Someone just asked me how I write copy. Hm.
Unable to answer straight away because I do it on autopilot, I fired up a Word doc and jotted down the steps I take to complete the copywriting process. Assuming I’m writing from scratch and not editing existing content, in my world the copywriting process goes something like this.
The copywriting process
- lay down the basic structure, indicating where the <h1> header, <h2>subheads and body copy go
- start with the opening sentence
- write it then go back and edit it any numer of times ’til it reads beautifully
- create the second sentence
- polish it until it’s perfect
- go back make sure the sentences sit together properly and flow smoothly
- carry on until all the sentences in the first paragraph are the best they can be
- rinse and repeat for every paragraph
- on finishing each paragraph, check the copy from top to bottom to ensure it all hangs together properly, rolls off the tongue and says exactly what it needs to say
- when the body copy is complete, add the <h1> header – I find it easier at this stage because the message is fresh in my head
- create <h2> headers
- check the whole thing again for flow, style, grammar, spelling and so on
- check the key terms are included
- check the keyword density is natural, not spammy
- write the call to action
- check the whole thing yet again, making final adjustments
- come back an hour later and tweak it one more time, seeing it through fresh eyes
- then and only then… send the first draft to my client!