The Essential First Step To Creating Content That Increases Your Sales

Cathy Goodwin
3 min readMay 7, 2022

Increase your productivity with a Copywriting Diagnostic consultation, whether you DIY or hire a pro.

Photo by Melanie Deziel on Unsplash

As a business owner who is constantly pressed for time, you probably realize you can get more clients with less effort through online marketing. To accomplish this goal, you probably know you need to create website content.

As you get busier, you may be tempted to hire a copywriter to create some or all of your website content. But how can you hire resources without breaking the bank and losing even more time? It is important to understand what your copywriter needs — what’s reasonable and what’s critical to your own online marketing project.

Often when business owners reach me, our dialogue goes like this:

Caller: “Hey, Cathy, I need some copywriting! And I want you to do it.”

Me: “Great. Our first step is the Copywriting Diagnostic and Plan.”

Caller: “Oh no. I just need copywriting.”

If you can relate to this dialogue as the Caller, you are not alone. In fact, you may talk to yourself this way when you write your own copy.

Many business owners think copywriters just pick up their pens (or sit down at their word processors) and start cranking out copy. And if you hire a discount copywriter from a bargain shop, that’s exactly what you may get.

The problem is that your copywriter needs to spend a great deal of time getting to learn you and your business… before writing a single word.

That’s why most experienced professional copywriters will insist on a diagnostic or planning session before you begin.

A Copy Diagnostic gives you many good things:

… a sense of whether you and the copywriter are on the same page (literally)
… a sense of how the copywriter really works (as compared to what she promises in a proposal)
… a list of recommendations that you can apply on your own if you decide to do it yourself (or take to another copywriter if you prefer)
…an understanding of your ideal client’s backstory
… a…

Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story.