Great copy starts with deep understanding.

Research checklist:

• Who is your ideal customer? (demographics, role, industry)
• What keeps them up at night? (fears, frustrations)
• What do they secretly want? (desires, aspirations)
• What have they already tried? (past solutions)
• What objections will they have? (doubts, concerns)

Interview customers. Read reviews. Mine support tickets. The gold is in their words.