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Copy Process

The document outlines a multi-phase process for creating effective marketing copy, starting with market research to develop a buyer avatar using various online platforms. It includes steps for product research, studying precedents, drafting and finalizing the copy, and seeking feedback before publication. Notably, it emphasizes the importance of lateral thinking to generate innovative ideas throughout the process.

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KurtComendador
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3 views2 pages

Copy Process

The document outlines a multi-phase process for creating effective marketing copy, starting with market research to develop a buyer avatar using various online platforms. It includes steps for product research, studying precedents, drafting and finalizing the copy, and seeking feedback before publication. Notably, it emphasizes the importance of lateral thinking to generate innovative ideas throughout the process.

Uploaded by

KurtComendador
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Phase 1 - Market Research

- Facebook Groups
- Reddit
- Forums
- Youtube Comment Sections
- Amazon Reviews
- Popular Blogs

Utilise these to create a dream buyer avatar.

Potential Questions to Answer:


- What language do customers use when they discuss the product
- What attributes are important to them
- What promise would be most likely to make them buy your brand.
- What are they happy with?
- What are they unhappy with?
- What are their hopes, dreams and desires?
- What keeps them up at night, tossing and turning, unable to sleep?
- What do they worry about in their mind but never tell anyone?
- What are their biggest frustrations and challenges?

Once you’ve collected all your information, organise your findings into categories of
comments or concerns that appear the most, noting what feelings were most
dominant.

Phase 2 - Product Research


Create a features/benefits table listing every possible feature and the corresponding
primary benefit, as well as the secondary benefit

Phase 3 - Study The Precedents


- Go through personal swipe file within Google Drive
- Use [Link] for specifics
Phase 4 - Write list of Headlines
- List of 10-20 potential headlines once the main angle is decided
- Trim this down to the best 4-5 for Split Testing
Phase 5 - Write Initial Draft
- Forget about grammar/spelling, let it pour straight out of your brain and worry
about the rest later. Let all your ideas and thoughts flow into the computer
and above all don’t worry about making mistakes.
Phase 6 - Finalise Draft
- Go through it and correct the spelling, grammar, punctuation and sentence
structure. Eliminate extra words not necessary to express your thoughts.
Tighten things up.

- Create a block diagram depicting the general structure or each part of the
overall copy and how it should flow

- Go through editing process in Adweek Copywriting Handbook

- Check reading grade

Phase 7 - Incubation
- Incubate. Stop editing, put the text aside and take a walk or do something
pleasurable. The more time between what you’ve just edited and taking the
next step—all the better.

Phase 8 - Feedback
- Reach out to established copywriters for feedback on the ad copy
- Implement these changes

Phase 9 - Publish
- Publish campaign
- Track metrics to identify areas to tweak (ad creative/ad copy etc)

Notable Things To Remember


Lateral Thinking
- process of coming up with ideas by not focusing or thinking of just the
problem. Often, by relating the problem to something that has nothing to do
with the problem, a new idea emerges

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