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In this module, I show you how to gather all the initial research “nuggets” available to you like an A-Level Research Beast! (The rest you’ll need to dig out on your own. I cover all that in steps two through four.)
You do NOT want to give this step short shrift. By doing the work here, you’ll set yourself up for success with the rest of the steps.
More importantly, you’ll ultimately save time when you sit down to write your copy and have it flow out of you far more easily, without “writer’s block”. And the copy you write will likely be far stronger and higher-converting, too!
I provide a video overview (and word-for-word transcript) of how I approach this crucial first step, as well as a detailed guide that walks you through my process.
In this guide you’ll also find some of my best tips for digging up more “nuggets” you can’t get from your client… including studies, testimonials and product reviews, credibility boosters for your product or spokesperson… and more!
In addition to the video training and detailed guide to refer to, you’ll get TWO invaluable checklists that can help you be far more efficient and effective as you gather those research “nuggets”:
Both checklists are easily downloadable PDFs you can print off and put to work.
But that’s not all. I also include…
In this module, I show you how to get inside your prospect or avatar’s head and deeply experience what it’s like to deal with the problem or pain point your product or service solves for them. But it goes beyond developing empathy for your prospect.
My Research Beast process gives you a technique I’ve personally used and teach my copywriting mentees called “The Prism Exercise”.
By completing this exercise, you’ll develop a vivid picture of your target prospect or avatar’s greatest hopes, wishes, fears, and frustrations… and be able to tap into both their emotional side as well as their logical mind with your sales copy.
In the Complete Guide you get as part of this module, I do all of the following:
But that’s not all. You also get:
Getting this crystal-clear picture of your prospect or avatar is possible when you go through this exercise (and do all the advance preparation and research so you can do so). And it will make things SO much easier for you as you move forward with your writing!
Now, let’s move on to the next crucial step in my Research Beast process…
Here’s where the rubber meets the road! In this module, I show you how to roll up your sleeves and REALLY dig deep into what’s special or unique about your product.
We’ll go beyond the usual “two-step” features and benefits exercise to using a 5-step features and benefits exercise. Why those 3 extra steps?
Because it gives you far more insights, proof points, and copy fodder you can use later on to convince your prospect to buy–both intellectually and emotionally.
Just wait until you go through this crucial step of the Research Beast process… you’ll be amazed at what comes out of it!
In the Complete Guide you get as part of this third module, I do all of the following:
Once you go through this 5-step exercise, you’ll get much greater clarity on what makes your product superior or unique compared to the competition. It will help you dig out that “hidden gold” that’s buried in your product (no matter how ordinary it may seem). This is essential to being able to complete the next step in my Research Beast process.
Even better, you’ll be able to tie your most important feature’s and benefit’s back to your target prospect or avatar’s biggest hopes, dreams, fears, and desires. You may even end up with actual COPY you can use in your promo, giving you a jump start on beating any “blank page blues”.
So let’s move on to the fourth crucial step in my Research Beast process…
In today’s competitive advertising world, having a powerful unique mechanism is more important than ever.
Chances are at least 90% of the time you write copy, it’s for products or services that are in more mature, competitive markets.
That means the prospect you’re targeting has seen many other others come before you…making similar promises.
It’s likely those same prospects have tried many others before yours…and in many cases, haven’t been fully satisfied with the results… or worse, found they failed to live up to their promises.
That’s where your unique mechanism comes into play.
The unique mechanism is that differentiator that lets the most jaded prospects believe YOUR product or service will work for them when others before them failed.
While in some cases your “shiny object”-obsessed prospect may just be looking for whatever the newest thing is, most of the time they simply have a deeply felt, yet unmet need that they keep looking to satisfy.
How will you convince them to believe YOUR product or service will work for them… and be the one they decide to buy?
In the Complete Guide you get as part of this fourth module, you’ll discover all of the following:
Here’s what else you get to help you NAIL your next
promo and make it a huge winner…
Now, as you may have guessed, there are two more steps to my six-step Research Beast process that I get into in my course. I’m not going to get into all the details here… but I will give you a glimpse of what else you’ll discover once you get your hands on this A-list-level training.
For starters, you’ll find out the crucial step that most copywriters give short shrift to–or skip completely–that can lead to coming up with that killer “big idea” that allows your promo to stand out (and makes it much easier to write!)
I’ll share with you tips for getting the MOST out of this step… and show you how to use it allow your brain to connections that you never would have come up with otherwise!
But that’s not all… I saved the most important part for last. You see, the whole point of going through my six-step Research Beast process is to lay the groundwork for writing a promo that completely NAILS who you’re writing to… allows you to call them out and make them feel like you KNOW them…
…provides unassailable proof that convinces them that YOUR product can uniquely solve their problem… and crystallizes and distills this knowledge into a compelling and engaging “big idea”…
And I show you exactly how to do ALL of it!
Plus you get to hear some of top A-Lister Dan Ferrari’s best tactics, too…
In this crucial sixth step, you’ll pull together all of your best insights, proof points, unique mechanisms, and analysis of the market and come up with your “big idea” (or, as is often the case, multiple big ideas).
That’s why as part of this last module, I include a nearly hour-long video (and word-for-word transcript) from my exclusive mentoring group training where I had top A-List copywriter and offer owner Dan Ferrari… often referred to as the “bearded genius”… as a special guest.
During this call, I picked Dan’s brain clean about his own process for doing research and coming up with a killer “big idea”. He revealed several of his personal tactics (many of them aren’t the “usual” techniques you hear about… and they’re all waiting for you in this no-holds-barred video.
Here’s just a glimpse of what you’ll discover…
Not only will you discover these “insider” tactics for researching and writing copy at a much higher level, you’ll also get to hear Dan and I break down his highly-successful Genesis anti-aging supplement promo and put it under the microscope.
You’ll get to watch as two top A-Listers pick apart the headline, lead copy, claims, word choices, graphics, close copy, and yes… even photo captions (they’re much more important than you may think) used throughout Dan’s promo.
Plus Dan also breaks down a second, not-as-well-known but successful test version of his Genesis promo and talks about where he got the “big idea” for it.
The insights you’ll gain from these two breakdowns are like a “master class” in copywriting as well as research. You’ll find yourself going back to them… and this video… again and again!
But you’re not done yet. That’s because once you come up with this “big idea” (or multiple “big idea” candidates), you’ll want to summarize them in a Copy Platform that you may want to use to present to your client before writing… PLUS an outline or “blueprint” for your promo that will allow you to organize all of these valuable “copy points” you’ve dug up in your research.
Once you get “buy-in” from your client on your Copy Platform and outline–or feel that you’ve polished it to perfection on your own, it’s “Go Time” from here. You’ll be able to jump in and start writing your promo–whether it’s a sales page, VSL, email campaign, microsite, Facebook ad, press release, or whatever type of copy you’re writing.
You’ll even have a lot of copy you’ve already come up with as a result of my six-step Research Beast process. So you won’t be staring at the computer screen, unable to get started… or gripped with anxiety about “getting behind schedule” because you keep putting things off.
Instead, you’ll start filling in all the blanks in your copy outline “blueprint”… starting with those tons of copy points and research “nuggets” you’ve already come up with. And you’ll have a roadmap for everything else you need to write from there.
Sure, you may want to dig a bit deeper into something else you discover as you write your promo–it’s an organic process. But you won’t be stuck spinning your wheels like a Mini Cooper in a snowdrift, helplessly surfing the web and panicking all at once.
Once you become a Research Beast, you’ll approach each copywriting project being able to…