Copywriting is a combination of creativity, research, systematic execution and tracking results. Whether you're crafting a direct mail piece, a sales page, launching an email campaign or creating a social media ad, effective copywriting is your ticket to grabbing attention and inspiring action. But where do you start?
In this blog post, I will be sharing my copywriting checklist to give you a high-level overview of the steps I take to ensure I am not skipping any steps when working on a copywriting project. This is not a comprehensive list, but it will give you more insight into the process and how you can improve your writing.
Before You Write
Getting the groundwork right before you start writing is essential. A well-prepared plan will ensure your copy hits the mark every single time. Here are the foundational steps you can’t skip:
- Keep and Use a Swipe File - A swipe file is a collection of powerful copy, ads or ideas you’ve encountered. This can be screen shots you have taken of online ads or websites and placed in a folder on your computer. It can also be hard copy ads you have received in your mailbox and placed in a physical folder. You don’t want to copy other ads, but they can be your creative springboard.
- Clearly Identify Your Target Audience - The best copy speaks directly to your intended audience. Who do you want to reach? What keeps them up at night? What challenges do they face, and how can your product or service solve them? The more clear you are about who you’re speaking to, the more effective your copy will be in resonating with your audience.
- Research Your Market - Dive deep into your market. Understand your competition, identify trends and uncover the pain points and desires of your target audience. Market research will help you strategically position your message.
- Define Your Objective - Every piece of copy should have a core goal. Do you want to boost sales, secure sign-ups or raise awareness? Having a crystal-clear purpose will keep your copy laser focused.
- Focus on the Transformation - To get your potential buyer to take action, show them the transformation your product or service offers. How will their life improve? What’s the outcome they can expect? Highlighting this shift is much more persuasive than simply listing features.
- Practice Good List Hygiene - If you’re writing copy for an email campaign or newsletter, bad list hygiene can hurt your results. Remove inactive subscribers and clean your list regularly to ensure you're speaking to those who want to hear from you. I recently purged subscribers from my list who have not opened an email in the past three months.
Writing Your Copy
Once you have done everything above, it’s time to move into the creative process. Here’s how to refine your copy and make every word work harder to accomplish your goal:
- Write an Attention-Getting Headline - Your headline is the first impression. Make it impossible to ignore. Use compelling language to pique curiosity, highlight benefits or address a pressing problem your reader faces.
- Use a Subheading to Expand on the Headline - Not everyone will stop at the headline. Use your subheading to expand on the promise or benefit teased in your headline and encourage them to keep reading.
- Write as Much as Needed - There’s no one-size-fits-all length for copy. Don’t be afraid of using long copy. Your message needs to be as long as it takes to inform, engage, and persuade…but no longer. Consider how you would speak to a potential customer in a one-on-one situation and how long that conversation may be. If you are selling a $10 widget, your conversation may be shorter than if you are selling a $5000 consulting package. Also, avoid unnecessary fluff.
- Start with Bullet Points - Feeling stuck? Begin with bullet points! They’re a low-pressure way to organize your thoughts, structure your ideas and improve readability.
- Keep It Simple - Effective copywriting isn’t about flowery language or jargon. Use conversational, everyday language that’s easy to understand. Your writing should be on an eighth grade level. You can use Hemingway Editor, Readable or Grammarly to check grade level and readability. There are also several other options available.
- Show Your Authenticity - Be authentic and human. Just being yourself builds trust, builds credibility and makes your message more relatable.
- Tell Stories - Stories resonate because they’re memorable and relatable. Share your brand’s story, customer success stories or even personal anecdotes that underscore your message.
- Make Your Offer Clear (and Add a Strong Call to Action) - Don’t leave your audience guessing. Clearly communicate what you’re offering and guide them on to the next step with a strong, direct call to action.
- Include a Great Guarantee - Reduce hesitation by incorporating a compelling guarantee. Whether it’s a full refund or a satisfaction promise, assurances lead to higher conversions.
- Use Testimonials for Credibility - Social proof is a powerful persuasion tool. Include testimonials or case studies to show that others trust you and have benefited from your offer.
- Use P.S., P.P.S., P.P.P.S. - Postscript sections grab attention and emphasize key points for skimmers. This classic direct-response strategy often boosts engagement. Studies have shown 90% of people will read the P.S. before reading the main content.
- Prioritize Visual Appeal - Make your copy easy to read and visually engaging. Use bold text, bullet points, whitespace and visuals to draw readers through your content seamlessly. Use 1.5 spacing between lines.
After Writing
Great copy isn’t written, it’s rewritten. Once you’ve finished your draft, it’s time to refine and measure its effectiveness.
- Sleep on It and Rewrite - Take a break before editing. I always wait until the next day to review any copy I have written. Coming back later with fresh eyes helps you catch mistakes and identify ways to make your message stronger. Once you have your copy as good as it can be, do a final review.
- Track and Measure Results - The only way to improve is to understand what’s working. Use analytics tools to track conversions, click-through rates and other key metrics. Then apply those insights to fine-tune future copy. If it’s a direct mail campaign, create a spreadsheet to track the date sent, your spend, calls received, appointments made, sales and any additional metrics you deem to be important.
Final Thoughts
Copywriting is both a science and an art. Reviewing all of the above bullet points will ensure every piece of copy you create is clear, persuasive and strategically effective. Remember, preparation is key, authenticity connects and testing drives growth.
Are you ready to take your copy to the next level? Start putting what you have learned in this email into action, and watch how your messaging transforms.
If you’re looking for extra guidance, you can schedule a 15-minute discovery call, send an email to mike@mikecoleman.net or call me at 615-308-8078.