Research, research 
The other day, I was idly leafing through my copy of The Copywriter’s Handbook when one heading really leaped out at me: Become a research fanatic. The thrust of that section of the book was that in-depth research brings more credibility to your writing. To quote the book:
[W]hen copywriters don’t bother to dig for facts, they fall back on fancy phrases and puffed-up expressions to fill the empty space on the page. The words sound nice, but they don’t sell because the copy doesn’t inform.
This is true for copywriting, but also for any other kind of non fiction. Heck, it even applies to fiction. Without solid research, your writing will read like filler. You might have an interesting point, passage, or argument but without facts to back any of it up it sounds hollow. Without research, writing becomes a bit more ephemeral.
Where to find information
The Web is an obvious place. Just about every publication has an online presence, and there are sites devoted to … well, just about everything. On top of that, companies and academic institutions have Web sites crammed with information.
And don’t forget sites like Wikipedia and About.com. Experts, or at least knowledgeable people, contribute to those sites. But don’t take everything at face value. Check what you dig up against other online and print sources.
Yes, I used the dreaded “p” word. You can’t discount dead trees. The print world has always been a fantastic source of information — a lot of it in newspapers and magazines. It wasn’t that long ago that writers kept folders full of articles snipped out of newspapers and magazines, and would constantly refer to those articles.
Interviews with real, living people are always good. A strong quote from an expert adds credibility to your writing. If nothing else, you might learn something from an interview or be directed to another source.
How much research is enough?
That’s hard to say. But if you’re trying to find that special or obscure fact that you think will breathe a little extra life into your article, and your pursuit of that fact is getting in the way of actual writing, then you know you’ve gone a bit too far. You obviously want to find out as much about what you’re writing as possible, but remember that there are limits.
People don’t become authorities on a subject overnight or in a week. It takes years. And ask yourself do I want or need to become an expert?. If the answer is no, then find out as much as you need to know to complete and assignment. And nothing more.
Conclusion
Research is essential for a writer, especially one working in the realm of non fiction. Good research gives you and your writing more credibility. It gives you a chance to learn. And it shows that you’re willing to do more to get the job done. That, in itself, often impresses editors and potential clients.
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[...] and lots of it. As I mentioned in a previous post, what you don’t know you learn by doing research and [...]