What to give a copywriter to help them get it right, first time

I was at the dentist yesterday when he asked what I did for a living. “I’m a copywriter,” I said. “I write words for businesses.” “Which industry?” he asked. “Any,” I said. “I’ve written for almost all industries.” “What about dental?” “Hmm. You got me there,” I said. “I’ve never written copy for a dentist […]