The Process: How you and I go from “hello” to more LEADS, SALES, and AUTHORITY for your business.

The fundamental principle of conversion copywriting is clear: Good copy is copy that works.

• It’s good if it gets your target audience to take measurable action.
• It’s good if it helps your business reach a goal.

Conversion copywriters create copy that achieves a measurable goal by:

1. Deep-dive learning about the audience in their own words.
2. Understanding the client’s goal for audience action, based on a clear value proposition.
3. Using psychological and linguistic skill to communicate that value so that the audience emotionally must take the specified action (joining a newsletter, making a call, making a purchase, etc.) in their own best interest.

It’s not rocket science. But it can’t be learned in a year or two, either.

Fortunately, I’m here to take care of all that, so that you can do what you do best: run your business.

Here’s how easy the process is from your point of view:

1 – We Say Hello

We connect, and I get a solid understanding of your project. That includes target audience, scope, the specific goals, timeline. You get a sense if I’m the right person for you.

I will: Listen carefully. Ask questions you may not have thought of.

You will: Get a clear understanding of deliverables. You also see how my fees are transparent. You know from the first meeting the upper limit of exactly how much the work will cost. You get a clear estimate, a minimum, and a cap beyond which all work is free.

As we discuss your current copy’s conversion rates, your market share, market size, competition, and other factors, you get an idea of how much my conversion copywriting may improve your conversion rate.

• With a sales copy project that means leads or purchases.
• With an employee relations project or investor relations project, it means compliance, safety, engagement, or other measurable results.

If we’re a good fit, I’ll send a proposal. It’ll include a rhetorical plan (audience + value proposition = action you want them to take). It’ll also include a detailed list of deliverables, a firm project quote, and a general timeline.

If we’re not a good fit, I’ll try to recommend suitable resources. Either way, you’ll come away knowing more about some next best steps in your journey.

2 – I Research

Once you accept my proposal and sign the agreement, you’ll make a 50% deposit. I make it easy to pay with your company credit card.

I’ll do deep-dive research to get a detailed understanding of your target audience.

3 – I Write

A) I create and send a detailed summary outline.

This outline gives you a clear breakdown, showing you which messaging is featured on each page.

It also shows you how each piece leads your audience on a simple path to “yes”. (“Yes” may be to a newsletter, meeting, purchase, phone call, etc. Every piece of copy I write moves your audience closer to a specific action you want them to take.)

B) Once you review and approve the outline, I’ll use my copywriting skill, and the principles of conversion copywriting, to produce a polished draft before the deadline.

4 – Perfecting

You’re entitled to two rounds of revisions as part of your package.

I’ll guide you to stick with psychological levers that work (meaning, they get a target audience to take a specified action). I’ll guide you to avoid getting distracted by impulses to see “clever” writing, “pretty” writing, or too much writing.

In the end, you always make the call. But I’ll give you my expert advice straight-up.

I’m always available afterward, because collaboration is essential: I can work closely with your designer and developer to ensure a synergy of of images and copy. If you want a one-stop experience, I can also bring a designer or developer into the project.

The second half of my fee is due on receipt of the final copy. (I make it easy for you to pay via company credit card.)