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Copywriters Dilemma For Your Next Project, Should You Hire A Researcher by Dennis Murphy
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Copywriters Dilemma For Your Next Project, Should You Hire A Researcher |
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Education
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Imagine this. You have just landed a large new copywriting project. Maybe it's a bunch of web pages that you need to write copy for. Or, it could be a lead generation system, white paper, follow-up sequence, and supporting sales copy. Or, it is a 18-page promo with half a dozen pieces of additional supporting copy. Where should you start? Well, you need information. If you're writing any length of copy at all, you can't rely on conjecture and hyperbole to carry you through. You need proof and credibility elements. Things to talk about. Additional sources that will help you make your point. Quotes from recognized experts. And any other references you can find that will flesh out your claims and promises - and on which you can build a compelling case that your prospect should do exactly what your copy asks them to do. And the truth is... The Proof Is What Makes Your Copy Believable Take what the Accelerated Program for Six-Figure Copywriting says about proof: "Because the average prospect is skeptical, proof is an important part of any letter. People won't believe our claims just because we say so. Unless we're established experts, our claims are just opinions." And the Master's Program shows you how the proof you provide makes it easier for the prospect to buy: "As a copywriter... you want to give your reader some fodder to defend his choice to buy your product. And, even further, to justify his purchase... to himself, to his wife, to his friends... BEFORE he decides to buy." And in some markets, like health and finance, it's even more critical. Take this insight from Secrets of Writing for the Financial Market: "Because so many financial newsletters and trading services make [selective] claims, it's easy to understand how skeptical the target audience can be. That's why it is very important to back up and support every claim made with as much proof and credibility as possible." What kind of proof strengthens your copy? Well, here's a short list: • Media mentions of the client or product • Prestigious publications talking about the product, idea, or industry • Scientific studies to back claims • Scientists' opinions related to claims • Charts, graphs, and graphics • Real or implied expert endorsements • Real or implied celebrity endorsements • Quotes from credentialed sources • Process information, or how the product (or ingredient) works • Other highly-specific supporting information And that's just getting started. But, here's the thing... To Find The Proof, It Takes Time There is tons of information out there. According to Google, the Web has already exceeded 1 trillion unique web pages (it's estimated they index about 15 billion of those pages for search purposes). There are millions more pages created daily. And if you want to focus your efforts on where you provide the most value (which is a proven way to earn more money as a copywriter), you don't have time to sift and sort through billions of web pages to find just the right proof and credibility elements to include in your copy. Introducing... The Internet Research Specialist The problem I described above is not new. Copywriters have faced it for years. Though a good solution to the problem is relatively new - and having an easy way to connect with people to help you solve that problem is even newer still. The solution? Hire an Internet Research Specialist. An Internet Research Specialist is a researcher who is trained in two important areas. The first is using the Internet to dig up information. This, by itself, is not that unique of a skill. After all, we all use Google on a regular basis to find things we're looking for. The second though, is what's important. An Internet Research Specialist understands the unique research needs of copywriters and direct-response marketers. They understand what types of proof and credibility elements can help your copy sell more - and know how to dig up that information and share it with you so you can use it in your copy. How Can You Benefit From Using A Researcher? A good Internet Research Specialist will take over the long, slow, boring process of sifting through hundreds upon hundreds of web search results to find the information you need - and deliver only the most relevant, response-boosting resources you can use to beef up your copy. What may have consumed 25%-50% of your copywriting time is now done for you - so you just have to pull from a focused document that will give you all the proof you need (complete with source information for citations). This means you can spend your time focusing on where you provide the most value - writing copy. And, you can take the extra time you've just been given as more time off, or to significantly increase your output and earning potential. What Does The Researcher Actually Give You? So, you may be wondering what you'd get as a deliverable from an Internet Research Specialist. Well, to some degree, that's up to you. If all you need is a credible quote to support the use of glucosamine and chondroitin in managing joint pain, they may just give you a list of five to pick from. If you want the story of someone who's owned Berkshire-Hathaway stock for at least ten years, you can ask them to find that person. Or, if you need a resource reference guide for writing an entire promotion on investing in the hottest wind-energy stocks, you can rely on a researcher to deliver you pages and pages of information on wind-energy industry history and trends, and the companies that are major players to watch. thesis writing
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