Top Research Strategies

snowtigress · 07-07-2009, 02:03 AM

Ok, so we all know how important research is to copywriting. I know each of you has a favorite method of doing this. Imagine how much more powerful your copy would be if you combined proven research strategies AND used them to cut back on your time laboring over finding the right data.

Now it's time to share some of your secrets to finding the best information FAST.

briancassingena · 07-07-2009, 05:08 AM

Obviously if you're writing copy for a client, you'll start off by sending them your questionnaire, getting full, well thought out answers from them, and then interviewing them over the phone for 30 mins to an hour. I usually find most of the benefits, and usually a good 'hook' just from this. Then you have to evaluate the product yourself, always very easy for info products, but you must do this to get the best result.

dorothydot · 07-07-2009, 07:17 AM

Brian's right. That's the first level of research and by far the most valuable.

To fill in background, I google research, copy-and-paste info with the source website noted for each copy-and-pasted item.

Also go to forums on the subject - it helps fill you in on what prospects think, how they express themselves, etc.

Hope this helps,
Dot

John_S · 07-07-2009, 10:50 AM

It really depends on the client and situation.

For example. One product was a shaving mug the client couldn't sell at retail POP (Point of Purchase display rack)

Here, I mad a quick trip to the barber shop (potential customer), and found the answer.

Another time one outlier SIC code in their house list was a trigger for a whole new market for a chemical vendor.

The particulars aren't as relevant as the larger point: For big wins that make you look like a genius, go back to the customer base. It really depends on why you're there. But you can pull a win from a losing product, uncover missed selling opportunities, and have the fastest road to profits from people who already know the company and bought.

Too much of this is about some clever trick or gimmick, directed at first time buyers (the lowest profit, highest cost segment). All this boils down to one thing: Know Your Customer. Customer ...not would-be, maybe-if prospect. And if you don't, the project had better be about finding out in a hurry.

I could care less about what I think about the product. I want to know -- as fast as possible -- what customers think. That's a challenge unto itself.

Let's say you're selling handbags. You have people in for a focus group to find out what you should stock for the upcoming season.

My suggestion to you would be to offer a bag for the participant to thank them for their work. When one company tried this, the bags people went home with didn't fit the answers they gave in the focus group ...but did match actual demand.

Now the company does the focus group, but watches the bags people take and throws out the survey. The key is getting people to give you the information underneath what they think you want to hear.

If I didn't just buy it, before knowing the client was going to call, I am not the customer. Having the product does help, but it's not everything.

07-07-2009, 02:03 AM	#1
snowtigress Active Warrior Join Date: Jun 2009 Location: Malden, MA Posts: 30 Thanks: 21 Thanked 3 Times in 2 Posts Contact Info	Top Research Strategies Ok, so we all know how important research is to copywriting. I know each of you has a favorite method of doing this. Imagine how much more powerful your copy would be if you combined proven research strategies AND used them to cut back on your time laboring over finding the right data. Now it's time to share some of your secrets to finding the best information FAST.

07-07-2009, 05:08 AM	#2
briancassingena Copy Strategy Warrior War Room Member Join Date: Feb 2009 Location: Down Under Posts: 313 Thanks: 123 Thanked 61 Times in 47 Posts Social Networking	Re: Top Research Strategies Obviously if you're writing copy for a client, you'll start off by sending them your questionnaire, getting full, well thought out answers from them, and then interviewing them over the phone for 30 mins to an hour. I usually find most of the benefits, and usually a good 'hook' just from this. Then you have to evaluate the product yourself, always very easy for info products, but you must do this to get the best result.
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07-07-2009, 07:17 AM	#3
dorothydot Selling with Stories War Room Member Join Date: Aug 2008 Location: Southern Maryland Posts: 497 Thanks: 289 Thanked 120 Times in 102 Posts	Re: Top Research Strategies Brian's right. That's the first level of research and by far the most valuable. To fill in background, I google research, copy-and-paste info with the source website noted for each copy-and-pasted item. Also go to forums on the subject - it helps fill you in on what prospects think, how they express themselves, etc. Hope this helps, Dot
	"Sell the Magic of A Dream" www.DP-Copywriting-Service.com

07-07-2009, 10:50 AM	#4
John_S Advanced Warrior Join Date: Sep 2006 Location: , , . Posts: 858 Thanks: 22 Thanked 384 Times in 231 Posts	Re: Top Research Strategies It really depends on the client and situation. For example. One product was a shaving mug the client couldn't sell at retail POP (Point of Purchase display rack) Here, I mad a quick trip to the barber shop (potential customer), and found the answer. Another time one outlier SIC code in their house list was a trigger for a whole new market for a chemical vendor. The particulars aren't as relevant as the larger point: For big wins that make you look like a genius, go back to the customer base. It really depends on why you're there. But you can pull a win from a losing product, uncover missed selling opportunities, and have the fastest road to profits from people who already know the company and bought. Too much of this is about some clever trick or gimmick, directed at first time buyers (the lowest profit, highest cost segment). All this boils down to one thing: Know Your Customer. Customer ...not would-be, maybe-if prospect. And if you don't, the project had better be about finding out in a hurry. I could care less about what I think about the product. I want to know -- as fast as possible -- what customers think. That's a challenge unto itself. Let's say you're selling handbags. You have people in for a focus group to find out what you should stock for the upcoming season. My suggestion to you would be to offer a bag for the participant to thank them for their work. When one company tried this, the bags people went home with didn't fit the answers they gave in the focus group ...but did match actual demand. Now the company does the focus group, but watches the bags people take and throws out the survey. The key is getting people to give you the information underneath what they think you want to hear. If I didn't just buy it, before knowing the client was going to call, I am not the customer. Having the product does help, but it's not everything.