My Approach
Good magicians don’t perform the same trick twice. Great magicians
expose the trick and the magic remains... magical.
Here’s my 6-step approach to high-impact copywriting.
1
Preparation
Clarify project objective. Understand reader personas, estimate their prior knowledge and typical reading behavior. Define anti-persona.
2
Research
Develop intricate understanding of the topic by studying every
relevant material I can find.
Persuasion requires the level of trust apprentices bestow on
their master.
3
Planning
Scenes make plots and plots make stories. I plan copies to
follow a sequential pattern.
Every anecdote, analogy, interesting piece of fact, and call to
action take their precise natural positions in the copy.
4
Writing
Abracadabra! The magic comes alive.
5
Editing
Double-check facts and ensure reader-friendliness at the
sentence-level.
Easy reading is a product of brutal editing.
6
Delivery
The draft meets her audience via content managers.
Typically, my copies are published without changes from editors
and content managers.