Going ‘New School’: Harvard Medical School Leaves its Stuffy Reputation in the Dust

It also helps to have the Harvard name backing his copy, Scheck freely admits. He continues, “The most important thing about writing copy is arousing interest. Make people think, ‘Hey, I need to know what this is going to tell me,’ and then convince them further on in the letter that you’re telling them about a source. I use the word source rather than magazine or newsletter because people think, ‘I already have too many magazines; I have too many publications … I don’t need another thing to read.’