OK, here’s copywriter John Carlton’s third (and final) video on testimonials from his “Copywriting Checklist” series. Testimonials are one of those copywriting elements that everyone “knows” about. However, all too often they are not used to best effect. Remember that the primary purpose of the testimonial is to provide PROOF of your claims and support […]
Copywriting Video – Example Of A Poor Testimonial
Here’s another video from copywriter John Carlton’s “Copywriting Checklist” series. It’s the second of three dealing with testimonials and this one provides an example of what you don’t want to see in a testimonial. Long-winded, rambling testimonials are not effective. You want “Facts plus some spice!” as John Carlton puts it. Enjoy the video. Simply […]
Copywriting Video – Right Way To Use Testimonials
Here’s video #5 from master copywriter John Carlton in his “Copywriting Checklist” series. This one deals with testimonials (in fact, there are another 2 videos on this topic, and I may include them in a future post). Now, testimonials are one of the key “proof” elements to include in any sales letter. But to get […]
Copywriting Video – John Carlton On “Defining Your Avatar”
Here’s another video from top copywriter John Carlton’s “Copywriting Checklist” series. It’s #4 and titled “Defining Your Avatar”. Now an “Avatar” is, according to my Reader’s Digest “Word Power Dictionary” – “an incarnation or embodiment of something” (alternatively “a deity appearing in bodily form on earth” but that’s not what we’re dealing with here). In […]
Copywriting Videos – More From John Carlton On Crafting A Great Sales Letter
“The Success Or Failure Of Every Sales Letter Or Advertisement Is Determined Before A Single Word of Copy Is Ever Written” – Kevin Francis via Sun Tzu I’m going to backtrack slightly with master copywriter John Carlton’s “Copywriting Checklist” series of videos. The last video I posted was #3 in the series but I discovered […]