Creating the plan

- So once you've assembled your tools, … it's time to create a plan. … I don't want to overemphasize this step … because when folks hear plan, … they tend to envision these hundred page documents … that everybody reads once and then uses as a doorstop. … In this course, plan means take 30 minutes … to think about what you're doing. … Your plan will change five times before it's done. … That's just the reality of modern marketing. … It's designed to get you moving and tell you the next steps … as you finish one piece and move on. … My copywriting plan usually has three things. … First, any notes that leap out at me regarding my audience. … You might get these from your client or from your boss … or you might simply rely on a brief conversation … with the folks who know the audience, like a sales team. … This is one or two sentences, … like never, ever, ever mention chickens … or really loves to hear about sports. … These are the important hints … that keep you on target and out of trouble. …