This is the first of many self-defense ads we'll be adding of John Carlton's. John is one of the most well-known copywriters around known for killing it specifically...View More
in the golf & self-defense niches. You'll notice that he approaches the self-defense niche with a bold voice full of big claims. The market wants to hear they can really can kick anyone's ass & John serves up that desire in every way you can think of. Most all of John's ads are centered around a main character or authority figure which makes a lot of sense since one of the biggest battles in selling is convincing the prospect that they should believe what you have to say. Carlton uses classic story formula's about the little guy who surprisingly, yet authoritatively wins big aka kicks the big, bad guys ass in front of everyone. A few more things to note. John uses a lot of bolding, italicizing & capitalizing. I'm personally a fan of that style as well because it really breaks up the copy nicely & makes it interesting. Also, note that he's very repetitive when it comes to the techniques being "easy, quick, overnight, fast & so on". This is what people want to hear. They want the quick solution & the copy sells them on that.
