How & Why I Write

Copywriting was the secret that completely changed my attitude toward marketing. Understanding what it was, how to do it, and how powerful it can be when used rightly and well, made me want to share this secret with others. Here’s why and how I write copy.

“Everything good that ever happens in biz...... flows from what the copywriter creates. All the ads... the videos... the email... the blog posts... the PPC ads... everything. Copy is king.” – John Carlton

“My advice to business owners is to recognize that your sales copy is by far the most important component of success. By a long shot. A better mousetrap will not cause the world to come to your door. Great sales copy will.” – Clayton Makepeace

Why I Write Copy

•• Because I get to help both my clients and their customers get what they really want – there’s a special pleasure in seeing people happy to have some want or need of theirs well satisfied.

•• Because words are powerful and can accomplish great things if used wisely and well. I know only too well from experience how frustrating it can be to not know how to market a great product or service that you know will help and benefit others. Copywriting done right can certainly do that.

•• Because I love to learn. Each new project gives me a chance to dig in and learn something new – and then use that to benefit my clients.

•• Because it’s creative and anyone who knows me knows that’s a major part of who I am. I love coming up with ideas, seeing things in new ways, finding solutions, etc.

•• Because I’m passionate about writing. Copywriting gives me a way of using my interests, abilities, knowledge and experience to help others. I like that.

How I Write

Purpose •• It begins with the client – getting clear about what they are hoping to accomplish and what this particular project is being used for.

Research •• Once the project is agreed to, I do major research to learn all I can about the product or service. This involves getting lots of information from the client – I have a checklist of things I ask for.

It means getting to know the product or service inside out – sometimes almost better than the client does.

Getting Creative •• Once I’ve gone through all the data and information I’ve been given, I begin to mull over ideas and start making notes.

I create a picture in my mind of who the target market is. Who are you actually trying to sell this to?

I think about headlines and how to capture the reader’s attention.

I think about the promises that can be made and which ones will most resonate with the potential customer.

I look for all the benefits and how to tie those to the driving emotions that will motivate the prospect to buy this product.

I think about the features and details that will help the client convince themselves that this is just the right solution for their want or need.

I work on creating an offer that will make them realize they are getting a terrific deal that they would foolish to pass by.

Planning •• Once I have a good set of ideas and notes to work with, then I create a plan or outline for how best to create a strong and effective piece. Here too I have a structure I work with to make sure I include all the necessary components.

Writing •• Then I do the writing that puts this all together in a way that draws the reader in and helps them make that all-important decision to buy your product or service.

Checking, Editing •• Once the first draft is created, then comes the editing and checking to make sure it reads well, that it is persuasive, that it answers the objections the reader might have, that it gives them all the information they need to make the decision. I work through a whole checklist I’ve created to make sure I don’t miss anything important.

Client Check •• Once I’m satisfied with what I’ve written, then it is sent to the client for their approval. No matter how much I think I’ve learned about the product or service, I still think the client is the ultimate authority. I’ll explain what I’ve done and why, if they want, but I definitely want their input and feedback to make sure we have something that will do the best job possible.

Revisions •• If there are changes the client wants made, those are done here. (Two revisions are included in the package.)

Project Completed •• The client uses the finished project in their marketing.

Follow-up •• I like to check with the client after the marketing to see what results were obtained. After all, that is the purpose of copywriting – to get results. But not just any results – great results. While I can’t guarantee specific results, I do want to make sure that the results have benefited my client.