Effective copy is written to meet a specific, stated objective.
Before you start writing be sure you know your objective – e.g. “The aim is to persuade our audience to better understand the benefits of using our service vs. our competitors, in particular when it comes to customer service before they make a service provider choice.” If you don’t know your objective how can you reach it?
This saves you lots of time and energy as you begin the writing process. I’ve personally found that sometimes it helps to do some free-writing on your subject to help find your objective, to get your thoughts on the subject down on the page before you select a specific marketing objective for your piece.
You know you have a solid objective when it’s S.M.A.R.T. – Specific, actionable, realistic, and time-based.