The basics first. The better I understand what you do and where you operate, the more precisely I can write copy that speaks directly to your local market.
⏱ About 4 minutes
Why this matters: Dan Kennedy said it best — “The more in touch you are with your customers, the more probable your success.” This form is how I get in touch before writing a single word.
Be specific. List the main services you offer, not just the category.
Your answers auto-save as you go.
Step 2 of 5
Who Is Your Ideal Customer?
This is where most copywriters cut corners — and where I don’t. The quality of this section directly determines how well your copy will resonate with the people you actually want to attract.
⏱ About 5 minutes
Copywriting principle: Your copy doesn’t reach a crowd — it reaches one person at a time. The more specifically you can describe that one person, the better every word I write will land.
Not demographics — give me a picture. Who are they? What do they care about? What kind of homeowner or business owner are they?
Their Pain & Fears
Think about what they’re actually worried about before they call you. Not vague things — specific fears.
What do customers complain about when they’ve had a bad experience with a competitor? This is gold for your copy.
Not the service itself — the underlying outcome. People don’t want a roof replacement; they want their family to be safe and dry. What’s the real result your customer is buying?
Their Language
Not technical terms — the words they say when they call you. Quotes from real customers are perfect here.
Your answers auto-save as you go.
Step 3 of 5
Your Offer, Your Proof
This section builds your Proof Vault — every credential, guarantee, result, and testimonial I can pull from to make your copy credible. The more specific you are, the stronger the copy.
⏱ About 5 minutes
Jim Edwards’ rule: “Any time you make a claim, you need something to back it up. Testimonial, case study, statistics, expert endorsement.” This section is where we build that backing.
Not “better service” or “quality work” — every competitor says that. What do you actually do differently? Think: guarantees, speed, process, specialization, certifications, pricing model.
Specific guarantees are one of the most powerful copy elements Kennedy wrote about. List every guarantee you offer — satisfaction, time, price, outcome.
Your Numbers & Credentials
State licenses, trade certifications, Better Business Bureau, industry associations — list them all.
Client Results & Testimonials
The more specific and results-oriented the better. Include the customer’s name and what they say you did for them. If you have Google reviews, copy your favorites here.
Name them. I need to understand the competitive landscape to position you against them without naming them directly.
Your answers auto-save as you go.
Step 4 of 5
How You Sound When You’re at Your Best
Your copy should sound like you — just sharper and more persuasive. This section helps me write in your voice, not mine. Answer these honestly, not how you think you “should” sound.
⏱ About 3 minutes
Forget how you’d describe yourself — how does a happy customer actually talk about you? What words do they use?
Could be an email you’ve sent, a voicemail script, a text message, a Facebook post — anything in your own words. The more natural the better.
What to Avoid
What makes you cringe when you see it on a competitor’s site or ad? What do you never want your copy to sound like?
Could be a restaurant, a car dealership, a dentist — anyone local whose ads or website you’ve noticed and thought “that’s good.” Tell me what you like about it.
Your answers auto-save as you go.
Step 5 of 5
Your Goals & What I Need to Start
Last section. Tell me what success looks like for you, what’s most urgent, and share any existing assets so I know what I’m working with from day one.
⏱ About 3 minutes
Seasonal push coming up? A promotion you want to run? A competitor who just moved into your area? Tell me anything that affects timing.
Existing Assets
Website, Google Business Profile, Facebook page, any current ads, email newsletter — paste links to anything that exists. I’ll review it all before writing.
Anything unusual about your business, your market, your customers, or your situation that doesn’t fit elsewhere. No detail is too small.
Takes about 10 seconds to process.
✓
You’re All Set. I’ll Take It From Here.
Your onboarding form has been submitted. Expect your first batch of copy in your inbox within 7 business days.
While you wait — nothing you need to do. I’ll review your website, your competitors, and everything you shared, and get to work.
✍
I review your answers, your website, and your competitors — usually takes me 1–2 days before I write anything.
📄
Your first deliverables land in your inbox — website copy, email sequence draft, and first ad set.
↩
You review, give feedback, I revise. We go back and forth until it feels right.
📈
You deploy the copy and we track what’s working. End of Month 1, I send your first copy audit.