Although I have not been blogging for the last few days, I have, as usual, been publishing articles to the main section of superperformance.com.
I want to call your attention to an article by guest author Janice Pettit called “Where and How to Learn Exactly What People Want to Buy.” In the article she covers the five main venues for product selection research: keyword research, competitor research, Amazon.com research, social media research, and client/subscriber surveys.
It occurred to me when I was reading her article, that there are some things many authors (including me) often fail to say when we are writing something so basic. One of those things is that research, even on one idea or product, is a “rinse and repeat” formula.
The process that Pettit outlines in the article may not yield all the results that you need the first time around. For example, you may find that you need to repeat keyword research several times to find the right keywords to describe a product that fits for you. Not to mention that keyword research and competitor research will be an ongoing process for each product even after you have successfully launched that product.
After all, your competitors are constantly researching as well, and will be changing their keywords and approaches in response to what you do.
Furthermore, while you don’t need to be an “expert” on the products you sell, you do need to be reasonably knowledgeable about those products. You need to keep up with changes, upgrades, new viewpoints and so forth. The more intelligently you can present your products and the benefits they offer your customers, the more you stand out from your competition. Have you ever noticed how often product creators, such as manufacturers, reposition their products as “new and improved?”
You can’t research a product once, offer it to your customer base, and forget it. Market research, product by product, along with new sales copy is continual.
Read Pettit’s article, but keep in mind that there’s lots more work involved than you might think at first glance.