How can you avoid falling back on the same old tired claims about your product’s benefits when creating your marketing materials? The answer is surely to really understand the product, and to do that you may need help as part of your copywriting research.
I like meeting marketing people in my clients’ companies. But I sometimes find that even though they usually have a good understanding of the product, there are sometimes others who know more.
It’s why I want to talk to the people who designed the product, the people who made it, the people who sell it and, ideally, the people who use it. When I do, I almost always uncover some genuinely positive information about what the product does and how well it does it.
If you can get a detailed understanding of the product there’s usually no need to bamboozle customers with spin or flowery marketing-speak.
Sure, well-crafted words are important. But it’s the meat that matters. Although getting to the meat requires effort, it is always the best foundation for writing compelling marketing messages.
Broaden your reach when doing copywriting research
Who are the product experts in your organisation? Building relationships with them is essential for anyone who wants to become an effective marketer or copywriter.
I really believe that the ability to network, build relationships and get experts on your side is just as important as writing. If you can foster relationships with the people who know your company’s products and customers inside out, you will write better content.
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