Copywriting Research Process to Write Words That Sell

Copywriting Research Process to Write Words that Sell

Just like a detective

You need a methodical approach to gather information good information about your target audience.

In this guide, we’ll break down the copywriting research process into simple, digestible steps, so you can master the art of crafting words that sell.

Let’s begin. But first,

What is Copywriting All About?

Copywriting is like being a word wizard. It’s all about using words to make people do a happy dance, or at least take a certain action.

Think of it as the art of persuasion in writing.

You’re like a smooth talker but with a keyboard instead of a tongue. Your job is to craft words that convince, charm, and sell.

It’s not just any words; it’s the right words.

You need to know your audience, what they want, what keeps them up at night, and then write the words that speak right to their hearts.

You’re the superhero of slogans, the maestro of marketing messages, and the brain behind those ads that make you smile or take out your wallet.

But here’s the fun part:

You can be witty, clever, and creative.

You get to play with words, bend them to your will, and create messages that leave an impact.

So, in a nutshell, copywriting is the art of using words to make people nod and say, “Yes, I want that!” It’s where language becomes magic, and you’re the magician.

What is Copywriting Research?

Copywriting research is like the secret sauce behind all those ads, websites, and catchy slogans that make you go, “Wow, I need that in my life!”

It’s the Sherlock Holmes of the marketing world. The detective work that turns words into powerful persuaders.

So, what’s it all about?

Well, imagine you’re throwing a surprise party, and you want it to be epic.

You don’t just grab a bunch of random stuff and throw it together.

You plan, right?

Copywriting research is the planning phase of writing – you dig deep to understand your target audience, their desires, and what makes them tick.

Think of it as a quest for golden nuggets of information.

You’re gathering insights, exploring their interests, and finding out their pain points.


Because once you know what keeps them up at night or what gets them excited, you can craft words that hit the bullseye.

But that’s not all.

It’s also about checking out the competition. What are they doing? How can you stand out?

It’s like spying on your party-throwing neighbors to make sure your bash is way cooler.

And what’s the grand finale?

You blend all this data into your writing.

Your words become like magic spells, grabbing people’s attention and making them believe in your product, service, or idea.

Why Copywriting Research is Important

Why is research your trusty sidekick when crafting copy?

Well, picture this:

You’re about to build a burger, and you’ve got all the ingredients. But you’re not sure if your friends like extra cheese, hate pickles, or are secretly vegan.

Without knowing, you might serve up a flop.

Copywriting is a bit like that burger party.

If you don’t research, you’re basically guessing what your audience wants. And let’s be real, guessing in the dark isn’t a recipe for success.

Research, on the other hand, is your magic crystal ball.

It helps you peek into your audience’s minds.

You discover their dreams, problems, and desires.

It’s like having the ultimate cheat code – you know exactly what flavor they’re looking for.

Plus, there’s the competition.

You don’t want to be the boring burger at the barbecue when everyone’s craving a spicy, mouthwatering masterpiece.

By researching what others are up to, you can add your unique twist and stand out in the crowd.

In simple terms, research is your treasure map.

It guides you to the goldmine of ideas and insights that make your copy sizzle. It’s your secret sauce for success in the world of words.

So, if you want your copy to be the life of the party (or the tastiest burger at the barbecue), don’t forget your research.

It’s the difference between a lukewarm response and a standing ovation.

Copywriting Research Process

Ah, the best copywriting research process – the secret recipes for turning words into gold! Think of it like cooking up a delicious dish; you need the right ingredients and a great recipe.

Use the copywriting research process below to turn your words into cash:

  1. Audience Research
  2. Competitor Spy
  3. Problem-Solution Puzzle
  4. Storytelling
  5. Feedback Loop

Remember, it’s not just about having the right ingredients; it’s how you mix them.

Be creative, be engaging, and always be ready to tweak your recipe until you’ve got a winning dish – or in this case, a winning copy!

1. Audience Research

Imagine being a detective, but instead of solving crimes, you’re solving the mystery of what makes your audience tick.

This is where audience investigation comes into play.

The more you know about your audience, the better your sales copy, whether it’s email, ads, or sales letter.

It’s like tailoring a perfect suit – it should fit them like a glove.

What Do They Like?

Understanding your audience’s preferences is essential.

What are their hobbies, interests, and passions?

It’s like discovering that your audience adores Italian cuisine, and you’re the chef preparing their favorite pasta dish.

What Keeps Them Up at Night?

Everyone has their worries, problems, and sleepless nights.

Dive deep to find out what haunts your audience.

Is it financial stress, health concerns, or work-related issues?

Imagine offering them a solution that promises a good night’s sleep.

What Makes Them Tick?

What motivates your audience and what are their goals and aspirations?

Understanding their driving factors is like having the map to their dreams.

You can navigate them towards your product or service by aligning with their desires.

Conduct surveys, study online forums, analyze social media profiles, and even conduct interviews.

The more you immerse yourself in their world, the better you can tailor your message to resonate with them.

2. Competitor Spy

It’s not just about what you bring to the table; it’s also about what your competitors are serving.

Competitor analysis is like peeking into the kitchen of the restaurant next door to see what’s cooking.

You want to know their secret ingredients, their strengths, and their weaknesses.

What Are They Doing?

Study your competitors’ copy, their marketing strategies, and their messaging.

Do they have compelling offers or a unique selling proposition that resonates with the audience?

By understanding what they’re doing, you can identify gaps or opportunities in the market.

How Can You Spice Things Up?

This is where you get to be the creative chef.

Knowing what your competitors are up to helps you find ways to stand out.

You can add your unique flavor to the mix, something that sets you apart.

It’s like introducing a new, exciting dish to a menu that’s been serving the same old recipes.

Competitor analysis often involves scouring their websites, social media profiles, ads, and customer reviews.

The goal is not to copy but to gain insights that you can use to your advantage.

3. Problem-Solution Puzzle

Think of your product or service as the solution to a problem.

People are always looking for solutions.

If your copy shows how you can solve their woes, you’re in business.

Find the Problem

Just like a detective gathers clues to solve a mystery, you need to identify the problems your audience faces.

It could be a lack of time, high expenses, inconvenience, or any other challenge that your product or service can address.

Offer Your Solution

Now, you’re the problem-solving hero.

You present your product or service as the solution.

It’s like a knight in shining armor rescuing the distressed damsel or a superhero swooping in to save the day.

Benefits Over Features

When highlighting your product or service, focus on the benefits it offers, not just the features.

Benefits are like the sweet rewards of solving the problem.

They show how your solution can improve their lives.

The problem-solution puzzle is at the core of persuasive copywriting.

Your audience should see your product as the missing piece that makes their lives better.

4. Storytelling

Stories are like the icing on your copywriting cake.

We all love a good story.

They capture our attention, evoke emotions, and make your message easy to remember.

Why Stories Matter

Stories create a connection.

They engage the audience on an emotional level.

Stories are like the personal anecdotes a chef shares about their culinary journey, making the meal more enjoyable.

Craft Compelling Stories

Use narratives that relate to your product or service.

It could be a customer success story, the story behind your brand, or a tale that shows how your solution can change lives.

Relate to the Audience

Make sure your stories are relatable to your audience.

They should see themselves in the story, facing similar challenges and salivating for the same results.

Storytelling is an art, and it’s a potent tool in your copywriting arsenal.

Engaging stories can turn a bland sales pitch into an enchanting experience.

5. Feedback Loop

Once you’ve served your copy, the journey doesn’t end.

Just like a chef in a bustling kitchen, you need to listen to what your customers have to say.

Did they love it? Was it just ‘meh’?

Use their feedback to keep improving.

To quickly know whether or not your sales copy converts, send traffic to your sales page.

You can have the result you’re looking for in just two days.

Gather Feedback

Encourage customer feedback through surveys, reviews, and social media interactions.

Learn what they liked, what they didn’t, and what could be better.

Analyze Performance

Track the performance of your copy.

Look at metrics like conversion rates, click-through rates, and engagement.

These are like the kitchen scales that tell you how well your dish is received.

Adapt and Optimize

Based on feedback and performance data, make improvements.

Just like a chef tweaking a recipe, you can refine your copy for better results.

This might involve revising your headlines, adjusting your copy, or trying different angles.

The feedback loop is crucial for the ongoing success of your copy. It makes sure that you’re continually fine-tuning your message to better serve your audience.

Do Copywriters have to do Research?

Absolutely, copywriters are like word wizards, but they can’t work their magic without research.

It’s like asking a chef to cook a fabulous meal without knowing the ingredients.

Here’s the deal:

To write words that really hit home, copywriters need to dig deep.

They must understand the audience, their desires, and their problems. It’s like a detective solving a case, and the case is convincing people to take action.

Plus, you can’t whip up a delicious cake without knowing the recipe, right?

Well, in the world of copywriting, research is your recipe.

It helps you find the right words, the right tone, and the right message that speaks to your readers.

But wait, there’s more!

By peeking at what the competition is up to, copywriters can add their own unique flavor to the mix.

It’s like seeing what’s on the menu at the restaurant next door and deciding to serve up something even better.

So, in a nutshell, yes, copywriters absolutely have to do research.

It’s the secret sauce that turns ordinary words into persuasive, irresistible, and mouthwatering copy.

How Long Should Copywriting Research Take?

Ah, the burning question: how long should copywriting research take?

Well, it’s a bit like asking, “How long should you marinate a steak?”

The answer is, that it depends!

The time it takes for copywriting research can vary.

If you’re promoting a brand-new space-age gadget, you might need to dig deep, which can take a while.

On the other hand, if you’re writing about something you know like the back of your hand, it could be quicker.

It’s like preparing a fancy meal versus whipping up a quick sandwich. The fancier the dish, the more time you spend getting it just right.

But here’s the catch:

Don’t rush the research, my friend. You want it to be as tasty as possible.

Think of it like marinating that steak for the perfect flavor.

Give it the time it needs to soak up all those juicy insights about your audience and competition.

So, while there’s no one-size-fits-all answer, remember, good research is the foundation of mouthwatering copy.

Don’t skimp on the time if you want to serve up something truly delectable!

Final Thoughts on Copywriting Research Process

Congratulations, you’ve now uncovered the copywriting research process that can turn your words into sales magnets!

Research is the compass that guides you through the wilderness of words, leading you to the treasure chest of success.

Remember, these processes aren’t isolated tools; they work best when combined.

As you continue on your copywriting journey, keep experimenting, learning, and refining your skills. And always stay curious.

The world of copywriting is ever-evolving, and your ability to adapt and research is your most potent spell.

So, go forth and let your copy shine with the brilliance of research!

When you have this copywriting research process, you’re well on your way to becoming a master of the craft.

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Maku Seun is a freelance copywriter and direct response marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales copy which includes long-form sales letters, email copy, and website copy for their products and services. If you want him to write compelling sales copy for your business, click here.