Market research is critical for a successful advertising campaign.
But most people screw it up, bigly!
Here's the simple process I use every time I write to figure out what words and ideas will make my prospects buy...
🧵👇
But most people screw it up, bigly!
Here's the simple process I use every time I write to figure out what words and ideas will make my prospects buy...
🧵👇
My process is probably different than what you've been taught in most copywriting books and courses.
Let me explain why...
Let me explain why...
Their Way (The Traditional Way)
Most of the market research advice explores the "surface level" buying desires your prospect has.
For example:
Before you ever start any copywriting project there are a few things you need to do.
A few questions need to be answered.
Most of the market research advice explores the "surface level" buying desires your prospect has.
For example:
Before you ever start any copywriting project there are a few things you need to do.
A few questions need to be answered.
1. Who’s your ideal customer?
2. What are their pain points and frustrations?
3. What do they really want?
4. What’s standing in their way?
5. Where do they live?
6. What do they do for a living?
7. [Insert a plethora of other demographic and psychographic questions here]
2. What are their pain points and frustrations?
3. What do they really want?
4. What’s standing in their way?
5. Where do they live?
6. What do they do for a living?
7. [Insert a plethora of other demographic and psychographic questions here]
Now listen… ALL of these questions NEED to be answered — even if you can’t find exact answers.
You at least need some idea of who you’re going to be writing/selling to.
The ways you find out the answers to these questions may vary…
You at least need some idea of who you’re going to be writing/selling to.
The ways you find out the answers to these questions may vary…
You can:
1. Interview your client
2. Look at popular book reviews similar to the product
3. Lurk in forums and read what people are talking/complaining about
4. Look at your competitor's copy and see all the benefits and they’re using… and the objections they’re handling.
1. Interview your client
2. Look at popular book reviews similar to the product
3. Lurk in forums and read what people are talking/complaining about
4. Look at your competitor's copy and see all the benefits and they’re using… and the objections they’re handling.
All of these methods are GREAT! And I highly recommend you use them.
But if you really wanna walk a mile in your prospect's shoes… and truly understand them, well…
You ACTUALLY have to walk a mile in your prospect's shoes… and truly understand them.
Kind of obvious, right?
But if you really wanna walk a mile in your prospect's shoes… and truly understand them, well…
You ACTUALLY have to walk a mile in your prospect's shoes… and truly understand them.
Kind of obvious, right?
My method is a little different.
You see:
I don't naturally have a lot of empathy.
I think it’s something you’re probably born with.
You see:
I don't naturally have a lot of empathy.
I think it’s something you’re probably born with.
I’m sure it is a skill that can be developed.
But sometimes it’s hard for me to understand what people are going through unless I’ve been through exact same thing.
(important plot point^^)
Let's continue...
But sometimes it’s hard for me to understand what people are going through unless I’ve been through exact same thing.
(important plot point^^)
Let's continue...
I’ve known this about myself for a while.
Can you imagine the pure shock and horror I felt when every copywriting book started preaching the importance of empathy?
Luckily, I figured out a way around the whole
And I call my method:
Instant Empathy.
Here’s how it works…
Can you imagine the pure shock and horror I felt when every copywriting book started preaching the importance of empathy?
Luckily, I figured out a way around the whole
And I call my method:
Instant Empathy.
Here’s how it works…
There are four main steps involved here for gaining Instant Empathy:
1. Gather your assumptions
2. Walk a mile in their shoes (become your market)
3. Enter the conversation in their mind by actually having conversations
4. Change your assumptions accordingly
1. Gather your assumptions
2. Walk a mile in their shoes (become your market)
3. Enter the conversation in their mind by actually having conversations
4. Change your assumptions accordingly
The first thing you need to do is answer a few of your own questions.
You need to formulate a few initial Hypotheses.
You need to have a “control assumptions” to test against when you connect with your market.
So you ask yourself…
You need to formulate a few initial Hypotheses.
You need to have a “control assumptions” to test against when you connect with your market.
So you ask yourself…
Answer these questions:
1. What is this thing I’m trying to sell?
2. What is the problem this thing is meant to solve?
3. What does it do for someone?
4. How do I know it actually works?
5. Why do I think people would/should care about this?
1. What is this thing I’m trying to sell?
2. What is the problem this thing is meant to solve?
3. What does it do for someone?
4. How do I know it actually works?
5. Why do I think people would/should care about this?
6. What proof do we have that this thing actually does this thing?
7. Why is it an incredible offer? What makes going with this thing the most attractive option?
8. What are the objections people might have that will prevent them from buying this?
7. Why is it an incredible offer? What makes going with this thing the most attractive option?
8. What are the objections people might have that will prevent them from buying this?
After you do that… you simply go walk a mile in your prospect’s shoes.
You go out and you buy the thing you’re trying to sell.
The closer you get to exchanging money-for-thing… the more "Instant Empathy" you’ll gain.
But I always try to pull out my credit card and buy.
You go out and you buy the thing you’re trying to sell.
The closer you get to exchanging money-for-thing… the more "Instant Empathy" you’ll gain.
But I always try to pull out my credit card and buy.
This is “walking a mile” in their shoes part of the Instant Empathy.
The quickest way to understand what a market is feeling is by actually BECOMING the market.
For example...
The quickest way to understand what a market is feeling is by actually BECOMING the market.
For example...
When I worked with my client who sold luxury watches… I had a few assumptions as to why people wanted these things.
But it wasn’t until I actually went out and BOUGHT one myself (I’m not a watch guy) that I actually understood what was important to the buyer.
But it wasn’t until I actually went out and BOUGHT one myself (I’m not a watch guy) that I actually understood what was important to the buyer.
I had to discern between brands, styles, and features that I never even knew existed.
I had to make decisions.
I had to make decisions.
I had to run these decisions thru the filter in my mind to arrive at the 'right' decision.
And in those few microseconds when I pulled my credit card and swiped it… I felt objections rising in my mind.
All of these thoughts are the same thoughts your market will be feeling.
And in those few microseconds when I pulled my credit card and swiped it… I felt objections rising in my mind.
All of these thoughts are the same thoughts your market will be feeling.
One added benefit of actually going out and buying the product from another brand (not your client's) is that you get to see how a master salesperson sells this product.
BTW — this campaign ended up grossing ~$5.2 MM in 30 days.
BTW — this campaign ended up grossing ~$5.2 MM in 30 days.
I didn’t know how to sell a watch until I went and got sold by the woman behind the counter… who spent her CAREER selling watches to guys like me.
You’d be amazed at the lessons you learn just by listening and noticing things as you go through the process of being sold to.
You’d be amazed at the lessons you learn just by listening and noticing things as you go through the process of being sold to.
After you walk a mile in your prospect's shoes… you crawl inside their brain.
The first product launch email sequence I ever wrote was for a limited edition run of these hand-carved, wooden crochet hooks.
The first product launch email sequence I ever wrote was for a limited edition run of these hand-carved, wooden crochet hooks.
It’s a huge hobby and a lot of people love it… but it’s just not something that I do.
(shocker, I know)
Naturally, I had no idea how to sell these.
But… some of the women I worked with at my teaching job DID crochet.
(shocker, I know)
Naturally, I had no idea how to sell these.
But… some of the women I worked with at my teaching job DID crochet.
They were an absolute goldmine of information.
After talking with 5–6 women who crocheted… I now KNEW what was important… and WHY it was important when it came to make a buying decision in that market.
After talking with 5–6 women who crocheted… I now KNEW what was important… and WHY it was important when it came to make a buying decision in that market.
Turns out… it’s also a social thing.
If you have one of these cool-looking hooks, all your friends will be envious.
I learned soo many things thru actually TALKING with my market.
It’s not just about the benefits. It’s much deeper — how they actually affect someone’s life.
If you have one of these cool-looking hooks, all your friends will be envious.
I learned soo many things thru actually TALKING with my market.
It’s not just about the benefits. It’s much deeper — how they actually affect someone’s life.
What Happens When You Assume?
You make an ass out of you and me.
And when you assume WHY people buy something without actually becoming a buyer… or without talking with real buyers… then you don’t truly have much to go on.
You make an ass out of you and me.
And when you assume WHY people buy something without actually becoming a buyer… or without talking with real buyers… then you don’t truly have much to go on.
I’ve always found that I don’t need to spend 20 hours doing research online for my client’s projects, if I can spend 2–3 hours sitting down with a few perfect customers and just listening to their stories and frustrations.
It’s through this process that great hooks, headlines, offers and big ideas are found.
It’s very hard to create these kinds of super successful ads without gaining this deep level of empathy with your market.
It’s very hard to create these kinds of super successful ads without gaining this deep level of empathy with your market.
That being said…
There ARE easier ways than actually talking with people who buy the kind of thing you’re trying to sell…
And there are less expensive methods of doing research other than actually buying a thing similar to what you’re trying to sell.
There ARE easier ways than actually talking with people who buy the kind of thing you’re trying to sell…
And there are less expensive methods of doing research other than actually buying a thing similar to what you’re trying to sell.
But I’m sure the ROI more than makes up for the initial upfront investment in time and resources.
It’s always worked for me.
Give it a try. Let me know how it goes.
It’s always worked for me.
Give it a try. Let me know how it goes.
And if you’ve found this thread valuable, please retweet.
If you do that, it’ll help other awesome people just like you find my stuff.
I really appreciate it!
Follow me @chrisorzy
If you do that, it’ll help other awesome people just like you find my stuff.
I really appreciate it!
Follow me @chrisorzy
And if you liked this thread, you'll probably enjoy my latest feature in @BusinessInsider
Check it out here:
businessinsider.com
Check it out here:
businessinsider.com
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