John Carlton's
Simple Writing System Express Course
Lesson #2 - The Elevator Chat

Lesson #1 was all about getting inside the head of your Perfect Prospect.


This new lesson is all about explaining who YOU are…


… in a simple, quick way that establishes your credibility and awesomeness in one spectacular breath. This is where sales start piling up, people.


Here’s how to participate in this unique interactive step of the SWS Express Course:

  • 1
    Watch the brief video.
  • 2
    Stick to the template presented in the video. What do you say to Bob?
  • 3
    Write that out, and post it in the comments section below.

That’s it.

John Carlton will be jumping in and responding to selected comments with interactive feedback all day.

Don’t be shy. You’ve got nothing to lose here.

See you in the comments section.

Cheers,

Stan Dahl
John Carlton’s Business Partner & Your Host for The SWS Express Course

P.S. – If you haven’t already seen the first lesson, I suggest you start The Simple Writing System Express Course there. This second lesson is the logical next step, so it will make more sense and be more valuable if you spend a few minutes with Lesson #1.  (Click here for Lesson #1).


P.P.S - When you're finished with this exercise, head on over to Lesson #​3.  In that lesson​ you'll learn 3 tactics (some call them tricks) to convince your prospect to take out his credit card.  We call it Close The Deal. (Click here for Lesson #​3).

P.P.P.S – One small correction to the end of the video. John Carlton will be providing all the feedback to the exercises in this version of the SWS Express Course.

Enter your SWS Exercise in the Comments Section below...

Jonathan Mitchell

$29,000 In New Business Since Completing The Course

"The Simple Writing System course was awesome... Overall, it was a great learning experience. We have closed over $29,000 in new business since completing the course. Thanks a lot."

Ernie SvensonErnie SvensonSmallFirmBootcamp.com

"To be honest, even though I have massive respect for John Carlton and everything he does, I was hesitant about signing up because I was afraid I'd be somehow disappointed.

But, after having run the gauntlet I can say... The SWS course was everything I secretly hoped it would be: practical, hands-on, inspiring, challenging, enlightening, thoroughly enjoyable, and definitely profitable.

Thank you SO much for offering this exceptional course, and for making it so convenient to learn copywriting from the best in the biz."

Karen AlisonKaren Alisonremedywise.com

Was the SWS a life-changing experience? You better believe it!

Unlike some students in my SWS class, I was not an experienced marketer or sales copywriter. I had written three or four websites, but the two existing ones were not converting and I was at a loss as to how to make them generate income. I wrote good articles, judging by the comments and emails we received, and we had created a useful product, but we weren’t selling.

As I worked through the lessons of the SWS, with John’s probing guidance, all that changed. I learned about the different elements that have to be part of a sales message – long or short – and my writing style began to change. I began to choose words differently and work harder to find compelling language.

More importantly, my thinking changed. I began to think like a marketer who is communicating valuable information to persuade my prospect into buying, instead of an ignoramus blindly hoping to capture a few sales.

John has a saying. "If you have a good product, shame on you if you don’t do everything possible to get it to the people who need it."

That puts a whole different perspective on things, doesn’t it? The SWS makes it clear that it’s your responsibility to reach out to your prospect successfully, and shows you exactly how to do that.

The course is structured in bite-sized steps to lead you through the process of creating an effective sales message, so you have a chance to think through and work with each crucial aspect. At each step, John’s incisive "tough love" feedback showed me where I could improve, when I needed to work harder to really get the lesson, and when I was actually writing well!

I also learned enormously from reading the other students’ posts and the input they received from our coach. The synergy of working in the classroom structure was so powerful, I know it has moved me forward by a quantum leap. My brain is bursting now with new ideas for products and sales messages that I can feature on our sites.

Finally, I understand the process of creating a sales message, so I know what I'm doing instead of fumbling around in the dark, hoping to luck into a good result.

When you are able to rely on tested sales concepts assembled by a pro from his many years of highly-successful copywriting, you have an unfair advantage you won’t find anywhere else. I know... I’ve looked. I've taken courses with some of the most prominent internet marketers and there is nothing with the clarity, simplicity, and focus of the SWS out there. Nothing.

This level of instruction – making the copywriting process 'simple' for the student - can only be achieved by a master writer who has spent years honing his chops to the point where he can teach you exactly how to put your own powerful, dollar-pulling sales message together.

Craig WoolvenCraig WoolvenSydney, Australia

"Your Simple Writing System has instantly turbo-charged my sales letters. $11,000 of new business in 48 hours using just a few of your wickedly effective sales strategies.

John, your Simple Writing System is my step-by-step blueprint for writing killer, kick-ass sales letters. At last, a simple step-by-step system that pulls together all the elements of writing sizzling, money-in-the-bank sales letters.

The videos explain exactly what to do... the workbook is chock-a-block-full of real world examples and my personal tutor made sure I nailed every exercise. Your red-hot team of million dollar writing tutors delivered the personal attention needed to catapult my writing skills to a whole new level.

I now know what to say and exactly how to write it. Powerful, laser targeted sales copy at my fingertips using your step-by step process. Absolutely awesome -- thanks John."

Before going through the SWS Coaching Program, I'd read a bunch of books on copywriting, had some training, and felt like I knew more than 'the basics'.

Like many eager copywriters, I'd get excited about reading a new sales, psychology, or advertising book...

...but when finished, I'd just jump to the next book. The information didn't stick because there was no clear path to apply it.

For these reasons, I was skeptical about what else I could learn from another course.

Within the first couple weeks of class I knew The SWS Coaching Program was sparking a visceral change within me.

Through the daily coaching, feedback, and course materials in SWS I could practice John's system right away, learn what needed to be improved, and continue applying the material until I proved to myself and to my coach that I understood the material.

John somehow infused a deep understanding of salesmanship psychology in me, unlike anything I've ever experienced.

Now, I'm significantly more confident with my copywriting and consulting. (Oddly enough, it's given me more confidence in my personal life too.)

I see why John and his team charge premium prices - the value in coaching someone to fundamentally change their attitude, confidence, and writing abilities is truly priceless, considering the doors it opens in life and business.

Just the other day I sent a proposal off for over $20,000 without batting an eye or second guessing my value. The bottom line is confidence sells and the SWS is the best investment I've made to build the kind of confidence that's real and based on my skills.

P.S. I got the $20,000 job!!

I was made redundant from my job the day after I signed up for Simple Writing System with John - and it's the best thing that ever happened to me.

Within a few days of taking this course, it was clear I never had to apply for another 9-5 position again.

After the SWS and John's coaching (and sometimes... outright slaps upside the head), I've now got the tools to write a winning sales message ingrained in me.

Success in my freelance copywriting career - and happiness in life - will all come back to what I learned from John.

That's not an overstatement... there's a reason he's referred to as "the best copywriting teacher on the planet."

I immediately started putting what I learned into practice, earning thousands of dollars before I was even finished the course.

The price of entry is literally a bargain for the transformation that will occur in your writing and business.

If you're serious about taking your copywriting skills up to the level of "scary good", I can't recommend the Simple Writing System Coaching Program enough.

Tanner HarpTanner HarpSabre.com

Before I took the Simple Writing System, had a lot of scattered knowledge from reading books from the copywriting legends like Claude Hopkins, David Ogilvy, Eugene Schwartz, but I didn't have a structured system to put it to use. Each fresh ad was a new trip down the rabbit hole.

After learning the Simple Writing System, it gave me a structured way to approach the work. The results were clear in my day job WAY before I started using the sales letter I developed. I became the most in-demand campaign manager in the business, got a significant raise, and the first direct mail campaign I applied the lessons to was heralded as the most successful marketing campaign of the year!

The coaching brought it together for me. They slapped some of my bad habits out of me (habits I swore by until then!) and built my strengths. I wouldn't have seen it without the coaching -- and I couldn't created such effective campaigns without the system John teaches.

Victor ChengVictor ChengTaipei, Taiwan

When I started the SWS Coaching Program, I was a copywriting rookie.

At first look, the 18-steps program layout did not seem all that "simple."

However, once I got into it, I quickly understood why the program is structured the way it is. It made me focus on "one step at a time."

I trusted the system and followed my coach's guidance. Eight weeks later, I graduated with my new "killer" communication and persuasion skills.

Communication is always going to be the skill we use most often. The SWS program taught me the secrets of effective communication. I'll use that every day in business and life.

Chris MilkieMilwaukee, WI

In the middle of the SWS I reinvented an ad for a weight loss biz and the phones went from lukewarm to SIZZLIN’.

Thank you John!!

Chris HaddadChris Haddad"Mr. Moneyfingers"

"Hi. As I write this I'm richer than I ever thought I'd be, happier than I have any right to be . . . and have somehow become one of those "famous" copywriters who gets talked about on message boards, who's building a information business of my own that should hit 7-figures next year, and who's every letter and sales video gets mercilessly ripped off.

And it’s all John Carlton's fault."

[Disclosure: Chris's business did hit 7-figures. He's been a trusted associate for many years as well as a Simple Writing System instructor.]

Dritan BashaDritan BashaeLearningGateway.com

I was terrified to even think that I had to write my own sales copy.

SWS Coaching program was the missing link between all my efforts and the results I was hoping to get from my website.

Before taking this coaching I was terrified to even think that I had to write my own sales copy, my own emails, video script or a blog post where I had to present something and hope to convince the reader to buy what I had to sell.

Add to this the fact that I am not a native English speaker and I will let you do the math...

The result of taking this coaching: I crafted my own sales letter (under the careful guidance of the coaches).

I am much more clear about the sales process of my products.

I now have a blueprint of how to craft my emails (a big component of my marketing funnel).

But above everything else, all my fears for not being able to write a well-crafted sales letter disappeared and my confidence skyrocketed.

Thanks for putting together this great coaching!

Jiyaad NaeemEdison, NJ

"Within the 8 weeks of taking The Simple Writing System Coaching Program, I landed my first official writing gig – a $4,500 contract (and I was essentially an unemployed dude for 6 months)!

Before working with Leah, John & Stan, I thought I was a good writer, but wasn’t sure if I was putting all the pieces together.

After watching the videos and going through this process with Leah, I realized that I had a long way to go – and thanked God I had someone like Leah guiding me.

I had a lot of blind spots that I never would have realized without her talking me through them. Every single time she made a suggestion, I would say "Dang, that’s a lot better". (I can't think of a single exercise where something she recommended didn’t sound better or make me go to a new level of persuasion.)

I probably would have never learned the master level copywriting techniques she taught me if I was doing this alone – or it probably would have taken me years to learn them otherwise.

Thanks guys!

UPDATE: I just signed a contract for another business deal that will result in a $40,000 if everything works according to plan!!"

John OrbanJohn OrbanAlexanderArt.com

I’ve got to say, this SWS stuff is lightning in a bottle! I never even knew this world existed a year ago. I feel like I’m walking with giants! THANK YOU!

Dean Hohn

Transformed My Website Copy

"As a newbie to copywriting, John and Mark taught me in the Simple Writing System how to target my thoughts and refine my writing in a way to tell a story that will hold a reader's attention, which I didn't do before. That has totally transformed my website script from what I had when I started to what it is now. I want to thank you John, all the team, for your guidance, help, and genuine support. You gave me the feeling that I really mattered as an individual and you personally wanted to help me in my copywriting journey."

Sam ClitheroeSam ClitheroeDirect Response Copywriting

Before The Simple Writing System, I would mentally panic before ANY and EVERY copy project. Why? Because I didn't know HOW to start or what to actually do. It overwhelmed me... because there were a million different things I could do. I wasted TONS of time and mental energy just trying to "figure it out".

I was always nervous talking to clients because, while I had a general idea of what to do, I didn't TRULY know.

When I heard John say the SWS was his PERSONAL approach to writing copy and the ONLY system you'll ever need for the rest of your life, I was 100% sold.

I committed to using the SWS approach... to selectively IGNORE any other blog post, copywriting course, or "guru" and focus SOLELY on what SWS taught – I'm proud to say this was definitely the best decision I made.

After just 3 weeks of SWS, I started approaching EVERY copy project the same exact way... and it completely eliminated that pre-project resistance that kept me procrastinating.

My clients noticed the quality of my copy JUMP to new levels. I even had a call with one of the BIGGEST names I had ever talked to about potentially working together. The confidence the SWS approach gave me on that call allowed me to land the client. He went on to say out of what seemed like +100 writers he's worked with, I was the best.

After just 6 months of starting my freelance career, I'm now traveling parts of the world while serving a small handful of satisfied clients... and I give all the credit to John Carlton and the SWS.

Craig WoolvenCraig Woolven

"Your Simple Writing System has instantly turbo-charged my sales letters. $11,000 of new business in 48 hours using just a few of your wickedly effective sales strategies.

John, your Simple Writing System is my step-by-step blueprint for writing killer, kick-ass sales letters. At last, a simple step-by-step system that pulls together all the elements of writing sizzling, money-in-the-bank sales letters.

The videos explain exactly what to do and the workbook is chock-a-block-full of real world examples and my personal tutor made sure I nailed every exercise.

I now know what to say and exactly how to write it. Powerful, laser targeted sales copy at my fingertips using your step-by step process. Absolutely awesome -- thanks John."

James CurleyJames CurleyOHP Golf

"Forget College -- Study John's Advice"

"What I learned in an afternoon from John allowed me to earn more money than did my entire college education. I can't tell you how dramatically this has changed my life! My ads now cook and pull like crazy."

[Full Disclosure: James is a partner at a former client of mine, and he's gotten so good that I've both hired him to write for my business, and asked him to be a teacher in the Simple Writing System Coaching Program.]."

Andrew HryniewiczAndrew HryniewiczChelsea, UK - AndrewWayfinder.com

Before SWS I struggled, rambled and "explained" my unique, and (very) hard-to-describe spirit coaching and healing work.

Now... I know what and how to say (and structure) my message to make readers say 'That sounds amazing...'.

I'm finding that the words and pages I need are just flowing out!

Everyone promises "to crack the code". John (and the great SWS teachers) deliver!

Massive thanks.

Tom WilkersonPhoenix, AZ

Topped Our Best Month Ever... In Just One Week With New Tactics

"In the last 3 months conversions on my website have gone through the roof. Last week we had 17 sales ($300 info product) with less than 300 unique visitors to the site, which is by far the best
month we ever had in just 1 week.
My data base guy is foaming at the mouth to find out why my analytics data is sending such a huge spike in conversions and my bounce rate plummeting to the bottom of the Grand Canyon. I implemented changes to my site as I was progressing within the Simple Writing System Training Program and realized after week 3 that I had all my money back. I truly can't wait to see what happens to my bank account and my list at the end of the year!"

Otto TrommOtto Tromm

3 Times ROI With New Skills

"I just sold my most expensive screen ever. And, it was due to HOW I sold it with copy skills. Why am I so sure: - it was to a new customer - in a country where people are known for their fondness of bargain hunting - I am sure we had the most expensive offer (competitors offer a similar size screen at a third of the price) - it was the first time that such a screen was sold from a web inquiry. Wanna know how expensive the screen was? 25,000 euro (or about 35K in US$) without shipping or installation.

So thanks guys (David and John), I just made my investment in the Simple Writing System back 3 times on this order alone."

Bernadette DoyleBernadette DoyleClientMagnets.com

"THANKS! I got a quick ROI on this and my bullet writing is transformed forever. Very happy student here. Apart from the excellent content, you structured it so I actually worked through and applied the content. It's so easy to let books and programs gather dust - you made this really usable and I've benefited as a result."

Daniel AxelrodDaniel AxelrodRealSalesCopy.com

Within 10 days of graduating from the Simple Writing System Coaching Program:

-- I went to a James Malinchak seminar where merely mentioning I completed SWS led to attendees scheduling a sales call to discuss copy services. One person even said "I was so proud of myself for doing the videos on my own and you actually did the coaching program! You must be amazing now." So yes, there is credibility in The Simple Writing System name.

-- A company where I've been working as a part-time copywriter has been so impressed with me taking them through the SWS steps that they've asked me to come on board as Director of Brand Marketing with a robust salary package.

-- The CEO of that company has told the sales directors to consult me on all new sales scripts. Rather than being irritated by the new guy taking over, they LOVE it. The top sales director told me she wants to carry a recorder when I explain sales concepts because there's so much gold. I gave her a line of sales copy today for new sales trainees, and she exclaimed "Oh my God, THAT'S HOT!!" so loud the entire office heard and probably assumed something inappropriate.

And ALL of this is even before applying the concepts to writing copy! Robert's critiques have not only helped my copy but totally revolutionized my understanding of how selling works.

Kevin RogersKevin RogersCopyChief.com

I was a former dead-broke comedian with a few sales letters under my belt when I discovered Carlton's teaching. John's coaching and the SWS are responsible for millions of dollars in revenue to my business. Even more crucial is the CONFIDENCE I gained as a salesman in print. SWS is like injecting persuasion into your brain and feeling it shoot from your fingertips.

Adam CloetAdam Cloetbodysystems.ca

"Over 6 figures/year into my pocket."

"For me... Copywriting was my lacking skill...

I never knew how to write effective copy, and John you've done a GREAT job... the SWS blows away any "system" I've seen in a long time. It's pretty much idiot proof.

To top it off, my motivation after this course has never been so high... Since starting it I've sold 2 new franchisees (which adds over 6 figures/year into my pocket. I'm starting to blast off writing follow up sequences....I've also finalized my entire franchise manual for all of my stores, and my web guy is starting to build a new website for my retail stores and will use your copywriting to make it smash the competition as well as build an avenue through the site to franchise even more...

I can't thank you enough... this is a program geared for REAL business minded people... it's the real deal... not some fancy, full of fluff, way of repackaging old basic marketing. Thanks John!"

Kamron KaringtonKamron KaringtonRepeatReturns.com

$25 Per Minute!

"John, I made over $25 per minute using JUST your "power words" list. Increased click-throughs by 107%, and stuffed $10,500 in my pocket while sipping my morning coffee, using your tactics to rewrite some lame headlines for a client."

The testimonials and case studies on this page are, to the best of our ability to determine, all true and accurate. They were provided willingly, without any compensation offered in return. These testimonials and case studies do not represent typical or average results. Most customers do not contact us or offer to share their results, nor are they required or expected to. Therefore, we have no way to determine what typical or average results have been. Many people do not implement anything we teach them. We can't make anyone follow our advice, and we obviously can't promise that our advice, as interpreted and implemented by everyone, is going to achieve for everyone the kinds of results it's helped the folks on this page achieve. The income statements and examples on this website are not intended to represent or guarantee that everyone will achieve the same results. Each individual's success will be determined by his or her desire, dedication, marketing background, product, effort and motivation to work and follow recommendations. There is no guarantee you will duplicate the results stated here. You recognize any business endeavor has inherent risk for loss of capital.

Copyright 2018 - JCSD Publishing LLC - All Rights Reserved

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