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.

Craig ClemensCraig ClemensNew York, NY


Thanks For Giving Me A Better Life

"Since 2005, your simple writing strategies have earned me and my clients millions. It all began when Eben Pagan shoved a copy of your course into my hands and said "Study every word and then write me some copy!" I was hooked, and got my hands on everything you produced.

My career as a copywriter has flourished since then, because you helped me understand the psychology behind a great sales message. In fact, just last month I booked a project that brought me a fat $15,000 (plus 5% of the gross sales in royalties)... and it took me just one week of work.

The beauty of writing sales copy is that it's not the writing that brings in the money... it's the knowledge of what to write about to get people to buy. And there is no one on earth who knows this -- and can teach it so you "get it" quickly -- better than John Carlton. Thanks, John, for giving me a better life."

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."

Paul Greig SmithPaul Greig Smith

12 sales in 22 hours on a $4000 offer!!

I was inspired by The Simple Writing System lesson on "Turbulence."

I went through it carefully (and poured over John's Power Words Report) before crafting the final call to action.

I made at least a dozen edits. Kept reading it aloud.

I was still nervous. A little unsure. So I sent the email to just part of my list.

12 sales in 22 hours on a $4000 offer!! (The entire trip sold out in a week.)

I couldn't believe it!

As the bookings came in, literally everyone said words to the effect of, "Bloody hell Paul, I wouldn't miss that for the world!"

"Turbulence" really worked!

Thanks, John!

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.

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!"

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."

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!

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."

Markus KurodaJapan

"Studying John Carlton's writing, and adapting it to Japanese culture, has allowed me to dominate an entire Asian market. It's just unbelievable what you can do when you learn what's in John's amazing bag of tricks."

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."

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!"

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"

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"

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."

Joe PolishJoe PolishPiranha Marketing, co-host of iLoveMarketing podcast

"Phenomenal content. Of all the marketing, advertising and copywriting experts I pay attention to, John Carlton is by far the most articulate and passionate and knowledgeable (and funny). I get more value just from your hilarious, ballsy stories alone than from the serious efforts of most other gurus. Man, you've helped my advertising get wicked-good."

[Full Disclosure: Joe has been a trusted colleague for many years.]

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.

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."

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."

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."

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!"


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