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Every copywriter eventually runs into the same frustrating problem: you know a sales letter, ad, or promotion can be improved, but you’re not sure where to start. The existing control is already working, so making random changes can easily make things worse. The question becomes: how do you find the opportunity everyone else is missing?
How can you expect to combat consumer resistance and attacks by competitors with outdated and limited marketing weapons? Today, smart marketers see nothing but opportunity as technology — including artificial intelligence and blockchain — radically alters the ways information is disseminated, products and services are distributed, and money is exchanged. As multichannel marketing tactics continue
I read a lot. And I advise you to read a lot, too. As an old English teacher once told me: Read a book a week. And then, in your spare time, read another one. Non-fiction, and fiction. Newspapers and magazine excerpts don’t count. (One trick I allow myself: At any time, if l realize
There are 2 letters up for critique in this video, but the topics are irrelevant. John addresses issues which are universal. Topics include: getting into the mind of a prospect, getting your message read, delivery methods, the “what is in it for me” question , and writing for women. price points and testing,
Most copywriters spend hours trying to come up with a “clever” hook… and still end up with something that falls flat. It sounds good. It feels smart. But it doesn’t grab attention, and it definitely doesn’t pull people in. The frustrating part? You can’t always see what’s missing from your own work. In this clip,
Sometimes the best ideas are the ones that make you stop and think, “Wait… what?” They don’t fit. They don’t sound right. And that’s exactly why they grab attention. In a world full of predictable ads, the ones that feel a little strange are the ones people can’t ignore. In this clip, John Carlton shares
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