Lesson One: Research and Excavation

Module Two /

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Now that you're starting to look at copy more critically, it's time to begin taking those analytical steps in your own copy. We can start applying those principles to your copy by really constructing it meaningfully from the ground up.

Before we write, a lot of prep work goes in. Copy is more often than not assembling in the sense that we don't just kind of sit down at our keyboards and start writing. We gather things first.

I know when I write for my clients, I don't sit down and start writing. I do research. I learned about their brand. In this course, are your own client. It's important to understand where you are in your business, where you want to go, and how your business is represented. At the same time, if we only pay attention to ourselves, we miss a really big portion of what copywriting is meant to do, and that is to speak to our ideal clients.

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Lesson One: Research and Excavation

Lesson transcript

Now that you've learned about customer research, it's time to put this lesson into practice! Use the resources in the lessons to begin conducting your customer research. Use the customer phrasing matrix to begin making sense of the insights you gather so it's in a ready, usable form for the brand messaging module!

As you work through your research process, share your process in the Slack group and let us know how it's going! What obstacles are you running into? What interesting insights are you discovering?

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