▸ Neuro-response Conversion Copywriting: Researching and writing conversion-focused copy including sales pages, landing pages, warm nurture drips, cold prospecting emails, frontend ads, solo ads, or video scripts.

▸ Sales Copywriting Overhauls: Taking a deep look at your sales copy and running it through my grueling editing gauntlet. I'll dramatically improve flow, tone, and persuasion elements to make sure it's polished to perfection and primed to convert.

▸ Technical Persuasive Writing: Drafting persuasive editorial pieces which may include highly-researched long-form content, listicles, e-books, white papers, and informative pieces that serve to bridge the gap between prospect and customer.

Want to find out if I'm a good fit?

Get in touch on my contact page to book a call to see if I might be able to help.

Most marketing executives or founders will send over a small initial project for me to work on. Each project is scoped out based on estimated length and complexity so you know exactly how much your investment will be — no hidden surprises here. 

At this step, my clients typically have a clear idea of what kind of copy they're looking for as well as the specifics of the project, such as...

▸Project Type: What kind of project is this?

▸Campaign Goal: What should this asset do, and why is it needed?

▸Target Reader: Who’s going to be reading this? What is their role?

▸Desired Call-To-Action: The specific action you want readers to take.

▸Project Requirements: Specific words to emphasize or avoid.

▸Examples: Works that are similar in terms of style, scope, or both.

If you're not sure what you need, I can help you figure this out on our initial call.

For most of my clients, it's a sales page, a landing page, an advertorial, a set of top of funnel ads, or a series of nurture emails. 

This step starts with gathering your project requirements with an in-depth questionnaire.

My battle-tested BananaDNA™ research process is designed to provide me with everything I need to know to craft the most compelling copy for you, without all the unnecessary meetings and phone calls required by less experienced copywriters.

This includes figuring out more information about your offer, your positioning, your specific market, your ideal customer, their buyer's journey, any objections they might have, as well as any special tone or brand voice requirements you may have.

Using this comprehensive brief that dives deep into the mind of your dream customers, I’ll identify the most highlight-worthy points and angles of attack.

If necessary, I’ll also dig deep into your market and competitors to break down their sales messages and positioning. This will help me better understand your market’s dominant emotions and trends so we can differentiate your offer from the competition.

Once I'm done, I'll have a crystal-clear bird's eye view of your business, and I'll get started on your project.

The first draft of your copy will be completed quickly and will go through my internal editing process. I work closely with an in-house editor to make sure that the copy is tone-matched, on-brand, and conversion-optimized.

The initial draft is written with the following in mind:

▸ Contains deep emotional range and empathy towards your target audience

▸ Has properly framed benefits and pain-addressing solutions throughout

▸ Is imbued with the right proof and argument structure to back up claims

▸ Includes real voice-of-customer messaging so it hits the right pain points.

▸ And is masterfully written in a conversational and persuasive tone.

After that, the copy sits for a day so I can get a little distance from the words.

Note: During this time, I might also puree a few bananas, dry the puree in the sunlight, and sprinkle some banana dust on the copy for some good luck. I'm not sure if this actually does anything useful, but it's good fun and usually results in elevated potassium levels for everyone involved.

Whether it's a sales page, emails, or a series of ads, "neuro-response" gets thrown in.

Elements of this proven framework will be woven into the fabric of the copy, elevating desire and triggering all sorts of physiological and psychological reactions in your reader with the result of eliciting a strong buying response.

I'll weave in the right neuro-response psychological triggers throughout the copy:

▸ Novelty Posturing - Your copy will emphasize the unique mechanism of your offer. Because everyone gets bored of everything at some point—and that’s when our brain stops getting thrilled and halts dopamine production.

▸ Tangential Proofing - I'll properly layer the right social proof in the right areas. People change their minds all the time. The trick? Making sure there are no holes in your arguments and points. And nothing impacts that more than credibility.

▸ Dream Teasing - It’s important to reveal the promised land in an artful way, as all good copy should give your prospects a preview or taster of what they can expect. Something to nudge them in the right direction and make them drool a bit.

▸ Reciprocity Nudging - I’ll throw in some elements that make prospects feel like they need to reciprocate after reading. Doing this will ensure readers feel like they’re getting a lot of value upfront, making them more likely to convert.

▸ Exclusivity Pulling - This psychological trigger will make them feel special. People like to feel like they’re part of this exclusive club or secret society. The allure of gaining access to something special is always a great draw.

▸ Segment Dramatization - I'll focus on delivering seamless, streamlined arguments in a way that convinces the prospect that your solution is just right for them. The right message, to the right person, at the right time.

▸ Tangible Conformity - This is subliminal messaging that makes prospects feel like they'll want to conform with their peers. It doesn’t matter who you are—at the end of the day, everyone succumbs to social pressure in one way or another.

▸ Fear Stacking - Everyone hates to miss out, and my copy takes full advantage of that. I'll hit on the things prospects leave on the table by walking away. That fear is missing out is still unmatched—and it’s not going anywhere anytime soon.

▸ Amygdala Agitation - Humans are wired to react strongly to perceived threats to the status quo. I'll stoke the neural pathways just enough to make a subconscious impact and drive action without appearing too forceful or trite.

▸ Frame Collation - With this psychological trigger, I'll go deep into the benefits and use cases of the offer and frame the benefits in a way that not only compels but stacks upon one another in ways that make the prospect unable to resist.

▸ Story Harmonization - People love stories—but most stories don't resonate enough with prospects to make them actually take action. The trick is to make sure that the story fits their exact use case and is explained in a way that makes it hard to stop reading.

▸ Emotion Stratification - I layer in a thick dose of emotional pulling. We make our purchases on emotion and gut instinct. While we might rationalize things later, or even a bit before, we all ultimately let our hearts guide whatever we buy.

▸ Pathway Sublimation - In many buying situations, people feel like they can’t choose because it’s too hard, and they’re just more likely to walk away now. I'll weave in elements that make them move toward the sale by narrowing down their choices.

▸ Curiosity Spiking - I'll carefully add elements that spawn open loops to pique curiosity throughout the copy. Their desire to understand more will gradually increase as they read every sentence, with the payoff when they act on the conversion goal.

▸ Hypnotic Layering -  As humans, if w see something often enough, and it starts to sound like a pretty good choice. Think retargeting ads on social media. This is like that, but instead of ads, it's words that are designed to elicit a specific neural response.

▸ Urgency Framing - No one likes to miss out, so I'll layer in words that give them a little push. If they don’t move forward, they'll stand a high chance of missing out on something amazing that could dramatically benefit them in a big way.

▸ Simplicity Angling - I’ll make sure that the next steps as well as the desired transformation both sound as easy as possible, and remove psychological friction from the minds of your prospects. Moving forward couldn’t sound any easier.

▸ Lexical Reduction - When it comes to persuasion, complete clarity is key. I’ll make sure that the copy is free from jargon that might be hard to understand, and phrased in way that maximizes comprehension and reduces confusion.

▸ Objection Solacing - Nobody likes feelings of uncertainty when moving forward. I’ll make certain that the copy strategically addresses any potential holdups and misconceptions that might lead to a delayed response.

▸ Empathic Resonance - It’s important to make sure that your dream customers feel genuinely understood. My copy will tap into their inner psyche and reassure them that your company is on their side every step of the way.

After this is all done, I let the copy rest for a bit again.

Once the copy is done marinating for a bit, I start editing — this meticulous process is comprised of FOUR major components:

▸ A big-picture copy edit that makes sure the copy is complete and clear (taking into account narrative structure, flow and clarity).

▸ A sentiment edit that makes sure your copy is true to your brand (taking into account word choice, sentence structure, and phrasing).

▸ A technical writing edit that makes sure your copy is free from typographical errors (taking into account grammar, spelling, and punctuation).

▸ A persuasiveness pass that ensures the copy compels your reader to take action (taking into account rhythm, power words, and psychological triggers).

After which, the next round of editing starts.

This involves a grueling set of seven editing passes, each designed to turn the copy from internal draft to final polished product.

▸ Word choice — I'll look at every single sentence and single out any words that may be confusing or detract from the sales message.

▸ Clarity — I'll look over every phrase and remove potential ambiguities that could momentarily trip up or confuse your reader.

▸ Transitions — I'll look out for paragraphs where the reader may not immediately see the connection to the preceding paragraph and iron that out.

▸ Connectivity — I'll look over each supporting point of every section and make sure they all point back to the central selling idea.

▸ Aesthetics — I'll look at the layout and ensure that each subhead and accompanying copy adds to the visual flow of the composition.

▸ Brevity — I'll look at every sentence and shorten all sentiments, cutting out unnecessary words to strengthen the overall sentiment.

▸ Logical flow — I'll look over everything in full to ensure every part is imbued with the right logic and supporting cohesive sales arguments.

After the final all-encompassing round of edits, the copy gets delivered to you fully wireframed and ready to be published. Put my conversion-optimized copy to the test and pore over your metrics back-end for lifts in conversions.

Note: I typically get things right the first time, but if something is amiss, don't fret. You’ll be able to give feedback and I'll work on a round of changes within a few short days. Most projects don’t require any more than one or two rounds of iterations in order to dial it in, although I'm happy to work with you until the copy is 100% perfect for you.