love this part. So we have three kinds of research. You have customer research . you have product research and you have competitor research. And the purpose of customer research is to understand what it is that your audience finds most valuable. What are their burning pains What are their hopes .

 

 fears and dreams What are their wants and aspirations

And from there . we get into product research. We are going to look at our product . or even maybe our service . to then find out . “Okay . what’s the unique selling proposition . what differentiates us from everybody else that’s out there And how does our product specifically address the wants and the fears and the frustrations that our customers are going through that we uncovered in our customer research ” The third kind of research is competitive analysis .

 

 or competitor research. Then we look at everyone else

. maybe even just the top three compe Cell phone number list Denmark titors that are out there . to see what it is that they’re offering . what their unique selling propositions are. Because once we know what else our customers are looking at . then we know how to differentiate ourselves from the competition and everything else that’s out there.

 Dan Levy: Right. So once you’ve done all this research

. how do you collect that into one place and th en go ab Marc Aarons: Always. I definitely get messy out turning that into great copy Marc Aarons: Oh . so that’s also a great question. I like to use just one document to brain dump everything in . and it’s almost like writing the first draft.

 

 The research – you want to separate your research

process into collecting and then organizing your data. And if you’re doing it for a client . then there’s also the reporting process as well where you’re going to make it legible or understandable for your client. So the first step . you go through the research process .

 

 you collect everything . and you put it into those three different sections – the customer . the product research and the competitor research. Dan Levy: Is that like an Excel spreadsheet or Google doc or something like that Marc Aarons: Great question – Google doc. You can use an Excel spreadsheet. However .

 

 I actually use a combination of both. I

use Google spreadsheets as well as Google Docs. Google spreadsheets . especially . if I’m going to be going through a lot of blogs and blog comments and reviewing a lot of books on Amazon and things like that because that just keeps it neatly in one place.

 

 Then I’ll actually go into a Google document to create the narrative because I need to summarize it to about just one to two pages . which allows me to glance at it as I’m actually writing so I don’t get stuck in the writing process. Dan Levy: Yeah . I feel like we all have these secretly shameful .