Organizing:

Years ago, I used to cut up my typed notes and paste each bit of information on an index card. I’d write a descriptive topic title at the top of the card. Then I’d arrange the cards, so the information was roughly in the order it would appear in the copy. This order usually came to me as I studied the material.

These days, I use Airstory by CopyHackers to accomplish the same thing on my computer screen.

The Copy Platform:

Next, I write a copy platform describing the page or promotion I intend to write, including the assumptions made about the audience and the theme or slant of the messaging.

Sometimes this platform is a brief, informal memo. But when I feel the client and I would benefit from greater detail, I do a more formal copy platform.

Copy Validation:

Once the client approves the platform, I write, edit, and validate the copy. I go through many drafts before showing it to the client, including 9 Copy Sweeps evaluated through the lens of my 7-Cs Copy Rubric. (You can see more about these edits on my Copy Coaching page.)

Wireframing:

When appropriate, I also drop the copy into a wireframe to give the client a better idea of that copy’s layout, content and functionality on the page.

Client Review:

The client provides comments in any manner and format he or she prefers.

However, I think the best method of reviewing copy is to read it as an electronic file and make your comments directly on the file, using “Track Changes” in Word or the “Suggestions” feature in Google Docs for smaller projects. Clients can also comment directly on the canvas in the wireframes I provide on larger projects.

Doing so makes it much easier to comment at length than writing in the limited space available on a hard copy with a pen or sending comments through email. I highly recommend that clients use this online method of copy review.

Revisions:

I revise the copy until the client is satisfied and approves it. If I am concerned about a specific edit or change request, I express my viewpoint politely and without being argumentative. If the client, after hearing my objections, still wants to proceed with the requested edit, I acquiesce pleasantly.

Final Design Review:

I like to see the project in its design before it’s published online or offline. This allows me to check that all components are in the right place, and that the design is as effective as it can be.

I also have my proofreader do a final proofing on our end. However, the client is responsible for final checking of all copy, design, and production elements.

I give the corrections and comments to the client. The promotion is then theirs to publish.

For copy that won’t be going through testing or optimization, this ends the project.