Two Crucial Things You Must Do Before Writing a Word of Copy

Noman Shaikh
2 min readJun 21, 2022


Copywriting is selling. If you’re writing for conversions you need to make sure your copy persuades readers to take action.

Every successful copywriter prioritizes research.

Copy is not written. If anyone tells you ‘you write copy’, sneer at them. Copy is not written. Copy is assembled. You do not write copy, you assemble it. You are working with a series of building blocks, you are putting the building blocks together, and then you are putting them in certain structures, you are building a little city of desire for your person to come and live in.

- Eugene Schwarts

But what should you research? Where should you start?

Here are two things, you should focus on before you write a work of copy:

1. Customer Persona

If you are writing for everyone, you are writing for no one.

The more specific your message is, the better. Narrow down your message to one person.

Get specific. What is their age? What is their profession? What are they frustrated about? What is keeping them up at night?

The more details you have the more empathy you’ll be about to have in your copy.

Do the research about them in Reddit groups, search for them in local places and talk to them. Find their deepest desires.

2. Research the product

You know about the features that your product is offering. But what are some deep benefits?

What are the problems that your product solves and how you can position it better than your competitors out there?

Make 3X3 cards and write down the features of the product. Now write down the benefits.

To find the deep benefits, ask so what after you explain a feature, you’ll have a benefit. Ask so what again and you’ll have the benefit of the benefit.

Once you’re done with the benefits, write down the objections your target customers could have.

What would stop them from purchasing? Would they think of the price as expensive?

Make a list of objections and how you can address them in your copy.

Now, when you sit there to write the actual copy, you’ll see it writing itself.

Read this post and more on my Typeshare Social Blog



Noman Shaikh

Copywriter & Marketing Consultant | Crazy about psychology and human behaviour | Web: