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In this marketing hotseat, John Carlton explains the best way to present a product so people will want it. It must add value and be unique. Not cookie cutter, Ben: …that for $5.997 I am giving you a franchise around a mastermind. David G.: So, you’re giving me a little black box I can take
In this marketing hotseat, John Carlton and Harlan Kilstein explain how to find out what’s really working if your company doesn’t give you the sales support that they promised. Their comments: Harlan: you’re in a system that’s very much like a system I was in, where you are promised X and the company
In this clip from a marketing John Carlton and Harlan Kilstein say that in order to get good at writing copy you have to do a lot of reading. Read critically and find out which pieces resonate with you. See what the great copywriters in your niche are doing. Their comments: Harlan: The first
In this marketing hot seat, John Carlton tells how he examines the words he uses in his copy. Which words can be replaced, which ones should be eliminated. His comments: But, the words here, like “end”…the word “end” is what might get the attention of the alphabet agencies, like the FDA or the FTC, so
One of the biggest mistakes entrepreneurs make is assuming their prospects already understand the value of what they sell. But most people are distracted, overwhelmed, and comparing everything by price alone. If you’ve ever wondered why someone hesitates to buy from you — even when your offer is clearly better — this video will probably
This hot seat is for Jim Curley, who is an established marketer. He wants to improve his adwords campaign for a product that teaches how to airbrush a motorcycle. The expert has painted bikes for some very famous people. John Carlton and Harlan Kilstein give their advice: Harlan: so the keyword for the
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