My Writing Process
How I Write
Contact and Communications Policies:
While we’re working together on our project, it’s important to have smooth, easy, and reliable communication. During that time, I’m available Monday and Tuesday from 1:00 to 5:00 PM. That changes to 11:00 AM to 3:00 PM Wednesday through Friday.
By far, the best way to reach me is by phone at +1 704 341-0250. Email to robertw@AplusB2Bcopy.com works, too, if it’s not urgent. I limit how often I check email to avoid distraction. Text is fine, too. In case contact is extremely urgent, my main phone automatically transfers to my cell phone no matter where I am.
Discussing the Project and Questionnaire:
The first project meeting is at our agreed time.
- To launch a potential project, you will receive a Project Definition Worksheet. This will help both of us clearly define the scope and nature of the project to ensure maximum results.
- You receive this as an email attachment in a Word document. You may either fill this out, typing directly into the document, or provide the answers verbally in a scheduled phone conversation or Zoom meeting, if you prefer. In the case of verbal answers, the meeting is recorded.
- After receiving the Project Definition Worksheet or completing our verbal meeting, I review and study your answers. I also do any other necessary preparatory research that is applicable.
- Then I outline a short Project Roadmap. This saves you time and confirms whether I fully understand the project as you conceive it. It will also be the basis for our Launch Call.
- Three to ten days after I receive the Project Definition answers, we schedule a 20-minute Launch Call. During this call, we discuss the Project Roadmap. I listen and annotate any additional directions and insights you may have on the project.
- Following that call, I draft an Agreement and send it to you. If your legal team has an Agreement, we can use that.
Investment and Getting Started:
The Agreement contains all the specifics on exactly what I will deliver, including project deadlines. It also lists your investment for the project and terms of payment. (Note: I require 50% of the project total to begin. Most of my clients prefer to pay by bank wire or overnight payment.)
Once we have both signed the Agreement, I will begin working on your copy as specified in the agreement.
Research:
My research process is quite comprehensive. It begins with a complete review of your website and any other materials you send me. Then I research the market, including your competitors. In some cases, I ask to visit with your customer service team, past clients/customers, and different department heads.
I will reach out to you, as necessary, for additional details, product samples (if appropriate), and other resources.
On the basis of your accurate responses to the required information, you can be confident I’ll quickly and effectively understand your product, your voice/persona, and the core practical and emotional drivers of your customers’ desire to purchase your product(s).
Collaboration:
Again, as we work on this project together, communication is critical. Some busy clients prefer to hand the project off and simply review the first draft. They prefer little communication in between. Others like dealing with me on an almost daily basis. They want personal involvement at just about every step.
Which are you?
Please send me an email and let me know how often you’d like to communicate and what the best way to reach out to you is (i.e., email, phone, social media, text, etc. …).
On another point … I require your assignment of a single point of contact on your team. I will communicate directly with that person and they will deal with your other team members as needed to obtain information and approvals.
Review of first drafts:
Typically, you receive the first draft in 10-14 business days after we sign our agreement, or whatever start date we agree upon, depending on the project size and scope.
When you receive the first draft, please review it carefully! Also, have any applicable team members review it. It is exceedingly important at this stage to make sure the tone, message, and offer are right. Fine-tuning happens during the second draft … and third draft, as needed.
Revisions:
After you review the initial draft, it’s likely you’ll want some things changed. Please note those changes using the comment feature inside of Google Docs. You can also suggest changes using the Edit Mode feature. I turn this on when I share the draft with you.
I then review all your suggested changes within 24 hours after you submit them to me. I make the adjustments within 2-4 business days, depending on the breadth and complexity of the changes you suggest.
In all cases, since these are your customers, I defer to you as much as possible.
Sometimes my clients make suggestions I know won’t work. I feel certain they will hurt profits. In those cases, you can expect me to be bold and direct in my feedback. When clients insist on changes I feel won’t work, I always recommend a simple A/B split test. The market is the ultimate judge. Let it vote.
Additional Reviews:
After the first round of changes, there may be some additional fine-tuning needed. You can be confident that I continue to work with you until you’re delighted with the copy. In most cases, my clients find that one review volley is enough. When more are needed, it’s usually just one or two more. The process goes quickly. Typically, we can get to a final copy within 1-3 business days.
Final Approval:
Once we complete all revisions, I submit a final draft to you. At this point, you approve the copy by sending me an email stating that everything is ready for distribution.
Once I receive this final approval from you, I invoice you for the remaining 50% of the project investment. The invoice is due upon receipt. I make every effort to be prompt in responding to your requests. I also assume that, as a professional, your response to my invoices will be the same.
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 to ensure 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 you request it, I’m happy to work with your design team on any changes needed to make the end version as effective as possible.
Transition to Other Projects:
Once the project is finished, I provide all of my clients with a complimentary follow-up consultation. We spend a few minutes on the phone to discuss what went well and where improvements can be made.
We review the Project Definition Worksheet with an eye to additional ways to uncover new profits. Where appropriate, we map out a new project to ensure that you continue to have excellent copy that meets your goals and grows your business.