My 4-Step Approach
Writing Copy That Clarifies, Converts, & Carries On
​
1. Ideation
My writing process begins with understanding the product or service. I meet with the project owner to establish a clear positioning statement and answer any outstanding questions.
​​
Further research is then conducted to identify high-performing competitors, language that resonates with our audience, and any potential for blue ocean strategy.
2. Drafting
Utilizing my research, I begin to write the copy. I base my formats on best-in-class examples, pulling from works that speak directly to either industry professionals or a consumer audience.
The brand's distinctive tone of voice is paired with feature benefits to produce informative, engaging copy. I present options to exhaust messaging alternatives and build team alignment.
3. Creative
I always provide final-approved copy with written direction or visual examples. If needed, I create my own rough mock-ups to improve communications with the creative department.​​
​
My copy approach is inspired by artistic direction, so I thrive in collaboration with graphic and video design. These mediums enhance how consumers resonate with our story.
4. Optimization
Proofreading is the crux of copy. A great writer is never truly done working, because refinement takes an entire life's career.
Performance insights will directly inform the next related project that I spearhead, but my first day of copywriting still affects the decisions I make today. What makes me better is what I learn tomorrow.
