From First Draft to Final Impact:
                  My Copywriting Method                                   

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            Strategic Copy That Builds Trust and Drives Results

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I. At Eugene Struthers Copywriting, I’m not just writing words; I’m creating messaging that builds connections, inspires trust, and drives action. Whether you’re a startup looking to make your mark, an established brand refining your voice, or a company scaling rapidly, my approach is always strategic, tailored, and focused on results.

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I believe that every business has a unique story to tell, and the right words can unlock its full potential. That’s why I take a deeply consultative approach, getting to know not just your business, but also your audience, your goals, and your challenges

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1. A Collaborative Process

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1. The first step in my approach is always to listen. Before I start writing,

       I take the time to fully understand who you are, what you do, and who

       you’re speaking to. This is a partnership, not a one-way transaction.​

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   2. Through discovery sessions, detailed questionnaires, and ongoing

       dialogue, I get a deep dive into your business, your values, your tone,

       and your vision. This helps me craft content that truly  represents your

       brand and speaks directly to the people you want to reach.

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2. Storytelling with Strategy

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People don't buy products. They buy into stories, trust, and transformation.

My copywriting is built around storytelling that’s anchored in business strategy.

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I craft narratives that:

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• Speak to your audience’s pain points and desires

• Establish authority and credibility

• Lead readers toward a clear, actionable next step

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Whether it’s a landing page, email funnel, or website revamp, I fuse empathy with analytics—making sure your brand voice rings true and every message serves a purpose.

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Every piece I write—whether it's a landing page, blog post, email campaign, or even a news article —has a strategic purpose. I’m here to help you not only communicate what you do but also to create an experience that resonates with your audience.

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3. Balancing Creativity with Strategy

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It’s not just about sounding good—it’s about working. Every project I take on is rooted in strategy. I believe in combining creativity with analytical thinking to create content that’s engaging and performance-driven. My goal is to help you rank better, stand out, and convert visitors into loyal customers.

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I do this by weaving SEO best practices and industry research into the content, without sacrificing authenticity or voice. The result? Copy that not only engages readers but also performs at a higher level in search engines.

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II. My Process: From Concept to Completion

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Behind every compelling headline or finely tuned email is a process—one that’s been carefully crafted, tested, and improved over time. Working with me is straightforward, transparent, and efficient. I’ve designed my process to be collaborative and flexible, giving you full visibility and involvement every step of the way. Here’s how we’ll work together from start to finish:

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Phase 1: Initial Inquiry

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Objective: Align goals and set expectations for a successful collaboration.

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It starts with a message from you—through my website, social media, or a direct email. Once you reach out, I’ll invite you to schedule a complimentary 20-minute Chemistry Call. This is where we:

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• Discuss your project goals, specific needs and timeline

• Your target audience

• Explore whether we're the right fit

• Clarify expectations from both sides

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After this initial discussion, I’ll send over a formal proposal with project details, timelines, and pricing. Once we’re aligned, we’ll kick things off with a contract and 50% deposit (to confirm the commitment).

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Phase 2: Discovery & Strategic Briefing

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Objective: Gather all the information needed to create impactful copy.

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If we decide to move forward, I’ll send over:

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• A tailored Welcome Pack

• A comprehensive Copywriting Brief

• A contract and invoice for a 50% project deposit

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In this phase, I dive deep into your business. This includes:

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• Reviewing your current content and brand materials

• Conducting research on your industry, competitors, and target audience

• Developing key messaging points, tone-of-voice guidelines, and a content strategy

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I’ll also ask you to fill out a briefing questionnaire to ensure I understand every aspect of

your business. The goal here is to create a messaging framework that aligns with your values

and speaks directly to your target audience.

This stage is where we lay the foundation. I’ll review your existing materials, brand guidelines, audience personas, competitor landscape, and previous marketing campaigns. If needed, I’ll also conduct interviews or request access to customer insights.

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Phase 3: Research & Messaging Strategy

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Objective: Build a strong foundation for writing that speaks to your audience and supports your business goals.

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Once I’ve gathered all the details, I’ll outline a clear messaging strategy. This involves:

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• Developing your key messaging pillars—the central ideas that will resonate most with your audience.

• Persona profiling, including emotional and behavioral insights to guide how I write.

• Creating a tone-of-voice document that defines how your brand sounds and feels in writing.

• Your unique selling proposition (USP)

• Emotional triggers and psychological hooks

For more complex projects, I may also provide keyword and SEO recommendations to make sure your content is optimized for search engines.

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This strategy document serves as our compass, ensuring that every piece of copy aligns with your brand and business objectives.

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Phase 4: Content Creation

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Objective: Bring your story to life through engaging, conversion-driven content.

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This is where the writing happens. Using the messaging strategy and insights gathered in the previous phases, I’ll start drafting your copy. I ensure each piece has:

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• Landing pages

• Website copy (home, about, services, contact)

• Sales pages

• Email sequences

• Blog posts or lead magnets

• A clear call to action

• Compelling headlines and hooks to grab attention

• Engaging, easy-to-read language that encourages readers to take action

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Whether it’s a website rewrite, a series of blog posts, or a sales email sequence, my goal is to create content that speaks to your audience, elevates your brand, and aligns with your business goals.

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Each deliverable is carefully written to reflect your brand personality and motivate your audience to take action.

You’ll receive your first draft within the agreed timeline, delivered via Google Docs for easy commenting and collaboration.

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Phase 5: Review & Refinement

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Objective: Fine-tune the content to ensure it’s perfect.

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After I deliver the first draft, I’ll ask for your feedback. This is a collaborative process where we’ll refine the copy based on your thoughts and suggestions. I’ll make revisions as needed and fine-tune the messaging to ensure it aligns with your vision.

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I offer two rounds of revisions to make sure everything is in top shape. My aim is for you to be 100% happy with the final product.

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Phase 6: Final Delivery & Ongoing Support

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Objective: Provide you with ready-to-publish content and continued support.

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Once we finalize the content, I’ll deliver it in your preferred format (Word, Google Docs, etc.). If applicable, I can also assist with content integration, providing guidance on how to deploy the copy across your website, email system, or other platforms.

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I offer ongoing support for clients who need regular content updates, SEO audits, or long-term strategy development. My goal is to ensure your content continues to evolve and deliver results as your business grows.

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​Why Work With Me?

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Here’s why businesses choose me as their go-to copywriting partner:

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• Tailored Strategy: I take the time to understand your business and create custom messaging strategies.

• High-Quality Content: I don’t just write for the sake of it—I create copy that’s clear, compelling, and drives conversions.

• Results-Driven: I blend creativity with strategic thinking to ensure the content I create performs.

• Flexible Collaboration: I believe in an open, collaborative process that keeps you involved and informed at every stage.

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Ready to Get Started?

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If you’re ready to take your messaging to the next level and create content that not only connects with your audience but also drives measurable business results, let’s talk.

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• 📩 Email: eugenestruthers@eugenestruthers.com

• 🌐 Website: www.eugenestruthers.com

• 📅 Book a Consultation: Schedule Now