Most people think copywriting starts with a blank page and a blinking cursor. For me, it starts long before a single word gets written. Over the years, I’ve built a process that blends deep research, human collaboration, and smart use of AI into a workflow that consistently delivers copy grounded in strategy and backed by data.
Here’s how I approach every project, from first brief to final delivery.
1. Study the product or service autonomously
Before I speak to anyone, I immerse myself in the product or service on my own. I read the website, try the product if I can, explore the onboarding flow, scan reviews, comb through documentation. I want to experience it the way a customer would, with fresh eyes and zero internal bias.
This solo deep-dive is essential because it lets me form an honest first impression. I notice what’s confusing, what’s compelling, and where the messaging has gaps. That kind of unfiltered perspective becomes incredibly valuable later in the process.
2. Talk to the client
Once I have my own understanding, I sit down with the client. This conversation is about listening: what are their brand guidelines, their core selling points, the tone they’re after, and any constraints I should know about? What do they believe makes them different?
This step often reveals a gap between how a company sees itself and how the outside world perceives it. That gap is where some of the best copy lives.
3. Benchmark against marketing personas
Every great piece of copy speaks to someone specific. I work with the client’s existing marketing personas, or, if they don’t have any, I help build them. We look at demographics, motivations, pain points, and decision-making patterns.
According to a 2026 McKinsey report, companies that execute personalization effectively see a 5 to 15% revenue lift and a 10 to 30% improvement in marketing ROI, while 71% of consumers expect personalized interactions. Personas are the foundation of that personalization. They’re how you make sure your copy speaks to actual humans, because generic messaging that tries to reach everyone usually resonates with nobody.
4. Research the competitive landscape
I always study what competitors are saying, how they’re positioning themselves, and where they’re leaving opportunities on the table. This gives me context for differentiation and helps me avoid accidentally echoing someone else’s messaging.
Competitive research also reveals patterns in tone, structure, and CTA strategy across an industry, which means I can make more informed creative decisions about when to follow conventions and when to break them.
5. Put together the data with the help of AI
Here’s where AI enters the picture. I use it to synthesize research, organize findings, spot patterns in customer language, and structure the brief into something actionable. AI-assisted first drafts can save around 40% of production time, according to a 2026 Gitnux market data report, and teams that combine AI with human editing reduce overall production time by 50 to 70%.
The keyword here is “help.” AI accelerates the grunt work of organizing information and generating initial frameworks. The strategic thinking, the voice calibration, the persuasive architecture: those stay human.
6. Brainstorm with stakeholders and AI
Brainstorming is where the magic starts. I bring stakeholders into the process early because the best ideas often come from unexpected corners. A product engineer might mention a feature benefit that the marketing team never thought to highlight. A customer success manager might share language that real users already use.
I also brainstorm with AI as a sparring partner. It’s great at generating volume, offering unexpected angles, and pressure-testing assumptions. Industry data consistently shows that human-edited AI copy performs 2 to 5 times better than raw AI output. The collaboration between human intuition and AI efficiency is where the real leverage sits.
7. Come up with at least three approaches
I always present at least three distinct creative directions. Each one takes a different strategic angle: maybe one leads with emotion, another with logic and data, and a third with social proof and authority. This gives the client real choices, and it forces me to think beyond my first instinct.
Multiple options also open up a richer conversation about what the brand wants to prioritize. Sometimes the winning direction is a hybrid that borrows elements from two or three proposals.
8. Iterate based on results
Copy is never “done” on the first pass. I refine based on feedback, performance metrics, and real-world outcomes. Data from Marketing LTB’s 2026 analysis shows that improving CTA copy alone can increase conversions by up to 30%, and even tiny tweaks to a headline can significantly move the needle.
Iteration turns good copy into great copy. Every round of refinement sharpens the message and brings it closer to what the audience actually responds to.
9. Set up A/B testing if the client wants to experiment
For clients who want to go deeper, I help set up A/B testing frameworks. We test headlines, CTAs, body copy structure, email subject lines, or landing page layouts against each other and let real user behavior decide the winner.
The data here is compelling: A/B testing email subject lines alone has been shown to improve campaign performance by 10 to 40%, and companies that consistently test their emails realize 37% higher ROI than those that skip testing entirely. A/B testing removes opinion from the equation and replaces it with evidence. That’s how you build copy that gets better over time rather than staying stuck at “good enough.”
10. Deliver the output
The final deliverable is always clean, organized, and ready to implement. Whether it’s a landing page, an ad campaign, an email sequence, or a full brand messaging guide, I hand over files that are production-ready, with clear notes on context, reasoning, and next steps.
Delivery also includes a conversation. I walk the client through the strategic choices behind the copy so they understand the “why” and feel confident about what they’re putting out into the world.
Why process matters more than talent
The copywriting industry is projected to grow to nearly $49 billion by 2032, and the bar for quality keeps rising. With AI flooding the internet with generic content, the brands that stand out will be the ones with a human strategist steering the ship. Process is what separates copy that converts from copy that just exists. It’s the difference between words that sit on a page and words that move people to act.
If you’d like to see this process in action, take a look at my portfolio. Every project there started with these same ten steps.
Related sources:
- Copywriting Statistics 2026 by Marketing LTB,
- Copywriting Market Data Report 2026 by Gitnux
- A/B Testing & CRO Stats by Convert
- Copywriting Statistics by Smart Blogger
- Copywriting Statistics by Khris Digital
Chiara Bonifazi is a Branded Content Strategist, UX Writer, and Content Designer with over 25 years of experience in the digital industry. She helps brands bridge the gap between digital products and their audiences across cultures and languages.
