On subjects that we know almost nothing about, copywriters are frequently asked to write blogs, eBooks and web material. It is then up to us, very quickly, to become experts on an issue... Or at least sound enough to make compelling copies like experts!
Your first step, if at all possible, should be to talk directly to the business owner, customer, subject of the interview or whoever asked you to write for them. It is straight from the source that the best way to get the data you need is. The insider experience and expertise that you can get by interviewing your customer first-hand is absolutely no alternative.
Copywriters must have unlimited access in an ideal scenario to get the information we need from our customers. But what if you can't get feedback from the client that you need? More than you think, it happens. Either the consumer is too distracted, unable to talk, or just not sure what their content is about. The content still needs to be published, in any case!
Usually, here is the method I adopt when writing for a tricky subject area:
π Start with the Site of Your Client
And if your client can't get the advice you need, hopefully they already have a website up and running where you can look for content ideas from.
Many times, I've had customers forget to note that on their web they have a massive resource section or blog posts worth years.
If you can't get them to give you the data you need, comb through their website, watch their videos, and grab all of their free content to make your research a starting point.
π If other people talk about it Find Out
The subject you're writing on may range from something that you're vaguely familiar with such as fixing appliances) to something that you don't understand (professional dog training techniques). In either case, I start by trying to figure out how people talk about the topic and what they're talking about specifically.
Depending on the audience for the material you write, you can approach this step of your research in a variety of ways. You may want to find out how the rivals of your customers talk about this specific issue, how customers talk about it or even how other industry experts talk about it.
You will start to find popular points that you should include in your copy as you begin to get a better understanding of your subject.
π€ Find Other Commentators
So maybe you don't have access to the expert (your client) you want to talk to, but that doesn't mean you can't find another person who can help.
Find out which people, businesses, or organisations will be considered to be an expert on your subject. For blogs, downloadable tools and helpful links to other similar sites, scour their websites.
Collaborate & call for assistance
Don't be scared to reach out to anyone you can to find someone who is more knowledgeable than you are about the issue. You never know who has a secret passion or skill among your friends or colleagues and will be willing to share knowledge about the topic you are writing about, know someone who can support, or at least guide you to resources that might be of use. I don't hesitate to ask my colleagues when I undertake a more difficult project, "Hey, do you know anything about that?"
