Plan, write, edit: my three-step process to writing copy for your business
It’s my mission is to make people feel way more confident and comfortable when it comes to writing.
And writing web copy is as much about the process as following the structure of the page.
Having a process will not just help you write your home, services and about pages, but it will also help you whenever you need to write anything: emails, blogs and social posts.
Plan with intention
First of all, I want you to ask these questions that will help you write the piece with the most intention.
What is it? What is it that you’re selling? Write in plain English, no jargon. Write so your six-year-old can understand it.
Why? How does your service help them? What do they need from you? Forget the features – what are the real benefits they’re going to get from working with you? What’s the transformation – how are they going to feel after working with you?
Why you? What sets you apart? What’s your USP (unique selling point). Why should your customers choose you and not the millions of other service providers out there who do the same thing?
So instead of having on your to do list: ‘I must write my about page’ or ‘I really need to get this blog post out there’, start with these questions.
You’re turning it from a task that has to be done into an intention or piece of work that’s going to add value.
So you've now got a goal for the thing that you're creating.
That goal is to make your copy engaging.
It’s going to engender some kind of change or transformation in your reader, even just a small one.
How do you make that transformation happen?
By writing persuasively.
Persuasive copywriting techniques include storytelling, writing conversationally and empathy: having a deep understanding of your ideal clients.
This compelling copy appealingly describes your services, tells your story or draws them in and encourages them to contact you.
You need to offer your audience a helping hand to get there. It’s a bit like a bridge. They're on one side of the bridge, knowing, feeling and doing certain things in their current state of now.
They need your service, but they haven’t bought it or worked with you yet. You're going to try and walk them over the bridge to a different place where they will know, feel and do something different.
Write without judgement
Now you’ve worked out how you can really help your clients, it’s time to write the content.
Clear your diary for an hour or two and just let it flow. A bit like when you’re having a conversation with a lovely friend and you chat and exchange ideas and share your emotions back and forth, and the time flies and you never feel stuck for what you’re going to say because it comes so naturally.
Don’t critique as you go along as you’ll lose your focus. Before you've even finished the sentence, you’ll be second guessing yourself, like, oh, maybe there's a better way to say this or maybe I should use this word instead.
Imagine if you were with that same friend and they kept interrupting you saying, why did you use that word? Or, well, that sounds weird, why the hell are you mentioning that?
If they kept criticising you, you would never get to that state of flow. You wouldn’t be able to find the words because that kind of criticism would close off your creative energy. BAD VIBES!
You give yourself bad vibes when you try to write your content AND review it at the same time.
Only when you’ve finished writing should you go on to the next stage of reflection and review the content that you've written and make your amends.
So park the reflection stage of your writing until after you've had a good writing session.
Have a break and then come back to it later. I like to call this letting the copy ‘breathe’.
You may be able to leave it for 24 hours or just a few minutes. But it’s crucial to go away, have a cup of tea, do something else, go for a walk, put a load of washing on, whatever. Just return with fresh eyes and a new perspective.
Repeat the process with a second draft (I always give my clients two rounds of amends, plus a final proofread) and then get it published or posted.
Let’s sum it up
It’s a three-stage process for a reason, so don't try and do it all at the same time.
Plan what it is you're going to write and ask the What, Why and Why You questions
Write without judgement
Let your copy ‘breathe’ and Improve it later with fresh eyes
Want to learn more about why you? Let’s talk about brand messaging – get in touch