How I Write and Deliver Long-form Copywriting Projects:
Landing Pages, White Papers, Case Studies, Direct-Mail Packages and Other Copywriting Projects
Below, find a general description of how I proceed and communicate with you during most long-form copy projects. Some of this philosophy carries over to shorter copy projects as well.
For a detailed description of my marketing philosophy and writing style, please read the article Relevant Content Marketing.
1. I gather as much information as I can about the product and the market. Read more information on my steps for success and how I build the writing project in the How I Write page.
2. I spend a lot of time studying the information. I key it all in to a new workspace, which often times becomes the workspace of the final product. This often gives me 20-40 pages of information from which to craft the initial draft.
3. At the top of the workspace, I'll use a placeholder headline and lead. Then I'll add sub-headlines at appropriate spots with short paragraphs outlining what I want to write, indicating the general flow of information.
4. When I'm satisfied with the direction of the copy, I'll write a separate copy platform describing the promotion I intend to write, including assumptions about the target audience. I'll indicate the theme of the package. Sometimes this platform is a brief, informal memo. But when I feel the client and I would benefit from greater detail, I do a more formal copy platform.
5. Sometimes, a project could have several different approaches and headlines. If necessary, I'll recommend split-testing of the best two or three. That offer is made, but whether to do that is completely up to the client.
6. Once the platform is approved, I write the copy. I go through many drafts before showing it to the client (see How I Write). Before the copy is e-mailed to the client, it's read by a professional proofreader.
7. When I show it to the client, I ask them to provide comments for the draft. I recommend using Microsoft Word's "Track Changes" feature. This makes commenting at length an easy task.
8. I'll then revise the copy until the client is satisfied and accepts it. I'll express my viewpoints and opinions clearly about any changes, but the client is the boss. If the client insists on a certain edit, even though I might object, that edit will be made.
9. I'll request that client email me a pdf or let me see the layout before it's published. Maybe it's a web page and has a developer url I can go to and see the page. This lets me to check that all components are in the right place, and that the design is as effective as it can be.
I also give the layout to my proofreader for a final proofing on our end. However, the client is responsible for final checking of all copy, design and production elements.
10. I'll give my comments and suggestions before the product is released.
11. If I'm getting a royalty on the release, I'll often suggest test ideas or improvements to the client at no cost, so as to maximize response (and of course maintain our copy as the control).
Thanks for reading! If you'd like more information about me, please visit the About page and Services and Fees page. The FAQ page is there to answer any questions that aren't covered. Contact me if you'd like to hire me.
