One of the things every copywriter learns is to do plenty of research.
Whatever the product or service you are selling, you need to dig deep and learn everything about it…before you start writing your sales copy.
If you don’t know…and I mean REALLY know…what you are trying to sell, your sales copy will feel thin and lacking in any persuasive oomph.
I experienced this myself recently while reading a draft written by a youngish copywriter. The copy felt thin. I didn’t get a deep, reassuring feeling for the product being sold. So I emailed the copywriter and asked him about the research he had done before putting pen to paper.
It turned out that he had simply worked from the information provided by the client and had done no additional research of his own. And that was a bit silly, because the client had provided contact information for the person who created the product. The client had assumed the writer would get in touch with this person and grill him for more information. Didn’t happen.