Ahhhhh . . . we finally get to my favorite part, copywriting.
(Well, it's one of my favorite parts. OK, they're all my favorite part, in different ways . . . you know, like parents with their kids. Allegedly.)
Anyway, my background is in teaching writing, so this phase is naturally enjoyable for me. The hardest part is just getting some words on the page, because what I really love to do is edit and proofread, but I've gotta have some material first before I can jump to that part!
TYPICAL TIMELINE: 1-2 WEEKS
(depends on how much I need to write)
THE COPYWRITING PROCESS
The first thing I do when I begin copywriting is study your responses from the copywriting questionnaire you completed before we officially start your project.
(Friend, you know I love my gifs.)
I'll also ask you for a few written samples, like an "About Me" section and some blurbs about your services. I do this for a few reasons:
to learn more about you and your biz
to get to know your unique voice
to have some material to use that I can edit/proofread and then supplement with my own writing.
If I still don't feel like I have enough material to begin writing, I'll ask you to schedule a call with me so we can talk about it. Often the best material comes straight out my client's mouth as we dig into what you do and how you do it. :-)
After all of this prep work, I'll start drafting the copy.
Creating an outline of the most important parts helps a lot. I'll come up with a general overview of the points I want to make in the order I want to make them, and then go back later and flesh them out.
This is where my process gets a little more nebulous – my writing process is usually somewhat haphazard. I may start filling out your "About Me" section, move to your site intro paragraph for a little bit, go on to the "Contact Me" section, go back to "About Me" and write a little more, move on to your "Services" page . . . you get the idea.
I know the "ideal" method is more, well, methodical than this, but after years and years of writing, I've found that this is what works best for me. In the end, it works out well because the sections end up being really cohesive and consistent since I wrote all of them concurrently.
Throughout my writing process, I'm keeping your audience at the forefront of my mind.
How would they describe their problem that you can solve?
What do they want to hear from YOU?
How do they want to hear it?
These questions determine how I craft the copy.