Before starting your copy, work out where it'll end

Write the final understanding before the opening sentence.

For a replacement email, it might be: “Your replacement arrives tomorrow between 10 and 12.” That single line exposes what the draft needs to support.

Which item? Must the broken one be returned? What happens after a missed delivery?

It also exposes material that serves the sender. Company history contributes nothing. A long apology delays the useful fact. Three paragraphs about the investigation may matter internally and still deserve one sentence here.

Many drafts reproduce knowledge in the order the writer acquired it. Background first, complication second, decision somewhere near the end. The reader is forced to retrace the writer’s journey when they mainly need the destination and enough evidence to trust it.

The endpoint can change during drafting. Change it deliberately, then inspect every earlier claim against the new version. This preserves discovery without granting permanent residence to each digression.

The email is printed and handed to somebody who has never seen the case.

After one reading, they are asked when the replacement arrives, what they must do and where uncertainty remains. Two answers are clear. The return instructions are missing. One sentence is added beneath the delivery window. The new ending now answers the question that brought them to the page.

Behavioural principles

Behavioural ideas at play in this post

Short, plain-English explanations of the principles behind this post, with links to related books and examples in the archive.