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Direct-response copywriting expert, Glenn Fisher, reveals more than 20 tried and tested techniques for improving your sales copy, starting with…

For years we study the classics, we build our vocabulary, we learn how to craft our sentences and paragraphs.

All through this period there is an unspoken suggestion – if you don’t understand what you’re reading, it’s your fault. It’s not that the book is difficult to understand, it’s that YOU are too dumb to understand it.

So you read more, you learn more, you waste your time working through impossible literature that means nothing to you.

Only problem is, if you decide after all this that you’re going to work in advertising – you’re buggered.

The first thing I had beaten out of me – and the first thing I beat out of any trainee copywriter – is the misapprehension that only difficult writing is good writing.

The crappy flowery language that ‘writers-to-be’ adopt in their early days (to prove themselves as ‘an artist’) needs slapping down. In fact, it needs to be slapped down, taken outside and then stamped on repeatedly until it resembles a Jackson Pollock painting.

When you’re hoping to sell something to someone who doesn’t really want to be sold to, you need to speak as simply and as directly as possible. You need to write as though you’re explaining it to a mate.

Because if you can be yourself in your writing, your message – whatever it may be – WILL shine through, trust me.

Whether you’re a copywriter or a marketer, when it comes to write sales copy, the…