The following is a rough draft of a process I am developing to maximize my effectiveness in direct response copywriting. It’s based on a presentation I recently heard by Michael Masterson and John Forde.
I am posting it here for your comments. Again, this is just a rough sketch based on my notes from the presentation. My intention in posting it here is to aid me in further refinement of the concept.
1. Research Phase. Interview the client. Interview the prospect. Learn everything possible about the market and product. Fully grok the offer being made to the prospect.
2. Creative Phase. Use the creative techniques of Gary Halbert, David Ogilvy and James Webb Young to produce the “Big Idea” in your mind.
3. Sharpening Phase. Refine the “Big Idea” by writing 100 variations of headlines. Choose top headline from this phase and put on paper as your draft headline.
4. Awareness Definition Phase. Define the awareness of typical prospect about the product and offer, as per the teachings of Eugene Schwartz. If prospect is least aware of what’s being offered, choose a least direct lead. If most aware, choose most direct lead.
5. Lead Selection Phase. Choose the most appropriate of the six primary leads. If least aware, consider the least direct “Predictions” or “Stories” lead. Followed by the “Secrets” and “Problem-Solution” leads on the awareness scale. If more aware, choose a more direct lead, such as the “Invitation” lead, or the most direct possible, the “Promise & Offer” lead.
6. Peer Review Phase. Write the first 200-300 words of your headline and lead. Submit to peers using the AWAI Peer Review process. If you score high enough using the Peer Review Process, continue to write the rest of the package.
What do you think of this process? What’s missing? What’s flawed? What’s on target? Let me know your thoughts in the comment section below.