research-four-steps

The Four-Step Market Research Method

R — Original Text (Reading)

"You can obtain the information you need through the following 4-step process: obtain all old materials related to the product → ask questions related to the product → ask questions related to the advertising audience → determine the purpose of the copy"

— Robert Bly, Chapter 5, 5.2

I — Methodological Skeleton (Interpretation)

A systematic information collection framework for copywriters before they start writing, ensuring that 90% of the material is ready before writing begins:

Step One: Obtain All Old Product Materials Source list: old advertisements, brochures, annual reports, product catalogs, technical documents, product descriptions, audiovisual scripts, press releases, market research, advertising plans, websites, customer letters, back issues, competitor materials. For new products, you need: internal memos, technical communications, product descriptions/design drawings, prototype photos, engineering drawings, marketing plans.

Step Two: Ask Product Questions (20 Questions) Core question list: What are the features/benefits? Which one is most important? How is it different from competitors? What problem does it solve? What is the price? Is there a guarantee? It includes a comprehensive product scan from function to pricing to after-sales service.

Step Three: Ask Audience Questions (9 Questions) Who will buy? Why buy? Why buy now? What are the purchase considerations (price/performance/service)? What are the buyer's characteristics? What are the purchase motivations? How many types of targets does the copy need to appeal to?

Step Four: Determine the Purpose of the Copy 11 possible purposes: direct sales, generating leads, answering questions, screening customers, increasing foot traffic, introducing new products, staying in touch, conveying new information, building a brand, shaping an image, providing marketing tools.

A1 — Application in the Book (Past Application)

Case 1: Research Provides 90% of the Material

Problem: How can a copywriter prepare efficiently?
Use of the methodology: First research background materials to obtain 90% of the material, then supplement it through interviews for the remaining 10%
Conclusion: A writer who does not do research can only write empty advertising slogans — "specific details are what have selling power"
Result: The deeper the research, the more persuasive the copy

A2 — Trigger Scenarios (Future Trigger) ★

In what situations will users need this skill?

Receiving a copywriting assignment for a new product/new client and not knowing where to start
Needing to write an advertisement about an unfamiliar product
Having written several versions of copy but all of them feel empty and lack specific details
Preparing a proposal/pitch and needing to quickly gain an in-depth understanding of the product and market

Language Signals

"I need to write copy for XX, how do I start"
"How do I write copy if I don't understand the product"
"The copy comes out too empty"
"How should I prepare to write good copy"
"Help me sort out the selling points of the product"

Distinction from Adjacent Skills

Difference from feature-to-benefit : this skill is "collecting material," while the latter is "transforming material"
and bfd-formula difference: this skill is product/market research, the latter is customer psychology analysis

E — Executable Steps (Execution)

Collect all product-related materials
- Request from the client according to the materials checklist
- Search Google for product keywords and competitors
- Completion criteria: at least finish reading all existing materials
Scan the product with the 20 questions
- Answer the product question checklist one by one
- Pay special attention to: core efficacy, differences from competitors, pricing, guarantees
- Completion criteria: every question has an answer or "needs further interview"
Scan the audience with the 9 questions
- Clarify the target customer profile
- Pay special attention to: purchase motivation, purchase considerations, decision process
- Completion criteria: able to describe a specific "typical customer"
Determine the copy's purpose
- Choose 1-2 main purposes from the 11 purposes
- Completion criteria: able to clearly state "after reading this copy, what should the reader do"

B — Boundary (Boundary) ★

Do not use this skill in the following situations

Urgent copy with tight deadlines (such as a social media post to be published the same day) — no time for complete research
The creator is already a product expert — no need to repeatedly research what they already know

Failure modes the author warns about in the book

Writing without doing research — "a copywriter who has not done their homework can only write cookie-cutter empty words"
Only collecting materials without organizing them — piling up materials ≠ understanding information

The author's blind spots / limitations of the era

The four-step method leans toward traditional information collection and does not involve digital tools (SEO keyword analysis, social media listening, user review mining)
Does not discuss balancing with research efficiency — excessive research can also delay delivery

Related skills (to be filled in Phase 3)

depends-on: {{}}
contrasts-with: {{}}
composes-with: [feature-to-benefit, bfd-formula]

Audit information

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Distillation time: 2026-05-03