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Chapter 3. Preparing to Write

Before you write, think about your objectives. What specifically do you hope to accomplish? Remember that writing is a process. Here are some tips to help you get started.

1. Know your product or service. Explain why a prospect should select your firm or your product over your competitor’s.
2. Know your prospect. Understand your customer’s particular business needs and objectives before you can tailor your proposal to meet those needs.
3. Know the desired action. Determine what you want to achieve. If you want someone to do something (such as call you, complete and return the postage-paid card, or stop by your office), you will need to clearly convey the action you have in mind.
4. Write your first draft freely and quickly. Plan to edit and refine later. At least you will not be thinking, “This first draft must be perfect.” Nothing inhibits a writer more than trying for perfection too early. Writing quickly and freely will give you a positive feeling of progress.
5. Write the easy stuff first. Write what you can; then fill in the missing information. You will probably find that what seemed difficult at first, seems easier now—and less time-consuming.



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