As the go-to freelance copywriter for many top agencies and designers, I never shoot from the hip. Instead, I follow a proven process for creative development—one that ensures I understand your business, brand and message. Nothing fancy here. Just four basic steps.
Every creative project should begin with a critical look at the current position of your company, brand or product—followed by a keen understanding of where you want it to be. This step includes interviews with key executives and online research.
This step takes everything learned in Discovery and boils it down into a strategic point of difference for your company, brand or product. The findings will help identify the messaging that will best resonate with your audience.
The creative process begins here. The concept becomes the creative framework for your communications piece. A concept is more than a design treatment or theme; it's a creative idea that embodies your point of difference and unifies your message.
The first three steps create a solid foundation for your communications piece. In step four, the writing begins. This includes a copy outline, first draft and revisions.
