Almost nobody does enough homework before they write a word of ad copy, make a marketing plan or start selling. That’s the main reason why most ad copy and marketing tactics are anemic, weak and ineffective. Frankly, about 80 percent of the ad copy I see is: full of puffery instead of power; loaded with generalities instead of specifics; full of sound and fury, signifying nothing. Here’s what I mean by “doing your homework.” Before I write a word of copy for a client, I have them fill out a 25-question client questionnaire. Make sure you do the research necessary to get the answers to these questions before you write the copy.