Legend has it that direct marketing giants Bill Bonner and Mark Ford sat down to analyse all the direct mail promotions they’d written, all those that had worked and all those that had flopped.

They considered what fundamental factors the successes shared. They identified what was missing from the failures. And then they put it all together.

Four elements revealed themselves.

Years later, some people dismiss those four factors… they think they’re old-hat… or cliche in some way. I can see why. But I reminded myself recently of how effective they can be when it comes to making your headlines stronger.

As a copywriter, it’s quite simply essential that you always have these four factors in the back of your mind.

In this new video I’ve recorded, I explain why…

If you enjoy the video and find it useful, be sure to leave a comment below.




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 AllGoodCopy.com, 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. Thanks for the great vid glenn. reall interesting stuff. gonna use the four u idea on my next package.

  2. Good video. Very interesting take on things. Nice site all round.

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