Process
Effective product marketing and sales copywriting is based on a strategic process, and it can deliver some pretty impressive results.
There’s no guesswork. No haphazard messaging. No crossing your fingers hoping that random copy ideas can unlock some wizardly portal to the Land of More Sales. And no low-key stealing from competitor sites!
Nope.
It’s all about process.
My signature S.N.A.C.K.S framework outlines the importance of all the moving parts in my copywriting process that will help us reach your business goals when we work together.
My custom S N A C K S framework helps to define the importance of all the moving parts in my process that are needed to reach your business goals when we work together.
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N
A
C
K
S
Knowledge
Everything we’ve learned from the discovery, strategy, analysis, and copywriting phases helps us develop powerful messaging for your business that can be used to direct your marketing, sales, and customer support strategies.
It gives us a clearer understanding of your unique brand story, voice, and values so you can create a solid foundation for your business in the fast-paced and competitive digital landscape.
Conversion Copy
Discovery, analysis, and strategy is blended with your values, product benefits, and brand voice to form persuasive copy that:
- Connects with your audience
- Strengthens your brand positioning
- Increases retention and reduces churn
- Differentiates you from the competition
- Sells your stuff!
Analysis
I talk to your actual customers and carry out in-depth research and data collection on your market and your competitors.
Customer analysis is an essential part of the conversion process that reveals:
- Why people buy from you
- What people love about your brand and product
- Your unique value proposition
- Why people choose your business over the competition
- How people experience and use your product
Strategy
The strategy and discovery phase looks at what’s working and what’s not working with your current copy.
We’ll talk about your business, your customers, and the desired outcomes for the project -- then we’ll come up with a plan to help you reach those goals.
Niche
We’ll establish how you want to be seen by your customers and where you fit into the wider market.
- What sets you apart that isn’t your product features?
- Do you have clear brand positioning?
- What makes you stand out from competitors?
- What do you want to be known for?
- What don’t you want to be known for?
Sales
The end result!
Applying the SNACKS framework to your website, emails, and other copy projects means we can find the voice of your actual audience, and the messaging that connects with them.
This is the foundation that drives better leads and more sales for your business and results in long-term, happier customers.
SNACKS Framework
Conversion copywriting involves separate phases that need to be built on step-by-step. It’s a lot like creating an irresistible sandwich.
You don’t (hopefully) start your sandwich by laying down some soggy sliced tomatoes. That would be...weird.
And if you try and build the rest of your sandwich on top of those tomatoes, it’s not going to be a great user experience.
You need a solid starting point (a bun, bread, or say...some in-depth initial analysis) to create something that’s going to deliver delicious, satisfying results for your ideal customers.
Click the SNACKS menu on the left to find out more.
S
N
A
C
K
S
Knowledge
Everything we’ve learned from the discovery, strategy, analysis, and copywriting phases helps us develop powerful messaging for your business that can be used to direct your marketing, sales, and customer support strategies.
It gives us a clearer understanding of your unique brand story, voice, and values so you can create a solid foundation for your business in the fast-paced and competitive digital landscape.
Conversion Copy
Discovery, analysis, and strategy is blended with your values, product benefits, and brand voice to form persuasive copy that:
- Connects with your audience
- Strengthens your brand positioning
- Increases retention and reduces churn
- Differentiates you from the competition
- Sells your stuff!
Analysis
I talk to your actual customers and carry out in-depth research and data collection on your market and your competitors.
Customer analysis is an essential part of the conversion process that reveals:
- Why people buy from you
- What people love about your brand and product
- Your unique value proposition
- Why people choose your business over the competition
- How people experience and use your product
Strategy
The strategy and discovery phase looks at what’s working and what’s not working with your current copy.
We’ll talk about your business, your customers, and the desired outcomes for the project -- then we’ll come up with a plan to help you reach those goals.
Niche
We’ll establish how you want to be seen by your customers and where you fit into the wider market.
- What sets you apart that isn’t your product features?
- Do you have clear brand positioning?
- What makes you stand out from competitors?
- What do you want to be known for?
- What don’t you want to be known for?
Sales
The end result!
Applying the SNACKS framework to your website, emails, and other copy projects means we can find the voice of your actual audience, and the messaging that connects with them.
This is the foundation that drives better leads and more sales for your business and results in long-term, happier customers.
SNACKS Framework
Conversion copy involves separate phases that need to be built on, step by step. It’s a lot like creating a tasty, sandwich-y snack.
You don’t (hopefully) start with laying down some soggy sliced tomatoes. That would be weird...and if you try and build the rest of your sandwich on top of those tomatoes, it’s not going to be a great.
You need a solid foundation (a bun, bread, or say...some in-depth initial analysis) to create something that’s going to deliver delicious, satisfying results.
Click the SNACKS menu above to find out more.
1
Getting Started
After our initial hello, we’ll schedule a quick intro call to talk about your project. This will help me understand more about your product, timelines, budget, and business goals, and it will help you understand why and how my copywriting and optimization process works.
If everything feels like a good fit, I’ll send through a proposal — together with a summary of everything we covered in our call. I quote per project, so there won’t be any surprise costs along the way!
Once we’ve agreed on everything, I'll send across a contract and my initial invoice, which will lock your project into my calendar.
2
Analysis + Strategy
Yay! We’re working together!
The initial strategy phase covers customer and competitor analysis, data mining, team interviews, surveys, and anything else I need in order to learn about your product and sell it to your audience.
3
Copywriting + Wireframing
This is the writing bit. Based on the data I’ve collected about your product and customers, I’ll plan and draft your landing page, wireframe it (either in Google Docs or Figma) and send it across to your team for approval.
Every project has two rounds of revisions built in. If things aren’t right first time, I’ll investigate and iterate until it meets your expectations. This rarely takes more than one revision round.
You’re ready to launch!
4
Testing + Hypotheses + Optimization
After the landing page control/variant goes live, I’ll track and measure your key metrics to see how it’s performing.
Landing pages are always a little bit wrong. Based on your qualitative and quantitative analytics, I’ll develop a strong hypothesis about what needs changing. Once that's signed off, I'll develop the next landing page version ready for implementation and measuring over the next month.
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