How I Write and My Policies

My ultimate goal is to improve your bottom line. To that end, I have a few policies and procedures in place so that I can be as effective and efficient as possible.

 

General Contact and Communication Policies:

Want to get in touch with me? Great! I can’t wait to talk to you and hear about your project. The best ways to get a hold of me are via phone or email. I can be reached at 786.629.6323 or candice[at]candicelazar.com. I’m generally available on weekdays from 9:00am to 7:00pm EST. I return missed calls and reply to emails within one business day.

 

Initial Project Discussion and Questionnaire:

Regardless of how you first contact me, I’ll email you a questionnaire so that I can get some information about your project. I’ll ask you about your product or service, your customers, and your purpose and goals for the project. This questionnaire will help both of us define the scope of the project and ensure maximum results.

The sooner you return your questionnaire to me, the sooner I can begin analyzing it and assessing what the project will entail. Most clients return it within 1-3 business days.

After I receive your completed questionnaire, I’ll study your answers and any other applicable initial research. From there, I will outline a short project roadmap/proposal. This helps me assure you that I understand what is needed for the project.

After I have about a week to research, we’ll schedule a call to discuss the project roadmap and any additional insights or instructions you have. After the call, I’ll send you a project agreement. If your legal team has an agreement, we can use that and supplement it with specifics about the project.

 

Investment and Getting Started

The agreement will contain all the details on what exactly I will deliver, including deadlines, your investment, and payment terms. Your investment for the project depends on a variety of factors including how much research will be required, what materials are readily available, and how long I anticipate the writing, editing, and revisions to take.

Please note that I require a down payment of 50% of the project total to begin. Once I’ve received payment and we have both signed the agreement, I’ll get started.

 

Research

Research is the backbone of every copywriting project. Without proper research, a project will never achieve the results we want it to. So, my research process is comprehensive. I begin with a complete review of your website and all other materials you provide me, as well as determine other sources for research. In some cases, I may also ask you to arrange for me to speak with your customer service team, past clients or customers, and/or different department heads. As needed, I’ll reach out to you for additional details, product samples if relevant, and other resources.

I aim to be thorough and efficient in my research at the beginning of the project so that there are no surprises during the writing process. As Abe Lincoln said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Research is my own form of sharpening the axe. You can be confident that I’ll understand your product, your voice, and your customers’ core emotional purchase drivers before I begin writing.

 

Collaboration

Throughout the course of your project, communication is critical. Some clients prefer to hand a project off and review the first draft, with little communication in between. Others prefer more interaction and like to be involved nearly every step of the way.

How much and how often we talk (or email, or text, or however you want to communicate) is up to you. Please send me an email and let me know how often you’d like to communicate and what the best way(s) is for me to reach you.

In order to keep things streamlined, I require that you assign me a single contact person on your team. I will communicate with that person—again however he or she prefers—and they will deal with your other team members internally to obtain information and approvals.

 

First Draft Review

Depending on the project size and scope, you can typically expect to receive the first draft in 10-15 business days. When you receive the draft, please read it carefully, and have any applicable team members read it as well. At this stage, the most important thing is making sure that the tone, message, and offer are right. We’ll massage the details in the second draft . . . and third draft, if needed.

 

Revisions

After you read the first draft, you’ll likely want some things changed. I’ll review your suggested changes within 48 hours of your submitting them to me. I will make revisions within 2-4 business days, depending on the breadth and complexity of your suggestions.

I realize that these are your customers and will defer to you as much as possible. Yet there are times when my clients make suggestions that I know will not work and may impact their profits. In those cases, I’ll be forthcoming in giving you feedback. When clients insist on changes that I feel won’t work, I always recommend doing an A/B split test. The market will decide what’s best.

 

Additional Reviews

After the first round of revisions, we may still have some fine-tuning to do. Be confident that I’ll gladly work with you on those changes until you are completely satisfied with the copy. In most cases, one review volley is enough. When more are needed, it’s usually only one or two more rounds and the approvals go quickly. You can typically expect a final copy within 1-3 business days.

 

Final Approval

When all revisions are done, I will submit to you a clean copy of the final draft. You approve the copy by sending me an email saying “I approve the copy for [project],” with your email signature. Once I receive your final approval, I will invoice you for the remaining 50% of the project total. All invoices are due upon receipt. Throughout the course of the project, I will make every effort to be prompt in responding to your requests and request that, as a professional, you will do the same with my invoice.

Usually, the final copy is sent to a designer for formatting. I strongly encourage you send me a PDF of the formatted version. I will double-check that any graphical elements added by your design team enhance the copy and make it more effective. If I see something that is distracting and may hurt your response rates, I’ll be direct in letting you know. At your request, I’m happy to work with your design team to make changes as needed so that the copy is as impactful as possible.

 

What’s Next?

Once the project is finished, I provide all of my clients with a complimentary follow-up consultation. We’ll talk over what went well with the project and where improvements could be made. We’ll also revisit your questionnaire to discuss additional ways for you to increase your profits. As appropriate, we’ll map out a new project to ensure that you continue to have excellent copy which helps you grow your business and achieve your goals.

 

Learn more about Candice’s services here.