One unique part of my copywriting process is going for a walk before I write even a single word down (and then again throughout the process!). Before that walk, though, is time spent researching the brand whom I'm writing for, their target audience, and their competition. I need to give myself the full picture, and then allow time for that full picture to simmer, before I get to actually writing for them. Understanding and contemplating each of these components is the most important part of crafting copy that truly speaks to the target audience's needs and situation. And copy that also speaks their language! And by going for a walk, I'm able to jumpstart the process and integrate all the research I've dug out. Physical movement helps keep my creativity moving, and it's a part of my copywriting process that every writer should try! Especially when you're feeling stuck!
One distinctive facet of my copywriting process, which may seem unconventional to many, involves the ritualistic preparation of a pot of traditional French tea. This step occurs immediately after my walks through Paris and just before I commence writing. I find that the act of brewing tea is not merely about quenching thirst but serves as a transition, a mental passage from the outer world of bustling streets to the serene space of creation. The aroma and warmth of the tea seem to unlock a deeper level of creativity and focus. It's as though each sip carries with it a part of the city's artistic spirit, enabling me to craft my words with a clarity and passion that I attribute to this very ritual. Thus, intertwining the physical with the cerebral, the mundane with the magnificent, in my approach to copywriting.
I really like to use words and phrases the client is already using. Sometimes copywriters and even clients come in and redo everything. While that's occasionally necessary or the goal fo the project oftentimes I'm helping clients expand and grow and there's no point in reinventing the wheel. I, of course, add research and more strategy to the writing but I also like to incorporate words and phrases and descriptions that I learn from either talking with the client or in an onboarding questionnaire. Not only do I think this helps make the transition to new copy easier, but it helps me make sure the tone matches what the client wants and it helps the client see themselves in the new copy.
With any copywriting project, I always build in time to walk away. Stuck? I walk away. Just finished a draft? I walk away. This pause is powerful - it’s when inspiration strikes and fresh eyes bring everything into focus.
I need one essential component when I write web copy – client insights. It's not always possible (mainly when I work with agencies or creative studios), but whenever I work 1:1 with my clients, I have them provide a list of contact information for 5-10 of *their* clients they identify as their "soulmate clients." Then, I go beyond social listening, testimonials, or forums like Answer The Public and actually get on calls to interview these people on their real challenges and experiences. Gathering client insights through interviews is the single biggest reason the web copy I write converts.
I have a template I go through with WAY too many questions about the reader. Things like, "What is the reader feeling?" "What is their quest?" "Who are we as their guide and why are we qualified to help?" It feels a bit counter-productive, but once I'm done answering all the questions, it feels like the clouds part and I know exactly what to say in the copy.
Start with the headline. Yep, before you even think about your first sentence, hash out that headline. Plus, in a world where headlines can make or break whether someone even gives your piece a glance, kicking things off with a knockout title is a great idea!
At Startup House, we like to incorporate humor into our copywriting process. We believe that injecting a bit of wit and personality into our content helps us stand out in a sea of bland corporate messaging. By adding a touch of humor, we not only engage our audience but also make our brand more memorable. So don't be afraid to let your personality shine through in your copywriting - a little humor can go a long way in making your message stick!
For myself, that would definitely be my creative storytelling warm-up. Before I dive into the actual copywriting, I spend 15 minutes freewriting a short story that features the product or service as a central element. The key here is to let my imagination run wild and create a narrative that is completely detached from the formalities of marketing. For example, if I need to write copy for a new coffee brand, I might write a short story about a magical coffee bean and its adventures. The goal isn't to produce a story that will be used directly in the copy but to immerse myself in thinking about the product's essence and uncover creative angles that I might not have considered before. This is a fantastic way to break down mental barriers and spark creativity. It often makes the final copy more vibrant, relatable, and engaging.
One unique element in my copywriting process, which may sound unconventional but works for me, is the 'Improv Mindset'. I tap into the spontaneous energy of improvisation theater, embracing the 'yes, and...' approach. This practice keeps me open and flexible, allowing a free flow of ideas. If I find an argument compelling but challenging to present, instead of discarding it, I'll say 'Yes, and...' and think of how it could work. This unusual method helps to maintain an energetic and compelling tone in my copy, making it more engaging.
One relatively unorthodox copywriting ritual that I found to be highly effective involves what I term “speed dating docs” - essentially rapidly drafting distinct explanations of the same product or announcement tailored specifically to different functional buyer personas in quick succession without editing. While most copy processes focus revising singular “master” drafts balancing perspectives, I found forcing writers to channel shift between lens sets of CISOs, IT admins and CFOs in narrow bursts without self-censoring taps uniquely insight-rich messaging custom-fit for each audience far faster. The creative momentum and voice integrity maintains rather than dilutes to hypothetical compromise. The segmented outputs then get refined individually - optimizing security architecture benefits for operators or simplifying TCO savings pitches digestibly for executives rather than tangled compromises missing the mark across roles. guided into a finalblend of tailored messages converging seamlessly when assembled for broader campaign launches.
I recommend incorporating the behind-the-scenes story of the product's creation. At Dental SEO Expert, we found that sharing the journey of how a product is made resonates deeply with our audience. It adds a layer of authenticity and transparency that standard marketing copy often lacks. For example, when promoting a new dental service, we detailed the development process, from initial concept to final implementation, highlighting the challenges and breakthroughs. This approach humanizes your brand and builds trust with your audience. People appreciate knowing the effort and dedication that goes into creating a product. During a campaign for a dental clinic, we shared stories about the clinic's team and their commitment to patient care. This resulted in a 35% increase in patient inquiries within three months. The audience connected with the real people behind the service, enhancing their overall perception of the clinic.