5 Steps to Content that Generates Leads

I've done ghostwriting and newsletter writing for 6 and 7-figure entrepreneurs, founders, and creators...

But it wasn't until I was asked one simple question that I established a clear "writing process."

Here's my simple, 5-step process for writing compelling copy.

Here’s the story:

I was on a Zoom call with a potential client and he asked me… “Eric, what’s your process for writing and creating content for clients?”

“Great question.” I thought… but I didn’t have an answer.

Up until this point, I’d never been asked this question, nor had I ever thought about an actual writing process that I follow.

I looked around the room trying to come up with a sophisticated answer… nothing came to mind.

So I responded with… “Well, I don’t really have one. I wake up at 5:30am every day, look at what I need to get done, and just start writing for a couple hours.”

“Okay, got it.” he replied.

🤦‍♂️

I thought I blew it with that answer… but he ended up agreeing to work with me.

I decided after that Zoom call that I’d never get caught flat-footed again.

Since then, I’ve taken the time to carefully put together a 5-step writing process that I use to create content for myself and my clients.

Here’s what it looks like…

1. Understand

Writing about a topic in depth requires you to do one thing ahead of time… understand it!

A half-understanding of a concept often leads to errors and gaps in your writing.

Before I put any words to paper, I research the topic and take as many notes as possible.

2. Organize/Outline

Once you’ve done plenty of research and understand the topic in great detail, start to organize your thoughts and outline the topic in main sections such as:

• Introduction

• Story (if applicable)

• Main point

• Main point

• Main point

• Closing

• CTA

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3. Relate

Once I have a general outline of what I’m going to write, I look for anything that I can relate or tie in… most often it’s in the form of a story.

Stories are great for making ideas “sticky” in your readers' minds.

If you can, always share your message with a story.

4. Create

The most obvious section of the process… you have to sit down and create the content.

This is essentially a brain dump session… I have my notes, a general outline to follow, and I start writing.

Keep the pen moving… keep the keyboard clicking.

5. Edit

After the first draft is complete, I go in 2 different times to edit.

The first time is to do a full edit and revamp process. Fix errors, clean up sentences, clean up formatting and design, etc.

The second time is to finalize everything with graphics, images, etc.

And there you have it!

My 5-step process for creating content that actually generates leads and grows your business.

Thanks for reading!

Until next time,

Eric Higgs

P.S. Whenever you’re ready, here’s how I can help:

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