Ether: Discovery & Heuristic Evaluation

Ether comes first and it’s essential to all the other elements. In the same way, the Discovery phase is the starting point of how the copy for your project will come to life.

The Discovery phase may include:

Heuristic evaluation of existing material re: the project; Analyzing the target market and segments; Heuristic evaluation of Competitors; Identifying Personas; Mapping the Ecosystem in which the product lives; Identifying possible business challenges; Heuristic evaluation of funnels; Analytics: bounce, time on page, AOV (Average Order Value), conversion rates, traffic.

Air: Research & Planning

You would never think you could survive without air, right? Writing copy without research is the same: impossible. Unless you just want to guess… And trust me: you don’t. To make sure your copy is based on data, research is essential. Do not expect to have good results without it.

The Research phase may include:

Analyzing heatmaps and scrollmaps; Voice-of-customer data research (surveys & interviews); Creating your messaging hierarchy; Review and comment mining.

And once I have all of the data, I get to play Marie Kondo and organize it, so I can plan the best strategy for your copy!

Earth: Writing, Editing & Wireframing

The core of any copywriting process is writing the copy - it's the nourishing, grounding soil of your marketing strategy.

Once all the research is organized and the messaging is clear, I usually write the first draft in one sitting and capitalize on that momentum. Then I let the copy sit there for at least 48 hours (like I was the queen of sourdough).

I then go back to it and do all the necessary edits to make it even more compelling, before sending it to you.

This is when you’ll first finally get your hands on your copy, but you won’t receive just a Google Doc. Your copy will be wire-framed on Figma. So it can be easier for you (and your designer) to visualize the copy on the page as it was intended — for maximum conversion and minimal friction.

The copy will be presented to you during a Zoom meeting and you’ll be able to comment with any observation you might have, directly on Figma.

Fire: Testing & Validation

Once the copy is ready, we test it with fire and everything that fails the test gets burned to the ground.

All the assumptions made based on data need to be validated, so we can measure if they are positively impacting the project.

Testing will help me learn where to strengthen and revise and might run for a period of time between 7 and 28 days.

Testing & Validation may include:

Run the wireframe or design through Maze & 5 Seconds Test; Send preview emails; Quick feedbacks from my network of qualified and experienced copywriters; A/B testing.

Water: Optimizing & Delivery

Heraclitus has always been one of my favorite Greek philosophers and his famous quote “No man ever steps in the same river twice, for it's not the same river and he's not the same man” could be easily applied to any copy.

After Testing & Validation your copy won’t be the same. And that’s okay!

I’m never going to be precious about the copy I write, I’m happy to embrace change and rinse the copy before it’s ready for publishing!

Based on the results of Testing & Validation, I revise and after the copy goes live, if I see it could perform better (based on the heatmaps, scroll maps, and analytics), I'll go back in and optimize it.

So that you have the best converting version on your website!