“There are just too many products, too many companies, and too much marketing noise.”
Jack Trout and Al Reis, Positioning: The Battle for Your Mind (1980).
The 7 Quality Checkpoints of High-performance Copy and Content
Struggling to get marketing results with your copywriting or content? It’s more complicated to create than you might think. There are multiple steps, and the quality of each determines your final outcome.
1. Project Information
Marketing is cumulative. It’s critical to get it right because your copy is often the only part of your marketing your prospects see. Your copywriter must have a Creative Brief to guide their work or they’re left guessing.
This information should describe who’s reading the copy and where. The more it’s focused on a specific audience for a specific reason the more leverage the writer has to get results. Copy directed at everyone for any reason is like trying to boil the ocean.
2. Research plan
There’s two basic parts to creating a piece of copy or content. There’s the “what,” or the information deliverable. Then comes the “writing” itself. You’re mistaken if you think a writer simply sits down and starts writing. First comes the research. And it’s wise to make a plan for collecting the research, too. The primary focus is usually the target audience. What do they want? What will motivate them to read the piece?
As much as companies love their products, customers care about solving their problems. What excites them? What keeps them awake at night? What do they already know about your topic? What argument or explanation will engage them?
3. Research gathering
Copywriters are experts on writing copy. It’s wrong to assume they must be product experts, too. The copy should be focused on the audience not the product. Too much product knowledge could limit the writer’s ability to be customer-centric. In a hyper-connected digital environment, content is the new commodity. Good research reports are used repeatedly. Want your content to stand out? You need original research – interviews.
Interviewing lets a writer instantly plug into the expert knowledge of anyone who’s relevant to your content.Asking the right interview questions is the master skill of a good copywriter. It’s the key to creating high-value content that attracts the best customers. Your product manager, salesperson or one of your customers could be sources of information for commodity resistant content.
Every type of copy has an underlying structure. Email campaigns and video scripts are structured for persuasion. Informational content like eBooks or White Papers are designed to be rational and objective. Content that tells a story such as a case study or article is structured for that purpose, too.
The copywriter must determine the copy structure based on the Creative Brief. Once a basic outline has been determined, the writing can begin. However, this is just a starting point. The copy structure may change slightly depending how the project comes together.
Copywriting is more of an assembly job, than writing. In fact, it’s nothing like what most people think of as writing. The research is assembled rather than written into the outline. The purpose of the initial rough draft is to make an idea that’s intangible more concrete and prepare it for the next step.
At this point the copy is little more than halfway finished. The writing is an initial rough draft for the writer’s eyes only. It’s at the next stage where the real copywriting magic happens.
Your copy must be road tested. And the race simulator for copy is inside the copywriter’s imagination. To run it, they imagine themselves walking in the shoes of the target audience as they read the copy. How will the reader will react? Will the copy persuade or educate them as directed by the Creative Brief? The goal here is to shape the copy until it aligns perfectly with the Creative Brief in the fewest possible words.
But the creative process takes time. An incubation period is needed for the best ideas to evolve and reach their full potential. This stage can take longer than all the previous steps combined. Try to speed up the process and the copy will suffer. The best approach is to use a marketing calendar to plan projects in advance rather than rush the copy to completion.
Proofreading the content is the final step. The proofreader doesn’t need to worry about the meaning of the copy or its impact on the target audience. So, they can focus on the written form it takes.
Their job is to eliminate distracting grammar issues, spelling mistakes or sentence structure. This job is best left to professional proofreaders with fresh eyes and advanced degrees in English.
Give Your Copy More Grip
Your company may spend 100K annually on marketing, but your results will be severely limited without effective copy. A Creative Brief gives your copy its best chance for success. There’s more to copywriting than the writing. In fact, 80% of the work is something other than writing.
Here again are the seven checkpoints to achieving results driven Trailblazer quality copy.