Advanced 4-Step Copywriting Process to Boost Your Ad Conversions

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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.

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