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In this clip, John Carlton tells the best way to get into the female mind and figure out how to write to women. John’s comments: By the way, women read a lot more than men do. So, when you’re going to a female audience, and this is important for everybody, unless you’re going to a
Easily one of the best self-defense letters I’ve ever penned. You open the envelope, you wonder why a nickel is attached to the letter … and suddenly you’re off on a wild ride to a dangerous Oklahoma skin-head bar where you’re not just unwelcome … you’re meat. Why a nickel? The client begged me to
In this clip from a marketing hotseat, John Carlton explains how to define your paradigm and determine whether it’s working or not. John’s comments: You have to do a paradigm breakdown. Halbert called the image suicide and it affects a lot of things. You have to sit down and start by saying is a paradigm
Get all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them This was my first golf ad, and it was a huge success. I tell the story in the sections on hooks in “The Simple Writing System” and in “Kick-Ass Copywriting Secrets” — about the expert who
Naming products is a function of lining up your benefits and your features. It is kind of like that way you come down on headlines. John’s comments: You have to decide what is going to work in your market. I brought up things like “kiss your face” and “gee, your hair smells terrific”, and also
Get all of John Carlton’s most successful ads here >> John Carlton’s Best Ads… and The Stories Behind Them Here’s a great twist on letting the reader know there’s a bargain afoot. Instead of just slashing the price by $31… I urged the client to actually create special accounts for each name on his “Hot
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