I’m being cryptic on this one, because I need you to promise me that if you listen no other Build Your Copywriting Business podcast episodes, you’ll make time for this one.
In addition to your creative brief (that you need for every project), you need to start with this step—before your fingers even hit your keyboard to write copy.
Too many copywriters skip this step and it shows in weak copy. Make sure you’re not one of them.
I promise that including this step on every project will save you time AND will result in much stronger copy.
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A Sneak Peek at the Episode
[02:38] The concepting phase happens before you are sitting down to write, even well before you’re sitting down to outline. You are coming up with possible iterations, possible directions for taking the project. Compare it to brainstorming. You need to include time for concepeting for every project. Even if you’re like, “It’s just a a short email. I’m just gonna put pen to paper.” That’s how things go off the rails. Skipping concepting and skipping the creative brief are two areas where projects go wrong.
[06:45] What concepting really helps you do is really hone in the big benefit you’re trying to communicate. As an example, consider dog collars: What if, instead of writing it from the perspective of, ‘Hey, dog owner, you need this dog collar. Here’s why it’s so great,’ you took the perspective of the dog? What if you write as if you’re the dog and presenting why this collar is so great?
[7:50] How do copywriters prove that we can do our work better than AI? Concepting is a prime example, because the way that AI works, it gives you the most likely possible outcome. It combs through it, it takes everything that’s out there, regenerates, and it gives you the output that it thinks you will be most likely to like. And which means that it’s going to be the most common possible output. Which means that it’s not going to think, “Oh, you know, what if we did this dog collar ad from the perspective of the dog?”
[10:14] You might have a few concepts, but put a time limit on this phase. That tim will vary based on the scope of the project (more concepting time for a campaign with multiple deliverables versus one email). Narrow your concepts down to the two or three that feel strongest. Ask yourself: Is this just cute and funny without serving the purpose of the brief? Always check in with the brief to make sure that you’re answering it, and that you’re getting to that benefit.
[14:34] For larger projects, you’ll want to present your clients the concepts first before writing all the elements of the project. Typically, you may present one “safe” concept and one that is bolder. Once your client chooses a direction, then you can start outlining and writing. This helps ensure no time is wasted on a direction your client isn’t on board with.
[17:00] Get feedback! Copywriting is collaborative. You can ask fellow copywriters (CCA students, use the Facebook group!): “Here are some concepts I’m playing around with. What are, what are your thoughts?” We don’t have to put all the burden and pressure on ourselves to come up with the perfect concept. You can ask your designer if you’re working with one. The target audience (if you have access). Other people will see things from new angles you hadn’t thought about, which can save you from unintentional references that are not how you want to present your client or your client’s product/service.
[21:24] The client, of course, has the final say. Some things may get into the world and people may not “get” it, but collaboration, and speaking up, and thinking things from different directions and letting ideas marinate in your mind can all help your copy land as intended.
Must-Hear Takeaways
As with every episode, we highly encourage you to listen to the entire conversation! But here are a few of the highlights:
“Concepting is a little bit nebulous. It’s that first step. But again, that’s why that’s the mess of this process is so helpful to getting to a place where you have a beautiful, clean final product that all is cohesive, that’s focused, that hangs together, that, yes, answers the brief, but doesn’t go off on tangents and try to pack too many things into one deliverable.” – Kate
“ For me, with bigger teams, if we’re doing a concepting phase, I like to concept on my own a little bit, so that I’m coming to our concepting meeting, our brainstorm, with some thoughts already. Obviously, you can react to other people and build off other people’s ideas, but for me, I know that I work better doing some thinking in advance, and potentially after that brainstorm.” – Kate
“This is the time to go big, outside of the box. It’s so much easier to take a whole bunch of ideas and then whittle them down to what you actually want to work on versus starting with one little limited idea, and then trying to make that bigger, and then trying to extrapolate on that. It’s so much easier to start with all of these great wonderful, wild ideas.” – Nicki
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About the Build Your Business Podcast
Ready to turn your love of writing into a successful copywriting career?
Join professional copywriters Nicki Krawczyk and Kate Sitarz to get the tips, tools, and training to help you become a copywriter and build a thriving business of your own. Nicki and Kate have 20+ and 15+ years of experience, respectively, writing copy for multi-billion-dollar companies, solopreneurs, and every size business in between.
Whether you want to land an on-staff job, freelance full-time and work from wherever you want, or make extra money with a side hustle, the best place to start learning is right here.
