John Carlton's
Simple Writing System Express Course
Lesson #2 - The Elevator Chat

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. Now 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?

Once again, I’ll hand you over to my trusted mentor, John Carlton, who will teach you the "one-sentence formula" that’s responsible for untold profits.

Easy peasy, right?

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

1. You've watched the video.

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

3. And, write it out in the comments section below.

4. I'll get back to you with feedback in a jiffy.


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]

As always, I’m here to give you a boost if you need it.

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). Just let me know in the comments and I’ll be at your service.

Warmly,

Lorrie Morgan
SWS Express Guide

P.S.  If you haven’t done the exercise from Lesson 1 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.

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.

This 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.

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

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."

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."

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."

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 :)

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.

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."

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."

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."

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.

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."

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.

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.]

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."

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."

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.]

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.

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.

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.

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.

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.

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."

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!"

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."

Before going through the SWS Coaching Program, I'd read a bunch of books on copywriting, had some training, and felt like I knew more than 'the basics'.

Like many eager copywriters, I'd get excited about reading a new sales, psychology, or advertising book...

...but when finished, I'd just jump to the next book. The information didn't stick because there was no clear path to apply it.

For these reasons, I was skeptical about what else I could learn from another course.

Within the first couple weeks of class I knew The SWS Coaching Program was sparking a visceral change within me.

Through the daily coaching, feedback, and course materials in SWS I could practice John's system right away, learn what needed to be improved, and continue applying the material until I proved to myself and to my coach that I understood the material.

John somehow infused a deep understanding of salesmanship psychology in me, unlike anything I've ever experienced.

Now, I'm significantly more confident with my copywriting and consulting. (Oddly enough, it's given me more confidence in my personal life too.)

I see why John and his team charge premium prices - the value in coaching someone to fundamentally change their attitude, confidence, and writing abilities is truly priceless, considering the doors it opens in life and business.

Just the other day I sent a proposal off for over $20,000 without batting an eye or second guessing my value. The bottom line is confidence sells and the SWS is the best investment I've made to build the kind of confidence that's real and based on my skills.

P.S. I got the $20,000 job!!

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!

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