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Before Writing
Study the company and the product/service to understand what is being sold.
Research the prospects and the market to determine what benefits the prospect wants most.
Develop the main emotions that can be touched with the copywriting for this project.
Think like the prospect; and not like the marketer.
Develop the best offer that can be made to the prospect.
Start of the Copy
Write at least 20 different headlines before choosing the best one.
Watch headline length.
Make sure the information in the headline is repeated in the bodycopy.
In the introductory part reinforce the main benefit(s) of the headline and elaborate.
Body of the Copy
List the prospect's likely objections to buying, and overcome those objections.
Flatter the prospect if you can.
Get the prospect to mentally 'picture and enjoy' the end-result benefits of buying.
Use testimonials, studies and success stories to add credibility and believability.
Use the words 'free', 'new', 'save', 'no-risk', 'guaranteed', 'easy', 'simple', 'fast' whenever you can.
Create urgency to get a response as soon as possible.
Tell the prospect what he will lose if he does not respond.
Tell the prospect exactly what to do to order.
Be sure the copywriting is easy to read and 'scan.'
Read your copy aloud.
Use short paragraphs.
If the flow gets slowed or stopped at any point in the copy, fix it.
Ensure your copy is passionate and enthusiastic.
Make sure your copy is transparent.
Remember that openness and honesty are vital.
Make sure your copy is conversational.
Make sure the tone of voice reflect your client's brand values.
Do the proofing after the copy has been dropped into the design.

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