John Carlton on the Power of Story Telling in Copy: 

Extended Seminar on MP3

In October 2005, for one of my private Personal AdWords Coaching Classes, I got world class copywriter John Carlton to teach his craft and he held nothing back... on the subject of telling your story with sizzling, persuasive copy.

Stick this one in your iPod and listen to it, because this is over 2 1/2 hours of meaty, no-holds-barred material!

Part 1 (Right Click to "Save As")

Part 2

Part 3