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Research

by afbjv
11 replies
Hey all you copywriters out there, I got a question.You have to know a lot about the product/service your writing about, do you like having to do the research, or would you prefer to have someone hand to you already done so you can just get on with the writing?
#research
  • Profile picture of the author max5ty
    Originally Posted by afbjv View Post

    Hey all you copywriters out there, I got a question.You have to know a lot about the product/service your writing about, do you like having to do the research, or would you prefer to have someone hand to you already done so you can just get on with the writing?
    Was getting ready to head out, but saw your post...

    thought I'd throw in my thoughts.

    Research for copywriting isn't about just getting facts and figures.

    Copywriters are looking for that one little hidden gem that the whole castle gate can swing on.

    Could be something so simple, yet overlooked nobody else recognizes it.

    One little tidbit of info...something that takes a so so campaign and busts it wide open.

    Could take days of digging through files, talking to employees, checking out customer habits, finding out about the building, plumbing, lights, security system, bathroom, rodents in the building, hookers hanging out in front...

    get the point?

    How good are you at all that...and more?
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    • Profile picture of the author Mark Pescetti
      This>>>>>>>>>
      Originally Posted by max5ty View Post

      Could be something so simple, yet overlooked nobody else recognizes it.

      One little tidbit of info...something that takes a so so campaign and busts it wide open.
      <<<<<<<<

      I pride myself in the interview and research process.

      I know a lot of big time copywriters outsource that kind of stuff, but I honestly don't ever see myself doing it. I don't trust that someone else is going to catch the needle in the haystack - like I will.

      That's also why I don't have copy cubs. I'm a control freak. I admit it. It's not hard for me to delegate; it's virtually impossible. It's a jaws of life kind of situation.

      That being said...

      If you actually are looking to provide a researching for copywriters service, which I'm not clear if you are, I'm sure there's somewhat of a demand.

      A lot of copywriters take on multiple projects at a time. So they probably need someone to do the recon work.

      By the way...

      I'll often come out of pocket to interview experts in any given field, especially in health and finance.

      If I can pay someone $100, interview them, record it and have TONS of material to draw from to develop my hook, it's a good day in the office.

      Of course...

      I prefer the person or company I'm working for front the bill. But that's another conversation.

      Mark
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  • Profile picture of the author Alex Cohen
    Originally Posted by afbjv View Post

    Hey all you copywriters out there, I got a question.You have to know a lot about the product/service your writing about, do you like having to do the research, or would you prefer to have someone hand to you already done so you can just get on with the writing?
    One of the other things that needs to be developed is an avatar of the prospective customer. What emotions are driving him? What is he thinking? How does he speak? And a lot more.

    So the product and the prospect are two essential areas of research.

    A third is the hook.

    If you offered a service that provided all three, I can see it being worthwhile to copywriters.

    Alex
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  • Profile picture of the author Steve Hill
    Originally Posted by afbjv View Post

    Hey all you copywriters out there, I got a question.You have to know a lot about the product/service your writing about, do you like having to do the research, or would you prefer to have someone hand to you already done so you can just get on with the writing?
    After working with copywriting for a while, I sought out research projects from top copywriters. With an existing background in graduate-level research, the jobs started coming in.

    Those jobs were a priceless education. It was like sitting at the elbow of some of the best in the business, working together as projects were developed from start to finish.

    What Max and Mark are saying is critical. Almost anyone can do basic research. But that ability to spot the hooks or key things that make all the difference - that's not common. It's what separates everyday researchers from true copywriting researchers.

    Not all research needs that level of in-depth understanding of the copywriting process, but on the other hand, you never know when something might jump out.

    Take the 1920's story of Claude Hopkins and Schlitz beer as an example. Every brewer used the same processes, but he was the only one that told the story. "Schlitz beer bottles - Washed with live steam." it took Schlitz from fifth in the market to a tie for first.

    But that was a big client and a big project. For the multitude of smaller projects, copywriters may not have time to do everything, and some will outsource part of the research.

    When they have a researcher that also has an excellent understanding of copywriting, then outsourcing can save them a lot of time. The researcher can keep an eye out for those possible hooks, and let them know. "Hey Bob, you might want to take a closer look at their manufacturing technology... nobody else is doing quite it like that."

    It won't always fit in with the project's approach, or it can sometimes become the hook. But unless it's pointed out, it's often overlooked in the piles of research.

    To answer your question, in my experience it depends on the kind of research needed, as well as the analytical skills of the researcher beyond just research. It also depends on having a good understanding of the style and preferences of specific copywriters.
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    • Profile picture of the author marciayudkin
      There are a lot of prominent writers (Calvin Trillin, for example, who is a New Yorker writer) who will not outsource anything, even retyping, to anyone, because all the research material, interviews and drafts has to go into their subconscious so it can emerge when their creative process spots a pattern or a fact around which to build copy.

      I have observed this dynamic in myself, when I read an article or listen to a news feature and only two days later understand how key that is to something I have been wondering about. It could be just one sentence, word or quote that sparks the insight. If that stuff had not passed through me, neither would the insight.

      Marcia Yudkin
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      • Profile picture of the author Memetics
        You should do all your own research as Marcia says. The more information your unconscious holds the more it can see patterns to work with and guide your prose to something more than the sum of parts.

        Sometimes a client will have an idea they can't articulate which they wish to project. It will strike you as a belief they hold without evidence.

        When you find one ask them "why is that important?" whatever they reply ask the same question, then again. The third time will be their "core belief" use these core beliefs as your locus of function.

        When you write your copy don't think just let it flow and your knowledge of the persuasive process will act as an unconscious architect and create a pattern in your words to beguile the reader.

        That is master copywriting.
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        • Profile picture of the author ewenmack
          There's 2 stages of research.

          One is knowing what to look for.

          Second is knowing what to do with what you've found.

          The project I'm working on now came with the raw research data,
          however the previous copywriter didn't know how to maximize the research findings.

          Within it was the mechanism to achieve the desired result and undeniable proof
          it works backed by University research.

          In this market, nobody has used independent research
          as a starting point, certainly not as credible from a university research professor.

          Undeniable proof is the weak point in most promos,
          so this is new entrant will be taking on big name players.

          Another case, which happened this morning,
          my consulting client is new and is going up against IBM support partners.

          Just one sentence he gave to my question
          uncovered the competitive edge needed to go to market.

          In both cases, I don't see how a researcher could recognize a marketable edge.

          And I certainly wouldn't outsource this.

          Best,
          Ewen
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      • Profile picture of the author Steve Hill
        Originally Posted by marciayudkin View Post

        There are a lot of prominent writers (Calvin Trillin, for example, who is a New Yorker writer) who will not outsource anything, even retyping, to anyone, because all the research material, interviews and drafts has to go into their subconscious so it can emerge when their creative process spots a pattern or a fact around which to build copy.
        That's a good point, and ties in with what Ewen said.

        To clarify my earlier posting - in every case, any additional research was supplemental, not primary. These copywriters were paying out of their own pocket to make sure they left no stone unturned. At the same time, they were deeply involved in their own research.

        They wanted the very best and most complete research, far better than anyone else's. They were looking hard for that edge for their client. If they missed something, they wanted to know about it.

        If something new was found they dug into that too, usually from the source. All the information was going right into their subconscious for the usual processing.

        Their intensity, passion, and extreme attention to project detail definitely earned my respect. It was clear how they got to be among the best.
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        • Profile picture of the author SteadyPath
          From Ewen: "There's 2 stages of research. One is knowing what to look for.
          Second is knowing what to do with what you've found."

          Your words ring true. You can have all the research in the world, but you still must have the capability to assimilate and fine tune that information.
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  • Profile picture of the author rollingse
    I am not nearly as qualified as many of these folks to answer your question, HOWEVER there is a copywriting checklist posted as a "sticky" here in the Copywriting section. It's titled " Use This Checklist Before Asking For A Critique".

    I would think you would want to be able to know everything required in that checklist. It's a lot of work. That was suggested prior to asking for a critique.....I personally am making swipe files of every element and then weeding through them one element at a time.

    If you vets do not agree with this, please say so. It seems like a basic starting point, but I wouldn't want to give bad advice.

    Eric
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  • Profile picture of the author Benjamin Farthing
    I worked as a research assistant for a copywriter for a while.

    It was interesting work. I gathered links to competing products into a spreadsheet, listed successful product titles and headlines, created an ideal prospect, wrote "benefits" of our product and suggested headlines and leads.

    It was a great glimpse into the mind of a successful copywriter. I use those research techniques for my own copywriting today.

    Personally, I'd be interested in someone gathering all that info for me, but I'd still want to go through it myself. I'm with you, Mark - I hate delegating. If you want something done...
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