Glenn Fisher, All Good Copy- InnovaBuzz 181
Glenn Fisher, All Good Copy
In this episode, I’m really excited to have on the InnovaBuzz podcast as my guest, Glenn Fisher, author of The Art of the Click and host of the All Good Copy Podcast. Glenn is a direct response copywriter who provides a host of online resources for copywriters and marketers through his AllGoodCopy.com website. For over a decade he worked with The Agora, a multi-million pound international financial publisher and in 2018, having helped launch and grow Agora Financial in the UK, he left to write copy on a freelance basis and focus on coaching aspiring copywriters. He’s also a regular speaker at business and marketing conferences.
In our discussion, Glenn talked to me about
- The features of good copy and what authenticity really means
- The CIA framework of good copy
- Why “WHY” is one of the most useful words in copywriting
Simon Lamey on episode 169 suggested we interview Glenn.
Listen to the podcast to find out more.
Listen to the PodcastA good copy needs to be compelling in the sense that it attracts people. It needs to be something new that feels like it might be able to make a difference. @AllGoodCopy Glenn Fisher on #InnovaBuzz podcast Click To Tweet
Show Notes from this episode with Glenn Fisher of All Good Copy
Key points and take-aways from this episode include:
- Creativity itself is not limited to writing fictions. You can be creative in advertising and marketing too.
- Direct response marketing all comes down to testing and measuring the response.
- No one truly knows what will work. The best way to find out is to test it in the market in a controlled way.
- Constantly adding new variables is a lesson that every writer should have.
- You can never assume knowledge.
- You should always be confident in telling your message because someone out there will find it interesting.
- Give yourself a little bit of objectivity and look at things with fresh eyes.
- A good copy needs to be authentic. It needs to have a fundamental idea behind it, and that idea needs to be real. It needs to feel initially straight away without any doubt that there is something in it.
- A good copy needs to be compelling in the sense that it attracts people. It needs to be something new that feels like it might be able to make a difference.
- A good copy confirms a thought that people already have. If you can confirm an idea and inform the reader of something new, you can get their attention and present that copy in a new and interesting way that they have not seen before.
- Confirm, inform, and astound the reader is the pathway to a good copy.
- The key to a good copy is to deliver your argument in an authentic way.
- WHY is one of the most useful words in copywriting. If you dig deep enough and you keep asking WHY, you will find very often that there is an authentic reason why the reader might need to purchase your product today rather than tomorrow.
- Look for the real things. Start with what is real and authentic in your mind and go for that.
- Read every piece of copy you write objectively. Read it aloud.
- Identify what the copy is for and the end goal you are trying to get out of it. It will naturally dictate how long the copy needs to be.
- The longer you go on, the more questions you answer, the more you are going sell.
- Long copy shouldn’t just be long for the sake of it. Every element of a long copy needs to be there for a reason.
- Copyboarding is mapping out the entire piece of a long copy sales promotion.
- Leading by objections loses the element of excitement.
- The easier it is to read a piece of copy aloud, the more effective it is when it actually gets sent out.
- Edit your writing to be more like the way you speak.
- Copywriting is all about creating emotions and the way to target emotions is by telling stories.
- Copywriting is not really about writing. It is about the ideas that you are writing about. You need flexibility. If you get stuck and can’t write the ideas coming at a particular moment, stop immediately at that point. Don’t dig and dig because you are not going to find anything.
The Buzz – Our Innovation Round
Here are Glenn’s answers to the questions of our Innovation round. Listen to the interview to get the full scoop.
- #1 thing to be more innovative – Read everyday. It is not about how much you read. It is about keeping it constant and working through all the ideas you got to find.
- Best thing for new ideas – Be silly! Allow things that seem silly to make sense.
- Favourite tool for innovation – The Internet, Google, and other people not related to marketing.
- Keep project / client on track – Asana. Be very honest about how long it usually takes things to do.
- Differentiate – Be yourself and be honest about who you are, what you believe, and how you act in the world.
To Be a Leader
Don’t overcomplicate things. Business is really hard. It creates this sense of panic and complication. Try and get down to the fundamental things. If you can get down to the simple things and have that kind of diligence to keep asking those basic questions, it will get you in a much better place.
Glenn suggested I interview Dave Trott, Author of One Plus One Equals Three. So Dave, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Glenn Fisher.
Cool things about Glenn
- He was born in Grimsby in 1981.
- He wanted to be a bank manager when he was a young boy.
- He lives happily with his partner Ruth and dog Pablo on the east coast of England.