7. Understand the business objective of what you're writing. Is your goal to generate more highly qualified leads, sell add-ons to low-ticket purchases or transform one-time customers into multibuyers? If you don't understand the objective, you're setting yourself up for multiple rounds of revisions.
8. One last tip. Write it, then set it aside. Preferably overnight. There's something magical that happens when you let your words and ideas percolate overnight. It almost always results in more clear-sighted, more compelling more on-target copy.
Pat Friesen is a copywriter/creative strategist who writes for direct mail, email, blogs, catalogs, the Web and other direct response media. She's also a sought-after copy coach, workshop presenter and columnist for Target Marketing
magazine. Contact Pat at 913-341-1211 or pat@patfriesen.com.
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