If you only have a vague sense of how the copywriting process works, you’re not alone. Despite the series Mad Men, my parents still don’t know exactly what’s involved. Hopefully, this sheds light on the subject. One quick note, copywriting is not to be confused with copywrighting, which happens surprisingly often. The latter is a legal process that has nothing to do with content development.
Our work begins by getting to know our clients. As an independent copywriting business, we usually partner with an ad agency or design firm. Otherwise, we’re happy to wrangle a team of freelancers: a project coordinator, a designer, developer, photographer, etc.
Once we’ve assessed a client’s marketing needs (a.k.a. discovery), and outlined a strategic plan, we go to work. This means heading back to the office and developing written and conceptual content: Words + Ideas. We then work closely with our creative partners to bring things visually to life.
This back-and-forth process of developing, discarding, and honing ideas is iterative. The best work takes effort. Once completed, we arrange a creative presentation. This is a chance for the client to weigh in on the work. As experts in their particular field, clients almost always have insights that can improve our creative output.
Once the website, print ad, video, radio, television spot, you-name-it is produced and finalized (a process worthy of another post), it’s placed into its appropriate media channel for public consumption. Job complete. Ready for what’s next.