SOP: Copywriting for Harvest Marketing

Prepared By: Gabbie Simalong, Project Manager & Media Operations Manager 

Objective 

To ensure all marketing copy—especially for email blasts, social media, and video-driven campaigns—aligns with Harvest Dental’s brand tone, values, and vision while leveraging AI as a creative partner. This SOP integrates strategic storytelling (Simon Sinek’s “Start With Why”), brand authenticity, and platform-specific optimization. Scope 

This SOP applies to: 

• Organic social media content (Instagram, Facebook, LinkedIn, etc.) 

• Email marketing (campaigns, newsletters, promos) 

• Video-based copy (e.g. captions, hooks, post descriptions, landing pages) 

Guiding Principles

1. Lead with Why Begin all copy with a clear understanding of why the message matters. What’s the deeper purpose or belief behind this post/email/campaign? Root this in Harvest’s mission to empower artistry and transform dental laboratories. 

2. No Hard Selling on Organic Content Organic copy must never read like a sales pitch. Instead, focus on storytelling, value, inspiration, insights, and community connection. 

3. Use AI Smartly and Strategically o You may use GPT to draft content. o Prompt with humanized, brand-informed instructions. o Always include tone guidance, audience type, and intended platform in your prompt. 

4. Train GPT with Sasha’s Voice o Tone should be passionate, premium, artistic, authentic, and visionary. o Avoid cliches and overly polished fluff; be direct and purposeful. 

5. Context is King o For video content, do not rely on transcript alone. o Watch the full or partial video to grasp tone and emotional nuance. 

6. Customize for Each Platform o Format and tone should match the platform: 

    § Instagram: Short-form, emotionally driven, 3–7 hashtags 

    § LinkedIn: Insightful and professional, light hashtags 

    § Facebook: Relatable and narrative-driven 

    § Email: Direct subject line, punchy intro, clear CTA 

7. Review and Polish o Proofread for proper nouns, spelling, punctuation, and formatting. 

    o Check use of ™ and ® symbols. 

    o Have another person review for high-impact content. 

Step-by-Step Workflow

1. Define the Objective 

    Why are we posting? Who is the audience? What do we want them to feel or do? 

2. Gather Inputs 

    Collect visual assets, video, brand notes, campaign objectives, and platform info. 

3. Watch (if applicable) 

    For video content, watch the source to understand tone and key takeaways. 

4. Prompt GPT 

    Use a detailed, tone-guided prompt. Example: less CopyEdit Act as a visionary copywriter for Harvest Dental. Write a [social media caption/email] rooted in Simon Sinek’s “Start With Why.” Tone should reflect Sasha Der Avanessian’s voice: passionate, premium, and artistic. Platform: [Instagram/LinkedIn]. Audience: [Lab Owners/Dental Techs]. Key Points: [Insert Notes].

 5. Humanize & Customize 

    Refine GPT’s output to match Harvest tone and the specific platform needs. 

6. Final QA 

    Review spelling, grammar, hashtags, brand names, and trademark formatting before submission. 

Templates & Tools

• GPT Prompt Library 

• Brand Voice Guide 

• Hashtag Bank 

• QA Checklist Compliance & Review 

• All copy must be reviewed and approved by [Designated Reviewer]. 

• Major campaigns should be routed to Sasha for final tone validation. 

✅ Copywriting Task Checklist for Harvest Marketing

Use this checklist to ensure high-quality, brand-aligned content delivery: 

• Define the Objective (Why, Who, What) 
• Gather Inputs (Assets, Direction, Platform) 
• Watch Video (if applicable) for Tone/Context Draft 
• Prompt with Clear Instructions and Brand Voice 
• Run Prompt through GPT 
• Customize Output for Platform and Voice 
• Human Edit and Polish the Copy 
• Add Correct Hashtags, Emojis, Symbols (™) (®) 
• Final QA (Spelling, Grammar, Brand Names) 
• Submit for Review and Approval