Gary Bencivenga's

“My golden rules for maxim-izing your response, revenue, and success as a copywriter, marketer, or entrepreneur.”

How to Research
Those You Hope to Persuade

Dear Marketing Maven,

Quick review.

By this point in your research, you’ve learned all you can about your product or service.

Now you must dovetail that knowledge with the wants and needs of your target market. For that I rely on…

Maxim #11:
Know your market or
you’ll have no market.

Before you write a word of copy, here are the questions you must answer about those you hope to persuade:

The 12 “Rs” of Powerful Motivation

To help you be thorough, harness your imagination as you explore the following list. Consider every possibility of these highly motivating 12 “Rs” and how each could be connected to your product’s most important users in any way:

By now, you’re probably thinking, “Please, Gary, enough research already! I gotta get started on my ad!”

To which I cheerfully reply with those famous words of late-night pitchmen…

But wait, there’s more!

If you want to win consistently, you must prepare better than your competition. There’s no other way. Alexander the Great, who never lost a battle, loved this maxim: “Before all else, preparation is the key to success." Benjamin Franklin expressed the same idea this way: “By failing to prepare, you are preparing to fail."

In any case, we’re almost done. But not before you must…

Research the Previous Advertising

Review the Media

Know the Winningest Offers

Keep an Eye on the Back End

But Don’t Get Stuck in Quicksand

As you can see, thorough research is time-consuming.

Nevertheless, don’t be put off by these long lists. You can get through most of the questions reasonably quickly. You’re not looking to assemble a massive encyclopedia about your market—just a reliable map of where your treasure will be found.

But don’t skimp on your research. Use the Master Research Checklists I’ve provided. This research will help you find the surest path to a winning ad. Assuming all other factors are equal, who do you think will win a marketing competition—the copywriter whose research has provided sure-footed guidance from these research questions … or a lazybones copywriter who tries to wing it?

The answer resides in all the right questions you ask.

And Don’t Be Afraid to Custom-Tailor This List

As I wrap up my advice on research, remember that any of these questions can lead to additional valuable questions. Let your curiosity lead you wherever it wants.

For example…

Early in my career I was asked to write about magnificently produced fine art prints.

One simple question—“How are these prints made?”—led to many others. I soon learned a great deal about fine art production, including why the paper must be “imported rag,” why special inks were used to ensure proper absorption and color fidelity, and why only a handful of printers in the world were capable of the highest production values demanded by my client.

These discoveries led to other questions that unearthed yet more reasons why these art prints were among the finest in the world and were even acquired by famous museums and well-known collectors, many of whom I named in my ad.

With the copy packed with so many interesting facts and impressive proof elements, all born of thorough research, my client’s prints sold out. The owners of this small, well-run firm were thrilled.

How do you know when your research is complete? When almost everything you find starts to be redundant. But as long as you keep finding new treasure, keep digging.

Remember, too, that no pilot of a major airline, not even a veteran pilot with 20 years’ experience, would dream of taking off without going through a preflight checklist. These research questions are your preflight checklist. Use them to soar high above mediocrity.

Next, you’ll be ready for what I call “The Ultimate Breakthrough Strategy.” You’ll find it in your next Maxim.

Until then, always remember…

Maxim #11:
Know your market or
you’ll have no market.

Sincere wishes for a good life and (always!) higher response,

Gary Bencivenga Signature

Gary Bencivenga


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