My Research Process Before Writing VSLs/Copy

The research phase is the foundation of successful direct response copywriting, as it provides the raw material needed to create compelling, high-converting copy. Thorough research is essential before writing a single word of copy.

This is a summary of my philosophy/process I go through to deeply understand my product and potential angles in my copy and VSLs.

Research process (using an ergonomic back brace as the example):

1. Study Your Product ThoroughlyBefore you write anything, you must understand your product inside and out.

✅ Identify all the features of the product

• Example: An ergonomic back brace has adjustable lumbar support, breathable mesh fabric, and double compression straps.

✅ Convert those features into benefits

• Functional Benefit: What does the product do?
• Dimensionalized Benefit: How does this benefit improve their life in a tangible way?
• Emotional Benefit: How does this make the customer feel?

✅ Ensure the product is unique, valuable, and worth selling

• Example: This ergonomic back brace is doctor-recommended, lightweight, and fits discreetly under clothing, making it ideal for people who want effective back support without bulky, uncomfortable designs.

2. Research Your Market & CompetitionBefore positioning your product, analyze similar products in the market.

✅ Identify direct competitors

• Example: Competing products may include drugstore lumbar braces, sports rehabilitation belts, and high-end orthopedic supports.
• Research their materials, pricing, customer reviews, and unique selling points.

✅ Compare and contrast your product with others

• Example:

✅ Find unique angles to emphasize

• Example: If competitors focus only on pain relief, you can market all-day wearability, posture correction, and how it prevents future back issues.

3. Understand Your Prospect DeeplyA powerful sales message speaks directly to the customer’s deepest desires and pain points.

✅ Who is your ideal buyer?

• Example:

✅ What does your prospect truly want?

• Example: They don’t just want a brace—they want relief from constant pain that stops them from enjoying life. They want to wake up pain-free, play with their kids, and work without discomfort.

✅ How do they speak?

• Example: Look at Amazon reviews and Reddit discussions:
• Use their own words in your copy to build connection and trust.

4. Identify the Best Offer PositioningThe way you present your offer matters as much as the product itself.

✅ Your real product is the offer, not just the item itself

• Example: Instead of just selling a back brace, sell a pain-free lifestyle—freedom from discomfort, improved posture, and enhanced mobility.

✅ Study successful offers in your industry

• Example: Competitor A offers free shipping, while Competitor B includes a free eBook on back exercises.
• Your advantage: Offer a 30-day risk-free trial or a free posture-correction guide with every purchase.

✅ Consider the best timing for launching

• Example: Run promotions around “Back Health Awareness Month”, Black Friday, or New Year’s resolutions, when people are more focused on health and well-being.

5. Create a Research DocumentCompile everything into a centralized research document to streamline your copywriting.

✅ What to include:

• Customer pain points and desires.
• Competitor analysis.
• Key benefits and proof points.
• Language and phrases used by real customers.

✅ How this helps:

• Prevents writer’s block—you already have everything you need.
• Ensures your copy is customer-focused and based on real desires, not assumptions.

Final Takeaway:

Research doesn’t stop once you start writing. Great copywriters continually refine their understanding of the market, product, and customer.

Example Action Step:

Before writing your VSL/funnel copy for the ergonomic back brace, spend a full day researching:

1. Read at least 50 Amazon reviews of competing braces.
2. Analyze 3-5 competitor sales pages for pricing and positioning.
3. Look at forums (Reddit, Facebook groups) where people discuss back pain solutions.
4. Identify at least 5 emotional pain points your copy should address.