Importance of Research in Writing Marketing Copy

As an email copywriter connoisseur, research is 80% of my process. This is what people typically think research looks like: - Look at ten customer reviews - Maybe watch a demo video - Glance at past emails and brand guide This is what my copywriting research process looks like: - Analyze thousands of reviews from competitors and the brand I'm working with - Review mine in Reddit and other forums that may provide insight into customer data - Check for existing surveys that the brand may have used - Check for heatmap on existing landing page or website - Watch and rewatch as many demo recordings as possible - Interview the founder, sales team, and marketing team - Audit past email content to see what's performed the best - Cross-analyze best-performing blog content, landing page, and social content - Evaluate the stage of awareness of the audience from best-performing content - Analyze email data based on seasonality and segmentation - Analyze what has the highest CTR for different emails - Identify what copywriting framework to use and why - Analyze brand voice, value props, features, and listed outcomes - Analyze the ICP of the brand and common objections - Analyze the voice of the customer based on data This is just the research part. The actual writing part is a whole nother level. But I take pride in my research process. Because it's exhaustive. And I'm determined to find information and know WHY I'm writing it. It's why health tech and SaaS brands love working with me. They aren't just getting good copywriting from me that sounds good. They are getting deep-researched, data-driven copywriting that is built to convert.

Everyone thinks copywriting is clever hooks and persuasion frameworks. I've found the opposite is true: Once you've done the research, your ads are already 80% written. The market already knows exactly how to sell your product. They're screaming it at you through every review, comment, and Reddit thread. The problem is most marketers are too busy crafting "perfect hooks" to listen. Instead of diving into another copy template, try this: Get obsessive about your product documentation. Not the marketing fluff - the actual technical specs and functionality. Those become your best converting points. Dig into your demographic data and look at actual behavior patterns. Where do people hesitate? What makes them convert? You figure all this out by hanging out where your customers actually talk freely. Look at Reddit threads and Facebook groups where people are having conversations with their peers. That's where you find out what they're actually thinking. Then, track your competitors like a hawk. If you know what to look for, you can find the positioning gaps they're missing. Opportunities are in the questions nobody else is answering. Instead of overfocusing on slick copywriting tactics, learn to let the research write the copy for you.

It probably doesn't matter whether you do customer research or not... ...if all you're going to use it for is to validate the obvious value prop The obvious value prop is the one most people can think of without talking to a single customer. And it's probably the one your competitor is using in their marketing material. You won't get a gold star next to your copy that says "validated by customer research" -- The only way your research moves the needle is if it actually shows up in your copy -- if your copy is actually different Here's two techniques you can use to take it to the next level and stand out: 1) Uncover a non-obvious value prop Here's an example from when I used to market fire protection equipment: The obvious value props were protecting machines and preventing downtime (safety + productivity = save money) After talking to customers, we spotted two less obvious value props: a) Downtime could cause a machine shop to lose a customer, which means we were actually helping them protect revenue (make money!) b) Because we often sold to very busy business owners, we also addressed a psychological pain point ("I have more important things to worry about than the remote possibility of a catastrophic fire") 2) Punch up the obvious value prop with a specific detail Sometimes the obvious value prop IS valid, so you don't have to ditch it entirely Weaving in specific details will build trust by signaling to the customer that you understand their pain points from experience (not just internet research) Here we used "back up and running in as little as 45 minutes" -- which is a specific figure from a customer interview Customer research is a TON of work Don't settle for surface level intel -- keep digging to make sure the time you spend on research really pays off #b2bmarketing #messaging #copywriting

"𝘊𝘢𝘯 𝘺𝘰𝘶 𝘴𝘬𝘪𝘱 𝘵𝘩𝘦 𝘳𝘦𝘴𝘦𝘢𝘳𝘤𝘩 𝘢𝘯𝘥 𝘨𝘪𝘷𝘦 𝘶𝘴 𝘢 𝘥𝘪𝘴𝘤𝘰𝘶𝘯𝘵 𝘰𝘯 𝘵𝘩𝘦 𝘤𝘰𝘱𝘺?" Me: 😳 'Cause here's the thing: This 'cost-saving' strategy will tank your revenue faster than your spotty Wi-Fi the moment you hit ‘Join Meeting’. Copy without research is like: 😵💫 Peanut butter without jelly. 💔 Romeo without Juliet. 🙀 Macaroni without cheese. 🚫 LinkedIn without another post about how to spot AI content (this we could do without) Research (analytics, customer interviews, social media scraping, etc. etc.)isn't one thing... It's everything when we talk about high-converting copy. Here's what actually happens when you write copy without research: 1️⃣ You're shooting in the dark Without customer research, you're basically throwing spaghetti at the wall and hoping something sticks. Except this pasta costs thousands in lost revenue. 2️⃣ You're speaking to everyone (which means no one) Generic messaging = generic results. Your ideal customers scroll right past because nothing resonates specifically with them. 3️⃣ You're guessing at pain points And usually getting them wrong. What you think keeps your customers up at night? Probably not even close to reality. Here's the truth: ✅ Research isn't a cost - it's an investment ✅ It's the difference between "maybe this works" and "this WILL convert" ✅ It's what separates pros from amateurs Think about it: Would you trust a doctor who diagnoses you without an examination and jumps straight to prescribing medicine? Of course not. So why would you trust a copywriter who skips research and jumps straight to writing? The real cost isn't in the research. It's in the revenue you lose from copy that misses the mark. Because here's what research actually gives you: ➡️ Real customer language that resonates ➡️ Actual pain points that drive action ➡️ Objections you need to overcome ➡️ The exact triggers that make people buy No guesswork. No assumptions. Just data-backed decisions that drive results. Want copy that actually converts? Start with research. Or keep throwing that spaghetti. Eventually something may stick. #copywriting #marketing #fitness