Imagine two women, Emily and Beth, both running their own small businesses from home.

Emily, juggling her business and family, decides to hire a conversion copywriter for her new product launch. She picks Stacy, a copywriter known for her thorough research. Stacy takes the time to interview Sarah’s top clients, understanding their language, pain points, and desires. She digs deep into Emily’s brand, ensuring that every word of the copy resonates with Emily’s audience. 

The result? Sarah’s launch is a massive success. Her sales page, emails, and opt-in pages convert like never before, generating significant revenue.

On the other hand, Beth, another busy mom and entrepreneur, hires Amelia, a copywriter who promises quick results.

Amelia skips the research phase, relying on generic templates and assumptions. She doesn’t take the time to understand Beth’s unique audience. 

The outcome? Beth’s launch falls flat. The copy doesn’t connect with her audience, and her sales are almost zero. She’s left frustrated and disappointed, realizing that the quick turnaround wasn’t worth the lack of depth and connection in the copy.

In each situation, both women paid a pretty penny to partner with a copywriter who promised amazing copy and awesome results. 

What made Emily’s launch of her new product so successful?

It was the research!

You see, when you’re on the hunt for a conversion copywriter, there’s one crucial factor that can make or break your marketing success - and that’s the research phase!

A skilled and professional conversion copywriter will dive deep into understanding your target audience, which is absolutely critical for a successful outcome.

Whether it’s your launch of a new product or program, the effectiveness of your website, or your email open and click rates - the research phase is essential for crafting copy that truly resonates and converts into more leads and more sales.

Today, let’s explore why thorough research is a MUST and what red flags to watch out for when choosing a copywriter.

WHY RESEARCH MATTERS

Your Copywriter NEEDS to Know the Language of Your Target Audience!

Every niche has its own lingo and language. A good copywriter will learn the specific language your audience uses. This means getting familiar with the words and phrases that resonate with them, whether it’s technical jargon, industry slang, or emotional triggers. Using the right language builds trust and connection, making your copy more persuasive.

He or She Must Understand Your Business

To write compelling copy, a copywriter must understand the ins and outs of your business. This includes your unique selling points, brand voice, and the specifics of your products or services. Research helps the copywriter convey your message accurately and effectively.

Identifying the Pain Points, Wants, Needs, and Desires Will Create Trust, Connection, and Conversion.

Effective copy speaks directly to the reader’s pain points and desires. By understanding what keeps your audience up at night and what they desire to achieve, a copywriter can craft messages that really resonate, creating an emotional connection that drives conversions.

THE IMPORTANCE OF RESEARCH FOR DIFFERENT TYPES OF COPY

1. Sales Page Copy

• Thorough research enables the copywriter to understand your audience’s objections and write your sales page in a way that addresses them. This leads to higher conversion rates as the copy addresses concerns and highlights the benefits of your product or program effectively.

2. Website Copy

• Your website is often the first touchpoint with potential customers. Research ensures that every page speaks directly to your target audience’s needs and desires, guiding them clearly toward an action.

3. Sales Emails

• Sales emails need to be concise and compel your ideal client to take action. Research increases the likelihood of high engagement and solid click-thru rates. Understanding the audience’s pain points and desires ensures each email will the reader toward your chosen call-to-action.

4. Nurture Emails

• Nurture emails build relationships over time. By understanding what your audience values and needs, a copywriter can write content that keeps them engaged and gradually moves them closer to making a purchase.

5. Launch Copy for Programs and Products

• Launches require a mix of excitement and urgency. Research helps identify the triggers that will drive your audience to act quickly, and knowing your audience's language will compel them to make a quick decision about making a purchase.

6. Opt-In/Landing Pages

• These pages are critical for lead generation. Research ensures the copy is compelling enough to capture visitors’ contact information. Understanding the audience’s motivations and objections allows for persuasive copy that converts.

QUESTIONS TO ASK A CONVERSION COPYWRITER BEFORE WORKING TOGETHER

Before hiring a conversion copywriter, make sure they’re committed to doing thorough research. Here are some questions to ask:

1. Can you describe your research process?

2. How do you gather information about my target audience?

3. Will you conduct interviews with my clients or customers?

4. How do you ensure the copy reflects my brand voice?

5. Can you provide examples from your portfolio of past projects?

WATCH FOR THESE RED FLAGS WHEN CHOOSING A COPYWRITER!

Be cautious of these red flags that may indicate a copywriter isn’t committed to thoroughly doing the research for your project: 

1. Lack of Detailed Questions: If a copywriter doesn’t ask in-depth questions about your business and audience, it’s a sign they might not do the thorough research needed to make your project a success.

2. No Mention of Audience Interviews: If they don’t plan to interview your clients or customers, then they’re not willing to really understand your audience or business.

3. Generic Portfolio Samples: Samples that seem generic or one-size-fits-all indicate a lack of tailored research.

4. Quick Turnaround Promises: Good research takes time. Be wary of copywriters who promise very quick turnarounds without emphasizing the research phase. They might be in it just for the buck!

5. No Strategy Discussion: If they don’t discuss the strategy behind their copy, they might be skipping the research necessary to write effective copy for your business.

Next time you’re looking to partner with a copywriter for your new project, Don’t forget to ask questions! Ask to see some work from their portfolio! Don’t be shy about it. Your success hinges on the research that your copywriter will do for your project.

Need a Conversion Copywriter for your next project?

I offer a 30-minute Complimentary Copy Consultation!  Don’t hesitate to reach out, schedule a time to chat, and discuss whether or not you’re ready to invest in amazing conversion copy for your business.

To Your Success,

Gina, your “Go-to” Expert Conversion Copywriter