The 6 Cs
Research That Writes Itself: Uncover the people, places, and pressures shaping what your audience sees, hears, and buys.
Good for
Customer research, market discovery, positioning, and writing copy that truly connects
The 6 Cs
Research these six areas to fully understand your customer and the world around them—so you can write copy that hits where it matters.
Customer ➡️ Who are they? Understand their goals, struggles, identity, and desires.
Competition ➡️ What else is fighting for their attention? Analyze direct and indirect competitors.
Community ➡️ Where do they hang out, talk, and share? Look for social groups, forums, and digital spaces.
Conversations ➡️ What are they actually saying? Mine real language from posts, reviews, chats, and comments.
Collaborators ➡️ Who could help amplify your message? Think influencers, partners, or affiliates.
Conspirators ➡️ Who or what might make them hesitate? Spot objections, blockers, and limiting beliefs.
Example Use Case
Launch prep for a new productivity app
Example Implementation
Customer:“Busy freelancers juggling multiple clients and deadlines”Competition:“Notion, Trello, Google Docs — all trying to be everything to everyone”
Community:“Reddit (r/freelance), indie hacker forums, Facebook groups for solopreneurs”
Conversations:“I just want one tool that doesn’t overwhelm me.”
Collaborators:“YouTubers reviewing tools, newsletter curators, freelance business coaches”
Conspirators:“The boss who won’t approve buying new tools, tech fatigue, distrust in new apps, ‘I’ve tried tools like this before and gave up’”