How I write Emails, Landing Pages, and other Copywriting Projects
By Mihael D. Čačič
1. I get my hands on as much information as I can about the product and the market – especially if I’m working with a unfamiliar niche.
2. I study the information. And order my notes in a more useful format. Usually between 2 and 20 pages.
3. For a long-copy assignment I first create a few dozen outlines through the process of iteration and trial-and-error. I then pick the superior outline(s) for my copy.
4. I simulate the customer based on the market and assumptions made about the audience. I consider the audience’s beliefs, desires, feelings and brainstorm how I would appeal to them on an intellectual, personal and emotional level. If possible and necessary I contact a few client’s customers and conduct a quick survey for an even deeper insight.
5. I think deeply about the product Unique Selling Proposition. I balance this with the audience.
6. Once the customer is “firmly before my eyes” I think of different approaches and techniques for writing copy that would get the job done most efficiently. (I write about these in my articles.)
7. I brainstorm a dozen (if not hundrets) of headlines. And link them with different approaches.
8. If I think it would be wise to do a split-test of different approaches and headlines, I contact the client. This usually calls for extra fees (because of more copies), yet it is a more scientific and certain way of marketing. How the client decides to move forward is up to him or her.
9. Once we’re settled on an approach I write the copy. I go through 1 to 3 drafts and half a dozen edits before I show my copy to the client.
10. The client reviews the copy and writes comments directly onto the pdf or word document.
11. I revise the copy until the client is satisfied. If some change or edit concerns me, I notify the client and offer my advice based on my knowledge and experience. Yet, if the client wants to proceed his way, I happily oblige.
12. Although it is not required, I prefer the client sends me the final pdf of the promotion in layout form. This allows me to check that everything is where it should be. And that the design is as effective as it can be.
13. I give my final comments to the client. The advertisement is then mailed or employed online.
14. I appreciate it when the client notifies me about the results. In such cases I will often (specially if I’m getting a royalty) pitch A/B split testing ideas (our copy as control) to the client for free.