Market research for copywriting and product development

Market Research For Copywriting And Product

Development

Vanessa Blais presents…

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Zen Copywriting

In the beginning, you have the initial brainwave, the brilliant idea for a product or service that you think will sell well in the marketplace.

However, at this stage, it is nothing more than a notion or an idea. After this, a period of intense market research must always follow to establish whether your supposition about making money is realistic or not.

Often times, the idea occurred because you encountered a problem or difficulty for which you sought a solution where no solution already exists.

Vanessa Blais presents…Zen Copywriting

Market Research For Copywriting And Product Development


Audience ImmersionWhether you're writing your copy yourself, or if

you're hiring an experienced copywriter, one or both of you (preferably both) should know who the targeted demographic is, and even more importantly, how they talk.

You need to speak their ‘language,’ and that means, know their jargon.

You need to prove that you know what their pain feels like.




Places To Look

Forums

Blogs

Podcasts

YouTube

Facebook

Twitter

Notes To Take

***Url’s (To Bookmark)

Stickies

Categories

Comments

Q & A pages

FAQ pages




Power TipMake use of Quantcast and Alexa

Check each site with Quantcast (www.quantcast.com) to find the demographics of your target market… male, female, age, education level, income level etc.

Quantcast will also show you other sites that share the same demographic audience.

Alexa (www.alexa.com) is known for providing traffic statistics for websites, but they also include demographics, and other sites with the same demographics… and if they’re ranking on Alexa, then those sites have at least some traffic. The most trafficked sites that meet those demographics will be listed here.

Which not only means more research for you to dig into, but also, gives you possible opportunities for driving traffic to your site as well.




ImmersionStudy the categories on forums. If they subject has a whole

subforum or category on it, that means it’s important.

Even if it’s not active…

Example: Forms.

There probably won’t be a lot of activity on a ‘forms’ sub-forum of a credit repair site or a real estate site. But it’s still important enough to have a category…




Immersion

There probably won’t be a lot of activity on a ‘forms’ subforum of a credit repair site or a real estate site. But it’s still important enough to have a category…

*** It’s still important to read the comments! This could be one way to find your USP. So don’t skip it!




These are the main categories on a popular credit repair forum



Although this particular forum doesn’t have many sub forums, it has quite a few ‘Sticky’ posts in the forums and subforums that it does have







Immersion

Example: Forms.

If there are questions about forms, or requests for forms that aren’t included- again this is something that you if you can, you should address both in your product, and in your copy.




Immersion• Pay close attention to all site’s content and social media. Notice if any social media is dedicated

to one specific category or sub category of their market. Look for patterns…

Example: Does the site you’re looking at use it’s YouTube channel specifically to deliver content on paying off debt? Or negotiating debt? Perhaps their ‘video’ channel on YouTube is dedicated to discussing strategies on deleting unpaid debt from credit reports.

Also… note if the YouTube channel is ‘popular.’ Does it have a lot of subscribers? Does it have a lot of comments? Are many of the comments actual ‘discussions’ between ‘core’ groups of people that you recognize from their robust interaction with the other viewers? (That’s a strong community and it tells you that this is a popular topic with the credit repair crowd.)

BONUS- Influencers

When you find members of the forum, and the blog, and the YouTube channel, offering themselves as ‘part of the community’ in all of the communities’ areas, you’ve found a ‘power influencer.’




ImmersionYou can find “Power Influencers” on any site that has ‘social’ aspects, such as

forums, or even blogs (regular blog commenters make for strong communities)

Blogs Podcasts YouTube Facebook Twitter

Click Here For The Epic List of Market Research Resources




Don’t Forget To Use The “SEARCH” function.

You want to immerse yourself in the ‘culture’ of the market.

Do they have their own slang, or jargon? What are their acronyms?

You want to ‘absorb’ all that you can about this group of people and assimilate all of it into yourself, your product and your copywriting.

It will be very tempting to join in, and sometimes you might be tempted to ask a question just so you can join in…. But FIRST..

Use The “SEARCH” function.




Especially on forums! Often times the newbie questions have been answered so many times over that the site admin has made them sticky’s.

It’s not that the old timers have become cranky about answering the same questions over again, (well, sometimes it is) but more likely that it’s just that it’s taking away from what might be a much more valuable conversation for the group to be engaging in.

So just use the search function.




Get deep into all the blogs and forums, and Twitter profiles, and Facebook pages of your market.

Absorb what they say, how they say it… pay close attention to ‘feeling’ words…




Start Mindmapping Your CopyMind mapping software can be quite rigid.I prefer to use a whiteboard, or even more

preferably, a 3 sided presentation board, with post-it notes (you can thumb tack them too) so that I can move my ideas around.

One app you can use that doesn’t have the rigid demands of mind mapping software is…

Padlet- http://padlet.com/




Padlet is very straightforward and easy to use.

Unlike Mind Mapping Software which forces you to define parents and children first and doesn’t easily allow you to move things around, Padlet is super simple…




You’ll see a blank wall with this image on the right side of your screen…

Just ‘double click’ anywhere on the ‘wall’ and type in whatever you want.

You’ll be able to move them around later




When you double click on the wall, a small box will appear.

You type in your thought there- then just hit “Enter” on your keyboard.

Double click again, and a new box appears, and you type again.

To move your boxes around, just grab, drag and drop…




What To Put In Your Mind MapK.I.S.S.- Keep It Simple and Stupid. Don’t try to map out the entire sales letter

here. What you’re looking for is words and short phrases that seem important and will jog your memory when it comes time to write your copy.

Acroynms

Buzz Words

Feeling Words

Reviews/Complaints

Write down anything that jumps out at you… especially if you see/hear it a lot from the ‘communities’ that you’re studying, and especially if it’s a complaint.




Remember, those complaints are where you will begin to discover and develop your USP

Once you have your USP, you will then begin to write your sales letter.




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Before You Write…

Date post:	13-Jan-2015
Category:	Marketing
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Market research for copywriting and product development

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