Copywriters Podcast

John Carlton: A Master Speaks About Copywriting, Part 2

10 snips
Nov 4, 2019
John Carlton, a legendary copywriter and teacher, returns to share profound insights into the advertising world. He reveals little-known wisdom from icons like Claude Hopkins and Rosser Reeves that can help copywriters stand out. Carlton discusses the concept of being a 'sales detective' to uncover client needs, emphasizing the importance of action over mere knowledge. His unique method for connecting with clients ensures the information needed to craft winning ads flows freely. This engaging conversation blends humor, empathy, and deep strategy in the world of copywriting.
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INSIGHT

Power of Product Positioning

  • Claude Hopkins excelled at product positioning, changing how products are perceived rather than just changing copy.
  • Positioning can revive failing products by focusing on unique attributes unnoticed by competitors.
INSIGHT

Uniquely Position Yourself to Sell

  • Unique Selling Proposition (USP) means positioning yourself uniquely to start and sustain selling conversations.
  • You must find unique angles to stand out even in crowded marketplaces.
ADVICE

Be a Sales Detective

  • Don't just listen to clients; they often only know the company line and not why customers buy.
  • Talk to salespeople, secretaries, and customer service to discover genuine customer insights.
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