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John Carlton discloses a process he has used for many years to heighten his sensitivity to his surroundings and really be aware of what is going on around him. John’s comments: This is an exercise that I started doing when I wanted to start expanding myself. I’m going to ask you guys to just sit
John Carlton discusses selling from your heels during a marketing hot seat. John’s comments: Selling from their heels is what most people do. They can get somebody up on the fence, get them to say “wow that’s a pretty good product that you have there, maybe I should buy it some day”, and they don’t
John Carlton critiques a letter to business owners, and discusses the short memories of prospects and customers. John’s comments: When you refer from somewhere else, you often want to let them know what you are referring to. Let’s expand this a bit. If you’re writing a letter to someone who’s answered an ad saying “Attention
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
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