Guidelines
for Great Copy 2
by Andrew Byrne
Learn your market. To whom is this product or service going to be sold? What is their like? What are their demographics, their lifestyles? Where do they live? Don't try to reason this out for yourself, get others to help you. Then visualize your prospects and talk directly to them, as if you were selling in person. Keep in mind that you are selling, and that you're substituting the written word for the spoken word. This is another part of the writing process that lies underneath that iceberg which is visible-your copy.
(Taken from Inside
Direct Mail.)