The Copywriting Process

Maybe you’ve never thought much about it before, but there’s a heck of a lot that goes on behind the scenes when a copywriter puts pen to paper.

There’s a system to putting together a successful sales letter... and when you understand the system, you’re able to produce winning promotions a heck of a lot faster and easier.

Still... there are no shortcuts without sacrificing results. You’ll see what I mean in a moment.

Here’s the system I use when I write a sales letter...

1. Try to understand the typical prospect (the target market). What are his needs? Why does he need the product? What’s keeping him awake at night? What are his core motivations for buying this product? What emotions will drive him to make a purchase? This is a critical step that many overlook.

2. Research the product, competing products, and their promotions (if possible). Then look for the unique selling proposition that sets this product apart. This is also easily overlooked.

3. Create a positioning strategy to create a perception of immense value. For example, there’s a difference in perceived value between calling it “eyebrow shaping” versus an “eyebrow makeover” or between an “info kit” and an “urgent investor bulletin.” Use language that communicates value.

4. Create a strategy for getting immediate attention and interest. Come up with a theme, headline, and lead that engages the reader and makes it difficult to stop reading.

5. Create the structural framework of the promotion--the architecture of persuasion. Outline everything that needs to be included in the letter in order to make the sale. (Benefits, credibility, objection-handling, urgency, etc.)

6. Add the appropriate research, notes and ideas into each section of the outline.

7. Create a first rough draft, then polish it into a complete draft.

8. Continue relentlessly polishing and perfecting the letter. Check for flow, clarity, readability, momentum, etc.

9. Polish the layout (design) to make the letter as inviting to read as possible.

That's my 9-step process in a nutshell. A lot of work, huh?

It actually goes much deeper than this, particularly in creating the structural outline. (See my How-To Guide.)

The thing is, copy is a critical LEVERAGE POINT in your business. Shouldn’t a lot of thought go behind it?