by The Marketing Rebel Team | Blog
John Carlton critiques a letter to business owners, and discusses the short memories of prospects and customers. John’s comments: When you refer from somewhere else, you often want to let them know what you are referring to. Let’s expand this a bit. If...
by The Marketing Rebel Team | Blog
John Carlton defines a perfect headline and tells you how to create one. He tells what a successful ad needs to accomplish. Your headline will be perfect, you’re opening sentence will be perfect, every sentence in your offer will be perfect when you cannot take...
by The Marketing Rebel Team | Blog
In an excerpt from the first Action Seminar, John Carlton’s panel of expert copywriters critique a participant’s webpage, discussing the how to create a personal voice in one’s writing. Their comments: And just reading your opening here, it sounds to...
by The Marketing Rebel Team | Blog
John Carlton shows how to find your best “unique selling position” to successfully go up against stiff competition. His comments: Your USP should be a pithy little, maximum 2 sentence paragraph (preferably one sentence). What is it that makes you...
by The Marketing Rebel Team | Blog
John Carlton shows how basic street-level salesmanship can help you quickly bond with even hostile audiences. His comments: This is a good example of shallow knowledge. I was in a bar in Virginia City during biker week. They have them quite frequently. Bikers come in...
by The Marketing Rebel Team | Blog
John Carlton explains the benefits of a great guarantee and return policy. His comments: Remember what the guarantee does it knocks fence sitters off. Because in most of your markets you have to be dealing with a rabid element, and it better be the majority of your...
by The Marketing Rebel Team | Blog
John Carlton explains how the best in a field uses fewer tools. His comments: And it wasn’t a retro thing he was talking about. He was talking about all the pros he knew only had a few tools. It was the rookies that had all the big stuff. It’s kind of like...
by The Marketing Rebel Team | Blog
John Carlton explains how high-paid professional copywriters compete to have the “winning” ad for large clients. John’s comments: Dave asked a question earlier, and, just to clarify, he asked what a control was. It’s a question that could...
by The Marketing Rebel Team | Blog
John Carlton explains why knowing ‘the company line’ is not enough to market a product successfully. You have to dig down to the real reasons people buy. His comments: In the detective work you do, you must get past the company line. As a freelancer, I...
by The Marketing Rebel Team | Blog
John Carlton discusses the qualities of a poorly written advertisement, and shows how every ad contains a story. His comments: The reason we want to talk about story is not so much that it is that every ad has to have a story/ I write a lot of ads that are stories,...
