The wrong research process will mess up your copy
Even before you write a word.
Faulty research means terrible conversions...
Waste of time… And waste of money.
You don't want this.
Use this 7-step framework to research and create an effective marketing copy 👇
Even before you write a word.
Faulty research means terrible conversions...
Waste of time… And waste of money.
You don't want this.
Use this 7-step framework to research and create an effective marketing copy 👇
Step 1: Dine with the audience
Don't start writing immediately you get a product.
Grave mistake!
You don't know how the audience feels…
The major problem they’re facing…
And how you can come into their lives with the right message.
So...
Don't start writing immediately you get a product.
Grave mistake!
You don't know how the audience feels…
The major problem they’re facing…
And how you can come into their lives with the right message.
So...
Head over to where your audience hangs out.
This could be online forums…
Just type “niche or problem + forum” in Google.
E.g Vaginismus + forum
This could be online forums…
Just type “niche or problem + forum” in Google.
E.g Vaginismus + forum
You'll find support groups where people discuss symptoms and problems…
And other solutions they've tried.
Create an avatar for yourself and enter the conversation.
You can also do this on various other platforms like Facebook, Reddit, Quora…
And other solutions they've tried.
Create an avatar for yourself and enter the conversation.
You can also do this on various other platforms like Facebook, Reddit, Quora…
Find groups your audience hang out.
Find out questions they ask.
Watch popular videos in the niche and read their comments…
You'll be able to see…
Find out questions they ask.
Watch popular videos in the niche and read their comments…
You'll be able to see…
▪️The major problem they're facing.
▪️How they've been trying to solve it.
▪️The strongest emotions attached to that problem.
▪️Situations they've been through due to this problem.
▪️How they've been trying to solve it.
▪️The strongest emotions attached to that problem.
▪️Situations they've been through due to this problem.
Step 2: Ask the right questions
Let me tell you…
It's easy to get lost going through various resources online and offline.
A lot of questions will pop in your head.
But...
Not all questions are relevant to your product or the campaign you’re running.
Let me tell you…
It's easy to get lost going through various resources online and offline.
A lot of questions will pop in your head.
But...
Not all questions are relevant to your product or the campaign you’re running.
The more wrong questions you ask….
The more wrong answers you get.
And you don't want your readers to say
“This isn't for me” or
“This is so boring.”
The more wrong answers you get.
And you don't want your readers to say
“This isn't for me” or
“This is so boring.”
Questions you ask in your research:
▪️Must have an intention.
▪️Must relate to the audience.
▪️Must relate to your product.
Asking random questions means you'll spend a lot of time on research and never write.
▪️Must have an intention.
▪️Must relate to the audience.
▪️Must relate to your product.
Asking random questions means you'll spend a lot of time on research and never write.
Let's take an example:
You’re trying to write a copy to sell your weight loss supplement...
And you ask “how many fat women are in the world?”
Why do you need this?
Why does the audience want to know how many more of them exist?
Ask the right questions.
You’re trying to write a copy to sell your weight loss supplement...
And you ask “how many fat women are in the world?”
Why do you need this?
Why does the audience want to know how many more of them exist?
Ask the right questions.
Step 3: Understand the product
No matter how much you dig into the audience…
If you don't understand the product…
You would never be able to communicate its effectiveness to them.
No matter how much you dig into the audience…
If you don't understand the product…
You would never be able to communicate its effectiveness to them.
You must know more than anyone else about the product you’re trying to sell.
Speak to the business owner.
Speak to the people who developed it.
Read up on the parts of the product.
What is everything meant for?
How does it work?
And how does it solve a problem in the market?
Speak to the people who developed it.
Read up on the parts of the product.
What is everything meant for?
How does it work?
And how does it solve a problem in the market?
This is the only way you'll be able to break down its benefits to readers who are not as knowledgeable as you on the subject.
You enter the conversation already happening in their minds…
And convince them that you're their best and only option.
You enter the conversation already happening in their minds…
And convince them that you're their best and only option.
Step 4: Study the market
How would you know that 52% of diabetic women died in the past year if you don't enter the market to see what's happening?
Studying the market is the only way to know what angles your competitors are using to sell their products.
How would you know that 52% of diabetic women died in the past year if you don't enter the market to see what's happening?
Studying the market is the only way to know what angles your competitors are using to sell their products.
Not so you can swipe them…
But so you can create a new trend that will beat theirs.
But so you can create a new trend that will beat theirs.
Researching your audience and product are important…
So is studying the new occurrences and changes in the market.
It will help you come up with a brilliant big idea.
And position your offer to be unique and superior to others.
So is studying the new occurrences and changes in the market.
It will help you come up with a brilliant big idea.
And position your offer to be unique and superior to others.
Step 5: Find your big idea
What's a big idea?
Your unique mechanism + big promise + killer offer.
Your copy shouldn't sell your product.
It should connect to your audience and sell them this big idea.
What's a big idea?
Your unique mechanism + big promise + killer offer.
Your copy shouldn't sell your product.
It should connect to your audience and sell them this big idea.
Your big idea may not come immediately you start researching.
But as you gather data from the market, product, and audience...
You get your big idea.
I wrote a short guide here on how to find a big idea for your marketing campaign:
But as you gather data from the market, product, and audience...
You get your big idea.
I wrote a short guide here on how to find a big idea for your marketing campaign:
https://twitter.com/jakevictor_/status/1431135772174917633
Step 6: Gather and organize research data
It's one thing to do your research…
And it's another to know how to use the data from your research.
First…
Group the data into things like - Problems, Hopes and Dreams, Experiences, Tried solutions...
It's one thing to do your research…
And it's another to know how to use the data from your research.
First…
Group the data into things like - Problems, Hopes and Dreams, Experiences, Tried solutions...
By doing this...
You’re organized.
No longer overwhelmed with the data you've gathered.
You know where each piece falls when you start writing.
And you can create the framework even before you write a word.
You’re organized.
No longer overwhelmed with the data you've gathered.
You know where each piece falls when you start writing.
And you can create the framework even before you write a word.
Now...
List all the objections your customers may have…
And answer them.
List all the objections your customers may have…
And answer them.
Step 7: Write
Create your headlines…
Make your subheadings…
And plug in the copy using information derived from your just-concluded research.
Create your headlines…
Make your subheadings…
And plug in the copy using information derived from your just-concluded research.
After your research…
You must know
▪️The main problem
▪️The cause of the problem
▪️How the audience feels about it
▪️How they want to feel
▪️How your product deals with this problem
▪️The most persuasive angle to sell the idea to them
You must know
▪️The main problem
▪️The cause of the problem
▪️How the audience feels about it
▪️How they want to feel
▪️How your product deals with this problem
▪️The most persuasive angle to sell the idea to them
That's how to handle research before writing your copy.
Remember not to skip this process.
If you fail at this…
Your copy fails. No conversions. Wasted money.
Thank you for reading.
Remember not to skip this process.
If you fail at this…
Your copy fails. No conversions. Wasted money.
Thank you for reading.
Next week…
We're going to look at headlines.
Would you like to learn how to come up with mind-grabbing headlines for your copy?
Did you enjoy this thread?
Retweet the first tweet to vote YES YES YES! 👇
We're going to look at headlines.
Would you like to learn how to come up with mind-grabbing headlines for your copy?
Did you enjoy this thread?
Retweet the first tweet to vote YES YES YES! 👇
https://twitter.com/jakevictor_/status/1464258492747943945
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