- To begin gathering information, provide the client with a questionnaire that will provide information about the business and the product or service.
- After analyzing the questionnaire, you can ask more questions to fill out areas and also start doing research on the project. Start your basic copy in some kind of plain text editor where you can easily arrange and rearrange information as it comes in. You can also save active links there too.
- In researching different areas, you will learn more and more about the product as a natural process of arranging and developing your information. You will develop more avenues to research for what you need, including interviewing key personnel involved with the product or service.
- During the research you would now begin arranging the information into a comprehensive article and continue to do more development as further questions come up. You will also want to make sure you know who the audience is so the writing is geared directly to them.
- On the fifth step, begin creating what some call a platform where the writing is geared to the emotional level of the readers. It is the copy that grabs them, presents the key points to providing a solution needed by the readers, and shows how this will make the problem go away or be solved.
- Arrange your sections so that they have a good flow and transition from one section to the next and make sure the readers don’t get dropped anywhere along the way. Use the AIDA formula (Attraction, Interest, Desire, Action) to help maintain the flow.
- Once everything is set, then you can begin tightening and making your copy sharper and more direct. When you have finished your work, take time to read it aloud and see how it rolls from your mouth. If you trip up anywhere, then that part may need a rewrite. What you are looking for here is the natural flow and pulse of the copy. Have someone proofread it to make sure the writing is correct.
- The copy is then presented to the client for review and if needed, fine-tuned so that everyone is happy with the final result.
There is never a real guarantee that the copy will do everything it is meant to do and that can stem from outside factors you have no control over, such as the economy, the timing for the product or service, or any other number of factors. If you do your part in the beginning, then from this point on, it is a matter of testing the market to see what happens. Sometimes, you will need to rewrite parts of the piece and retest the send out. It helps when the client acts as a partner and keeps you informed on the results during the course of the marketing campaign.