“Sell, or else,” pronounced legendary ad man, David Ogilvy many a decade ago. And, ever since, this unflinching commandment has been passed down from copywriter to copywriter. It’s the great leveller; the simple reminder that whatever the media, your aim remains the same: you sell, my boy, you sell if it’s the last thing you do. […]
Author Archives: GLENN FISHER
“Write Better Copy is a life jacket for those who are dipping their toe into the wild marketing waters and sinking,” writes Blanca. She’s a fellow copywriter and journalist who picked up my Write Better Copy guide looking to understand more about how copywriting works. She continues: “When I started to study copywriting, I desperately needed the right tool […]
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Feb
Feb
At last count, it was estimated around 300 billion emails are sent on a daily basis. “Sometimes we have to spend a little time with the numbers.” 300. Billion. A day. That’s a damn lot of emails. So, with so much other email copy competing with yours, it hardly seems worth spending much time on it, right? […]
16
Jan
Jan
I’d like to talk about salutations, my good friend. Or should I say Fellow Copywriter? Perhaps Intrepid Freelancer would be better? Of course, this is my point: There are far more options when it comes to addressing a reader than the classic ‘Dear Reader’. Sure, it’s a small thing. But still, it’s there on a letter for a reason […]
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Jan
Jan
Reassurance isn’t a term that’s widely used in copywriting. Have a quick scan through the index pages of Cialdini’s Influence, Daniel H. Pink’s To Sell is Human or even Ogilvy’s On Advertising and you won’t find any special preference given to the word. Even a stop sign needs a little reassurance sometimes. Does that make it redundant? Does the fact […]
Now then… Here’s the third in our series of ‘quotes about copywriting’. Every now and again I post a new snippet of copywriting advice that you’ll hopefully want to share with the world. Best of all, by taking advantage of the design skills of my partner Lin at Rhinett Design, not only are the quotes useful reminders of the fundamentals […]
After spending an evening with social media expert and general ‘smart guy’, Gary Vaynerchuk (@garyvee), I decided to check out SlideShare. “Green light your ideas” Have you come across this yet? It’s basically a social network based around sharing slideshows. Sounds weird, I know. But I kind of like it and spent some time designing my own […]
With the help of the always excellent @rhinett, I’ve updated and expanded my popular copywriting infographic… It now covers an entire direct response sales letter. As you can see below, I’ve included the main sections you’ll find on a typical letter and offered some advice on how to handle each. Of course, this is by no means the structure every long […]
If you’re a copywriter wondering which books you should ask for this Christmas, or if you’re searching for the best books for copywriters… Help is at hand. Here you’ll find five recommendations that will help inspire and influence anyone who writes to sell. In fact, influence is actually the title of the first pick… Influence by Robert Cialdini Most copywriters will […]
For reasons that are quite frankly beyond me, I was recently reading a sales letter in the bath – Vince Stanzione’s Making Money from Financial Spread Trading, to be precise. I realise it’s not an image you want in your head… But there you have it. I’m sorry. The good news: There were three very clever […]