A small agency I worked at years ago called them “smell sheets”. But that doesn’t mean they can’t be done well. Especially since, for agents in the field, they’re invaluable take-aways for clients, both in- and out-of-book.

Of course, 90% of the copy is written by a platoon of lawyers. But that other 10% – the headline, opening paragraphs, and subheads – set the table, making a case for why someone should take time on the other 90%.