Category

Copywriting

Category

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…

Before we get into this piece… A thank you. Thank you to all those readers who took part in my live webinar last Thursday (30th August). It was great to chat to you and from the feedback I’ve had, people found it really useful. That’s great. If you were unable to attend but you did pre-order the book, you should have received an email from me with the recording. Plus…you should have received a link…

Questions in copy can be dangerous… Do you agree? No. And there you go: my question is answered. Just like that, it’s all over. Sorry to waste your time. I’ll speak to you another day. … … … Wait. What happened there? Well, I asked a question. You had an answer. The transaction ended. Hell, I wouldn’t blame you if you couldn’t be bothered to find out why I was asking the question in the…

I think it was Kurt Vonnegut who said it… “If you can’t explain your story to a fourteen-year-old in one sentence, you’ve got a problem with your story.” Something like that. Possibly. And hell, if he didn’t say it, he should have. It sounds like something he’d say. Anyway, it’s a useful little thought. Indeed, I had it in the back of my mind all through my years studying creative writing and it served me…

“A recent study of the advertising now running in our leading magazines shows that less than 20% of the campaigns have a U.S.P.” A U.S.P is a unique selling proposition. It’s something that sets a product or service apart from the competition. But you knew that. And you probably know — deep down — the majority of modern advertising lacks one. Weird thing is: the quote above is not from a creative director lamenting the…

A long copy sales letter can run to around 10,000 words… Writing so much copy takes a while. So, it figures you’re going to have moments deep into the writing process when fresh inspiration comes. I had this recently with a letter I’ve been working on for a financial newsletter in the US. The idea I’m writing about is a live one and new stories are breaking all the time about what’s going on in…

There’s a lot to be said for copy that’s in the right place at the right time. I was reminded of this recently when out on the field behind our house walking Pablo. Having done his business in the usual spot, I headed over to the dog waste bin to deposit it. On the side of the bin, a plucky local entrepreneur had attached some renegade advertising. It looked like this: Talk about targeted advertising.…

If one helping of me a week isn’t enough…good news. I launched a new website last week where you can hear more of my thoughts on things that aren’t so sharply focused on direct response copy. TheGlennFisher.com – as you can tell from the title – is more a resource to find out what I’m personally up to. I’ll be using it as a platform to talk about my upcoming book – being released later…