If you’ve been dabbling in direct response copywriting for any length of time, you’ve probably heard of John Carlton.

Maybe you’ve read his legendary sales letters, studied his courses, or stumbled upon his no-BS blog posts. Either way, there’s one undeniable truth: John is one of the best copywriters in the business.

Carlton’s writing cuts straight to the point... no fluff, no sugarcoating. He’s mastered the art of blending raw honesty with razor-sharp persuasion, which is why his advice is pure gold for any direct response copywriter looking to level up.

In this post, we’re diving into the top five copywriting tips from John Carlton himself.

Whether you’re looking to boost your buyer psychology skills or craft copywriting hooks that grab attention, these insights will get you writing like a pro in no time.

Ready to sharpen your skills and see what makes Carlton one of the best copywriters of all time? Onward…

When it comes to direct response copywriting, few names carry as much weight as John Carlton.

Known for his gritty, conversational style and no-nonsense advice, Carlton is often hailed as one of the best copywriters of all time. He’s the guy you turn to when you want copy that hits hard, resonates deeply, and, most importantly, sells.

Carlton's journey into the world of copywriting wasn’t exactly a straight shot. He didn’t start as a direct response copywriter... far from it.

In his early days, Carlton was a broke musician scraping by. It wasn’t until he stumbled into the world of marketing that he discovered his knack for crafting sales letters that not only grabbed attention but made cash registers ring.

He studied under legends like Gary Halbert and learned the art of persuasion the hard way—by writing copy that had to sell or he didn’t get paid. Over the years, Carlton developed his signature style: raw, unfiltered, and brutally honest. It’s the kind of writing that feels like a friend grabbing you by the shoulders and giving you the real talk you didn’t know you needed.

Today, John Carlton copywriting techniques are taught around the world, and his influence is undeniable.

He’s written some of the most successful sales letters ever, coached top marketers, and continues to share insights through his courses and workshops. If you’re serious about mastering copywriting best practices, studying his work isn’t just helpful—it’s essential.

1. He Teaches You to Write Like You Talk

One of the biggest mistakes struggling copywriters make is trying to sound “professional” or overly polished. Carlton’s writing philosophy? Forget that. Instead, he writes like he’s having a one-on-one conversation—just like a buddy sitting next to you at a bar, telling you what you need to hear.

This casual, straightforward style doesn’t just make your writing more relatable... it makes it more persuasive. People don’t want to be lectured—they want to feel understood. Carlton gets that, and it’s why his copywriting hooks grab attention from the first line. If your copy sounds stiff or robotic, studying Carlton’s work can help you loosen up and make your writing feel more human.

2. He Mastered the Art of the Sales Letter

Carlton’s sales letters are legendary. From his iconic “One-Legged Golfer” letter to countless other campaigns, he’s proven time and time again that simple, conversational copy sells. He doesn’t rely on fancy words or complex techniques... just clear, benefit-driven writing that keeps readers hooked.

If you want to write copy that moves people to take action, you need to understand why Carlton’s sales letters work. It’s not about tricks or gimmicks—it’s about mastering buyer psychology and knowing how to push the right emotional buttons.

3. He Focuses on Results, Not Theory

Here’s the thing about most copywriting tips for beginners—they’re often bogged down with theory and fluff. Carlton doesn’t mess around with that. He’s all about practical, real-world advice. His teachings are battle-tested, based on decades of writing copy that actually brought in money.

For copywriters stuck between learning and earning, this is crucial. Carlton’s insights aren’t just ideas to ponder—they’re actionable strategies you can use right now. If you want to go beyond theory and actually start getting results, his copywriting best practices are where you should focus your attention.

​

One of Carlton’s signature moves is writing like he’s having a no-BS conversation with a buddy.

He’s not trying to sound smart or impress anyone... he’s just telling it like it is. That’s what makes his copy feel real, relatable, and persuasive.

Too many copywriters fall into the trap of sounding “professional” or overly formal. Carlton flips that on its head. His writing feels like an old friend giving you brutally honest advice—which is why it resonates. He even said once that if your copy sounds like it could have come from a corporate meeting, you’re doing it wrong.

Try this next time you’re stuck: Imagine sitting across from a friend who needs your advice. How would you explain your point in simple, straight-up language? That’s how you should write. No fancy words, no jargon... just raw, real talk.

This conversational tone makes your reader feel comfortable—like they’re talking to someone who gets it. And in direct response copywriting, that’s the secret sauce.

Carlton knows that great copy isn’t about the product... it’s about the reader. One of his key copywriting tips is to always position your reader as the hero of the story. Your product? It’s just the tool that helps them win.

In his famous “One-Legged Golfer” sales letter, Carlton didn’t focus on the golf technique itself. Instead, he painted a vivid picture of the reader smashing longer drives and impressing their buddies. The message was clear: This could be you.

When you’re writing, think about your ideal customer’s journey. What problem are they trying to solve? How does your product make them the hero of their own story? Speak directly to their desires and challenges—don’t just rattle off features.

Remember, people buy transformations, not tools. If your copy makes the reader feel like they’re the main character in a success story, you’re way ahead of the game.

Carlton has zero patience for fluff.

His writing is clear, direct, and punchy—because he knows that complicated words and long-winded sentences kill momentum. Carlton’s rule? Don’t use a $10 word when a $1 word will do.

Take a look at his copy, and you’ll notice something: It’s mostly short sentences and simple words. Why? Because people don’t read copy—they scan it. If your writing feels like a chore to get through, readers will bail before you even get to the good stuff.

Here’s a quick fix: After you write a draft, go back and cut the fat. Look for long sentences and see if you can break them up. Swap out complex words for simpler ones. Make your copy feel snappy and easy to digest.

If you wouldn’t say it out loud to a friend, don’t write it down. Carlton’s advice on language boils down to this: Keep it simple, keep it sharp, and never waste a reader’s time.

​