Advanced 4-Step Copywriting Process to Boost Your Ad Conversions

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.

Step 1: Map out the copy requirements

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 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 here?

• What kind of content formatting will drive the most engagement 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 the urgency

Step 3: Polishing the copy

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?

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 is 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 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 2 focuses on writing compelling copy using a proven framework.

• 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.

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.