Following a proven copywriting process not only makes writing easier; it’ll also make your copy more persuasive.
This article discusses how to assemble rather than write your copy:
What is copywriting?
How to gather input for your copy: 5 questions
How to assemble your copy
How long does the copywriting process take?
A proven copywriting process
Oh my.
Writing copy is hard, isn’t it?
We’ve all been there.
You’re staring at a blank sheet. You try to conjure up your headline. But the words won’t come.
Trying to summon your muse?
Think again.
Good writing isn’t about inspiration.
But about preparation.
When you know how to prepare and plan your copy, writing becomes a breeze. You’ll never stare at a blank sheet again.
Shall I explain?
What is copywriting?
Writing articles or blog posts is different from copywriting. In a blog post or article, your purpose is to educate a reader and encourage him to implement your advice. This is how you build your authority as a blogger, and how readers come to trust you.
Learn more about the process for writing blog posts and articles here >>
How to gather input for your copy
Writing copy becomes much easier when you gather your persuasive arguments first.
And more importantly …
Your copy will tap into the needs and desires of your target audience so your writing becomes more persuasive and you can sell more.
Below follow the 5 questions to answer before you start writing.
Question 1: Who is your ideal customer?
The most important questions to answer about your customer include:
- What are they struggling with and what challenges are they facing?
- What are their fears?
- What are their aims, goals, and dreams?
Understanding your customers helps you tap into their needs and desires. That’s how you make your copy more persuasive.
Moreover, when you write to address a single ideal reader, your copy becomes more human. You stop addressing a faceless crowd, and engage each reader more strongly.
Question 2: What action do you expect customers to take?
A good sales page has a crystal-clear call to action such as:
- Book a discovery call
- Request my quote
- Start my course
- Enroll now
- Add to cart
Defining your call-to-action helps sift information that needs to be included on your sales page.
What does your ideal customer need to know before they can take that action?
Question 3: Why would customers care?
You’re selling your product or service, so that’s what you need to write about, right?
Not quite right.
Famous copywriters like John Caples, Eugene Schwartz, and Joe Sugarman have all said it: To sell your products, you need to focus on the benefits to your readers.
So, before you start writing your web copy, write down all features and translate them into benefits. A feature is an aspect of your product or service. The benefit explains why your customers would care about that feature.
For instance, a feature of the camera on the iPhone 13 Pro is:
[The] software and ISP automatically refine contrast, lighting and skin tones for each person.
And what’s the benefit?
(…) everyone always looks amazing.
And a feature of my copywriting course is:
Get detailed guidance on the 5 final steps to a YES!
And what’s the benefit?
(…) overcome buyer inertia to get more sales.
Benefits make an emotional connection with readers, and that’s why people buy. Detailed descriptions of features add substance and credibility to your writing, and they help justify a purchase.
Customers don’t buy a product, they buy the transformation that product delivers. How will your product or service make their lives better?
Question 4: Why would customers believe in you?
To make your writing persuasive, it’s not enough to simply explain what the product is (the features) and what’s in it for customers (the benefits).
You also need to prove your claims.
Weave 3 types of proof into your copy:
- Testimonials from customers; these are especially powerful if they explain how your product or service solved their problems.
- Specific features and technical details—don’t be afraid to share the details of what your product does because these details make your copy more credible. For instance, eye-tracking research suggest that web visitors get fixated on numbers in your copy—but only when written as digits. So, think about which numbers and other details you can share.
- Test results, customer service ratings, and third-party research can all contribute to creating a credible picture of what your product is and how it performs.
To make your copy more persuasive, provide proof for your statements.
Question 5: Why might customers hesitate?
Whether big or small, objections can stop people from buying.
So, to persuade people to buy, crush their objections in your copy. For instance:
- If they think your price is too high, make sure you demonstrate the value of your offer.
- Especially if selling a course or coaching program, make sure readers feel confident that they have the skills or can acquire the skills to implement your advice.
- If people worry it may take too much time, for instance, to install an app, show them how easy it is to do.
To find out why potential customers may hesitate to buy from you, ask existing or potential clients whether they hesitated to buy and why. Also, ask what questions they have. An unanswered question can stop them from buying.
Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.
How to assemble your sales page
Once you’ve gathered the input, writing a sales page becomes a matter of assembly.
You have all the building material. You only have to put them together, and then apply a little paint.
So, how do you assemble copy?
A good page follows the inverted pyramid. This means that the most important information comes first:
- The value proposition quickly makes clear what your page is about and why it matters to your readers. The value proposition usually consists of a headline, possibly a subheading, and three to five bullet points or a couple of introductory sentences. This is what customers see before deciding whether to click away or stay.
- An opening paragraph often describes how a product or service helps transform a person’s life.
- A list of bullet points explains features and benefits of a product in detail.
- Credibility enhancers such as testimonials, customer service ratings, supporting data, and endorsements are used throughout the page.
- Objections are dealt with when they come up in a reader’s mind. Bigger objections are dealt with early on the page, smaller objections later on the page.
Assembling a sales page means ordering your persuasive arguments in a logical order—the most important information comes first.
How long does the copywriting process take?
I used to think copywriting was hard and painful.
But I learned that following a step-by-step process makes copywriting a lot more fun.
How long the process takes depends on how much knowledge you already have of a product and its customers, how long a sales page will be—a more complicated and more expensive product usually requires a longer page, and how experienced you are as a writer. A short product description may take only a couple of hours or even less; a long sales page may take a few weeks to write, especially if you include time to do research.
The first step is to assemble all persuasive arguments and create lists of what needs to be included.
Legendary copywriter David Ogilvy did 3 weeks of research to assemble information for his famous Rolls-Royce ad. You can go much quicker if you have an intimate knowledge of a product and its customers already. As this is the most important phase of copywriting, try not to rush it. The better the input, the more persuasive your copy becomes.
The second step is to assemble a rough draft. For a long sales page, this may take two or three days. For a shorter page, it goes faster. It also depends on experience.
The last step is to edit and proofread your copy. It’s useful to look at copy with fresh eyes, so I like to spread the editing work over two or even three days. Again, it depends on experience and the length of the page, how long this step will take. You can also outsource some of this work to an editor or proofreader.
An (almost) pain-free copywriting process
I often hear people say that they hate writing copy because it makes them feel pushy.
But good copy isn’t pushy.
A good sales page is a conversation with a potential client. You explain what you offer and what’s in it for them. You can do this in an honest, non-pushy way.
Once you’ve explained your offer, nudge readers to make up their mind whether their product is right for them.
So, to sell your product or service, you don’t need to sell your soul.
Instead, understand who your customer is. Know how to tap into their desires and dreams. And take away any objections.
Simply believe in what you offer, and communicate your offer with clarity and passion.
Good copy is human, engaging, and persuasive.
Recommended reading on the copywriting process:
How to teach yourself copywriting (on a shoestring budget)
How to Write Seductive Web Copy (Kindle book)
The Enchanting Copywriting course >>
Henneke, I love your emails. LIKE A LOTTTTTT…
But, sometimes, I don’t understand the real meaning that you were trying to deliver. I mean, it becomes so theoretical that I almost lose my interest.
One reason can be,
Your tactics don’t fit directly in my business
OR,
I haven’t reached that stage where I am facing these issues on a daily basis. (like a huge rush) Maybe:/
For the first one, can you suggest me some tips or share the guides that you created specifically for the B2B Emails?
Do you mean how you sneak into your customer’s mind and then use that to write copy?
See, for instance, #1 and #2 here: https://www.enchantingmarketing.com/copywriting-examples/
And specifically on sales emails, there’s more here: https://www.enchantingmarketing.com/how-to-write-sales-emails/
I love your articles but I can’t seem to open any of the slide presentations. Nothing happens when I click the arrow or the slide. And right clicking doesn’t offer the option to open any links. I also don’t see that anything is blocked on my end.
Any advice?
I could definitely use a pain-free process for writing sales copy.
How frustrating! I’m sorry about this. Are you able to click through the presentation on Slideshare? Here’s the link: https://www.slideshare.net/HennekeDuistermaat/a-pain-free-process-for-writing-seductive-sales-copy
That works! Thanks so much!
As always, great copywriting tips. The preparation phase of writing is the most crucial that non-practitioners of the copywriting craft often tend to skip and start writing a draft.
It’s akin to starting your engine and starting to drive without even having a clear idea about your destination so you can map out the best route one should take.
I’m particularly taking to heart “write with your ears”. Listening to your audience is the key to coming up with blog post ideas and focusing your writing on answering the burning questions from your potential readers.
Many thanks.
Yes, I agree—many underestimate the importance of a good preparation. I like to see copywriting as assembling rather than writing from scratch. You “steal” the words from customers, repeating back their problems and wishes.
Thank you for stopping by, Alex. I appreciate it.
Hi Henneke,
How to sneak into the mind of the buyer or reader to understand their pain points? Related Forum discussion, an overview of comments are some ways.What is your personal approach?
You draw the picture by imagination (while hunting for pain points) or collects from other sources.
Bundle of Thanks.
For my own business, I’ve used a mix of tools to understand my readers. In the beginning, I Skyped with a few readers. Often in-depth interviews are more useful that superficial surveys. I’ve also asked questions by email. I continue to learn more about how I can help readers. Now, mainly from blog comments and forum discussions (for my paid courses).
Great post. The only time I’ve ever had writers block on a copywriting project is when I was working at an agency and a job would come to me with little to no brief.
In my head I’ve kind of had my own 3 step process:
1. Work out what you gotta say
2. Say it
3. Work out how to say it better
That’s always kept me in paid work and happy clients 🙂
Yep, that’s it! Well put 🙂
Special thanks for this one, Henneke, I loved the illustrations! I’m so inspired when I see authentic and consistent brands like yours, thank you for being an inspiration.
Also, i think you’re making the best point ever when saying that the key to good copywriting is preparation. Writing is just 15% of the process….Listening is the base of success 🙂 Loved it, happy weekend!
What a lovely comment. Thank you, Antoniya.
And yes, I agree with you – putting the words on paper is only a very small part of the writing process!
I hope you’re enjoying your weekend, too.
Smooth over with sand paper 😉
Tactile, tactile, tactile!
Well, you know I love sensory words … 🙂
This is spot on Henneke. I am a member of American Writers and Artists Inc. headquartered in Delray beach, Fla. USA. their flagship course is 6 figure copywriting. It is centered around Michael Masterson’s Architecture of Persuasion which you seem to have knowledge of in your post.
Thank you, Michael. I don’t know Michael Masterson’s Architecture of Persuasion, but I have heard of AWAI!
Hey Henneke,
Great slideshare presentation.
The point about why they might hesitate and answering all of those questions so they have no reason to is so key. Doing that means you truly know their pain points and what their doubts may be with taking action. So answering those doubts at all costs BEFORE they can have it is the best way to go. And that takes research and preparation.
Excellent presentation here.
– Andrew
Yep, that’s true. It takes time to research, but I think it’s worth it; and over time, you can do less research as you get to know your audience better.
Thank you for your kind words, Andrew!
A good 5 step process to plan your copy. I love the Slideshare format Henneke. It’s visual, snackable and easy to digest.
Kind regards
Mark
The SlideShares are fun too create, too!
Thank you, Mark. I appreciate your comment (and all your sharing!).
Good points, all.
The one that I often see abused is focus on a single CTA. That’s often a problem for business owners writing their own copy, not so much with professionals. It’s important.
Too many choices, any choice, is apt to confuse the visitor. If you don’t know where to send them, then maybe you need a better understanding of who they are.
One more thing – you might not want to peer too deeply into my unfulfilled desires. ?
Haha! Yes. I won’t poke into your brain too deeply. I just focus on your writing wishes 😉
Henneke! I loved the pic of the brain surgery! I laughed and laughed! Great job!
I also like slide shows a lot, but I think they take more data and I have to be careful about running low.
The content was superb. So easy to understand, and I MAY EVEN remember without having to come back here over and over. 😉
Yes, that might be true – about the data. I hadn’t thought about it.
I’m glad you enjoyed the content! 🙂
Very simple, but very good advice. If you can tick off all those fundamentals in your writing, you’re on to a winner. And I loved Jon P’s suggestion that these five points apply just as well to a home page on a website. Or even an About page.
Love your cartoons, as ever.
Cheers, Mel
Yep, so true … as long as you can find the right answers to the questions, you’re on to a winner!
Thank you for your lovely comment, Mel. Always good to “see” you!
Great post, Henneke. I agree figuring out what to write is half the battle, maybe more. Some posts come so easy and others are like assembling a cabinet with tweezers. Thank you for these tips.
Yep, figuring out what goes on a web page is often more than half the battle for me!
Sometimes, it seems I’ve misplaced the instructions, and nothing seems to fit. But when I keep trying, there’s always a solution.
Loved the presentation. Always a fan of your cartoons. 🙂
Thank you, Sajib! 🙂
Great tips on writing copy with your emotions. I really liked the part where you said include what is important such as an argument.
Copy writing is a skill that I need to practice.
Thank you for all your tips and knowledge.
Lori English
Writing is a skill that we can all practice more. Me, too. As soon as we stop practicing, we get rusty 🙂
Happy writing, Lori!
Nice article Henneke.
This is very close to the ideal formula for the home page of a web site:
What exactly do you do for me? (Stated with brevity and wit.)
Why should I care? (How will it make me feel, or reflect on who I am?)
How can I trust you? (Rational proof points, social proof)
What do you want me to do next? (An action that will lead me somewhere good)
Yes, this process works for any web page. The only thing to be aware of with home pages is that often you have multiple calls to action as the home page acts like a sign post sending different types of visitors into different directions on your site.
Thank you for stopping by again, Jon!
Well written, Henneke.
I found the 5 questions were equally treated with the well thought images.
Please enchant us with your cute images.
Thanks Henneke,
With best regards,
Singaravelu.A.P
Thank you, Singaravelu! I’m glad you like the images 🙂
Love your illustrations and slideshow. Your step-by-step system is a helpful reminder of how to do copywriting.
(Sometimes, the people I work with act like they know how I’m supposed to write. I need to stick with your recommendations, not theirs. What was I thinking?)
-Jeremy
Thank you, Jeremy. 🙂
And yes, try to “bully” your clients into following your process. Whenever clients tried to interfere with my process, writing good copy became a nightmare.
Hi Henneke! A treasure trove of writing gems, as always! I love the premise that inspiration is the result of preparation, not some mysterious muse.
As feedback on the format, a very fun way to look at the information, but a bit more work to go through. I would agree with an earlier comment that it’s not as mobile friendly.
Hope you had a great weekend!
Thank you so much, Kathy – and I appreciate the feedback on the format. I won’t create these all the time and perhaps keep them relatively short, so they’re not too much effort for mobile users (1 in 5 of my web visitors uses mobile!).
Happy writing!
Insanely simple breakdown of what can often feel VERY overwhelming.
Love the Sugarman quote: “You sell on an emotion, but you justify a purchase with logic.”
It’d be great to see this in a one-page checklist format. 🙂
Thank you, Aaron. I love simplicity 🙂
And great idea about the checklist!
I see an infographic in our future. ?
Yes, why not. And infographics are also more mobile-friendly!
Nice format and tips.
Thank you, Mohinish!
Great tips. Look forward to more of same. Need all the help I can get.
Thank you, Al!
Hi Henneke,
Mind blowing SlideShare. I must say that telling the readers how the product is going to help them is very essential since they are not interested in the goodness of the product but rather with what’s in it for them!
Also the tip on making each bit of writing do one job! Great tip. 🙂
And I loved your SlideShare! I always wanted to ask you, how do you create those images? They are different for each post so it must be time taking right?
I draw the images by hand with pencil, then with ink and colored pencils. It takes about half an hour to draw a simple image, and then some more time for scanning, a little retouching and adding the headline and border.
I’ve recently been re-using images either from blog posts or from the video tutorials I’ve illustrated for my writing courses. In this case, all images were re-used.
Wow! I don’t believe it! I thought you had a designer to draw every image! And was wondering the cost? How come all the images look so similar I mean if I draw two elephants they may look like brothers but not like the same one and your images all look like the same girl with different expressions!
Nice art 🙂
Thank you, Swadhin.
It’s relatively easy to make the girl recognizable as her features are quite exaggerated – especially her big nose, but also her eyes; and she always wears the same dress and scarf, so that helps, too. The shapes are all quite easy to draw (large circle for her head, triangle for her nose, stick-figure legs & arms, etc), making it relatively easy to keep consistency (although her head has become a lot bigger over time! 😉 ).
haha her head has become bigger with time! 😀
This all seems so easy but i know it should be taking some efforts. Till now I thought only cartoonists did this sort of consistent thing.
Really inspired. It helps in branding and lets see if I can think of one for my blog, though 😀
Useful tips, Henneke. But please remove the “to” from “What action should your reader to take?” in slide 10 for the sake of our sanity.
Very nicely noted. Sometimes our eyes become so accustomed to reading what we should that we ignore reading what it is!
Oops. I’ve corrected it straightaway. Thank you for spotting that, Eliza!
Very helpful! To answer your question in the email I received, yes, you should definitely create more slideshows with illustrations!
I cannot think of myself as a copywriter. I am now learning the basics, although I have no idea where to find my first clients in the future. Maybe you can give us some tips on that if you haven’t already (and I missed them).
I really admire you! I also tweeted you some questions about blogging, and I thank you for your help!
Have a beautiful day!
Emilia Tanase
Thank you so much, Emilia!
I found my first clients through guest blogging; you can read the story here: https://smartblogger.com/online-career/
However, it’s probably easier and quicker to find a client via friends or acquaintances. I’ve also heard from many copywriters that they find clients on LinkedIn. I’ve never been very active on LinkedIn, but still picked up a few inquiries there, too.
Great summary! To me, the most important point is the “Why should I care”. When a company answers that for me, I’m likely to buy it. Otherwise they have no chances.
I’m sure you have watched this TED talk, but if not, I highly recommend it.
Yep, I agree – it’s the most important point, and still quite often overlooked.
I’ve also read Simon Sinek’s book about the why, but felt it didn’t add much to his TED talk. His TED talk is great.
I found this quite interesting and helpful. It resonated well with me, because more often than not, it is tempting to jump in front on the blank space, believing that inspiration will come. While that might work sometimes, a lack of preparation will harm the copy. Those bullet points will easily become sentences rather than depending solely on wit and creative impulse. Thank you once again!
Yes, sometimes freewriting can work well (freewriting is when you just start writing what comes to mind without planning). But if it doesn’t, then the best thing is to start brainstorming and planning so you don’t need to wait for inspiration 🙂
Thank you for stopping by!
Great tips and like the format. Kind of hard to work on phone but has more impact.
Yes, I appreciate the swiping is a little irritating. On desktop, the clicking for each slide isn’t great for RSI-sufferers either. I guess each format has upsides and downsides!