How we write: our creative process
Whether you want us to write an article for your newsletter, create content for your website or develop a tone of voice for your brand, we use a process that stimulates creative thinking.
Five steps to compelling copy
Based on James Webb Young's technique for producing ideas, our copywriting process has five simple steps:
1. The briefing
This is the bit where you tell our copywriters about what you want to achieve. We'll ask for information about things like your organisation, your product or service and your audience. Take a look at our post on how to brief a copywriter to learn more about this.
2. The research
After the brief, we add the information you give us to ideas we find through research — everything from styles of writing to cultural influences from art or advertising. We look things up, we ask questions, and we scribble everything down until we’re exhausted. Then we nip out for a walk.
3. The walk
Why do we go for a walk? Because the best ideas pop into your subconscious when you’re doing something else. So after we’ve thought really hard about an idea, and gathered all the information we can, we let our subconscious work on it for a while, making the connections that create compelling copy. Read our post about why walking is good for creative thinking for more on this.
4. The ideas
After we’ve chewed things over away from our computers, we head back to the keyboards and pour out all the creative ideas our brains have brewed up. Then we re-work them, write them up — making sure they meet your brief — and send them to you. Writing is a collaborative process, so sharing our ideas and developing them together is an important part of the process.
5. The feedback
Finally, we get your feedback and work with you to polish the ideas, editing and re-editing until they’re ready to go out into the world as finished words. And we don’t let them go until you’re happy. If you'd like to know more about feedback, take a look at our post on how to ask for feedback about your copywriting.