Serious Copywriting Question: John Carlton vs Chet Holmes
I have a question for you about the approach to copywriting.
John Carlton's philosophy is to niche, to find the 1 message that'll resonate with 1 market. For example, he'll target golfers who have back pain and want longer drives, and write a message JUST for that market.
Chet Holmes' philosophy is to broaden a sales message to also capture people who aren't even remotely interested in buying. For example, if you sell seafood to restaurant owners, rather than writing a message like "How Seafood Helps Your Restaurant", he will write a message like "The 7 Ways Your Restaurant Is Losing Profits", then make "seafood" the solution to your profit problems.
They seem to be on opposite ends of marketing philosophy (niche vs broaden). And they're both highly successful. John Carlton's ads bring in $100MM+, Chet Holmes used to work for billionaire Charlie Munger.
What's the right approach?
Mark "Drez" Dresner
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