Unstructured
If your customer can't follow your copy, they can't follow through with a conversion. Follow a framework so your customer can follow your copy.
Good for
Improving copy that feels messy, jumpy, or hard to follow.
What it means
If your copy bounces around with no clear flow, your reader gets lost - and lost readers don’t convert.
Unstructured copy suffers from:
No Sequence - Ideas show up out of order.
No Flow - Benefits, features, and CTAs are scattered.
No Framework - Missing structure to guide the reader from start to finish.
Frameworks aren’t rules - they’re maps. Use one to lead your reader from hook to action.
Example Use Case
Sales page for an online course
Example Implementation
Unstructured version:“This course helps. You’ll love it. Enroll now. Here’s a testimonial. Also, here’s the refund policy.”Structured version:“Struggling to grow your business? This 6-week course walks you step-by-step through a proven growth system. Join 1,500+ students and start your transformation today.”