Ever wondered how a copywriter does it?
Day after day, they sit in front of their computers writing amazing copy that compels even the most hardened cynic into buying products and services they didn’t realise they needed.
They must be truly inspiring individuals, creative geniuses, magical wordsmiths…or they could just be great researchers.
That’s burst the bubble, hasn’t it?
True, they are great writers, but their constant stream of inspiration doesn’t float down from the ether to them. They have to work at their art and that means researching.
Research, a copywriters’ best friend
Contrary to popular belief, when you send a brief to a copywriter, the first she doesn’t do is write.
Before any creativity can occur, your copywriter has to do some leg-work – i.e. research – and lots of it.
If you were commissioned to create a wedding cake, you wouldn’t just grab the deposit and start baking. No, you would sit down with your client and ask questions so you fully understood what they wanted, what their colour scheme was, whether they wanted plain sponge, chocolate or fruit cake…
In the same way, your copywriter has to research:
- You – to discover precisely what you want to achieve
- Your company – so they understand your ethos, brand and voice
- Your customers – after all, if they don’t know who they are writing to, how will they know what to say?
- Your product/service – they have to understand every aspect of it to discover its main benefits
- Your competition – they need to know what else is out there and what makes your product/service different
Only once they have done all that, can they sit down and start to craft their copy.
You see, creativity doesn’t come from thin air. It must have substance and be based on you, your company and, more importantly, your customers. Only once your copywriter has discovered who your audience is and what will make them buy, can they begin to write compelling and persuasive copy.
What happens if they just guess?
Well, the copy won’t reflect your values or brand image. The benefits of your product or service won’t come across, so your customers won’t buy.
That’s why the research element of any copywriting project is so important.
The moral of this post is, if you want your copy to resonate with your customers and make them buy, you must allow your copywriter sufficient time to research your market fully.