Unless you've been living under a "copywriting rock", you've probably heard about John Carlton before.
Or in other words, "the most ripped-off copywriter alive".
(What a cool title to have, right?)
Anyway, it's true.
John Carlton's one of the best copywriters of all time...
And he's famous for his vivid, "punch-in-the-gut"-style writing, where you're guaranteed to experience an emotional rollercoaster as a reader...
And you'll end up tossing & turning in bed at 2 am, hopelessly craving the product that you've just read about in one of his ads.
So starting today, I want to break down a few of his famous sales letters so you can discover the secrets of a master copywriter...
And get a behind-the-scenes look into how persuading someone to do something really works.
If you're even remotely interested in copywriting, psychology, or marketing... you're going to LOVE these!
Let’s start with a breakdown of one of his famous Golfer Ads...
And in the next few breakdowns, I will analyze classics like his "One-legged golfer", "Free gun", and "Enormous badass bikers" ads!
It's going to be like Copywriting Christmas!
Prefer video instead? Watch Below!
How John Carlton Hooks The Audience With The Headline
“If petite women and 12-year-old kids are using the secret to hit perfect drives over 250 yards, imagine what it can do for you.
How does an out-of-shape, 55-year-old golfer, crippled by arthritis & 71 lbs overweight, still consistently humiliate PGA Pros in head to head by hitting every tee shot further and straighter down the Fairway?”
Wow! This is simply genius.
The heading and the subheading do a great job of hooking the readers instantly, by sharing the story of a 55-year-old golfer who, while overweight and suffering from arthritis, consistently beats PGA Pros.
That is indeed surprising - and thus, deeply drives curiosity.
As a quick note, it is a sign of good copy when you really want to know what happens next.
Moreover, the subheading makes a huge claim that 12-year-old kids and women are using this technique to hit perfect drives over 250 yards, and therefore, so can you!
As a reader within the target audience, you will be instantly sold - and that’s why the copy is very effective.
Is there a "secret recipe" behind the most profitable sales letters of all time?
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Revealing The Solution Early In The Copy
“It is an amazingly simple ‘two-step’ maximum distance revelation that will take you just 3 swings to master yourself
…instantly pumping massive payloads of accurate power into your swing no matter how uncoordinated or out of shape you are
.… and guaranteeing your very next tee shot will be a breathtaking dead solid straight drive of 250-plus yards. Plus, if you aren’t convinced, these guys will pay you $10.”
Well, I am blown away by the lead.
This is why I am analyzing the lead and the rest of the copy in separate videos, so we can break down every section of the copy in detail.
Now, the target audience has already tried several programs over the years. They are struggling with health problems and want to play golf like a pro.
Well, the copy promises just that!
A simple 2-step technique that you can master in 3 swings, which guarantees accurate shots within 250 yards.
Or you get $10.
This is the kind of confidence you want when selling a product.
John Carlton’s copy is very specific. He has made sute that every word earns its place in the copy.
This ad is also a great example of how to do ‘the slippery road’ right in your promotions - cultivating the need to the reader to read the next sentence.
How Does John Carlton Handle Objections
You can be uncoordinated or out of shape and still, this technique will work for you!
John Carlton handles objections well. If abn overweight person struggling with arthritis issue may also benefit from the secret method, then so can the reader.
From the headline, John has made most objections obsolete!
Plus, the “secrets” seem to work well in marketing, as people believe that the experts have a proven system that gets them the results.
The marketing message teases the solution over and over again, building curiosity and desire in the process.
WANT MORE COPYWRITING “GOLD NUGGETS”?
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Here’s your chance to get the most powerful marketing and copywriting secrets of all time (stolen directly from a 100+ years of multi-million dollar promotions!)
Even a single one of these proven insights can make your marketing wickedly-effective, almost overnight.
Just tell me where to send your FREE 7-part guide today and I’ll hook you up ASAP.
PLUS: You’ll also get my mega-popular “Secret Copy Recipe” cheat sheet... Along with a free subscription to private newsletter breaking down legendary sales letters in detailed video essays each week...
AND 2 un-released secret videos that are NOT available anywhere else!
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Steal the "Secret Recipe" Behind the BEST Sales Letters Of ALL Time
After years of searching... I've accidentally discovered a hidden persuasion method secretly used by the greatest copywriters of all time...
Interested in more great content on copywriting? Check out my Copywriting Resource Hub where you'll find in-depth guides, interesting case studies, and practical resources that will help you boost your conversions and sell more, without being salesy or aggressive.