Copywriting Sweatshop 2 from John Carlton is available.
I became aware of John Carlton through Rich Schefren's Business Growth System coaching program and know that John is one of the leading copywriters in the world.
As it happens John Carlton is releasing a new DVD home study program called Copywriting Sweatshop 2 on 21 March 2008. (Update - I have bought it.)
Moving the Free-Line
In true "move the free-line tradition" John Carlton has put out a series of sampler videos (shown below) so you can see what a straight talking, no nonsense, practical presenter he is.
My blog in the last few days has been more commercial than I would like so I am not pitching or recommending the Copywriting Sweatshop 2 DVD set.
All I will say is that I intend to buy Copywriting Sweatshop 2 myself provided the price and offer is strong.
I love the power of great copywriting. I love the way it moves people to action.
Copywriting is a key skill in so much of marketing, either on the Internet or out in the real world of sales calls, direct mail and telemarketing.
Certain key words and phrases trigger buying responses when other phrases mean the same but don't turn on the buying light in the prospect's mind.
There are even some special copywriting phrases which create a mental "BUY NOW" flashing sign which people find irresistible.
I want to bring you these John Carlton videos.
All are short and some will resonate with you more than others but if you want to learn a little about how a great copywriter thinks, then this is a great start.
Advice - edit everything. Too many passive words don't create action.
Just Sell The Damn Thing
John Carlton tells you to be short, straight and to the point when people are in pain. This harks back to the ideas in the Obvious Adams book.
Look Beyond The First Sale
Become the "guy they call first"
Why Pro's Sell
Don't be ashamed or tentative about selling a good product or service. I see this reluctance to promote people quite a lot. This links back to Jay Abraham's strategy of preeminence - if you care about your clients and prospects then you owe it to them to make sure they about an effective solution to their problem.
The Folly of Company Line USPs
Find out why customers really buy.
How To Write Clear, Kick Ass Copy
Say what other people are mumbling about.
Heft v Promise (or Features v Benefits)
A reminder that people buy benefits.
How To Write A Bad Ad
What? You don't want a bad ad? Then how else can you explain why so many adverts are clearly a waste of time and money.
All sales pitches are effectively a story.
Waking Up Readers
Sleepy, bored people don't act. A quick lesson in why it's better to be loved by some and hated by some rather than have everyone think you're OK.
If you want more free advice from John Carlton then he does offer a 7 lessons in 7 days email course (affiliate link) from his Marketing Rebel Strategy School.
I have done this and John Carlton is sending out very thoughtful advice. I realised that I was making one "obvious" blunder which I am now correcting. The seven day free course is highly recommended.
No pitch but one final thought
If you don't learn how to write great copy yourself, how can you know enough to buy copywriting services? How can you look at a copywriter's past letters and see whether the magic dust is there and how can you have the confidence to invest in the copy written for you?
Update 21 March 2008
I have just ordered my copy from the Copywriting Sweatshop 2 sales page (affiliate link). I am really looking forward to receiving my copy of the home study course.
My Thoughts On John Carlton's Copywriting Sweatshop 2
I managed to get Copywriting Sweatshops 1 and 2 from John.
I have only watched the first so far but it is fascinating to watch John rip into his students copy.
Each submits a sample and when you first see it, it does look good but then John Carlton takes the copywriting apart.
Not in a nasty or cruel way but he forces you to confront issues you may have been avoiding and polishes the copy so that it becomes much more compelling.
Copywriting Sweatshop is recommended and you should also check out John's mentoring program, the Simple Writing System.