Yesterday an art director asked me how I like to approach a new direct mail or broadcast email project. How do I decide on concept, message, and that all-important opening paragraph?
Here's what's the most fun: I imagine my audience as a character in a movie. The opening scenes show me what kind of day my "audience member" character is having, who he's dealing with, what he wants, and why he's having trouble getting it. A good movie puts me right inside that character's head; so now I'm right inside my audience's head.
Now all I have to do is "talk" to him. I can be the buddy who shares his plight; the Disembodied Voice that whispers in his ear; the evening news anchor that tells him what's what; or any other character I like, as long as it's one capable of dialogue. Once in character, all I have to be is compelling -- and it's my script, so that should be doable.
True, I haven't sold any screenplays lately. I'm weak with Plot. But the method seems to work okay for direct response.
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