Special Episode with copywriting legend John Carlton, on the topic of "Copywriting

Is a Team Sport"

Key takeaways:

- Beginning and intermediate copywriters need mentors and critiques on their work.

But, surprisingly, so do A-Listers and super-successful entrepreneurs. A different

kind of support -- but, what's similar, is, they need to hear the truth about their

work and their businesses from supportive, experienced people who aren't

afraid to point out flaws and missing pieces.

- Dan Kennedy on how to decide what creativity fits and what should be cut

from your copy: "Does it advance the sale?"

- Golden advice from Gary Halbert: "When all else fails, give people what

they want."

- To this day, other top marketers and copywriters count on Carlton to

round out their advice and presentations: Two current examples -- Dan

Kennedy at Cleveland event, Clayton Makepeace at online Mastermind.

- The Mastermind process, first described by Napoleon Hill in "Think

and Grow Rich," is uniquely valuable for writers and business owners

- David read "Think and Grow Rich" in the mid-1980s, and has been

in a number of Masterminds continuously since 1989

- Early in his career, Carlton learned and benefited from what he calls

"mind melds" with people like copywriting legend Jim Rutz; marketing

master Jay Abraham; some other famous people he declined to mention;

and of course Gary Halbert, who was his business partner and writing

partner

- Sometimes Halbert would take his copy into a bar and read it to

folks over a beer. If he heard, "That's a great ad," he knew he had

a loser. If he heard "How can I get that???", he knew he had a

winner

- There's no way short of testing to know for sure if copy will

be successful, but the closest you can come is to have someone

with a lot of successful experience (and a lot of remembered

failures) to look at what you've written and be completely

honest with you

- The Platinum Mastermind is a relatively small group (about

a dozen people) that offers a classic Napoleon Hill-style

Mastermind, using the hot-seat format Carlton has refined

and perfected over many years

- More info on the Platinum Mastermind:

http://garfinkelcoaching.com/love
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