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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
Some people seem to get results that everyone else can only dream about. They aren’t necessarily smarter or more talented—they just see things differently. In this Marketing Hot Seat, Harlan Kilstein shares a lesson that completely changed the direction of his business and helped him earn far more than he ever did by simply following
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
A few words can make or break an ad. One word can pull a reader in, push them away, raise a red flag, or make the whole promise feel stronger. In this clip, John Carlton looks at how much weight each word has to carry when space is tight. It’s a sharp reminder that good
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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