5 Secrets to a Smooth Copywriting Process
Getting started in copywriting is easier than it seems.
Like everything, it’s a process.
Luckily, it doesn’t require complex functions and formulas, but the process can’t start until you make a conscious effort to actually begin.
It may seem daunting and overwhelming at first, but it’s really not.
Especially, if you follow these 5 secrets to a smooth copywriting process that will work every time.
Copywriting Process Tip #1: Be Prepared
All this means is that you need to do your research. Learn everything you can about the company, industry or product you are writing about. It doesn’t have to be hours and hours of serious notetaking, but you should know enough to be convincing and sound like an expert.
Then, keep up that research to stay in the know. For example, if you have clients in the healthcare industry, make sure you read up on the latest trends and keep the knowledge flowing. You want your copywriter brain filled with information that keeps the process going.
It’s also important to do research on the competition. What is the competition saying and how can you make your copywriting stand out? The goal is to make it sound even better.
Continual learning is key here. Not only should you be researching and learning about the industries you are copywriting for, but you should always stay up to date with copywriting lessons and trends. Copywriting is everywhere so always keep your eyes open for samples that will inspire you later and help you to be prepared for anything.
Copywriting Process #2: Know Your Audience and Know Your Client
Part of being prepared is also knowing your audience and the benefits they are seeking. What problem are they hoping to solve? Why do they want or need the product or service? Understanding the audience will help you attract customers which is the ultimate goal of a copywriter.
At the same time, you need to understand the client’s needs and what they are hoping to achieve. What is the tone that they want you to use in your copywriting? For example, if you’re copywriting for a medical device that saves lives, then your tone is probably going to be more serious. If you’re copywriting for a children’s book series, the tone is going to be more playful.
It’s important that audience needs, and client needs mesh so that your copywriting is successful. The copywriting process is a partnership all the way around and your job is to connect the dots through your words and make it all work.
Copywriting Process #3: Communication is Key
Because your job as a copywriter is to connect all the dots, communication truly is key. Ask questions when necessary and don’t just assume. Sometimes clients don’t know exactly what they want, but then they see the first draft and magically decide what they don’t.
Just be patient to help keep the copywriting process running as smoothly as possible. Be clear on expectations, deliverables, due dates and keep clients abreast of any potential changes. Keep the lines of communication open and always manage expectations. You’re a copywriter so be sure to put things in writing when it comes to scope of work, timelines and pricing so there are no questions and nothing that can interfere with the copywriting process.
Communicating with potential customers and users of the product or service is also just as important. Copywriting is part psychology. Understanding why someone uses or needs the product or service you’re writing about will help the process. And, it will make you a better copywriter.
Copywriting Process #4: Be Persuasive and Get Results
The primary job of a copywriter is to use words to sell stuff. Therefore, it’s imperative to the copywriting process that your words are persuasive, attention grabbing and ultimately get the sale. Learning to be persuasive through your words takes practice.
Part of the copywriting process should involve some form of practice every day. Whether it’s writing three catchy headlines each day or re-writing pieces from your favorite company, practice really does make perfect.
You also want to save proof that your copywriting gets results. Track sales, get testimonials and create a portfolio of samples to prove to potential clients that you have the chops, and your words can work for them. Each piece of successful copywriting becomes a building block and will help grow your business and make the copywriting process become seamless.
Copywriting Process #5: Proofread, Edit and Review
After spending hours organizing your thoughts and constructing the perfectly copywritten piece, don’t just hit send. Always, always, always proofread and edit your work. Our eyes get tired and can play tricks on us so get a second pair of eyes to review your work.
If it’s late at night and no one is around, get your friend Mr. Read Aloud in Word to read your work back to you. When you actually hear your copywriting work, it’s surprising to hear the words you missed or the sentences that make entirely no sense at all.
Submitting silly mistakes could be disastrous to a client relationship so before sending make sure copywriting work is as perfect as possible. Avoiding errors also makes the copywriting process so much smoother because it avoids unnecessary back and forth between you and the client.
Copywriting Process Bonus Tip: Create a Network to Keep the Process Flowing
There needs to be a constant flow of information, knowledge and learning to keep the process running smoothly. The best way to do this is to find other copywriters to learn from and grow with.
Here’s a little quote of inspiration I’d like to leave you with before I sign off:
“There are 7 days in a week and SOMEDAY is not one of them.”
Sometimes, we all just need a gentle nudge to get started. So, here’s a nudge and a gentle reminder to let today be YOUR someday.
I’d love to invite you to our Copywriter Brain community to continue to inspire you and connect you to other copywriters. I truly believe that learning from each other will keep the copywriting process going.
You can also check out this other article on the copywriting process.