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All forms of research should be undertaken with one clearly defined aim - to understand:

Why and how a client wants to sell the product.
Why the buyer wants to buy the product.

You use research to reinforce facts and give you a basis for a sound strategy, thus enabling you to define clearly a creative and coherent message that stimulates fresh ideas.

So-called desk research makes use of a wide variety of sources. These include:

published work available, such as company reports
clippings from trade magazines
information on the Internet
specialist on-line subscription-based services (available via a computer link).

Of course, your project may be so innovative that there isn't any directly relevant and useful information available. If so, instead look at the closest possible service or product to the one that you intend to promote. Find out if there would be a demand for your product or service and if so why and potentially how great that demand is. The services of a market research specialist may be just what you need in these circumstances.

Market research companies can provide an entire portfolio of research techniques, ranging from group discussions to regional surveys and questionnaires by post or telephone. Bear in mind that - particularly in the case of the small business carrying out its own copywriting - another important reason for conducting research is to check out the competition.

Get a copy research kit

As of tomorrow - or, even better, today - I want you to buy a box file and title it 'My Copy Research Kit'. In it assemble the following:

examples of previous letters/promotions
notes on which worked
a record of who replied (lists)
samples of competitors' material (How can it be improved? You should try to rewrite an example of your main competitor's material at least once a year. You'll be amazed how it helps you brush up your own copywriting techniques.)
customers' comments
sales results.

Creativity's role in the competitive commercial world

It is a common misunderstanding that companies primarily carry out research on competitors to uncover inside trade information. The true main objective for studying competitors is to find out at least as much as your customers do about:

what is available
where
at what cost.

Once you have uncovered these facts, you can begin to compare your (or your client's) products against that of your competitors as regards price, quality and distribution.


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