I think I could listen to John Carlton talk about writing killer copy for days on end.
John is such a street fighting, cut to the quick, grizzled marketing veteran, that when he talks about copywriting, I feel like he’s guiding you through the marketing jungle, hacking a clear path with a razor sharp machete.
Whenever I feel overwhelmed or lost, here comes John, swinging his machete, and clearing a path to another copywriting breakthrough.
This clip was taken from his most recent Copywriting Sweatshop II, where he took a small group of people, locked them in a room, and just unloaded the information they needed to get really good, really fast.
In Waking People Up, John talks about your customers being half asleep.
If you approach them with a mild, tame sales message, no one will get offended… but no one will ACT either.
And that is business death.
So when you stick the needle in, when you turn the heat up, you will get some people who get angry at you.
But all you have to do is remember that these are the people you never would have sold anyways. They were simply the ones you had to get out of the way so you could deal with the customers you were meant to do business with.
In fact if you AREN’T pissing some people off, you simply aren’t pushing hard enough. A good way to measure this is if you’re getting a 7-15% return rate on your products.
Any less and you’re not doing your job. Any more and you’re pushing too hard.
But think about that… you should EXPECT a certain percentage of people to return your product as a sign of doing things correctly!
There are some other juicy tidbits of information in this video, but I’ll let you enjoy them.
-James D. Lee
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