How I Write


1. Contact and Communication Policies:

The most important piece to get in place initially is how best to communicate with me. The fastest way to reach me is by text or cell phone —561-373-3459. Email is also a good choice:

As we continue through the process, I find video conference calls to be an excellent option and I will use either Skype or Zoom for those calls, whichever you prefer.

I am available anytime Monday through Thursday—9am – 5pm. Of course, if there is a pressing matter that must be addressed outside of those hours I will gladly accommodate.

2. Project Questionnaire:

Depending on the complexity of the potential project, I may send you a Discovery Questionnaire. Completing this questionnaire will help both of us clearly define the scope of the project and help to ensure the best result.

I prefer to send the questionnaire as a Google Doc but I can also send it as a Word file via email.
Once I receive the Discovery Questionnaire back from you, I review your answers and complete any initial research I believe to be necessary before we meet/talk.

3. Launch Call:

After I receive the Questionnaire if I’ve requested it, we will schedule a 30-minute launch call. The purpose of this call is for us to review the scope of the project and for me to listen to any insights and/or directions you have on the project.

Following that call, I will draft and send you a Fee Agreement. If your legal team has an Agreement, we can use that.

4. Investment and Getting Started:

The Agreement will contain the details on exactly what I will deliver, including project timeline and deadlines. It will also break out the investment for the project and the terms of payment. (Note: A 50% deposit of the project total is required to begin. (Paypal and Apple Pay, – best payment methods)

Once we have both signed the Agreement and the deposit has been received, I will begin working on your copy.


1. Research:

My research process is very comprehensive. I begin with a complete review of your website and any other materials you send me. From there I will thoroughly research the market, including your competitors. I may want to speak with your department heads, customer service team, and possibly past clients/customers.

As I get further into the research, I may need to reach out to you for additional details, product samples or other resources.
This process ensures that I’ll quickly and effectively understand your product, your voice and your customer’s core emotional purchase drivers.

2. Collaboration:

As this project progresses, communication is critical. Some clients are very busy and prefer to hand the project over to me and review the first draft, with very little communication in between. Others like dealing with me on a regular, sometimes daily, basis and be involved in the project just about every step of the way.

It’s important that I know where you land on this spectrum.

Please send me an email and let me know how often you’d like to communicate and what the best way is to reach you. Of course, this is something that can be modified as we go forward and we both get a better feel for how the project is progressing.

On another point, I will need you to assign a single point of contact on your team. I will communicate directly with that person and he/she will deal with your other team members as needed to obtain information and approvals.


1. First Draft:

As I do all my writing in Google Docs, if you do not already use Google Docs I strongly encourage you to become familiar with this tool. It allows us to track changes, comment, and collaborate in real time. It can be shared with various team members and it ensures that there is always only one current document—avoiding the possibility of sending wrong files.

Typically, you’ll receive the first draft within 2-3 weeks, depending on the project size and scope.
When you get the first draft, please review it carefully, and have any applicable team members review it as well. The most important thing at this stage is to make sure the message, tone and offer are right. Other fine tuning will happen with the second draft.

2. Revision:

After you review the initial draft, you may want some changes. You’ll note those things you want changed on the Google Doc using the comment feature or the Edit Mode feature. I’ll make sure you have access to that when I share it with you.

I’ll review your suggested changes within 24 hours of you submitting them to me. If no further clarification is needed, I’ll complete the adjustments within 2-4 business days, depending on the breadth and complexity of your suggested changes.

In all cases, I recognize that these are your customers or clients, and I will defer to you as much as possible.

Sometimes, clients make suggestions that I know will not work or will hurt profits. In those cases, you can expect me to be direct in my feedback. When clients insist on changes that I feel will not work, I always recommend a simple A/B split test. Let the market decide.

3. Additional Reviews:

While major changes after the first round of review are not common, some minor fine-tuning is possible. You can be confident that I will gladly work with you until you are delighted with the copy.

In most cases, my clients find that one review volley is enough. When more are needed, it is usually something minor and the process goes rather quickly. Typically, we can get to a final copy within 1-3 business days.


1. Final Draft:

Once all revisions are completed, I will submit a final draft to you. At this point, you send me an email stating that everything is ready for distribution.

Once I receive this final approval from you, I will invoice you for the remaining 50% of the project investment. The invoice is due upon receipt.

I will make every effort to be prompt in responding to your requests throughout the process and I assume that you will do the same with my invoice.

2. Formatting:

In most cases, the final copy is sent to a designer for formatting. I normally receive a copy of the final version in a PDF format. This way I can 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 rate, I’ll be direct in letting you know. If requested, I’m happy to work with your design team to make any changes needed to make the end version as effective as possible.


Once the project is finished, as I do with all my clients, I’ll provide you with a complementary follow-up consultation. We spend a few minutes on the phone and discuss what went well and where improvements can be made.

We review the Discovery Questionnaire and discuss additional ways to uncover new profits. Where appropriate, we map out a new project to ensure that you continue to have excellent copy that meets your goals and grows your business.

Should We Be Talking?

If you have a project you need help with or questions about how I can help, contact me today.

Or you can email me or call directly:


I look forward to hearing from you soon.

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