John Carlton’s Deceptively Simple System for Selling
Most marketers and business owners deliver the offer, yet fail miserably on the CTA. Most people answer questions the prospect isn’t asking. John Carlton, a great copywriter, has a brilliantly simple yet effective system for ensuring your CTA is highly effective, and it’s deceptively simple, too.
The idea is to keep it very short and draw a straight line directly to the prospects frustrations and fears, wants and aspirations – as fast and as simply as possible.
- “Here’s what I got” Tell the viewer directly what it is you have
- “Here’s what it will do for you” Come right out and say it
- “Here’s what I want you to do next…” This saves you from the ruin. 99% drop the ball on this part
- “Many back if you love it, or if you don’t find it useful.” Okay, he didn’t, say this part, but close it out by lowering and/or eliminating risk and you’re all set.