Six steps, in order, every engagement. Each step is what makes the next one possible. Shortcuts cost more time than they save.
Most revision cycles happen because the strategy was unclear before writing started. We solve that by making the strategy brief a formal confirmation step -- not a loose conversation before diving in.
When the brief is right, the first draft is usually close. When the brief is wrong, no amount of revision rounds will produce the right result because everyone is measuring the copy against a different standard.
The process below is not the way we prefer to work. It is the way the work gets done right.
You fill out a detailed intake form. We ask questions most writers skip -- about your actual buyer, what they have tried before, and what specific belief they need to hold to convert. We review everything before the first call.
We produce a written strategy brief: audience definition, offer positioning, primary message, secondary hooks, objections to address, and a full structural outline. You approve or amend it. Writing starts after confirmation.
Competitor copy analysis, customer review mining, search intent research, and (for ads) historical performance data review if provided. We come to the writing knowing the category.
First draft is delivered with a rationale note for every major decision -- the headline angle, the opening hook, the offer framing, the close. You know the reasoning, not just the result.
Revisions run in consolidated rounds against the confirmed brief. We address feedback as a set, not piecemeal. Scope changes are scoped separately. Changes within the brief are included.
Final files in your preferred format: Google Doc, Word, PDF, plain text, or platform-ready paste. For ad copy, we deliver organized by campaign, ad set, and variant. All delivery is digital.
The summary above is how the process looks from the outside. Here is what happens inside each one.
You complete a detailed intake form before any call. The form covers your target audience with specifics (not generic demographics), your offer in plain language, your current performance data if available, what has and has not worked in previous copy attempts, your competitors, and your specific conversion goal for this deliverable. The intake form is not a formality. It is where we learn what we need to know to write a useful strategy brief. We review it fully before your intake call.
We produce a written strategy brief covering: audience definition at the level of belief, not demographics; offer framing and the specific claim the copy needs to make; the primary objection standing between the reader and conversion; the secondary hooks that support the main message; the structural outline for the deliverable; and the voice and tone parameters. You review it, amend anything that is off, and confirm it in writing. Writing does not start until this confirmation exists.
Research is non-negotiable and happens after the brief, before writing. We review competitor copy for the same offer category -- not to copy it but to identify what positions are already occupied and what positioning gaps exist. We mine customer reviews, forum discussions, and support tickets (if accessible) for the specific language buyers use when describing the problem and the solution. For ad copy, we review historical search term data if provided. For crowdfunding, we analyze top-performing campaigns in the same category. The research shapes the headline angles, the proof selection, and the objection-handling structure.
First draft arrives as a Google Doc with edit access and a separate rationale note. The rationale note explains the key structural decisions: the headline angle and why we chose it over the alternatives we considered, the opening hook structure, the proof placement logic, the objection-handling sequence, and the CTA framing. You should be able to evaluate the copy by comparing it to the strategy brief and the rationale note, not just by reading it in isolation.
Revisions run in consolidated rounds. You send us a single document or set of comments covering all feedback. We implement everything in one pass. We do not work piecemeal or respond to individual comments in real time. If feedback falls outside the confirmed brief (changing the audience, changing the offer framing, adding a new section that was not in scope), we discuss whether the brief needs to be updated or whether the request requires additional scope. Changes within the brief are included in your revision rounds.
Final delivery is digital. Default format is Google Doc with edit access and all decision notes preserved. We can also deliver in Word (.docx), PDF, or plain text. Ad copy is delivered organized by campaign, ad set, and variant. Crowdfunding copy is delivered as a single structured document with sections clearly labeled. Press releases come with both the full version and a wire-distribution short version. Email sequences (if included as part of a campaign scope) come with plain text versions alongside formatted versions.
All timelines start from confirmed brief date, not payment date. Your delivery clock starts when the brief is signed off.
Payment first. Intake questionnaire within one business day. Brief confirmed before writing starts.