4 Types of Research You Need to Conduct If You Want Effective Copy
If you’re not a copywriter, you probably think the writing process looks something like this:
Sit down in front of a laptop with a cup of coffee.
Immediately start typing out the blog post, email, or landing page your client requested.
Give it a quick proofread.
Send draft to the client.
Time: 2 hours
In reality, the process looks something like this:
Research the target audience, product, industry, and competitors.
Outline the story flow, which often uncovers the need for more research to fill any gaps.
Start writing based on the above research.
Edit for clarity and tone.
Give it a thorough proofread.
Send to the client with an explanation of why you wrote what you wrote, backed up by your research.
Time: 12 hours
Notice a pattern? Research is the heart and soul of effective copy. Without it, copy is just a bunch of words that sound nice but have zero impact. This is why research makes up about 50% or more of the copywriting process.
This is one of the reasons why it takes longer than you may think to write an effective blog post, email, landing page, etc. Behind each word is a wealth of research to help ensure it will resonate with your audience and ultimately convert.
There are four major types of research you should conduct each time you sit down to write copy, no matter how long or short it is. Doing so will make your copy more relevant to your reader, align it with your marketing goals, and get the results you need.
1. Target audience research
“Know your audience” is a basic tenant of marketing and copywriting. But simply knowing basic demographic information about your target – like job type, income level, gender, etc. – isn’t enough. You need to take a deeper dive into their psyche. This will help your copy reach your audience on a more human level so it comes off as genuine instead of tone-deaf.
Info to gather:
What do they care about?
What are their fears?
How do they make buying decisions?
How do they feel about the product and company you’re promoting?
What do they think of your competitors?
Sources:
Interviewing people from your target audience
Reading or listening to testimonials or product reviews
Conducting a focus group
Survey results
Reading industry articles or research reports with the latest data about your target audience
2. Product research
Now that you’ve gotten into the shoes of your target customer, you now have to do a deep-dive into the product itself. For the copy to be effective, you have to know the product inside and out, how it fits into the target customer’s life, and why they should care about it. You should also know the downsides of the product so you can
Info to gather:
How does the product solve your target audience’s problems?
How it is better than similar products?
Are there any studies that prove the effectiveness of the product?
How does your target audience feel about the product?
How does it work?
What are the features and benefits?
What are the downsides of this product?
Sources:
The product’s website and social media channels
Internal marketing documents like sell sheets, spec sheets, whitepapers, etc.
Product reviews and customer testimonials
News stories about the product
Published studies about the product
3. Industry research
Your product and audience don’t exist in a vacuum. Having a thorough understanding of the industry they live and work in is crucial to producing relevant copy. Your copy needs to include proper industry terms and be sensitive to current events. Not doing so means losing your audience and your credibility.
Info to gather:
What are some common terms and phrases used in the industry? What is its “language”?
What is the current state of the industry? Is it growing or declining?
Are there any current events (like COVID-19 or a recession) impacting the industry?
What are the industry’s challenges, concerns, and goals?
Sources:
Industry-specific websites and publications
Industry-specific conferences
News articles about the industry
Interviews with people working in the industry
4. Competitor research
“Keep your friends close and your enemies closer” applies to copywriting as well. You should know your product’s competitors as well as you do your own product. To your audience, your competitors are their options. They’re evaluating your competitor’s products along with yours while making their buying decision. Your job is to make is clear in your copy why they should buy your product instead of someone else’s.
Info to gather:
Who are your top competitors?
What are your competitors’ strengths and weaknesses?
How do you compare with your competitors?
How does your audience view your competitors?
Why would your audience buy from your competitors and not you? (And vice-versa.)
Sources:
Competitors’ websites and social media channels
News articles about the competitor
Interviews with your competitors’ customers
Industry publications and events
Takeaway: Research takes time, but it’s worth it.
Effective copy takes time because research takes time. If you’re a copywriter, be sure to allow yourself extra time to cover the required research. Factor that time into your quotes and estimates for clients. Not only will you be delivering more relevant copy that will get your client results, but you’ll also be adding value by uncovering information they may not have previously had.
If you’re hiring a copywriter, be sure to give them enough time for thorough research. Allocating an hour for a blog post or email is not enough. And be sure to provide your copywriter with as many documents and information you have about the product and company.
