• Mikah Pettersson-Fox

How this copywriter can help you hit your goals for the coming year!

If you need to generate more leads. Book more meetings. Convert more visitors. And improve your sales then I'm the copywriter who can help.

But before we start you need to ask yourself if your goals are SMART?


After the initial call with a potential new client, I’ll send them my briefing worksheet. I ask 15 questions to gather as much information as I can before I think about writing.


The second question:

  • “What goals are you hoping to accomplish?”

Gets a selection of answers:

  • Get trial sign-ups

  • Increase opt-ins for our newsletter

  • Book more demo/meeting

  • Make a sale

  • Generate more leads

  • Get users to re-engagement

  • Convert prospects to our paying plan

These are good goals but are they SMART?


Setting SMART Goals

A few clients will write, “Raise Brand Awareness”, I’ll go back and ask; “from where to where?”. Because this isn’t a smart goal and it’s one I hear often.


Your goals should be SMART.


Back in 1981, George T. Doran wrote a paper for Management Review* called, “There’s a S.M.A.R.T way to write management’s goals and objectives”.


His paper outlined how managers could be effective in their objectives by being able to write SMART goals. He wanted to educate in the “What” and “How” of writing effective objectives. And reduce confusion by creating a simple, and SMART, acronym.


  • Specific - target a specific area for improvement

  • Measurable - quantify or at least suggest an indicator of progress

  • Assignable - specify who will do it (became Achievable in later years)

  • Realistic - state what results can realistically be achieved, given available resources

  • Time-related - specify when the result(s) can be achieved


Stand the Test of Time

His paper was published over forty years ago and several other goal-setting frameworks have appeared since then. SMART got even SMARTER:


  • Evaluate - refer back to them every day or week

  • Re-Adjust - adds flexibility


Every year you’ll find multiple posts published on how to set goals and each year SMART will be first or second on the list. And if done correctly, especially in client copywriting briefs, it means you set goals that are clear and measurable.


This is important because you know exactly what you’re working towards and can track progress to accurately assess if you’ve achieved what you set out to do.


David Ogilvy
David Ogilvy’s words come to mind: “give me the freedom of a tight brief”.

I know I’m guilty of not being specific enough or time-related when I’m setting my own goals which is why I always refer back to the framework.


Here’s a goal I received earlier this year from a client; “Get 135 new sign-ups on our Gold plan by 31st July 2021.” It’s a goal the client could measure progress against and would immediately know if they’d achieved or not.


If you want help setting, or hitting your goals complete the short form and we can schedule a time to talk.


*Management review vol. 70 issue 11 pp. 35-36


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