Today, Tyson talks about the importance of research. You cannot just write what sounds good to you; your copy should truly resonate with the target audience. THE 3 PILLARS: 1)Avatar Research - You need to know exactly who the content is made for. You can't write copy as if addressing a teenage boy when your core audience is middle-aged women, it simply won't resonate with them. 2)Competitor Research -Instead of wasting time trying to reinvent the wheel, look at what already works and build upon it. 3)Brand Voice Research -The copy should not sound like you; it should sound like your client. Make sure to involve their personality, use their keywords, wit, jokes, and unique style in the copy.