What's your copywriting process?

Hi Jason. Nice mp3 about list building... I enjoyed it, thanks!

What I do is...first learn/research the best info I can to tell me exactly what the prospect wants to learn about.

At this point its easy as heck to write about. Then...

I start with a few shocking statements to get their attention and hit their hot emotional buttons...

Then..explain my position as to what I mean by these statements....

Then...give them a few FREE examples of this information (VALUE)...

Then conclude with what they need to fill in the blanks = buy product x

The most important thing Ive learned to do besides simply persuade is to..

1. Educate. They need to know why they need my product before they can desire it.

2. Value. Giving a few freebies (just enough to let them know I know my stuff and am capable of giving value but making them full aware that this is just a TASTE or an EXAMPLE)..

By adding the free info in the sales copy I build a lot of trust and credibility.

Thats pretty much my process in a nutshell.

As far as the headlines...

I have a totally different thought process for writing my headlines.

Im constantly asking myself what is this person feeling and thinking RIGHT NOW. Then go from there.

What are they SICK of, what do they hate, what do they desire. What words can I use to tap into this and make them STOP and say WT_?

I envision I am the customer and I ask.. what are my fears? Dreams? Desires? Then.. I start asking myself questions.. and I randomly write headlines down as I ask.

Its actually a lot more to it but that's it in a nutshell.

Creative chaos; I immerse myself in the info, and take some time to inhabit the prospects mind. Then I just start throwing text up, stream of consciousness. After I've squeezed that tomato and look at the glorious mess I've created, I start to move text around, in outline form. Next thing you know, I've create something of worth out of a pile text. Then I ruthlessly cut away anything that is detracting from my goal as a copywriter. Then it's just a matter of spellcheck and grammer filter :-)

As a copywriter myself, I think that it all depends on the niche on which you are writing.

First of all, if you like the niche, the process is much more easy! This is because you write from your own knowledge. This is usually the case for people who write for they own websites.

If you are an outsource, then the process is much more complicated. You first need to do some research on the costumer´s keywords. After the research, start selecting some ideas to use in your article. Combine you writing skills with those ideas and at the end do a quick spellcheck session.

This is the ideal situation where a deadline isn't critical. Interview the client. Examine the target market (looking for what they love, hate and fear). Look at the competition. Make notes. Intuition tells me when I've done enough. Meditate on the desired outcome. Then let it go.

Within a couple of days I'll just know the approach. Write a massive amount until I don't have any more (no editing during this time). Once I have the primary stuff all down, edit. Ideally, leave it alone for three, four days. Final edit. Publish.

Not very scientific but works very well for me.

My process is similar to Charles above.

Whether I'm working with a new client, a returning client or writing for myself, I gather all the information I need... then allow it to marinate (so to speak.)

When I work with clients...

It's not just about listening to them and understanding their perspective of who they want to benefit...

...I want to FEEL their energy, listen to the way they talk, push their buttons, reveal their fears, grasp their relationship with money (and way more...)

For me...

It's not just about understanding the target market, what their competition is doing to successfully generate conversions or get into the heads of their prospects.

No...

I want to understand WHY they have passion for developing their product or service, HOW they want to impact people's lives and WHAT kind of reality they want to create by launching (or relaunching) their online presence.

All of this plays such a deep role in the way I write the copy.

But my process is...

Once I've done the interviewing, looking at the most successful players in the niche, intimately understanding why my client was inspired to create the product or service, the impact they want to create (in other people's lives) and the emotions/circumstances we're appealing to...

...I walk away.

Sure, I might take down some notes.

But until I've received inspired thought, virtually written the copy in my mind and visualized a very specific response in the intended readers...

...I spend my time enjoying life.

Because it's only when I feel good that the most harmonious brand positioning reveals itself for me to articulate.

Once inspiration hits me over the head like a knockout punch from Mike Tyson, the copy POURS out of me like a fine vintage wine from the turn of the 20th Century.

Now I realize the word "inspiration" is looked down upon by some of the gurus.

That's fine.

I couldn't care less.

In fact...

I could get WAY more esoteric about WHERE the copy comes from.

But I'll stop here...

Mark Pescetti

awesome pointers!
to add-up some ideas is by searching some surveys related to the topic. from their you can navigate what is the current buzz

For the more profitable ones...

1) Research, shadow people, interviews, surveys, calls,
statistical analysis and probability, neuroscientific mapping,
idea hierarchies, emotion research, field research, etc...

2) Gather notes from step 1 into a rough draft, cluster ideas
and points into messages.

3) Re-order the messages for "reframing".

4) Dimensionalization, "hook", swipe inspiration...

5) Patterning into strategies, then into a structured theme...

6) Replacements, structural editing. Followed by mini-test.
(looped until it's completed)

7) If it doesn't work out, I burn the copy, and restart from
#1.

It's a huge time-sucker especially for #1, 3, 4 and 6 though.

Winston Tian

1. Research
2. Research
3. Research
4. Research
5. Research
6. Write
7. Edit
8. Edit
9. Edit
10. Shout, "Whoopee!"
11. Edit some more