Proven 6-Step Process For Creating Results Driven Copy
Creating B2B copywriting is a highly complex process. The writer must combine a wide array of information to achieve a very specific result. Hiring a freelance B2B copywriter can be risky if you’re not sure what you’re getting.
Trailblazer Writing uses a proven 6-step process. This lets you use best practices in copywriting and innovative thinking for optimal results. Contact Derek Little to get started with a Free Consultation.
NOTE: This process is my standard approach to completing a copywriting project. It can be customized to your preferences.
BONUS: Your Free Consultation recording is available on request.
1. Free Consultation
To clarify your goals and brainstorm for the best options
Project details and turn-key options that can save you time and money.
3. Project Meeting
Discussion on everything that's needed to get started
A draft using best practices to direct your copy
Persuasive B2B copywriting that tells your story
Copy that meets quality standards with revisions
What My Clients Say
These email nurture messages look really good. Short and to the point.
The 6 Attributes of Results Driven B2B Copy
Want your copywriting to be effective? Then it must be custom written to reach your specific goals. And it must appeal to your specific audience. The better the copy, the better your results and greater your ROI. It’s simple math. You can’t afford to “wing it” and hope for the best.
That’s why I created my 6-step process. It eliminates misunderstandings, gets your project done sooner and ensures your final copy is on-target and persuasive. Most importantly, you’ll get valuable marketing tools for reaching your goals.
Marketing Directors. Agency Creative Directors. Small Business Owners. You know you need great copy to fuel your marketing campaigns. You’re under pressure to get results. Especially for generating quality leads. How will you do it? Where should you begin? What role will your copy play in your sales process or your business?
My Free Consultation lets you brainstorm all your options and clarify your goals. It can uncover which questions must be asked for the copy to get the results you want – questions that could make or break your campaign!
For example, questions for a lead generation campaign may include: What’s the offer? Who’s the audience? Why is your offer important to them? What’s the next step you want them to take? What will get them interested and motivated to act?
On the other hand, questions for a public relations article may be: What will make your article newsworthy? What’s the right story angle? Who should be interviewed? Which of your product’s features and benefits should be spotlighted? How will you create buzz?
BONUS OFFER: FREE meeting recording is available upon request for reflecting on our discussion.
NOTE: During my Free Consultation I’ll ask you the single most important question that determines the success or failure of your B2B marketing piece.
Next comes your proposal. It summarizes everything we discussed in your Free Consultation. Not only does it provide details on your ideal solution, you get a turn-key package of options. There are many smaller supporting pieces that go into a successful B2B marketing campaign. As the Marketing Director you’ll have to find a writer for those, too. My proposal saves you time and money by anticipating what else you may need for a successful campaign.
Your proposal gives you a complete project overview so there are no misunderstandings. This includes your goal and details on your copy. But also all the extra services I provide such as meetings, research, and interviews. Your timetable for completion, revision process and agreed upon price are also included. At a glance you can review expected results, project milestones and payment terms so there are no surprises.
Your turn-key package of options will help eliminate worry about what to do next. These project related future copywriting options could include any of my 25+ copywriting services such as articles, landing pages, web copy, E-Books and more.
Initial Project Meeting
Your project meeting is arguably the most important part of the whole process. All the information needed to complete your project is discussed. Research and background materials on your business, products, target audience, and competition must be gathered. Don’t worry, I have a system for simplifying and meeting this need.
To begin with, what does your product do? What does it cost? What are the features and benefits? What are the important key messages I need to convey? How is it different from your competitors? How does it work? This knowledge can improve your copy in many ways.
Next, I need to know about your target audience. How do they make buying decisions? What do they need to know? What factors influence their decisions? What’s their job title? Which industries do they work in? What keeps them up at night? I need this information to motivate them.
If you have a creative brief, I’ll get that from you now. And I’ll collect background materials like brochures, sell sheets or case studies that can improve your copy. Of course, I’ll do additional research. And I may even interview third-party experts to improve the credibility of your piece.
Copywriting best practices and techniques are used to structure your copy outline. Any part of the research I’ve gathered so far could play an important role in drafting your outline. Seemingly unimportant details could play a key role. Your initial vision of the piece may need to change slightly depending on what the research shows. So, it’s important to keep an open mind at this stage.
The copy planning process involves managing the order of ideas. I typically do this with bullet points. A logical flow makes it easier for the reader to move from one idea to the next. Choosing the right structure is important, too. Best practices and proven formulas may be used to increase the effectiveness of your piece. Though, an outline may not be required for a one-page project such as a landing page.
It’s important to review the progress of your copy at this stage. The outline will let you visualize how your project will read when complete. If you think of new ways to improve your copy, now is the best time to advise me on what changes you want. Or, you can confirm your copy is heading in the right direction. This review step is especially important for larger projects like a website or a ghostwritten article series. For these types of projects, I may also provide a copy sample.
Writing and Revising
Storytelling, headlines, body copy and other copywriting techniques are used to persuasively deliver your messaging. If your product is complex and obscure, that’s not a problem. Storytelling can be used to create tension and drama that compels your targeted audience to act on your offer.
A strong lead can hook your audience into reading the copy that follows. Next, I craft the sentences, paragraphs, transitions, bullets, captions, quotes, and summaries that are needed to complete the copy. I usually write headlines and sub-titles last to summarize your piece. And I may spend as much time on these as the rest of the piece.
Before I can write a word of the actual copy, I may have to lay some groundwork by creating strategic copy. This may include an exhaustive list of all the features and benefits of your product. Another consideration is the creative process. The best copy is only possible when there’s enough time for me to think creatively. I typically need at least one week’s notice to take on a new project. An imaginative approach will add some punch.
Your copy is delivered to meet Trailblazer Writing quality standards. Revisions are added as needed. Of course, I’ll make every effort to create a perfect first draft. The overall goal of my six steps process is to create the best copy with the fewest revisions. Preferably, none. I want to eliminate any stress you might experience or that might delay your marketing campaign. Revisions may involve editing the voice, flow and fluency, word choice, or copy conventions used in the piece.
In most B2B copy projects the preferred voice is conversational, friendly and inviting. Like how you’d talk to someone at a trade show. Your may want a more casual or formal tone. Adjustments can be made to create the right style to match your existing communications, while the sentence fluency should remain easy to read and understand.
The right words can make your copy more persuasive. Industry specific terms relevant to your audience could be added at this stage to increase relevance. Conventions such as spelling, grammar, and punctuation are checked for proper usage. And I’d like to add that I use a professional proofreading service to ensure my quality standards are met.
My goal at this final stage is to create a marketing asset worthy of helping you win an award!
Want Results Driven Copy That Persuades and Compels?
Small Business Owners
You have a lot of decisions to make besides marketing. You don’t have a lot of time. Your priority is generating more leads & sales. You need someone who can bundle marketing advice with quality content.
Freelance Web Designers
You’re a full-time Web Designer or small Design Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
Social Media Agencies
You’re a full-time Social Web Marketer or small Agency. Your clients sometimes need website copy, a landing page or other writing services but you’re not a writer. You sometimes need a good writer to bring in on projects.
Marketing & Sales Agencies
You need help from a writing professional when you get overwhelmed. You need help writing long copy like Articles, Case Studies and White Papers. Deadline pressure demands good quality work done fast.
Video & Radio Producers
You’re a highly creative video or radio production company. You’ve got great video or radio but more often than not need a good script too. When you partner with a copywriter you want them to act like a member of your team.
You need a writing professional you can count on. You’re under pressure to get the job done, and the writing is typically what holds up your projects. You need the best quality work because it represents your portfolio as well.