How I Work


Discussing the Project and Questionnaire

When getting started with a potential project, I will direct you to complete a Discovery Questionnaire. This will help both of us clearly define the scope of the project and ensure maximum results.

I will email you a link to the online Questionnaire which is hosted on my domain. Please complete it and return it to me as quickly as possible - most clients get this done between 1 to 3 business days.

 After I receive your completed Discovery Questionnaire, I review and study your answers, plus any other applicable initial research needed. From there, I'll outline a short project roadmap. This will save you time and help you see that I fully understand the project. It will also be the basis for our Launch Call.

3 to 10 days after I receive your completed discovery questionnaire, we will schedule a 25 minute Launch Call. During this call, will discuss the Project Roadmap. I will listen to any additional ideas, directions, and insights you may have on the project.

 Following that call, I will draft and send you an Agreement. If your legal team have an agreement that you prefer to use, we can use that.



Investment and Getting Started

The agreement will contain all the specific details of the work you'll be expecting me to deliver, including project deadlines. (Note: I always require 50% of my total project fee paid upfront before I begin. Most of my clients prefer to pay with a credit/debit card via our online invoicing system or bank wire).


Once we've both signed the agreement, and your 50% payment has been received, I will begin work on your project as agreed.



My research process is extremely detailed and comprehensive. No stone is left unturned. I begin with a complete review of your website and any informative materials you send me. From there, I will research your market, your competitors, and your market positioning. In some cases, I will ask to visit or speak with your customer service team, past clients/customers, and relevant department heads.


If required, I will reach out to you for additional details, product samples, and other resources.


You can be confident that after my research and information gathering phase, I'll have attained it deep and precise understanding of your product, your voice, and your customer's core emotional purchasing triggers.



As we work on this project together, communication is critical some of my clients are very busy and prefer to hand off the project to meet and review the first draft once it's ready, with very little communication in between. Others like dealing with me on an almost daily basis and be involved at just about every step of the way.

 What's your preference? 

Please send an email and let me know how often you'd like me to communicate, and let me know the best way to reach out to you (i.e. email, phone, social media, text, etc.). 

One other thing… I require that you assign me a single point of contact on your team. I will communicate directly with that person and they will deal with your other team members as needed to obtain information and approvals.

Finally, I strongly encourage you to become familiar with Google Docs. I do all my writing with this word processing tool. It allows us to track changes, comments, and collaborate in real-time. It can be shared with various team members and the working document is always the current document - no need to worry about sending wrong files are things getting lost.


Review of First Drafts

Typically, you receive your first draft within 10 to 15 business days, depending on the size and scope of the project.

When you receive the first draft, please review it meticulously. Also, have any relevant team members review it as well. The most important thing at this stage of the game is to make sure the tone, message, and offer are spot-on. We'll get to fine-tuning and polishing by the second draft… Or third draft, as required.



After you review the initial draft, it's probable that you might want some things changed. Please note those changes using the comment feature inside Google Docs. You can also suggest changes using the edit mode feature, which are always turn on when I share drafts with you.

I will review all your suggested changes within 24 hours of you submitting them to me. I will implement your suggested adjustments within 2 to 4 business days, depending on the breadth and complexity of your suggested changes. 

In all cases, I do recognise that these are your customers, so I will defer to you as much as possible.

Sometimes, there are cases where my clients make suggestions I know will put a damper on their conversions, sales, and profits. In those cases, you can trust me to be bold and direct with my feedback. When clients insist on changes that I feel will not work, I always firmly advised against it or I'll recommend a simple A/B split test. Let the market vote.


Additional Reviews

After the first round of changes, there may be some additional fine-tuning required. You can be confident that I'll gladly work with you until you are absolutely delighted with my work. In most cases, my clients find that one review volley is sufficient. When more is needed, it is usually just one or two simple tweaks, and the process goes quickly. Typically, we get to a final delivery within 1 to 3 business days.


Final Approval

 Once revisions are done, I will submit a final draft to you. At this point, you will approve the copy by sending me an email stating that everything is ready for distribution.

 Once I receive this final approval from you, I will invoice you for the remaining 50% of the project investment. The invoice is due upon receipt. I will make every effort to be prompt in responding to your request and assume that, as a professional, you will do the same with my invoices.

 In most cases, the final copy is sent to a designer for formatting. I strongly encourage you to send me a PDF of the final version. I will double check that any graphical elements added by your design team enhance the copy and make it more effective. Without misrepresenting or watering down your message.

 If I see something that is distracting and may hurt your response rates, I'll be direct in letting you know. If requested, I am happy to work with your design team to make any changes needed to ensure the end product is as effective as possible.


Transition to New Projects

Once a project is done, I provide all my clients with a complimentary follow-up consultation period we spend a few minutes on the phone and discuss what went well and where improvements can be made.


The review the initial discovery questionnaire you completed and discuss additional ways to uncover new profits for your business. Where appropriate, we map out a new project to ensure that you continue to have excellent sales copy and marketing, that meets your goals and grows your business predictably.