Copywriting is 80% research and 20% writing.
I have worked on 25+ DTC product launches of an e-commerce startup in the past 1.5 years. This includes writing landing page copies, Amazon listings, and email launches.
The following research process has never failed to power any copy.
Message Mining- The Secret Sauce of Copywriting
Message mining is a process to discover your customer voice by scouting the internet as well as other resources (your customers and site visitors) you have at your disposal.
Here are 5 quick steps to do message mining in a strategic manner:
a) Make a list of keywords related to your brand, product type, competitor products/reviews)
b) Google "your keyword + reviews". In place of "reviews", you can also use "questions", "Forums", "discussions", etc.
c) Check popular review sites & consumer reports for your product category (Amazon, Yelp, Trust Pilot, G2Crowd, Facebook pages, Google reviews, your own website)
d) Collect selected reviews/messages/comments etc., in a spreadsheet (use a Google form linked with a spreadsheet to store strategically)
e) Categorize and ran messages based on what they talk about (M, V, A)- motivators/pain points, purchase prompts, objections, etc.
To do message mining from your site visitors and customers, use surveys and polls through smart triggers on your website (for visitors) and via email (for existing customers).
Doing this process helps you get into the shoes of your customer and write a full, emotionally charged copy for any medium.