You want to remove any guessing about your dream client and be so sure of what they're going through. So that all of your messaging sounds as if it was created just for them. That's when the big conversions happen.

Million Dollar Messaging: Use Market Research to Write “OMG, She’s In My Head” Copy

Have you ever felt like you’re doing all the right things, but your messaging just isn’t landing? You’re showing up, you’re writing content, you’re launching—but the engagement isn’t there, and sales aren’t where you want them to be.

If that sounds familiar, you’re in the right place. Today, I’m about to give you a look into my process for doing simple market research to elevate your messaging, increase engagement, and boost your conversions.

Why Market Research Matters

Market research is the foundation of compelling, high-converting messaging. When you deeply understand your audience—their fears, desires, and struggles—you can craft copy that makes them think:

• “Wow, she really knows how I feel.”

• “That’s exactly what I’ve been journaling about.”

• “How did she know that?”

When your dream clients feel like you truly understand them, trust builds. And trust leads to conversions.

What Happens When You Skip Market Research?

If you don’t take the time to conduct proper market research, here’s what happens:

• Weak or generic messaging that blends in with every other entrepreneur in your niche.

• Low engagement and poor conversions because your content doesn’t resonate.

• Launching offers that don’t sell because they haven’t been validated.

• Attracting the wrong audience because you’re using the wrong language.

Sound familiar? If so, don’t worry—because I’m about to walk you through exactly how to fix it.

How to Conduct Market Research (Step-by-Step Guide)

Step 1: Find the Right People to Interview

Your market research calls need to be with actual dream clients, not just anyone who will chat with you. Here’s where to look:

• Current or past clients who fit your ideal client profile

• Engaged followers on social media (those who comment, DM, or share your content)

• Facebook groups where your dream clients hang out

• People who have expressed interest in your offer (even if they haven’t purchased yet)

Step 2: Schedule 3-5 Calls

These calls don’t need to be long—just 20 to 30 minutes each. The goal is to get inside your audience’s head and hear their real thoughts, fears, and desires.

Pro tip: Schedule these calls within one week so you can keep momentum and take action on the data quickly.

Step 3: Ask the Right Questions

Choose 8-12 questions from my free Market Research Blueprint guide (you don’t need to ask all of them):

You don’t need to ask everything—just the most relevant questions. Here are a few examples:

Identifying Pain Points & Frustrations

• What’s your biggest struggle when it comes to [problem your offer solves]?

• What have you tried before that didn’t work?

• How does this problem affect your day-to-day life?

Understanding Desires & Goals

• What would an ideal outcome look like for you?

• If you could wave a magic wand and fix this, what would change?

• Why is this so important to you?

Validating Your Offer

• Have you invested in a similar solution before?

• What made you hesitate before buying?

• What would make you feel confident in investing in a solution like this?

• What is your biggest frustration with [problem you solve]?

• Why do you think you haven’t had success yet?

• How long have you been struggling with this?

• What have you tried in the past? Did it work? Why or why not?

• What’s your ultimate goal in this area?

• If you could wave a magic wand, how would things be different?

Bonus tip: Use the “5 Whys” method. When someone gives you an answer, ask “Why?” five times to get to the deepest emotional drivers.

Step 4: Listen More Than You Talk

Make your interviewee feel comfortable. Use silence to encourage them to open up. Don’t interrupt. Don’t lead their answers. Just listen.

Record the calls (with permission) so you can focus on the conversation instead of frantically taking notes.

Step 5: Use Their Exact Words in Your Copy

After your calls, go back through the recordings and pull out:

• Exact phrases and words they used to describe their problems

• Common themes (e.g., recurring fears, struggles, or desires)

• Specific emotions (e.g., frustration, overwhelm, excitement)

Then, use these words verbatim in your content. When your audience sees their own thoughts reflected in your messaging, they feel an instant connection.

Expanding Your Market Research for Deeper Insights

Validate Your Offer Before You Create It

One of the most powerful aspects of market research is its ability to help you validate your offer before you create it. Ask yourself:

• Does my audience truly need this solution?

• Have they tried something similar before?

• Are they actively looking for a solution, or will I have to educate them first?

• What objections do they have about investing in this type of solution?

Common Market Research Mistakes to Avoid

1. Not interviewing enough people – A small sample size leads to misleading insights.

2. Only talking to current clients – You need fresh perspectives to understand evolving needs.

3. Asking leading questions – Let them speak naturally rather than steering them.

4. Not documenting responses properly – Keep an organized spreadsheet or doc.

5. Failing to act on your research – Data is useless unless you apply it to your messaging.

Advanced Market Research Techniques

1. Using Surveys for Additional Insights

Surveys can supplement your research by capturing broader audience trends. Keep them short and focused:

• Use multiple-choice for easy analysis.

• Include open-ended questions for deeper insights.

• Offer a small incentive for completion (e.g., a free guide or discount).

2. Leveraging Social Media Polls & Comments

Your audience is already engaging with you—use that! Post questions in stories, LinkedIn polls, or in your Facebook group to gather insights in real time.

3. Analyzing Competitor Reviews & Testimonials

Study Amazon book reviews, competitor testimonials, and online forums. Look for:

• Repeated complaints or praise.

• Gaps in existing solutions you can fill.

• The exact wording customers use to describe their problems.

4. Testing Messaging with A/B Split Testing

Once you have insights, refine your messaging with A/B testing:

• Test different email subject lines based on audience pain points.

• Compare two versions of a landing page to see which copy converts better.

• Run social media ads with different messaging to gauge response.

Turning Market Research into Million Dollar Messaging

Once you have your market research data, here’s how to apply it:

1. Create a "Voice of Customer" Bank

Keep a Google Doc with all the insights from your research. This makes content creation 10x easier because you can pull real phrases instead of guessing.

2. Use It to Validate & Position Offers

Before creating a new offer, check your market research:

• Does your audience actually want this?

• Are they willing to pay for it?

• What are they currently struggling with that this solves?

3. Weave It into Your Copy & Content

• Sales pages: Use exact phrases from your research.

• Emails: Open with a pain point they described.

• Social posts: Mirror their thoughts to create engagement.

• Webinars & trainings: Address their fears & desires directly.

Final Thoughts

Market research is the difference between struggling to connect and becoming a trusted expert in your niche. When you do this watch your engagement, leads, and sales grow.

If you want a simple workbook to performing MR and gathering deep insights into your dream clients, grab my free Market Research Blueprint.

Erin xx

Thank you for listening to this episode of Copy to Freedom: The Podcast. Subscribe for more lighthearted, inspirational, and actionable chats about business, marketing, and reclaiming your freedom.

Connect with Erin:

Website: https://erinmorris.co/

Instagram: @LaunchWithErin