Author

Glenn Fisher

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Writing copy to grab your reader’s attention is hard. You might spend weeks testing different ideas for nothing. Even if the product or service you’re selling is great, it doesn’t necessarily make writing captivating copy any easier. But there is an exercise you can do to write copy with a much greater chance of success. And strangely, it involves spending time in your reader’s bed. Huh? Between the sheets Of course, I don’t literally mean…

PLEASE NOTE: Competition entries must be received BEFORE midnight on Friday 16th November. Pablo is a dog. When he’s not doing typical dog things, he spends most of his time observing his owner – the author, speaker and copywriter, Glenn Fisher. He watches him write copy, prepare talks and discuss marketing with various business folks. In doing so, he’s picked up quite a few insights into the world of advertising and marketing. He originally wanted…

“All my experience says that for a great many products, long copy sells more than short…” Those are the words of David Ogilvy, in Ogilvy on Advertising. He was a pretty experienced guy when it came to copywriting… Did a few good things, apparently. Interestingly, Ogilvy went on to suggest one of the reasons behind this idea is “advertisements with long copy convey the impression that you have something important to say, whether people read the copy…

At the end of the 80s there was really only one widely recognised skateboarding company: Powell Peralta. Started by two of the biggest names in skateboarding – particularly Stacey Peralta – the company was very successful. Indeed, it was pretty much the team to ride for. Its elite skating team – the Bones Brigade – included a young Tony Hawk. Nowadays, he’s perhaps the only universally recognised name in skateboarding. Another famous rider who you might…

Do people read long copy? On an almost daily basis someone suggests to me people don’t. The argument goes: In this modern world of failing attention spans no one gives anything any longer than a few seconds. What do you think? I think this whole question is piffle. I’ll tell you why in a minute… But to be fair, I should first lay down a disclaimer. I’m biased because I know long copy can make…

My mind is a mess. I mean, literally, a mess. There are too many ideas in there. Bits and bobs lying about all over the joint. Send help. Send a cleaner. Send a shrink. It’s like someone ran into a library with a barrel of explosives and let rip… There are pages everywhere. Ideas strewn across collapsed shelves. Quiet librarians shivering in corners, desperate to speak up but too shaken to speak clearly. I doubt…

When we talk about disruption, we usually think of that initial moment when we aim to grab someone’s attention. We think about an intriguing subject line… A bold and shocking headline. Or perhaps a controversial opening paragraph. We know by saying something weird or wonderful in that opening gambit – or even something strange and awful – we stand a good chance of being noticed. But as we work our way through the copy, we…

If you’re a copywriter wondering which books you should ask for this Christmas, or if you’re searching for the best books to buy a copywriter… Help is at hand. Here you’ll find five recommendations that will help inspire and influence anyone who writes to sell. In fact, influence is actually the title of the first pick… Influence by Robert Cialdini Most copywriters will have read this. I have. In fact, I’ve read it a couple of times. But before too long I’ll…

I was recently in the hot seat for a monthly live Twitter event organised by ProCopywriters called #ProCopyChat. It’s basically an hour where the guest fields questions about copy. It was pretty intense with chatter flying all over the shop, but it was also a lot of fun. In case you didn’t get to catch the event live, or wanted to review my answers all in one place, I thought it would be a good…

Something a little different this week… Rather than sharing some insight with you here in this article, we’re going to delve inside my brand new book – The Art of the Click – and quarry some insight from there. You see, my publisher has set up a cool little thing were you can access and read a sample chapter of the book. The chapter I’ve made available is a chapter that delves into the importance of ideas.…