Fascinating discussion of the psychological dynamics involved in closing a sale in this video from master copywriter John Carlton. Copywriting has been defined as “Salesmanship In Print” (or, alternatively, “Multiplied Salesmanship”). To me, one of John Carlton’s great strengths is his very clear eyed focus on what the purpose of your copy is. That is, […]
Copywriters – You’re Not Selling CDs (Or Whatever…)
A short video from John Carlton’s “Copywriting Checklist” series. It’s titled “The Nitty-Gritty” and the point it’s making is that the features of the product are not what you’re selling. It’s what the customer will get from the product (the benefits) PLUS how they will FEEL about it when they have those benefits.