Once you've identified your problem, you can start to fix it sum total of what John has done in his career Did better than people in industry for 20 years because of paying attention to classic salesmanship Nothing good will ever happen in your business until your copy gets written John's Copywriting Knowledge
Tools for Success
An HTML Editor The Web Page
Upfront
Create the paradigm and be who you want to be Clients Rich Schefren Frank Kern
Who the heck is John Carlton?
Joe Polish Jim Edwards John Reese Yanik Silver
John had taken stacks of notes along life journey
Here's who I am...
Grew up in Cauchamonga, CA Once wore a pair of violent pink shoes at a seminar in Florida
Colorblind
woman John lives with
Michelle
the 'plug and play elements of your own peculiar 'Elevator Chat'
John realized he was clueless loser 2. Your Hot Seat Head Grinder
John was sleeping on the friend-of-a-friend's couch in San Diego
Who ARE you? Around the age of 32
$50 in the bank
What do you sell?
John Carlton Bio
It just took a desire to get out of the idea of 9-5 for the rest of his life
Why are you in this biz? What do you do for your customers?
Money became a means to an end
Establish - truthfully and forcefully but without the hype - the TWO SUBSETS behind why you're the Go-To-Guy in this situation...using:
Has a degree in psychology Thought everyone else had life secret and was withholding it The journey is fun
Here's why it's important for your life right now Here's what to do now
Had been a commercial artist in Silicon Valley
Found 'Lazy Man's Way to Riches'
Here's what I've got for you
1. The Simple Basics of a Great Sales Message
3. Your Credibility
1. The RATIONAL reasons to explain why he bought... to his dubious spouse, nosy neighbors, and arrogant brother-in-law
A journey often starts with an accidental stumble sideways
2. The EMOTIONAL APE-BRAIN reasons that seal the deal deep inside
Think M*A*S*H style humor Reading alone put him light years ahead of everyone else
Who are you selling to?
Ad agency in 80's
4. Your Avatar
What are her needs, where does it hurt, and... What does she need to hear from you to feel good about buying? When people tell you how great you are, ask for the testimonial
the fundamental proof and support for your Big Promise and your Credibility
5. Testimonials
= Social Proof
Specific Short Spicy Position yourself... uniquely in your market... in order to sell Why: Those who are in love with their product can be blinded by it The more enthusiastic and in love you are, the more you can potentially reduce the chances of buying it
the company line is usually dead wrong even if the person telling you invented it
Backroom
Company Line vs. Sales Detective Research
Talk to... What do I need to find out to get the goodies to sell this stuff?
Had to sell house to payoff debt John Carlton's seminar cleared up so many concepts for Rich
saved Rich at a time when he really needed it
Rich's first experience in info. marketing
In a magalog, it will be one of the bullet points that flip people into buying
decided to go to seminar on copywriting Rich was once in financial trouble
1 Week later Rich had $287,000 in profits
Secretaries Salespeople
6. Your USP screwed by partners
Rich wrote his first letter and sent it to 35 people
Cover every single possible objection
Boring vs. Sexy
Don't get lazy about going through every single sales point
Rich Schefren Introduction
Give them what they want first, you can sell them what they need later
It ain't about you at all
Each speaker has had some impact on Rich's life: that's why he brought them here
What can you say - truthfully and without blushing - that will set up believable opportunity? 7. Huge Promise
(Hint: the meek shall NOT inherit the largest market share...) Fix what's wrong Eliminate fears Fortify the sense of power and confidence among the powerless and unconfident There isn't a marketer you've heard of who isn't deeply plugged into being alive Attitude
John Carlton's Simple Writing System
Hooks and tall tales
8. Be the ONE THING He Encounters Today That Shocks Him Out of His Zombie State
The incongruent juxtaposition of compelling sales elements 'Before-and-after' shockers
The 17-Point Menu to Writing Every Piece of Kick-Ass Copy You'll Ever Need...
Using John Carlton's 17-Point Menu to Rejuvenate Copy in Website, Products, Blog, etc.
The people you're after are leading lives of quiet desperation Inside info, on the sly
Take Action
John Carlton
17 Points to Kick-Ass Copywriting Notes
It doesn't have to be a hardcore sales pitch Make the person act - make them have to do something to get the content
Evergreen Launch 9. Marketing Decisions 'What Kind of Campaign are You Gonna Run?'
JV Affiliate Program Lead Generation Multi-step or single sale What? Always write with a goal in mind - what do you want your prospect to do?
9a. What are you trying to accomplish E-mail Videos
Think & Grow Rich - Napoleon Hill Letter Book - Robert Collier Marketing Rebel John Carlton's Big Damn Blog
John Carlton
Websites
Recommended Resources
Direct Mail Print Ads
10. Delivery Systems
PR it does work!
Physical mail
Blogosphere with Social Networking Put a quote with video or audio The limits and demands of the technology (loading time for video, spam filtering for emails, Haiku specifications for Adwords, obscure SEO blunders)
10a. Know the Nature of the Delivery Beast
the expectations of your prospect for time, length, attitude Cost and rules
Just say what you need to say and stop
Printed mail can multiply your profits
Features (bang, crash, duck!, and stats) CRITICAL - WRITE FAST!!! If you let the verbs do the work of your piece, then unnecessary salesy adjectives can disappear from your copy forever Write as many thoughts as you can as fast as you can to get great results
Benefits (yummy, oooh-la-la, and warm fuzzies) The more you talk about Magic as opposed to cold hard reality, the more responses you get
11. The Nitty-Gritty
What Do You Want to Work On? Copy Improvement Session
The Marketing Rebel Appeal-o-Meter
Find the sweet spot between Cold Hard Reality and Magic
WARNING: Magic can get you in trouble when you promise false results If you have the word 'WORK' in your stuff, you'll get a bad result Offer the shortcut that shortens their trip
The one-two punch of emotionally-satisfying practical use... with a little tweak of shock and delight... plus the occasional direct assault on common sense How to hit ALL of her 'long overdue' hot buttons... at the exact right moment. (And finally explore NEW spots of intense titillation she never suspected she had!)
12. Bullets
How to destroy your guy with the best sex he's ever received. (He'll be your slave for life, grateful and super-eager to return the favor!)
Examples
Are your sexual needs 'normal'? The answer may shock the heck out of you... Bargain-Hunter's rediculously 'more-than-fair' price
Even if you hire others, you need to know if their work is any good or not
Heart-skipping outrageous value
13. Your Eye-Popping Offer
If you know how to write your own copy, they can take away nothing from you You can wakeup buck naked in a cornfield in Iowa, you'll have the tools to communicate and get back up on your feet again
Mooch-pleasing bonuses Never Broken
Paranoia-calming guarantees
Writing Your Own Copy
The heartbreak of selling from your heels vs. Wealth beyond the dreams of avarice
14. Your Close
Examples
But Here's the best part : No matter what the video will sell for to everyone else... your price will never be higher than $49 We still have one foot in the jungle
The Tools of Action: 15. Turbulence
See people for what it is they really are and really do
Hand-wringing urgency Greed-inducing limitations 'Fear of being left out' Take-away Elbows-to-the-ribs opportunity Stimulating surprises
16. Knock'em Off the Fence
'It's your birthday' rare treat dumps Free stuff up the yin-yang Better, more, longer, bigger
17. The Greased Slide
Finally.. Have that riveting-yet-casual...'face-to-face'... bar-room conversation...that gooses him OUT of his inherently-hostile 'Somnambulant Blob' state The prospect is looking for a way out
You're presenting a problem to him that his problem could actually be answered