Advanced 4-Step Copywriting Process to Boost Your Ad Conversions

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.

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

• 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

A. Compulsory

• 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

• What is your one reader?
• What do you want the reader to believe?
• What single action do you want them to take?

C. Resonant

• 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 and not unrealistic?
• Is the offer extremely specific and tangible?
• Is there specific unquestionable proof that the offer works?

E. Specific

• 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

• 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

• 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

• 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

• 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

Was this helpful? Did I miss anything? Got any other copywriting tips to add? Let me know! Don’t forget to share this article.

Daniel Doan

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.