How do you make changes in your copy when doing follow-up avatar research reveals new data?   You might remember the article we looked at in episode 3 which evaluated which of five different hotel towel reuse signs would lead to the highest rate of towel reuse. Today’s article is a follow-up study that analyzes why towel reuse rates were very low in general in the original study by replicating the study in Germany. The authors of this article conducted two studies and concluded that the different types of messaging had no effect on rates of towel reuse in hotels.   As copywriters, we need to recognize that the opportunity to adjust when new research leads us to new data is a good thing. This research helps you know your avatar better and gain that avatar advantage.   In this episode I highlight 4 steps that help you gain the avatar advantage: Deciding who you want to work with Designing your avatar including their demographics, goals, and values Defining your avatars motivations Declining those industries that you don’t want to work with   Listen in to find out how you can adjust your avatar to know them better than they know themselves.   What To Look For In This Episode: [00:16:15] How new research and data can help you as a copywriter. [00:16:45] Step 1: Decide. [00:19:35] Step 2: Design. [00:21:33] Step 3: Define. [00:23:04] Step 4: Decline.   Journal Article: A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior. https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0104086   Bohner, G., & Schlüter, LE. (2014). A Room with a Viewpoint Revisited: Descriptive Norms and Hotel Guests' Towel Reuse Behavior. PLOS ONE 9(8): e104086. https://doi.org/10.1371/journal.pone.0104086   Resources: How To Write Your Own 6-Figure Sales Page – com Brand Voice Template – com   Got a question you want answered on the podcast? Awesome! Go to geoffkullman.com/questions   Connect with Geoff:   Instagram: instagram.com/geoffkullman Twitter: twitter.com/geoffkullman Inquiries: geoffkullman.com     Subscribe To The Podcast Here: Do you have friends, colleagues, or clients who would find The Psychology of Copywriting podcast valuable? Spread the word!     *** EPISODE CREDITS: If you like this podcast and are thinking of creating your own, consider talking to my producer, Danny Ozment.   Danny helps thought leaders, influencers, executives, HR professionals, recruiters, lawyers, realtors, bloggers, coaches, and authors create, launch, and produce podcasts that grow their business and impact the world. Find out more at https://emeraldcitypro.com