How I Write Copy that Generates Leads and Revenue ... My Copywriting Methodology
I Follow a Clearly Defined Yet Flexible Structure to Help You Generate Those Leads and Revenue.
It’s the plan that’s helped to generate massive visibility, quality leads, and new sources of revenue for my clients.
Whether you need direct response copy for your content marketing program, or for email direct marketing, a sales page, or a landing page, my first step is to understand:
- your business
- your marketing strategy
- the goals of your marketing strategy
A Content (SEO) Writing Project
I follow these steps:
- Gain an overview of your niche or ‘vertical’.
- Research your key competitors, both commercial and online (they are often different).
- Review your data: GSC and GA (or Adobe or other analytics package).
- Determine current page positioning for key search terms and topics.
- Identify your topic area priorities.
- Research each topic with particular reference to the top SERP.
- Write the copy.
- Ensure page structure is optimized in terms of technical SEO best practice.
Direct Response for Product or Service Promotion
I follow these steps:
- Thorough research of the product and the target market.
- I seek answers to a series of carefully formulated questions.
- I thoroughly research the product’s competition.
- I assemble the elements of proof.
- I write the copy.
- I review the copy with you and make any changes.
- The copy goes live and we make changes based on testing.
The checklist is just a starting point and the research I do extends way beyond it.
The research allows me to get a clear sense of how the product is positioned in the market.
Next I assemble as many proof elements as possible prior to beginning to write, or rather assemble the copy.
The great copywriter, Eugene Schwartz, said that copy is not written but built, assembled in layers, where we “build a little city of desire for your person to come and live in.”
I agree and follow this method to the letter (literally of course).
Having compiled all the research, I then bring my copy templates into play.
I have copy templates containing proven structures for every part of the copy, from pre-headings, to headlines, to the body, the guarantee and more.
Because templates are based on what has worked in the past, they take any guesswork out of writing for response.
A sales letter, for example, consists of more than a dozen sections. And I have templates for each of them.
I also have templates for emails and other forms of direct response copy.
In putting the templates to work, I never forgot the key question:
“What is really important to the prospect, emotionally and rationally?”
And CLARITY is always uppermost in my mind.
I also follow the AIDA formula or a variation of it. (For example Clyde Bedall’s AIDCA variation where “C” stands for “conviction”).
I give special attention to the elements the prospect will read first. These include subheads, decks, captions, and pull-quotes.
Once I have written a complete draft of the copy, I send this to you, the client. Then we can work on the revisions.
My copywriting methodology has been developed through studying the work and perspectives of the most successful and innovative copywriters of the past 70 years.
These copywriters include classic writers such as Eugene Schwartz, John Caples, David Ogilvy, Drayton Bird, Gary Halbert, Gary Bencivenga, Clayton Makepeace, Dan Kennedy.
The list also includes contemporary copywriters such as Carline Anglade-Cole, Kent Komae, and Daniel Throssell.
Any questions or comments? Fire them at me here.
To YOUR massive marketing success!