This is true, but easier said than done. You must look back at what you have already said, and see what the person would next like to know. The only thing you know about the person who starts to read the body copy is that they have probably already read the headline. One measure of good copy is what I call the nod factor . You must picture your reader, and see how many times you can get him to nod in agreement.
People like to have their prejudices confirmed.
It keeps them reading happily. Let's follow the sequence in the teachers' insurance package I mentioned in my answer to the previous question when discussing how to open letter copy. Thus, the reader knows more about you, realises why he has never heard of you before and the mention of the century in business shades into conviction , another of our key objectives. As you see, nothing in this sequence is unclear or tricky. Each point logically follows the one before.