A Step-by-Step Guide to the Copywriting Process, and Why Each Stage Matters
No matter who you are or where you work, chances are you’ve heard of copywriting. Of course, even if that’s not the case, you’ve been surrounded by the talented work of countless copywriters your entire life.
How is this possible? Well, it’s actually pretty simple — copywriting is the art of crafting content that inspires the reader to act, so it’s all about marketing, communicating, and convincing. Anything in that vein, from the ads you see on TV to the tantalising descriptions in an online store, has been written by a copywriter.
If you sell any kind of product or service, or are part of a company that does, then you could well be in close contact with copywriters themselves, and maybe even the copywriting process directly. But if you’re not the one doing the writing, it’s possible you don’t really know how the whole thing works; those copywriters could be conjuring great marketing copy out of thin air, for all you know!
Well, that’s where we come in. Demystifying the copywriting process isn’t just about getting your facts straight — it’s about getting a better understanding of a vital skill that can take any business to the next level.
Great copywriting can build your email list, boost your conversion rate by turning browsers into buyers, or tell the world about a brand-new product in a way that’ll have them wondering how they ever lived without it. And even if you never write a word of copy in your life, knowing how a talented copywriter does their thing could be a great way to get involved and make sure the results are the best fit for your brand.
So, how does the copywriting process work? We know what the finished thing itself looks like, but how does a concept go from scribbles and notes to finely-tuned marketing magic? Stick with us as we reveal the behind-the-scenes of the copywriting process!
Why is the copywriting process so important to get right?
Great copywriting offers a variety of tangible benefits to a business, from instilling trust to inspiring action, boosting engagement to introducing a new product. When done right, the copywriting process is about exponentially improving the likelihood that the reader will click the link to purchase, subscribe, find out more, or whatever else you’d like them to do.
Copywriting is about more than just writing text that meets the needs of a client; it involves getting to know the target market, working with the client to ensure everything matches the brief, and incorporating visuals, research, and other elements into the content to achieve the best results.
Think we’re over-egging it? Not really! The vast majority of readers don’t go beyond the headline and intro of a post, so what’s the special ingredient that makes people read further? It’s great copywriting, of course.
So what exactly is the copywriting process? How does a writer pull together all the instructions from the brief, coordinate the research, and use the tone and style required to write a cracking piece of content? Well, we’ve got a step-by-step process that’ll explain everything. Whilst not every copywriter will follow this word for word, it’s still a popular baseline amongst ‘copy-smiths’ that almost everyone will keep in mind.
Step 1: Zeroing in on the target market
A scattergun approach that targets everyone could mean the message doesn’t hit powerfully enough with anyone. It’s vital to work closely with the client, and conduct comprehensive background research on the demographics they want to appeal to. This allows the tone and content of the copy to be precision-focused on what’s likely to hit home.
To get the customer-oriented tone needed, a copywriter will conduct targeted research. What does this mean? It means finding out who the client’s products or services are aimed at, where they are, and what specifically it helps them with. The copywriting process aims to create a lightbulb moment for the audience — something that’ll have them saying, ‘I need this right now!’ about your product.
Step 2: Learning everything there is to know about what you’re selling
A copywriter needs to know exactly what they’re selling if they want to write confident, compelling, high-value content. Whether that’s a product, a service, or something else, the copywriting process has to include a full breakdown of whatever you’re trying to sell.
The brief from the client is a good place to start, but there’s a lot more to it than that! Copywriters are likely to scour customer reviews and study past marketing materials, learning all the technicalities of a product in search of a unique angle. This part of the copywriting process involves an awful lot of research, such as locating credible resources, stats, and source material.
The text produced needs to be authoritative in order to gain the trust of its audience and inspire positive action. A well-researched piece, rich with facts and confident in its delivery, is a powerful and beautiful thing.
Step 3: Getting really clear on the purpose of the content
Before writing a word, a copywriter has to know exactly what the content is designed to do. This is why the call to action is often one of the first things written, and why it forms a basis for everything else that comes before it.
To get this crystal clarity, the copywriter works closely with the client to ensure they know the desired outcomes. Do they run a start-up and need some visibility and fanfare? Are they building an email list and want as many subscribers as possible? Or are they an established enterprise that has noticed a dip in their conversion rate?
Whatever the case, a crucial part of the copywriting process is understanding what the content is designed to do, and keeping that in mind from start to finish.
Step 4: Coming up with a structure
There are a few different parts to creating the framework for a piece of copy. The copywriter will come up with compelling headings, figure out the approximate length of each section, and plan how to draw the reader in and encourage them to stick around. They also consider other elements, such as images, tables, quote boxes, and more.
From the technical aspects to the artistry of words, the most important part is taking the reader on a journey. Just like a novel (although, maybe in a more abstract way), there has to be a beginning, middle, and end.
This stage of the copywriting process is also where SEO (search engine optimisation) will be considered. ‘Keyword stuffing’ is when SEO keywords are jammed into the content to the detriment of the natural flow and language, and it’s one of the fastest ways to lose a reader’s interest. This content crime must be avoided at all costs! Keywords should bump the content up in search rankings, whilst still reading naturally and feeling noninvasive.
Step 5: Writing (finally!)
The big moment has come, the main event is here. The copywriter now cracks their knuckles, hunches over their laptop, and actually starts writing. As you’ll no doubt have noticed, we’ve reached step five of the copywriting process before our copywriter has got down to the part they’re actually named for!
You may think that’s a little strange, but it’s necessary if you want the job to be done well. All that planning keeps a writer focused, motivated, and in-line with the client’s wishes.
They now know exactly who they’re writing for and why, and exactly what language and tone of voice to use — all thanks to their diligent research and thorough communication.
As part of the writing process, the copywriter will always keep their focus on providing high-quality content for the reader. The text needs to serve a purpose, whether that’s to entertain, inform, or solve a problem. And this is where the ‘storytelling’ part comes in, too, no matter the specifics of the copy.
The first section of the piece will spell out exactly why this content is important to the reader, or how it can solve a problem they’re experiencing — even if it’s one they weren’t aware they had. This is the set-up, or the ‘inciting action’, as story writers like to call it. The writer is posing a problem, and the reader is invested in how the problem gets solved thanks to the way it’s been written.
Next, the writer will provide examples, so the reader is confident that their experiences are recognised and understood. This middle part can be full of all sorts of content or techniques, depending on the circumstances — it can be a little harder to pin down specifics. But, just like a story, this is where the writer will expand on the initial concept, and keep the reader engaged.
Finally, the copy should provide actionable solutions, which culminates in a call to action towards the end of the article. Once they’ve finished reading, the audience should know exactly what they need to do next. This is the resolution, the bit where the heroes slay the dragon or the protagonist gets their love interest — only now the reader gets to be the main character. They see how their own ‘story’ can be resolved by following through on that CTA.
Step 6: Editing and proofreading
Of course, writing isn’t the end of the copywriting process! Next comes the editing and proofreading stage. The importance of this element can’t be understated: the world’s most well-crafted piece of content can be completely undermined by a rogue typo or grammatical error.
However casual and chatty the tone, the reader needs to trust in the writing — and, by association, the brand. Mistakes can seriously dent the professionalism of the content, and erode the trust the writer’s trying to build. After all, if the brand isn’t able to recognise and resolve an error in its written content, how far can the quality of its products or services be trusted?
This is why the copywriter undertakes multiple checks to ensure that everything is perfect, error-free, and scans well. Most writers will proofread thoroughly at this stage to ensure the client is sent the highest-quality draft possible. It’s likely that the client will proofread it too, but the more checks, the better!
Most copywriters will make sure things are as error-free as possible before sending content back to the client, but the process can differ from writer to writer and business to business. If they’re in-house, the copywriter may not need to worry about it too much, as the business may have an in-house proofreader on hand to do that step. A freelancer is likely to be responsible for that part themselves, or for their client to have another proofreader as well. Copywriters who work within an agency may have a proofreader who works alongside them, or the agency may have a separate proofreader themselves, so everything is perfect on their end before it goes back to the client at all.
Of course, a client will usually check everything before they go ahead, but it’s always better to be safe than sorry!
Step 7: Sending the first draft to the client
For a new copywriter, sending your work back to your client can be a nerve-wracking proposition. Even seasoned writers will wait with anticipation to ensure that the client is happy with their work.
A professional copywriter doesn’t just need to be an exceptional wordsmith — they also need to be thick-skinned, adaptable, and able to react positively to constructive criticism. The writer has to take on board comments, advice, and requests for changes, all without taking things personally; instead, they should see it as an opportunity to polish the piece and hone their skills even further.
Step 8: Incorporating feedback
The revision stage of the copywriting process involves receiving and incorporating changes — in other words, making amendments based on the client’s feedback. Every project is different, so there may be only a few little tweaks needed, or the piece could require a more substantial overhaul before going back to the client to check again.
However, it’s not always as simple as taking out a section or writing a couple of new paragraphs. If there are big changes to structure or text, the whole thing needs to be scanned again for changes in overall flow or coherence. And each time, it’ll need re-checking for errors, too.
At this juncture, the client may also require fact-checking; the copywriter will need to go back to their sources or undertake new research to get the statistics or information required.
It’s a painstaking process, but it’s worth it to make sure that only the most high-quality content sees the public eye.
Once all this has been done, the content is re-submitted to the client, who — utterly thrilled — signs off on it. The copywriter’s work is done… until the next order hits their inbox!
Why the copywriting process is best done professionally
The life cycle of the copywriting process is like the journey of a caterpillar to a butterfly — wondrous, but complex! The copywriter needs to work closely with the client to produce high-quality, SEO-rich content. They’ll need to keep language and tone in mind, weave in a convincing CTA, and create a narrative journey that makes the reader feel like they’ve got something just from looking, even if they don’t follow through.
And in the end, the writing itself is a single component of the overall process! With so many factors to consider, leaving copywriting to experienced professionals — like our talented team at ZippyLingo — is a great way to make sure you get the results you want.
Delighting our clients with bespoke and powerful content makes our world go round. If you need the power of super-charged copywriting that can turn the casually-interested into the utterly-converted, then we’d love to get to know you and your business. Drop us a line at ZippyLingo, and let’s chat!
