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Fun With John Carlton Swipes Turning Objections Into Gold Mines

by incblitz
8 replies
Hi there, I'm absolutely having fun creating copy for a
campaign for my business and I just can't help but be
amazed at the fact that I am turning a list of objections
from clients into bullets that sell.

That's what I am seeing with John Carlton's bullets.

Hope you find swipes as well.

(I wish I can find Bencivenga swipes too...)
#carlton #fun #gold #john #mines #objections #swipes #turning
  • Profile picture of the author Long Beach Nathan
    That's pretty cool.

    I don't know if this might be along the same lines or not, but there's a tactic (I can't remember if it has a name or not) that I remember learning where you make it sound as if you're admitting something negative in order to gain peoples trust. The trick of it though, is to state something that actually isn't that negative, or might also have a positive side to it as well.
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    • Profile picture of the author Copywriter Kevin Francis
      Nathan,

      As incblitz says the usual term for the small flaw is "the damaging admission". Best used after you've built up the product and told the prospect how fantastic it is. Then include something like..."But there is one thing you should know. The product only comes in 5 colors and that doesn't include magenta". In other words, you "confess" to a problem that really is no big deal OR if there really is some sort of problem then point it out but in the context of showing how it is outweighed by the genuine benefits.

      Either way, this tactic should increase trust because people generally know that nothing is completely perfect and by admitting this you'll demonstrating that you're on the level.

      Finally, this isn't really a "bullet". Bullets are there to spell out all the enticing benefits of the product. I'd use the "damaging admission" after the bullets as described above.
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      • Profile picture of the author Ross Bowring
        Bencivenga uses a spin on the "damaging admission" in the letter Andrew linked to.

        He talks about all the stuff he's got no talent for... car maintenance, etc... but, boy, if you want to know 34,197 ways to get customers banging down your door, he's your man.

        --- Ross
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      • Profile picture of the author BrianMcLeod
        Originally Posted by Copywriter Kevin Francis View Post

        Finally, this isn't really a "bullet". Bullets are there to spell out all the enticing benefits of the product. I'd use the "damaging admission" after the bullets as described above.
        Hey, Kevin!

        Gang, meet Kevin Francis - Garfinkel-trained Aussie copywriter.

        He's the real deal.

        Good to see you here, dude.

        Best,

        Brian
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        Brian McLeod
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  • Profile picture of the author ericbryant
    OK who is Bencivenga?
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  • Profile picture of the author incblitz
    Nathan:

    I believe it's called "the damaging admission."

    Good of you to point it out... I'll add that to my
    campaign.

    Eric:

    Gary Bencivenga is regarded by pretty much every
    top copywriter as -The- best copywriter in the whole
    world, although Bencivenga himself doesn't want to
    say he's the best...

    But guys like John Carlton and Clayton Makepeace,
    David Deutsche regard him as such.
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  • Profile picture of the author incblitz
    Garfinkel trained?

    I know only a few who were trained by David Garfinkel.

    Chris Haddad, Harlan Kilstein, Perry Marshall...

    And their copies kick serious @ss..
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