💎 Before starting your copy, work out where it’ll end

To me, the process of writing a clear, logically-argued piece of copy is a bit like erecting a telephone line from A to B. The first thing you do is to establish the route your poles are going to take, and then put them up in a nice orderly line. Only then do you actually string the wire between them. In other words, get your basic structure right before you’re tempted to start writing. If I don’t observe this discipline, I usually end up in a hopeless tangle of wire.

Excerpt from: D&Ad Copy Book by D&AD