The Importance of Research in Copywriting

The panel of elite copywriters discussed the significant role of research in writing copy. They emphasized that understanding the customer is crucial and can lead to successful campaigns. They cited the example of a Domino's Pizza campaign, where the insight that customers were frustrated with not knowing when their pizza would arrive led to great success. They also highlighted the importance of developing a big idea and unique hooks through research. Additionally, they discussed the value of spending time editing and refining copy to create a smooth and effective final product.