Whoa baby!<\/p>\n
That anti-swiping email yesterday seems to have hit a few nerves. You’d think I just blasphemed a major religion or something (hey, maybe with some people I did!)<\/p>\n
Look, let me ‘splain what I mean with this.<\/p>\n
First, I’m not against ALL swiping.<\/strong><\/p>\n But, let me give you an example of what I speaketh:<\/p>\n A while back I was talking with my friend John Anghelache (who, incidentally teaches swiping the right way). I was telling him how I can often tell if someone who asks me to critique their ad is a John Carlton student with one glance of their work.<\/p>\n Now, before I continue, let me be clear:<\/p>\n I don’t know John Carlton personally.<\/p>\n But, I’ve learned a TON from him.<\/p>\n And I HIGHLY recommend his materials.<\/p>\n So this is nothing against him or his other students.<\/p>\n Anyway, John Angel and I were talking about how easy it is to sometimes spot a John Carlton student a mile away with a single glance of their ad.<\/p>\n Do you know how?<\/p>\n Because they will put ATTITUDE into everything.<\/strong><\/p>\n Doesn’t matter what market it is.<\/p>\n Doesn’t matter what product it is.<\/p>\n Doesn’t even matter what gender the customer is.<\/p>\n Everything is a direct swipe from one of JC’s marital arts or golf ads. In this case, John Angel and I were talking about someone’s ad for a… salsa dancing product. And it contained verbiage like, “vicious head spins!” and “devastating turns”… that sort of thing. <\/p>\n Those may not be the exact terms.<\/p>\n But you get the idea.<\/p>\n We’re talking SALSA dancing here.<\/p>\n Not teaching wannabe alpha males how to kick ass.<\/p>\n But, that’s what I mean by swiping without understanding your market. It will not reap you the sales you would get it you learned your market’s unique pains, language and desires, first.<\/p>\n So anyway, hope that clears things up.<\/p>\n If you want to learn the RIGHT way to swipe, go to:<\/p>\n <\/p>\n