Fascinating discussion of the psychological dynamics involved in closing a sale in this video from master copywriter John Carlton.

Copywriting has been defined as “Salesmanship In Print” (or, alternatively, “Multiplied Salesmanship”).  To me, one of John Carlton’s great strengths is his very clear eyed focus on what the purpose of your copy is.  That is, to make the sale, whether that’s the final step of placing the order or an intermediate step along the way.

In this short video, John hammers home a number of points.

And what do you think is the first thing on someone’s mind when they come across your ad?  The answer may surprise you…