Behind the scenes in the M.A.D Office – Our copywriting process

24 January 2019

Whether you need your website content updating, product descriptions, blog posts or help with email marketing, we can work together to create content that is relevant, targeted and enjoyable to read. After all, content is king, and no matter how good your product looks, people will form their opinions through the overall package and reading what you have to offer.

To ensure we deliver quality work that meets your expectations and deadlines, we have an adaptable copywriting process, so you know exactly what to expect from start to finish.

The Brief

We always start with a brief by sending out a questionnaire to our clients. This enables us to understand exactly what our clients want to achieve by learning more about their business, who their target audience and competitors are, as well as what their main goal is. We also gather information through initial communication, whether that be via email, phone or a face-to-face meeting.

Research and understanding

The next stage is all about research and understanding. Behind the scenes in the M.A.D office, we will look at competitors, your current content and analyse what is best for your target audience and business. We will then make a plan, which will vary depending on the type of job, including the length, tone and style of content needed.

First draft

Once we have discussed the project with our client, reviewed the brief and carried out research where needed, we will produce the first draft. This will then be passed onto our client for review. We encourage all of our clients to thoroughly read through the content to make us aware of any edits or changes they would like.


We offer two revisions for each project in order to deliver quality content that our clients are 100% happy with. In general, a successful copywriting project will be dependent on how much information we receive from the brief, which is why we place a high importance on communication at the start.

Sign off

Once we have completed any revisions requested and the client has signed off the content, it will then be sent via email.

We also offer services such as adding the copy to your website, creating marketing emails and designing for both digital and print. If you would like to find out more about working with us for copywriting or any other service, please don’t hesitate to get in touch!

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