In this video John Carlton discusses his letter for a major publisher for a book on human sexuality. The video begins with an outline of the seminar, brief introductions of the participants, and moves on to discuss how this letter has been reused in many other markets. The discussion includes structuring headlines, using bullets, and working with clients.
In this video John Carlton discusses using money attached to a letter to both enhance the story behind a product and capture a prospect’s attention. The topics include using personalization, sales detective work, finding the story behind a product, the use of guarantees, and the contrarian perspective.
This video is an overview of a sales letter directed at chiropractors.
The topics discussed include continuity programs, mailing lists and list brokers, the use of testimonials for a niche market, defining benefits to target all parts of your market, and the use of strategic alliances and joint ventures.