Copywriting Process

RMB Associates: Writing System and Procedures

Communications Policies

As we work together, it is important that we have fast and easy communication. I am generallyavailable by appointment for ‘office hours’ Monday through Friday, from 9 AM to 5 PM EST. I ask prospects to schedule appointments to focus our discussion on tasks. The best way to scheduled is via www.robertmbailey.com/schedule or by text message at 917 991 5841.

From Key Message Discovery to Key Message Delivery

When you are ready to begin a project we begin with a clear statement of your objective. I will send you a complete Discovery Questionnaire (Research and Questions). This will help each of us define the scope of the project. During this, I will probably send you a secure questionnaire (link) in Google Docs. Most clients complete that in 1 and 3 business days.

 

I review and study your answers and any other applicable initial research. During the discussions that follow (2-5 days typically) I will flesh out expected competitive opportunities and gaps. To summarize the discussion, I will provide you with a project roadmap and an estimate. I will listen to your insights on the project. 

Following that call, If you like my approach I will invoice you for 10%.  We accept payment by bank wire or Paypal because they provide confirmation. The deposit is refundable if you are unhappy with the Proposal.

The Proposal will arrive with an invoice for 45% of the project estimate and any pricing revisions. If your legal team will review the document, please make this a priority.  

Investment and Getting Started

The Proposal and Agreement contains my specific deliverables, and confirms contact information  and project deadlines. Once we have both signed the Agreement, and funds received, I will begin working on your copy.

Research

Beyond the initial research—based on your form—my process is very comprehensive. I begin with a complete review of your website and any other materials you send me. From there, I will research the market, including your competitors. I may ask to visit with your customer service team. Interviews with clients/customers and different department heads also help make copy strong.

I am likely to reach out to you for more detail, product samples, and other resources. Your product, your voice, and your customer’s core emotional drivers are vital to your copy.

Collaboration

As we work on this project together, communication is critical. Some of my clients are very busy and prefer to hand off the project to me and review the first draft, with very little communication in between. Others like more regular contact.

Do you prefer frequent or minimal contact with your marketing?

I usually ask prospects and clients to send me an email and let me know how often they prefer to communicate and what the best way is to connect (i.e., email, phone, social media, text, etc.).

One other contract point: I need a single point of contact on your team. I communicate with that person. They deal with your other team members as needed for information and copy approvals.

Finally, I again encourage you to become familiar with Google Docs. This word processing tool facilitates collaboration. It allows us to track changes, comment, and collaborate in real time. Various team members can access the current working document. No need to worry about sending/reading the wrong files or versions getting lost.

Review of First Drafts

The first draft is usually ready in 10-14 business days, depending on project size and scope. When you get the first draft, please review it with your team members. At this stage of the game we’ll confirm that the tone, message, and offer are right. We’ll fine-tune during the second draft, as needed.

Revisions

After you review the initial draft, it is possible that you’ll want some things changed. Please note those changes using the comment feature inside of Google Docs. You can also suggest changes using the Edit Mode feature, which I’ll turn on when I share it with you.

I will review all your suggested changes within 24 hours of you submitting them to me. I’ll make my adjustments within 4 business days. This is subject to the breadth and complexity of your suggested changes.

In all cases, I recognize that these are your customers and will defer to you as much as possible.

There are cases where my clients make suggestions that I know will not work and will hurt profits.

In those cases, you can expect me to be bold and direct in my feedback. When clients insist on ineffective changes, I am likely to recommend a simple A/B split test. Let the market vote.

Further Reviews

After the first round of changes, there may be some more fine-tuning needed. You can be confident that I’ll work with you until you delight to the copy. In most cases, my clients find that one review volley is enough. Any more reviews are usually final tuning. On the whole, we get to a final copy within a 1—3 business days.

Final Approval

With completed revisions, I will submit a final draft to you. At this point, you final approve the copy and state that everything is ready for distribution.

I will invoice you for the remaining 45% of the total Proposal and Agreement project investment due immediately on receipt. I am prompt with your requests. I anticipate you will be equally businesslike with my invoices.

In some cases, the final copy submits to a designer for formatting. I encourage clients to send me a PDF of the final version. This is important.

I have worked with many design teams. I like to double check graphical elements that enhance or hurt the copy to make it as effective as we can.

If I see something that is distracting and may hurt your response rates, I’ll be direct in letting you know.

Transition to New Projects

With the current project complete, I provide a complimentary follow-up consultation. We spend a few minutes on the phone to discuss what went well and what we can improve.

We review the Discovery Questionnaire and discuss other ways to uncover new profits.

If you like my suggestions we’ll map out a new project. This ensures continuation of excellent copy to meet your business growth goals.