Howdy. This is John Carlton. (I'm pretty sure you know who I am, since there's been years of gossip, innuendo and even the occasional bit of praise thrown my way in the forum here -- not to mention Michel's notorious interview with me, which he did on the heels of his famous chat with our dear friend, and my old partner, Gary Halbert.)

Michel insisted I pop over here and post this note.

Here is what's up: I'm offering an intense, almost criminally-small, one-of-a-kind hands-on workshop this coming May 2-4 in San Francisco.

This event is unique in two important ways:

Unique Thing #1. I've spent the last year dredging up and outlining the exact process I go through while writing anything that has the end-job of selling something-- websites, email, video scripts, speeches, all of it.

What I have created is a step-by-step checklist of 17 essential stages... which were absorbed deep into my unconscious as I made the transition from being a rookie copywriter to earning a lucrative spot on the "A" list.

I haven't revealed this checklist before, because it was hidden in my brain for 20 years.

For me, this is a teaching bonanza.

This checklist, all by its lonesome, has caused other professionals to swoon with insight. (The honcho's at Early To Rise, for example, got their hands on a rough-cut video of my presentation at Rich Schefren's big marketing seminar last month... where I simply ran through the broad stages in a headlong rush... and they insisted their editorial staff watch it immediately.)

But here's the kicker: In this workshop, I am limiting attendance to just 20 people... so I can apply my hard-core teaching skills to everyone... and force-feed these essential copywriting stages directly (and permanently) into your brain and muscle-memory.

This is the kind of hyper-personal hands-on mentoring that I've used throughout my career to drag writers through your inherent resistance and fear, into that advanced level of expertise where your bag of tricks is bursting with the good stuff.

Unique Thing #2: This is what started the buzz on the event -- there is no set attendance fee.

Instead... we're using a Dutch Auction model, and people are bidding for a chance to attend.

To my knowledge, no one else has ever used an auction like this to find the "right" price for a workshop or seminar. It's democracy in action.

A Dutch Auction is very different than the usual auctions you know about -- because everyone will pay the same price for a seat, based on what the 20th winning bid is. So the top 19 bidders will pay less than they actually bid.

And I have zero idea what that final winning price will be. We're experimenting. (I get chills just thinking about it.)

The main thing I'm focused on is giving this workshop -- I neither want, nor plan, to ever offer it again. It'll be an exhausting (for me) 3-day teaching brawl. Attendees will actually write, in short bursts, so we can "anchor" each step into your brain... and I'll be personally (and constantly) critiquing everything to make sure everyone's on track.

It's a real workshop.

The auction is over this Thursday at 2pm Eastern, however.

To get the skinny -- including video clips from the trial "Beta" version of this workshop I did last month (condensed into one hectic day -- which is why I am making this upcoming workshop 3 full days) -- go to this link:

John Carlton Hands On Copywriting Workshop - fortin

I feel a little odd "pitching" this workshop in the Copywriters Board, because I respect what Michel's done here over the years. (Yes, I've been lurking all along, guys... though, this is the first time I've posted anything.)

This section is a great addition, so the back-and-forth forum area can remain unsoiled by agendas. (Though, you guys can get pretty unruly and feisty at times, even without provocation. I like the energy.)

I'm sorry about the time-crunch. The Dutch Auction, by nature, has to be short and over well in advance of the event.

This workshop will sell out, because we've already recieved more bids than there are seats.

However, WHO the top twenty bidders are will not be determined until the end of the Dutch Auction, when the dust finally settles.

As long as the auction is on, you can bid your way into the top 20 spots.

To check it out, head over to that link. (You may start seeing this auction model all over the place... and we've just posted an explanatory video you might find fascinating.)

Thanks.

John Carlton

I hate to say this during election year, but...

"Hi, I'm Michel Fortin. And I approve this message."



Seriously though, John called me last week asking for my permission to post this. "Of course," I said. Sure, it's promoting John's seminar. (And thank you, John, for asking.)

But I also allowed it because I'm really curious.

I'd love to hear feedback on this from the board. This is a first, at least for copywriting seminars anyway. Do think this will fly? Are you one of the bidders? If so, why did you bid? If not, why not?

John, keep us posted of the results, too. I think it's going to be a fascinating case study, too.

Hi John and Michel,

I think the Dutch auction is a great idea. I've checked out the auction and it's doing well so it's hard to find fault with that.

I would try to reformat the ebay page to not be so wide though.

I'm not one of the bidders for several reasons. One, I've got too many events on my plate. I just returned from Yanik's UG IV, I've got the Warrior bash next weekend and then JV Alert in June. I need some time to actually write copy, yanno?

Second, I own John's "Kickass" product already.

Lastly, I don't need more lessons. I need more time to write copy.

But I do think it's a great idea.

If the seminar will be available on DVD afterwards, how much the 20 seats go for is relatively unimportant.

Alex

The beauty of being there is john and his guest hosts interacting with you. I got a hot seat at one of John's last seminars and it changed the way I do business.

Do not count on that kind of experience from the DVDs.

If you can swing it - be there!

Peace.

Harlan

PS john what is with the la cucaracha nickname?

John,

For some strange reason... call it homage to Dead Poet's Society, but I just feel like saying... Oh Captain, my Captain.

Great to see you here, John.

Now three words... Dutch... Auction... Genius!

And finally, I wish I could be there. I'm going through a rough move that weekend, or I wouldn't miss it.

(Hmmm, if I could convince wife to do the move alone, I could-- naw, I'm not financially setup for a divorce right now.)

Again... just great seeing you on this board.

And to everyone else... unless you're burying a loved one that weekend... get there. You'll meet the guy who put the "writer" back in the word "copywriter." He's the only writer I was nervous while meeting. And I've met Speilberg, Scorcese and Tarentino.

Buffet does it. Why not Carlton?

It's like a charity auction, people bid to have lunch with some celeb. Someone bid recently in the Uk $3000 to have lunch with an ex female politician.

Maybe if you put a charitable spin on it too (maybe 30% to cahrity) you'd get higher bids.

In fact why not make it a charitable event all together, could be some 'profitable' PR and free publicity.

Unfortunatly I can't, I wish I could do.
but, even if I can't there is a lot to learn from the whole process.

curious by nature, I will be honored to get an answer to this question:

why 20 seat? and why 17 essential stages?

hope I am not asking too much. but for some one who love numbers this will be realy with a great importance.

thank you for sharing this with us, waiting to learn more from this opportunity.

There's one, and only one marketing book that I've actually
read the entire thing in my entire life.

The book was written by John Carlton.

The fact that I actually read a whole damn book on
markteting/copywriting still blows me away.

But I just couldn't put that thing down.

To this day I've still never finished an entire book on
marketing other then John's "Kick Ass Secrets Of A
Marketing Rebel".

J-Mo

PS: I read it TWICE too!