Process

Skip the guesswork. Get the results.

That is my motto.

There are two approaches to copywriting: 

1. throwing a bunch of words on a page and praying it works

2. doing the groundwork and research to ensure that the copy resonates with your ideal customers

The latter is my personal approach and it produces the best, highest-converting copy. The former approach, on the other hand, is a one-way ticket to what I like to call "orphaned copy" – generic copy that could be used by any brand and for any purpose.

Orphaned copy dilutes your brand’s influence, generates fewer sales, and has a net negative effect on your marketing campaign.

Here is the process I use to create high-converting marketing copy for my clients:

Phase 1: Discovery and Consultation

1. First, we hop on a 30-minute discovery call to clarify expectations and define the project goals

2. If we like each other, I send over a work proposal for your review

3. If approved, I'll send across a statement of work along with an invoice, and we can proceed to the next phase

Phase 2: Research and Strategy

Proper diagnosis precedes prescription. Once we have decided that we go together well like peanut butter and jelly,  I proceed to conduct an in-depth dive in your brand, messaging, and ideal customer profile. Using the SWOT framework, I research your competitors, interview your team, and survey your customers. 

1. Customer Research: Your customers' opinion of your brand is often the most realistic, so I start with surveys, social listening, and channel analysis to gauge sentiments, engagement levels, pain points as well as to collect reviews and testimonials. This step is key for identifying marketing opportunities. 

2. Team Interviews:  Next, I talk to key members from your team to learn more about your brand, straight from your source.  Here, I'm trying to pick up the vibe, jive, and groove (or in corporate terms: your brand messaging, brand tone, and  core strengths)

3. Competitor Analysis: Then, I talk a look at your competitors (about three) and see what they are doing better and worse. This will help to highlight any weaknesses and threats.

Phase 3: Copywriting and Layout Design

With the needed information in hand, I can craft a strategy to inform the next step: writing copy. I will send the strategy document over you for your input and agreement. This ensures that expectations are aligned and the outcome is satisfactory.

Once the strategy is approved, I proceed to create the copy, design a low-fidelity layout (if needed), and send it over for final approval and implementation.    

Phase 4: Split Testing and Experimentation (Optional)

I work with your team to create variations of the product for split testing. By tracking key performance metrics, I will be able to determine what needs changing and create an updated version that is likely to perform better.