An interviewer asked Woody Allen how to write a joke. Here’s what Allen said: “It depends on where I want it to take me. First, I figure out where I want to end up. Then I start asking questions so I can work backward to a beginning.”
Writing the end first is something a lot of novelists also do. Same for screenwriters.
So maybe it won’t come as a surprise to you that a lot of successful direct response copywriters to this too. For instance, I once asked great copywriter Bill Christensen how he gets started. “I write the offer card before anything else,” he said. “And then the sales close. Then I’ve got something to aim for in the rest of the letter.”
I was just getting started when he told me that. And I’ve done the same ever since.
Try it yourself. Especially if you ever feel unfocused or unsure of how to begin. Start writing by drafting a reply card and a sales close… and see if it doesn’t clarify your whole game plan.
Last modified: April 20, 2019