The 4-step copywriting process is the secret behind every successful piece of content but it’s also the most commonly ignored.
Let’s be honest… how many of us jump straight into writing when we’re creating content?
We stare at the blinking cursor and just start typing. After all, we’ve got deadlines, right?
But here’s the hard truth: most content marketers skip 75% of the copywriting process… and then wonder why their content doesn’t land.
If you’re guilty of this (no judgment, many of us are), it’s time to step back and rethink your approach.
The Real Copywriting Funnel: Think Before You Write
There’s a reason seasoned marketers don’t start with writing. Great copy doesn’t begin with words on a page; it starts with strategy. Here’s a closer look at the 4-step copywriting process that works:
Step 1: Research & Strategy
This is the foundation of everything.
Before you write a single word, ask yourself:
- Who is my ideal customer?
- What problem are they facing?
- What is their dream outcome?
From there, work on your positioning and messaging. Get crystal clear on how your offer fits into their world and how you’ll communicate it.
This step isn’t flashy but it’s where winning content begins.
Step 2: Ideation
Now that you’ve done the groundwork, it’s time to build the big idea.
This is where your content’s structure and framework come into play:
- What are the main pillars of your message?
- How do you want to organize the narrative?
- What unique perspective will you bring?
Think of this stage as storyboarding a movie. If you skip it, you risk wandering aimlessly.
Step 3: Writing
Here’s where most marketers start.
But writing without strategy is like building a house with no blueprint. You might end up with something but probably not something sturdy.
With your research and ideas in place, now is the time to craft:
- A compelling headline
- A structured body
- A clear, irresistible call to action (CTA)
Let the earlier steps guide your writing. You’ll find it flows more easily and connects better.
Step 4: Editing
Done writing? Good.
Now step away. Seriously. Take a break.
You’ll be amazed at how many issues you catch after some distance.
Then, come back and:
- Proofread with fresh eyes
- Cut ruthlessly (less is often more)
- Get a peer review if possible
Polished copy is powerful copy. Don’t hit publish until you’ve given it the attention it deserves.
Final Thoughts
Most marketers are guilty of skipping the first two steps: strategy and ideation because they feel time-consuming. But skipping them is exactly why your copy might be falling flat.
Want your content to actually work?
Don’t just write. Think first. Follow the 4-step copywriting process and watch your content go from “meh” to meaningful.
So, which step are you most guilty of skipping?