How I Work
Depending on the project, I use different processes to write successful copy.
Direct Response Copy Writing Process
People buy on emotion and justify with logic. So direct response copy is all about connecting your product to your customers’ emotions.
To do that, I always start with the demographics and customer persona. I use that info to flesh out the prospects’ specific emotions that I’ll target in the copy.
Your product has features and benefits that meet your customers’ needs. I drill down those features and benefits to find out how they impact your customers on an emotional level.
From there, I often work with my clients to build a story arc or some kind of hook that draws in the prospect.
Web Content Copy Writing Process
For web content, my first goal is to capture your voice. To do that I often interview clients and spend time reading anything that you may have written.
The next step is subject matter research. This is one of my favorite parts of copywriting! I’m always learning about new stuff. If I’m not familiar with the subject, I’ll develop a level of mastery that allows me to create authentic copy.
Sales Funnel Writing Process
For sales funnels, two of the most important factors I consider are warm versus cold leads and customer demographics. With cold leads, there’s a lot more heavy lifting to do with the copy so having any information on who is reading my copy is critical. For warm leads, getting the client’s voice right is slightly more important since they have the benefit of a previous relationship.
Sales funnel copy is a lot like direct response since the end goal of both is for the customer to respond to some kind of call to action. It’s all about creating an emotional connection with your readers, drawing them in, and earning their attention.