Proper copywriting is a highly specialized form of creativity that can result in powerful, compelling messages that support various marketing efforts. 

It involves several stages, from research to drafts to peer reviews and finalization, and each stage is essential for successful campaigns. In this blog post, we’ll take a closer look at the copywriting process, so you can learn how to make the most out of your copy.


The first step in any copywriting process is research. Not only do you want to make sure that you understand who your target audience is and what they need from your message, it’s important to thoroughly understand the services and products you’re creating copy for. 

Additionally, researching market trends and competitors will also help you create messages that will stand out among other similar campaigns. Finally, researching keywords related to your product or service will be helpful when it comes time to write content for SEO purposes. In short, the research you conduct should entail:

  • Your target audience’s interests, values, and pain points. 
  • The details of your products and services.
  • Market trends.
  • Competitor messaging.
  • Keyword research.

Define Objectives

Once you’ve done your research, the next step is creating a clear brief on what success looks like for your campaign. The brief should include elements such as what kind of message you want to convey, any particular goals you have for the campaign, such as increasing sales or website traffic, which channels are best suited for the message (e.g., email versus social media), and any metrics used to measure success (e.g. click-through rates).

Start Writing

After the research is performed and objectives are defined, it’s time to begin crafting the actual message. You want your message to be succinct, but rich with information at the same time. Aim for an average length of 25 words per sentence in order to keep readers engaged without overwhelming them with too much information all at once. 

Additionally, writers should utilize:

  • Storytelling techniques such as analogies or anecdotes; this not only adds interesting visuals into your message but also makes it easier for readers to connect with it emotionally. 
  • Consider using tools such as power words and emotional triggers in order to make your messaging more impactful and attention-grabbing.

For those with writer’s block or in a time crunch, AI writing tools such as ChatGPT and Jasper can be crutches to lean on. With the right prompts, these tools can output decent content quickly. Just be sure to proofread, fact-check, and add your brand’s voice to the results to ensure the written content represents your brand accurately and seamlessly. 

To learn more about The Old State’s recommended copy writing strategies, be sure to check out our white paper, Immersive Marketing, coming soon!

Proofreading (Copy Editing)

Even one spelling mistake could hurt the credibility of a campaign. Before copy is published, it’s important to have it reviewed for errors. Writers should use proofreading tools, but it’s important to remember that even the latest in editing technology may not catch everything. Also enlist colleagues who are good writers in order to check over everything before publishing. You should also have your work approved by a key decisionmaker to ensure that you have crossed your t’s and dotted your i’s appropriately.


Once everything looks good on paper (or screen), publish away! And don’t forget about post-campaign analysis. This helps you determine how effective certain elements were and how improvements can be made in future campaigns if needed.

Copywriting is an important skill set necessary when crafting marketing messages, but it's also a thorough process that requires dedication. Luckily, with some basic knowledge of each step outlined above, along with practice and hard work over time, anyone can become an effective copywriter who creates amazing pieces of content that truly resonates with their target audience!

Work with The Old State

If your digital marketing could benefit from strategic planning that incorporates your brand while making a connection with your specific target audience, don’t hesitate to reach out to The Old State. Our expert copywriters, marketing specialists, and design team would be happy to help you construct powerful marketing campaigns that are designed to increase brand awareness and promote lead generation.