- "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."
- Write from the standpoint of the readers self interest. Based on: Benefits offered (tangible or emotional)
- 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?
- An idea isn't an idea until it can be expressed in words.
Monday, February 8, 2010
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)