When you think about writing copy, you probably see it as a creative process, and for the most part, it is. But the creativity can’t be manufactured out of thin air. It needs to be fueled by something, and the best copywriters understand that the most effective fuel for creativity is good, focused research.
How can you expect to sell a product if you don’t take the time to get to know it intimately? How can you expect to build a connection with an audience if you don’t spend time learning who they are, what’s important to them, how they communicate, etc.? How can you expect to differentiate yourself from the competition if you don’t know anything about them?
Too many copywriters try to take shortcuts, relying on guesswork and their “wit,” rather than spending their time on research. There is no substitute for research in copywriting. Period. No matter how busy you are or how quickly you want to get that copy out there, you have to spend time researching the product to learn everything there is to know about it.
Often times, you’ll discover during your research that the true appeal of a product is something that’s not apparent up front. It’s only when you truly dig deeper and learn about the product or actually use it yourself that you realize that it’s not always the most obvious benefit of the product that you need to focus your copy on.
Stop looking aimlessly for inspiration. Instead, start researching, and inspiration will have its own special way of finding you.