why do we look for the full story through research?

10 replies
I was watching a youtube video by John Carlton and Kevin Roger. John talks about the importance of using counter intuitive ways to find the full story of the market and go beyond the company line.

My question is what is the real benefit of having the full story when writing persuasive copy? any thoughts?
#full #research #story
  • Profile picture of the author DABK
    Because your prospects may know it, or know parts of it, so you can address concerns and questions that you could not if you did not know the whole story.


    Which puts you ahead of many other copywriters.


    Originally Posted by tacassim View Post

    I was watching a youtube video by John Carlton and Kevin Roger. John talks about the importance of using counter intuitive ways to find the full story of the market and go beyond the company line.

    My question is what is the real benefit of having the full story when writing persuasive copy? any thoughts?
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  • 2 levels of story to considah:

    1) The actschwl IRL status of the people you writin' for.

    2) The viewpoint of the audience.

    Evry biz operates on a slidin' scale from noob/startup to Came With The Ark.

    An evry audience is eithah clueless, clued up, or sumplace inbetween.

    So here's yr XY axis for nailin' the sweet spot.

    All research is directed to (an' defined by) this max potential interacto areah.
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  • Profile picture of the author max5ty
    Originally Posted by tacassim View Post

    I was watching a youtube video by John Carlton and Kevin Roger. John talks about the importance of using counter intuitive ways to find the full story of the market and go beyond the company line.

    My question is what is the real benefit of having the full story when writing persuasive copy? any thoughts?
    When you say "full story of the market" I'm assuming you mean who your customers are and what their thoughts already are about your product (if any)...and what the feelings and climate are in that market that relates to the product?

    You would need to have a full grasp of the above to understand what tone of voice you would want to use...as well as what emotions are related.

    You also need the full story of the product as well as the company offering the product in order to make the full story of the market work to your benefit.

    We all have heard the story of how research helped schlitz beer (which is a good example) sell a lot of product.

    "In preparation for the campaign, he (Hopkins) made a trip to Wisconsin to visit the brewery and learn all he could about the production and brewing process.

    Once there, he saw the 4,000 feet deep wells they drilled to reach the purest water, and was impressed by the glass-enclosed rooms filled with filtered air that kept beer cool and pure. Not to mention the squeaky-clean bottles that were cleaned four times a day to avoid contamination. The attention to detail was insane, but no one outside of the brewery knew about it. Hopkins quickly saw that as an opportunity.

    And then he did something no other beer maker had ever done before.

    He told people about it."


    All the other beers were pretty much using the same process, but Hopkins was the first one (through research) that used it as a selling point.

    Too many times copywriters forget that when they're writing a campaign for a product they need to focus on the "new" aspect of it. People will perk up quicker for news of something new...

    now of course the product doesn't need to be new, but the angle or information you want to portray needs to be new...and that comes from research.

    Schlitz Beer wasn't a new beer, but the angle Hopkins used hadn't been heard of before.

    Only through a lot of research can a good headline be found...good bullet points...openings...angles...etc. It separates good copywriters from the so so run of mill copywriters that write campaigns that go almost nowhere.

    Just my thoughts.
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  • Originally Posted by tacassim View Post

    I was watching a youtube video by John Carlton and Kevin Roger. John talks about the importance of using counter intuitive ways to find the full story of the market and go beyond the company line.

    My question is what is the real benefit of having the full story when writing persuasive copy? any thoughts?
    I just ask the word "Why?" on many levels.

    They bought your thing. Why?
    Because they get this. What does that matter?
    It helps them get this.... "Why do that want that?"
    Because it makes them look cool in front of young girls.

    If you know anything bout the people you are selling. You can find appeals that match appeals for different markets...to expand who you prospect.

    It also gets you to the core reason the people want what you sell. And that real reason may be several layers down from the standard benefit statement.

    For example.

    You sell Hair transplants. Who buys that? After you go down a few layers, it's probably middle aged men who are on the prowl.

    Now you know how to appeal to that deep need. And you can attack it from several directions without being obvious. Now you can get away from selling hair, and start selling instant easy sex appeal.

    although there is nothing wrong with being obvious too.

    That's a guess.
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  • Once upon a time... there was...and is...

    Another reason for the best barnstormer of a story (delving deep into the research and fine tuned to your astonishing product or service).

    Rather than bludgeon your poor prospect with a relentless "pitch."

    A scintillating story can be a easing antidote.

    And it gives credence, authority and belief to your head spinning spiel.


    Steve
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    • Originally Posted by Steve The Copywriter View Post


      Rather than bludgeon your poor prospect with a relentless ditch ...

      Steve
      Switched one lettah here to highlight the perils of bludgnin'.

      Hey, but you on to sumthin'.

      Rather than relentlessly bludgjownin' your poor prospect into a ditch ...

      what might actschlly help 'em?

      Do they exist merely to be recipients of your infinite weaponry prowess?

      Or canya help 'em feed their cat?
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  • Profile picture of the author max5ty
    Lately, in my spare time, I've been working on a couple of projects of my own. Just hobby-type stuff to see if I can make them work.

    So anyways, I have the chrome extension for GPT on my laptop and today I was running a couple of paragraphs I had written through it to see if it could do better. Almost always when I ask it to rewrite something I never use it because it doesn't write like I do. I write more laid back and casual like I'm talking to someone sitting in front of me...GPT writes like a robot with phrases that sound like they're from some spam site, in my opinion. It does give me some ideas though from time to time.

    But anyways, I thought I would check out the forum and see what was happening...my excuse to let my mind wander...

    I saw Princess posted about stories, so just for fun I asked GPT to write me a story about copywriting.

    I won't post the whole story but here's how it started...

    Once upon a time, there was a copywriter named Max. Max had a talent for crafting persuasive messages that captivated his audience. He worked for a prestigious advertising agency that specialized in creating campaigns for high-end luxury brands.

    Of course my name is not Max, but my thing on the WF is max5ty...and I had logged in before I asked GPT to write the story...I thought hmmmmmmm...

    is this GPT extension following me around the internet?

    Now with this and the worldwide pandemics...I may never venture out of my underground bunker again.
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    • Originally Posted by max5ty View Post

      Now with this and the worldwide pandemics...I may never venture out of my underground bunker again.
      Time to level up to an eyrie.

      Similah excloosion deal to the bunkah, butchya can tanya boobies without recourse to artifishl lightin'.

      On a good day, minor deities lowah down the celestial rope an' try to steal your chocklit.

      What an abominable existence!

      Thing is, all research is partial, an' often opens up more questions than it delivahs ansas.

      But that is a way bettah curse than perpetual servitood to the cult of MORON, I guess.

      So I asked them deities why they insist on stealin' my chocklit.

      "Aintchya gaht nuthin' else bettah to do?"

      Seems they ate all theirs.

      As the lead gal explained, "immortality don't guarantee infinite chocolate like they promised. Sure, we got haloes, but we can't go crazy on the candy. So, yanno, sometimes we gotta level down to get our fix."

      "Yeah, but they have sparkly poodles, right?" I said. "Plus propah instructions for naht shrinkin' 'spensive outfitds in the washah?"

      "Turns out we can fix everything but the chocolate," the gals said with a sigh. "Give it another year, and I predict a colossal exodus."

      That is when my copywritin' brain kicked in.

      See bcs the laxative chocklit market needs a whole new brand.

      Nuthin' too sciency soundin' -- jus' the plain trooth of freein' up your goddamn ass.

      So I figure plenty blocked-up Moms, compromised dads, an' constipentreprenoors gonna run with ...

      COLOSSAL EXODUS.

      Ha! Run real good, mebbe.

      Those are my thoughts rn as a matyoore adult.
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  • Profile picture of the author Red Planet
    The complete story can have better attraction as compared to the short and for research purpose you have to have full story ..
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