How I Work

Having a process reassures clients and makes certain I get the message right every time.

My Approach to Copywriting Projects 

Clarification of requirements

During our first conversation we’ll talk about the problem you’re trying to solve, your budget, deadlines, page requirements, and other preliminary information to help me determine whether the project is a good fit.


Project Proposal

I’ll send you a proposal that includes a summary of our conversation plus typical things you’ll need to know before deciding to do business together: pricing, payment terms, guarantee, cancellation policy, and any assumptions.

To ensure the project has a firm foundation, I’ll also send a set of questions about objectives, tone, audience, competitors, what makes you different, call to action, and the like.


Brief / Fee agreement

Once I’ve reviewed your answers to my questions, I’ll draft a creative brief describing the project in detail. The brief is a working document so if you want to change or add something you should. Once the brief is finalized and signed, it becomes our fee agreement.



This is where the heavy lifting starts. I’ll read your website, brochures, blog posts. I’ll check out your competitors. I’ll study your market data and interview customers and key stakeholders. I’ll thoroughly examine your product or service for features and benefits. I’ll ask for copies of previous collateral. The best research is deep and wide.


First draft

If the project is large, I’ll send you a preliminary page or two. This will eliminate any risk of my being on the wrong track. You can tell me what you like, and I can learn your preferences. Otherwise, you can expect a complete draft.



During this stage you’ll give me honest and thorough feedback and we’ll discuss possible changes.


Second draft

I’ll incorporate your feedback and changes we’ve discussed. I’ll send this second draft to you for your review.



You’ll read the second draft and check the facts, that the tone and voice are appropriate, the flow, and other important elements. You’ll then send your comments back to me and, if necessary, we can talk to clarify what’s needed.


Final copy

I’ll make any changes from the review and then polish the final copy. You’ll be delighted. I’ll probably have a cocktail.



This could be as simple as an email. It might say, “This is great. Thanks.” It might be more comprehensive depending on how many approvals are required.



The invoice will reflect the cost and terms written in the fee agreement.