Institute of Copywriting

» Writing better copy
» What kind of copy?
» How to link sentences
» Writing for the web

This checklist covers some of the points you should consider when preparing to write copy.

• What is the most important point to convey?
• What other points do you want to cover?
• In what form will the writing appear (direct mail, leaflet, window display)?
• What benefits are you offering?
• How much detail do you need to provide?
• Where does this writing fit in the overall selling process? Is it the first communication? Or is it in response to an advertisement?
• Do you have all the background information you need?
• What should your writing achieve? Should it change opinions or make a sale?
• How does the writing take the reader to the next stage? Is there a coupon or a sales hot-line?