{"id":80153,"date":"2022-09-26T14:14:00","date_gmt":"2022-09-26T18:14:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=80153"},"modified":"2022-10-05T14:19:17","modified_gmt":"2022-10-05T18:19:17","slug":"customer-research","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/customer-research\/","title":{"rendered":"Why Customer Research Creates Successful Headlines"},"content":{"rendered":"\n

What is the point of customer research? How can customer research increase sales numbers?<\/p>\n\n\n\n

There are three areas of customer research that will help you target the most relevant customer need. In Breakthrough Advertising<\/em>, Eugene M. Schwartz teaches you how to write up excellent headlines based on the findings from your customer research.<\/p>\n\n\n\n

Below we’ll look at why headlines and customer research are important in advertising.<\/p>\n\n\n\n\n\n\n\n

The Three Purposes of Headlines<\/h2>\n\n\n\n

According to Schwartz, the headline is the first and most important component of the advertisement that you should work on when thinking about conducting customer research. This is because a headline serves three purposes:<\/p>\n\n\n\n

1) It captures attention by making a dramatic statement or inspiring curiosity.<\/strong> For example, \u201cIf you don\u2019t read this, you\u2019ll lose $1,000 this year,\u201d or, \u201cThe money-saving secret fuel companies don\u2019t want you to know.\u201d<\/p>\n\n\n\n

(Shortform note: Research backs up the necessity of provoking interest or stimulating curiosity with your headline: The average attention span is just 8.25 seconds<\/a>. If you don\u2019t engage people\u2019s attention within this time, they\u2019ll automatically switch their attention to something else and you\u2019ll lose your chance of appealing to them.)<\/p>\n\n\n\n

2) It resonates with what customers want<\/a> and promises to fulfill a specific need. <\/strong>Customers rely on headlines to judge whether the advertisement\u2019s copy is relevant to them <\/em>and, therefore, worth reading. For example, the headline \u201cFill your gas tank for half the price,\u201d is highly relevant to budget-conscious car drivers, so they\u2019ll have a good reason to read the rest of the copy. Meanwhile, non-drivers will have little reason to learn more by reading the rest of the copy. <\/p>\n\n\n\n

(Shortform note: Charles Duhigg (The Power of Habit<\/em><\/a>) sheds light on why people scan headlines and automatically ignore advertisements that don\u2019t feel relevant to their needs. Your brain seeks out ways to avoid information overload so that it can function efficiently<\/a>. It achieves this by creating automatic routines and decisions based on what you do or pay attention to most often. These stored patterns allow you to get through your day without having to pause and consciously think about everything you do\u2014they account for more than 40% of your daily decisions and behaviors, including what advertisements you pay attention to.)<\/p>\n\n\n\n

3) It establishes the premise that your copy will expand upon.<\/strong> For example, following from the headline above about half-price gas, readers can expect the copy to address how expensive gas is and why this is a bad thing before explaining how to get a cheaper deal.<\/p>\n\n\n\n

(Shortform note: Research adds additional insights into how headlines influence a reader\u2019s expectations of the copy: Headlines affect what parts of the copy readers focus on and what information they\u2019re able to recall<\/a>. A headline frames the copy by drawing attention to certain details or specific points of view that influence the way readers perceive and interpret the text. Because they expect<\/em> the copy to discuss the content within the headline, they actively seek out<\/em> the information that supports those details. And, because readers pay more attention to the information that upholds the headline, the details they later recall coincide with the headline\u2019s main theme.)<\/p>\n\n\n\n

Schwartz argues that the key to creating a headline that captures attention, resonates with customers, and establishes the premise that your copy will expand upon lies in researching three things about your customers:<\/p>\n\n\n\n

  1. What they want<\/li>
  2. How aware they are of your product<\/li>
  3. How aware they are of competitive products<\/li><\/ol>\n\n\n\n

    Let\u2019s explore each of these three areas of research in detail.<\/p>\n\n\n\n

    Research Area #1: What Customers Want<\/strong><\/h3>\n\n\n\n

    To create a compelling headline, you must first understand what customers want. Schwartz argues that it\u2019s not possible to convince<\/em> customers to want something. Instead, you must understand what they <\/strong>already<\/em><\/strong> want and figure out a way to frame your product as the only solution to fulfill their needs<\/strong>. <\/p>\n\n\n\n

    Schwartz claims that you can effectively frame your product by following a two-step process: <\/p>\n\n\n\n

    1. Analyze your product.<\/li>
    2. Align your product with the most dominant customer need.<\/li><\/ol>\n\n\n\n

      Let\u2019s explore these two steps in detail.<\/p>\n\n\n\n

      Step #1: Analyze Your Product<\/h4>\n\n\n\n

      Schwartz argues that the more you know about your product, the easier you\u2019ll find it to create positive associations between what customers want and what your product offers. He suggests that you list the materials used to create the product, the technical specifications, the aesthetic details, and all of the different ways customers might want to use your product. <\/p>\n\n\n\n

      For example, say you have a dating app you want to advertise, and you\u2019re analyzing how it functions and what it offers. You note all of the different features the app includes, such as the ability to view other members\u2019 profiles and chat directly with them, the number of members it hosts, the advertisement-free interface, and the subscription price. You also note that members may want to use it to develop friendships as well as romantic relationships.<\/p>\n\n\n\n

      Step #2: Align Your Product With the Predominant Customer Need<\/h4>\n\n\n\n

      Once you\u2019ve noted every detail about your product, group each item on your list against a specific customer need that it satisfies<\/strong>. This will help you understand what motivates customers to purchase products similar to yours. Schwartz notes that, as you connect your product\u2019s attributes to specific customer needs, you should consider that customer needs fall into two categories: <\/p>\n\n\n\n

      1. Primal needs:<\/strong> These are deep-rooted emotional needs that all<\/em> customers seek to satisfy, such as feeling healthy, happy, accomplished, or loved. For example, customers might subscribe to dating apps because they\u2019re motivated by the need to feel loved.<\/li>
      2. Shifting needs:<\/strong> These are surface-level needs that fluctuate according to market trends and expectations. For example, customers might choose your dating app because it promises an advertisement-free interface. They only want<\/em> this feature because most paid apps in the market function this way\u2014thus, leading customers to expect<\/em> an advertisement-free interface for all paid apps.  <\/li><\/ol>\n\n\n\n

        Finally, choose the customer need that applies to the largest potential market for your product and target this need in your headline<\/strong>. For example, your research indicates that the need for love motivates more customers than the need for an advertisement-free interface. Therefore, you choose to frame your app as the best solution for finding love.<\/p>\n\n\n\n

        Research Area #2: Customer Awareness of Your Product<\/strong><\/h3>\n\n\n\n

        Once you\u2019ve chosen the specific customer need your headline will target, find out how much they already know about and feel like they <\/strong>need<\/em><\/strong> your product<\/strong>. This will help you determine what type of information<\/a> you should put in your headline to capture attention.<\/p>\n\n\n\n

        According to Schwartz, customers move through five different levels of awareness as they learn more about your product.<\/strong> Each level of awareness determines how much information you must provide in the headline to get customers to consider your sales pitch. <\/p>\n\n\n\n

        Schwartz suggests that you should find out what level of awareness the majority of your customers currently <\/em>have and write a headline that caters to how much they know about your product<\/strong>.<\/p>\n\n\n\n

        Research Area #3: Customer Awareness of Your Competitors\u2019 Products<\/strong><\/h3>\n\n\n\n

        Once you\u2019ve figured out what your customers want and how aware they are of your product, find out how aware customers are of competitive products<\/strong>. This will help you determine how much emphasis to place on distinguishing your product from similar versions in the market.<\/p>\n\n\n\n

        Let\u2019s explore Schwartz\u2019s advice for distinguishing your product for two different types of customers<\/a>:<\/p>\n\n\n\n

        1. Customers who are unaware of competitive products<\/li>
        2. Customers who are aware of competitive products<\/li><\/ol>\n\n\n\n

          Customer Group #1: Unaware of Competitive Products<\/h4>\n\n\n\n

          According to Schwartz, if customers aren\u2019t aware of similar versions of your product, your headline should be as simple and direct as possible. For example, \u201cFinally, an effortless way to find love!\u201d<\/p>\n\n\n\n

          Customer Group #2: Aware of Competitive Products<\/h3>\n\n\n\n

          If customers are aware of a few<\/em> similar versions of your product, Schwartz suggests that, instead of inventing a new headline, you simply expand on your competitors\u2019 headlines and elaborate on why your product is better than all other versions. For example, if a competitor uses the headline, \u201cAn easy way to find love,\u201d you can expand on their claim with: \u201cThe fastest and easiest way to find love.\u201d<\/p>\n\n\n\n

          If customers are aware of many<\/em> versions of your product, they won\u2019t be as receptive to new advertisements\u2014because they\u2019ve already heard all of the claims and have lost interest in this type of product. Schwartz suggests two ways your headline can revive customer interest in your product:<\/p>\n\n\n\n

          1. Emphasize a new, distinct benefit to distinguish your product from what\u2019s currently on the market. For example, \u201cThe only app to guarantee your perfect match in under 60 seconds!\u201d<\/li>
          2. Express an emotion or attitude to appeal to these customers. For example, \u201cFor those who know that life should be better.\u201d<\/li><\/ol>\n","protected":false},"excerpt":{"rendered":"

            What is the point of customer research? How can customer research increase sales numbers? There are three areas of customer research that will help you target the most relevant customer need. In Breakthrough Advertising, Eugene M. Schwartz teaches you how to write up excellent headlines based on the findings from your customer research. Below we’ll look at why headlines and customer research are important in advertising.<\/p>\n","protected":false},"author":14,"featured_media":79924,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[79,104,103],"tags":[759],"class_list":["post-80153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneurship","category-marketing","category-sales","tag-breakthrough-advertising","","tg-column-two"],"yoast_head":"\nWhy Customer Research Creates Successful Headlines - Shortform Books<\/title>\n<meta name=\"description\" content=\"Customer research allows you to understand what your customers know about your product and what they can get out of it. 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