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If you think great testimonials just show up on their own… you’re leaving serious money on the table. In this video clip from one of his copywriting hot seats, John Carlton explains why happy customers rarely volunteer the kind of testimonials that actually sell — and what you must do instead. Most business owners sit
A frank discussion between Gary Halbert & John Carlton aimed at everyone who has been affected by war, stock market crashes, the paranoia of the buying public, or whatever general bashing of business is going on at the moment. While most people are singing the blues, a precious few actually enjoy roller-coaster economies — and
What do you do when one wrong word could get you in serious trouble? In this video, John Carlton tells a story that starts in a wild Nevada biker bar… and almost ends very badly. One careless phrase. One very large biker named Tiny. And one split-second decision that changed everything. This isn’t just a
Most headlines fail before the reader even gets past the first few words. They try too hard. They promise too much. They use “power words” that don’t have any power left. And instead of pulling the reader in, they confuse them or make them roll their eyes. If you’ve ever struggled to write a headline
John Carlton has a simple rule: if you have to explain why something is powerful, it probably isn’t. The same is true in sales. If you have to keep talking to make your point land, you’ve already missed it. In this video, he reveals why most business owners and copywriters struggle to hit that one
Why do people get wildly excited about buying… and then never even open the package? Why do they feel relief the moment they order — as if the problem is already solved — even though they haven’t done a thing yet? If you’ve ever wondered what’s really happening inside the head of a direct response
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