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In this video clip, John Carlton explains the difference between features and benefits for marketing a product or service. This is point 4 of his Simple Writing System. His comments: When you think about benefits, think about things like feeding the greedy animal inside, or solving basic Maslow Hierarchy of Needs type of things. “This
In this video clip, John Carlton explains the difference between features and benefits for marketing a product or service. This is lesson #4 of his Simple Writing System. You can watch “Sell the Benefits part 2” by clicking here. His comments: And, again, people often confuse it. They think what they are selling is a
Jason is writing copy to sell a seminar, and is looking for advice. John and Lorrie offer their experience: Jason: So, does anyone have any tips on selling seminars? And the difficulties? Lorrie: I work with guys that already have a high profile, like Mark Victor Hansen and Les Brown, and it’s…they are…I can’t tell
In this marketing hot seat, John Carlton emphasizes the importance of focusing on customers who have already bought from you. Not the ones who order and don’t open the stuff after it arrives. His comments: When you’re dealing with that 80/20 rule, a lot of people come in…I deal with marketers all the time, rookie
In this marketing hotseat, John Carlton gives some great mindset information, about how to think about your prospects and what you are selling to them. His comments: Look…I just realized what the whole problem is, and it is the same problem with Lisa and a couple of other people. These clients out there…they have money,
In this marketing hot seat John Carlton explains how to use photos in copy. The picture must earn its place, and it depends on if you are branding yourself. Their conversation: Lorrie: I am told that if I don’t have my picture identifying who is holding this… John: OK, the thing…what? Audience: When we use
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