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. 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" 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 still need to do the exercise from Lesson 1 yet... you really ought to.

Like John Carlton's complete 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.

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!"

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.

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."

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"

Ken CalhounKen CalhounStockTradingSuccess.com

Sold Out The Show

"You inspired me to write a new pitch to my house list, using your tactics... and it generated a near-DOUBLE response rate (over 203 requests in under 24 hours, at $495 a pop). Sold out the show."

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!"

Sam ClitheroeSam ClitheroeDirect Response Copywriting

Before The Simple Writing System, I would mentally panic before ANY and EVERY copy project. Why? Because I didn't know HOW to start or what to actually do. It overwhelmed me... because there were a million different things I could do. I wasted TONS of time and mental energy just trying to "figure it out".

I was always nervous talking to clients because, while I had a general idea of what to do, I didn't TRULY know.

When I heard John say the SWS was his PERSONAL approach to writing copy and the ONLY system you'll ever need for the rest of your life, I was 100% sold.

I committed to using the SWS approach... to selectively IGNORE any other blog post, copywriting course, or "guru" and focus SOLELY on what SWS taught – I'm proud to say this was definitely the best decision I made.

After just 3 weeks of SWS, I started approaching EVERY copy project the same exact way... and it completely eliminated that pre-project resistance that kept me procrastinating.

My clients noticed the quality of my copy JUMP to new levels. I even had a call with one of the BIGGEST names I had ever talked to about potentially working together. The confidence the SWS approach gave me on that call allowed me to land the client. He went on to say out of what seemed like +100 writers he's worked with, I was the best.

After just 6 months of starting my freelance career, I'm now traveling parts of the world while serving a small handful of satisfied clients... and I give all the credit to John Carlton and the SWS.

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."

Tom WilkersonPhoenix, AZ

Topped Our Best Month Ever... In Just One Week With New Tactics

"In the last 3 months conversions on my website have gone through the roof. Last week we had 17 sales ($300 info product) with less than 300 unique visitors to the site, which is by far the best month we ever had in just 1 week. My data base guy is foaming at the mouth to find out why my analytics data is sending such a huge spike in conversions and my bounce rate plummeting to the bottom of the Grand Canyon. I implemented changes to my site as I was progressing within the Simple Writing System Training Program and realized after week 3 that I had all my money back. I truly can't wait to see what happens to my bank account and my list at the end of the year!"

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."

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