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Do you outline when you're writing your body copy for your ad?

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Unread 10th Aug 2013, 02:22 AM   #1
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Do you outline when you're writing your body copy for your ad?
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Just like the question asks...

Do you outline every piece of detail when making your case? Or do you keep it spontaneous/free flow?


I know for sure we all follow a some kind of formula, but when it comes to writing out your case for your product, do you outline?

And why?

Also, if you have a link to some scientific paper, post it. I'd like to see if there's any scientific answer to this question.
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Unread 10th Aug 2013, 04:23 AM   #2
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Re: Do you outline when you're writing your body copy for your ad?
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I have an outline in my mind but rarely on paper.

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Unread 10th Aug 2013, 01:07 PM   #3
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Re: Do you outline when you're writing your body copy for your ad?
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Sometimes I create an outline, but rarely do I use the outline later.
I just write and see what happens. Usually it turns out great right away.
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Unread 10th Aug 2013, 02:11 PM   #4
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Re: Do you outline when you're writing your body copy for your ad?
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Quote:
Originally Posted by DavidG View Post
Just like the question asks...

Do you outline every piece of detail when making your case? Or do you keep it spontaneous/free flow?


I know for sure we all follow a some kind of formula, but when it comes to writing out your case for your product, do you outline?

And why?
A sales letter should have a persuasive flow.

So before you write your first word, think through which components (headline, social proof, P.S., etc) you'll include in the sales letter... and in what order.

That's your "outline".

Whether you write it down or not just depends on how much you trust your memory.

Alex
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Unread 10th Aug 2013, 02:59 PM   #5
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Re: Do you outline when you're writing your body copy for your ad?
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Quote:
Originally Posted by Alex Cohen View Post
A sales letter should have a persuasive flow.

So before you write your first word, think through which components (headline, social proof, P.S., etc) you'll include in the sales letter... and in what order.

That's your "outline".

Whether you write it down or not just depends on how much you trust your memory.

Alex
Exactly...

So would you say writing it down can give a better output? That's my main point.
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Unread 10th Aug 2013, 03:36 PM   #6
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Re: Do you outline when you're writing your body copy for your ad?
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I write notes of what I want to say (at some point) in the copy.

But I don't create an outline. I just have a mental image of how I want the copy to feel.

I will create a kind of flow outline - if I'm writing a solo ad, video script, sales letter, upsells and follow ups. I just want to organize and leverage everything effectively.

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Unread 10th Aug 2013, 05:14 PM   #7
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Re: Do you outline when you're writing your body copy for your ad?
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some time i write on a paper ... sometime just in my mind. but occasionally i wrote it
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Unread 11th Aug 2013, 12:30 PM   #8
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Re: Do you outline when you're writing your body copy for your ad?
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I'm not a respected copywriter, but when writing in general (content, books, blog posts etc.) my whole life I just sat down and typed.

No outline, no mental one, no notes, nothing. Sat down and typed. But I am changing my ways.

Now I use workflowy.com. It's an online outline site (I think someone here recommended it). I find if I start with an outline I don't end up in a jumbled mess. The beauty of it is I can create a shell outline. A 12 step salesletter for example. List the 12 steps. Then underneath each step are the components of those steps. Flush those out. Then so on and so forth.

Then look at it as a whole, and if I need to move a whole section for it to make sense, it's drag and drop. Copy and paste it into word/notepad, clean it up, round it out, and it's good to go.

My biggest problem with the way I used to write, was flow. My writing just never flowed properly.
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