In copywriting doing homework would mean getting fully familiar with the product or service one was promoting, knowing all about it. How is it produced? What does it do? Why is it valuable? What results can one expect from it?
Copywriting uses the knowledge of the product, the survey buttons, the audience viewpoint and positioning to attract and interest and get the message across.
A good copywriter will make the most of positioning to enhance his copy and make it all of a piece with the whole of the ad.
The approach to promo and copywriting, whatever the mood or trend it takes, should be fresh and truthful. Insincere, overdone or stereotyped advertising will never sell or bring anybody into anything. It is possible to do promotion and write copy that is alive and interesting, that attracts and is in good taste. (Marketing Series 12 COPYWRITING)
Ad copy has got to carry a message. It is a communication. (Marketing Series 13 ADS AND COPYWRITING)