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ABOUT
PROCESS
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CONTACT
BOOK VIRTUAL COFFEE

PROCESS

How my RSPs give you a USP

Typically, a marketing person will give the copywriter a brief and some made-up personas complete with stock photos. Then the writer goes away to create messaging they THINK should resonate.

But in today’s data informed world, there’s no excuse not to KNOW what your audiences are thinking before you start a conversation with them. That’s where having a conversion writer – with both agency AND financial experience – can make all the difference for you.

The "RSP" is really just a convenient acronym (if you're Canadian like me) but the process helps us uncover and express your Unique Selling Proposition in a more compelling way.

My RSP Process 

The conversion optimization process is about a mindset of constant and never-ending improvement. And it starts with understanding how people make decisions.

I take a strategic approach to make every word count – by optimizing BOTH the copy & visuals – so you start seeing a better return on your investment (i.e., increased conversions).

RESEARCH

Don't worry. I do my own Voice of Customer surveys, interviews and online mining to find out what your audience is really saying (when they’re not in a focus group). Once we know what pain we need to solve, we can determine the right message and even mirror their words back to them.

STRATEGY

Based on the research, I help you define an emotional strategy that comes from your brand’s inherent truth (your why). This way, the message really resonates with your audiences emotional needs. Another way of looking at this is conducting a SWOT but looking at it from the customer's POV.

PROPOSITION (or PROTOTYPE)

Once we determine what to say (i.e., your USP), I figure out how to say it more creatively, so people engage. I apply proven persuasion techniques to optimize how we communicate with your audience. Or, guide them with a clear user experience.

Either way, I take a strategic, empathetic and measured approach to make every word count, so you can start seeing increased conversions (or ROI in financial terms).

And REPEAT 

Technically, that could make it an RRSP process but the point is this...

Every time you achieve a result from A/B testing the strategy, you get new data we can learn from to optimize your messaging even further.

Yay, more donuts!

"Craig has been a terrific partner to maintain momentum and focus through prototype qualitative research.

Most impressive was his synthesis of the research into a SWOT analysis that thoughtfully presents key themes and messages which should be reflected in our copy.

I've never seen this before and it's a great way to approach a challenging brief.”

Max Billings | Digital Product Owner | BMO Financial Group

Remember:
The more risk averse you are, the more clicks you can get

When you invest in doing your marketing communications the right way, you’re not only investing in your brand, you’re investing in your personal brand – it’s your reputation, after all.

By doing meaningful research upfront, you won’t have to guess what people think. Because you'e not paying a writer to guess.

You'll discover what's behind their decision making process, so we can speak to the conversation going on inside their head.

If you're ready to transform your results and see some serious ROI, it can start as easy as this:

Step 1: Have a virtual coffee with me (free of charge) to discuss what your challenges are and I’ll let you know if I can help or if it's better that I refer you to someone else in my network. 

Step 2: If you’d like a paid strategy session, we’ll open up the box and dig into the challenges. By the end of it, you’ll have a good strategic direction that you can feel confident about (even if you proceed with someone else).

OR...

Step 3: If you’d like me to help you build and then execute on a strategy, I’ll create a proposal for what it would cost going forward and what deliverables you can expect.

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