How I Write Your Copywriting Projects

      1. I gather as much information as I can about the product and the market. 
For details, see my article Before I Start Your Copywriting Assignment.

2. I spend a lot of time studying the information. I key my notes into my PC.

3. I write a list of proposed headlines.

4. I write a copy platform describing the project I intend to write, including the 
assumptions made about the audience and the theme or slant of the project. 
Sometimes this platform is a brief, informal memo. But when I feel you and I would 
benefit from greater detail, I present to you a more formal copy platform. 

5. Often a platform will contain several different copy approaches corresponding to 
different headlines. For Direct Mail packages I recommend, wherever possible, 
split-testing of the best two or three, rather than betting the entire mailing on 
a single approach. However, it is entirely your decision.

6. Once the platform is approved, I write the copy. I go through many drafts before 
showing it to the client. Before the copy is e-mailed to the client, it is read by 
a professional proofreader. 

7. The client provides comments in any manner and format he or she prefers; 
however, I think the best method of reviewing copy is to read it as an electronic file. 
You can make comments directly on the file, using MS Word’s “Track Changes” 
feature. Doing so makes it much easier for you to comment at length than writing in 
the limited space available on a hard copy with a pen. Significant savings of your time, 
need not be underestimated. 

8. I revise the copy until you are satisfied and accept it. 

9. Although I do not require it, most clients email me a .pdf file, or fax me the project in 
layout form. This allows me to check that all components are in the right place, and that 
the design is as effective as it can be. This is particularly important for visually enhanced projects. Finally, I give the layout to my proofreader for a final proofing. However, the client is responsible for final checking of all copy, design and production elements. 

10. You receive my final corrections and comments. The project is then ready for production. 

11. I appreciate it when you keep me posted on the results.