Sometimes I am asked about my process for copywriting. This is it.
1. I’ll send you a client questionnaire that you can either fill out and email back to me or discuss with me by phone.
2. I’ll gather all the information available on the product/service that’s being offered—sales brochures, prior promotions, articles, white papers, blog posts, anything that’s available. I want to see it, feel it, hear it, play with it and smell it (unless it smells bad!) I take notes, prepare questions and anything else needed to write the project. I will also request names and numbers/email addresses of people I will need to contact for more information on the product/service. I may need to talk to the people who created the product/service.
NOTE: If your product/service is brand new, and this is the inaugural promotion, there is still information to be had—product reports, meeting notes, technical specifications. Anything relevant to the product/service can, and probably should, be used in marketing promotions.
3. I research similar products/services by other companies as well, including competitor marketing. I review features and benefits—what’s the big idea for this? What does it do? Why is it better? If it’s the same, what makes it better than the competition? Who is the audience? What’s the objective of the copy?
4. I interview people as needed, and ask the above questions as well as any I have from reviewing the product/service info.
5. Then I start writing. I draft headlines and leads and refine them, then send these to the client for initial review. Once approved, I begin writing, and when ready, I send an initial draft to the client. I start refining it until it’s just the way the client likes it.
For particularly technical or complicated projects, I may also construct a “sentence library” for the client’s review before the first draft so that we are working on the same page
6. I continue to refine the piece(s) until we have exactly what the client wants. While I will review and proofread, the client is responsible for the final proofreading and checking of copy, layout, design and other essential elements.
Please note that I am not an attorney, and cannot provide legal advice. It is up to the client to review any and all communications with legal counsel.
7. I also ask for a final so that I can see how the copy is laid out and what it looks like. I also ask for feedback, permission to use the final as a sample, and possibly a recommendation.
If you have any questions–please ask!