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a subscriber asked me to review his copywriting process the other day.
and to be honest, it sounds like he’s gang banging anytime he has left in the day. I mean this would take him HOURS when it should take like 20 min.
it was one of those step-by-step things where you research for a set amount of time, then move into the next stage, then use AI for different parts of the copy.
and honestly, the main thing I noticed was this:
research is doing too much.
you shouldn't just “spend 1.5 hours” because some random checklist said so.
you should research until you fully understand the audience.
and with AI, that can usually take like 5 minutes.
but it depends what you're doing.
it can be a week or something if you're really going at it, but honestly, it shouldn't take you more than an hour most of the time.
the point is:
research until you understand the audience.
not just for no reason.
I also didn’t really get the part about separating research from writing.
you're going to have to understand the prospect anyways once you write copy, so why not do it with context?
sounds like a waste of time tbh.
some of the “before writing” section was pretty good, but don’t overwrite.
because once you start using AI for angles, bullets, and headlines, the AI is basically writing almost all your copy.
and I’d say make the angles, bullets, and headlines yourself.
they’re important.
and if you’re new, don’t use AI at all.
the “revise 5 times” thing is just fluff tbh.
just write it well the first time and polish it.
step 5 was pretty good though.
and honestly, I don’t really use swipe files.
I used to be all over them, but tbh, when your research is good enough, you don’t gotta worry about that as much.
because good copy doesn’t come from staring at 900 old ads and hoping your brain magically does parkour.
it comes from understanding the audience so well that the angle is obvious.
the headline is obvious.
the bullets are obvious.
and the offer basically tells you how to sell it.
so yeah.
research until you understand the audience.
then write.
not because some checklist told you to spend 1.5 hours pretending to be productive.