Author Archives: GLENN FISHER

Sometimes copy has nothing to do with the words you write

When you walk into a classy restaurant you usually notice one thing before anything else… Sometimes, in fact, you don’t even realise you’ve registered it: it’s something that happens on a subconscious level. But the fact is, this seemingly minor detail can have a huge effect on your overall experience. I’m talking about a sense […]

Review: Web Copywriting Course by Rob Macleod

Web Copywriting Course is a product sold on Clickbank by a chap called Rob Macleod. You can check it out here… Web Copywriting Course by Rob Macleod. Another copywriting product available on Clickbank here that confuses me. Why? It’s not the copywriter who’s selling it. Don’t get me wrong, I really respect a entrepreneurship but […]

Car crash copy: why bad news is better than good

You get an email telling you the good news… If you act in the next two hours, you can claim a £100 discount on so and so’s latest copywriting seminar. That’s great news. But is it the best way to promote that offer? Is good news always a good thing? Not necessarily. When it comes […]

Bad news beats good news

You get an email telling you the good news… If you act in the next two hours, you can claim a £100 discount on Tony Owl’s brand new copywriting seminar. That’s great news – you love Tony Owl. But is it the best way to promote Tony’s offer? Is good news always a good thing? Not necessarily. […]

How sleeping with your readers will improve your copy

Coming up with a headline that will grab your reader’s attention is hard. You might spend weeks writing and testing different ideas for nothing. Even if the product or service you’re selling is amazing, it doesn’t necessarily make writing a captivating headline any easier… But there is an exercise you can do that will help […]

Does your copy embarrass you AND your customer?

When someone decides to pay money in return for a product or service, it’s a serious thing. Good copy should respect that. I was sat in a meeting recently when a sales letter I had written was brought up on the screen. Though I naturally recognized it as mine, the people I was meeting with […]

A personal postcard from your editor in Montmartre!

I thought I’d post a quick snap of your editor on holiday in Montmartre… And I’ll actually start posting a few more ‘little windows’ into my life as writer as I hope it will remind you to remember why you write copy in the first place. You see, we stayed in a hotel next to […]

What Woody Allen can teach you about copywriting

Whatever you think about Woody Allen ‘the man’… As a filmmaker, he’s made some truly great films. That’s a simple fact. For what it’s worth, I think he’s a brilliant writer, a great director and a good actor…. You only have to look at Annie Hall, Manhattan, Hannah and Her Sisters, Play It Again, Sam, Deconstructing Harry, […]

Discover how ‘found copy’ can help engage your reader

As with most things in modern art, the first time it happened, it was down to Picasso… He painted a picture of a chair, but not satisfied with paint alone, he stuck an actual chair on the canvas. Surrealist Marcel Duchamp, took it a step further, and in 1917, he just signed a toilet, turned […]

Repeat after me: repeat, repeat… repeat!

Dear Reader, It’s an objection that’s often raised… If handled badly, it can destroy a promotion. But get this right and it could be one of the most important things you do. AllGoodCopy.com reader, Jon Steel, asked an interesting question about this very subject on the website recently: “Is there a good technical reason why […]