Author Archive | ralphwaldo

Writing Tips & Information : What Is The Job Of A Copywriter?

A copywriter’s job comprises of writing text for ads, websites and other published forms. Learn about a copywriter’s job with tips from a writing instructor in this free video series on writing.

Expert: Laura Minnigerode
Bio: Laura Minnigerode is a writing instructor and former classroom teacher.
Filmmaker: Todd Green


Rod Jacka – Panalysis ‘Conversion Optimisation’ C/o Advanced Online Marketing Event

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Rod Jacka – Panalysis ‘Conversion Optimisation’ c/o Advanced Online Marketing Event.

Rod Jacka from Panalysis talks about just journey mapping, optimisation & analyitcs – a crucial 27 minute presentation for anyone serious about optimising their digital journeys & maximising ROI.


Panalysis (resources)

Prosperity Media

Video Production Sydney


John Carlton Copywriting Tips: How To Trash Your Competition

John Carlton explains how to trash the competition without sinking to their level. Most people just put down the competition…John shows how to do it and elevate your own image at the same time.

Going into another virgin territory, like golf for example, it wasn’t necessary to be contrarian, although, in almost every ad I have written for golf I have taken a swipe at PGA pros. PGA pros, meaning those guys at every country club around the country who teach lessons.

Audience: I am confused about how you guys say not to criticize the competition…

John: You gotta be careful about it.

Audience: I do in my copy (unintelligible)

John: You have to be careful when it is a common thing to say. Anybody shop for a car recently? Anybody have a salesman say “oh, you own a Chevy? Chevy is a fine automobile! No. You say “oh, Chevy, yeah, I’d never buy a Chevy”. That is what you usually get. In most businesses, people trash the competition out of hand. It becomes meaningless.

They don’t give a reason why, except a general “It’s not worth it” or “they’ll rip you off”. It’s part of your USP. You’re positioning yourself against them. So, rather than saying “those guys don’t know what they’re talking about”, “they’re bad”, “they’ll hurt you”, the best way to say it is “Well, you know, you could spend your money there, and those guys have been in business a long time”…kind of a back-handed compliment, don’t actually trash them… “However, if you’re looking for x, x and x, I should point out to you that we have 24-hour service lines open and those guys are only open from 9 to 5. Maybe that serves you well, but if something happens to you at 10:00 at night you’re not going to get anybody over there, and that’s part of our main thing.” So you play up your strengths, positioned against what you perceive as their weaknesses.

For more marketing and copywriting tips from John Carlton, go to


Digital Kungfu Show – Leon Lategan, Conversion Optimisation Specialist

Want to convert more customers online? Then checkout this show with Leon Lategan – one of South Africa’s leading conversion optimisation specialists!


John Carlton Copywriting Tips: Add Attitude To Your Offer

John Carlton’s hot seat is for Jack, who is selling information on how to generate a downline in MLM

John: What’s the actual offer?

Stan: To by the book for …

John: buy with confidence. For the next 90 days, if for any reason whatsoever you are not satisfied with your purchase, simply contact us and we will refund your money with no questions asked. You can even keep the bonuses as our way of saying thanks for having trust in us.

You know, that’s not great, but that’s not bad. That’s the kind of basic stuff that you want. If you want to build on it, you would build on it with attitude and voice, as opposed to trying to reinvent the wheel on getting the basic thing here.

So, if you want to change your attitude to, like, “everybody knows who I am. If I cheated anyone, my reputation would be shot. That’s why I’m going to treat you like gold. Most of the time I give people a 30 day guarantee, but for you I’m giving a 90 day guarantee. That gives you plenty of time to blah,blah, blah.” You just go along with that stuff. You can do that. You may not need to.

For more marketing and copywriting tips from John Carlton, go to


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