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