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Strong management will make it a policy to have every detail completed on this specification
sheet before the copy packet is given to a copywriter.
EDITORIAL REFERENCES
All editorial mentions of the product or service should be clipped on a regular basis and added
to the copy packet. This should include newspaper and magazine articles; radio and television
scripts and other "published" material from outside sources; and anything produced internally
within the vendor's or seller's organizations including engineering reports, customer service
reports, transcripts of focus group sessions, public relations releases, and so on.
SALES RECORDS
The copy packet should contain all records of previous sales of the product or service. Too often,
the writer is left out of discussions concerning sales results, yet they are essential to a full understanding
of how best to create words that will help sell the product or service.
CUSTOMER COMMENTS
This is perhaps the copy packet's most important item. A copy of every letter and record of each
customer service phone call concerning the product or service should be added to the copy packet
as they are received.
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