The Importance of Research for Effective Copywriting

Most people who write for a living will tell you getting it right takes about 10% actual writing time and 90% research. Knowing what to write before you write it, and to whom, might sound like an obvious place to start, but when you're under pressure to meet a business writing deadline, the obvious can go out of the window. It shouldn't though, because even when you're up against the clock, the whole process of writing your content will become easier if you put the pen down, sit back from the keyboard, and consider it first.

"An important first task when you are planning a piece of written work is to think carefully about its purpose." (1). Start by identifying your reader, bearing in mind these three simple questions:

* Who is my reader? * Will they read this? * What value is being created? (2)

If, for example, your brief is to write a 1000 word business to consumer' brochure on a new range of motorized mobility scooters the language, tone and style of your piece should not be targeted towards the youth audience. Sounds too obvious? Look in any newspaper, magazine or at any website, and you'll soon find countless examples of advertisements for products that seem to be incongruously addressing a completely irrelevant market. This accounts for the irritation or amusement you feel when viewing a TV advert not aimed at you. When this happens, the audience feels disconnected straight away, and the intended message of the content falls between the cracks. It's one of the biggest reasons sales copy and adverts fail.

In our example, after you've identified your main mobility scooter' readership as senior citizens, you then have a very compelling reason why they will want to read about your new products. But it's a competitive market and the scooters won't sell themselves. So the next part of the process is to ask yourself, What's in it for my intended readers what benefits will our products give these readers over and above those of our competitors and how do I communicate this to them in a language they will appreciate?'

Consider benefits, not just features

This is when the analysis' stage of the research process kicks in when you go back to your product and set out all the features it offers your target reader, listing the corresponding benefits. Think about everything your product can do, and how this will help the reader how this will create value for them within the content you are about to write.

If at this stage you need to clarify certain product features or specifications, or identify more generalized subject matter that reinforces your point go onto the Internet and Google your key topics, read up on relevant details that will put your claims into an authoritative context. Imagine yourself in the mindset of your target reader, and search for examples of similar products directed at them. Note the language used to talk to them, and consider what works and what doesn't in terms of tone.

The more detailed your research at this stage, the more rounded and effective your writing will be. You might think you're collecting superfluous details, but when it comes to actually writing your content, you'll find you're already a mini expert' on the subject, and can cherry pick the best facts, stats and juicy pieces of information to back up your message.

The final stage of your research should take the form of collating your rough notes into a definitive structure. This structure will depend on the media in which your content will be published - for example, writing for the Web is very different than writing a sales letter or brochure but if your research is sound you'll put yourself on a solid footing for actually structuring and writing effective content.

Sources

1. Prof. Gail Huon, The University of New South Wales, Writing Workshop, 2006 2. Gerry McGovern and Rob Norton, Content Critical', Financial Times Prentice Hall, 2002


An English graduate from the University of Birmingham and professionally trained journalist at postgraduate level, Laurence James has been copywriting for over ten years. A Member of The Institute of Direct Marketing, he is also founder of The Copy Box - http://www.thecopybox.comStar War Replica Costume
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A Tale of Two Putters- Isao Aoki vs. Nick Price

Putting represents nearly half of all the strokes you take during a round of golf. So it's not surprising to find players looking to sharpen their putting skills whenever they can or trying tips things to be successful. The better putter you are, the lower your golf handicap, as I tell golfers who take my golf lesions.

Because of its bearing on your golf handicap, putting has caused more inventiveness in search of perfection than anything in the game. Players have all sorts of styles and movements, all unique to the individual. Despite these innovative efforts, one thing remains true: there's no substitute for a sound putting stroke.

Below we describe the putting technique of two professional golfers-Isao Aoki and Nick Price. They've adopted different putting styles, yet both are considered excellent putters.

The Setup

Japan's Isao Aoki posses a superb putting stroke locked into a strange and individual style. Nevertheless, he is renowned putter. In fact, putting is probably the best part of his game. Aoki addresses the ball with the top of his putter high in the air. His hands are low and he crouches over significantly.

Nick Price' style, on the other hand, is more classic. His technique is based on a locked left wrist and a shoulder-dominated stroke. At address, he keeps his shoulders square to the intended line, and his hands over or just ahead of the ball. He crouches slightly over the ball, but not nearly as much as Aoki.

Despite the differences in style, both players do one thing all great putters do at address-they keep their eyes directly over the ball. It's the most important ingredient in the setup, irrespective of a person's height, build, or style. Keeping you're eyes directly over the ball and turning your head allows a direct view down the line to the hole, without any need to move the shoulders out of alignment.

The Stroke

Aoki is a touch putter, so he uses his hands more than his shoulders, and takes the club back steeply, with the right hand controlling the takeaway. At the top of the backswing, his putter is high off the ground-an unusual position for a good putter. Nevertheless, it works well for Aoki. His stroke is smooth and rhythmical.

Price's technique is based on a shoulder-dominated stroke. His arms, shoulders, and putter move away from the ball as a single unit, with the hands remaining passive. He keeps his wrist firm during the stroke. And he strikes on the upstroke. Price uses more of a pendulum motion than Aoki, swinging the putter smoothly and rhythmically back and forth.

Making a smooth, flowing stroke is not a problem for most players, witness the golfers who take golf lessons from me. Many have nice fluid strokes. The problem arises when a ball is introduced. The ball for whatever reason hampers the putt. A good drill to help eliminate this problem is to start by taking a normal practice stroke. Then address the ball, close your eyes, and repeat the stroke-letting the ball get in the way. The drill makes the real stroke more like the practice one.

The Follow-Through

During the follow-through, Aoki brings the head of the putter back into a square position at impact. His head remains perfectly still throughout the stroke. Aoki remains virtually motionless afterwards, careful that the slightest movement doesn't affect his putt. His head stays still except to follow the ball well after the stroke.

Price keeps his left wrist locked in position through the hitting zone and into the follow- through. He accelerates the putter-head through impact and makes sure his follow- through is as long as his backswing. He, too, keeps his head as steady as possible through the stroke. And he keeps his eyes fixed on the spot where the ball was well after the stroke.

Despite their different styles, both players remain practically motionless after the putt is made. It is imperative to making a good putt. Lifting your head too soon when putting can throw off your putt. The Show Me The Money Drill we covered in last week's golf tips is great for this flaw.

The Show Me the Money drill works for three reasons. It forces you to keep your eyes steady, helping to stabilize your whole body. It prevents you from lifting out of your stance prematurely. And because you're focused on the coin and not the ball, it inclines you to make a nice clean stroke through the ball.

Conclusion

If you want to lower your golf handicap, you need to improve your putting. Nearly half of the strokes made during a full round of golf are putts. Cutting down on your putts will lower your scores and golf handicap. Of course, not everyone will have the same putting style. But one thing remains true: there's no substitute for a sound putting stroke-irrespective of how it looks.

Copyright (c) 2007 Jack Moorehouse

Jack Moorehouse is the author of the best-selling book How To Break 80 And Shoot Like The Pros. He is NOT a golf pro, rather a working man that has helped thousands of golfers from all seven continents lower their handicap immediately. He has a free weekly newsletter with the latest golf tips, golf lessons and golf instruction. http://www.howtobreak80.comThe Click Five Lyrics
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