Copywriting Research

[hal1989]

Hi,

I am learning how to be a copywriter with the AWAI course and am trying to write their vitamin ad. It just seems like the research you can do for this ad is overwhelming. I was wondering if people on this forum have tips to do research for an ad that give some structure to how to go about it? Sorry if this has been asked before but my internet is down so I am using my blackberry which is hard to search with.

Thanks,
Hal

[Daniel Scott]

Yep, there's a lot of research.

Bury yourself in it. Absorb it. Take the parts that are relevant to your selling proposition.

Expect to spend a month writing the letter. I've heard Carlton spends two.

-Daniel

[OutOfThisWord]

Research is key...

...and the Internet speeds the process.

But don't stay glued to your screen, head over to a vitamin shop... look at the screaming headlines on the publications there... buy one.

And just absorb... then sleep on it and let the 95% of your brain you don't use, do it's stuff.

[RickDuris]

The "overwhelm" you may feel will subside a bit if you break research down into smaller chunks:

1. Product research: What specifically are you selling on behalf of your Client? Eugene Schwartz used to highlight the product because he'd use those "gems" in the copy as bullets and such.

2. Competitive research: Who are you trying to knock off their perch? What are their strong points. What's their Achilles heel?

Generally, how big is the market? Where do they hang out? What forums or social media websites or email groups do they participate in?

3. Strategy research: What's the irresistible offer? How do you get the maximum benefit from a promotion?

4. Market research: Who specifically is your market? Some people call this creating an "avatar."

5. Word research: What's the jargon and the cliches common and acceptable in the market? For instance, if you were writing a dog training info product, you'd be remiss not using the phrase "man's best friend."

6. Graphics research: "Marketing Experiments" recently conducted a webinar on the increasing relevancy of graphics. I've seen graphics increase conversion by as much as 200%. So it pays to study the presentation.

7. Keyword research: I know copywriters have a common aversion to keyword stuffing their copy. I do too. But it really helps understand what needs people when it comes to product. Search engines are wonderful for that purpose. However, it's about writing copy that's relevant to the reader, not necessarily the search engines.

- Rick Duris

PS: This is why some copywriters choose to focus their attention on a specific market and become an expert in that market. As you may appreciate, it IS a lot of work if you are unfamiliar with a market to get up to speed.

[Ross James]

I have a blackberry too. If I want to perform a search from it I use the operator 'what i'm searching for' site:warriorforum.com/copywriting-forum

Hope that helps,

Ross

[sethczerepak]

Originally Posted by OutOfThisWord

Research is key...

...and the Internet speeds the process.

But don't stay glued to your screen, head over to a vitamin shop... look at the screaming headlines on the publications there... buy one.

And just absorb... then sleep on it and let the 95% of your brain you don't use, do it's stuff.

I'll add to this that to talk to one of the salespeople about which is the best vitamin and tell them what end result you're trying to get. Make sure the end result is the same as the one which will be accomplished by the product you're selling. Do this a few times and pay attention to the things which the salespeople say that trigger something and make you want to buy.

My guess is that if you talk to six sales people you'll meet at least a few decent ones and you'll have a lot more material than if you had sat hunched over your computer for hours.