If you want to write more persuasive copy, you need better insights from your research. But how do you get them? Sarah Levinger is my guest for the 448th episode of The Copywriter Club Podcast and we talked about research insights, trend spotting, how A.I. can distort your research analysis, and how to make your copy more persuasive. Click the play button below, or scroll down for a full transcript.

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Rob Marsh: Can psychology help you capture and hold the attention of your readers… then sell more of your products to your customers? This is The Copywriter Club Podcast.

On last week’s episode of the podcast, we talked about buyer psychology and how to use it to sell your products and services. It’s a great interview and I recommend you don’t miss it. This week’s episode is a kind of part 2 to that interview.

In addition to specific persuasion techniques, today we’re going to go deep on research and discovering insights that a good copywriter can build a sales argument. If you want to use the techniques we talked about last week, what we talk about in this interview will give you the baseline insights to make them so much more effective.

My guest today is Sarah Levinger, founder of Tether, a research insights platform that helps uncover emotional, behavioral, and identity-driven insights so marketers can connect on a deeper, more human level with their customers. And she uses A.I. to augment the process.

Sarah walks through the process and framework she created for finding the kinds of insights that resonates with customers. She categorizes comments and research data by emotion, which leads to a better set of avatars and marketing ideas based on emotion rather than taglines or words that get a little tired as prospects see them over and over in your ads and other marketing. 

Then Sarah goes even deeper than feelings to uncover beliefs—she talks about why in this interview. I think you’re going to like what she has to share about that.

Sarah also mentioned something about A.I. that I hadn’t considered before that kind of shifted the way I’m thinking about using tools like Claude and ChatGPT to analyze data. If you don’t understand this change, if you use A.I. in your research or analysis process, your copy will probably not connect as well you expect.

Before we get to my interview with Sarah, this episode is brought to you by The Copywriter Underground. If you haven’t jumped in to see what the Underground includes, now is the time. It’s guaranteed, which means you can join and if you don’t find the resources you need to grow your business, just let us know and we’ll refund your money. The Underground includes more than 70 different workshops—and accompanying playbooks to help you gain the skills and strategies you need to build your business. This week we’re adding another expert workshop all about how to create the perfect for you copywriter website. If your website doesn’t stand out or doesn’t help you land clients, you’ll definitely want to join us.

The Playbooks make it easy to find quick solutions to the challenges you face in your business everything from finding clients, conducting sales calls, using A.I., building authority on LinkedIn or YouTube or Pinterest, and dozens of other workshops. You also get dozens of templates including a legal agreement you can use with your clients, monthly coaching, regular copy and funnel critiques, and more. You can learn more and join today by visiting thecopywriterclub.com/tcu. 

And now, my interview with Sarah Levinger…

Thanks to Sarah for walking through her research and analysis process, how she uses—and doesn’t use—A.I., and we can all get better at spotting changes in trends before they happen. If you’re not already on Sarah’s newsletter, you definitely should be. She write about her research and shares case studies about how she’s applying the strategies and frameworks we talked about on this episode. There’s a lot to learn when it comes to making this stuff work and Sarah is one of the best.

I’ve linked to her site in the show notes as well as her brand new community if you’re interested in finding out more about that as well.

And of course there are lots of resources around persuasion and psychology in The Copywriter Underground. If you’re a member, you’ll find those resources in the new dashboard. And if you’re not a member, you can fix that now at thecopywriterclub.com/tcu.

That’s the end of this episode of The Copywriter Club Podcast.

If you like what you’ve heard, please share it with someone you know. Or, if you don’t know another writer or freelancer who you can share it with—and I find that very hard to believe—visit Apple Podcasts, Spotify, or wherever you listen to your favorite podcasts and leave a review. If you haven’t left a review, now is the time. I promise, when you share The Copywriter Club Podcast, your friends will thank you.

Don’t forget to check out The Copywriter Underground at thecopywriterclub.com/tcu.

See you next week.

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