My Copywriting Methodology
Written by Jef van de Graaf™
Everyone thinks they can write copy until it’s time to move the needle.
Yet I keep seeing businesses pouring time, effort, and money into copy that doesn’t resonate, doesn’t convert, and ultimately doesn’t deliver.
Here's the truth: money-making copywriting isn’t a guessing game.
It’s a process that demands clarity, precision, and alignment with your goals. So if you think cutting costs with AI is the way to go, good luck!
And yes, I'm biased because I write words to make a living.
But if you really want results, you still need a human—someone with insights and nuances that go far beyond the AI-generated shit that's contaminating and devaluing the internet.
If you’re serious about copy that works, here’s how I do it.
No One Understands Their Problem Better Than Your Buyers
It's foolish to believe that copywriting alone will magically deliver more clicks, leads, and sales. Yes, a good copywriter can help you achieve those results—but it all starts with clarity.
Take one of my clients—let’s call them Jenny. She came to me saying, ‘We need copy that pops.’ But after diving in, it was clear her audience didn’t even understand what she offered.
The real issue? Her message missed the mark.
Jenny's messaging didn’t speak to her audience’s actual needs—it was flashy, but it didn’t connect.
This kind of misalignment is common: businesses think they’re addressing their buyers, but the language, tone, and focus are off.
The result? Confusion, disinterest, and ultimately, lost revenue opportunities.
When your message doesn’t resonate, you’re effectively talking past your buyers instead of to them. Clarity is the bridge between what you’re offering and what your buyers truly need.
Good copywriting is not:
- Clever wordplay
- Overhyping benefits > features
- Some LinkedIn guru's templated hook
Instead, it's a methodology rooted in seeing things through your buyer's eyes—and shaping your message to meet them where they are, on their own terms.
Before I write a single word, I dive into the problem—your buyer's problem—and peel back the layers of what’s really going on.
- Is it messaging? Positioning? Trust?
Once we get to the heart of it, we’re ready to start...
The Copywriting Process
Step 1
Setting the stage for a win-win relationship
My copywriting process begins with a 45-minute discovery session. This is a deep dive into what truly matters to your business.
I’ll extract your expert knowledge, discuss the struggles you’re facing, and have an honest conversation about your goals.
If you're new to hiring freelancers, this step is crucial in setting the stage for a win-win relationship.
Why is this important?
Time is an expense. The more prepared you are, the smoother our process will be, helping you avoid unnecessary hourly billings while saving both of us time—and you, a lot of money.
Plus, copywriting is only as good as the information at hand. That means the more details you provide, the better I can craft messaging that speaks directly to your target buyers.
Here’s what I need—and hope to receive—from you:
- Customer data and insights – What do they care about? What are their pain points?
- Details about your product or service – Including unique selling points that make you stand out
- Competitor insights – (If available) to help differentiate your message
- Your brand voice and any specific tone requirements
- Must-have ideas or key points – Anything you want emphasized
How prepared are you?
Your level of preparation directly affects our process. If gathering these details feels like a lot, my onboarding process can guide you through what I need.
Here are two ways we can proceed:
- If you have a brief with everything ready to go– Great! This is the most cost-effective option, as we can jump straight into Step 2.
- If you have nothing prepared – No worries! I have a free briefing sheet template and business questionnaire to help you get organized. Click here to access both.
Need hands-on support?
I also offer a 1.5-hour strategy session for $750 CAD ($550 USD / €525), where I’ll help extract and document the insights you need for impactful website messaging. This option is entirely up to you, but it can create a valuable resource to use with me or other freelancers down the road.
Step 2
Crafting Your Production-Ready Copywriting
Once I have everything I need from you, I’ll get to work on your copy. You can expect product-ready copywriting to be delivered within 5 business days.
Need it sooner? I offer a rush service for an additional fee, with options for 24- or 48-hour turnaround times.
That said, rushing isn’t always necessary.
For example, one client was in a hurry to get copy “ASAP,” but, in the end, their design team went on holiday, and the copy wasn’t implemented for another two weeks.
So while I can deliver on short notice, it’s always worth double-checking timelines with your team to avoid unnecessary fees.
Here’s a timeline visualization of how my process works:
| Phase | Timeframe | Details |
|---|---|---|
| Before Project Start | Negotiation, Scoping, Invoice Payment, etc. | |
| Project Start | Monday | Copywriting work begins with delivery by Friday. |
| Revision Period | Following Monday to Friday | 5 days for reviewing, commenting, and requesting adjustments as needed. |
| Optional Wrap-Up Call | Scheduled during the revision period | 30-minute video call to review and discuss the final document |
Project Terms in a Nutshell
5-Day Revision Window
You’ll have a 5-day window (Monday to Friday) to review the draft, add comments, and request adjustments. I’ll address feedback to make sure the copy aligns with your vision. After this period, any additional changes may require a change-in-scope agreement to keep us on track.
Optional Wrap-Up Call
We can schedule an optional wrap-up call to review the final document and answer any last questions. This is ideal for busy teams who prefer a quick, final approval process.
Final Sign-Off
Once we’re aligned, I’ll send over the final version for your sign-off, ensuring all is ready for implementation.
Implementation Tips
I’ll include suggestions on layout or design, so your team has everything they need to implement the copy smoothly.
Step 3
Done, Delivered & Ready to Perform
Once the revisions are complete and the copy aligns with your vision, I’ll deliver the final, production-ready document. This will be formatted to look and feel like a webpage, using your brand’s fonts, colors, and layout cues, making it easy for your team to implement directly.
What You Get:
- Designer-Friendly Format – Layout suggestions, image placeholders, and guidance to help bring the copy to life on your site.
- Quick Implementation Tips – Small notes on spacing, structure, or hierarchy to ensure the copy is presented clearly and effectively.
- VIP WhatsApp Support – Fast responses for any last-minute questions as your team brings the copy live.
Once the copy is live, I can do a final check to ensure it flows as intended and looks great on your site (and my portfolio).
Future Growth and Expansion
This is a forward-looking option for clients wanting strategic guidance as they scale. Here, I can support you by identifying growth opportunities, crafting additional content, or auditing new projects to keep your messaging consistent across all platforms.
Growth Options (Optional):
- Expansion Content – Additional pages or campaigns as your offerings grow.
- Growth Strategy – Collaboration on future initiatives or large projects.
- Quarterly Reviews – Regular check-ins to assess performance, update messaging, and realign with your goals.
Ultimately, a copywriter's job is to help you capture the real, pre-existing pains your target buyers experience—and to do it in a way that shows them a clear path forward.
Thanks for stopping by. And feel free to reach out if you need help with anything copywriting.
