How to Craft Copy – Strategy Before Style

If your copy isn't quite hitting, make sure you're connecting it up higher with strategy. Messaging starts with objectives - what perceptions or actions do you want to change or reinforce in your readers? If you only think about the cool things you want to show off - like benefits, features, new products - you might not move the needle the way you want. And that's the difference between copy and great copy: is it helping the business accomplish what it needs? 

Here's the hard truth: clever headlines and punchy CTAs mean nothing if they're not serving a clear strategic purpose. Before you write a single word, ask yourself three questions: 

What specific behavior am I trying to drive? Not "engagement" or "awareness" - actual behaviors. Sign-ups, purchases, referrals, retention. Get specific. 

What perceptions currently stopping my audience from taking that action? Do they not trust you? Do they not know what you actually do? Do they think you're too expensive? Your copy should directly address these barriers, not dance around them. 

How will I know if it worked? If you can't measure it, you can't improve it. Great copy is accountable copy. 

The most beautiful prose in the world is worthless if it doesn't move your business forward. Start with strategy, then make it sing. Your conversion rates will thank you.