Guest Post By Michel Fortin Writing copy is usually the easiest part of my work. But figuring out what to say is often a whole lot harder than knowing how to say it. That requires a lot of research, creativity and, of course, “sales detective work,” as my friend John Carlton calls it. But when I know what to write, the question I’m often asked is, “Do you start with the headline, or do you work the headline last?” Let me share with you a formula I use. First, when I write new copy, I tend t
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