There’s nothing worse in direct-response copywriting than assuming too much knowledge… Sure you need to target your copy. I mean, you can’t sell everything to everyone. But to assume that your potential customers know what you do and why they need you to do it for them… Well, that’s just copywriting suicide. I shed a tear for […]
Author Archives: GLENN FISHER
Take a look at this copywriting infographic… Of course, there are many weird and wonderful ways to structure a direct-response sales letter. As with most things in copywriting, there are no hard and fast rules. But… There is one particular structure that I return to time and time again and it always produces good results. […]
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I make mistakes in my writing. Everybody does. Thing is, some of my mistakes, I don’t mind. In fact, I sometimes make them on purpose. Or perhaps it’s more accurate to say that I let some of my mistakes remain. I’m not talking about misspelling their as there, or your as you’re – they’re unfortunate […]
I think it was Kurt Vonnegut who said it… “If you can’t explain your story to a fourteen-year-old in one sentence then you’ve got a problem with your story.” Something like that. Possibly. And hell, if he didn’t say it, he should have. It sounds like something he’d say. Anyway, the point is, it’s a […]
So look… You might disagree with me here. You might sneer. You might even think I’m an idiot for saying what I’m about to say. But I’m going to say it anyway. I’d be a liar if I didn’t. Spit it out? OK… With direct-response copywriting I think it’s often better to be cliché than […]
As you write more and more copy, you tend to develop your own list of ‘go to’ words. You know that if you’re in a scrape and your brain isn’t functioning properly after a heavy night, you can dip into this universal sack of trigger words and the result will be half decent. But I […]
Questions in copy can be so dangerous… Do you agree? No. And there you go, my question is answered. Just like that, it’s all over. Sorry to waste your time. I’ll speak to you another day. OK. OK. What happened there? Well, I asked a question… You had an answer, and hell… I wouldn’t blame you […]
I blame Dostoyevsky… Even his name is difficult to read. Is that even how you spell bloody Dostoyevsky? Who knows? Who cares? OK. OK. Yes, I accept – he probably was one of the greatest writers that have ever lived… And yes, his novels are deeper than a deep thing that’s very deep. But here’s […]
Too many copywriting gurus go on and on about what they DO know… So to freshen things up a little, here are five things about copywriting that I definitely DO NOT know. 1. I don’t ever know what the best headline is for any particular product or service that I am selling. Even when I […]
One of the most fundamental things you can do in a headline is to make a promise to the reader. In fact, it’s probably one of the most often used techniques when it comes to writing headlines for direct response copy. With financial copy I’m sure you’ve come across many headlines promising that if you […]