The 5-step copywriting process to get you from blank page to ready to publish

The 5-step copywriting process to get you from blank page to ready to publish

Publish Date
May 20, 2021
How do you write a landing page? Or a sales email?
I know copywriting can seem intimidating. So if you don't know where to start, here's my process to help you move forward.

0. Gather your raw material

Everything starts with research. You want way more material than you could actually use in your copy. Capture conversations with your clients about their challenges and goals, personal stories, industry insights, and anything else that could be useful.

1. Set up your structure

You want to make a compelling argument by presenting your messages in the right order. That's why the first step is to outline your piece.
Luckily, there are proven formulas you can follow to guide and speed up your writing process.
For example, PASO: Problem, Agitation, Solution, Outcome.

2. Fill in the big ideas

Write down the high-level ideas for each section. You don't even have to use coherent sentences yet. If you're drawing a blank, dive back into your research and gather more raw material.

3. Write full sentences

Now, turn your scribbles into full sentences. Remember to keep your sentences and paragraphs short. Big blocks of text look intimidating and are harder to read.

4. Take a break (my favorite part)

Put your copy aside, and don't look at it for at least a day...ideally a few days. When you come back to it with fresh eyes, you can spot weaknesses more easily.

5. Edit your copy

Read your copy out loud and check if the sections flow into each other.
Then, answer the following questions: Is it clear? Does it trigger the right emotions? Is it obvious what's in it for the reader? Is it believable? Is it specific? Did you remove any risk?
If you can, get feedback from a trusted source.
And after a spell and grammar check with a tool like Grammarly or Hemingway, your copy is good to go.
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