Hi Guys.

Quick answer to "why 20 seats?": Because I'm forcing people to sit there and write after we go over each point... so it "anchors" in their brain and muscle-memory. And then I'll critique what's written, and we'll do it again to correct course (most folks screw it up the first time, then "get" it the second).

This all takes time. During the quickie "Beta" trial version I did in Orlando, we figured out the minimum amount of time needed to take 20 people through the entire exercise. We came up with 3 solid days.

It's the personal attention that drives the limit.

As to "why 17 points?" It just came out that way. Remember, these are all part of an internal "menu" or checklist I had cooking in my head for two decades -- and I automatically (and unconsciously) ran everything I wrote through this checklist.

It took a year to dredge it up, and it fit nicely into 17 points.

So there.

John Carlton

Great idea Leah! Maybe next time she runs for Governor, Mary Carey would be available.

How's this for a headline?




Alex

Hi,

Thank you very much for taking time and answering my question, and for all those clarifications.

yes it fit nicely , here is what some one who love numbers may see in "17".

1) 17 is a prime number, it is the "7" prime number (more on 17 )
2) 20-17 = 3 (prime too)
3) 20+17 = 37 (prime too)

they are very amazing. again thank you very much.

Abdellah

Did you know you can take any number like you have just done and PROVE it is code for the devils phone number

Let me illustrate

17 = 7-1 = 6
20 -17 = 3 (3 x 6's in a row = the devils phone number)


In other words, you can find what ever it is you are looking for with numbers.

My friend, I wasn't about "6" or the devil number.

the "17" catch my attention because it was a prime that all.
the "20" catch my attention, because I modestly think that the auction model will not inject emergency if the number of seat is 50 or 100.

know as Jhon Carlton for who I have a great respect, explained, it is the maxmimum that he can handle ("It's the personal attention that drives the limit").

now if we want to discuss this in deep some one have to answer this question:

what it is the number (seat) or thersold that make the auction ineffective?

now if we have to use the same process, we have to think about :

1)minimal bid.
2)the number of seat.

it is vital.

I had submitted a question to John Carlton Hands On Copywriting Workshop - hands-on-workshop trying to get my mind around this auction thing. It wasn't clicking for me. I'm eager to go, but I have questions. I was getting annoyed.

An hour later the phone rings...

"Kevin Rogers? This is Stan Dahl, John Carlton's partner..."

"Oh crap..." I thought. I bet he's tweaked over that comment I made about his "Dutch auction" video being '20 minutes of my life I'd like to have back...'

I never thought Stan would actually read it.

"Oh... Hey... Stan."

"Listen... I'm calling in response the question you sent about the auction we're holding for John's workshop..."

Here it comes... "Uhh...O.K."

"I just want to make sure I'm explaining it to everyone as clearly as possible, so I thought I'd give you a call."

His voice was jovial, he obviously wanted to make sure I really got this. Even though he had no way of knowing if I was a legitimate prospect or not.

"So, if you would," he continued. "Tell me which part you're struggling with... I'll do my best to explain it... and the minute I lose you—stop me."

I told him I didn't get the part where the bidding actually goes down at the end. How is it I can pay less than I bid? And how will I know if I'm in the group of 20 to get a seat or not?

He went through each question with me. Finally it seemed simple.

If money is no object: You bid crazy high and guarantee yourself a seat at the workshop...

If money is an object: You bid whatever you can possibly afford to get in and hope the 20th bidder still comes under.

If you're a penny-pincher: You sit in front of your computer at 1:58 this Thursday and start bidding up the lowest previous bid in $25 incriments (eBay's number). This is akin to someone trying to to be caller #20 to win concert tickets from the radio. But whatever that "winners" bid is, is what everyone will pay.

O.K. Simple enough.

But, there was something else bugging me. So, I had to say it...

"Let's be honest, Stan. John could have sold this out in a day at $5,000 a seat...

If this auction somehow ends up around $2,000 a seat... you guys are gonna be pretty bummed out..."

He was emphatic. "I swear to you that's not the case!"

"We'll," I said. "I've talked to a lot of people about this, and most are wondering why John would bother with the auction. C'mon... He's a living legend offering to personally train 20 people over 3 days on exactly what he does to consistently create some of the best converting copy in the world...

"Surely, enough people realize this a life-altering event. The value is boundless. So, why not just set his own price and collect it."

"You just answered your own question, Kevin." Stan said. Sounding more like the no BS business man I always assumed he must be.

"Which part?"

"The part where you talked to a lot of people about it."

"Got it! I'll see you in San Francisco. Hopefully."

"Good luck."

You guys watching this auction go down?

Only 30 minutes left.

It's interesting to see how it will shake and move during
the last 10 minutes.

Good luck.

Shhhhh....

Ah, that's right. Any action just costs you more.

Good luck everyone!

Well. 20 people just got the best deal of their lives... 3 days of John Carlton for $1,999. Crazy.