Quick Tip:
Arthur Johnson Answers the Question "How Much Research Is Enough?"

New copywriters often ask "How much research is enough?" For the answer, we contacted master copywriter Arthur Johnson. Here's his take on this crucial aspect of developing a strong DM package:

Spend at least as much time on your research as you do on your writing. And if you want your writing to be really powerful, you'll do even more than that. Your research is where your originality comes from. The tidbits of information your research uncovers will make your copy believable and compelling. You cannot write a strong and believable proof section without good research.

If you do your research well, you'll probably hit on something that turns the "writing button" in your mind on. Research is where you will hit on your USP. Once you have enough research in the hopper, you can write at a steady rate. Then you'll be able to get really creative, instead of having to constantly interrupt your writing to check your facts.

When you're doing research and feeling like you're "wasting time," remember that good research not only makes the writing process much easier, it will also ultimately shorten the time it takes you to write your package.

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »


Click to Rate:
Average: 5.0
Published: May 3, 2004

Guest, Add a Comment
Please Note: Your comments will be seen by all visitors.

You are commenting as a guest. If you’re an AWAI Member, Login to myAWAI for easier commenting, email alerts, and more!

(If you don’t yet have an AWAI Member account, you can create one for free.)


This name will appear next to your comment.


Your email is required but will not be displayed.


Text only. Your comment may be trimmed if it exceeds 500 characters.

Type the Shadowed Word
Too hard to read? See a new image | Listen to the letters


Hint: The letters above appear as shadows and spell a real word. If you have trouble reading it, you can use the links to view a new image or listen to the letters being spoken.

(*all fields required)