John Carlton's
Pint of Beer Challenge
Lesson #2 - What Do You Say?

You made it! Since you’re here for Lesson #2, I’m gonna assume you finished Lesson #1, right?

(If not, march yourself back there and finish Lesson #1 right now. These lessons build on each other. And you’re not doing yourself any favors by leapfrogging around.)

You’re in for a treat with Lesson #2 because it’s all about each one of our favorite subjects – OURSELVES.

That’s right. The first lesson was about your prospects. This one is about you.

We’re going to craft the second part of your foundational copy today: Your Elevator Pitch. (I used to hate these…until I mastered this lesson.)

You’ve probably been told you need to explain your business in 30-60 seconds.

But how can you do it in a memorable way that gets your prospect wanting more?

John Carlton is about to teach you the "one-sentence formula" that’s responsible for untold profits.

Easy peasy, right?

Just like the last lesson... now, it’s your turn.

1. You've watched the video.

2. Now, fill in the blanks for this simple formula.


Remember, the one-sentence-formula is...

A. We help [group of people]

B. Do/Get [benefit]

C. [better, cheaper, faster or easier]

D. Even if [worst case scenario]

I’m going to assume you’re good with A (group of people) and B (what problem your business solves)...

But you might get a little hung up on C (how you’re different).

This is why it's important to (really) take the time to write these exercises. Challenge yourself.  It's the best way to improve your copy.

Stan Dahl
Your Pint of Beer Challenge Host

P.S.  If you haven’t done the exercise from Lesson 1 yet... you really ought to.

Just like John Carlton's full Simple Writing System, this mini-course is designed with an internal logic where you go from step 1 to step 2 and so forth.

Skipping steps can really hurt you in your copy training.

I'm serious. Do 'em in order. Go back to Lesson 1 now, and do the exercise.

P.P.S.  When you're finished with this exercise, check your inbox.  An email that will take you to Lesson #3 is waiting for you.

In that lesson, you'll learn three tactics (some call them tricks) to get your prospect to take out his credit card.

#3 is the lesson that gets you paid.  That's the difference between a "business" and a "hobby."  You don't want to miss Lesson #3.

Click here to get to the 3rd Lesson.

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."

Chris McCombsChris McCombsChrisMcCombs.net

Earning a High Six-Figures Annually Online

"Before I discovered John Carlton I had NO IDEA how to write good copy... and I'll admit I was pretty skeptical about investing in his programs because it just didn't seem possible that I would be able to influence people with print like John does.

Well let me tell you that John's teachings have not only helped me increase conversions by over 511%, but John has been one of the backbones to me earning a high six-figures annually online.

Not only do I use John's strategies in my sales copy and videos, but his tactics have also helped me develop a cult-like following on my blog, making my blog the #1 blog AND website in the world in my niche where I'm able to get as many as 8039 visitors to my blog in one day all from free traffic sources... THAT is the power of the influential writing tactics John showed me how to do.

I love waking up and seeing all the money roll in my bank account... even while I'm off doing whatever the hell it is I want to do"

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.]

Tom VenutoTom VenutoBurnTheFatFeedTheMuscle.com

50% More Orders

My average order is 50% higher (and more) since I adopted your idea. I love your outlook, and your advice cracks me up while bringing in the results."

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.

David DeutschDavid DeutschWorld-class freelancer with controls for Boardroom, Phillips Publishing and other major league mailers... and a frequent Simple Writing System Instructor

Million Dollar Confession

Early in my career, I had the good fortune to discover John Carlton -- and he deserves much of the credit for my success as a freelancer. I hereby confess that many of the ideas behind the million-dollar controls I've written can be directly traced to what I learned or stole from John."

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."

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."

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!"

Terry DeanTerry Dean

Boosted sales by 70%

"Your headline suggestion for one of my web sites boosted sales by 70%! This equals an extra $3,000 every month...from ONE simple change. Thanks."

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."

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."

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!"

William McCreedyWilliam McCreedyFutures Trading Secrets

Tripled Sales In One Month

"Your course is fantastic. I have tripled my sales in a month and I am only now getting started fine-tuning and testing."

Michael RichesonMichael RichesonNewberg, OR

"Brought in more than a dozen high-ticket members ($4,000+ each)."

"I read "Kick-Ass Copywriting Secrets" a few months ago. It was so good I bought the Simple Writing System course. A couple weeks ago I had a chance to put it all together for a client of mine. Using what learned, I wrote a Facebook ad, a 3,000-word sales letter, and an email sequence.

The ad finished with a 6 percent CTR, the sales letter had a nearly 30 percent completion rate, and the email sequence (so far) has brought in more than a dozen high-ticket members ($4,000+ each). All from a $150 ad spend.

No way I could've pulled that off without John’s book and course. Thanks for all the valuable info!"

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!"

Dr. Ken NewhouseDr. Ken NewhouseDentalTown.com


30% more business!

"You showed me how to take my marketing campaign over-the-top. Because of you I had to increase my fees three times. My income has tripled, and your techniques allowed me to develop a waiting list of clients that is 6 months long. When I saw some of the so-called industry greats sitting in your seminar, following you around like a Big Buck during breeding season, I knew I needed to suck as much info out of you as I could. What you teach is worth 1,000 times what you charge."

John LaneJohn LaneTaxSaleLists.com

30% Boost In Conversions

"I have been using some of the things John teaches in our email campaigns for our free workshop and our attendance each week has gone up by about 40%. I also used some of his suggestions in the power point for the free workshop and our conversion rate to the paid workshop has increased by about 30%. We were converting about 5% to a $1,297 workshop, now we are just under 7% conversion.

Michael NormanAustralia

Free Money!

"Amazing! My web site conversion rate has nearly DOUBLED, just from what you've taught me. And guess what? Also following your advice, I tested a much higher price... and the conversion rate was not affected at all. That's FREE MONEY without any extra work! You were right, John."

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.

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"

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"


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