People read for two main reasons: To educate themselves and to unwind. So, as copywriters, our primary questions are these: What do people want to know, and what do they want to read while relaxing. Gaining an insight into the mind of your readers will be an advantage when writing copy for them. Google offers a smorgasbord of services to conduct such research, and we’d suggest you use all three in tandem before putting pen to paper:
Fact: Data is becoming the most valuable commodity on Earth. Every online resource we make use of tracks our actions, building up detailed data sets. This information essentially gives us a look at human nature. If we can predict what people are most likely to do, we are able to tailor information to suit the person’s behaviour. Copywriters should take data-driven decisions wherever possible, looking at trends and historical information. This has become a critical element in the success of marketing and advertising campaigns.
First on our to-do list is Google Trends, a resource you’re going to fall in love with if you’ve never used it. With a simple keyword typed into the search box, copywriters can see how many online searches have been conducted for that keyword query. You can set the date range, the geographic location, and compare keywords to each other. Google Trends allows you to define categories of searches (images, news, and shopping), which is a handy tool if you’re writing copy for eCommerce websites or current affairs blogging. The research you conduct can be collated and downloaded to your device for sharing. Better yet, just share it straight to your social media or via email.
And lets you download a report or share your findings online.