I never thought I’d say these words, but …
This morning I bought something from John Carlton that I regretted.
It was a package of all his best sales letters. For just $197.
Well, I respect John Carlton more than any copywriter alive — so I got straight on that.
Yet as I started reading through the ads, I realised … it probably wasn’t the best use of my time.
Partly, because … well, I’ve kind of ‘done my time’ when it comes to studying copy. The structure of a great sales letter isn’t a surprise to me anymore. (Besides, to be more specific … I’ve already studied most of these John Carlton ads!)
Yet the bigger reason is this:
In 2020, I actually don’t think writing great sales letters is as important as it used to be.
Oh, sure, it’s useful. And in some markets (like selling health supplements to old people via cold traffic), sales letters still do all the heavy lifting.
But for those of us who aren’t in that world …
That is, the vast majority of business owners, who just want to market to their customers through email and sell their stuff online …
The humble sales letter is less important than ever.
In fact, even though I’ve written a pretty schweet sales letter for Inbox Detonator (which I will send to the waitlist soon), it’s relatively useless … because I expect to fill my quota for the program just from people who trust me from my emails alone.
Every day, I promote the waitlist for Inbox Detonator in my emails — and every day, I watch new people join.
With the amount of people I have on the waitlist now, I doubt it’ll take too many emails to fill the spots I plan to open up.
Email has done all the heavy lifting so far.
And it makes me think … why even bother with a sales page?
I’ve been pondering this for a few years.
But it’s only been in 2020 — after firing up my own email list and getting my arms dirty up to the elbows with email marketing — that I’ve seen how much a list can come to trust you with nothing other than email.
Now, am I saying you don’t need to know how to write sales pages?
Am I saying it’s not worth studying great ads like John Carlton’s?
Am I saying that you’re in trouble if all you do is write sales pages?
N—uh, actually, probably. In 2020, unless you’re operating at the really high levels, that shouldn’t be your only skill. But thankfully, good sales letters are harder to write than good emails … so if you can write a good sales letter, you can write most other things.
Anyway. Food for thought for any thoughtful copywriters out there like me, who like to keep an eye on where the industry is headed.
And on a related note:
If you want to give yourself the best chance of being one of the writers who thrives, no matter what kind of copy happens to be dominant in 5 or 10 years … then check out Inbox Detonator when I open it.
Waitlist is this-a way.
Proper launch coming very soon …
P.S. Okay, so I don’t really regret my purchase all that much … John Carlton is a legend and you should buy anything he sells.