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James Allen shows how to build a research document with five categories of customer language: challenges, hopes, objections, jargon, and facts. Then go interview real people, read reviews, scan forums. Use their exact words in your copy.
James Allen shows how to build a research document with five categories of customer language: challenges, hopes, objections, jargon, and facts. Then go interview real people, read reviews, scan forums. Use their exact words in your copy.
A lot of people do. They just start writing. Maybe they find some 15-step formula to write irresistible copy and praying that their copy will convert, but they never do any formal research ahead of time. I want you to pull up a Google document, write 5 things, challenges, pains, and frustrations that you find. People saying, I just wish that I could lose the weight. I just wish that I could start a business. Hopes, dreams, and desires. I want this. All I want is dot, dot, dot. Objections. What's this person's excuse or excuses for not actually taking action? Jargon words, lingo, common phrases. Lastly, interesting facts and statistics. Copy all that stuff. Literally, it's called copywriting. Think about copying the words that people are saying, pasting them into these various sections that I'm giving you. So once you've got your document all set up, now we got to go out and start doing some research.
