Writing copy at first glance seems easy – you just take out a sheet of paper and start writing away right? Wrong. Once you get started, you start to realize that writing may be a lot harder than it seems. You have to come up with hooks, angles, stories and attention-grabbing headlines to make people want to actually read what you are putting out there without stop. You need subject matter expertise, to understand what you are actually writing about. You need to also think about your audience, if what you are writing is relevant to them.

Many copywriters and marketers out there simply wing it. They have no proven-step system in how they approach their copywriting. But this is not exactly how we do things here, if you want repeatable and consistent high-quality content and copy written, you need to follow consistent steps.

Which is why I would like to introduce you to something called the “copywriting mind map”, I learnt this from a dude that runs an 8-figure online marketing company where he helps entrepreneurs scale their business. What this guy taught me is absolute genius.

What is a Copywriting Mind Map?

The Copywriting Mindmap, is basically you mapping out the details of your copy beforehand so that you have a game-plan coming in before you even start putting down words on paper. This is simply having a game-plan of what are the pieces of contents you would like in your copy.

Here’s an example of the copywriting mind map which I’ve done on word for a spa business.  

There are also many ways that you can visualize that details of what you want to write about in your copy such as drawing a mind map on a sheet of paper. You are not limited by the medium you are using. But the point of this exercise is to have the details written on a piece of paper beforehand.

The things you should put into this copywriting mind map are:

• Features and benefits
• Selling points
• Hooks and unqiue angles to use
• Topics to cover
• Psychological triggers to use (if applicable)
• Possible objections to the sale
• Emotions you want to convey
• Length of the copy (how many words)
• What is the CTA

This is very powerful stuff when you have a game-plan in place. You are in essence, mapping out all of the details of what needs to be written in your copy.

Will This Plan Be Set in Stone?

When you start writing your copy what you will find is that some details of your copywriting mind map will change. There are simply things you would like to edit and some things you would like to remove. This is very normal in the editing process because when you actually put things down on paper, they may not be practical at that moment of time.

At the same time, it’s vital to have a game-plan in place so that you have a direction to take the piece of copy you are writing. And it’s also there to help keep your thoughts organized.

If you’ve never mapped out your copy, or perhaps you’ve mapped out your copy before but still don’t feel comfortable doing it. Don’t worry, practice makes perfect.

“A good plan today is better than a perfect plan tomorrow” -General George Patton.

When you have a plan, you have a roadmap and a direction, which inspires confidence into your writing ability. Your writing will come out so much more clearer and it’s so much better to write your copy with a generic plan in place rather than “wing it” with no plan.

Usually if you are writing copy already without a plan in place, you probably have this plan in your head. The point is to have this plan on a piece of paper because it helps you operate from a higher level of thinking. Aim to put everything down on paper. If you’re just starting out, and feel overwhelmed – don’t be afraid to start small and don’t judge your process. Learning how to create plans is a skill by of itself but yet at the same time absolutely vital for a copywriter.

Platforms to Use to Create Your Copywriting Mind Map

I would recommend any note taking application. But here are my top FREE picks:

Evernote

What I like about Evernote is that you have a note-taking system and a whole application to keep your notes organized. You can easily access the notes that you have written from the dashboard.

Microsoft Word

Who loves a good old Microsoft word, but believe it or not this is also a good place to brainstorm ideas and create your copywriting mind map. Another alternative to word would be Google docs, either way, open up your word doc and start writing.

AWAPP Whiteboard

If you are more of a visual person. Then perhaps drawing out your mind map is the way for you. I recommend AWWAPP or Micro.

Using a pen and paper

This was the traditional way of planning things out before the internet came out, do not underestimate the power of using a pen and paper and getting things down.

Copywriting Mindmap Finished.. now what?

Having a plan is simply the first step, executing the plan and making changes on the fly is the hard part. There is no set way of writing copy, but I would recommend having your research material and your plan right beside you as you construct your sentences.

I think the hardest step is to find inspiration for your copy. So, I would like to present with you two ways of getting good content in.

(1) The first way is to just start. Let your creative juices flow and write what comes out naturally. Don’t try to overthink this process because the best ideas come naturally from when you are going about your day, being in the shower or just walking down your street heading to work.

I would say not to ignore this urge because the ideas that you can generate by just letting your creative juices flow should not be underestimated. Issac Newton discovered gravity by simply going about his day and noticing an apple falling down to the ground. Einstein discovered relativity by going about his day-to-day life and having a sudden thought from the compilation of his research.

(2) The second way is to acquire inspiration from others. This is what copywriters have been trained to do which is to look for ads that have already made a lot of money and simply model what is working. I recommend Swiped.co as a website to find inspiration for copywriting hooks, angles and closes.

The key question to ask yourself is this: “What is out there that is similar to the copy I am writing and what are pieces of advertisements that are already working in the marketplace? How do I model that?”

Don’t try to reinvent the wheel. See what is working out there and just get ideas there!

Also, try not to be perfect when writing your first draft. Your first draft will probably suck, the point is to get something out there on a sheet of paper. There’s a difference between having things out on paper while referring to a plan vs just winging it. You are also not winging things, you have a plan in place and certain points to hit. The editing process and refining things is what matters the most.

Having a copywriting mind map is unique to you!

Remember, having a mind map is unique to you. There’s no set way of doing this, but the point of this exercise is to have a plan in place, with the benefits you want to convey and details of selling points to add to your cause.

When executing on your plan, things will change so be open to it. Create a plan that is unique to your situation and adapt it to suit your needs. We hope you enjoyed this article and best of luck in creating your hardest hitting ad.