Advanced 4-Step Copywriting Process to Boost Your Ad Conversions

Photo of author
Written By Daniel Doan
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

Advanced 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

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.

Disclaimer. The views and opinions expressed here are those of the authors. They do not purport to reflect the opinions or views of IdeasPlusBusiness.com. Any content provided by our bloggers or authors is of their opinion and is not intended to malign any organization, company, individual, or anyone or anything.

For questions, inquiries and advert placements on the blog, please send an email to the Editor at ideasplusbusiness[at]gmail[dot]com. You can also follow IdeasPlusBusiness.com on Twitter here and like our page on Facebook here. This website contains affiliate links to some products and services. We may receive a commission for purchases made through these links at no extra cost to you.