If you have ever been perusing a website, had your attention grabbed in the middle of a scroll by a clever social media campaign, or have read a newsletter that validated your loyalty to a particular brand…

you have been persuaded by copy. 

In its simplest form, copywriting is meant to persuade people to do things.

Typically, the verbiage isn’t challenging…it doesn’t seem like something that would require concerted knowledge in a particular field to accomplish. This was my take on copywriting before I knew anything about it, too. 

But the more I examined the nuts and bolts of persuasive writing, the more I understood that it was a veritable mix of methodical process and creative prose. 

As simple as it may appear, there is actual technique, which - like any skill - improves through practice. Well-practiced copywriters have established a method of approach to their projects. Some may differ slightly, but the general framework should be fairly uniformed. 

In this article, I’m going to divulge my approach. 

Why? First of all, this is information that I talk through with every single client with whom I am working. Step-by-step, I want clients to understand my process and the role we need them to play in order to render a successful product. 

So, by sharing this with you, I don’t feeling like I’m really *giving anything away*. 

And second, even if you don’t use my copywriting services, I think it is important information for you to know. 

Look, not every copywriter matches with every client…just like you don’t vibe with every person you meet. There are a lot of copywriters out there and, frankly, there’s a HUGE market need for copywriting services. 

But, with respect to the dedication you have for your business, make sure you entrust your copywriting needs to someone who has a defined approach to their projects. Consider it the first step in the validity of their professionalism. 

Now, let’s get down to my approach. 

By the time we have our first meeting, you should know that I have already done some fairly exhaustive research on your business. Even if the project isn’t website-related, for example, I always visit the website and evaluate every page. 

I want to see what you’re selling; what’s your vibe; what’s your mission, your color template, your social media activity. This helps me feel like I’m on the same page with my client, heading into a meeting. 

When we do meet, I already have a list of talking points. I’ve seen your stuff, now I want to hear a rendition of your business’ core principles and objectives. 

It is also when we hash out copywriting framework items and initiate the ever-important dialogue that helps us reach your business goals together. 

So, what kind of things do I want to know? 

Especially if your project request involves any kind of digital media, I need to understand who YOU think your Searchers are and the Search Engine they use to find you. Through research, I will explore these questions on my own. Be warned, there may be a difference between your vision and how things are actually functioning in the interwebs. 

But don’t worry. That just gives us space to bring your vision into reality. 

Your Searchers become the second-person subject of our entire project. Meaning? The demographics and interests of your Searchers dictate your content; THEY are the ones you’ll be talking to. 

Next, I want to discuss your business’ *unique factor.*

This is one of my favorite things about copywriting because it is SO powerful, and easily overlooked. 

Chances are, the demographics of your Searchers are still pretty broad. If you’re targeting liberal millennials who are environmentally conscious…that describes a large group of people. Meaning, all of those people are looking for businesses that align with their values, of which there are likely a LOT. 

So, we need to figure out what makes you stand out. This may be really obvious, subtle, or you may even realize that there isn’t something that differentiates your business from comparable ones…which is something we would need to fix. 

Every business needs to have something they offer…a product or service…that is unique from their competition. And when we have that, we make it SHINE. 

No, I mean like REALLY lean on it. Because? This is the thing that’s going to get your Searchers to find and use your business over others. They may even pay more for it…

Up to this point in our collaboration, I still haven’t written a single word of copy. 

Once all of the basics are covered, this is when we get to dive into the specifics of your project. I want to make sure that what we are coming up with feels authentic to your branding, the messaging is correct, and that we have a plan for getting your Searchers to find you. 

I work to fill research gaps and immerse myself into the market and mission of your business. This helps me feel connected and invested in the project. 

Then, and only then, do I start writing. 

It’s important to me that my process is collaborative. Questions will come up; I’ll need clarity on certain things…

And to ensure you receive copy edits that convert Searchers into customers, I’ll need an open line of communication with you. 

Lastly, in order to generate compelling copy, I rely heavily on emotion. 

By this, I mean that your Searchers have a problem that you can solve for them. The CORE of that problem is driven by an emotion. It could be fear, love, hope, etc. But, this feeling is the key to capturing the attention of your audience and funneling them to take action by buying what you are selling. 

Driving home that thought: This problem is making me feel X, but thankfully I found this business that can help me! 

Now, you can imagine there are a lot of nuances to the process of generating highly specialized, professional copy. Indeed, every project is different (which to me, is exciting!). 

But, 9.5/10 times, these are the steps that I follow. And they work. 

You may have noticed that there is a great deal of time-consuming research that occurs ahead of a copywriting project. In order to produce successful copy, copywriters can’t cut corners. 

So, if you’re an owner or manager who has been writing the copy for their business, but feeling like it’s been falling short of your goals? It may be time to hire a copywriter with an established and proven method specific to their industry. 

Fill out the contact form on my website to line up a call, hash out your copywriting needs…

And who knows? Maybe we’re a marketing match!