John Carlton's
Pint of Beer Challenge
Lesson #1 - The Bar Conversation

You made it! Welcome to your first lesson of my Pint of Beer Challenge express copywriting course.

Got your beverage ready? (If you're really going to stick to the premise...)

Ready to rock?

This first lesson is one of my favorites.

You're going to lay the foundation upon which you will build the rest of your copy.

It doesn’t matter what you’re writing:  ads, emails, blogs, sales letters, VSLs, social media posts, affiliate copy, webinars, presentations, white papers, phone scripts, whatever.

You’ll continually refer back to what you learn from this lesson today.

Sticking with our theme, it starts with alcohol. (If you’re not a drinker, don’t worry. It works with water and coffee, too. You’ll get where we’re going with this…)

Click on the image to watch the short video lesson below, and we'll talk again in a minute.

Insightful stuff, huh? Now let’s turn it back to you.

Here’s what I want you to do:

1. You've watched the video. (Go YOU!!!)

2. Now, think what your “perfect prospect” (who’s sitting next to you at this bar) would say...

3. And, write that conversation out.

That's it!

Now, if you're a little stuck and drawing a blank, here are some questions to help you through this...

  • How did the last guy screw over your prospect? (What is she afraid might happen again?)
  • How is the prospect's significant other annoyed with him over this problem? (What does he say to try to “sell” her on this?)
  • What is the prospect vocally frustrated about regarding this problem? (What does she tell others?)
  • On the flip side, what is the prospect hiding from their spouse or too embarrassed to talk about? (What are the real reasons he has this problem that he doesn’t want to talk about?)
  • What specifically about this problem keeps your prospect up at night? (What does she fear is the worst thing that could happen?)

The key here is to get into their innermost thoughts and environment.

The key to getting better at copywriting is to actually write.  Don't just read about how to write or watch videos where someone tells you how to write.

Open up your favorite word processor or grab a piece of paper and a pen.

Go ahead and give it a go. Write out what your prospect is dealing with.

Stan Dahl

Your Pint of Beer Challenge Host


 Important note from your host, Stan Dahl.


When you've finished this exercise, you should find an email with Lesson #2 in your inbox.

Or you can get to Lesson #2 by clicking on this link.

In this mini version of The Simple Writing System, just like the full program, everything happens on your schedule, not ours.

I strongly suggest -- this is based on helping over 1000 people through this program -- you take a few moments to think about... and then really do write each exercise.

Drink as slowly as needed :)

 Just like in the full Simple Writing System Program, these mini-lessons are in a specific order.  They build on each other. Skipping ahead won’t help you in the long run.

Look for an email from me in your inbox.

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.

Matt Marshallfreelance copywriter

Carlton Got Me FIRED

"I had a cush job at one of the world's largest ad agencies. Then I found John's materials, and discovered the how to SELL, not just win awards. The agency hated my new style and gave me the boot. Which was a good thing -- my first year on my own, I'm on pace to earn FOUR TIMES my yearly salary at the agency. Thanks, John."

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."

Yanik SilverYanik SilverSureFireMarketing.com

I Use This Every Time I Write For The Web

My highlighter ran out 6 pages into Section 7! This course is going on my A+ shelf of resources I use every time I write a sales letter for my web sites."

Antony RuffinAntony RuffinMatthews, NC

Write More Effective Copy, In Less Time

"Everything was great. Being able to do it on my own time was a plus. The videos were high quality and the workbook has information that I have used to get good results…The Simple Writing System gave me a blue print where I can focus my efforts on each step of the puzzle. Now I can write more effective copy in less time. It gives me the ability to write my own sales letters without using someone else's work as a template for the whole thing"

John ReeseJohn Reese

"John Carlton is one of the best marketers in marketing HISTORY. I have learned a ton from him... and you should soak up everything from him that you can. It will only help you make more money from your Internet marketing efforts."

[Full Disclosure: We did not know or work with John Reese when he sent in this quote. We are now affiliates and colleagues.]

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.]

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.

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."

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."

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.

Dan KennedyDan KennedyAuthor, No B.S. Marketing Series

"John Carlton is a copywriter I would hire, and there are damn few of those. Further, I would pay to be in a room to learn from him, and there are even fewer people on that list."

Ken CalhounKen CalhounStockTradingSuccess.com

Sold Out The Show

"You inspired me to write a new pitch to my house list, using your tactics... and it generated a near-DOUBLE response rate (over 203 requests in under 24 hours, at $495 a pop). Sold out the show."

Lorrie MorganLorrie MorganRedHotCopy.com

"When my copywriting business was operating in the red, I bit the bullet and invested in John's stuff. Know what? I started making money. Lots of it. The subtle tweaks and step-by-step system I learned from John shot conversion rates through the roof. And I confidently raised my fees by 60% because of everything I learned from him... and my fees continue to rise."

[Disclosure: Lorrie has turned into such a successful copywriter and consultant that she's become a frequent Simple Writing System's Coach.]

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."

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."

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!

Kevin Hill

$340,000 in 7 Days

"I started working for internet marketer Russell Brunson as a full-time copywriter and had only written a handful of letters up until that point. He asked me to write a sales letter for our 12-Month Internet Millionaire launch -- my first major launch. I was a little nerved up and repeatedly referred to John's course for guidance while writing the letter. Thanks to implementing the quick-start copywriting secrets John revealed in his course, the letter ended up pulling in $340,000 in 7 days.

If you remotely care about becoming a better copywriter and marketer, you need to get your hands on John's materials before your competition does."

Daryl ThompsonDaryl ThompsonInsurMark.net


"Quitting My Cushy 6-Figure Job"

"Our investment education business went from $50k a year in sales to over $200k in six months, thanks to John Carlton (and a hot webmaster from Houston). Thanks to what I've learned, I'm quitting my cushy six-figure a year job to go full-time in this new business!"

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."


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