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Are you doing enough research when you write copy? Here’s a checklist…

“Copy is not written. Copy is assembled.”

Those are words from the brilliant Eugene Schwartz, and they ring true.

Good copy doesn’t come out of nowhere. It’s the result of meticulous work, of assembling winning ideas and promises piece-by-piece.

But what are those pieces, exactly? Here are a few of the key ones.

  • Audience information. You’ll want to learn about your audience demographics, psychographics, and more. Keep these learnings at the forefront of your mind as you write.
  • Common objections. If you don’t soothe or address objections in your copy, you risk potential customers disagreeing with your claims—and losing them forever. So put together a list of objections and concerns before you ever write a word on the page.
  • Product details. Before you write, learn the product like the back of your hand. Get to know it better than anyone else. Learn its features and benefits. The more comfortable you are with the product, the more likely you’ll be able to sell it.
  • Testimonials. Nothing sells quite like a positive testimonial from a customer. These are helpful for two reasons: First, you can use them in your copy. Second, because as you read testimonials, you’ll get a good idea of what happy customers are saying about the product. This helps you expand on benefits in their own language.

There’s more to it, of course. We’re just skimming the surface here—and we haven’t even covered the entire list of pieces you’ll need to write good copy.

Want to fill in the gaps when it comes to your customer research?

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