Copywriting Tip – John Carlton – Personalize Your Copy

Copywriting Tips: In this copywriting hotseat John Carlton shows how and why to personalize a letter

I want personalization. I’ve said this so many times it’s starting to grate on me. I keep getting people doing the “dear friend” thing. The “dear friend” thing comes from ancient direct response technology, when they couldn’t personalize. Now, we can.

Bob, how much more does it cost to personalize than to not personalize?

John: Three to five cents a letter. And, what do we bump up by just saying “dear Bob”, instead of “dear friend”?

Bob: It’s been so long since I’ve done a non-personalized letter that I couldn’t compare it for -you. I don’t do non-personalized letters any more.

John: But, it was a lot. It was easily 30 percent. Anybody misunderstand that? Personalize and you can get a bump of as much as 30 percent without doing a single other thing to your letter. And that is just saying “dear Bob” instead of “dear friend”.
What I often do is I’ll have “To: Bob Jones, From: John Carlton…Dear Bob”. And, I like to put his name in the headline. You can do that. They can print it. So, real quick…not more than 1 can you do it on the web?

Audience: Well, instead of coming to your sales letter they come to an opt-in page like I have, they could actually…The information that you get…

John: OK, OK. I get it. So, you have to add in another step to get their name. Somebody please, in this room, experiment with that and tell me if it hurts response. OK? Because, if you can, and I imagine you can do this in a cave man way…

Audience: I’ve already done something like that” I’ve done it with three websites. It decreased a little bit, the initial response, but the followup ultimately boosted.

John: You know what by what?

Audience: I had a 3% response on one site, and it went to 4%.

John: OK…20%, something like that.

Audience: That was without personalization, but when I personalized it, put that name in it, it went to like 5 1/2/%.

John: Oh, almost doubled. OK. Personalization, guys, it gets back to the “hey, bowlers”. If you are running an ad in a magazine or newspaper, you can’t do it, but think about ways to personalize it as much as you can…bring it down…”hey, bowlers”. “hey, left-handed bowlers” if that’s all you’re going after…”hey, arthritic bowler”.

I’m serious. That would do it. Say “are you not quite the guy you used to be? I’ve been bowling since I was 15 years old, and just last year I was wondering why I couldn’t get my thumb into the ball any more. The doctor told me, guess what, I have rheumatoid arthritis. I thought it was the end of my bowling career. It just broke my heart. However, I stumbled upon a secret that allows me to bowl 5 times a week, 3 games a week and I’ve upped my average 20 pins. Blah, Blah, Blah. OK?

Anybody got a question about personalization? Because I see it violated so much. It’s so important. If you can’t personalize with the name, get it as exact as you can, as to who you’re talking to. But, the best is the name. People love to hear their names.
I think, in my course I talked about having a product and being in a bus station somewhere, where people are just rushing hither and yon. The best thing you could say is “hey, Bob Smith, come on over here”, if you recognize the guy, Bob Smith. He would stop in the middle of a crowd…he would stop in the middle of a mob trying to escape a burning building.

If you don’t know him, how about “Hey, website owners”. Then, a lot of guys would say :”Yah, I own a website…what?” OK?

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


Splice Marketing: Website Conversion Optimisation

Talk by Ray Vernon of Splice Marketing Ltd on increasing sales conversions on your website.

By planning and designing for the customer, on site conversions can be increased, hugely increasing profitability and return on investment for both e-commerce and lead generation web sites.


3 Powerful Copywriting Tips

To begin with, learning to write good sales copy won’t only happen overnight. It’s a craft, an art form and you has to be willing to practice. With that said…

Tip #1, you rarely require words ‘the’ and ‘than’. Go back and look at an item of copy that you’ve written, may it be a message auto-responder sequence or even a long copy sales letter or whatever it happens to be. Go back, look and you will observe that what ‘the’ and ‘than’ are rarely used. It just actually makes your sentences a tremendous amount wordier and isn’t needed since you can relay the same message and acquire the same point across using slightly different words.

Tip #2 would be to read classics written by Gary Halbert, John Carlton, Clayton Makepeace, all the legendary copywriters; read letters and duplicate they’ve written. The truth is, just Google their names, be aware and let it absorb. The easiest way that one could learn to take action is always to watch or mimic someone that already knows what they’re doing, that is the best method that you can get a brand new skill also it applies exactly the same to copywriting.

Go on and Google a few of the big names like those I discussed, John Carlton, Gary Halbert, Clayton Makepeace. Read a number of the letters that they have written, take notes and blend it with your own personal swipe file.

Tip #3, have a really solid swipe file; have different headlines you are aware been employed by in the past or that you’ve noticed in other sales letters that caught your attention as if they caught your attention, certainly they have caught other people’s attention also. Be aware of these, copy them down and keep them in a separate file.


SEO Tips How To Double Your Conversions In A Week

SEO Tips How to Double Your Conversions in a Week video tutorial shows website optimization best practices

Sample CSS code for CTA button:

Conversion Optimization Strategy You May Not Be Aware Of (blog post by RankYa)

Checkout Conversion Optimization Best Practices (a Report by PayPal)

Website Conversion Rate Optimization Tips insights here:

Thank you for sharing this video and subscribing to #RankYa #SEO Lessons on #YouTube


Powered by WordPress. Designed by Woo Themes