Comments on: Knockin’ ‘Em Off The Fence http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/ insight, tactics, advice and mutterings on copywriting, marketing and living life deep... from the most ripped-off world-class ad writer alive... Thu, 20 Nov 2008 10:40:15 +0000 http://wordpress.org/?v=2.2 By: Shooting Your Young Athletes Like a Pro (okay, like ME, at least … | fencing http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-73401 Shooting Your Young Athletes Like a Pro (okay, like ME, at least … | fencing Tue, 12 Jun 2007 23:03:21 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-73401 [...] Even bad copywriters can coax a prospect to climb up and sit on the fence. But it takes a deep knowledge of persuasion to knock him OFF that fence, and into your yard as a customer. I used to have to hide the fact I was teaching so much … …Sportzia More [...] […] Even bad copywriters can coax a prospect to climb up and sit on the fence. But it takes a deep knowledge of persuasion to knock him OFF that fence, and into your yard as a customer. I used to have to hide the fact I was teaching so much … …Sportzia More […]

]]> By: David http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-69492 David Sun, 03 Jun 2007 18:05:01 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-69492 "Almost every single human interaction involves some level of salesmanship — kids try to sell unrestricted access to the cookie jar to Mom… teens try to sell themselves as good dating material… every essay you ever wrote was a sales job for a good grade… politicians sell themselves for your vote… and every friend you have had to be “sold” on liking you, first." When you apply "sell" and "salesmanship" to such a variety of human transactions, the words tend to become meaningless. And sales isn't the be-all and end-all of life. Imagine if the airlines operated with the same effectiveness as a typical salesletter. 90%-95% of their passengers wouldn't make it to their destination. "Oops...we just lost another one over Cleveland." Or how happy would you be if your bank only returned 5% of your money? Selling represents a very narrow slice of life. Learning to get along with others is a much more worthy and helpful skill (which I haven't mastered yet or I'd know how to be more tactful). For instance, my guess is the divorce rate is no better for sales people and copywriters than for other professions. "And it’s all about salesmanship." When the only tool you have is a hammer, you may want to treat every challenge like a nail, but it won't always be the best solution. “Almost every single human interaction involves some level of salesmanship — kids try to sell unrestricted access to the cookie jar to Mom… teens try to sell themselves as good dating material… every essay you ever wrote was a sales job for a good grade… politicians sell themselves for your vote… and every friend you have had to be “sold” on liking you, first.”

When you apply “sell” and “salesmanship” to such a variety of human transactions, the words tend to become meaningless.

And sales isn’t the be-all and end-all of life. Imagine if the airlines operated with the same effectiveness as a typical salesletter. 90%-95% of their passengers wouldn’t make it to their destination. “Oops…we just lost another one over Cleveland.” Or how happy would you be if your bank only returned 5% of your money?

Selling represents a very narrow slice of life. Learning to get along with others is a much more worthy and helpful skill (which I haven’t mastered yet or I’d know how to be more tactful). For instance, my guess is the divorce rate is no better for sales people and copywriters than for other professions.

“And it’s all about salesmanship.”

When the only tool you have is a hammer, you may want to treat every challenge like a nail, but it won’t always be the best solution.

]]> By: AlesMedvesek http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-68444 AlesMedvesek Thu, 31 May 2007 23:29:39 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-68444 Hi John, I always love to read your thaughts, and this one, as all the others is a great one. Hovever, as a self learned guitar and saxophone player, and a guy who never understud one single lesson of music theory (I was a chouir singer but never learned to read the notes, self thaught guitar player and also in the last years saxophone and percussion), i must add, that you maybee forgot one thing. Some guys (i'm confident enough to claim that) are just born into music, and we are quite able to play along even when it comes to more complicated tunes. Because he "hear" the music, and are able to repeat the tune after we heard it one or two times in detail. And to corelate that with salemanship: well, some guys do it naturaly. And some of us can break our teeth at it even if we know all about the theory. But then again, i agreee, if we want to learn and actualy implement the theory into practice, there is also a chance for us to make it in this world :). They say taht talent is 5% and the rest is practice :) "stay frosty" with best regards, Aleš Medvešek Hi John,
I always love to read your thaughts, and this one, as all the others is a great one.
Hovever, as a self learned guitar and saxophone player, and a guy who never understud one single lesson of music theory (I was a chouir singer but never learned to read the notes, self thaught guitar player and also in the last years saxophone and percussion), i must add, that you maybee forgot one thing. Some guys (i’m confident enough to claim that) are just born into music, and we are quite able to play along even when it comes to more complicated tunes. Because he “hear” the music, and are able to repeat the tune after we heard it one or two times in detail.
And to corelate that with salemanship: well, some guys do it naturaly. And some of us can break our teeth at it even if we know all about the theory.
But then again, i agreee, if we want to learn and actualy implement the theory into practice, there is also a chance for us to make it in this world :). They say taht talent is 5% and the rest is practice :)

“stay frosty”
with best regards,
Aleš Medvešek

]]> By: Franck Silvestre http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-66295 Franck Silvestre Sat, 26 May 2007 21:11:21 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-66295 I like this article. It's true, everyone is trying to sell you something. Everyone has his own secret weapon, whether it's a smile or a sweaty voice... Everyone has his own plan. Some people are experts, they understand psychology. I like this article. It’s true, everyone is trying to sell you something. Everyone has his own secret weapon, whether it’s a smile or a sweaty voice… Everyone has his own plan.

Some people are experts, they understand psychology.

]]> By: John Miley http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-65134 John Miley Wed, 23 May 2007 01:04:12 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-65134 John, It's true. Lots of people can write well enough to get by, persuade others to take a look at their products, but few can whip the masses into a purchasing-hungry hoard of loyal customers. I have a tendency to sell from my heels, so it is a good reminder to get in there and be ready to move a person from a prospect to a purchaser, using honest language and no backpeddling. Thanks. John Miley John,

It’s true. Lots of people can write well enough to get by, persuade others to take a look at their products, but few can whip the masses into a purchasing-hungry hoard of loyal customers.

I have a tendency to sell from my heels, so it is a good reminder to get in there and be ready to move a person from a prospect to a purchaser, using honest language and no backpeddling.

Thanks.

John Miley

]]> By: Sarah Albers http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64937 Sarah Albers Tue, 22 May 2007 12:57:57 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64937 Having been the victim of salesmanship, I certainly understand the result of it (looking down to the empty wallet with a confused look on my face)...I am desperately trying to learn how to do it. I know I've been selling all my life, but not in the way that seems to invite commercial success. Rising above the basic insecurity about one's own ability or "correctness" in selling (is this product truly what everyone needs, etc.) has always been my stumbling point. I've always thought that you truly have to believe in the product in order to be able to sell it. Maybe that's why it has been hard to sell the massive amounts of sub-par internet marketing information products out there. No belief on my part. My huge remaining question is: How do you (as a master copywriter and salesman) make me (the ultimate consumer) throw away my better judgement and purchase things I can't afford? I feel like I'm "this close" to the answer but not quite seeing the forest for the trees. Sarah Albers Having been the victim of salesmanship, I certainly understand the result of it (looking down to the empty wallet with a confused look on my face)…I am desperately trying to learn how to do it. I know I’ve been selling all my life, but not in the way that seems to invite commercial success.

Rising above the basic insecurity about one’s own ability or “correctness” in selling (is this product truly what everyone needs, etc.) has always been my stumbling point. I’ve always thought that you truly have to believe in the product in order to be able to sell it. Maybe that’s why it has been hard to sell the massive amounts of sub-par internet marketing information products out there. No belief on my part.

My huge remaining question is: How do you (as a master copywriter and salesman) make me (the ultimate consumer) throw away my better judgement and purchase things I can’t afford?

I feel like I’m “this close” to the answer but not quite seeing the forest for the trees.

Sarah Albers

]]> By: Will Hamilton http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64865 Will Hamilton Tue, 22 May 2007 04:41:51 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64865 John, You didn't just "knock them off the fence" with this post, you cleared the wall for your basic Home Run! This is really good information, which I may take to our Tuesday Sales Meeting. Everyone, in my opinion, is totally capable of selling, because salesmanship is communicating the benefits in such a way that it reduces objections to a molehill. Actually, salesmanship is helping someone agree with the idea they already have to buy! To me the key is to really care about the people with whom you are interacting and finding something you have in common. No one wants to buy a copy machine...they want the copies. When I focus on the value I bring to the customer I can't wait to see them and communicate how I can help them. When you focus more on the value you bring to the customer, the less you are concerned about their acceptance or rejection of you! They're not rejecting you anyway. John, I hope you feel a sense of fulfillment with your writing, because you inspire people in quiet ways. I believe people who may never write or say much to you are still inspired by your work. Because of your help, these people are better equipped to go help others. Like the rock in the pond, the ripple effect of your guidance sends waves of confidence through their relationships with others...all because you had enough concern to sit down and share some of the wisdom you've gathered through time. Isn't that awesome? Your concern is clearly evident in the feelings behind the thoughts you write! That's really cool! Will Hamilton John,
You didn’t just “knock them off the fence” with this post, you cleared the wall for your basic Home Run! This is really good information, which I may take to our Tuesday Sales Meeting.

Everyone, in my opinion, is totally capable of selling, because salesmanship is communicating the benefits in such a way that it reduces objections to a molehill. Actually, salesmanship is helping someone agree with the idea they already have to buy! To me the key is to really care about the people with whom you are interacting and finding something you have in common. No one wants to buy a copy machine…they want the copies. When I focus on the value I bring to the customer I can’t wait to see them and communicate how I can help them. When you focus more on the value you bring to the customer, the less you are concerned about their acceptance or rejection of you! They’re not rejecting you anyway.

John, I hope you feel a sense of fulfillment with your writing, because you inspire people in quiet ways. I believe people who may never write or say much to you are still inspired by your work. Because of your help, these people are better equipped to go help others. Like the rock in the pond, the ripple effect of your guidance sends waves of confidence through their relationships with others…all because you had enough concern to sit down and share some of the wisdom you’ve gathered through time. Isn’t that awesome? Your concern is clearly evident in the feelings behind the thoughts you write! That’s really cool!
Will Hamilton

]]> By: Brian Ankner http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64855 Brian Ankner Tue, 22 May 2007 03:47:51 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64855 So true John, salesmanship is a neccessary factor for great copy, and natural salesmen are few and far between. I tried to train about a dozen people to do cold calling B2B sales with a no cost service to the merchant. Hard as I tried, most just couldn't get it. Only 2 continued to do anything after I stopped holding their hands, and they stopped after only a few months. I tought the feel-felt-found, know-like-trust, need-want-afford simplified system, after all it was no cost to the store owner. When salesmanship comes naturally, it's sometimes hard to understand why others have a hard time letting words flow. I found out quickly that not everyone can sell. I guess we should have run them through one of your courses first! So true John, salesmanship is a neccessary factor for great copy, and natural salesmen are few and far between.

I tried to train about a dozen people to do cold calling B2B sales with a no cost service to the merchant. Hard as I tried, most just couldn’t get it. Only 2 continued to do anything after I stopped holding their hands, and they stopped after only a few months.

I tought the feel-felt-found, know-like-trust, need-want-afford simplified system, after all it was no cost to the store owner.

When salesmanship comes naturally, it’s sometimes hard to understand why others have a hard time letting words flow. I found out quickly that not everyone can sell.

I guess we should have run them through one of your courses first!

]]> By: Darwin http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64851 Darwin Tue, 22 May 2007 02:55:22 +0000 http://www.john-carlton.com/2007/05/21/knockin-em-off-the-fence/#comment-64851 Thanks for the reminder John. It seems it's human nature to take the path of least resistance and then make excuses for lack of results. As you say is true, a bit of intensive learning and action with what we learn will get results most only dream of. You are doing a good job of being a marketing and salesmanship conscience. Thanks for sharing your expertise and hard learned knowledge. Thanks for the reminder John. It seems it’s human nature to take the path of least resistance and then make excuses for lack of results. As you say is true, a bit of intensive learning and action with what we learn will get results most only dream of. You are doing a good job of being a marketing and salesmanship conscience. Thanks for sharing your expertise and hard learned knowledge.

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