Guide to Great Copy

When preparing to write a letter, ad or promotional piee about your organization, do not write a word until you have studied your product or programs and dug out every possible benefit you can. Don't try to do it on your own. Talk to people outside the organization. Inside the organization. Friends. Talk to everybody you can find. Then build your copy skeleton. List the attributes (what the product or program does) and benefits (why your target audience cares); make an outline. This is the tough part of copywriting. It will take more time than actually writing the copy. Yet it is the most vital and important part of copy writing, because it forms the basis for every word you write.

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