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...

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."

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!!

Amanda FoxcroftAmanda FoxcroftAmandaFoxcroft.com

Simple Writing System, and John Carlton's ferocious coaching, has been the best copywriting education investment I've ever made.

Before, I knew of the parts of the sales letter, but didn't know how to make each element sing with persuasion. Now, I know how to dig deeper into the minds of my prospects, how to use empathy, and how to assemble and write a great sales letter.

I'm grateful for the Simple Writing System and John's coaching because I wouldn't have known how to fully execute all these principles on my own. I now have a reliable system I can use again and again to consistently turn out amazing copy. Thank you!

Peter IppolitoPeter IppolitoSan Salvador - CuponClub.net

We have top a "Daily Deal" site in El Salvador and Guatemala that sells big discount coupons for restaurants, hair salons, mechanics, hotels, etc.

Inspired by what Carton teaches about "One-Two Punch Bullets" in the SWS, last week we split-test the bullets we've been using on three of our offers.

The results were wild. All 3 resulted in a statistically significant increase in sales.

Argentinian Sausage Sandwiches: 12% increase over the control

Hotel and Spa Day: 28% increase over the control

Weight Loss Treatment: 85% increase over the control

We didn't change anything else. Just the 4-5 bullets near the top of the page.

Goes to show that copy REALLY matters.

Jorge Garcia

"The SWS is an unbelievable, bullet-proof plan for composing the hands-down best copy I've ever written."

"I've been in the freelancing game for 7 years now and always had trouble putting things together. I've got it all: ADHD OCD BP ETC, so perfectionism and a short attention span blasted my workflow to pieces with my previous clients. SWS forces me to sit down, focus on making the cogs, and helps me put together a selling machine.

In ONE DAY I tweaked my Upwork.com profile and I started getting inundated with work requests. It was like no other copywriter had a page quite as sharp as mine. My request inbox was so loaded up I had to turn down several jobs a week. Upwork gave me top-rated status the following week based on how much work and 5-star ratings I was getting. I had to start sending people to my website to get in line for a chance to work with me.

Now I'm charging three times my previous hourly rate and clients are paying my per-project fee. I can't thank you enough for this system. As a fiction writer turned copywriter, it is the one writing tutorial that's actually worked for someone with my thinking patterns.

You should change the acronym from SWS to ROI. I'm making three times as much on freelance projects as I used to and now I HAVE TO TURN DOWN JOBS ON A WEEKLY BASIS. My new copy is bursting at the seams with an irresistible voice and pinpoint salesmanship and people are seeking ME out to work with them (and paying me much more than the other guys). No other book or course comes close. This is the end-all, be-all for copywriting courses.

Thanks a ton for everything."

Harlan KilsteinHarlan KilsteinTheDogingtonPost.com

Million-Dollar Advice

"John's first critique of my copy was a shock -- I thought I was pretty darned good, but he told me to rip it up and start over from scratch, using his specific advice.

I'm glad I had the sense to listen -- my first year, with John's advice stinging in my ears, I earned over $350,000. And this year, I'm bringing in a cool million."

Disclosure: Harlan's arguably John Carlton's most tenacious and successful student. He's one of the Simple Writing System's top coaches.

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.

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."

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.]

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!!"

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!"

Evelyn ByrneEvelyn ByrneOwner, Market iMprint

"SWS is the first course I’ve completed without the fear of 'what to do next'.

I now have a road map to help me write copy that sells.

You know that saying... 'Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime!'

That to me is the essence of the SWS Coaching Program!"

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."

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.

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!!

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.

Before the SWS, I THOUGHT my copywriting was pretty dang good...

In reality, my copy was lackluster, WAAAY overwritten, and often sloppy.

The SWS quickly changed all of that.

After 8 intense weeks of John Carlton tearing my copy to shreds, I discovered how to write tight, persuasive copy -- which reads like a fast ride down a roller-coaster -- and finally obliterated the "copy wrecking" head-trash that had been holding me back.

Mentoring under John Carlton has been a total game-changer for me. Behind his grizzled exterior, and tough-lovin' advice, John really gives a damn about ensuring the writers in his SWS make genuine breakthroughs.

If you're serious about kicking up your copy-chops to the next level... faster than you could imagine was even possible... I think you'd be CRAZY not to jump at the chance to work with John in his Simple Writing System.

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."

Andreea GradAndreea GradPortland, Oregon

30% more business in the last few months!

"What I learned in the Simple Writing System will help me build multiple streams of profits for years to come. I now feel I can truly make more money, create products that sell and attract more clients for my growing business. In fact, I can write my own ads which have brought in 30% more business locally in the last few months. I am so grateful for it. Thank you from my heart."

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!

Al OelschlaegerEncryptaGifts.com

100% Right With Just A Glance

"It's scary how exactly on target you were with your advice based on reading just a few pages of our sales letter. You were 100% right. We've now made over 1,000 sales, captured wonderful customer feedback (as you advised), and are establishing national distribution."

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."

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.

Andrew RondeauAndrew RondeauWeBuildYourBlog.com

Best Investment I've Ever Made

"Best value course I have ever purchased... overall - great course, great value for money, expert feedback - I liked the structure. I have spent thousands of dollars on "internet related" products and in the past I have been personally mentored by not one but 2 'world famous' Internet Marketers (who charge even more thousands of dollars)...and this SWS course beats everything...it is the BEST EVER investment I made. I tell you what really pisses me off - I have spent thousands of dollars being mentored by so-called 'famous household' Internet Marketers and not one of them has suggested what you have John, not one!"

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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