My approach to writing copy

Over the past week or so, I’ve been silent. I’ve been trying to get in the habit of writing at least something for Hey World daily, but have been struggling to do so. It seems I have multiple half-baked posts in the works but nothing fully done.

I’m accepting the fact that some posts may be longer than others. And that’s ok. For example, my last post on unsaturated business ideas clocked in at 1,555 words, and a post I’m working on now about churn is even longer (and it’s not finished yet). Today’s however, will be shorter.

I titled this my approach to writing copy, but it’s really more than that. It’s the process of going from an idea from a product or campaign to getting it launched on a webpage. It focuses on my ideology around copy, but I cover all aspects of the process. It might surprise people, because even though I would not consider myself a great copywriter, I write all of the copy for my companies, or at least the first draft. So let’s get right into it.

Step 1 – Brainstorm ideas

I like to use this time to get clear on what it is we are offering and selling points around that. I’m not necessarily trying to think of hooks or clever phrases, but rather our key offerings, answers to objections, and more. I jot these down in a folder on my notes. Recently I’ve been trying MyMind, though, so we’ll see how that works out (if you want an invite code, shoot me an email, I have a handful left – first come first serve)

Step 2 – Start writing

After about a week of brainstorming and tossing around concept ideas, I start writing. This is a time, I know. I know food who can get a sales letter done in an hour without any upfront works, and then there’s others like me who prolong the process. If this is an entire website or campaign, I focus on the centerpiece first, however, I often find writing emails in between can give me inspiration for other mediums.

I use Instant Scripts to help in this process — I’ve used Funnel Scripts before, and for 80% of things it sucks. Although it’s a great tool and software and I’ve seen people who’ve done awesome things with it, in my opinion, it’s too “direct responsy”. Not only that, but I like being in the drivers seat, and inputting text and getting an outcome of that text in a template isn’t my favorite.

But writing with a blank canvas can also be stressful. I don’t use any of Instant Scripts template functions, but I do leverage the features that allow you to get ideas and high converting phrases using the / key, along with the feature that allows you to easily move paragraphs around.

During this phase I focus on turning my ideas into hooks, and jotting down ideas for the rest of the copy. That’s it.

Step 3 – Finish writing

This process takes place over the course of about five days for a long sales letter, and just one or two for shorter sales letters. During this time I take the hooks and turn it into copy. Everyday I look through what I wrote the previous day, make revisions, and than move onto the next chunk I want to write. I kinda hop around during this phase.

Step 4 – Final touches

I send my copy into Day to Day Aid for grammar edits and a second pair of eyes. Than I send that off to our awesome designer who turns it into a tangible webpage using Webflow or WordPress.

Normally, I’ll send her a few pages for inspiration or a layout structure I have in mind. She’ll take the copy and make it drastically more interesting & professional. We then apply what we’ve learned from A/B tests historically. After the first version is done, I’ll take a look at it and make changes myself or send revisions to her to make. After a little back in forth we’re ready to launch!

And that’s about it. Of course we run split tests and make changes down the road, but it’s a pretty simple approach. I’ve learnt that when I rush copy it’s not my best work, and doesn’t convert. It takes about an hour a day for a week or so, and is well worth it.