Not every writer follows the same process or routine. Some treat you like a Fiverr gig, after the initial brief never speak to you. They use their gut instinct and sometimes even deliver something valuable.
But that’s not how I do things.
My data-driven process make sure that I deliver value to every client.
My approach also means I won’t take on just anyone as a good working relationship — one where we can communicate and get the job done — is key in every job I take.
To give you a picture of what it looks like to work together, here is snapshot of the process I go through with every client.
Part 1: The questionnaire
Before we start any discussions, I require every possible client to fill in a simple questionnaire. This doesn’t take a very long time but saves a lot of time in the future for both of us.
Some of it is basic contact information and project details like your name, company and contact details. There are, however, some questions which ask a bit more about your company and help me work out your goals and the type of copy that will work for you.
These questions speed up our discussions and let me do some research before we chat.
Which brings us to the next step.
Part 2: Consultation
This is a live chat where we’ll go into more depth than the questionnaire and make sure that we are a suitable match. During our discussion I want to find out what your really need and what value I can offer you.
In some cases, I may not be able to offer what you want or our personalities and goals may not match up. If that’s the case, I will recommend an alternative who would be a better fit if I know one.
But, If we agree on a project that I am able deliver to you on a set deadline with an agreed upon budget, then it’s time to dot those i’s.
Part 2b: Agreeing on the project
This stage really starts during the consultation but extends after as well. When we have verbally agreed on the project scope and conditions during the consultation, then we still have to agree in writing.
That means a formal contract and an upfront payment covering a percentage of the total budget, typically 50%.
Once the contracts are signed and the payment received, it’s time to move on to the key part, research.
Part 3: Research
I don’t write copy based on my gut instinct or creative ideas but instead rely on data to make informed decisions and writing that is guaranteed to work.
This means that I need to spend time getting data and evaluate it before it can be used.
This data is really key from changing good copy to great copy and helps your brand stick out. Really, it’s a way to cheat as data driven copy turns out better than dumb guessing.
To get this data I may request some insights and insights from your current copy or website. This could include Google Analytics, hotjar, social media stats but also information from sales or support.
Once I have assembled all the data I need, I can finally start writing.
Part 4: Writing
I don’t start writing till I have my data and research complete. This helps prevent coming across a slogan, phrase or idea that “sounds” good to an outsider but prospective customers roll their eyes when they hear it.
The writing stage always involves at least a second draft, sometimes from scratch. I do not rush the writing process and focus first on getting the right general structure and data before moving onto refining every sentence so they have the maximum impact.
The amount of time required can vary here but I don’t take on multiple projects at the same time to make sure that I can devote enough time and hit deadlines.
Part 4b: Refining
When the writing is finished, I reveal the finished draft of the copy. I don’t present examples of the copy until there is a complete draft because the copy can change dramatically during the writing process (parts removed, places in a different order and so on).
The refining stage is your chance to highlight any concerns or issues that you can see in the copy. Generally, this shouldn’t be an issue as this copy is based on hard data and my expertise as well as the detailed discussions prior to writing.
Part 5: The Final Presentation
Part 5: The Final Presentation
Now the writing and editing is finished and it’s time to open your present. I present the final content in a formal presentation detailing the data discovered and the decisions made in light of the data.
At this point, everything is ready to go and I delivered the final assets and copy as soon as you pay the remaining fee.
Now, the project is finished and ready to be implemented. There shouldn’t be any corrections or changes unless there was some information that wasn’t disclosed during the creation of the content.
Enjoy the results
As you can see you won’t have to worry about a thing during the creation process. You will have to answer some questions and provide some data but I’ll let you know exactly what I need.
This means you can focus on other activities that help your business make money while I apply my skills to our agreed upon project.
You’ll get persuasive copy informed by hard data and 5 years of experience that you can immediately apply and see the results.
To start the ball rolling. Fill in my questionnaire and let’s see if we’re a good fit. If not, no problem.