November 6, 2017

Can too much structure ever be a bad thing?

So here’s a question I’ve been thinking about recently:

If you’re writing your own Facebook ads / marketing emails / blog posts etc, should writing be an ordered mechanical process from the research stage on? Or should your writing be allowed to evolve organically, learning as you go?

I used to be a staunch believer in the ordered mechanical process. When I had to write essays at university I would systematically trawl through all the relevant academic papers and books I could get my hands on. I’d get all the points I’d want to make down on paper. Then I’d order and prioritise them.

The Uncover Your Story process I work through with clients actually follows a similar pattern. The first step is to get your complete story down on paper. I then structure and organise the parts you need to tell, and in what order.

In reality this is just a starting point. The act of writing has a weird tendency to tailspin your opinions on things. If you look back through these emails, you’ll see a pretty eclectic mix of topics. Mostly this is me mixing different bits of information together, to see what works. Or trying to simplify thoughts that are complicated or intricate. This is mostly an organic process. There isn’t a magic formula.

That isn’t to say that structure doesn’t matter. The danger with the organic ‘follow your nose’ approach – especially in a business or marketing context – is that you can easily lose the plot. At some point you have to bring attention back to your core sales message.

When and how you do this is still a matter of structure.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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