7 Steps to Great Copywriting
Whether you’re writing copy for a sales page, email, or brochure, there are certain questions you want to start with before you do the actual writing. This post will go through the questions I ask myself before writing a piece of copy.
I developed this framework and have been using it over the last 20 years in my corporate marketing and consulting career. And I believe they can help guide you on your copywriting journey as well. I’ve also put this formula into a download for you so you can have it available easily. You can grab that at the bottom of this post!
Let’s get to the framework that will help you develop great copy for any marketing piece.
1. What is the objective of this piece of copy?
Is it to make your audience aware of a special offer, are you looking to increase email subscribers, are you looking for sales, etc. Don’t move on to the next step until you are clear on the objective of this piece of copy.
2. Who is your audience?
Who you are writing to will make a huge difference in what you write. Is this a current or existing customer, or someone that has never heard of your business? Is your audience primarily women that are 45-60 years old, or perhaps your audience is new dads. Again…. make sure you answer this question before you move on to #3.
3. What is your Strategy?
Will you be offering a trial period of one of your subscription services? Maybe you’re looking to get your audience heavily engaged before the launch of your new course? You need to know this answer.
4. What is the Timing?
This one is pretty straight forward, when is your piece launching. If you have a promotional period include this here as well.
5. What channel will you use this piece of copy for?
Are you writing a sales email, a direct mail letter, a landing page, social copy, etc. I am a huge proponent of repurposing your copy across multiple channels, so you could be listing out multiple channels here. Either way be clear on what channel or channels you’re writing for as it will make a difference when you start to write.
6. What is your key messaging?
This is where you can start to get a little creative! What will your hook be? You can work on headlines and main points and include them here.
7. What’s your budget?
If you will be paying to send out a direct mail piece, to run a Facebook ad, or print handouts, etc. include the cost here.
Once you’ve worked through this creative brief for your copywriting piece, you’ll be ready to write!
And, when you work through this framework BEFORE you get to the actual writing, you’ll be set up for success.
Want a download of these 7 steps you can keep it handy? Grab it here.
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