How much information do you need on what you're promoting before copywriting?

9 replies
After looking through this part of the forum, I was somewhat surprised to learn that copywriting seems close to describing what I've been doing for a living these past few months.

Now, this job I have right now means a lot to me and I really like to do well with it. The truth is I'm pretty content with my lot right now so I'm not looking to get myself promoted, get rich or anything.

However, the thing that has always been bothering me is whether or not I know enough of what I'm writing about. It's always been the thing that's hampering my writing speed. One of the mistakes I'm most afraid of making is writing something and it turns out, I had absolutely no clue as to what I was saying.

So with that said, how much homework should I do?
#copywriting #information #promoting
  • Profile picture of the author travlinguy
    I'll give you the short answer.

    First you need to know your target audience. What makes 'em happy, sad, afraid, proud, nervous, secure and more.

    Then you need to know your product in relation to how it can give your audience what they want. Mainly you put this across with the benefits your product provides. Benefits most often appeal to emotions. That's why it's so important to understand your market and what makes them tick.
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  • Profile picture of the author ASCW
    I typically spend about a week in pure research mode. Where I get hip to the market.
    First I read all the material my client has about what they're selling. If they have a blog I'll read all the posts relevant to the topic at hand (and then some).

    I'll track down and study promotions of similar products, look for similarities among them, even if it's only the language used.
    I'll also find message boards in the niche to see what people talk about, furthermore I'll see if any of these message boards have product review sections - then I'll see why they bought what they did, what they thought of it, objections they have, and get a good snapshot of the mindset of the buyer.

    And while I'm doing this I'll usually ask my client A LOT of questions. Maybe several phone calls spanning hours to make sure I really understand the product, and how the product fits into the whole scheme of things.

    Site being revamped.

    If you want help with copy stuff, pm me.


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  • Profile picture of the author ERPLeadsWriter
    Thanks for the responses guys. I've already done a fairly significant amount of research on what I'm promoting. Also, thanks for confirming about writing with the target clients in mind. One of my fears was if it was right for me to start sounding like the online version of Billy Mays. >_<;;
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  • Profile picture of the author ChrisKahler
    This may be a bit off topic from your original question but it's still important advice for writing effectively and having a good research phase...

    When you're researching do your best to get yourself excited about the product by finding ways it makes the prospect's life wealthier, healthier, or easier in some way.

    While research is about figuring out their frustrations / fears / problems, it's also a time for YOU as the researcher to get YOUR emotional levels up about what you're writing about.

    When your emotional levels are high in regards to how beneficial this product is you will find it much easier to transfer these emotions to writing.

    Now how this answers your question... well you were wondering how to write faster or more effectively and how to do the research, right?

    The more enthusiastic you are about a product, you'll perform more efficiently

    Hope that helped at least a little lol
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    • Profile picture of the author ERPLeadsWriter
      Originally Posted by ChrisKahler View Post

      The more enthusiastic you are about a product, you'll perform more efficiently

      Hope that helped at least a little lol
      I supposed it kinda did. I try to actually make my work more enjoyable by seeing what I can take from my work experience. I've even realized how much the services I'm writing for can actually benefit me in a way.
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  • Profile picture of the author kea55
    I would say a good hour or so worth of research should be just fine.
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  • Profile picture of the author jtunkelo
    It depends to some extent how much time you have to spend on the project overall. Having said that, it's not uncommon for me to use 90% of the time in research and note-taking, and once it all reaches critical mass, I just crank out the ad and optimize it. At that point, it just flows out of you. It's generally a good idea to keep this to yourself lest your client think you're just coasting.. but it's just how this job structures itself, in my experience. Many other experienced copywriters seem to share this experience.

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  • Profile picture of the author uniquecontentclub
    Well, it all depends on how much info the client wants to supply you with. Obviously, the more the better - and they should realize this.
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  • Profile picture of the author appreviewsubmit
    Thanks for the responses guys.
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