Research for Better Web Copywriting - In fact, most...
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In fact, most of the best sales copy nearly writes itself. The reason the best sales copy nearly writes itself is that the copywriter took all the necessary time and went to all the necessary effort to do comprehensive research before ever writing a word.
Etch this point permanently into your brain. Most of the copywriters that I really respect (because their copy has sold millions of dollars worth of goods) write very quickly. Again, this is because they invested the time and effort up front to do the proper research.
Once you know your subject inside and out, it's easy to write about it. This is also why many owners of small businesses write copy that's vastly superior to what they'd get from an outside copywriter. Small business owners know their product, their market, and all the hot buttons from top to bottom. So their copy shines and sells like crazy. But many professional copywriters are lazy and arrogant. They think they know everything there is to know about copywriting. So they feel it's below them to have to bother with something as mundane as research. Consequently, their copy is lukewarm, ineffective filler that never reaches its intended goal: to increase sales and profits.
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