Keyword Research – Making Your Sales Copy Relevant
Research is the copywriter’s best friend. Even those who’ve been copywriting for decades still do research. They have to find out who their audience is, get inside their head, and give them what they’ll be interested in.
Luckily for you the research doesn’t take nearly as long as it once did because there are many tools out there that now give you the numbers, the keywords, and provide answers quickly and easily.
Personally I don’t look at these until after I’ve written something. I don’t want the keywords getting in the way. That isn’t to say I haven’t done a fair bit of research in the market in the past, so placing the keywords after is nothing more than replacing a few words. If you haven’t done previous research I highly suggest doing all of it before even getting started, just don’t worry about packing your articles or sales letter full of keywords to begin with. It will show in the writing and the value of those pieces will go down.
Now on to these valuable tools:
- Google’s Keyword Research Tool: This has more functionality and is more accurate than their External Keyword Research Tool. But if you just want to play around, go here:
You’ll start to get a feel for it.
- Market Samurai: This research tool focuses on RELEVANCY where Google does not. You can get it here: Keyword Analysis Tool – Market Samurai
- WordTracker: The sole purpose of this tool is to see what prospects are searching for as it relates to the natural questions they have about the subject. It’s essential as a part of my overall research.
You can find it here: keyword research tools for SEO, PPC, link building and blogging | Wordtracker
- SpyFu.com: SpyFu
What’s great about SpyFu is you can see (semi-secret) competitor AdWords campaigns and which words they are focusing on and which are converting for them. It’s a blessing in ultra-competitive markets.
These four tools can make all the difference. Whether you use one or all of them is entirely up to you.
Here’s one more thing to think about. Sometimes, it’s not the number of clicks which determines which keywords are “bell ringers”.
Sometimes, it’s finding “buyer keywords.”
For instance, a Client’s product may only be searched a few dozen times a month, but that’s a buyer keyword for sure. There may be less searches but the quality of the click is more relevant, and your conversion percentage goes up dramatically.
Again, the sole purpose for all these keyword tools in copywriting is to find out what prospects are searching for and the questions they have when they are searching.
Those questions will tell you what’s relevant.
Once you have this information, start to make long lists of words and phrases that will ring their bell. Then integrate your learning into writing the copy using the exact words your prospects would use.
Just remember, RELEVANCY is a big part of the copywriting, and when you’re using relevant research the sales copy almost writes itself.
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