What’s wrong with this article? Answer at the end.
Ever wonder what goes into writing persuasive, strategic copy that actually converts? As a copywriter, I don’t just sit down and start typing magical words into existence (though I wish it worked that way). Crafting effective copy takes research, structure, and a lot of fine-tuning.
Whether you’re a business owner thinking of hiring a copywriter or a fellow writer curious about process, here’s a transparent look at how I take a project from a messy idea to polished, client-ready copy.
1. The discovery phase: Understanding the client, audience, and offer
Everything starts with clarity. Before I write a single word, I need to deeply understand three things:
- The business: What does the brand stand for? What’s its voice, style, and position in the market?
- The audience: Who are we talking to? What do they want, fear, dream of, or struggle with?
- The offer: What exactly are we selling — and why should anyone care?
This usually involves a client questionnaire, a kickoff call, and (if needed) a bit of light competitor research. I’m looking for gold nuggets — phrases customers use, benefits that get overlooked, and unique angles we can emphasise.
2. Voice & message alignment
Once I’ve got the facts, it’s time to start shaping the voice and core messaging.
I’ll often create a mini tone guide if one doesn’t exist. Is the brand bold and cheeky? Calm and confident? Formal and expert? The copy should reflect that from the first line to the CTA.
This is also where I test big-picture messaging:
- What’s the core promise?
- What makes this offer different?
- How do we position it as a solution — not just a product?
3. Structuring the copy
Before writing anything final, I usually sketch a rough outline or wireframe. This gives the piece structure and keeps the reader experience in mind.
For example:
- Landing page: Headline → Pain Point → Solution → Proof → CTA
- Email: Hook → Story or Offer → CTA
- Website home page: Value Prop → Services/Features → Social Proof → Navigation CTA
Structure is crucial. It’s what guides the reader through the message in the right emotional order.
4. Writing the first draft (a.k.a. The Messy Middle)
Now the fun begins — sort of. First drafts are rarely pretty, and that’s okay. This stage is all about getting the ideas out, shaping tone, and testing headlines, phrasing, and flow.
My goal here isn’t perfection — it’s clarity, empathy, and direction. I’m always asking:
- Does this hook the reader right away?
- Does it speak to a real need or desire?
- Is the benefit clear and compelling?
5. Editing like a ruthless reader
Once the draft is done, I step away. When I come back, I read it like a cynical customer with zero patience.
This is where I:
- Trim fluff
- Sharpen headlines
- Swap generic language for specific, punchy phrasing
- Fine-tune the rhythm and flow
- Make sure the CTA is clear and irresistible
I may go through 2–3 rounds of internal edits before I even send it to the client.
6. Client feedback & final polish
After sending the draft, I encourage honest feedback — what’s working, what’s not, what feels off-brand or unclear. I usually include comments explaining my choices and offering optional tweaks.
Once feedback is in, I do a final polish: correcting any small issues, aligning with the client’s suggestions, and ensuring every word earns its place.
The result? Strategic, brand-aligned copy that connects and converts.
Final thoughts
Copywriting isn’t just about writing — it’s about thinking. It’s about understanding people, aligning messages with psychology, and crafting words that move readers to act.
Every project is a little different, but the bones of my process stay the same: research, structure, tone, clarity, and iteration.
If you’re a business owner who needs copy that doesn’t only sound nice, but actually works, I’d love to chat. And if you’re a fellow copywriter, I hope this peek behind the scenes helps you refine your own workflow.
Answer
The article above was written by ChatGPT. It’s not wrong – but it’s not right either. It doesn’t sound like ‘me’. It sounds like anyone.
Witness the over-use of the em-dash. I couldn’t help editing them to add space each side (UK style) instead of butting up against the words (US style). I also deleted the default emoji bullets and replaced them with dot points. And I changed the initial caps (camel case) in the sub-headings.
My own copywriting process is not a million miles away from what the article describes. But this wording lacks my personal approach. It demonstrates that Chat GPT can be ‘good enough’, but it’s not good enough if you want personality, authenticity and humour in your copy.
What I’d do differently
I would usually start with a story. An anecdote from my business or personal life that Chat GPT can’t possibly know. That’s the ‘hook’ that draws the reader in.
I’d add specifics, not generalities. For example, my discovery process includes 20 standard questions on an interactive form I designed and evolved over the years.
I’d prove every claim with evidence. The piece mentions psychology, but I could go on to list my qualifications in that area.
And I try to find original ways of saying things. I’d probably change things like ‘messy middle’ and ‘ruthless reader’ to something more interesting.
I’m not saying my copy would win any awards. My writing style is simple. But it works.
What this means to you
The lesson is that you have to be intelligent about how you prompt Chat GPT (and similar generative AI tools) if you want them to do your writing for you. You have to check and edit their output. You have to sprinkle in your own flavour.
In short, if you want human readers to take your content seriously, you have to put human effort in.