Writing copy is tough, even for skilled wordsmiths. Marketing copy is very different from most everything else you'll need to write. I've written copy for a lot of clients, and have found the following techniques help me out a lot. Hopefully, they'll help you too.

Message Development

1. Describe the audience
2. What are the audience's specific questions??
3. Answer the questions?
4. Answers are key messages?

Collateral Development

• Questions define structure?
• Use defines format?
• Target tightly?

The Mechanics of Writing

• Key messages become reused phrases?
• Develop a lexicon?
• Write backwards?