What I look for is number one: the products and services they provide. Number two: the kinds of copy that they use. Number three: the extent to which they have a sales funnel. Number four: their social media presence. I try to keep the research that I do down to about 10 to 15 minutes. You can gather that information by jumping onto their website,  their social media presence, and if they have some kind of an opt-in or a report you can download. You can learn a lot about what this company does and what their vernacular is and how they approach the market and who their target audience is, etc.

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