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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
Most beginning copywriters spend hours polishing their copy, adding details, and talking about what makes their product unique. Yet somehow, their sales message still falls flat. The frustrating part is that the problem is often hidden in plain sight, making it easy to miss even when you’re looking right at it. In this clip from
Most entrepreneurs spend a lot of time trying to get people to show up, sign up, or buy. But sometimes the biggest obstacle isn’t the offer itself—it’s the way the offer is being presented. A small mistake can cause prospects to lose interest before you’ve even had a chance to make your case. In this
Most entrepreneurs know about the 80/20 rule. The challenge is figuring out where to focus your time, energy, and attention when there are so many opportunities competing for it. Too often, smart business owners end up chasing results in places that look promising but never seem to move the needle. In this clip from a
Every marketer has had that feeling that they’re working hard, delivering results, and still not earning what they should. Somewhere along the way, opportunities slip through the cracks, deals never get asked for, and value never gets fully captured. The frustrating part is that many people don’t even realize it’s happening. In this marketing hot
Small details can have a bigger impact on your marketing than you think. Sometimes the things you barely notice are influencing how prospects see you, your offer, and your credibility before they even read your message. In this clip from a marketing hot seat, John Carlton shares feedback that challenges a common assumption many entrepreneurs
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