Comments on: How Woody Allen Would Write Copy http://copywritersroundtable.com/2009/01/01/how-woody-allen-would-write-copy/ Sign up and get your FREE report! Tue, 20 Dec 2011 15:23:47 +0000 hourly 1 http://wordpress.org/?v=3.3 By: jackforde http://copywritersroundtable.com/2009/01/01/how-woody-allen-would-write-copy/comment-page-1/#comment-267 jackforde Mon, 09 Feb 2009 22:29:47 +0000 http://copywritersroundtable.com/?p=230#comment-267 Thanks. Of course, Schwartz's greater point here, and one I'm glad you mention, is that you start with a lot of audience research. This suggestion doesn't so much counter that position as support it -- because, after all, one of the great reasons to write out the offer first is because it's in the offer that you really have to work out the details on what your prospects want and what kind of value they'll place on on it. The better you've done this -- and you'll find that sorting out the offer helps -- the easier those headlines come to you. Thanks. Of course, Schwartz’s greater point here, and one I’m glad you mention, is that you start with a lot of audience research. This suggestion doesn’t so much counter that position as support it — because, after all, one of the great reasons to write out the offer first is because it’s in the offer that you really have to work out the details on what your prospects want and what kind of value they’ll place on on it. The better you’ve done this — and you’ll find that sorting out the offer helps — the easier those headlines come to you.

]]> By: Sean http://copywritersroundtable.com/2009/01/01/how-woody-allen-would-write-copy/comment-page-1/#comment-262 Sean Fri, 06 Feb 2009 03:34:26 +0000 http://copywritersroundtable.com/?p=230#comment-262 Wow, that's interesting. It goes against Schwartz's idea that the you start with the headline after weeks and even months of researching your audience. Wow, that’s interesting. It goes against Schwartz’s idea that the you start with the headline after weeks and even months of researching your audience.

]]> By: David Cooper http://copywritersroundtable.com/2009/01/01/how-woody-allen-would-write-copy/comment-page-1/#comment-238 David Cooper Wed, 07 Jan 2009 09:39:32 +0000 http://copywritersroundtable.com/?p=230#comment-238 I couldn't agree more! It's one of my fundamentals when I'm writing DR copy. By starting with the response device (order form, coupon, sign-up form etc) it makes you think about the course of action you want the reader to follow - and it makes sure you hone and polish the offer and call to action so they can be read and easily understood in a confined space. What's more, when I'm concentrating so much on the response device, nine times out of ten the headline will pop into my head too! It's a double whammy! I couldn’t agree more! It’s one of my fundamentals when I’m writing DR copy. By starting with the response device (order form, coupon, sign-up form etc) it makes you think about the course of action you want the reader to follow – and it makes sure you hone and polish the offer and call to action so they can be read and easily understood in a confined space.

What’s more, when I’m concentrating so much on the response device, nine times out of ten the headline will pop into my head too! It’s a double whammy!

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