“The word ‘copywriter’ is loaded with meaning for other copywriters and those with experience in hiring good professionals. Everyone else misunderstands what we really do.”
“You could be forgiven for thinking that copywriters spend most of their time writing. The word suggests that’s all we do, and the abundance of cheap copywriters with quick turnaround times reinforces this myth.”
“But any copywriter worth their weight in Bitcoin gets excited when it’s finally time to write because it means their work is almost done. That’s right, there’s a lot of work that needs to be done before you get your text.”
“Because your product is one of many solutions to a problem, you need to position yourself in such a way that you stand out to a particular customer. Your product is bought by real people who think, feel, and speak a certain way; you need to write in a way that resonates with this audience. You’ve made attempts to sell to this audience before; you need to understand what worked and what didn’t, and why. There are a number of research questions that need to be answered before you can write copy that actually sells.”
“It's true that it doesn't take much time to fill your page with words, but doing it with the right words does.”
So, while copywriting may seem like an exercise in creative writing, it’s much more scientific than that. As Joanna and Josh alluded to, writing compelling copy that converts visitors into customers requires deep data analysis and insight exploration.
Joel Klettke of Case Study Buddy agrees that the research process of copywriting is vital, especially in capturing the voice of your customer:
Joel Klettke, Case Study Buddy
“I wish more people would understand that canada phone number format you can’t do effective copywriting if you don’t do thorough primary research on the voice of the customer and visitor behavior on the site. If ANYONE who claims to offer conversion copywriting services doesn’t send you a proposal with a detailed research plan, they’re not doing conversion copywriting, they’re guessing.”
“I also wish more people would understand that conversion copywriting isn’t just about words, but is deeply intertwined with UX and how those words are displayed. You MUST connect your conversion copywriting to your UX/design work. Otherwise, the isolated disciplines will pull in opposite directions.”
You can find more information by reading the article Copywriting for e-commerce: how to write infallible texts to sell more , but here is the summary:
Define your target audience and segments . Set your goal and a list of questions you need to answer.
Conduct qualitative research . This includes internal interviews, customer interviews, surveys, etc.
Identify and document patterns in your research . What words and phrases stand out? What objections, products, benefits, and questions keep coming up?
Define your message hierarchy and create a wireframe . What is the most important message based on your research? Use this to design an outline that clearly lays out your text.
This is a time-consuming process, but the words on your website are one of your greatest selling tools, so investing your hours here will translate into better product pages and higher conversion rates.
Plus, the customer insights you gain from conversion rate research for copywriting and content marketing will carry over into other areas of your business. For example, you can use the questions that come up again and again to improve your FAQ page or your live chat auto-responses.
Research also helps define context. What do your visitors expect from your copy at various stages of the customer lifecycle?
Jen Havice of Make Mention Media expands on this point: