In preparing marketing copy, you have a variety of considerations to keep in mind, including the specifics of what you are writing. One way to make the process simpler is to follow a series of steps that help to streamline the copy and ensure that you get the message to the reader as effectively as possible. This series of steps, seven in all, offer a failsafe set-up for a marketing piece and allow you to focus more energy on the details of the content.

The first step is to know your audience. Know who you are writing to and what your readers’ expectations might be. Consider the unique qualities of your audience and what you can say to reach these readers successfully. The second step follows hard on the heels of the first: determine the purpose of your marketing copy.

Purpose affects the way that you focus the ideas you need to convey to readers, and understanding your purpose helps you eliminate any information that will be unnecessary or ineffective.

Steps three through six apply to content. The third step is to start with a bang. In other words, begin with something that "grabs" the reader and keeps him or her reading. Bear in mind that you have 20 seconds – or less – to get the reader’s attention. Consider the importance not only of the opening sentence but also of the title or headline of the piece. If the reader isn’t interested in how you begin, it’s unlikely that he or she will keep going. The fourth step also follows naturally. Having gotten the reader’s attention, you now need to motivate the reader to proceed through the copy. Develop a message that gets the point across with concise wording and simple sentences. Additionally, make sure the copy follows the title or headline. Don’t promise in the beginning what you cannot, or do not, deliver in the body.

Step five is all about what the product or service can do for the reader. Whatever it is that you’re selling, be sure to provide a clear list of benefits that the reader will gain, acquire, or experience. Don’t spend too much time of positive features: go right for the tangible advantages so the reader can determine the personal value of the product or service.

Finally, step six applies to the ending. Conclude the copy with some type of call to action. Let the reader know what he or she can do next to find out more, make a purchase, schedule a consultation, and so forth. Don’t leave the reader hanging, and don’t forget that you need to "close the deal," so to speak, by directing the reader toward future action.

Step seven has less to do with the details of the copy and more to do with how you distribute it. And the key to step seven is that you do distribute it. Get the word out, with flyers, emails, or even banners. The best-written marketing copy is of no use if no one reads it. Don’t let that happen to your marketing piece.