You open your Word document…

You stretch out your hands and click your knuckles…

You place your palms down on the keyboard and…


Starting a new promotion isn’t easy at the best if times. But it’s even harder if you haven’t got a strong idea to run with.

Yet a lot of copywriters make things so much harder for themselves trying to approach the blank page BEFORE they really know where they’re going.

Don’t do it.

Personally, when starting a new project I don’t even consider writing a single word of the headline, lead, body copy or offer until I’ve thought things over for a couple of days.

You see, ideas are formed in your limbic brain. But your limbic brain isn’t too hot when it comes to language. To articulate your idea you need to run it through your neocortex, the part of the brain that IS designed to cope with language.

By jumping straight to a blank page you’re asking your neocortex to get to work without before your limbic brain has had a chance to do it’s job.

It’s like asking a postman to deliver the post without actually giving him the letters!

So, don’t put unnecessary pressure on yourself: before you start trying to write a new promotion…

Think it over!

In fact, by thinking this little note over before writing I was able to jot it down with my thumb on my iPhone whilst eating my lunch!

If only writing long copy was so simple, huh?

You know it,


Glenn Fisher is an author, copywriter, podcaster and speaker. After a number of years working in the local council, he left to become a copywriter and founded, a free online resource for direct response copywriters and marketers. For over a decade he worked with The Agora, a multi-million pound international financial publisher before leaving in 2018 to write freelance. His first book, The Art of the Click, has quickly become an Amazon bestseller and was shortlisted for the Business Book Awards. He is the host of the popular All Good Copy Podcast and regularly writes and consults for numerous businesses, brands and ad agencies. He lives happily with his partner Ruth and dog Pablo on the east coast of England.

1 Comment

  1. theglennfisher Reply

    Another tip when it comes to sitting down to write a brand new promotion: if you’re struggling to come up with a good starting point, get back out of your chair and take a walk. I often find a quick trip round the block can get the engine firing again. In fact, I did it today!

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