"Copywriting Research Checklist"

5 replies
I was skimming through course notes to refresh myself on previous areas that I've covered so far and came across the topic of research.

This has always been something I was curious about, because it seems (to someone with no experience, of course) to be such a daunting task.

Prospect, benefits, buying trends, currents factors that affect your target market, etc.

So I did a quick google search regarding the subject and came across this checklist and thought I would share: Copywriting research checklist

Nothing new for seasoned writers, but I thought I'd post it for anyone that might be able to use it. I'm sure it can benefit someone. And I'm sure I will pick up more specifics later in the course.

One thing that personally bothers (intrigues) me, is how do folks manage to do proper research when required to write copy for a promotion outside their comfort zone and on a short deadline. Granted, a lot of people specialize - but others are rather versatile.


-Mike
#checklist #copywriting #research
  • Profile picture of the author RickDuris
    Originally Posted by Mike Schwenk View Post

    One thing that personally bothers (intrigues) me, is how do folks manage to do proper research when required to write copy for a promotion outside their comfort zone and on a short deadline. Granted, a lot of people specialize - but others are rather versatile. -Mike
    Hi Mike,

    Look at it this way: Imagine you were going to take a quick trip to a foreign country where you didn't know the language.

    But you couldn't use English.

    How would you navigate your way through in such short order?

    That's the mindset.

    ---------------------------

    Let me give you two big clues:

    Clue #1: Immersion. Submersion. Total. Complete. Be willing to make incredibly stupid mistakes.

    While under, you write the copy. It will have enormous integrity.

    And when you surface, you'll be amazed at what you've been able to assimilate in such a short period time.

    --------------------------------

    Clue #2: Get insanely curious about the market, the product, and anything else related.

    Now, this second clue will take some getting used to.

    So let me give you an exercise to sort of mentally limber you up a bit. You may laugh but it works--I guarantee.

    Go to your local magazine stand. They have hundreds of magazines, yes?

    Now pick one magazine. Buy it. Read it cover-to-cover. I mean REALLY read it. Soak it up. And then write an article or share with a friend what you learned.

    Here's the catch:

    The magazine MUST (no equivocation or hesitation) be about a subject matter you would NEVER in a million years be interested in. The zanier, the wackier, the 180-degree opposed, the better.

    It doesn't matter what the subject matter is, as long as you would never have ANY interest in it.

    These two "clues" will warp your (copywriting) brain (in good ways).

    ------------------------------

    For instance, I recently had to write a piece on auto detailing. Cleaning cars impeccably. Oh man, talk about their passion! These folks are cleaning cars with Q-tip swabs and alcohol! Sheesh.

    I also had to write a piece inspiring local girls to enter a beauty pageant. Imagine if you're a guy writing a special report on how to win a beauty pageant. But the promoter was impressed with the result.

    Normally, I would never have any interest, but once you see the passion and enthusiasm these business owners have for their business... for their market... for their customers... it's very hard for me personally to resist helping them.

    You just need to learn their language--it's all "in code"-- and you have to learn it fast.

    - Rick Duris


    Signature
    {{ DiscussionBoard.errors[2244526].message }}
    • Profile picture of the author Mike Schwenk
      Rick,

      Thank you for your reply.

      I've heard something similar with the magazine trick before, but that was in regarding to finding a new niche. In any case, I think it's a good idea and thanks for reminding me.

      As far as the first tip - Do you mean to just write what seems natural as you do your initial research? I assume so, given that you say not to "be afraid to make stupid mistakes".

      Thanks again!

      -Mike
      {{ DiscussionBoard.errors[2246104].message }}
      • Profile picture of the author RickDuris
        Originally Posted by Mike Schwenk View Post

        As far as the first tip - Do you mean to just write what seems natural as you do your initial research? I assume so, given that you say not to "be afraid to make stupid mistakes".

        Thanks again!

        -Mike
        Yes, I am.

        I would say to overwrite. Come up with enough material for two or three letters. And let your inspiration guide you.


        For instance, let's say your doing a sales letter on healing bladder infections.


        You could approach it as a special report and get all technical. You'd do this because people would be looking for information and want to know if your information is credible.


        Or you could approach it as a human interest story/sales letter, written in the first person. Find someone who's suffered with this malady and pick their brain and write a letter about from their point of view.


        Or there could be a special serious of email auto responders where you guide people to the conclusion that they need more information and you share it a bit at a time.


        There's lots of different ways. And I haven't even got started on the different mediums of communication like video and podcasts. Imagine a radio talk show format where they discuss the topic. Or an infomercial format.


        All I am saying at this point is to immerse yourself in the language of whatever it is you are selling and as good as you can about it.


        - Rick Duris


        PS: I know you're just getting started out as a copywriter, but I would commit to memory that template you discovered. It's good and when you get an assignment, you don't want to be thinking about the fundamentals. You want to be focused on the product or service and learning all you can. And finding the best way to position and deliver.
        Signature
        {{ DiscussionBoard.errors[2246281].message }}
  • Profile picture of the author saleswriter101
    Originally Posted by Mike Schwenk;2244346 I [...

    came across this checklist and thought I would share: Copywriting research checklist
    -Mike
    Thanks for posting that Mike!

    Here are 3 more articles from the same site indispensable to the new copywriter, I'd say...

    8 rules for setting your freelance copywriting fees
    Are you making this career-killing freelance mistake?
    Translating freelance "Client Speak" into plain English


    - Scott
    Signature

    Easiest Way to BOOST Your Sales?
    Pump Up Your Ad's PERSUASIVE POWER with a COPY CRITIQUE!

    82% Off for Warrior Forum Members. (Reg. $97. WF members: $17.)
    You get a FREE CUSTOM SAMPLE first. Testimonial and details here...

    {{ DiscussionBoard.errors[2246596].message }}
  • Profile picture of the author MillionDollarCopy
    Hey Mike,

    Rick is right on point. Total immersion and submersion is part of the fun of writing copy! Even if you're on a really tight timeline, the amount of information that is so easily accessible is mind-numbing. It's really just a task of being resourceful

    You do have to be willing to make mistakes, though -like, facepalm mistakes But look at it this way- once you've written and completed successful copy for a market, it's "in there"...and you can write for that market again and again. Hell, after you've written copy for a while in a variety of markets, you can hold a conversation with substance with just about anyone!

    Networking can also play a big part here, because the more people you know, the better chances you have of knowing someone that knows (at least a little) about a market you have to get to know. Again, resourcefulness is the name of the game here!
    Signature
    MillionDollarCopy.com
    {{ DiscussionBoard.errors[2248268].message }}

Trending Topics