How Copywriters write... John Salmon

How another legendary copywriter approaches writing ads. (From 1995's "The Copy Book" by the D&AD ISBN 0-8230-6506-5 Rarely but occasionally available through Amazon)

John Salmon

1. "Writing the first sentence is as difficult as writing the headline. It has to expand the headline idea and lure the reader on to the next sentence."
   
2. Write from the standpoint of the readers self interest. Based on: Benefits offered (tangible or emotional)
   
3. Meet and hear the prospects. How do they relate to the product? What is the value they place on it? What's their language? Their needs?
   
4. An idea isn't an idea until it can be expressed in words.