As a copywriter, you’ve got one major problem that no one really talks about: no one wants to buy anything.

That would be fine if it weren’t for the fact that, as a copywriter, it’s your job to encourage people to buy things.

Actually, I’m being dramatic. There’s hope… there’s something you can do to fix it… and you can start right now.

Speaking with a copywriting buddy of mine recently, an English copywriter-turned-entrepreneur-in-his-own-right, he pointed something out that should be glaringly obvious to every single one of copywriter in the world right now – what people want to do right now is MAKE MONEY.

That’s a very good thing.

Because whether you realise it or not, that is exactly what a lot of editors, traders, gurus – and accountants – are looking to do to… make people money.

So it’s simple right? We sell people the tools they need to make money.

Ah. There’s a problem here. A break in dialogue. The ‘Do Ratio’ is out of sync.


Look at it like this…

People DO want to make money.

You clients DO have the products and services that will make people money.

We DO want them to by those products and services.

People DON’T want to but anything.

Three Dos: One Don’t.

For this whole thing to work, as you know… you need four Dos.

It’s your job – the thing that makes copywriters money – to turn that last remaining Don’t into a Do.

So how’d you do that?

You tell me.

No, really. You tell me.

Whether you’re a copywriting genius or just starting out – it’s YOUR IDEAS that will get your fellow copywriters through what people are now calling ‘The Biggest Financial Crisis Since Last Week’s Financial Crisis’.

So here’s what I propose…

We go swimming.

Not literally – I’m not putting a pair of Speedos on anytime soon. Instead you should pool some of your ideas.

I’m not talking to the point where you give all your best ideas away.

But if you find yourself stuck on a sales promotion… pool it. Open it out to your fellow copywriters in the comments below and see what floats.

Just jot down the details of your initial idea for a headline and see what people have to say.

You might get some useful feedback you weren’t expecting!




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. Working on a promotion for a ebook that shows people how to source products from abroad to sell on eBay. Seen a few China selling secret type headlines about, so what something new. But also don’t really want to lead with eBAy as it’s a bit old news these days. Any ideas?

    • CopyKing, I think I got an email for China Secret the other day. Do you have any specific stories of good opportunities as you could focus in on one to do a story lead maybe. but I do think with eBay stuff, you’ve just got to hammer home a ton of proof that money can be made. I’ll have a think on it.

  2. Claire Harness Reply

    I’d love some help with a headline I’m working on right now. So far I’ve got: “The 7 everyday foods that could be killing you.” It’s for a report on common foods that can cause yeast infections and other nasty stuff that I’m doing for a friend. I think it’ll work ok but would love some thoughts.

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