Whether I’m writing a campaign for Art.com’s homepage or brainstorming a creative name for one of my partner’s sushi dinner parties, I always take the same steps.
Let’s take this email copy (below) for example.
- Write marketing copy that quickly and effectively communicates the benefits of the featured product
- Get the customer to convert (AKA make a purchase)
Now, I’ll give you a window into my process so you can write copy quickly and effectively too.
Step 1 – Create a solid word bank.
Don’t be picky. Just write down a list of words that come to mind as you brainstorm entertaining ways to communicate the product benefits.
For the example above, I made a list of words and phrases revolving around word art and ways to update a space:
- Word art
- Fresh look
- Fun art
- New beginnings
After you create a list of words and phrases you’re satisfied with, use a thesaurus to make it bigger. Look up idioms or fun puns too (if they’re in line with the brand you’re writing for, that is).
Trust me — often times these word banks make me want to throw up because they’re such crappy regurgitations of what I actually want to say. Don’t worry, though. We’ll get there.
Step 2 – Start writing your copy.
Move your word bank to the bottom of your document so you can start writing copy options above it. This is how I prefer to work but you may prefer something different. I like seeing the word bank I brainstormed beneath where I write so I can quickly reference it for inspiration, but it still feels like I’m starting out with a blank slate.
I like to give stakeholders three copy options for every asset they request so they have a variety to pick from.
I format my working document like this (below), listing options I prefer the most in the first slot so the client/stakeholder reads it first.
Step 3 – Keep a copy dump.
Instead of deleting copy I’ve written (but do not favor compared to more solid options), I move it to a copy dump at the very bottom of my working document. Sometimes, I end up writing copy that doesn’t necessarily work for the product or brand at hand, but could work for something else down the line. I also just like the fact that I can look back at my working documents and see why I made the strategic decisions I did (always helpful when selling your work to a client/stakeholder).
There’s so much more to copy strategy (competitor analysis, brand messaging, etc.) but this is a quick glimpse into a process that can help you write well quickly.
Questions or comments? Let me know.