writing process video two
Watch the second three videos on the writing process

In the second of three videos about my writing process, I hope to share with you how to get your ideas down on the page.

Once you’ve done your research and you’ve got a load of great ideas bouncing around your brain, the next step is to give them form.

Sure, you can just throw everything at the empty page if you like. Indeed, some copywriters recommend you do just that.

But I think that’s wrong.

I believe you need to be a little more disciplined in your approach.

Don’t get me wrong, I’m not suggesting you stunt your creativity. Instead, I think the three stages I suggest will help you be more creative. If nothing else, adopting my approach will save you a lot of time and effort.

See what you think; I hope it gives you some food for thought…


P.S. In the third and final video in this series I’ll explain what to do when it comes to editing what you’ve written.

There are a few techniques I use on every direct response sales letter that I think are essential to producing a successful promotion and hopefully you’ll be able to adopt them too.

In fact, editing can be a very relaxing and enjoyable process if it’s done in a certain way – and in the next video I’ll explain how.


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. Love your way of writing. When I’m stuck, I usually go back to reading the whole copy, but sometimes when you’re on a deadline, it is hard to keep on going back to the beginning of the copy.

  2. Useful points on subheads and looking forward to your editing video already. I’ve been following Maria Veloso’s 5 step blueprint and I think it advocates a similar philosophy regarding structure.
    Very true about writers being proud. But who was it that said, “Slaughter your darlings?”

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