Rob Marsh – Research Mastery Download

Description

 

Bonus #1: How to Use AirTable to Organize Your Research
This bonus training from my friend, copywriter Ash Chow, shows you how to save and track the different ideas and concepts you uncover as you analyze your research. Don’t just copy and paste into a Google Doc where good ideas get lost. Use this method to organize your research so you’re ready to write from day one.

Bonus #2: Beyond the Research: How to Craft Launch Copy
Once you’ve completed your research, how do you use it to create the copy for a successful campaign? I asked white glove copywriter, Brittany McBean, to share her secrets for creating high-converting launch copy. If you write emails, sales pages, and other copy in support of a product launch, you’ll want to watch this bonus. Workshop originally presented at TCC(N)IRL in 2021.

Bonus #3: 5 Questions to Ask about Your Research
Copywriter Jennifer Havice is the author of the book, Finding the Right Message—probably the best book I’ve ever read on the subject of how to do research. Jen has forgotten more about research than most copywriters will ever know. When she speaks, she’s worth paying attention to. And this bonus workshop will show you what I mean.

I plan to add other bonuses to Research Mastery as time goes on. When you get the course today, you’ll also get all of the bonuses I add in the future so your skills stay up-to-date.

 

Key Benefits and Goals

 

The course is structured to eliminate writer’s block by ensuring you have a wealth of emotional, compelling insights before you begin a project.

The primary goals are to enable you to:

• Know Your Buyer: Understand their deepest fears, scariest challenges, hopes, dreams, and their overall worldview—even the things they won’t share with friends or family.
• Generate Ideas: Uncover dozens of ideas for copy, as well as new product, market, and promotion concepts.
• Write with Connection: Access the language and emotional triggers that make prospects feel truly understood, leading to higher conversion rates.

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The 4:20+ Research Method™ Outline

 

The course centers on the 4:20+ Research Method™, which involves exploring 4 critical research areas using over 20 different research techniques.

 

Core Components

 

• The 4 Critical Areas (The “Fab Four” Research Categories): The course teaches you why you must think like “George, John, Paul, and Ringo” to find all the necessary customer insights. While the exact names of the four categories are proprietary, the goal is a complete view of the customer.
• 20+ Techniques: Over twenty different techniques are provided for gathering insights before starting any project.
• Secret Perceptions:
  • The “Fighter Pilot” Perception Secret to immediately eliminate your assumptions and get inside the prospect’s mind.
  • The “Non-Obvious” Research Key that led to multi-million dollar breakthroughs for the author’s clients.
• The “Building Blocks” Lesson: A foundational concept that fundamentally changes your approach to writing copy once understood.

 

Research Questions

 

A significant part of the course provides a framework of questions to guide your research:

• 23 Questions to ensure you understand any product or offer inside and out.
• 18 Questions designed to guarantee you know your prospect better than they know themselves.

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Role of Artificial Intelligence (A.I.)

 

The course emphasizes using Artificial Intelligence (A.I.) tools like ChatGPT, Claude, and Bard the right way to enhance and speed up your research.

It shows you how to use A.I. for research outcomes such as:

• Conducting “Focus Groups”: Getting surprising, actionable insights even if you don’t have existing customer data.
• Analysis: Performing sentiment analysis, idea generation, and problem identification to quickly synthesize large