My copywriting process explained
I write copy for a living.
I write a lot. Words, words, words. Each project is designed to fit into a particular desired outcome within a marketing strategy and tactical framework. I say that so you understand context.
Context in writing is both important and valuable – but more about that later.

My actual pen and notes for B2B copywriting
How I write marketing copy
Getting a message across using printed words (as opposed to audio, images or video) is a giant challenge. Knowing how long humans have been writing, you’d think that everything that could have been written has been. And yet…. we know that’s not true. The imagination and skill of mankind to innovate is immense.
My writing is usually business to business copywriting for marketing purposes. That’s my area of expertise. And so the steps I take begin with the outcome. What do I want to happen as a result of a prospect or client reading what I’ve written?
- End goal is to click through to website
- End goal is to understand how to write B2B copy
- End goal is to reply with a question
These examples are all valid outcomes and each requires very different copy treatments.
The first version is always factual
What are the true, inalienable facts that support the end goal? I list these in a brain dump document. Frequently these are the result of conversations with the client, the internal team and existing customers.
Then I supplement this with some desk research. Reading ‘around the subject’ can come from many sources – newsletters, online magazines, blogs, books. Interestingly, I rarely search social media for this information. My choice – it may suit your needs. The amazing Knowledge Hunter, Geoff McDowell, taught me so much about this subject.
Adding more copy material
From the wider reading I copy/paste and add in more themes, concepts, nuance, examples, phrases and keywords. I also look out for no-nos. These are things I want to avoid.
Sometimes images, colours, layouts and other visual elements present themselves from this research too. That can be very helpful as my brain often leaps forward towards the end result WAY earlier than it’s supposed to. To avoid distraction, I save and note these ideas back in the research document. By noting them, I have preserved the idea; but I’m not focusing on them at this stage. It means I don’t lose the inspiration – I can revive that thought later just by re-reading my notes.
This all contributes to a second draft. This is when I decide the overall frame for the project and HOW does this translate into the copywriting. This could be storytelling, it could be demonstration, case study, questioning, educating. There is a lot more information added, there are more concepts and overall I just write freely incorporating the research information and framing arguments, emotions and logic into one long piece of writing.
This is the place where context comes to the fore. How will the message be delivered, what will the recipient be doing or not doing? Where in the customer journey will they be? What is the outcome or next step goal in this campaign?
Editing and refining copy
This is the part I love.
Precise and concise are watchwords which I hope any client applies to a testimonial about my business copywriting.
Taking what I wrote and simplifying, cutting, removing extraneous information and honing it down into a tight, precise and well-organised message is a repetitive task and it gives me so much pleasure. Sometimes I use a technique of adding in sub-headings (as in this blog) because it helps me to organise and find the big messages in the very long copy.
Often I leave the first opening paragraph until last because it’s so hard. Sometimes I switch the first and last paragraphs – try it!
Headlines and calls to action are a separate challenge and I may do a couple of different versions or give options and let the client choose. This is because they are mostly better-informed about their product or service than I am. Teamwork helps work out what will resonate and achieve the goal.
And then I sleep on it
Yes this is really the final step before showing it to the client, adding it to a mock-up or an EDM. This is important and is one reason why planning at the first step needs to include deadlines and allowances for sleep time.
7 things I’ve appreciated after sleeping on my work
- My brain is fresher in the morning
- I process ideas while resting
- Better re-writes are (nearly always) possible
- I can check that I haven’t missed anything out [done this MANY times – but rescued the situation before the client read it]
- Reflect on alternative approaches which I earlier discarded
- Opportunity to print it onto paper and read out loud
- Check grammar, punctuation, capitalisations and links all working and correctly placed
And that’s it. The whole creative writing process for B2B copy.
About the picture illustrating this article.
That’s really my pen and my notebook, photographed this morning as I got a tiny bit of inspiration for a client as a result of doing some research for a different client. It’s odd the way my brain works. And I have learned to respect my brain process and to always seize the moment and make the notes when they jump into my mind. I don’t have to use them – but I’m sure I will lose them if they aren’t captured.
I do not have the neatest handwriting, yet using blue-black ink in an old-fashioned fountain pen gives me both pleasure and the chance to read my words again without guessing what I meant to write. Someday I’ll photograph some of my notes which turn out to be illegible even to me. Generally when I rush to write, legibility suffers.
The unknown part of writing inspiration
The pen also lives in a leather case. My ritual of opening the case flap and flicking back the long cover, unsheathing the pen and unscrewing its lid before writing still gives me a frisson. I never know exactly what will come out of the inky nib onto that pristine sheet of paper, onto the next empty line, or inserted between the paragraphs of print.
And the pen – a birthday gift chosen with care while on holiday. I got the nib re-surfaced by this amazing pen expert who recommended not using ink cartridges. He also explained a lot about the issues of ink/paper and my unique hand/pressure and what a converter is, not a bladder. There is a distinction between them.
So now you know my B2B writing process. What will you do with this knowledge?
Very good … copy! 🙂 Telling a story, both personal and didactic – with plenty to learn (for those willing) and to empathize (for those capable). Thanks for sharing!
V.
Thank you Vladimir! Appreciate your compliments and the advice too. Rebecca
Rebecca – thank you. A very good article and interesting to read about your writing journey. Useful points for people to take on board.
Helen
Very kind of you to comment, Helen.
This list is exactly what I was looking for. Very well researched.
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No Credit Check Secured Loan: Best Solution For People With Bad Credit Checking the credit history of any borrower is the most important step in any lending process. Lenders do this for obvious reasons but most of the borrowers hate undergoing credit checks, which disclo [read more..]
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What Makes Classic Car Insurance Special Anyone who owns a vintage vehicle or a collection of enduringly stylish classic cars knows that a standard automobile insurance policy cant adequately cover the specific needs of someone who drives a [read more..]
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Peanuts Are Loaded With Anti-oxidants Research now claims that peanuts rival many fruits when it comes to their antioxidant value, according to the University of Floridas research. Peanut not only contain a wide variety of helpful antioxi [read more..]
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was sag’ ich,all die Jahren hab’ ich das für meinen Brudermit getan.えろ 人形
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コスプレ エロ いThe price of the paper was two dollars a year,but hetook in three subscriptions for half a dollar apiece on condition ofthem paying him in advance,
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Cruising Highways With Number Plate Sprays It's no superhero, and it doesn't have superpowers. But it's being touted by many as the super-answer to unfairly issued speeding and red-light tickets. If you're a driver, and you [read more..]
How Can I Find Lost People For Free What if there was no internet Now, distances can be shortened, time can be synchronized, and lost people can now be found. The internet is a good place to look for missing persons. Unlike newspapers, online sites are accessible to [read more..]
Choosing A Theme For Your Next Event One important aspect of event planning is choosing a theme for your party or gathering. Unless you are planning a wedding or a baby shower, the theme might not be obvious. The theme can be anything yo [read more..]
How To Choose A Monitor That Compliments Your Computer Due to the many choices that we now have when it comes to computer monitors, choosing a monitor that compliments our computer has become quite a challenge. Unlike before when we only have very limited [read more..]
The Beauty Of Vintage Retro Art Posters Decorating your home is definitely one of the biggest challenges which you have to experience once you decide to have your own house. A lot of people are not exactly skilled with having the needed cre [read more..]
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“How To” Start Trading The Forex Market HOW TO READ FOREX PRICE CHARTS? Forex Price Charts, what DO they mean and HOW to use them? Important numerous facts as discipline, trading rules, not being greedy etc., but one of the most important t [read more..]
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After You Get Your Business Degree Online Deciding What’s Next Once you have received your hard earned business degree online, the next substantial question will be what to do with it. Many people have the same questions after they graduate from a degree program [read more..]
Why it is Important to Teach Your Kids About Money Do your kids understand how money works? Do they earn an allowance for doing chores around the house? Do they baby-sit or mow lawns to earn a few extra bucks? Do you take them to your office during s [read more..]
Best Work From Home Job Nailing It In No Time I remember one time I was going to a concert at First Avenue. Probably you dont know where First Ave is, so Id like to highly recommend you go rent the movie Purple Rain tonightor soon. Anyways, tha [read more..]
Photography As A Hobby Photography is considered as one of the rare hobbies that you can easily learn. Some may think that there's a trick in taking great shots. However, there are certain elements that you need to con [read more..]
Indoor Plants: How They Help Us At Home And Work An idea that's being planted in more and more offices, senior centers and homes is one that may surprise many people: namely, the benefits of indoor plants. Simply put, being close to plants redu [read more..]
Food And Wine In The Tuscany Districts There are some little facts that tourists and holiday makers to Tuscany need to know about the reputed food and wine that have made the Italian city a must-visit destination. It is well known among vi [read more..]
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Six Simplicites That Create Success This article is take from a an audio article that I posted on my blog as is one of my favorites. I took a look at the things that helped me in my home business and these six were the most valuable.1) [read more..]
Can You Overcome Time Poverty There is no question about it – Americans are running out of time. Family dinners are a thing of the past. We run from appointment to appointment, take work home, and cram leisure time into short bu [read more..]
Lower Back Pain in Early Pregnancy A lot of female are agonizing from lower back pain in early pregnancy even before they gain weight. This is because the hormones that bring about those ligaments that function in softening and stretch [read more..]
The Parts of a Cigar What are the different parts of a cigar? Many long-time smokers enjoy their stogies without learning the basic parts of their cigar. While it's true that you can enjoy a cigar without knowing h [read more..]
Coin Collection Tips: Finding a Coin Dealer Coin dealers can be considered as best friends of coincollectors. It is quite easy to find one. Although,with qualities like being ethical and honest playingan important role, it may take you quite so [read more..]
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Earn Money With Google The Internet has drawn masses of people that have the same overwhelming desire to work at home or create a home-based business. Why is this so popular? One of the biggest reasons is the fact that you [read more..]
ats the deal about hiking boots anyway? Theyre expensive. Plus, theyre not fashionable-looking. Do you really need them?As a matter of fact, yes. There are a number of reasons why you need hiking boot [read more..]
Getting The Most Out Of Your Credit Report Your credit report is one of the most important financial documents concerning whether or not you will be able to get loans and how much interest you will have to pay on those loans. Understanding you [read more..]