Do you know how to look for information for effective copywriting? With a quality search, you will become a “prophet” with an open door to customer hearts. The best copywriter does not want to visit even the blackest corners of the Internet when searching. Do you know them?
I understand search as searching and gathering information. These can be collected in really incredible places. No, it must be believable, otherwise the information would be useless to you.
The most common evergreen is the claim that a copywriter should annoy a client in obtaining information until he lets go of his last hair. Um, information.
Some clients like to release information. But some are unspoken, bothered by any question. And we will not lie to ourselves. Even such a client is usually a well-paying customer. Such copywriting stories about annoying clients and employees until they have our teeth full, but we still get the information from them. They are quite hair-raising.
When the client does not want to talk (talk), he just spies and doesn’t talk. And he often doesn’t remember the things you want him to. Eventually, he will talk to you in the finished texts anyway, he will want to remake them, he will start to remember. But the beginning is simply up to you.
The client says, “I pay you to write it.”
Well, where to get that information now?
Resources for the copywriter
- Customers client
- Internet and its mostly 100% trusted sources
I know, I know. I’m a little contradictory. But you just have to get the initial information from the client, such as: what does he actually want to write about, what is it supposed to be about, why does he want it (mostly in order to make money)? You don’t even want more information from the client. So not the obvious ones at first glance. For clients, you have to listen the most between the lines.
The reason why you don’t want information directly from the client is the fact that you usually learn nonsense and clichés.
In order to have something to read between those lines, you need to thoroughly prepare the questions and then improvise. I really like to improvise, but I always have a few questions to start with.
Me: “So what makes you better than the competition?”
Client: “Especially quality.”
And then comes the improvisation.
I remember one client I led to insanity. I just tried to explain to him that quality is really offered by every company.
Client: “We are better. Superior. That can’t be compared! ”
I smile, “That’s what everyone says, too.”
Client: “Jesus! Look at those billboards all around. What a scum! You can’t watch it! ”
Me: “They’ll be fine.”
Client: „Grrgrrrr !!! But thanks to the technology we use, we can do it in a third of the time and at half the cost. At the same time, we have better materials and constructions. ”
A boom. We have an advantage that you will not get from the client with a normal questionnaire, because he will always tell you that it is the best in the world.
Is the story pulled by the hair? And yet it happened.
2. Client customers
There are clear reasons to exploit this resource. He will tell you the truth. The best are long-term customers who order repeatedly. They know why they do it. It’s up to you to get the reasons.
- Why do you order there?
- What does this solve for you?
- Can anyone else do that?
- If so, why not order there?
People don’t go to the library much today. The Internet is a modern treasure trove of information. Deliberately try it sometime. You must learn to obtain and evaluate that information immediately so that it does not become Pandora’s box for you.
Mostly 100% trusted sources
That’s where the search for information usually begins. So before that on Google. I put it here at the end. On Wikipedia, it doesn’t have to be just about professional texts. A really large amount of different information can be obtained on the Wiki. About companies, about people, about fields.
You know the college system for detecting plagiarism. Try entering a product name or anything else in the search box. Suddenly, unknown possibilities will open up for you. And also diplomas :-). In these, the topic is often perfectly analyzed from all sides. The advantage is that it shouldn’t usually be nonsense, but it should be really essential information.
This is not a forum. Check out the discussion forums. Clearly, this is not a 100% trusted source. Blue Horse, Vinted, Live Forum, Tzb-info, Energoportal and we must not forget the legendary Emimino. These are wells overflowing with information, experience, and, of course, nonsense. Go through them quickly, soak up the information, let the manga clap. In fact, a climber. Hehe.
Google Scholar is a free web search engine, part of Google, that indexes full texts or metadata from the literature across a variety of formats and disciplines. I copied that from Wiki :-). Well, you simply get professional information from really well-founded people with it.
Is it worth breaking it down? He doesn’t.
SlideShare is a service for sharing presentations. She also likes to be abused by linkbuilders. As a copywriter, you will find a lot of presentations and therefore information sources from various fields.
This is a bit more laborious way of searching. The problem with podcasts is that they have to listen. This is time-consuming. They lack the visual side that videos have. It simply doesn’t move well in podcasts, due to faster information retrieval, as is the case with video. The best are podcasts with transcripts or at least well-written content about what is being discussed in the podcast.
Save and the others
The store is not only used to search for full versions of care. On it you can find quite rare documents, presentations, leaflets, minutes of lectures and meetings, pictures and stolen books.
Web archive and his Wayback Machine. Many of you certainly don’t even know this. If podcasts are a laborious way of searching, then this is really ant work.
You can recall old versions of web pages on Archive.org. Probably until 2001. And this is only a well of knowledge and wisdom. On those original websites, you can obtain valuable and interesting information that your clients, business owners will not even remember. The archive will recall them. But it’s a little harder. Not everything then works on the old site. Mostly it’s slow, but really hearty. Try it.
Google operators = better google
Google operators are part of near-normal Google. They will only help you refine your queries that you ask the search engine, and thus refine its results. Operators are entered into the Google search box. You can cast different spells with operators. There are several, but these are the most useful for the copywriter.
- Quotation marks – When you put a query in quotation marks, Google returns the exact match for your search term.
- intitle: search query – with this operator you will search in page titles.
- intext: “search query” – will search for text (search query) on pages.
- site: example.cz search query – You will only search for a query at the address you entered.
A conclusion would be useful here, but I can’t think of anything. So the conclusion.