Content the Purple Chia Way

“If it sounds like writing, I rewrite it”

Elmore Leonard

Good writing appears so simple it belies the effort that went into creating it. With copy that converts there is the added layer of context. To be truly effective you need to have a deep grasp of:


 Who you are writing for (your audience)


Who else is talking to that person (the competition)


What style and information is likely to have an impact on them (language, tone and content)

It looks easy but it isn’t!

At Purple Chia, we use a 5-step process to make sure your copy comes out just right.

Step 1: Getting Into Your Head

To represent your company properly we need to know everything about you. Sounds creepy we know, but don’t worry! Things like – what’s going on in your industry, what are your company goals, what are the benefits of your offering, who are you targeting, and more – form the foundation of great copy. We use a combination of techniques like phone-calls, reading materials suggested/ provided by you, research, snooping on social media groups – to get inside your head. You’ll be amazed at how fast we can get up to speed!

Step 2: Your Ideal Audience

Every industry has its own language and culture. To appeal to your audience you have to speak their language, address the issues that concern them, and present it all in a way that appeals to them. To ensure we get this spot-on, we conduct research into your ideal customer persona as well as the industry in general. We collaborate with you during this process to pin down exactly who you want to attract with your content. We will also ask if there are any websites or other materials you particularly admire or like so that we ensure we come up with copy that meets your expectations.

Step 3: Sizing Up The Competition

We research your competition to see who you are up against and what differentiates you. This also helps us further pin-down the language and tone of your industry.

Step 4: Writing

Once we have all the information we need (this can take a few days or more depending on the scope of the project), we are ready to write. We write your content step-by-step and share our progress with you as we go along, collaborating via Google Docs. It’s all very transparent – we share our work as we go and you get to add your comments and suggestions in real-time.

Step 5: Editing and Refining

Once the writing process is complete, we will revise and refine according to your requests and specifications. We don’t put a hard limit on a number of revisions because we understand that it’s a dynamic process – all we ask is that requests for revisions be within reason. As we collaborate throughout the writing process, we rarely get major surprises.

“Debbie and Emily really took the time to get to know our subject matter … They were open to any and all feedback and didn’t stop until we were fully satisfied.”

Sharon Yeheskel-Oron, Director, Global Professional Development, Beit Issie Shapiro