(reprinted by permission) |
"Who The Hell Is John Carlton?" |
By Mark Landstrom |
They call him "the secret weapon". Secret, because he has so far avoided the harsh limelight of fame, preferring to lay low and let his work do his talking. Weapon, because any marketer lucky enough to hire this brilliant writer will see profits skyrocket John Carlton has been a top freelance advertising copywriter for over 21 years now. Many of his ads are legendary among writers and clients. He brings an edginess and street-savvy to ad writing that actually forces you to read every word. And the big question has always been: "How does he pull off these must-read, insanely-profitable masterpieces?" Well, here is his first "tell all" book. Finally. And he spills all the beans. Every trick and secret and proven tactic... from writing head-turning headlines, to crafting a closing offer you simply cannot refuse.
The man himself defies easy description. He's had an amazing education in life, including stints as rock and roll lead guitarist, newspaper cartoonist, and deep-sea salmon fisherman. He's been a hitchhiking hippie, a corporate executive spy, and an "observing bohemian" in hot spots like Silicon Valley, Miami Beach and Hollywood He's the nicest guy you'll ever meet in business (when he's not busting your balls with his wicked sense of humor). One of the rare ones who is honest to a fault, generous, gracious and yet completely unafraid to express an unpopular opinion. He will fight for what he believes in, and bullies clients into doing what he knows is right. And they love him for it. But it's John's passion for studying people that permanently raised the ceiling on what it takes to be called "great" in today's mean streets of marketing. Learning what he understands about consumer psychology can put your business on the big-buck fast track. John has never been far from the epicenter of the direct marketing world. He went from being the high-priced hot shot freelancer that L.A agencies snuck in the back door to write the pieces their own staff couldn't pull off... to working on the entrepreneurial "inside" with world-class marketing gurus like Jay Abraham and established hall-of-fame copywriters like Jim Rutz. Around 1988, Gary Halbert ("the world's greatest living copywriter") invited John to handle the "big desk" at his Hollywood offices on Sunset Blvd, and during the ensuing marketing adventures these two men changed the nature of direct response advertising forever. John was among the first to write television infomercials, to advertise on the Internet, and to mine the new industry of videotaped information. He says: "I've had fun, brushes with death, helped shy men accumulate fortunes, and watched helplessly as rich corporations came tumbling down from their own idiocy. There's no better way to learn how the world works than to roll up your sleeves and get filthy with experience like this. "I've been stupid, smart, lucky, well-off, broke, mocked, loved and despised... and I've learned something from every damn minute of it. I can identify and relate to every type of customer you'll ever see. And I can sell to them." In his prolific career, John has promoted nearly every product or service used by human beings. This staggering list includes top financial advice newsletters... hugely expensive and exclusive marketing seminars ($7,000 just to attend)... a conservative "better sex guide" with the largest mailer in the U.S. (his control ruled for over 5 years despite constant attempts by other pro writers to knock it off)... how-to-fight instructional videos from Navy SEAL commandos and highly-skilled streetfighters (a fascinating multi-million-dollar niche market)... golfing advice (his famous "one-legged golfer" ad shocked the country club crowd)... plus reams of letters and ads for retail businesses, self-help products, both entrepreneurial and corporate Web sites, doctors, real estate brokers, diets, precious metals, fund raisers... and "personal" letters that have motivated people to change their lives forever. When John's ads (which often fill three entire pages) run in magazines, the whole "look" of the publication subsequently changes... as other advertisers pump up the size and tone of their own ads to keep pace with John's hard-hitting style of raking in profits. His direct mail letters have long been used all over the world as "study guides" for great copywriting. His rare recorded interviews are eagerly studied by insiders. In fact, other top writers and marketers have secretly sought out John's advice for years. Now you can tap into this same deep well of expertise. This book is an astonishing opportunity to learn insider tactics and shortcuts used by only the best copywriters in the business. Here is a man used as a "secret weapon" by multi-million dollar companies... whose fees have caused uninitiated clients to choke . Yet the results his ads pull are so staggering, he is often booked a year in advance, despite never having advertised his services. You cannot reach John by phone. He will, however, respond to all inquiries via email at: support@marketingrebel.com. Or by fax to 1-775-562-2655. Or through snail mail at: John Carlton Mark Landstrom is a designer and video producer in San Luis Obispo, California. |