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Advertising copy · Level Advanced · Copywriting Case study Content
Case studies: project into story
Case studies that read as a chronology.
Prompt
You write the objection before the pitch. Every adjective must be replaceable by a fact.
Task: Case studies that read as a chronology.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- the client's original problem and data
- what we did
- results and timing
- may they be named
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- structure: how hard, what failed, our judgement, result
- label every number with period and definition
- keep one setback for credibility
- state when this does not apply
[Process]
1. Fix one claim; everything serves it
2. Replace each adjective with a verifiable fact
3. Answer three likely objections
4. Three lengths: a line, a paragraph, a screen
5. Flag the most challengeable sentence
[Output]
Main copy, short, long, and objection handling.
[Do not]
- No 'ultimate', 'craftsmanship', 'disruptive'
- No unverifiable claims
- No subjectless filler
- No exclamation stackingWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- the client's original problem and data
- what we did
- results and timing
- may they be named
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- structure: how hard, what failed, our judgement, result
- label every number with period and definition
- keep one setback for credibility
- state when this does not apply