John Carlton

How to Write Copy That Forces People to Buy from You

John Carlton is, he’s one of the A-List of direct-response copywriters who’s been around since the golden age of newspaper and magazine advertising.

He is responsible for some of the most powerful full-page ads of all time, including the ‘Magic Move’ golf ad and the ‘Free Gun’ ad.

Here’s what can you expect to discover from this presentation:

Be shown the inner workings of copywriting from a legend and take those principles and translate them into today’s digital world to benefit your own business!

Here are some of the things covered:

• John’s definition of good copy
• What sort of difference can good copy make on a website?
• Attention: How you can keep people’s attention on a page long enough for them to be influenced by your message
• Who’s the formidable enemy: the magazine page turn or the back button
• John’s website copy sins that lead visitors NOT to convert
• Objection Handling: How to identify the main buyer objections when you’re writing your website copy
• Personality vs Sales: Getting the balance right in your copy
• Writing Copy for Video: John’s top examples and what he thinks makes a compelling video script
• Long-Form Video (i.e. webinar) vs Short Form Video (i.e. Facebook ad)
• Email: How to make sure your emails get read and what is the optimal email length
• John’s tips for becoming a better writer