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 going to stick to the premise...)

Ready to rock?

This first lesson is one of my favorites.

You will 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 learned 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!

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 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 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 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.


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

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

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

Based on helping over 1000 people through this program, I strongly suggest you take a few moments to think about... and then write or type each exercise.

Really.  Please do it. Don't tell yourself, "I'll get to it someday."

You almost certainly will not.

"Someday never comes." , as John Fogerty taught us 50 years ago.

Today is your day. Please, do not put this off.

Congratulations! In the next few days, you will finally know how to attract prospects and close sales.

Drink as slowly as needed :)

Like the complete Simple Writing System, 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.

Stacey MorgensternStacey MorgensternHolisticMBA.com

"John promises a lot in the SWS. You get 200%. I don't even know how to calculate the ROI on this one. I am only half way through the course and one specific tactic I've used this week has generated at least $2,000 in passive revenue - and that was the FIRST time I tried it!"

Alex MandossianAlex MandossianMarketingOnline.com

John Carlton is a world-class copywriter, teacher, and trainer.

He doesn't just tell you how to do it. He doesn't just show you how to do it. He involves you so you learn and you burn those ideas into your mind so that you pick up his strategies and techniques... and the way to apply the psychology of world-class copy.

Most copywriters just write about writing copy. John shows you how to get deep... How to bury your mind into the mind of your prospect.

I want to thank John Carlton from the bottom of my heart. I give John my highest endorsement.

Chris PayneChris PayneTriumphOverChallenges.com, United Kingdom

Profits Through The Roof

"I used Carlton's tactics in my advertising online, and profits went through the roof. That meant we could move into a bigger house, and I've kit it out with the most amazing high-tech gear. I would not be here today without John's help"

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."

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!"

Peter IppolitoPeter IppolitoSan Salvador - CuponClub.net

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

Inspired by what Carlton 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.

April MorelockIndiana

"Two months ago I had little hope of making it in this business. Now, after taking John's specific advice, I'm quitting my day job and doing this full time."

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."

Marc Boninthecarbutler.ca

"Before SWS I was hesitant about writing a sales letter because I had no one with marketing knowledge that could give me feedback. Now I have a system. Thanks SWS crew!"

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.

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."

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!

Craig ForteCraig ForteServiceForLife.com

Making Crime Pay

"Who says crime doesn't pay? John let me 'steal' one of his ad headlines for a seminar I was holding... netting me a cool $251,771 in just 3 days. I don't know any decent marketer who would be caught dead without John's help."

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."

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."

Jeff GardnerJeff GardnerTX


Massive Breakthrough Generates $70,000

"I had a massive breakthrough reading your stuff, John. Over the last 14 days, what you taught me generated an extra 20,979 in sales! Thanks again."

(Update: "After a full month, my take is now $70,000! Note to self: Follow John's advice!")

Rich SchefrenRich SchefrenStrategicProfits.com


$287,000 The First Week!

"After listening to John for less than an hour, my mind caught fire and everything fell into place. I immediately produced my first sales letter ever... and it brought in $287,000 the first week! You can bet I seek out his advice every time I make a major business decision."

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."

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."

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