Copy drive

The copy drive holds approved copy that has run: ad copy by platform and format, email copy, landing page copy, and scripts. Check here before writing new copy. A line that has already run has performance behind it and has already cleared review, which is two advantages a fresh draft does not have.

Fill in the link, folder structure, and rows below with your own. Examples use Doughnut Labs, a SaaS company that sells disruptive Doughnut Technology.

Where it is

Field	Fill in
Location	E.g. [link]
Owner	E.g. Aisha Bello
Who has access	E.g. Marketing team, agency partners
How to request access	E.g. Ask the owner

What’s in it

Belongs here	Doesn’t belong here
Approved ad copy, in its filled channel template	Unapproved drafts
Approved email copy, including subject lines	Copy briefs, which go in the copy brief library
Approved landing page copy, in the filled skeleton	Published articles, which live in the article library
Video and audio scripts	Brand voice rules, which live in brand voice and tone
Approved claims and boilerplate

How it’s organized

Replace this structure with your own.

copy/
├── campaigns/
│   └── 2026-fresh-batch-trial/
│       ├── meta/
│       ├── google/
│       ├── linkedin/
│       └── email/
├── evergreen/
│   ├── approved-claims/
│   ├── boilerplate/
│   └── product-descriptions/
└── archive/

The approved claims folder earns its place. It is the list of things the company can say about the product without a fresh legal review, and it is what a writer should check before making a claim rather than after.

Naming

Every file follows the file naming conventions, with a COPY prefix: COPY_q3-trial-push_2027-08-20_v01_APPR.md The descriptor should match the campaign or asset the copy was written for, so a line in a live ad can be traced back to the document it came from.

What’s reusable

The first rows are examples. Delete them and fill in your own.

Copy	Where it ran	Result	Owner	Approved
E.g. “Live in a day, not a quarter”	E.g. Meta, Google Search, email	E.g. Best-performing headline, Q1 and Q2	E.g. Aisha Bello	E.g. 2026-01-15
E.g. Trial reminder subject line set	E.g. Email nurture, three touches	E.g. 34% open rate across the series	E.g. Aisha Bello	E.g. 2026-04-02
[add row]

Before you reuse a line

Check it is still true. Product claims go stale. A line about a feature that has changed is worse than no line.
Check the claim is still approved. A claim cleared once is not cleared forever, particularly where it involves a number, a comparison, or a customer.
Check the character limits for the new channel. A headline that fits Meta will not fit a Google Search headline. See the channel copy templates.
Check the customer profile matches. A line written to overcome one profile’s objection often means nothing to another.

Copy carrying a statistic, a customer quote, or a competitive comparison needs its source checked before it runs again. The number that was current when the line was written may not be current now, and the claim travels further than the evidence behind it.

Asset directory Every location in one index.
Copy brief library Where the briefs behind this copy are filed.
Copy brief The workbook new copy is written against.
Copywriting process How new copy gets produced and approved.
File naming conventions The convention every file here follows.

Experiment Learning Library

Weekly Reports

Monthly Reports

Quarterly Reports

Yearly Reports

Customer Profile Library

Campaigns Library

Event Library

Creative Brief Library

Article Library

Landing Page Library

Asset Directories

Copy Brief Library

Where it is

What’s in it

How it’s organized

Naming

What’s reusable

Before you reuse a line

​Where it is

​What’s in it

​How it’s organized

​Naming

​What’s reusable

​Before you reuse a line

​Related resources

Where it is

What’s in it

How it’s organized

Naming

What’s reusable

Before you reuse a line

Related resources