Stepping inside your audience’s skull

I saw a great subject line in an email today. 

The email was from legendary copywriter John Carlton, so it should be no surprise that it was brilliant.

(If you’re a marketer and don’t know who John Carlton is, at least go read some of his stuff.)

The wording was powerful, the imagery appealed to me, and I identified with the concept.

He also gave the payoff to the subject line in the body of the email (also important). 

Ok, enough intro… Here is the subject line:

“How to weaponize your refusal to listen to reason…”


Man I love that subject line.

For a couple of reasons.

One, it makes me want to open the email.

Two, as mentioned, I identify strongly with the concept. 

John Carlton is known as the Marketing Rebel, and his backstory involves shunning traditional employment and becoming a freelance copywriter, even though he didn’t know how and had no examples to really follow when he was starting out on the course.

That’s the refusal to listen to reason part. 

Chances are better than average that, if you’re on his list for any length of time, you understand this perspective.

You probably don’t want a real job, so you also “refuse to listen to reason.”

(Because supposedly, getting a 9 to 5 is what “normal” people do.)

And he knows who he is writing these emails to (or someone does…)

And that’s one of the most important lessons you can learn in marketing whatever your business is. 

<See? We can talk marketing too, not just new age mindset stuff!>


Market research.

Figure out who your target audience is.

Learn all you can about them.

Then you can enter the conversation already going on in their head.

Modst marketers and copywriters don’t spend nearly enough time on this step.

And as a result, copy falls flat and sales don’t happen.

In order to help you out with this, I am offering free 15-minute consultations on your sales copy. 

If you’ve written something that needs a little help, we can look over it together and I’ll help you fix it for free.

I’m doing this to build my list, but I figured I’d offer it to you all as well.

Just head to this link to book the call:

Book Your Call

This is NOT a sales call. We’ll just go over your copy.

Here’s the link again in case you forgot about the one that’s 2 lines up:

Book Your Call

I look forward to speaking with you.

Talk soon,


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