If your copy is to be powerful and interesting it should first be carefully structured, and that means some serious 'prep' work in compiling lists and details of all the relevant facts...

PRODUCT'S BENEFITS The most important list of all. What exactly will the customer get out of it?

PRODUCT'S FEATURES A bullet point list of all important or relevant factors (to add 'colour' and interest).

PRODUCT'S POSITIVES A list of everything good about the product, anything special, anything exceptional.

PRODUCT'S NEGATIVES A list of anything poor, anything that may be dubious, that may cause (or have had) complaints.

COMPETITORS A detailed list of all competitors (often what they are and what they say affects what WE say).

PROBLEMS Is there anything that we should avoid or anything that may have an adverse affect on our product?

HISTORY & FUTURE A brief paragraph or two about the product's history and also of the future forecasts and/or developments.

STYLE OF WRITING The feel and flavour of the copy, very much determined by the Target Audience.

LENGTH OF COPY The estimated number of words required determined by the media and nature of the ad.

ANY OTHER FACTORS Anything that may have an affect on the product such as weather, seasonality, political, controversial?

PUT TOGETHER THE STRUCTURE Now that we have all of these factors in place we can put together a bullet point structure of the copy - and we are now at the start line!