Rationale:

1) Derivation, Source
2) Explanation: Why?
3) Abilities
4) Characteristics: Exemplifies what?
5) That is why...

FOR GOOD COPY:

ATTENTION
INTEREST
DESIRE
ACTION

FEATURE
FUNCTION
BENEFIT


o Research (Understanding) {Grasp the Essence, Get the Feel}

o Clarify (Understand more)

o Study brief

o Look through helpful materials (eg., dictionary, thesaurus, archive magazines and websites)

o Read client’s website – Understand tone


For taglines:

o USE ACTIVE OVER PASSIVE WORDS (ACTION WORDS)

o Punctuations

o Short and sharp

o Easy to read and understand

o Question to evoke curiosity

o Sentence

o Story

o Rhyme