The Code of Practice emphasises that professionals should “base copy on accurate information” and “conduct appropriate research to understand the subject matter.”
Research isn’t optional; it’s the foundation of effective copywriting. The better your understanding, the better your copy.
Discovery defined
Discovery is the process of understanding the product, audience, market, constraints, regulatory considerations, and success criteria before writing begins.
Research serves several critical functions:
You can’t persuade people you don’t understand. Research reveals what your audience cares about, what language they use, and what motivates their decisions.
Every product or service has a compelling angle. Research helps you find it, often in unexpected places.
Specific, accurate details can make copy more believable and resonant with readers. Vague generalisations don’t convince anyone.
Getting facts wrong damages your credibility and your client’s. Research prevents embarrassing errors.
Different sources reveal different things:
Talk to the sales team
Sales people hear customer objections and questions every day. They know what matters to buyers and what language resonates. Always try to speak with them.
Your client is your primary source. Get the most from them:
For technical or specialist topics, ask to speak with the people who really understand the product. Product managers, engineers, and long-standing employees often have insights the marketing team doesn’t.
Understanding your audience is crucial:
Nothing beats talking to real customers. Ask about their journey, their decision-making process, and what mattered most to them.
Reviews — yours and competitors’ — reveal what customers care about in their own words. Look for patterns in what they praise and criticise.
Where do your audience talk about problems your product solves? Reddit, LinkedIn, industry forums, and social media can reveal unfiltered opinions.
If the client has customer survey data or analytics, use it. Quantitative data complements qualitative insights.
Voice of the customer
Pay attention to the exact words customers use. Using their language in your copy makes it feel relatable and authentic.
Understanding competitors helps you differentiate:
Good documentation saves time and improves quality:
Compile key findings in one place: audience insights, competitive analysis, key messages, proof points, and quotes you might use.
Note where information came from. You may need to verify it or go deeper later. Prioritise primary sources, such as internal documents, official data and regulatory guidance, over competitor claims or industry hearsay.
Not everything you learn is equally important. Flag the insights that will most influence your copy.
A research summary shows your process and can surface misalignments before you start writing.
If information is missing or uncertain, document your assumptions and confirm them with the client.
Agree with the client whether your research is your own working material or an expected deliverable.
Research is the foundation of effective copywriting. The time you invest in understanding the audience, the product, and the market pays dividends in copy that actually works.
Don’t rush this phase. The insights you gather here will inform every word you write, and often provide the breakthrough that makes the copy compelling.