Are you struggling to create compelling copy that resonates with your target audience? The secret lies in mastering research in copywriting.
But how exactly do you conduct research that transforms your writing from mediocre to magnificent?
Research in Copywriting: The Foundation of Compelling Copywriting
Research in copywriting is the systematic process of gathering, analyzing, and implementing relevant information to create persuasive, accurate, and engaging content that speaks directly to your target audience.
It involves understanding your audience’s needs, pain points, preferences, and behaviors, as well as studying your competitors, industry trends, and product features to craft messages that drive action.
Why Research in Copywriting Makes or Breaks Your Success
Your success as a copywriter or business owner hinges on how well you understand your audience and subject matter. Without proper research, your copy risks falling flat, missing the mark, or worse – losing credibility with your readers.
Strong research in copywriting helps you develop a deep understanding of your audience’s psychology. This allows you to craft messages that resonate on an emotional level.
Knowing what makes your readers tick allows you to more effectively address their specific pain points and desires.
- Increases conversion rates through targeted messaging
- Enhances credibility and authority
- Improves engagement and reader trust
- Creates more persuasive and compelling arguments
- Reduces revision cycles and client feedback
- Ensures accuracy and relevance of content
- Helps identify unique selling propositions
- Facilitates better storytelling and examples
The difference between average and exceptional copy often comes down to the depth and quality of research conducted before writing begins.
By investing time in thorough research, you position yourself to create content that not only achieves its goals but also stands out.
20 Essential Best Practices for Research in Copywriting
Here are the top ways to conduct effective research in copywriting to help you improve online sales.
1. Define Your Target Audience
Understanding who you’re writing for is the cornerstone of effective copywriting research. Your target audience determines everything from your tone of voice to the examples you use and the pain points you address.
This step is crucial because it prevents you from writing generic copy that tries to appeal to everyone but ends up resonating with no one.
How to define your target audience:
- Create detailed buyer personas
- Analyze demographic data
- Study psychographic information
- Review existing customer feedback
- Conduct surveys and interviews
- Examine social media interactions
- Analyze website analytics
Example: If you’re writing copy for a luxury skincare brand targeting professional women aged 35-50, you’d research their specific skincare concerns, daily routines, price sensitivity, and preferred shopping channels to craft messages that address their unique needs and aspirations.
2. Conduct Competitor Analysis
Competitor analysis involves studying how other businesses in your space communicate with their audience, what messaging strategies they use, and where opportunities exist to differentiate your copy.
Understanding your competition helps you identify gaps in messaging, avoid redundant approaches, and develop unique angles that set your copy apart. This knowledge is invaluable for creating content that stands out in crowded markets.
Steps for effective competitor analysis:
- Identify direct and indirect competitors
- Analyze their website copy and content
- Study their social media presence
- Review their advertising materials
- Examine their unique selling propositions
- Track their content strategy
- Note their tone and voice
Example: For a new fitness app, you might analyze competitors’ landing pages, noting how they position their features, what benefits they emphasize, and what pain points they address. You could then identify underserved benefits or unique angles to highlight in your copy.
3. Analyze Customer Reviews and Feedback
Customer reviews and feedback provide unfiltered insights into what real users think, feel, and say about products or services similar to what you’re writing about.
This goldmine of information reveals actual customer language, pain points, and desired benefits.
Mining customer feedback is essential for research in copywriting because it helps you understand the emotional triggers and specific features that matter most to your audience.
This authentic voice becomes the foundation for creating copy that genuinely resonates.
How to analyze customer feedback effectively:
- Collect reviews from multiple platforms (Amazon, Google, social media)
- Look for recurring themes and pain points
- Note specific language and phrases customers use
- Identify common objections and concerns
- Track positive experiences and benefits mentioned
- Document feature requests and suggestions
- Analyze sentiment patterns
Example: When writing copy for a project management tool, you might discover through review analysis that users frequently praise “intuitive interface” but complain about “steep learning curve.” This insight helps you address the learning curve concern proactively in your copy while emphasizing the intuitive aspects of your solution.
4. Study Your Product or Service In-Depth
A thorough understanding of what you’re writing about is crucial for creating accurate, persuasive copy that builds trust with your audience.
This means going beyond surface-level features to understand the true value proposition.
Deep product knowledge allows you to translate complex features into clear benefits and address potential objections before they arise. This foundation is essential for research in copywriting that converts.
Steps for comprehensive product research:
- Read all available product documentation
- Interview product developers or service providers
- Test the product or service personally
- Document unique features and specifications
- Research the development process
- Understand the problem it solves
- Compare with similar solutions
Example: For a new skincare product, you would study the ingredients, understand the science behind them, test the product, and interview the formulators to write copy that accurately conveys both technical benefits and user experience.
5. Gather Social Proof
Social proof is evidence that others have used and benefited from the product or service you’re writing about. This includes testimonials, case studies, reviews, and user-generated content.
In research in copywriting, social proof is crucial because it builds credibility and trust with your audience. People are more likely to take action when they see others have successfully done so before them.
How to collect effective social proof:
- Request testimonials from satisfied customers
- Document case study results
- Monitor social media mentions
- Collect industry awards and recognition
- Track media coverage
- Gather expert endorsements
- Record usage statistics
Example: When writing for a fitness program, you might compile before-and-after stories, track success metrics from participants, and gather expert endorsements from fitness professionals to create compelling proof points.
6. Research Keywords and SEO Opportunities
Keyword research helps you understand what terms your target audience uses when searching for solutions like yours. This ensures your copy reaches the right people at the right time.
This aspect of research in copywriting is vital because it helps your content get found in search engines while maintaining natural, engaging language that resonates with readers.
Steps for effective keyword research:
- Use keyword research tools
- Analyze search intent
- Identify long-tail keyword opportunities
- Study competitor keyword usage
- Check keyword difficulty scores
- Monitor trending topics
- Map keywords to content sections
Example: For a blog post about home organization, you might discover that “small space storage solutions” has better search potential than “organizing tiny homes,” and adjust your copy accordingly while maintaining natural readability.
7. Map the Customer Journey
Understanding the customer journey helps you create copy that matches your audience’s needs at each stage of their decision-making process, from awareness to purchase.
This strategic approach to research in copywriting ensures your content addresses the right concerns and provides appropriate information at each touchpoint.
How to map the customer journey:
- Identify all touchpoints
- Document customer questions at each stage
- Track common objections
- Note decision factors
- Map content types to journey stages
- Analyze conversion points
- Monitor drop-off points
Example: For an email marketing campaign, you would create different messages for new subscribers (awareness) versus those who’ve attended a demo (consideration), adjusting the copy accordingly.
8. Investigate Industry Trends
Staying current with industry trends ensures your copy remains relevant and positions your offering within the larger market context.
Understanding trends is crucial for research in copywriting because it helps you speak to current concerns and anticipate future needs, making your copy more timely and valuable.
Steps for tracking industry trends:
- Follow industry publications
- Monitor social media conversations
- Attend industry events
- Read market research reports
- Track competitor innovations
- Study economic indicators
- Analyze emerging technologies
Example: When writing copy for a remote work tool, you might reference current hybrid work trends and address specific challenges that emerged from recent workplace changes.
9. Analyze Voice of Customer Data
Voice of Customer (VoC) data captures the exact words and phrases your audience uses to describe their problems, needs, and desired solutions.
This research in copywriting technique is invaluable because it helps you mirror your audience’s language, making your copy more relatable and persuasive.
How to collect VoC data:
- Conduct customer interviews
- Review support tickets
- Analyze chat logs
- Study forum discussions
- Monitor social media conversations
- Record sales call notes
- Review survey responses
Example: If you’re writing copy for a project management tool, you might discover through VoC research that customers frequently use phrases like “keeping everyone on the same page” and incorporate this exact language into your headlines.
10. Study Purchase Behavior
Understanding how and why people make purchasing decisions in your category helps you craft copy that addresses key decision factors.
This aspect of research in copywriting is crucial because it helps you position your offering effectively and overcome common purchase barriers.
Steps to analyze purchase behavior:
- Review sales data
- Track seasonal patterns
- Study price sensitivity
- Analyze abandonment reasons
- Monitor purchase frequency
- Document comparison factors
- Research decision timelines
Example: For an e-commerce platform, you might discover that security concerns are a major purchase barrier and adjust your copy to emphasize security features and trust signals.
11. Perform Content Gap Analysis
Content gap analysis involves identifying topics, questions, and information needs that aren’t being adequately addressed in your market.
This research reveals opportunities to provide unique value through your copy.
This strategic approach to research in copywriting helps you create content that fills specific needs in the market, making your copy more valuable and relevant to your target audience.
How to conduct content gap analysis:
- Audit existing content in your market
- List common customer questions
- Identify underserved topics
- Review competitor content
- Analyze search query data
- Document missing information
- Map content opportunities
Example: If you’re writing for a personal finance app, you might discover that while competitors focus on budgeting tips, there’s little content about emotional spending habits, creating an opportunity for unique, valuable content.
12. Research Pain Points and Motivations
Understanding both the surface-level problems and deeper emotional motivations of your audience is crucial for creating compelling copy that drives action.
This fundamental aspect of research in copywriting enables you to create emotional connections while addressing practical needs, making your copy more persuasive and relatable.
Steps to research pain points and motivations:
- Conduct problem-focused interviews
- Create pain point hierarchies
- Map emotional triggers
- Document aspirational goals
- Analyze purchase motivations
- Study decision barriers
- Track solution preferences
Example: For a productivity app, your research might reveal that while users say they want “better time management,” their deeper motivation is “feeling in control of their life,” which becomes a key theme in your copy.
13. Analyze Success Stories and Case Studies
Studying successful outcomes helps you understand the real-world impact of products or services, providing concrete examples and proof points for your copy.
This element of research in copywriting is vital because it helps you demonstrate value through specific, relatable examples rather than general claims.
How to analyze success stories:
- Collect detailed case studies
- Document measurable results
- Identify common success patterns
- Track implementation methods
- Note timeframes for results
- Gather quotable feedback
- Compare different use cases
Example: When writing for a marketing automation tool, you might compile case studies showing how different businesses achieved specific ROI improvements, using these details to create compelling proof points.
14. Study Language Patterns and Tone
Understanding the language patterns and tone that resonate with your audience helps you create copy that feels natural and relevant to them.
This aspect of research in copywriting ensures your message not only reaches your audience but also connects with them on a cultural and emotional level.
Steps for language pattern research:
- Analyze industry publications
- Study successful competitors
- Review social media conversations
- Document common phrases
- Track jargon usage
- Monitor tone preferences
- Note cultural references
Example: For a tech startup targeting Gen Z entrepreneurs, you might discover they prefer casual, emoji-friendly language with pop culture references, influencing your copywriting style.
15. Research Visual Content Integration
Understanding how to effectively combine copy with visual elements ensures your message is reinforced through multiple channels.
This component of research in copywriting helps create more engaging and memorable content that appeals to different learning styles and preferences.
How to research visual integration:
- Study successful visual-copy combinations
- Analyze image effectiveness
- Review infographic styles
- Document video script patterns
- Track visual engagement metrics
- Test different formats
- Monitor design trends
Example: For an email marketing campaign, you might discover that product images with annotated benefits outperform standard product shots, influencing how you structure your copy around visuals.
16. Investigate Decision-Making Factors
Understanding the specific factors that influence purchase decisions in your market helps you address key concerns and motivations in your copy.
This crucial aspect of research in copywriting enables you to create content that directly addresses the most important factors in your audience’s decision-making process.
Steps to research decision factors:
- Survey recent customers
- Analyze purchase data
- Study comparison criteria
- Document common objections
- Track influence factors
- Monitor price sensitivity
- Review decision timelines
Example: For a SaaS product, your research might reveal that integration capabilities are the top decision factor, leading you to emphasize compatibility in your copy.
17. Study Seasonal and Timing Patterns
Understanding when and why your audience is most receptive to different messages helps you optimize your copy’s timing and context.
This strategic element of research in copywriting ensures your message reaches people at the most impactful moments.
How to research timing patterns:
- Analyze seasonal trends
- Track purchase cycles
- Document industry events
- Study content engagement times
- Monitor search patterns
- Review campaign timing
- Note audience availability
Example: For a fitness product, you might discover that motivation peaks not just in January but also in September, influencing your copy’s timing and themes.
18. Research Platform-Specific Requirements
Understanding how different platforms and channels affect copy performance helps you optimize your message for each medium.
This technical aspect of research in copywriting ensures your content performs effectively across all distribution channels.
Steps for platform research:
- Study platform guidelines
- Analyze successful content
- Track engagement patterns
- Document length requirements
- Monitor format preferences
- Test different approaches
- Review performance metrics
Example: When writing social media copy, you might discover that Instagram posts with questions get 450% more engagement, influencing how you structure your content.
19. Analyze Conversion Patterns
Understanding what drives conversions helps you create copy that effectively guides readers toward desired actions.
This critical component of research in copywriting helps you optimize your content for maximum impact on business results.
How to research conversion patterns:
- Study successful CTAs
- Track click-through rates
- Analyze form completions
- Document abandonment points
- Monitor user paths
- Test different approaches
- Review success metrics
Example: For an e-commerce site, your research might show that shipping cost concerns cause 68% of cart abandonment, leading you to address shipping early in your copy.
20. Research Legal and Compliance Requirements
Understanding regulatory requirements and industry standards ensures your copy is both effective and compliant.
This essential aspect of research in copywriting protects your content while maintaining its persuasive power.
Steps for compliance research:
- Review industry regulations
- Study compliance guidelines
- Track required disclaimers
- Document restricted claims
- Monitor competitor compliance
- Verify source requirements
- Check update requirements
Example: When writing for a financial product, you would research specific disclaimer requirements and incorporate them naturally into your copy while maintaining persuasive impact.
Frequently Asked Questions About Research in Copywriting
Q: How long should I spend on research before writing?
A: Typically, allocate 30-40% of your total project time to research. For a complex project, this might mean spending several days gathering and analyzing information before writing.
Q: What are the most reliable sources for copywriting research?
A: Primary sources like customer interviews, surveys, and sales data are most valuable. Secondary sources include industry reports, academic studies, and competitor analysis.
Q: How do I organize my research findings?
A: Use digital tools like Evernote or Notion to create organized folders for different aspects of your research. Categories might include audience insights, competitor analysis, product features, and testimonials.
Q: Can I use the same research for multiple projects?
A: While some foundational research can be reused, each project requires specific research to address its unique goals and audience needs.
Q: How do I know when I’ve done enough research?
A: You’ve done enough research when you can confidently answer key questions about your audience, product, and market, and when you start seeing the same information repeated across different sources.
Your Path to Copywriting Excellence Starts Here
Mastering research in copywriting is your key to creating content that consistently delivers results. By following these best practices and dedicating time to thorough research, you’ll develop the insights needed to craft compelling copy that resonates with your audience and achieves your marketing goals.
Need help implementing these research strategies in your copywriting projects? Don’t hesitate to reach out for personalized guidance and support.
Contact me today to help you craft a well-researched copy for your business.