The common way to create a presentation or marketing communication piece is to write it in the order it will be presented or read - slide 1, slide 2, slide 3, etc. But this is not the most effective way to prepare a message to get the greatest response.

The best way to create a presentation or marketing message is to write the close first.

The close is where everything comes together. It is where you reveal your call to action and direct the recipient to do something with the information you have presented. It is the reason you presented or wrote the white paper, landing page, case study, etc.

What you should do is write the close first and then create the slides or information before it necessary to build overwhelming support and cause to heed your call to action. The purpose of all information before the close is merely to build momentum and give a compelling reason to act.

Writing from the call to action backwards is the technique I use to write copy of all types - sales letters, landing pages, websites, white papers, case studies, presentations, etc. This simple tip provides greater focus to your copy and will increase your response rate.

What do you think?