John Carlton's
Simple Writing System Express Course

"The Pint of Beer Challenge"
Lesson #4


Here's an insider secret the expensive big ad agencies and high-priced copywriters don’t want you to discover…

"How To Create Your First Pretty Darn Good Ad...
In Just 9 Minutes."

John Carlton, here. “The Most Ripped-Off Copywriter Online.”

For many years now, I’ve been teaching people with absolutely zero advertising experience (not to mention a fear of trying to write anything) how to create their very first ad that actually works.

I do this by getting them to stop thinking about doing something most find difficult – write a good ad…

… and instead focus on small parts of real-world, face-to-face conversations they would have with their perfect prospect…

… if it were possible to sit down with every ideal prospect in the world.

Thanks to the internet and the relatively low costs of sending old school “snail mail,” you can get your story… your ad… in front of millions of prospects without ever leaving home.

What you’ve done in your three "SWS Pint of Beer Challenge" lessons can form the backbone of your next sales page, social media post, or YouTube script.

Let me show you how it’s done.

It’s going to take us just about 9 minutes.

You can time this if you want.

Let’s get started, shall we?

Start your timer:

Here’s what you do:

Gather your three SWS Express Course exercises.

You’re going to take those words, add just a few sentences to bring it all together, and you’re done.

Lesson #1: “What Do They Say?” is for inspiration and guidance. Keep that in front of you, so you never lose focus that your ad needs to address helping that person solve that problem.

And nothing else.

Do not burden or confuse them with other things you can do.

Do not try to sell other stuff – the best way to get a good ad working is to have ONE thing to sell.

You can sell your prospect other stuff after you’ve made that critical first sale.

Lesson #2: “What Do You Say?” is the opening of your ad. While you’re still learning how to write copy, keep it just that simple.

Lesson #3: “Closing the Deal” will do exactly that. Make the offer. Tell them the one thing they need to do next (right now!), so you can solve that problem they talked about in Lesson #1.

Between your Lesson #2 and Lesson #3 exercises, you’re going to throw in just a bit of salesmanship.

Maybe a success story or testimonial from a happy customer?

Maybe a few lines describing their lives once their problem is no more?

Below is a sample ad I wrote in a workshop years ago.

As you read through it, notice what a compelling little sales story it is and how I never deviate (even one sentence) from the model.

Along with your SWS Express Course exercises, use my ad as a model, and write yours.

The first draft, which should mostly be copy/pasting from your exercises, shouldn’t take you much longer than 9 minutes.


Are you getting lots of hits… but not converting them into sales?

“How To Quickly Double The Number Of Sales
You Make Online.


Hello,


My name is Joe Green.


And if you would like to discover an easy, fast way to at least DOUBLE the number of sales you’re getting right now with your Web site… I can show you exactly how to do it.


This is something I do extremely well. And I have been doing it for two years now, online. I started out with horrible results, just like you. Then, I discovered how to double the number of hits to my site who became customers.


Then, I doubled it again.


This took just a few days, once I put the right elements in place. The result: My sales shot up. I went from earning less than a grand a month, to earning over five grand a week.


I’ve also helped 3,187 other people to do the same thing with their online businesses. This includes ABC, Inc, and XYZ company -- both are respected corporations who sell both online and from their stores in New York. And both companies DOUBLED their online sales within a month of following my simple advice.


“Thanks again for helping me with my Website --
sales are now over five times what they were last month.”
Suzy Smith, Chicago

Here’s what I do: I uncover the ‘leaks’ in your Money Funnel, and show you how to plug them instantly. That means more people stay around to hear what you have to say and absorb your sales message. And that means more sales.

I also quickly uncover the mistakes you’re now making that – like most struggling businesses – are interfering with completing the sales process. Just removing these roadblocks will increase sales by another 50%, overnight.

Even more important… I can show you how to increase the “magnetic power” of your sales message to the point that – overnight – you can see double, triple, and even quadruple the results you used to get.

I’ve put all this information into a simple e-book that you can check out right now, if you like. The cost is just $49.

You don’t risk a penny by doing this. Take six months to decide. If you’re not happy, you can get a fast refund, with no questions asked.

To order, click here, fill out the order page and follow the three simple directions. You are seconds away from having this amazing e-book in your hands.

And you can see for yourself what all the fuss is about.

Thanks.

Joe Green

P.S. If you order right now, I will also send you a free audio report on how to instantly increase the amount of traffic you drive to your site. So the numbers of raw hits you receive gets a dramatic boost… just as you’ve discovered the simple secrets of converting those hits into sales.

Result: Even more profit than you ever dreamed possible.

Check this out now, while you’re thinking about it.


And that’s pretty much all there is to writing a darn good ad.


We added this bonus 4th SWS Express Course exercise to make sure you see an example of how to “tie it all together” and create an ad.

Too many people do over-complicate this step when they are first learning.


We know you’re a better marketer now that you’ve seen how an experienced copywriter creates a full ad from only these few pieces.


And you’ll be even better if you take just these few minutes, do this step, and create that ad.


When you're ready to expand on your sales pitch, you will take these basic elements as your foundation. Even 30-minute videos and long web pages can be broken down into these sections.


Rookies get hung up on the idea that someone is reading what they're writing.


It's a trap that will destroy response rates. Because your reader will quickly become a NON-reader as soon as you bore him… or insult his intelligence… or lose him with tangents or irrelevant stories.


Just like in real life, when you're talking to someone.


The closer you can make your copy read like an actual conversation, the higher your readership will be.


And that means more results.


Stay frosty.

  John Carlton

P.S.  As I’m sure you’ve figured out, this “express course” is a mini-version of my complete Simple Writing System Coaching & Mentoring Program.

My hope for you is that these few lessons demonstrated that if you follow a proven process…

… and get personal coaching and feedback every step of the way…

… you can write ads that will bring a lot more money into your business and your life.


There is a way you can learn my entire copywriting system...


... and get months more coaching and support from Lorrie Morgan.

Head over to this page to learn about, and claim one of the few spots in the next Simple Writing System Coaching & Mentoring Program.

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."

Perry MarshallPerry MarshallBestselling author of Ultimate Guide to Google AdWords and Ultimate Guide to Facebook Advertising

"John's input on my website increased my flow of sales leads by 50%. Also, his advice to trash my sales letter and start fresh (with very specific instructions on how to do it) DOUBLED my sales conversion rate! He was right -- this gets exciting, fast."

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."

Tanja PislarTanja Pislar@tanjapislar, UK

The SWS is the FIRST and ONLY online course that I ever finished. Ever. And I bought a few of them that are out there. The SWS is that good.

You get your own, personal, PROFESSIONAL copywriting instructor.

One that does this for a living, for BIG MONEY.

You spend 8 weeks with him and he helps you develop your sales letter specific to YOUR situation.

I entered the course as a rookie... and left it with a clear idea what a winning sales letter looks like.

Now, I have the recipe to write my own. A checklist that will sit on my desk for a long time.

I already went through all the material a couple of more times since the course finished.

I loved this course so much that I am now pursuing this as something I want to do for money - a career change. From a web developer, I am training to become a professional direct response copywriter.

Seriously, if anyone reading this is on the fence - just click that button and buy it. You will definitely finish this course - it won't stay unwrapped under your bed :)

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.

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."

Andrew HryniewiczAndrew HryniewiczChelsea, UK - AndrewWayfinder.com

Before SWS I struggled, rambled and "explained" my unique, and (very) hard-to-describe spirit coaching and healing work.

Now... I know what and how to say (and structure) my message to make readers say 'That sounds amazing...'.

I'm finding that the words and pages I need are just flowing out!

Everyone promises "to crack the code". John (and the great SWS teachers) deliver!

Massive thanks.

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.

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."

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.

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.

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."

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."

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."

Lisa WagnerLisa WagnerRugChick.com

Tripled Response!

"You know that new 'hook' you insisted I try in my sales pitch? It TRIPLED response! This translates into several hundred thousand dollars in sales over the coming year. You are on my Christmas gift list for life, dude."

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.]

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."

Sean QuinnSean Quinn

"In Northern Ireland, bricks and mortar businesses are beginning to realize they need to evolve. So I'm writing their sales and marketing funnels, from opt-in video scripts, free reports, direct response letters, to posts and emails for nurturing campaigns.

Good copy and sales funnels are a whole new concept to almost all of them, which gives me an endless stream of prospects.

At last it's paying off.

The Simple Writing System Coaching (and persistence) has given me the advantage over other copywriters, but I keep cool, and stay modest.

What I've learned from you means I know how to can help clients in almost any industry.

My thanks to you and John."

Amanda FoxcroftAmanda FoxcroftAmandaFoxcroft.com

Simple Writing System, and John Carlton's ferocious coaching, has been the best copywriting education investment I've ever made.

Before, I knew of the parts of the sales letter, but didn't know how to make each element sing with persuasion. Now, I know how to dig deeper into the minds of my prospects, how to use empathy, and how to assemble and write a great sales letter.

I'm grateful for the Simple Writing System and John's coaching because I wouldn't have known how to fully execute all these principles on my own. I now have a reliable system I can use again and again to consistently turn out amazing copy. Thank you!

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."

Evelyn ByrneEvelyn ByrneOwner, Market iMprint

"SWS is the first course I’ve completed without the fear of 'what to do next'.

I now have a road map to help me write copy that sells.

You know that saying... 'Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime!'

That to me is the essence of the SWS Coaching Program!"

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.]

Jazmin Onyx

"John Carlton's Simple Writing Course truly is an opportunity of a lifetime that will result in that one defining moment that you will look back on for the rest of your life resulting in the breakthrough you have always looked for but didn't know how to find.

If you don't take advantage of this course, you are missing out on one of the most powerful tools anyone can ever acquire - to be applied to almost any goal you wish to attain.

If you let it pass you by, then you will be kicking yourself in the ass for a really long time.

Every promise made exceeds expectations and the over delivery of value is worth many times the price of the course. John's coaches are a "brain trust" unequalled anywhere else in the marketplace.

You will truly be learning from the Masters of the Craft. Learning Copywriting from John Carlton is like learning guitar from Eric Clapton. It is an honor and a privilege to be his student."

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.

Frank KernFrank Kern

"When John talks about changing your life, he's not kidding around."

"Just before the famous StomperNet launch, everything was in doubt. We cornered John for advice, and in just a few minutes he provided such clarity that the fog melted away... and I was finally able to write the pitch that made Internet marketing history, with record results.

That's twice he's helped me -- long ago, when I was broke, clueless and desperate, I somehow found John's 'Kick Ass' course... and halfway through, a calm confidence came over me. I told my wife that everything was going to be all right, because this really made sense. When John talks about changing your life, he's not kidding around."

[Full Disclosure: We received this quote from Frank before he was "the Frank Kern", the well-known marketing expert. I had yet to meet him when he first bought and read my course. We are now colleagues and recommend each other's materials.]

>