Copywriting research is essential for producing effective copy that resonates with readers because it allows the writer to work from a well-grounded base, draw conclusions, and craft interesting narratives. Research helps writers develop relevant topics, target audiences accurately, and provide valuable information that adds value to the reader’s experience.
The most common copywriting research techniques include desk research (e.g., searching online resources like articles and blogs), surveys, interviews, focus groups, A/B testing, and other forms of customer feedback.
Desk research is one of the most common and useful copywriting research techniques, as it involves searching online resources such as articles, blogs, and data sets to gain insight into a particular topic. Desk research allows writers to gather key information quickly and accurately, while saving time by limiting the need for manual labor. Additionally, desk research enables writers to stay on top of current trends and developments in the industry.
Surveys are a great way to gather feedback from clients or customers, as they allow researchers to gain an understanding of customer preferences, needs, and expectations. Surveys can be administered online or through physical mailings, depending on the complexity of the research project. Surveys should be written in a clear and concise manner, with accessible language that makes it easy for respondents to answer questions accurately.
Interviewing people is another effective copywriting research technique that helps writers gain an in-depth understanding of their target audience. Interviews can be conducted over the phone or in person, depending on the writer’s preference. During interviews, writers should ask open-ended questions that give interviewees the opportunity to provide insight into their experiences and opinions about a particular topic or product.
Focus groups are another popular copywriting research technique. This involves bringing together a small group of people to discuss a specific issue or topic and to share their opinions. Focus groups are helpful in gaining a better understanding of a target audience, as the group setting can generate more honest feedback than individual interviews.
A/B testing is a copywriting research technique used to identify which version of an article resonates most with readers. In A/B testing, two or more versions of the same article are created and tested to determine which one performs better. This enables writers to identify areas that need improvement, while also gaining a better understanding of their target audience’s preferences.
Other forms of customer feedback
In addition to surveys and interviews, copywriting research can also involve other forms of customer feedback such as reviews and ratings, social media comments, and website analytics. Reviews and ratings provide insight into customer experiences with a product or service, while social media comments allow writers to gain an understanding of how their target audience talks about the topic at hand. Website analytics help writers measure engagement levels on specific pages or articles, allowing them to determine which pages are performing well and which need improvement.
By using a combination of these copywriting research techniques, writers can gain valuable insights into their target audience’s needs, preferences, and expectations. This helps them to create content that is more meaningful for readers and resonates with the intended audience. By taking the time to conduct research before writing, writers can ensure their content is both informative and engaging.