Mastering Copywriting: Essential Research Before You Write a Single Word
In the world of copywriting, words are powerful. But the effectiveness of any copy doesn’t start with writing — it starts with research. Good copy can only sell when it resonates with the right audience, showcases a clear value, and addresses real needs. Here are five essentials every copywriter should know before putting pen to paper (or fingers to keyboard).
1. Know Who You’re Selling To
Understanding your audience is the cornerstone of impactful copywriting. Whether you’re writing for a high-energy startup or a well-established corporation, you need to know exactly who you’re talking to. Identify their demographics, interests, values, and pain points.
This information doesn’t just help you craft a message that resonates — it also informs tone and language choices. The more you know about your target audience, the better you can align your copy with their needs and motivations.
2. Define What You’re Selling
Clarity about the product or service is a must. Are you promoting a new app, a health product, or a luxury service? Knowing the details, functionalities, and key benefits of what you’re selling will ensure that your copy is accurate and compelling. This clarity helps you craft a message that’s not only enticing but also precise.
For example, a SaaS product may appeal to clients seeking efficient solutions, while a luxury brand appeals to exclusivity. Each detail shapes the copy, helping you focus on selling points that matter most to prospective customers.
3. Understand How It Works
This step is especially important for complex or technical products. You can’t convince someone to buy what they don’t understand. A solid grasp of how a product or service works allows you to simplify complex ideas and break down technical jargon into everyday language that customers will understand. Whether it’s explaining features or guiding users through a process, your job as a copywriter is to make the unfamiliar feel accessible.
4. Highlight What Makes It Different
This one’s a tale as old as time. In any industry, competition is inevitable. Your job as a copywriter is to spotlight what makes your product or service unique. Perhaps it’s a cutting-edge feature, an exclusive process, or a standout benefit that competitors don’t offer. By focusing on what differentiates your offering, you give your readers a reason to choose it over the alternatives. Emphasize these unique selling points in your copy to create a stronger, more persuasive message.
5. Explain Why People Should Care
This is the most important question to answer: WIIM aka What’s in it for me? People buy solutions to problems, not products. Connect the benefits of what you’re selling to the needs and desires of your audience. Will it save them time? Make their lives easier? Understanding the true impact of your product on your customer’s life will help you create copy that resonates deeply and prompts action.
Research as the Foundation of Copywriting Success
Thorough research isn’t just a preliminary step — it’s the foundation of effective copywriting. By knowing who you’re writing for, understanding what you’re selling, and pinpointing why it matters, you’re able to craft copy that is not only persuasive but also genuinely valuable. In today’s competitive landscape, this approach is essential for creating copy that doesn’t just reach people but moves them to take action.
Good copy begins with the right questions. Don’t write a single word until you have the answers to these questions.
