How my team and I work to catch more leads
and land bigger sales for your business
Clients often like to know what process we use to tackle projects. Though it varies from job-to-job depending on size and purpose (a website vs. a brochure), here is a general run-down of what we do for copywriting and/or graphic design assignments:
1. We gather as much information as possible
about the product, the company, the competition, and the market. This will include past promotions, catalogs, brochures, white papers, customer feed back, competitors' promos, etc.
2. We study the information in depth then create a PC file with them. This reduces piles of research into a convenient print-out of between 2 and 20 or so single-spaced typed pages.
3. As we see a particular order developing for the information we arrange the notes accordingly. The structure usually takes shape during the research phase. If I'm collaborating on the project with a designer, I'll share the notes with the designer as well.
4. We write a copy platform describing the project. This includes assumptions made about the audience, and the angle of the promotion. The designer adds preliminary design suggestions then the platform goes onto the client. For small projects this platform is a brief, informal memo. But when more detail is necessary, we write a formal creative brief. We then provide 2-3 initial concepts to the client.
5. These concepts contain several different copy approaches, headlines, and design suggestions. Direct-response promotions benefit from split-testing of the best two or three approaches, rather than "putting all your eggs in one basket" with a single approach. But this is up to the client.
6. Once the concept is approved, the copy phase begins. we go through many drafts and the copy is read by a professional proofreader before submission to the client.
7. We submit the copy to the client for comments. The easiest method of reviewing copy is to read it as an electronic file and make your comments directly on the file, using Microsoft Word's Track Changes feature. This makes it easier for you to comment at length, and easier for us to read your notations than writing on a hardcopy with a pen.
8. We provide up to 3 revisions of the copy and 3 revisions of design. Often we send several design mock-ups via .pdf along with the copy. For short pieces the .pdfs will include layout ideas for the entire project. For long pieces, they cover the first several pages, or the first chapter.
9. After the client approves the copy it goes to design. If we are handling design, our designer sends the finished layout over to me for proofing. If the client uses their own designer, I always appreciate receiving a .pdf of the layout for proofing. This allows me to be sure all components are in the right place, and that the design is as effective as possible. However, the client is responsible for final proofing of all copy, design and production elements.
10. We submit the layout to the client. It is commonplace for a promotion to go through 2-3 revisions before it's finalized. These revisions are free as long as they are received within 30 days after submission and there has been no change in the assignment. Once the creative is finalized and payment is made, the copyright transfers to the client and they handle printing and mailing -- unless arrangements are made with us to handle printing.
11. We appreciate it when the client keeps us posted on the results of direct marketing promotions (both online or offline). If I am getting a mailing fee on the package roll-out, I will often suggest test ideas or package improvements to the client at no cost, in order to maximize response.
RAMP UP YOUR SALES
Copyright (c) 2003-2006 Anchor Creative
1437 Beartooth Dr., Laurel MT 59044 • Ph: 406-628-7178
kammy@anchorcreative.com • www.anchorcreative.com
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RAMP UP YOUR SALES
Sign up NOW and get my special report: Four Proven Strategies to Create Your Own High-Impact Lead Generating Website. Plus...get your own Lead Quality Score Card
FREE sales-generating copy, design and marketing tactics delivered to your inbox every Tuesday
