Figuring out what you want to say is part of the process.
That’s why our approach is agile, multiphase, and integrated.
Traditional content development is conceived as a linear process of discrete steps, one following the other. Done this way, you do not work on one phase of your project until you have completed the one that precedes it, and you cannot make changes to a finished phase without having to redo every phase that was completed before it. This greatly stifles creativity and squanders your accumulated wisdom, which is why our copywriting process is agile, multiphase, and integrated.
An agile approach subsumes that the things you discover in Phase II of your project will necessarily enhance your perception of what should have happened during Phase I, what you subsequently learn in Phase III will similarly affect Phase II, and so forth. Thus, rather than fight this reality, an agile approach exploits it. How?
Multiphase Website Content Development
A multiphase approach proscribes sitting down and trying to conjure everything at once. Instead, you acknowledge that you are always in the process of learning, and what you know today about your market and your prospects will necessarily grow over the course of your project—especially for a startup.
Integrated Website Content Development
Certain phases of your project will be eminently compatible with others. For example, developing your print collateral alongside your website content makes good sense. Both have multiple messages and more than one audience—so it would be difficult to get it catastrophically wrong. On the other hand, other media, such as television, have a narrow audience that responds to a very specific message. So developing television is better left to the later stages of your project, when you have honed your knowledge and messages to the highest levels.
Nonetheless, although the chronology of creative events is flexible, it is not shapeless, so here is what to expect.