Evidence-to-Copy-Line Map

Use this map when you have a customer observation but do not yet know what the copy should say. Follow the six branches in order. Keep the source note beside the draft so each new phrase can be checked against it.

Try it on one research note

Practice with this hypothetical note: a customer plans meals, but a late shift disrupts the plan. Write one problem line and one curiosity line. Underline every word that introduces a cause, emotion or outcome not present in the note. Either remove that addition or label it as an inference to investigate. The exercise creates hypotheses, not evidence of conversion performance.

Go deeper

Read the full method, examples and evidence boundaries.

Researching VSLs and ad creatives? Explore Daily Intel Service to compare hooks, offers and message structures. An observed creative pattern is not a guarantee of campaign results.