How to Research Your Facebook Ads Like a Pro – And Crank Out High-Converting Ads that Practically Write Themselves (Part 3)

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In the final part of this series I’m going to fill you in on the final pieces of the research puzzle. That means you’ll have everything you need to do kick-ass research – so you can write stronger copy than 99% of your competitors.

Here’s why your copy will be better than their copy…

Most business owners seriously can’t be bothered to do this level of research. In fact I often get told my research process is c.r.a.z.y.

Maybe the commenters are right. I have no idea.

But here’s what I do know about diving deep into the research:

  • I’ve never once had writer’s block…or been stuck for an idea – that’s right! I’ve never sat and stared at the Blank Screen of Doom. And you won’t either – when you follow my research process. That’s because when you do enough research, your upfront efforts will literally hand you your copy on a silver platter!


  • My ads are better than most ads – Conceited? Yup. Truth? Also Yup. Now I’m not a naturally gifted writer. Far from it. In fact when I was at school my English teachers told me I SUCK at writing.  

So why is my ad copy better than most? It’s because I work harder than most other people. And it’s because I go to depths most other people won’t go to in order to come up with ideas.


  • You get paid more when you do more research – When you do enough research – you have a superpower most others don’t. That’s because you know precisely what to say to your prospects to leave them salivating over your offers.

And when you say the right words to the right people at the right time, you have the secret to making money on command. 

Sure, it takes effort but do you want to make money? Or do you hope to bore your prospects into buying from you using beige copy that sounds just like everybody else? 


In parts 1 and 2 of this series you’ve already discovered how to: 

  1. Tap into your prospects’ core fears and desires – so you can push their hot buttons and trigger immediate action
  2. Uncover a “Gotta Have It” USP – so you’re the ONLY choice for your dream prospects

So what will you discover in Part 3?

You already know WHAT you need to uncover during the research process. So Part 3 in this research series is all about the WHERE and the HOW.

Stick around and here’s what you’ll discover. 

  • Research treasure troves – jam-packed with golden copy nuggets you can use to inspire effortless writing…
  • The ethical way to spy on your perfect prospects – without being creepy or getting busted for doing market research… 
  • How to get paying customers to write your copy for you – it’s so easy, you’ll wonder why you waited so long! 

Let’s get started! 

7 Research treasure troves to

inspire effortless writing

I’d be lying if I said research isn’t a tad tedious – but we really can’t complain. Before the internet, copywriters had a much tougher job when gathering research to write their copy. 

…Think, hanging out in supermarket aisles – and badgering pensioners to discuss their incontinence pad needs…


…Interrogating Aunt Betty at the family reunion about her blood pressure…


…Totally awkward and unnatural focus groups where participants get paid £50 to lie about your products…

We have it easy! That’s because the internet gives us almost unlimited sources to tap into, to learn about our prospects and our competitors. Here are a small selection of my favourite research resources:

1. Amazon Reviews – Got a product for sale on Amazon? (Don’t worry if you don’t – there’s a simple workaround that I’ll share in a second).

Some customers leave the most spectacular product reviews. These reviews tell you a hell of a lot about what goes on in your buyer’s mind right before they hit the Order button.

Use these comments to extract your prospects’ pain points, aspirations, objections and buying criteria.

If you don’t sell your own books or products on Amazon, fear not! You can always pick apart your competitors’ reviews. While they won’t tell you what buyers like about your products, they will tell you what they don’t like about your competitors – which is super helpful when generating ideas for your USP.

If Amazon’s not working for ya – you can always try…


2. Trust Pilot or Shopify Reviews – Similar to Amazon reviews, Shopify and Trust Pilot are great sources of information when you’re researching your avatars and your competition. 

What’s the key to success when poring over online reviews? Pick apart the most verbose reviews first. That’s because anyone who takes the time to write a 300 word review is emotionally invested in expressing their opinion.

They either really LOVE the product. Or they really HATE it. Both are great for capturing your prospects’ raw emotions.

3. YouTube Comment threads – If you or a close competitor have a decent-sized YouTube following, this is another great place for raw, emotional customer insights.

When you scan the comment threads, you’ll be amazed how angry/ecstatic people are when they comment on videos. Which is perfect for snagging emotionally-charged language you can use in your copy. 


4. Niche Facebook Groups – This works best if you run your own Facebook Group, or online forum. That’s because you have a captive audience, made up entirely of your ideal customers. And because it’s your group – you can ask whatever the hell you like without getting kicked out by group admins!

If you run your own group, why not write organic posts that ask group members what they’re struggling with. Once you’ve started a conversation, you can follow up with more questions that help you tap into your prospects’ problems and aspirations. 

If you don’t run your own group, that’s totally OK. You can join relevant groups hosted by other people, and spend time “spying” on your prospects.

Normally I spend time simply lurking in those groups. I take note of common questions, subject matter and complaints.

I also keep track of images or themes that generate the highest levels of organic engagement. That’s a sure-fire sign the topic resonates with your target audience. It means you can turn that topic into an awesome hook for an ad, with a high level of certainty that you’re onto a winner. 


5. Customer Service Emails –  OK, no one likes dealing with awkward customers. But we’ve all got ‘em…so why not put their complaints and questions to good use? 

Smart marketers know that customer service emails are a great source of inspiration when writing copy. Think about it this way…

What typically goes into a complaint or enquiry emails? That’s right!

  • Insight into product features customers don’t like 
  • Details of user problems that can increase churn and lower customer lifetime value 
  • Pre-purchase questions (i.e. buying objections) 
  • Candor around pain points and aspirations

Notice anything? You go it – these are all things you need to know to write great copy. Your customers are literally handing you what you need in their enquiry emails. So, instead of grumbling whenever you get a moany email from a difficult client, why not use their complaints to your advantage and insert their feedback into your sales copy?

6. Testimonials – Testimonials aren’t just great for sharing your wins and establishing credibility. They’re also great for market research. That’s because testimonials usually give you all the information you need to craft a solid “sales story”.

That’s not all! When people write testimonials, they almost always write them in the form of a success story. In other words – they start with their struggle…then they explain the steps you took to help them…followed by the positive transformation.

That’s a perfect story arc you can use in your copy! 

And last but not least…


7. Survey Responses – Now most people hate filling out customer surveys. And many business owners create customer surveys all wrong wrong wrong.

That’s because they make their surveys too me-centric. What do I mean by that? Often customer surveys will ask buyers what they liked about a product or service. And whether they would buy it again/recommend it to a friend. 

Sure, the answers to these questions will tell you if you’re doing a good job – but I prefer to assume I AM doing a great job. And instead I ask questions about what motivated my buyers to buy.

It’s why I like to send surveys inside the order confirmation email. Why? Because this is when customers are feeling most emotional about their purchase. Plus their reasons for buying are fresh in their mind.

Here are some questions you can ask in your order confirmation email: 

  1. What’s the biggest challenge that made you buy this product? 
  2. Was there a specific incident that motivated you to buy today? 
  3. What’s the No.1 outcome you’d like to achieve thanks to this product?
  4. Was there anything specific that drew you to this product versus similar products? 
  5. Can you tell me any reservations you had before ordering? 

The answers to these questions will write your copy for you. You are welcome.

As I said earlier, nobody really enjoys the process of research. It takes time…it’s kinda boring…and it feels like something you could shortcut without anyone noticing.

Truth is – it’s practically impossible to write great copy without doing enough research. I’ve seen people try and the results are usually dreadful.

So here’s a quick recap on my favourite sources for kick-ass research:

  • Amazon reviews 
  • Trust pilot reviews 
  • Shopify reviews 
  • YouTube comment threads
  • Facebook groups 
  • Customer service emails 
  • Testimonials
  • Survey responses 

Happy researching! 

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…even if you’ve never written a Facebook ad before?

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