Copywriting process 201.
My simple 4-step copywriting process to boost your ad conversions, skyrocket your ROAS, and become 10 to 1000 times more badass. Read my copywriting 101 processes here.
4-Step Copywriting Process to Boost Your Ad Conversions
Step 1: Map out the copy requirements.
Make sure you know who’s giving the message, who the core buyer persona is, and the specific details of the offer.
A. Understanding the sender
- Who is the message coming from? (Name? Most important credentials? Background? Hero’s journey story?)
- What is the sender’s personality like? (Serious? Casual? Goofy?).
B. Understanding the recipient
- Who is the target buyer persona? (Age, title, work, hobbies, location)
- What does the buyer persona want?
C. Understanding the offer
- What are we offering? (elevator pitch)
- What’s the big idea? (original, intriguing, beneficial, AND taps into the cultural zeitgeist)
- What are we trying to get them to do? (main CTA)
- What are the three core features of the offer?
- What are the three key benefits of the offer?
- What is the primary pain point that the offer addresses?
- What are the two secondary pains that the offer helps with?
- Why should they act now instead of waiting?
- How do they know that the offer will work for them?
- What reservations do they have about moving forward with the offer?
- Why is the offer better than the competition?
- What are existing customers saying about the offer? (testimonials, etc).
D. Understanding the medium
- What kind of medium will the message be delivered on? (Facebook Ad? 3-Stage Drip Email? Social Selling Post? Long-Form Sales Letter?)
- What kind of messaging is considered cliche on here?
- What kind of content formatting will drive the most engagement on here?
Step 2: Write the copy
Follow a battle-tested framework to make sure you don’t miss any crucial elements.
- Lead with the offer, context, and why the offer is designed specifically for them
- List features and benefits in bullets
- Bring to light the most common objections, and address all these objections
- Remove as much risk and friction as possible
- Insert a strong CTA, and tell them what it’ll be like if they decide to move forward
- Add an element of urgency or scarcity
- List testimonials to cement trust
- End with the CTA again and remind them of urgency
Step 3: Polishing the copy
Run the copy through the editing gauntlet and make sure it covers all the bases.
A. Compulsory
Does the copy make the offer irresistibly desirable?
- Do the first few lines grab the read, pique curiosity, AND evoke emotion?
- Is the offer genuinely an amazing deal that’s hard to pass up?
- Is there a solid big idea? (original, beneficial, and culturally relevant)
B. Clear
Does the copy make the offer crystal clear?
- What is your one reader?
- What do you want the reader to believe?
- What single action do you want them to take?
C. Resonant
Is the copy’s tone appropriate?
- What three words describe how your brand sounds?
- What is the emotion you want the reader to feel?
- Is the tone relatable to the target audience? (caring/serious/fun/etc)
D. Trustworthy
Is the copy believable?
- Is the copy believable and not unrealistic?
- Is the offer extremely specific and tangible?
- Is there specific unquestionable proof that the offer works?
E. Specific
Is the copy precisely targeted enough?
- Does the entirety of the copy focus on a single topic?
- Does it help you visualize the desired result?
- Does it disqualify readers who aren’t the target persona?
F. Emotional
Does the copy convey enough emotion?
- Is there at least one pattern interrupt word above the fold?
- Does it create vivid word pictures in the reader’s mind?
- Does it trigger at least one extremely powerful emotion?
G. Guaranteed
Does the copy eliminate almost all risk?
- Is the value more than what I’m going to pay?
- Is there information about what happens after purchase?
- Is there any information about guarantees?
H. Approval
Does the copy infer social proof?
- Will the people who like me approve of the offer?
- Does the copy contain at least one element of social proof?
- Will the offer improve my human condition or social standing?
Step 4: Test and iterate on the copy
Learn more about existing customers, fine-tune messaging, and document wins. Ask existing customers questions to refine the buyer persona:
- What was life like before our offer/working with us?
- How did our offer/working with us help you achieve your desired result?
- What mistake did you stop making after our offer/working with us?
- What’s one new thing you learned after our offer/working with us?
- Write different versions of the copy to A/B test variations:
- Lean more towards logic versus emotion (and vice versa)
- Focus on long-form versus short form (and vice versa)
- Switch up the CTA to an offer with less friction
- Experiment with emojis above the fold and inside the copy
- Add multiple elements exaggeration for comedic effect
- Try using a mix of different urgency and FOMO elements
And that’s it.
Was this helpful? Did I miss anything? Got any other copywriting tips to add? Let me know! Don’t forget to share this article.
Award-winning growth marketing consultant and digital strategist with over half a decade of experience building brands, growing communities, and directing marketing strategy for hundreds of venture-backed startups, creatives, and companies worldwide. I help tech and ecom companies scale with growth strategy, copywriting, and CRO.
