A proven 5-step outline for creating gangbuster content

Reader, Mark B, asks:

“Do you have a structure that you always follow when you write? If so, would you mind sharing it?”

Yes, I do indeed have a “structure,” my young copywriting padawan.

And here’s the best part:

It’s so simple that you can start using the same structure today, and start making sales.

Plus, it’s got nothing to do with being an amazing writer or anything like that.

So let’s look at how you can use the same structure that I use so you can create some great content designed to sell your products.

Quick note:

You can use the same structure for your emails, blog posts, or social media posts.

Okay, so, I’m all about simplicity.

I always try to keep things as simple as possible. Both for myself but also for the clients I coach. So, while I do have a structure, I always follow when I write, it’s not very sexy, and it’s definitely not very “advanced.” But, it works, and that’s all I’m focused on.

I’ll show you the general structure first, and then I’ll explain it in a little more detail.

However, it’s more of a rough outline than an actual structure.

But this is the exact outline I *always* start out with before I write anything:


1) Story

2) Hook

3) CTA

4) Subject Line

5) Body


I told you, it’s not very sexy.

And it definitely won’t produce likes on Facebook.

But it works.

So here’s the gist of it:

First, I think about the story I want to tell. It can be anything from a time I ran a half-marathon without practice… or something about a book I read… or an episode of Friends… the point is, it doesn’t really matter. I’m just thinking about fun stories that happened to me, and I write a few words to help me remember what happened.

Second, I think about how I can tie that particular story into whatever I’m selling. For example, yesterday, I wrote an email about Jean-Claude Van Damme and tied that into how you don’t need to be *great* at writing highly converting emails. You do, however, need to be world-class in helping your clients’ transform their lives. Again, notice, it’s all about keeping things simple. I’m talking about JCVD and tying his accomplishments into the product I’m selling.

Third, I just write whatever CTA I’m going to focus on. For example, booking a Strategy Session, downloading something, buying your product, etc.

Fourth, I write 1-3 ideas for subject lines just to get me started (once I’m finished writing my email, I come back to the subject line and give it a final polish).

Fifth and final step: Now, I’m ready to start writing my post.

That’s it.

Not particularly sexy, that’s for sure.

But this makes it *very* simple to write something that 1) People will love to read, and 2) Without sounding spammy or salesy even if you’re selling something.

On a different note:

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