Part 1: Your Goals as a copywriter

When writing with your Business hat onyou're writing copy… copy designed to compel people into taking action. Here is what you should be concentrating on:

• Grab Attention
  • Write headlines that make people curious
  • Use language that stands out
  • Think about what would make you stop and read
• Generate Interest
  • Highlight what makes the product or service unique
  • Show how it addresses people's needs or problems
  • Create a narrative that keeps readers engaged
• Build Desire
  • Describe how the product or service improves life
  • Use persuasive language that resonates with emotions
  • Address potential concerns or objections
• Prompt Action
  • Include clear calls-to-action
  • Create a sense of urgency when appropriate
  • Make the next steps obvious and easy
• Reinforce Brand Identity
  • Maintain consistency with the company's voice
  • Emphasize key brand messages
  • Develop memorable phrases or taglines

Part 2: Understanding Client Needs

To write effective copy, you need to properly understand what the business is looking for - think of business goals.

• Understand the Assignment
  • Read the brief thoroughly
  • Ask for clarification on anything unclear
  • Identify the specific goals of the project
• Know the Target Audience
  • Research the demographics and psychographics of the intended readers
  • Understand their pain points and motivations
  • Tailor your language to resonate with this group
• Master the Product or Service
  • Learn everything you can about what you're promoting
  • Understand its features and benefits
  • Identify how it solves problems for the target audience
• Align with Marketing Strategy
  • Ensure your copy fits into the broader campaign
  • Understand how your piece works with other marketing materials
  • Maintain consistent messaging across channels
• Adhere to Brand Guidelines
  • Familiarize yourself with the company's tone and voice
  • Use approved terminology
  • Reflect the brand's values in your writing
• Optimize for the Medium
  • Adapt your style for different platforms (web, print, social)
  • Consider format restrictions and best practices
  • Make digital content easily scannable
• Incorporate SEO (for digital copy)
  • Use relevant keywords naturally
  • Create effective meta descriptions and title tags
  • Structure content with appropriate headings
• Provide Measurable Outcomes
  • Include trackable elements (promo codes, custom URLs)
  • Set clear objectives for the copy
  • Be prepared to revise based on performance data

Part 3: The Copywriting Process

Here's a step-by-step approach to tackle your copywriting projects:

1. Initial Client Meeting
   • Have a thorough discussion about the project
   • Ask questions to uncover all requirements
   • Establish clear deliverables, timelines, and communication methods
2. Research and Preparation
   • Study the client's industry and competitors
   • Analyze successful copy in similar campaigns
   • Gather all necessary information about the product or service
3. Concept Development
   • Brainstorm creative approaches
   • Develop multiple concepts that align with the brief
   • Select the strongest ideas to present
4. Writing and Revision
   • Draft your copy, focusing on strong openings and closings
   • Review and edit for clarity and persuasiveness
   • Refine your copy, paying attention to flow and impact
5. Client Presentation and Feedback
   • Present your copy with a rationale for your choices
   • Be open to feedback
   • Take notes on requested changes
6. Refinement and Approval
   • Revise based on client feedback
   • Ensure changes align with original goals
   • Seek final approval (be ready for multiple rounds if needed)
7. Final Delivery and Follow-up
   • Provide the approved copy in the requested format
   • Offer assistance with implementation if needed
   • Request performance data to inform future projects