A discussion the other day with a fellow copywriter got me thinking. We were talking about how we write copy and I realized we both had extremely different ways of putting the copy together.
Naturally, I think my way is best because at the end of the process, the copy flows incredibly easily and makes the process simple
So here's my question to you guys - how do you write your copy?
Do you follow a formula, a template and fill in the blanks? How do you weave the emotions and stories in your copy? What techniques do you employ?
I'll get the ball rolling...
I put together a very detailed prep file. It usually takes me a week to comb through a product and put the prep files together, sometimes less, sometimes more.
Prep file itself - covers the emotions, fears, frustrations, hopes, aspirations, benefits, desires, indentity, proof and war stories I use in my copy.
I also create an avatar - a fictional 'ideal prospect' and use this as a focus for my copy - writing to the avatar only.
Pre-product map - this is where I briefly plot the copy in sequential order before introducing the product and includes problem setting, stories, emotions, and build up towards the solution...
Post-product map - this is the benefits, the offer, guarantee, testimonials and the fork in the road (what happens if you don't take action, what happens when you do)
I usually chop and change things around depending on the copy - there is no definite order in how things are done, since each copy has its own challenge...
And once this is done, I start writing my copy. I find this an invaluable exercise, especially for expensive products, since the copy virtually writes itself.
Now over to you guys!