I’ve been doing a lot of content writing, and here is my copywriting deliverable checklist. I use several tools to do this, and you would be amazed at the room for improvement across this marketing discipline.
While this checklist addresses copy text, this checklist is also a great addition to any brand book to keep the image and message unified. I use it for discovery meetings, and it helps get the client user-focused. It’s true. Tech founders are nerds and sometimes struggle to communicate. I like to think of it as job security.
1. Goals
First, I set some top-level goals for your copywriting. Not BHAG ones, just a baseline. You’ll want to put this as a non-negotiable in your hiring.
- Plagiarism-free content
- Well-researched content – we use Gardner. among other tools. (usually a premium cost)
- SEO-optimized content – we use Yoast, among other devices. (jump to the bottom to see this post’s SEO)
2. Copywriting Checklist KPIs
There are a lot of KPIs to try and maximize the chance of success in connecting with your reading audience, but these are the ones I use.
- Correctness
- Clarity
- Engagement
- Delivery
- Word count
- Reading time
- Speaking time
- Readability
- Reading level
- Word length
- Sentence length
- Vocabulary
- Unique words
- Rare words
PS. We use Grammarly here.
3. The Copywriting Domain
We need to choose a domain you are in. More importantly, we need to stay in that domain when writing.
- Academic
- Business
- General
- Casual
We’ve worked across a variety of domains.
4. Your Copywriting Voice
What are you trying to do?
- Inform
- Describe
- Convince
- Tell A Story
5. Choose Your Audience
How to describe your reader in terms of their grasp of the subject. We don’t want to overwhelm them with technical details they won’t understand.
- General
- Knowledgeable
- Expert
6. Formality
What’s your tone? When copywriting, we’ll want to be consistent across all text. One voice.
- Informal
- Neutral
- Formal
Bonus: What this blog post’s SEO Checklist looks like.
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