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Why copywriting is more than just stringing words together

Effectively communicating with your target audience and creating copy you know your target audience will understand and resonate with is fundamental to getting your message across.

If you start out expecting to pen brilliant copy within minutes you may need to reframe how you approach the task.

For every client I create copy for - whether it’s website copy, LinkedIn posts, email text, or blog posts - I always complete what I call a ‘Torchlight Search’.

I then use my findings to help guide the writing process. It’s the backbone to developing relevant copy that will appeal to your ideal clients and encourage them to take action.

In this article, I want to share a bit more about what a Torchlight Search involves and why I think it’s important. My approach is explained below.

Step 1: Desk Research Looking at your existing website and social platforms. I do this to get a feel for what you do and see how you’re currently talking to your customers and ideal clients. I’ll also review if your messages are consistent, so I know where I’m starting from.

Step 2: Competitor Research Looking at the websites and social platforms of your competitors and those companies you really look up to. This is such a useful exercise, not to copy what they are doing, but just to see how they approach it and the type of language they are using.

Step 3: Getting to know your business. I’d send you a comprehensive questionnaire to complete so I can really start to understand:

  • Your goals and current market

  • Your customer and ideal client profiles

  • Keywords, topics and interests

  • Your products/services, USPs and objections

  • Client acquisition and current marketing

It’s essential to delve into all of these areas before I start writing anything. In most cases, clients find the exercise useful or have done similar exercises as part of their business planning so often have the information to hand.

Once I have the answers they help drive the creative process, give me a good understanding of the target audience, and can be weaved into the copy I create.

By completing each step I’m left with a wealth of information to draw from.

I use the customer and ideal client profile details to create a buyer persona document which I continue to use every time I write for that specific client. It gives a unique insight into their target audience’s mindset and allows me to focus the copy on the outcomes they desire and how the product or service can help them achieve what they are looking for.

Once you really start to understand how your ideal clients tick, the writing process becomes a lot easier.

When you work for so many different clients with completely different customer profiles it’s also a great way to jump into their shoes and start writing from their perspective quickly and easily. Before I start writing anything, I grab the persona document and read it through several times.

If you’re not quite ready to outsource your copywriting tasks just yet here’s what I suggest you do before you start work on any marketing copy.

  1. Review your target audience attributes

  2. Think about their pain points

  3. Craft text that highlights the results your ideal clients will want to see and experience

  4. Consider the objections you may have had in the past and how you can use language that overcomes them

I go into more detail about this here.

If on the other hand, you’d like to find out more about offloading your blog post copy, LI posts, website copy, email text or case studies and have copy ready to go that’s based on a tried and tested methodical approach let’s have a conversation.

Book a 15-minute copywriting chat so we can discuss the type of copywriting support you are looking for.

You can have copy that is impactful and engaging. You just need to remember there’s a process to help you get there!

If you want a template of my ideal client persona to use for your own business get in touch and I’ll share it with you.


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