Free Gun Ad by John Carlton

swiped by Mike Schauer ran 1994-1995

This piece written by John Carlton, has mailed as a letter and run as a magazine ad for over seven years. It's an all-time favorite for many copywriters &...View More

Free Gun Ad by John Carlton

Key Takeaways

  • John did so well in this market because he mastered hitting the market's hot buttons with his messaging & tone. When combined with his high-level copywriting chops, he completely dominated.
  • If you study his self-defense ads closely, you will spot the patterns found in each of them. He delivered what worked over & over again. This is what swiping is all about. You gain an understanding of the underlying formula so you can apply it to your own campaigns.
  • With that said, keep in mind that you should never try to emulate a tone from a completely different niche. If you're in this kind of market, it pays to take a close look at the hot buttons. If you're not, you want to focus more on the components, flow, elements, structure etc.

Analyst Spotlight

Mike Schauer

Mike Schaueris the founder of and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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