How much research do you do before you start writing an ad or sales letter? Probably not enough.
- Research is the foundation of great copy.
- Research tells you who you’re writing to, what they want, what they don’t want, their hopes, fears, problems, and aspirations.
- Research uncovers how your market talks, particularly any kind of slang or market-specific phrases they use.
- Research tells you who your competition is, what kind of claims they’re making, and how you can differentiate yourself.
- Research tells you what the product does, its features, benefits, and advantages over similar products.
- Research provides you with facts and figures you can use to bolster your claims so that your prospect believes you.
- Research does all this and a whole lot more.
It’s been suggested that you should spend twice as much time researching than you do writing, and I think that’s good advice.
The more research you do, the easier the writing is.
But if you decide to take a shortcut by skipping or minimizing the research, chances are you’ll struggle to put words on the page. Worse, you may wind up with a sales letter that simply doesn’t work.
-Ryan M. Healy
P.S. Need an ad or sales letter written? Contact me to discuss. Email at email@example.com or call 720-344-7788.
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