Behind the Scenes of My Intentional Copywriting Process for Purpose-Driven Brands
Copywriting is not just clever taglines or persuasive words that push for conversions. Copywriting is about creating a connection with the person on the other side of the screen. It’s about crafting a message that captures the true voice of a brand and communicates it in a way that feels honest and human.
Without intentional copy, a brand has no words. No voice. And no way of truly connecting with its people.
When I take on a copywriting project for a conscious brand, my goal isn’t just to “write.” It’s to listen first. To understand the story beneath the surface, the purpose behind the product, and the values that shape the brand.
My intentional copywriting process is part intuitive, part strategic, and always rooted in clarity. Here’s a behind-the-scenes look at what that copywriting process really looks like.
Every Project Begins with Building a Foundation
It all starts with a call! After we decide to work together, we’ll hop on a 60-minute kick off call where we get the chance to get aligned on the project goals, deliverables, and most importantly, I get to hear all about you and your brand!
Without this call, I can’t get clarity on your brand voice, your values, or who your audience is. It’s the foundation of our whole partnership.
Deep Research Grounded in Purpose
Once we’re aligned on goals, I dive into research mode. This isn’t just keyword research or a quick look at competitors. It’s a deeper dive into what makes your brand different, why it exists, and who it’s here for.
I look at:
Customer data and behavior patterns ( I want to know how they think and how they speak)
Competitor messaging (what’s working and what’s missing)
Brand tone and language that already exists
This stage is all about gaining context. I am basically slowly creating a 3D rendition of your brand in my brain so that I can then, start bringing the words to life.
Understanding the Brand’s Inner Voice
At this point, I start asking the questions that uncover what your brand really wants to say:
What do you want people to feel when they land on your site?
What makes your offer meaningful beyond the product or service itself?
How do you want your brand to sound when it speaks?
This is where brand voice development comes in. I spend time listening. Not only to words, but energy, tone, and the intent behind why people choose you. Intentional copywriting aims not just to sell but to sound like you.
Looking Through the Customer’s Eyes
The internet stalking phase as I like to call it. Some people think that copywriting is only a reflection of the brand but that is far from true. Of course what you want to say as a brand is important, but it’s also about what your audience needs to hear. That’s why I go though all depths of the web to find everything that I can to step into thier shoes.
I ask:
What does your audience feel before they find you?
What questions or doubts are they carrying?
What would make them feel understood and seen?
What language are they using?
This empathetic approach is the foundation of my copywriting strategy—creating copy that speaks to real needs, not just surface-level trends.
Strategy Meets Storytelling
Once the research is done, I move into the strategy phase. This is where slow marketing meets intentional creativity and the foundations of your copy start to take shape.
Building the Messaging Framework
Before I write a single headline, I map out the copy structure and strategic flow. This ensures that the message isn’t just beautiful but purposeful. I decide:
Where clarity matters most
Where emotion needs to lead
What the copy needs to do at every step
This strategy doesn’t just push for conversions but builds trust over time. It’s more about showing up intentionally where it matters most and letting the words do the rest.
Writing with Voice, Rhythm, and Intention
Now the fun part: writing! I take every foundation that we’ve built and start to weave those into words that start reflecting your brand.
But it’s not just a one and done thing. The copy will ebb and flow through revisions and edits.
Editing with Empathy
Once the first draft is complete, I edit with the reader in mind.
I read copy out loud to catch any awkward phrasing.
I simplify where needed because clarity is best.
I imagine the reader skimming. (What would stand out to them?)
This stage is where the fluff goes away, and what’s left is intentional and purpose-driven copy.
Then it’s off to you to review and revise. I want the copy to feel 100% you. That’s why I always include 2 rounds of revisions in my package offers because your copy should feel good, not misaligned.
Once we get the copy in tip top shape, it’s ready to go live!
Your Turn: How Does Your Copy Feel?
Now, I’d love to invite you to pause and reflect on your own copy.
Is your copy clear and aligned with what you believe in?
Does it sound like you?
Does it help your audience feel connected and understood?
If not, that’s okay. Intentional copywriting takes time, strategy, and heart.
If you’re ready to create words that do more than convert, I’d love to chat. Reach out here or follow me for more insights on slow marketing and copywriting.