Here I outline and explain how I manage a lead generation copywriting project. There are seven steps to this process:
This is intended as an overview of what to expect when we work together. If you have any questions, please contact Blake today.
The first step is to have an initial discussion about the project you have in mind. This first phone conversation will take about 20 minutes.
During our conversation, I will ask you a series of questions to learn about your target audience and marketing objectives.
I will also ask you about the offer, which is the most important part of a lead-gen campaign. If you do not have an offer, I can help you develop one should you hire me for your project.
After we’ve had a chance to discuss your project, I’ll submit a proposal as a letter of agreement. If your legal team has an agreement, we can also start with that.
The letter of agreement will include the scope of the project, deliverables, and timelines. It will also list my writing fee for the project and terms of payment.
Please note that I require an initial payment before I begin work. Contact Blake today for payment terms and cost estimates for specific writing assignments.
You may review the letter of agreement and let me know if you have any questions. I can work with you to make any changes.
When you’re satisfied with the terms of the agreement, sign it and fax it to me. I will begin working on your copy once I receive the signed agreement and the initial payment.
The next step after the proposal is the project meeting. After I receive the signed letter of agreement, I will schedule a phone call with you to discuss the project in depth. This meeting will take about an hour.
Depending on the project, I may send you a Discovery Questionnaire to help me understand your company, product, target audience, and marketing objectives in more depth.
My research process is very comprehensive. In addition to a project meeting and questionnaire, I will review your website and any materials you send me.
From there, I will research the market, including your competitors. In some cases, I may ask to speak with your customer service team, past/current customers, and different department heads.
If needed, I will reach out to you for additional details, product samples, and other sources. You can be confident that I’ll quickly understand your product, your voice, and your customer.
Once the discovery phase is complete, I’ll take any base materials and information you provide, plus my own research, and begin creating a project outline. Before I write the copy, I will send this project outline to you for review.
After you approve the project outline, I will begin writing the copy for the campaign. This involves what I call “concepting time,” during which I develop ideas for the copy.
When I complete the rough draft, I usually let it rest for one or two days before editing it. Some drafts get more than one edit. I will contact you if I have any further questions or suggestions about the project at this time.
Keep in mind that this is a collaborative process where prompt communication is critical to keep the project on schedule.
To streamline the communication process, I ask that you assign me a single point of contact on your team, if this is not to be you. I will communicate directly with that person, and he will deal with your other team members as needed to obtain information and approvals.
I will deliver the finished copy on or before the project due date. Since we have provided each other timely feedback up to this point, the copy should meet your expectations. Typically, you’ll receive the copy in 10 – 14 business days, depending on the project size and scope.
At this point, I will invoice you for the remaining amount of the project investment. The invoice is due upon receipt. I will make every effort to be prompt in responding to your requests and assume that, as a professional, you will do the same with my invoices.
When you get the copy, please review it carefully for accuracy. Also, have any applicable team members review it. The most important thing at this stage of the game is making sure that the tone, message, and offer are right. We’ll fine-tune during the revision stage as needed.
I encourage you to become familiar with Google Docs if you are not already.
I prefer to use this as our tool for document review as it allows us to track changes, comment, and collaborate in real time. It can be shared with various team members and the working document is always the current document so there is no need to worry about sending the wrong files or things getting lost.
After you review the copy, it is likely that you’ll want some things changed. Please note those changes using the comment feature inside of Google Docs or the track changes feature in Microsoft Word. You can also suggest changes using the edit mode feature in Google Docs, which I’ll turn on when I share with you.
You can request revisions during the 30-day period after I deliver the finished copy. These revisions may be minor (spelling, punctuation, minor changes to sentences or paragraphs) or intermediate (rewriting of some paragraphs or pages for clarity).
If you request a revision beyond the original project scope, we’ll consider this a new project. If you require revisions desired after the 30-day period, we will negotiate an appropriate fee at that time.
I will review your suggested changes within 24 hours after you submit them to me. I will make my adjustments within 2 – 4 business days, depending on the breadth and complexity of your suggested changes.
Sometimes, there are cases where my clients make suggestions that I know will not work and hurt profits. In those cases, you can expect me to be bold and direct in my feedback. When clients insist on changes that I feel will not work, I always recommend a simple A/B split test. Let the market vote.
After the first round of changes, there may be some additional fine-tuning needed. You can be confident that I’ll gladly work with you until you are delighted with the copy.
In most cases, my clients find that one review is enough, but we will do whatever it takes to get it right. When more are needed, it is usually just one or two and the process goes quickly. Typically, we can get to a final copy within 1 – 3 business days.
After all revisions are done, I will submit the final copy to you in Microsoft Word so that you can use it for formatting. At this point, you approve the copy by sending me an email stating that everything is ready for distribution.
In most cases, the final copy is sent to a designer for formatting. I strongly encourage you to send me a PDF of the final version. I will double check that any graphical elements added by your design team enhance the copy and make it more effective.
If I see something that is distracting and may hurt your response rates, I’ll be direct in letting you know. If requested, I’m happy to work with your design team to make any changes needed to make the end version as effective as possible.
Within about six weeks after the project is done, I provide all of my clients with a complimentary follow-up consultation. We spend a few minutes on the phone and discuss what went well and where improvements can be made.