John Carlton's
Simple Writing System Express Course

"The Pint of Beer Challenge"
Lesson #3 - Close The Deal

You’ve made it to the home stretch!  You survived Lesson #1 and Lesson #2...

(If you haven't looked at those lessons, please do. Just like in the full Simple Writing System, the lessons in this Express Course are meant to be completed in order.)

I love reading your takeaways and "ahas". That’s exactly why John Carlton designed the SWS Express Course – to show how easy (and fun) success can be when you have the right map.

And now, it's time for the most important part of your business...

Getting Paid.

You won't stay in business long if you can't Close the Deal.

Yet it's one of the biggest blocks I find business owners stumbling over. Let’s take care of that right now.

Here’s our man, Mr. Carlton with three specific tips…

Good schtuff!

Now you know your ABCs. Always Be Closing.

And just like the last two lessons... it's your turn now.


1. You've watched the video

2. Think about what you can do to reverse risk

3. Can you map out the exact process by which money gets into your hands?

4. What can you add to your offer to boost value?

5. Write it all out in the comments section...

6. And I'll hit you back with some feedback.

Teaching this course to over 1000 people, we've learned it's not uncommon for people to get tripped up on #4, "What you can add to boost value?".

Don't worry, we got your back.

Here are some ideas for you (courtesy of my colleague, Colin Chung)...

MEDIA

Text

Audio/CD

Video/DVD/CDROM

Recorded Teleseminar

Recorded Webinar

Live Event

ORGANIZATION

eBooks

Reports

Worksheets

Checklists

Resource Guides

Quick Start Sheet

Modules

Lessons

App

ACCESS

Membership Site

Ongoing Newsletter

Support

Ongoing Training

Forum Access

Call-In Days

Live Teleseminars

Live Webinar

App

DONE FOR YOU

Done For You

Insurance

Warranty

Check-Ups

Free Gas/Batteries

If you took a look at this list and said to yourself, "That's fine for info-products and high level services like consultants... but my business is different."

THINK AGAIN!

That’s enough from me for now. I'll let you at it.

See you in the comments section.

Warmly,

Aaron Gentzler
SWS Express Guide

P.S. If you haven’t done the exercise from Lesson 1 or Lesson 2, yet... you really ought to.

John Carlton's Simple Writing System was 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. And then Lesson 2.

I'll be spending most of my time here today, but I'll try to jump back to the Lesson 1 or Lesson 2 exercises and give you some feedback and tips if you post today.

In any case, you will find all of the replies I've made so far. I think you'll get a lot of value out of reading the comments on both pages.

These SWS "Pint of Beer Challenge" Express Course lessons will be available for just a few more days.

You can still devour the staggering amount of copywriting and marketing experience Aaron handed out during the week of free coaching.

Watch the videos… do the exercises…

… and don't forget slots in the complete Simple Writing System Coaching Program are going fast.

Enter your SWS Exercise in the Comments Section below...

Karen AlisonKaren Alison

Was the SWS a life-changing experience? You better believe it!

Unlike some students in my SWS class, I was not an experienced marketer or sales copywriter. I had written three or four websites, but the two existing ones were not converting and I was at a loss as to how to make them generate income. I wrote good articles, judging by the comments and emails we received, and we had created a useful product, but we weren’t selling.

As I worked through the lessons of the SWS, with John’s probing guidance, all that changed. I learned about the different elements that have to be part of a sales message – long or short – and my writing style began to change. I began to choose words differently and work harder to find compelling language.

More importantly, my thinking changed. I began to think like a marketer who is communicating valuable information to persuade my prospect into buying, instead of an ignoramus blindly hoping to capture a few sales.

John has a saying. "If you have a good product, shame on you if you don’t do everything possible to get it to the people who need it."

That puts a whole different perspective on things, doesn’t it? The SWS makes it clear that it’s your responsibility to reach out to your prospect successfully, and shows you exactly how to do that.

The course is structured in bite-sized steps to lead you through the process of creating an effective sales message, so you have a chance to think through and work with each crucial aspect. At each step, John’s incisive "tough love" feedback showed me where I could improve, when I needed to work harder to really get the lesson, and when I was actually writing well!

I also learned enormously from reading the other students’ posts and the input they received from our coach. The synergy of working in the classroom structure was so powerful, I know it has moved me forward by a quantum leap. My brain is bursting now with new ideas for products and sales messages that I can feature on our sites.

Finally, I understand the process of creating a sales message, so I know what I'm doing instead of fumbling around in the dark, hoping to luck into a good result.

When you are able to rely on tested sales concepts assembled by a pro from his many years of highly-successful copywriting, you have an unfair advantage you won’t find anywhere else. I know... I’ve looked. I've taken courses with some of the most prominent internet marketers and there is nothing with the clarity, simplicity, and focus of the SWS out there. Nothing.

This level of instruction – making the copywriting process 'simple' for the student - can only be achieved by a master writer who has spent years honing his chops to the point where he can teach you exactly how to put your own powerful, dollar-pulling sales message together.

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.

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!"

Robert PierceRobert PiercePresident, Tactical Response Solutions, TRSDirect.com

"John has created millions in profit for us. We pitted his ads and letters against big-city ad agencies, PR firms, and writers with lots of awards... and John slaughtered them all. He consistently hits 'home runs' for us -- 20-to-1 return in profit is not unusual. He has saved our butts on several occasions.

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.]

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.

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."

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."

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.

If you have to pick just one resource for learning copy, The Simple Writing System is it.

I read all the copy books, yet I was still frozen by performance anxiety every time I sat down to write.

Now that I'm better at research and understanding my avatar, writing is so much easier and faster. The research lessons alone were worth the price, because they got me inside the prospect's brain in a way no other book or course was able to.

I appreciate how you guys broke down the entire writing process step by step.

Good writing isn't a fluke, it's a formula. (And I don't mean those B.S. formulas you see out there for how to write a sales page).

The SWS taught me the nuts and bolts of crafting a killer sales argument are deeper than just hooks and headlines. And good luck finding material out there that explains all of this in a way practical and down to earth like it's done in the SWS.

Definitely glad I chose the private coaching option, too. Colin gives the best insights, took the SWS lessons to another level, and gently redirected me when I missed something. At least 80% of the value I got from SWS came from the private coaching. My only regret is that I didn't find you years earlier.

Caleb O’DowdCaleb O’DowdFlorida

Pure Gold

"I've written pieces that have pulled in millions of dollars. Yet, when I sit down to write copy, I pull out my swipe file of John Carlton's stuff, and study it like my life depended on it. He is one of the few true experts in advertising. Pure gold."

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.

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