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Advanced 4-Step Copywriting Process to Boost Your Ad Conversions

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Written By Daniel Doan

There are a number of factors that can contribute to the success of a copywriting campaign, but one of the most important is the copywriting process itself.

It is important to remember that copywriting is a skill that takes time and practice to master. The more you write, the better you’ll become at creating compelling copy that converts every time.

4-Step Copywriting Process to Boost Your Ad Conversions

Here is my simple four-step copywriting process that boosts your ad conversions, skyrockets your ROAS, and becomes 10 to 1000 times more efficient.

Copywriting Process to Boost Your Ad Conversions

Step 1: Map out the copy requirements

Make sure you know who is giving the message, who the core buyer persona is, and the specific details of the offer.

i). 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?).

ii). Understanding the recipient

  • Who is the target buyer persona? (Age, title, work, hobbies, location)
  • What does the buyer persona want?

iii). Understanding the offer

  • What are we offering? (elevator pitch)
  • What is 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).

iv). Understanding the medium

  • What kind of messaging is considered cliche here?
  • What kind of content formatting will drive the most engagement 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 the urgency

Polishing the copy

Step 3: Polishing the copy

Run the copy through the editing gauntlet and make sure it covers all the bases.

i). Compulsory

  • Does the copy make the offer irresistibly desirable?
  • Do the first few lines grab the reader, pique curiosity, AND evoke emotion?
  • Is the offer genuinely an amazing deal that is hard to pass up?
  • Is there a solid big idea? (original, beneficial, and culturally relevant)

ii). 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?

iii). 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)

iv). 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?

v). 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?

vi). 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?

vii). Guaranteed

  • Does the copy eliminate almost all risks?
  • 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?

viii). 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?

Test and iterate on the copy

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 is one new thing you learned after our offer/working with us?
  • 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 of exaggeration for comedic effect
  • Try using a mix of different urgency and FOMO elements

Conclusion

To summarize all the above points, boost your ad conversions and maximize efficiency with a 4-step copywriting process:

  • Step 1 involves understanding the message sender, target buyer persona, and offer details.
  • Step 3 emphasizes polishing the copy, ensuring it is desirable, clear, resonant, trustworthy, specific, emotional, guaranteed, and gains approval.
  • Step 4 suggests testing and iterating the copy, refining the buyer persona, and experimenting with different variations to optimize results.

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