Research template

Messaging teardown template

A template for competitor promises, phrases, proof, objections, and voice patterns.

Copywriting research and homepage rewrite briefs.

Capture evidence

Capture these fields for each competitor

Field Use Example
Phrase Observed copy Ship campaigns faster
Where found Source Hero and ad caption
What it implies Interpretation Speed is the category wedge
Our response Action Support speed with setup proof

Template checklist

  • Quotes come from supplied copy.

  • Customer voice is not invented.

  • The teardown includes ignored objections.

  • The final brief uses your own proof.

Fill the template faster

Prompts that help complete this template

All prompts
Website audit prompts 7 min

AI competitor website audit prompt

Audit a competitor website with an AI research tool using sources you can verify.

website audithomepagecompetitor research
First useful action

What you should do next

  • Paste exact copy snippets.

  • Save repeated phrases.

  • Write your own message from evidence, not imitation.