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A lot of entrepreneurs spend all their time trying to make the sale… but never stop to think about what’s keeping people from buying in the first place. Sometimes it’s not the offer. It’s not the price. It’s the tiny bit of doubt sitting in the back of a prospect’s mind — the hesitation that
John Carlton shows how to find your best “unique selling position” to successfully go up against stiff competition. His comments: Your USP should be a pithy little, maximum 2 sentence paragraph (preferably one sentence). What is it that makes you different? What are you offering the reader? Even if you go off on a list
Most entrepreneurs think good copy comes from clever words or flashy headlines. But when experienced copywriters look at a sales letter, they often focus on something much smaller… and much more important. A few lines in the wrong place can kill momentum, make your message feel repetitive, and quietly lose the sale before the prospect
A lot of entrepreneurs think bigger promises automatically lead to bigger sales. So they crank up the hype, make wild claims, and try to sound larger than life… only to watch prospects quietly back away. The problem usually isn’t the offer. It’s that the promise stops sounding believable. In this clip from his Simple Writing
Most video sales pages fail before the video even starts. The headline sounds familiar. The promises feel recycled. And the second people land on the page, their skepticism kicks in. They’ve seen too many “secrets,” too many cookie-cutter layouts, and too many marketers saying the exact same thing. In this clip from his Action Seminar,
A lot of entrepreneurs try so hard to “write correctly” that they end up sounding stiff, awkward, and impossible to connect with. The words may technically be fine… but the copy feels cold. And when that happens, people stop reading fast. In this clip from his Action Seminar, John Carlton breaks down one of the
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