Market Research – The Essentials

Last Updated on Nov 29, 2016 by Jos

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    Revealed: The 7 essential questions you need to ask before you write any sales copy

    In business – and in life – we have a finite number of hours in the day and a limit to the attention that we can give any number of things at one time.

    When it comes to writing effective sales copy this concept is profound.

    For years we’ve been led to believe that you must know EVERYTHING about your market before writing a single line of copy.

    And whilst this idea has some validity, it’s simply not practical to spend months researching and consuming new information for every project.

    I’ve wondered how this process can be optimised to get maximum results in the shortest timeframe possible.

    This lead me to think what are the questions that need to be answered in order to have the necessary information to write persuasive copy.

    So without further ado here are my conclusions.

    Writing sales copy what do you need to know?

    1. Who are you selling to?

    One of the most important elements of crafting an effective sales pitch is having a clear understanding of who your target market is. This means having a very clear picture of who they are.

    Ideally you focus your efforts around creating an avatar based on a specific person. e.g Your prospect is a 23 year old university graduate, who’s in a committed relationship and works a corporate job. Has expendable income but is time poor.

    2. What (What you’re selling)

    Simple, what is the product/service that you want your prospect to buy?

    3. The problems your product/service solves

    This is very important, what problem does your product/service solve?

    4. Benefits

    As a result of using your product/service what tangible or intangible benefits does your prospect gain?

    5. Features

    They describe what your product is, what it does etc

    6. Objections

    By knowing all the reasons your prospect might not buy, you can handle it during your sales pitch.

    7. Proof of concept

    Who else is already using your product/service and what have their experiences been?

     

    Conclusion

    Use the above to form the foundation of your research and you’ll be well armed when it comes time to write persuasive sales copy.