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.

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Published: May 3, 2004

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