Letâs say youâre finally writing that email sequence youâve been putting off for the past few days.
You open the Google Doc and youâre slapped with the empty white page and blinker. Then you quickly google some email templates that might convert but the ones you find arenât just your style, or theyâre too complicated to understand. Groan.
After a few hours, youâve just managed to piece together a few lines that âmake senseâ for you to send to your list. Maybe youâll try again tomorrowâŚ
But you donât go back to it because youâre overwhelmed & confused.
Youâre overwhelmed because youâre diving into writing without doing the important prep-work.
Look, you will not get great-converting copy without doing research. Thatâs why Iâm going to share my methods - and you can use this for virtually any type of copy: emails, landing pages, sales pages, web copy, e.t.c.
Letâs get it startedđđ˝
This is an absolute NON-NEGOTIABLE before you write A WORD on the page.
I didnât know how to do research at first. When I was a fresh copywriter, my writing process went like this:
Many copywriters/marketers skip this stage because:
They think they know everything about their ideal client and assume that that knowledge is enough to convince them to buy
They donât know what messages to find, where to look for their ideal client, or how to conduct simple market research on their audience
Hereâs how to start simple customer research (especially if you have no clients yet):
This isnât a template to create a virtually useless âSaas Samuelâ or âProduct-led Pollyâ customer profile PDF.
When you focus on handling your ICAâs objections, identifying their pain points, and informing them about the value behind your offer, you gain their trust and establish your expertise so theyâre ready to solve that problem.
What you should know about them:
You can find this information in your:
But what if you don't have access to these materials? Or you donât have clients yet? There are plenty of other options under your nose:
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Now that you have some customer research done, you should also ensure that youâre not totally reinventing the wheel. Your competitors might be doing things your target customer doesnât like and you can also address those things in your copy.
What you can take from your competitors:
These are three ways you can integrate your research results into your copy:
Letâs say youâre a copywriter at ClickUp looking for new objections you can address in the FAQ section on the home page.
So you go into the community forums and find that one user complained about how difficult finding a ClickUp workspace tutorial can be. Boom!
If more people ask a similar question or engage in that thread, you could address that in your copy as an FAQ question by directing them to the tutorial library.
You should do research not just to stay ahead of your competition, but your research will make roughly 50-70% of your final draft.
Your customersâ needs, wants, and pain points also evolve over time. If you want to stay relevant, follow up with your audience and ask them what they would like to see from you. You can use those responses in your copy.
So if you're planning a new landing page or email, check your past surveys, social media posts, reviews, and DMs for some âhidden gold.â
đHeya, you can also follow me on LinkedIn for more conversion copywriting, marketing, and freelancing tips.