Creating a messaging recommendations report

Presented live on Tuesday, February 19, 2019

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Struggle to keep copy reviews on track? Tired of your client’s nephew marking up your copy – or everyone in your organization diving into your copy with “just a few edits”?

There’s a way to stop all that before it even starts.

Weeks before you present your copy, you should present a “Messaging Recommendations Report (MRR).”

“Why?”, you ask. Because inside that MRR, you’ll share everything your client needs to feel super-ific-ally confident about moving forward with the writing phase. Like walking them through the research you did, reminding them of the goals of the project, showing them the voice-of-customer highlights that will shape your copy and getting aligned on voice. AND, an MRR will guide YOU as you write. So life gets waaay easier.

In this live tutorial, conversion copywriter Joanna Wiebe walks you through her process for creating a Messaging Recommendations Report for clients like Prezi and GitPrime. So you too can prevent copy reviews from going off the rails.

(Please note, Jo’s Messaging Recommendations Report template was provided to Tutorial Tuesdays’s attendees only)  

Transcript

Joanna Wiebe: Today we’re talking about messaging recommendation reports. Which is a tragically bad name, I apologize. It’s a very functional thing so I gave it a functional name when I first started putting these things together. And this was just like over a decade ago. So point was not to be creative and it’s still not to be creative. But rather just to help your client understand, or at that point it was an internal client, understand what’s up, what you’re gonna do.
The purpose of today’s tutorial is to give you a template and walk you through it. And this is because Paige, who was in my Mastermind and is now in the 10X Freelance Copywriter, slapped me and was like, “Hey, some of us were talking about how we’d like to see your messaging recommendations report.” But the one that I shared in the Mastermind was protected by an MDA, it’s just actual client recommendations so I can’t show that, Merna it was you, this is all your fault today Merna. Good, good job. So we bumped some things around in our calendar and I decided to give Paige and Merna what they wanted. I’m just a giving person, I’m just really, really, generous, just kidding.
So we’re going to go through and show you this messaging recommendations report, just the template because I can’t show you the finished version. But I’ll talk you through what to put on different slides. It’s really long, this is a 20 minute tutorial. So I’m not going to focus on every single slide. A lot of it is just like you know what to put on there, just go with your best instinct and then keep working through it and getting better every time you do this.
The point of this document is to be able to synthesize all of the stuff that you were doing in the research and discovery phase, combine it with what your client, internal if you’re in house, or external has told you about if they know their voice or if they don’t, if part of your job is to identify the best voice for them going forward you’ll do that. Usually in here, unless your whole project is around identifying and recommending the voice to use, but yeah, so this si where you synthesize all of that research and everything that your client has told you. And put it into a single space and then present it to them so that when you go forward and write web copy or an email copy, they’re already on board with what they’re going to see. And in many cases they’re already excited about what they’re going to see too. So, let me walk you through this and then be sure to use Q and A if you have any questions you want answered for the end of the session.
A little bit into this Sarah will chat out the link. Not quite yet but she’ll chat out the link to the template so you can go ahead and use it. But for now just like watch what’s happening and then get the template so that you’re not busy. Because the template I’m gonna show you is in Google Slides, and I’ve taken some of the examples out so that you can use it without having my examples inside of it. So let me share my screen.
Okay so you should now be seeing Messaging Recommendations for and then you just put the client name in. Now again, whatever you rename this, whatever you feel like. This has done the job for me with every client that I’ve had basically for, well almost every client that I’ve worked with, maybe not in the first year is when I was still figuring this stuff out, but as I move forward. Yeah, so you don’t have to worry about getting super creative or inventive and in fact when you get really inventive it can just … it’s usually clear over clever, right? That’s what we’re always going for. But be sure to brand this with your branding. This is all our stuff for CH Agency, this is our font that we use, etc. so go ahead and use whatever you want to, put your logo in etc. Do what you normally do this is just the content to fill in.
You want to open by restating the goal wherever possible. So if you’re dealing with a business, businesses like talking about goals, they like talking about how they’re gonna measure success, and why they’re even sitting here in the first place. Because they don’t like wasting their time. None of us really do. But this is an important thing and you don’t want to gloss over, especially when you’re presenting. Repeat the main goal of why you’re even working on this project and whatever that main goal might be, it’s really the reason they brought you in. And then any secondary goals that might’ve come out in your kick off call or even in your pre-proposal call depending on how you do your work. But you just want to state those quickly. In every case here, except in the case where we’re using BOC data and putting it on the page, in every other case you just wanna be as crisp as you can with what you’re saying.
Then you want to remind them of what they want. So this is outside of the goals. Like the goal is to increase revenue using X or whatever. This is more of like you want to position yourself as why in the market. You want to look better than the competition, you probably wouldn’t put it that way. But those sorts of other things that have come up. Especially in kick off calls and in interviews with founders and other people like the founding team. With marketers, things like that. So this is where you wanna put that.
For example, for a client it might be, you want to sell career success/power, you want to sell the ability to drive transformation change, you want to make it easy to advocate persuasively for the marketing team, you want to come out guns blazing, you want to make ever other competitor look like a toy, you wanna create and own the category. So importantly here the most ambitious priority, I like to put at the very bottom of the list because when you’re actually presenting this to them. When they’re reading it by themselves, which they won’t really do because you’re always gonna present this and then give it to them afterward, when they’re just reading it, they might pay more attention to that opening point. But when you’re about to transition to the next slide, that’s where there’s this pause, if you put the most ambitious priority there then that’s the thing that’s hanging in their head before you move on. So keep that in mind. Creating all the categories a really ambitious goal, they need to remember that this isn’t a small undertaking. They’re not looking for small wins, they’re looking for something big. And in most cases even when you’re writing something small, they’re still looking for that to be part of a bigger initiative or a bigger strategy. So remind them of that. Don’t be afraid to remind them of that because they’re gonna need to buy in to what you’re doing.
Then you want to list out the challenges that you noted. So as you did the research, as you talked to them, as you did that initial kick off call, etc. challenges they noted. If they noted something about the competition it can be good to lead with that. Especially if the competition is a big deal for them. If they’re like, “You know what, we’re killing it but people are starting to notice and now they’re basically cherry picking the features that they can tell people are most excited about, and they’re leading with these.” etc. etc. Okay fine so they’re worried about the competition without wanting to say, “You’re worried about the competition.” Because nobody wants to hear that. But what the competition is doing could be a challenge, what the market is doing if they market is shifting somehow, if the economy is shifting somehow, these are challenges that they noted. Not that you necessarily are bringing up.
This is still just the preamble before you get into it. So just setting the stage for the world in which you’re going to be writing copy to persuade people. Any challenges they might of noted about what the product or service does versus does not do. So we do X really well but we don’t really do Y well and people are starting to look for Y. People want an all in one solution but we’re focused on building just the best parts and not that extra stuff that most people don’t need. That might be a challenge they noted and that would be important for you when you’re messaging. If they mentioned any potential flaws in their value proposition. And then any other stuff that comes up.
These are just examples so when I walk you through this template you can start to imagine what you might put in there. But you might not put any of these on here. Ideally your client, when you’re talking to them in your kick off call especially, they will express some of the challenges and you will dig to get those. Like why now, why is this so important now, what’s going on in your industry, what’s going on your business right now? And that is what makes its way on here. But again, keep things short and crisp because this is gonna be when you present this recommendations doc to your client. It’s going to take the 60 minute meeting. And if your bullets are really long it’s gonna be even longer. And you’ll end up just reading them off and you don’t wanna do that.
Mandy we haven’t chatted out the link yet, you’ll get that afterward. I just want you to kind of focus on the template right now. Cool Sarah just chatted that to you. Awesome, thank Sarah. I knew you were going to anyway but whatever. I see chat open and I just react to things.
Okay so then we get into what we saw and heard. This is exactly, if I want you to replace the copy that you’re seeing up with curly brackets around it, replace all of that including the curly brackets, to be really clear. If there’s no curly brackets around it you can basically just take that, what we saw and heard, in this case I actually accidentally left our logo on this. But the template you have won’t have that.
So what we saw and heard and then you’re gonna get in to what you saw and heard. This is the research and discovery side. I think they’re really called curly brackets, yeah. So you want to go in and say, “Okay you engage in the immersive message-finding experience.” However you describe that. That’s just how we describe it. Then you wanna list all of the research that you did. So this should be kind of like a mega list. This is where you show, instead of just having to tell them that you’re not coming up with this on your own, you’re showing them just how much goes into it. If you’re like, “We did seven interviews with the team, we did five interviews with your customers, we did two interviews with past customers, we did three interviews with vendors, we did one survey with 98 responses and another thank you page survey that brought in 140 responses.” You just want to go through all of that, you did five user testing dot com sessions, just list it off. And that’s all you really want to do. You don’t have to say what happened in those yet. You just want to list off what you did here. So that they’re like, “Oh, Okay cool.” Again, you’re just at this point still trying to get them on board with like, “Yeah, this is still a very important thing.” Etc.
Now this is the part where you’re going to start listing out what you saw and heard in kind of categories. So as you’re doing all of this research, you’re going to start creating like buckets of things. Like, “Oh, this messaging seems to be about money outcomes. Like people are looking to save money, people are looking to make money. This is about saving time. This is about being more productive. This is about being more efficient.” And you’ll start to bucket those things or might be outcomes that they have like spending more time with their kids, spending more time with their partner, going on vacation. Those sorts of buckets that you’ll have and that’s where you would list these here so they have a sense for what you’re going to tell them. The basic rule of tell them what you’re going to tell them and then tell them what you told them. And this is really the beginning of tell them what you’re going to tell them. So it’s just like here are the categories of what we saw people talking about, again, this is the what you saw and heard section so it’s all about what other people say, everything you found in research and discovery, but synthesized. Not summarized, synthesized.
Okay, so you put as many categories as there are. It might be two, it might be 12, whatever came out of it. And in this case an example is if it was the categories for the one in the question were, money, output and utilization, productivity, visibility, facts not feelings, etc. etc. And then we’d get into those. So each bullet point here becomes its own slide with EOC data on it, which you’re about to see.
So category A would be like money. So money is here as our first one, this would be titled money. Again, no curly brackets. And then you put VOC in there, like actual VOC that supports that money message or whatever that bucket, that category is, you put like an exact snipit from what customers said about money outcomes they’re looking for or how the product has saved them money, or how it hasn’t made them money, or the service has, etc. But that’s what’s gonna happen here across all these different slides.
So in the case of money, exact VOC that we captured is. I just wanna know that I’m getting my money’s worth from the marketers or what percent of work is going to revenue generating content, etc. So you put those on the page and when you’re going through and presenting this to the client you’re really just helping them understand that these are the kinds of things that people are saying. This is the kind of stuff that might impact how you write copy that has to do with money outcomes. So if you end up, if the client’s like, “Yeah the value prop is around saving money.” Then you’re going to be pulling in voice of customer data like this to write your copy.
And as you’ve giving this presentation later, you’re helping them understand that, right? The reason you want to know this is so that you when I write a copy you know where those messages are actually coming from. And of course they bought into your conversion copywriting process, so they already know that you’re gonna use voice of customer data and frameworks, and a little bit of your own artsy brainy part to write really kick ass copy. And I mean a little bit, [inaudible] want to emphasize the [inaudible].
Category B and you just keep going on from there. Just continuing on until you’re done with all your categories. Etc.
Then what I like to do is, after I’ve started pulling, this is still in the what we saw and heard section. So what was a problem that you started to hear? What was a thing that kept coming up where you’re like, “Huh, is that like a problem, is that a need that we’re going to have to address?” And again, this is all to just give them what they need to know so that later they can review your copy in a more informed way. So you’re not springing stuff on them. You’re not just throwing things at them. This way they’re away that, “Oh X problem came up as I was doing this research.”
So in this case there was a value proposition problem. We would imagine there was value proposition for our features. Which means you either need a stronger sense of an algorithmic secret sauce or more of an emotional pull. And this is you consulting, you’re hearing, in the voice of customer data, you’re hearing and with what the client said, that there’s the sense that, “Oh everybody’s starting to do this and I really just have to choose the cheapest on out there.” Because it’s all just a features game. So knowing that, then you identify, “Oh, crap there’s a value proposition problem here. So what are some ways that we might hypothesize we could solve it?” And that might be okay we’re gonna look to express that there is this algorithmic secret sauce going on that you need to start messaging as like the reason to choose this solution or you’re gonna need a stronger emotional pull. Or whatever that is that you come up with. But point here is identify that problem and talk them through a little bit. This is an example, this isn’t the actual thing. This is what you’d want to fill in, this is the example.
And then get into and assessment of their current copy. Don’t go overboard and when you’re assessing a client’s copy always have strong empathy for the person who wrote it in the first place. So always be as black and white, and I don’t mean that as in bad or good, I mean like try to keep emotion out of it rather like remember that somebody wrote that copy and meant well by it. And they’re as embarrassed of that copy as you are when you come up with copy that someone tears down. You’re like, “Oh my gosh, I know, I know. But here’s why that happened.” So be careful because it might of been the founder who is now like hired you who wrote that. Or it might of been their sister or something like that and you do not want to offend that person ever. Always be careful when you’re critiquing your client’s copy and really when you’re critiquing anyone’s copy. Put yourself in their shoes. So just be careful that you’re always being very useful with your assessment.
And then that brings us to the next section around what we’re thinking about. So this, again, this would be a title slide for you. What we’re thinking about. I like to keep these pretty informal sounding so it’s not like all buttoned up and, “Mm, this is like a formal slide.” Because we’re gonna be talking pretty naturally with the client. We’re not informal with them but we’re just being natural. So here’s what we’re thinking about. Here’s what we heard all of this stuff. Here’s what that’s led us to think about.
For me that’s where I generally find it useful to pull in something that supports everything we’re about to say. So if it’s like, if the client in one of their interviews said something that was like, “Oh wow, that’s interesting. I hadn’t thought of it that way.” You can pull in someone else’s quote so it’s not just about what you’re thinking about. So yeah, a statement in an interview that got you thinking, it could’ve been the founder said something that had a light bulb moment for you. Whatever that is, put that here so they know it’s not just like the musings of a creative person. But rather people are saying things and it’s making you think X. Any other curiosities that have come up with what you’re thinking about. What you’re starting to think about as you think about writing the copy.
As you’re doing all of this research you will start thinking things. Of course you will. Like, “Huh, I wonder if this is even the right market for them.” Or, “I wonder if we should emphasize this feature that everybody’s talking about but we really don’t see played up that much in the copy.” Or other stuff that’s coming up for you as you’re listening. This is where you’re starting to bring that up for them so they can pause you and say like, “Well hold on, that’s interesting. Why do you say that?” And then we get to have a discussion with them. And that will help make life better when it’s time for you to write copy and then review that copy. So just do as many of these as you need to.
You can’t tell this is another slide on the same one. I hit forward and this is just the same slide.
And then you get into your recommendations. And recommendations are gonna be around voice, around [inaudible] messaging, around the value prop, and actually getting into some copy in some cases. So voice, primary value prop, if you have and customer facing value proposition options, you would put that here, and then you’d put sample copy. And again, this is just the slide itself. So the only thing you’re replacing here is that number sign with the actual number like three customer facing value proposition options. And then some sample copy.
Now if you’re like well voice isn’t part of this project, I still think it’s useful to reiterate to them what the voice is that you’ve heard. Because they’re like, “Oh we already have our voice. Cool.” Just reiterate it. Make sure that everybody’s on the same page because you will, usually from messaging recommendations reports have sample copy in it where you’re using the voice. And they need to still be remember or they need to know, “Oh yeah, that was our voice. That’s our voice. We’re all aligned on that. That’s why the copy sounds like this.”
Primary value prop, if you are including value proposition as exercises as part of your project, which a lot of do when we’re dealing with SaaS companies in particular, then you’ll want to include that here. Now if you aren’t, then it would just be other things for other recommendations that you are making. Pretty straight forward stuff.
Okay, so this is the voice slide. Don’t spend too much time on this stuff unless it’s and entire voice project. In which case you wouldn’t be doing this sort of layout, this sort of presentation anyway. You want to, I find it useful to put a picture that represents the voice that we’re talking about, so the brand name voice is and then what it is and then just fill in that little template there where you’re replacing the blanks and the curly brackets with actual adjectives, etc. Just make sure that everybody’s bought in to what this is before you move forward because you’re gonna be writing copy and they’re gonna see copy that uses this. So make sure you pause on this when you’re reminding them of the voice or making the voice recommendation to them to get aligned before you move forward. In the presentation I mean.
Now we’re going to get into the value proposition. So you state the value proposition, so you say, “Primary value proposition.” And that’s the internal one where [inaudible] usually be like brand name is and then, or brand name does and then the other stuff that follows that. Whatever that might be. So if it’s … and we have books, eBooks at Copy Hackers on how to develop your value proposition. So I’m not gonna get too deeply into that right now. But it’s really a statement of what’s unique, most unique, and highly desirable about the product or service that you’re trying to sell. Our value prop can be at the brand level, it can be at the product level, it can even be at the feature level. So just make sure you’re clear on what that is. Usually in this recommendations report we’re talking about the brand level value proposition but if you’re writing a sales page for a particular product. You might want to be at the product level value proposition.
Okay, and now the customer-facing options. So now you’re gonna show them the actual copy that you’re recommending. And this is gonna read a little bit like tag lines sometimes but in the case of working with SaaS companies, it’s likely to be the headline on the homepage if it’s working on a long form sales page it might be a repeated message throughout the page and especially in the closer area of the page. It’s that snappy thing that they can walk away with and kind of build a whole brand around.
So you’re gonna put that tag number one, whatever that statement is, you’re gonna write it there. And then you’re gonna say, X person like marketers, then a verb of achievement or accomplishment with product name. So marketers will build better marketing teams with HR for marketers or whatever that’s called. But you’re just gonna complete that really straightforward formula.
In this case this is an example of GitPrime’s new site is live and it’s the one that I showed the team in the Mastermind. So what we do after we put this together, so replacing tag one here was, engineer’s built business, that’s what the tag line said, that’s what the customer facing value prop was. Engineers build business. And then we showed it to them in a space where they could start imagining it. The more you can do that, and this is why I recommend you get familiar as a copywriter with Photoshop or with [inaudible], really just like doing what it takes to help bring your copy to life so the client better understands. And as soon as you put it into a picture you win. So take that copy and put it into a view like this so they can see, “Okay, this is how our value prop would appear on the homepage.” And obviously be like, “You know what, guys I’m not a designer. But this is one way it might appear. Just to give you a sense for how you might use this.” So as soon as they can see that kind of in real life then they can kind of get a sense for how they really feel about it. And then you talk them through that. So you would replace this, of course, with your own mock up.
And then what I like to do is make sure I identify if it’s going to work. And this is just a basic [inaudible] analysis, is this going to work for the people that you’re trying to [inaudible]. So in this case it was executive stakeholders and decision makers, senior engineering leaders, engineering operators, and engineers. It hit the mark on all four, cool. We’re also trying to solve in SaaS for these things, acquisitions, activation, retention, revenue, and referrals. It’s called pirate metrics, if you’re not familiar because it’s AARRR. Acquisition, Activation, Retention, Revenue, Referrals. We’re like, “Yeah, it’ll solve for all those things too.” So that helps them understand it’s not just about their gut but will it work through their funnel, will it carry people through their funnel, etc.
And then if there’s any quote that you might happen to have from a team member that reinforces the proposed value prop, then you put that there. And I think in this case it was like Travis Founder was like, “Engineers just love building cool shit.” And that was his actual statement. So I wrote that in there, he said that swear word so I put it down on the page because he was comfortable with it, I’m comfortable with it, if you’re not, don’t worry about it you can always like whatever it. But in this case that was his exact quote so I put there. And it supported the value prop. And of course the founder, seeing his own quote supporting that, if he already liked the value prop, now he’s like, “Yes.” And if he didn’t like it now he’s like, “Well, maybe. Because I did say that.”
And then it should be tag two. I have a cold. And the tag two in this case was at scale. And so we had things like visibility at scale, productivity at scale, insight at scale, evaluation at scale, whatever that is. But you’re gonna put your second example in there with other mock ups. In this case it was the whole idea was the at scale thing so we just showed how it would change, the copy would change and how the things, they would figure out. But this is the point.
And then we showed if it was solving for everybody. And who it wasn’t solving for. It’s not solving for engineers which are the ultimate people that need to say yes to this. And it’s not solving across the funnel, so you wanna make sure that you present a couple that do solve, that do hit all the points. And then a couple that you might actually feel could be strong, but they might not hit the mark. And this is useful in the event that, you’ve been hearing the same kind of phrasing coming up and we heard at scale come up again and again. And we were working with GitPrime, and we didn’t think they wanted that for the value prop but it made me start thinking about how it could be used as a value prop. And I couldn’t get it out of my head and then when I did this analysis to see who it would resonate with, I found that only two of them would. Then it was easy for it to kind of slip out of my mind.
And then it’s also helpful in the event that the client was thinking at scale should be part of their value prop. Then when they see, “Oh, yeah. One I’m not sure I love it. Two it’s not really solving for all the parts that we need it to solve for. Cool, now we can kind of eliminate any ideas that might otherwise spring up in brainstorming sessions.” So that’s a useful thing to do.
And then we’re getting into sample copy and this is where we’re at the end of it. So by this point the client should be like kind of stoked about what they’ve seen and now you’re gonna finish with a bang because they might not even have expected to see sample copy yet. And you’re gonna walk them through it and you’re gonna educate them a bit as you do. Now by the time they hire you they’ll understand you’re a conversion copywriter. They may understand that you speak in stages of awareness and have other rules that other copywriters don’t follow. But yeah, we’re gonna show them. We’re gonna remind them of that.
So we’re gonna walk them through sample copy for each of the stages of awareness. It’s unlikely you for unaware, I never write copy for unaware people. That’s usually a really top of funnel content sort of thing. So I would get into problem aware. I’m gonna tell them, “Okay, this is the copy that we would share.” Sample copy for someone whose problem aware and then tell them what that might be. Like, if an engineer is X, you just fill that in. And just help them understand, oh an engineer who doesn’t understand they have a problem or that there’s a solution yet, they’re just starting to feel the problem. Like, I don’t know whose who on my gigantic remote team. I can’t even figure out my team at this point. So they’re problem aware, that’s it. Then you wanna express what that is. So focus on problems driving, let’s say, engineering managers to seek a solution.
And then you want to express the proposed CTA as well so they’re not always walking around thinking, “Oh, every single person should always be starting a trial.” Because once you propose copy to them, once the actual copy’s ready to go, for a problem aware audience they’ll need to be reminded at that point that the CTA should not be to start a trial or book a demo.
And then you can show them sample copy. And this is where you take that voice of customer data and you put it on the page. And this is the beginning of a repeatable messaging doc which is a really helpful thing for a copywriter. So you can take this, use it as a starting point and then just keep flushing it out as you come up with new copy.
Now that’s another conversation entirely, the whole repeatable messaging thing. But this is where you’d actually just start writing the sample copy. So if you’re like, “Okay, here’s how that value prop might work for a problem aware person land on a page that’s like a tour page.” “Okay, here’s the headline that I would write, here’s proposed body copy one, here’s proposed body copy two.” Etc. And you go through and you do that, this is the second slide that does the same thing.
Then solution aware. Again, you’re kind of taking a lot of what’s already here and then including … and really you don’t have to modify anything here outside of removing the logo. And then you do more of the same but this is for a solution aware audience. You’re talking about solutions they may have tried that might have frustrated them and leading them toward product awareness. And then you get into product awareness.
So you’re gonna remind your client that means this is where we get to start talking about features. We get to start with the most compelling features of course, etc. And the CTAs are gonna be more around X, Y, and Z. And then you just repeat. And in this case you’ll have like because it’s for the product, or service, you may have more of the actual screen shots, and demos, and other sorts of videos and GIFs that you’d put in here. And that leads you to most aware, where you’re going to show them a really quick mega list of what might appear at the bottom of a page once you move someone from problem to solution, to product, to most aware, this would be the closer section at the bottom of your page.
And then any other copy considerations you have. Like if you know that they wanna use a message about how they get marketers to complete their tasks 20% faster. Well if there’s an objection to that, that has surfaced so far then you wanna put that there. So these are other considerations that will help you as you go forward writing copy. You get a line [inaudible] the client on what you’re probably not gonna actually say. Even though it’s come up. So this cool message came up, we know it sounds interesting but there’s this objection over here that we have to address. We might address it but just so you know here are some of those challenges as we go forward and write the copy.
And that is the end of it. That’s where we would end. And so Sarah, yeah, if you don’t mind chatting out the link to the Google Slides and then y’all can go forward and use that yourself, the secret link. That was a much longer tutorial than 20 minutes, but it always is. I mean it is but hopefully you can now put together messaging recommendations report which can actually be something that you sell as a project onto itself. So you wouldn’t share this until after you presented it to the client. So I wouldn’t send it to them.
Yeah, I still send it about 10 or 15 minutes beforehand because you don’t want them to be thinking the whole time, “When do I get my copy, will I get my copy?” But you also don’t want to give them too much time in advance to go through it.
I hope you find this valuable. It really is a lot for you to go forward and start doing, if you do this. And you can sell this as a project unto itself. So once you do the research, if you know that your client is looking for value props, voice, etc. This is a great template to go with. Awesome, thanks guys. Thanks Sarah and we’ll see you in our next Tutorial Tuesday. Have a good day guys, bye.

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How to write a long-form sales page
How to write compelling “agitation” copy
How to write holiday copy
3 essential copy techniques to use daily
How to write a sales page
How to optimize crossheads/subheads

AD COPYWRITING
How to write an Adwords ad
How to write Facebook-compliant ads

DIGITAL MARKETING
How to evergreen your course sales
How to get more subscribers
How to script the first sales video
How to script the second sales video
How to script the third sales video

EMAIL COPYWRITING
How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

FREELANCING
How to write a project proposal
How to present your copy to clients
How to get more proposals approved
How to wireframe your landing pages
The art & science of pestering
How to pitch your copywriting services
How to create a biz-worthy home office
How to handle awkward client convos
How to master customer interviews
How to Marie Kondo your VoC data
How to keep your copy reviews on track

PLANNING & PRE-WORK
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
How to use SEO landing pages
Creating a launch command center
A 3-part copywriting process for newbies

OPTIMIZATION
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
Optimize your email sequence with Trello

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to make your writing sound good
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide
Getting creative with conversion copy

THE SEVEN SWEEPS (Editing)
Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep

Our most popular tutorials

COPYWRITING
How to write headlines
How to be specific in your copy
How to write great bullet lists
How to write a long-form sales page
How to write compelling “agitation” copy
How to write holiday copy
3 essential copy techniques to use daily
How to write a sales page
How to optimize crossheads/subheads

AD COPYWRITING
How to write an Adwords ad
How to write Facebook-compliant ads

DIGITAL MARKETING
How to evergreen your course sales
How to get more subscribers
How to script the first sales video
How to script the second sales video
How to script the third sales video

EMAIL COPYWRITING
How to write welcome emails
How to write a launch-day sales email
How to write a last-day launch email
How to write a cold email
How to write cold emails for services
How to write a trial-ending SaaS email
How to write a post-welcome SaaS email
How to write TOFU emails

FREELANCING
How to write a project proposal
How to present your copy to clients
How to get more proposals approved
How to wireframe your landing pages
The art & science of pestering
How to pitch your copywriting services
How to create a biz-worthy home office
How to handle awkward client convos
How to master customer interviews
How to Marie Kondo your VoC data
How to keep your copy reviews on track

PLANNING & PRE-WORK
How to research a blog post
How to plan a SaaS onboarding funnel
How to use Amazon review mining
How to do a content audit
How to know what your visitor’s thinking
How to use SEO landing pages
Creating a launch command center
A 3-part copywriting process for newbies

OPTIMIZATION
How to optimize a headline
How to optimize a SaaS sequence
How to optimize content for SEO
How to validate your copy
Optimize your email sequence with Trello

CONTENT
How to write an epic blog post
How to write a mass-appeal blog post
How to write funny content
How to make your writing sound good
How to keep readers reading
Blog post formula for authority building
How to write an ultimate guide
Getting creative with conversion copy

THE SEVEN SWEEPS (Editing)
Sweep 1: The Clarity Sweep
Sweep 2: The Voice + Tone Sweep
Sweeps 3 & 4: The Believability Sweeps
Sweep 5: The Specificity Sweep
Sweep 6: The Heightened Emotion Sweep
Sweep 7: The Zero Risk Sweep