AN OUTLINE OF HOW I MANAGE MY RESEARCH BEFORE WRITING YOUR MARKETING PIECE
Before a copywriter sits down and writes copy, they must understand the offer first. And by that, I mean getting a full grip on:
- who is buying the offer and why
- how the offer benefits the audience
- what are the results of past performances
- which features and benefits are most important to the market
- when the offer will be available (and for how long)
- where the audience can get the offer
- and more!
For the copywriter to get a full understanding of what they are selling, they must conduct a thorough research before they even think of your piece’s first word.
In here, I have outlined the entire project management process for you to see how I do my work. I also included a list of materials that are necessary for me to understand as much as I possibly can about your offer (product/service/company/cause). As well as questions I’d like to ask you and members of your staff about the order.
I divide my interviews into two groups – the offer interviews (done with management and production personnel) and the market interviews (done with financial, marketing and the sales force). Each session gives me an in-depth look at what I am selling, and who I am selling it to.
Here’s a deeper look at my copywriting methodology:
My Copywriting Methodology
Once you reach me for to write copy you, the first thing I do is to set up a Skype or phone interview with you. Normally these happen sometime between 08:00 AM and 10:30 AM. The purpose of the interview is for me to get a creative brief on the project, so I can present a proposal.
After I get the creative brief, I send out a proposal with my pricing. All I need from you is to approve it, so we can then sign a proper contract and non-disclosure agreement. After a get signed copy of the documents, along with the retainer – the I start working on your project.
The Writing Process
As you send the contracts and retainer, I will also ask you to send me a number of documents that I can use to get some background information on the offer. Some of these include:
- Tear-sheets of previous ads
- Article Reprints
- Technical papers
- Copies of speeches
- Audio-visual scripts
- Press kits
- Swipe files of competitors’ ads and literature
If it’s an offer based on a new product or service, then you can send me the following:
- Internal memos
- Letters of technical information
- Product specifications
- Engineering drawings
- Business and marketing plans
While I get your documents, I will be setting my schedule for drafts, approvals, and delivery dates. Once I create the schedule, I will send it to you for approval. And then from there, I get deep into the writing assignment.
Before I write anything, I need to do my research on your offer. For that, I need to dig deep into the documents you send me. As well as to conduct interviews with management and other company personnel to get a clear view of the offer and the market you are selling to.
After I get the information I need, I will create a copy outline for you to approve. And once you approve it, I will write down the first draft of the copy.
You will get the first draft according to the schedule we agreed on. Make sure to revise and that it is 100% what you need. If it’s not, then send it back with the modifications you want. When I get it back, I will polish and double-check it, and send the final draft to you.
After Writing… and Beyond!
Once I send the final draft, the project is complete. And you will receive the invoice for the remaining fees. From there, you have up to 30 days to ask for copy revisions for them to be free of charge. Once that period passes, then I will fees for copy revisions (unless I am getting royalties for the project).
I would appreciate it if you keep me posted on the results. And if I am getting a royalty for the project, I will often suggest test ideas or improvements to the client at no cost. All in the name of maximizing response (and of course, maintaining my copy as the control).