Copywriting is everywhere but it can seem like a mysterious craft. So I thought I’d explain the process I use when copywriting for authors. Because when something is mysterious it can either be daunting, or undervalued. But below I explain what goes on behind the scenes when you work with a copywriter! You can also use it as a guide to take on your own project.
Not Just Words to Fill Blank Spaces
Copywriters don’t have special gifts that others don’t have, but we’re also not just putting words together to fill blank spaces. That would be a big waste of time. And valuable space.
Copywriters have simply learned the process of putting the right words together in the right way to be the most effective and powerful. Whether the words are meant to sell an idea, a service or a product, they do it in a way that inspires action. Copywriting for authors is no different.
Because words really do have power! Copywriters harness a bit of that power, add a dash of psychology, throw in some marketing knowledge and usually a thesaurus in their process.
Copywriting for Authors Begins with Research
Whether I’m writing back cover copy, website copy, or even doing a content writing project, the first step I take in my copywriting process is research. Some of that research includes the following.
The Client
I always start with the client when doing copywriting for authors . Especially when I’m writing a book or author bio. I begin by sending out a client brief or questionnaire. I’ve created forms for this that make it easy(and maybe fun) for the client and effective for me. After that I’ll usually find their website and social media pages. This gives me an idea of who they are and how they present themselves to the world. I find their brand, basically.
I use this research, along with the information they provide in the brief or questionnaire to get a sense of the tone I’ll be using for the project along with the information I need.
Keywords, Conventions, and Tone
The project itself obviously matters. Depending on the particular project and its scope, I’ll do research on the competition and/or the client’s contemporaries. This can mean finding keywords, getting a sense of industry or genre conventions, or finding what sets the client apart from the competition.
When copywriting for authors I also do comparative title research to learn about the target audience. This is important information too! This helps me decide tone and find keywords.
I’ll also read their blogs, articles and books to further establish the tone. Especially if I’m writing book cover copy, a bio, or doing any content writing in the form of ghost writing for the client.
Copywriting for Authors Begins with a System
After all that research, I’m able to start the next step in the copywriting process, which is following a system. Because with all copywriting the goal is to be effective as possible. Word count is not only often limited, but you want to always say the most in the most succinct way. This also means leaving out what’s redundant or unnecessary.
The Key Points are the Foundation for Good Copywriting
I start with the key points. I usually just make a bulleted list for this. I use these key points to make sure I don’t miss anything. The key points are the heart of the message. They include:
- Tone
- Power words
- The purpose and goals
- Any themes
The Outline
Once I have my key points mapped out and listed I have a pretty good idea of what the end project will look like. But I still like to create an outline. Because with copywriting, there’s a progression involved.
You want to hook the reader first, then give needed information, all while keeping them interested. This leads them to the CTA, or call to action.
Creating an outline also helps me decide the structure. It’s handy to have a visual reminder to keep you on track.
The Structure
This part is just taking the outline and using it to create the whole structure of the final project. I decide if the structure needs to be changed. I choose what to lead with, what keywords and/or power words to use and where, so there is a nice engaging flow.
From this comes a first draft. This is not what I usually send to the client as their first draft though. This is what I read, and reread, usually out loud. I then review my key points, go over my outline again and make sure I’m on track. I make note of anything I may have missed and make sure I’m using the most effective language and structure. I also check for consistent and proper tone.
The Real First Draft
After all this, I have the real first draft that I send to the client for feedback. Once I get that feedback I use my best judgment along with their suggestions and tweak it a bit. If you’re doing it yourself, take a step back before this part. Think on it, or send it to a trusted friend or colleague and do your final draft the next day.
Because I have a process and a system for copywriting for authors this part is usually quick and painless! I highly recommend using this process for all your copy and content writing needs.
I hope this can be useful if you’re working with a copywriter in the future, or as a guide to go it on your own. Either way, now copywriting isn’t so mysterious, and you know it isn’t just filing blank spaces with words.
Recent Comments