No matter what type of sales copy you write, be it a full blown sales letter or Classified Ad the process can be broken down into three distinct phases.

They are:

1. Research

2. wRiting

3. Ruthlessly Editing

I call them the ‘three “R’s” of copywriting’… And they are fundamental to the success of every piece of advertising copy you write, from a full blown sales letter, a script for a video, a PPC Ad to a classified Ad.

Many people never bother to master them though, they are either too lazy or simply can’t understand the need to invest time in all three. They often plump for the actual writing without giving credence to the other two… But once you realise how important ALL THREE are to your marketing success you will soon be using them all without a second thought.

… And when you apply them to your sales copy they will have a dramatic effect on your results and, of course, your bottom line.

In this article I’m going to focus on perhaps the most important – the research phase.

To quote world renowned copywriter Michel Fortin:

“researching your market before you put pen to paper or electron to screen is the most important component of good copywriting. Not the headline, not the offer, and not the price.”

“R” Number 1 – The Research Phase Is…

“The make or break of your sales copy” – it really is that crucial.

Research, or rather lack of it, is where most sales copy falls flat on it’s face.

Fact is, most lacklustre sales copy is so not because the writer lacks the skills to write… It’s because he didn’t invest enough time to THOROUGHLY investigate his product, market and competitors… and thorough research is what is going to make your sales copy soar leaps and bounds ahead of your competitors.

But why is thorough research so vital?

Here’s why:

• It will allow you to truly understand your customer… It will tell you who your customer is, how he thinks, what his feelings are, what his wants are, how he talks and what motivates him
• Research will allow you to talk with the honesty of an expert and someone who’s ‘been there’
• You’ll discover every little nuance about your product – how heavy it is, what it feels like as well as looks like. Whether it smells, and if so, is that good or bad? What things it can, and more importantly CANNOT do
• You’ll know all the good points AND what the bad points of your product are – Pointing out in your copy a couple of the bad or not so good points of your product will really boost your credibility and make your customers believe what you say – they will look up to you for this
• Your research will instantly tell you how your product will solve your prospects problem
• From this you’ll immediately know the best approach to your prospect’s wallet – without having to resort to trickery
• You’ll be able to educate and inform your prospect as you write. This will build up his trust in you, in his eyes you’ll become more powerful and important
• You’ll be awarded expert status so people will look to you to solve their immediate and future problems – allowing you to make more sales in the future
• The content, headlines, sub-headlines, USP and ‘angle’ will come from your research, in effect your sales letter will almost write itself

Enough said?

I cannot stress how vitally important this prelude to actually writing your sales copy is. Don’t think you know it all, make the time and do the research then the rewards will flow to you like an incoming tide.

In a later article I’ll discuss different ways to research your product.

Speak to you soon,

Stuart