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Most copywriters spend hours tweaking headlines, offers, and designs… chasing tiny gains. Meanwhile, there’s a simple move sitting right in front of them that can quietly boost results in a big way. It’s not flashy. It’s not complicated. And yet, it’s one of the most overlooked advantages in modern marketing. In this clip from a
Most business owners think they lose sales because they’re too expensive. So they lower prices, add more features, or try to compete with cheaper options. And still… prospects hesitate.But what if the real reason people choose you has nothing to do with price—and you’re completely overlooking it? In this hot seat clip, John Carlton cuts
Most copywriters try to be all things to all people. The most successful, though, are specialists. They spend a lot of time in one niche, and have a leg up on everyone else because they know the market better than the competition. In the Action Seminar, Harlan Kilstein discusses the benefits of specialization for copywriters.
John Carlton gives an example of a word which must be used sparingly in an ad. It just fills up space. This hot seat is for Brian, who wrote a letter to launch an online product. He talks about using the word “that” in copy. Video Transcript: John…reading the copy: “Did you know?” Ok, that’s
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
Most entrepreneurs think they have a traffic problem, a pricing problem, or a product problem. But sometimes… it’s something much simpler—and much harder to spot. It shows up in how you present your offer, how you talk about it, and even how confident you sound when it matters most. In this hot seat clip, John
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