Copywriting

How I Write Direct Mail, Landing Pages, and Other Copywriting Projects

A number of my clients, prospects, and seminar attendees have asked
about my own methodologyfor writing copy. At the risk of
oversimplification, the steps are as follows:

• I gather as muchinformation as I can about the product and the market. This process is outlined in my article How to Prepare for a Copywriting Assignment
• I spend a lot oftime studying the information. I key my notes into
  my PC. This reduces the mountain of sourcematerial into a more
  manageable print-out of between 2 and 20 or so single-spaced typed
  pages.
• For long-copyassignments, I cut up the typed notes and paste each
  bit of information on an index card. Iwrite a descriptive topic title at
  the top of the card. I then arrange the cards so theinformation is
  roughly in the order in which it will appear in the copy. This order
  usually comes to me as I study the material.
• I write a copyplatform describing the promotion I intend to write,
  including the assumptions made about theaudience and the theme or slant
  of the package. Sometimes this platform is a brief, informalmemo. But
  when I feel the client and I would benefit from greater detail, I do a
  more formal copy platform
• Often a platformwill contain several different copy approaches and
  headlines. I recommend wherever possiblesplit-testing of the best two or
  three, rather than betting the entire promotion on a single approach.
  But whether to do so is completely up to the client.
• Once theplatform is approved, I write the copy. I go through many
  drafts before showing it to theclient. Before the copy is e-mailed to
  the client, it is read by a professional proofreader (usually my office
  manager).
• The clientprovides comments in any manner and format he or she
  prefers; however, I think the bestmethod of reviewing copy is to read it
  as an electronic file and make your comments directlyon the file,
  using Microsoft Word’s “Track Changes” feature. Doing so makes it much
  easierfor you to comment at length than writing in the limited space
  available on a hard copy with a pen. I highly recommend to clients that
  they use this online method of copy review.
• I revise the copy until the client is satisfied and accepts it.
• Although I donot require it, most clients email me a pdf or fax me
  the promotion in layout form. Thisallows me to check that all components
  are in the right place, and that the design is aseffective as it can
  be. I also give the layout to my proofreader for a final proofing on
  ourend. However, the client is responsible for final checking of all
  copy, design and production elements.
• We give our corrections and comments to the client. The package is then printed and mailed.
• I appreciate it when the client keeps me posted on the results. IfI
  am getting a royalty on the roll-out, I will often suggest test ideas
  or improvements tothe client at no cost, so as to maximize response
  (and of course maintain our copy as the control).