Every project -- regardless of size, type, or client -- follows this process. It is not a marketing diagram. It is how the work actually runs.
We start with a scoped discovery session to understand your audience, your offer, and what the copy needs to do. No guessing at what the market wants.
A confirmed written brief summarizes everything we agreed in discovery. Writing does not start until this is signed off. This is non-negotiable -- it is why the first draft comes back right.
We research your category, competitors, and buyer voice before writing a single sentence. Good copy starts with understanding, not creativity.
The first draft arrives with an annotated cover note explaining every major structural decision. You should know the reasoning, not just receive the result.
Revision rounds run until the copy matches the brief or the included rounds are complete. We address notes as consolidated rounds, not piecemeal changes.
Final files arrive in your preferred format -- Google Doc, Word, PDF, or plain text. All services are delivered digitally. Nothing shipped.
The six-step summary is how the process looks from the outside. Here is what actually happens inside each one.
Discovery is a 45 to 90 minute video call. We cover your target audience in specific terms -- not 'small business owners' but the specific type of person who buys from you, what they were doing or experiencing before they found you, and what finally made them buy. We go through your offer in detail, your pricing rationale, your competitive landscape, and any constraints that will affect the copy (compliance requirements, tone restrictions, word count limits). We also ask for examples of copy you like and can explain why you like it. This is not optional. The quality of the discovery session is the ceiling on the quality of the copy. We send a prep document 24 hours before the call so you can prepare.
Within 24 hours of the discovery call, we send a written project brief covering every key decision: audience definition, offer framing, primary objection, tone and voice, deliverable specification, revision scope, and delivery format. You review it and approve or amend it. Writing does not start until the brief is confirmed in writing from your side. This step eliminates the vast majority of major revision rounds. If the brief is wrong, we can fix it before writing. If we discover it is wrong after writing, we fix both and that costs everyone time. The brief confirmation is the most important thing you can do to keep the project on schedule.
Research happens after the brief is confirmed and before any copy is written. We review customer testimonials and reviews in your category to extract the specific language your buyers use to describe their problem and their experience with the solution. We analyse your direct competitors' copy to identify positioning gaps. We research relevant studies, data, or statistics that can support specific claims in the copy. For email sequences, we map the buyer's email behavior and psychology at each stage of the sequence. This research shapes the structure and language of everything we write. It is not something we do quickly -- it typically takes one to two business days per major deliverable.
The first draft arrives as a Google Doc with edit access and a cover note. The cover note explains the structural decisions we made: why the headline is framed the way it is, why certain sections appear in a specific order, why specific language was chosen over alternatives, and what objection each section is addressing. This is not padding -- it is the information you need to evaluate the copy intelligently and give useful feedback. We have found that annotated drafts reduce revision rounds significantly because feedback becomes specific rather than vague. You know what to compare the copy against because you can see the decision-making behind it.
Revision rounds work like this: you compile all your feedback in one document or set of comments. We implement the changes in a single round. We do not work piecemeal or in real time -- consolidated rounds produce better results because we can evaluate feedback together rather than making changes that conflict with each other. Feedback that falls outside the confirmed brief is handled differently: we discuss whether the brief should be updated or whether the scope needs to change. We do not simply make changes that contradict the brief without discussion, because that can undermine the strategy behind the copy.
Final delivery happens digitally. We deliver in Google Doc format by default, with edit access so you can copy and paste directly into your platform. We can also deliver as a Word document (.docx), PDF, or plain text file on request -- state your preference in the brief and we will match it. Grant applications and formal proposal documents are typically delivered as PDFs with specific formatting. Email sequences are delivered with plain text versions alongside the formatted versions. We do not manage implementation, account setup, or publishing. The writing is the scope.
These are starting-point estimates. Your project brief confirms the exact timeline before work begins. Timelines start from the date the brief is confirmed in writing, not from payment date.
Payment is first. Discovery comes immediately after. No work starts without a confirmed brief.
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