Good copy turns browsers into buyers. But how do you write it? The answer: copywriting formulas. These are not just tips or tricks; they are the backbone of persuasive writing that has been tested and proven across time and platforms.
This post covers 55 of the best copywriting formulas and shows you exactly how to use them to increase clicks, conversions, and customers.
How to Navigate This Guide
Consider this your basic training. The key is to explore and experiment with different copywriting styles, then hone and refine your craft.
Each copywriting formula has a brief description, its application, and a simple example to illustrate its power. Think of this guide as your new copywriting toolkit. Bookmark it, and work with one formula at a time to transform your writing from good to conversion-generating.
55 Best Copywriting Formulas (Quick Access)
Headline Copywriting Formulas
Before a single line of your copy is read, the headline must do the heavy lifting. It’s the make-or-break first impression that determines whether the rest of your message even gets a glance. As copywriters, attention is the currency, which means a compelling headline can be the difference between a click and a scroll-past.
These headline formulas are designed to grab attention, spark curiosity, and drive engagement, guiding the reader smoothly into the heart of your content. Master these, and watch as your clicks, conversions, and customer engagement begin to climb.
1. PAS (Problem, Agitate, Solve)
Problem-Agitate-Solution (PAS) is one of the most used copywriting formulas for every industry. It’s a must-learn for new copywriters and the foundation for repeatable, successful outcomes.
How to Use the PAS Formula
- Identify a problem your target audience experiences
- Agitate the problem by highlighting the pain or frustration it causes
- Offer a solution
This formula is golden for getting people to read your articles, blog posts, and emails. It aims to pinpoint common issues people face with a quick and specific way to solve it.
Examples:
- B2B SaaS:
- “Frustrated by Low Conversion Rates? Our Landing Page Optimizer Will Transform Browsers into Buyers.”
- Supply Chain Management:
- “Facing Constant Inventory Shortages? Learn How Our Inventory Management Solution Prevents Stockouts Before They Happen.”
- E-commerce
- “Tired of Sleepless Nights? Discover How Aromatherapy Can Give You the Rest You Deserve.”
2. AIDA (Attention, Interest, Desire, Action)
Here’s another foundational copywriting formula: AIDA. Think of it as a blueprint for crafting a personalized journey that deeply engages your audience.
It starts with grabbing their attention, then gently builds their interest and desire for what you’re offering, and finally nudges them into action.
Trust me, having AIDA in your toolkit is like having a secret weapon for creating copy that not only stands out but truly connects.
How to Use the AIDA Formula
- Grab Attention: Start with a powerful statement or question that stops your audience in their tracks.
- Generate Interest: Provide compelling details or facts that make the reader want to learn more.
- Cultivate Desire: Highlight the benefits of your solution, showing how it solves a problem or meets a need.
- Call to Action: End with a clear, persuasive directive that encourages the reader to take the next step.
Examples:
- Marketing Automation Software:
- “Want to Double Your Lead Generation? See How Our Automation Platform Can Transform Your Marketing Strategy. Request a Demo Today.”
- B2B Financial Services:
- “Cut Your Processing Fees in Half: Discover How Our Payment Solution Can Save Your Business Money and Time. Get Started Now.”
- Cloud Storage Solutions:
- “Never Worry About Data Loss Again: Our Cloud Storage Offers Secure, Scalable Solutions for Your Business. Start Your Free Trial.”
3. The Four U’s (Useful, Urgent, Unique, Ultra-specific)
The Four U’s ensure your headline grabs attention by being Useful to the reader, creating a sense of Urgency, presenting something Unique, and being Ultra-specific. This formula cuts through the noise and directly appeals to your audience’s needs and curiosity.
How to Use the Four U’s Formula
- Make your message Useful to the reader.
- Add an element of Urgency to prompt immediate action.
- Ensure your offering is Unique compared to competitors.
- Be Ultra-specific about the benefits or value.
Examples:
- B2B CRM Software:
- “Last Day to Claim Your Free CRM Trial: Boost Sales with Our Unique Analytics Tool.”
- Business Insurance: “Protect Your Assets with a Tailored Insurance Plan That Works Harder for You. Get a Quote Now!”
- HR Software for Small Businesses:
- “Streamline Your Hiring Process with Our Urgent HR Solution – Exclusive Offer Inside!”
- Digital Marketing Workshops:
- “Boost Your Marketing Skills with Our Unique, Hands-on Workshop. Only a Few Seats Left!”
- B2B Payment Solutions:
- “Cut Transaction Costs with Our Specialized B2B Payment Gateway. Sign Up Now for Exclusive Access!”
4. The 3Ws (Who, What, Why)
The 3Ws formula helps you create clear, targeted headlines by answering Who it’s for, What it offers, and Why it’s beneficial. This approach ensures your message is relevant and compelling to your audience right from the start.
How to Use the 3Ws Formula
- Specify Who your target audience is.
- Clarify What you’re offering to them.
- Explain Why they should care.
Examples:
- Virtual Assistants:
- “What Can a Dedicated Virtual Assistant Do for You? Find Out Who’s Saving Time and Why They Love It.“
- Cloud Hosting Provider:
- “Why Switch to Our Cloud Hosting? Experience Unmatched Speed and Reliability for Your Business Website.“
- Project Management
- “What is the Key to Efficient Project Management? Find Out Why Our Tool Beats the Rest.”
5. HOW TO (Specific Result) WITHOUT (Pain Point)
This formula perfectly demonstrates how your audience can achieve a desirable outcome without a common pain point or challenge. It also allows you to create a click-baity headline that entices people to learn how to do something or to find the right product/service that’ll do it for them.
How to Use the HOW TO Formula (so weird 😅)
- Start with HOW TO achieve a desired outcome.
- Follow with WITHOUT the common pain point or challenge.
Examples:
- Marketing Agency:
- How to Develop a Powerful Brand Identity Without a Large Marketing Department.
- Ad Services:
- How to Maximize Your Online Sales Without Overpaying for Ads.
- B2B CRM Software:
- “How to Double Your Sales Without Doubling Your Effort: Discover Our CRM’s Automation Features.
6. AICPBSAWN (Attention, Interest, Credibility, Prove, Benefits, Scarcity, Action, Warn, Now)
AICPBSAWN is not the neatest acronym on this list. But it is a comprehensive formula that covers all bases, from grabbing attention to prompting action, making it incredibly effective for longer-form content.
How to Use the AICPBSAWN Formula
- Grab Attention with a compelling statement.
- Generate Interest with intriguing facts or questions.
- Establish Credibility by showcasing expertise or testimonials.
- Prove your claims with evidence or case studies.
- Highlight Benefits your audience cares about.
- Create Scarcity to encourage quick action.
- Call to Action with a clear directive.
- Warn about what they might lose by not acting.
- Act Now to instill a sense of urgency.
Examples:
- Analytics Company
- “See How Our Analytics Tool Has Revolutionized Data Analysis. Trusted by Industry Leaders. Limited Access – Sign Up Now!”
- Supply Chain Solutions
- “Streamline Your Supply Chain with Our Innovative Platform. Proven Efficiency. Don’t Wait – Transform Your Operations Now.”
- SaaS App like OhmConnect
- “Cut Energy Costs and Get Paid with Our New App. Real Savings, Real Returns. Sign Up Today.”
Body Copy Formulas
Crafting the body of your copy is like building the structure that supports your headline. Once you’ve grabbed attention, it’s time to deliver on the promise. Body copy formulas help you articulate your message in a way that’s engaging, persuasive, and memorable.
From showcasing your product’s features to telling a compelling story, these formulas ensure your message resonates deeply with your audience.
7. FAB (Features, Advantages, Benefits)
FAB takes you beyond just listing what your product or service does; it connects the dots for your audience by showing how those features translate into real advantages and benefits for them.
How to Use the FAB Formula
- List the Features: What does your product/service do?
- Explain the Advantages: How does it do it better?
- Highlight the Benefits: Why does this matter for your audience?
Examples:
- B2B Software Solutions:
- “Our software automates invoicing (Feature), cutting down processing time by 50% (Advantage), so you can focus on growing your business (Benefit).”
- Commercial Real Estate Services:
- “Our properties come with high-speed internet access as standard (Feature), ensuring your operations run smoothly (Advantage), which means less downtime and more productivity for your team (Benefit).”
- Professional Development Platforms:
- “Our courses are developed by industry experts (Feature) offering cutting-edge insights (Advantage), helping your team stay ahead in a rapidly changing market (Benefit).”
8. QUEST (Qualify, Understand, Educate, Stimulate, Transition)
QUEST is exactly as the acronym implies: taking your readers on a journey. On this journey, they will qualify them as ideal customers, help understand their own needs, get educated on your solution, become stimulated to change, and smoothly transition into making a decision.
How to Use the QUEST Formula
- Qualify your audience to ensure they’re a good fit.
- Help them Understand their needs/problems.
- Educate them about how your solution meets those needs.
- Stimulate desire for your solution.
- Transition them towards taking action.
Examples
- Cloud Computing Services:
- “Designed for SMBs struggling with IT overhead (Qualify), our cloud solutions offer scalable resources (Understand), with pay-as-you-go pricing to cut costs (Educate), ensuring you only pay for what you use (Stimulate), making it the smart choice for your business growth (Transition).”
- Eco-Friendly Packaging:
- “If you’re a business looking to reduce your environmental impact (Qualify), understand that traditional packaging solutions contribute to waste (Understand). Our biodegradable packaging (Educate) not only reduces waste but also enhances your brand image (Stimulate), making the switch an easy decision (Transition).”
9. STAR (Situation, Task, Action, Result)
STAR is a storytelling framework that presents a situation, outlines the task needed to address it, describes the action taken, and then reveals the result. It’s particularly effective in case studies and testimonials.
How to Use the STAR Formula
- Situation: Set the scene.
- Task: Describe the challenge or goal.
- Action: Explain what was done to address it.
- Result: Share the outcome.
Examples:
- IT Security Services:
- “Faced with increasing cyber threats (Situation), a major retailer needed to safeguard its customer data (Task). They implemented our comprehensive security suite (Action), reducing security breaches by 98% within the first year (Result).”
- Human Resources Platform:
- “Struggling with high employee turnover (Situation), a tech startup aimed to enhance its workplace culture (Task). By leveraging our HR platform to gather and act on employee feedback (Action), they saw a 40% reduction in turnover in six months (Result).
10. ACC (Action, Cost, Comparison)
ACC formula guides you through presenting your solution (Action), what it costs (Cost), and how it stacks up against alternatives (Comparison), offering a clear, rational argument for your product or service.
Use this if you want to compare why you’re business is better than others. Especially if you’re in a super saturated space, where its difficult to tell your business apart (i.e., SaaS).
How to Use the ACC Formula
- Action: What can the reader do with your solution?
- Cost: What is the investment required?
- Comparison: How does it compare to doing nothing or choosing another solution?
Examples:
- B2B Email Marketing Platform:
- “Integrate our platform into your marketing strategy (Action) for less than the cost of a daily coffee per user (Cost), a small investment compared to the potential 20% increase in customer engagement you’d miss with traditional email services (Comparison).”
- Manufacturing Efficiency Consultants:
- “Implement our lean manufacturing techniques (Action), which typically pay for themselves within the first year through cost savings (Cost), unlike many consulting services that offer advice without clear financial benefits (Comparison).”
11. The 5 W’s (Who, What, When, Where, Why)
The 5 W’s guide you in covering all the essential information your audience needs to know. It’s about ensuring clarity and completeness in your copy, answering all possible questions a reader might have.
How to Use The 5 W’s Formula
- Who is involved or affected?
- What is happening or being offered?
- When does this take place?
- Where can it be accessed or found?
- Why is it important or beneficial?
Examples:
- B2B Webinar Platforms:
- “Marketing professionals (Who) can deepen their digital expertise with our free webinar on advanced SEO strategies (What), available next Thursday at 3 PM EST (When), accessible from anywhere through our online platform (Where), to stay competitive in the evolving market (Why).”
- Professional Networking Events:
- “Entrepreneurs and business leaders (Who) will find valuable connections at our exclusive networking event (What), scheduled for September 15th (When), hosted at the Downtown Tech Hub in New York (Where), to foster partnerships and spark innovation (Why).”
12. Stages & Steps
Stages & Steps outline a process or journey in a structured manner, making complex information or procedures clear and manageable.
How to Use Stages & Steps Formula
- Break down the information or process into stages or steps.
- Provide clear, actionable guidance at each stage or step.
Exmaples:
- Software Implementation Consultants:
- “Evaluate your current systems and requirements (Stage 1), customize the software to fit your specific needs (Stage 2), seamlessly integrate the software with your existing processes (Stage 3), and ensure your team is fully trained to maximize the software’s benefits (Stage 4).”
- Product Launch Strategy:
- “Conduct market research to identify target customers (Step 1), develop a product that fits their needs (Step 2), create and execute a compelling marketing campaign (Step 3), begin selling your product with confidence (Step 4), and gather customer feedback for continuous improvement (Step 5).”
13. The 1 – 2 – 3 – 4 Formula for Persuasive Copy
This formula is a straightforward approach to structuring persuasive copy. It focuses on organizing the argument.
How to Use The 1 – 2 – 3 – 4 Formula
- State the problem or need.
- Explain your solution or proposal.
- Detail the benefits or results.
- Call to action.
Examples
- Energy Management Solutions:
- “Identify the increasing energy costs impacting your business (1), learn how our energy management system can optimize your usage (2), anticipate a reduction in energy costs by up to 30% within the first six months (3), and reach out today for a free consultation to start saving (4).”
- Corporate Training Programs:
- “Recognize the need for new skills in a rapidly changing market (1), explore our corporate training programs tailored to modern business demands (2), expect to see a significant boost in team productivity (3), and get in touch to customize a training solution for your organization (4).”
Storytelling Formulas
Compelling stories can captivate audiences, evoke emotions, and drive engagement. Storytelling in copywriting not only shares a narrative but also connects that story to the reader’s own experiences and needs.
These storytelling formulas are the narrative spine that supports and gives life to your message, transforming your copy from simple text to a journey your audience can embark upon.
14. The Hero’s Journey
The Hero’s Journey is a storytelling framework that outlines a character’s adventure, crisis, and transformation. In marketing, your customer is the hero, and your brand aids in their quest.
How to Use The Hero’s Journey Formula
- Introduce the hero (the customer).
- Describe their call to action or problem.
- Show how they overcome obstacles (with your product/service’s help).
- Share how they return transformed.
Examples:
- Leadership Coaching Services:
- “Meet John, a team leader struggling to inspire his team (the call to action). With our leadership coaching (the guide), he overcame communication barriers and transformed his team’s dynamic, leading them to success (the transformation).”
- Health and Wellness Programs:
- “Sarah was overwhelmed by unhealthy habits and low energy (the call to action). Our wellness program provided the tools and support she needed to revitalize her life and health (the guide). Now, she’s completed her first marathon and feels better than ever (the transformation).”
15. Before-After-Bridge (BAB)
The BAB formula creates a narrative arc by showing life before the product, the transformation after, and the ‘bridge’ is how the product made it possible.
How to Use the Before-After-Bridge Formula
- Paint a picture of the world before your product (the problem).
- Show the brighter world after your product (the solution).
- Bridge the two with your product or service.
Examples:
- Cybersecurity Software:
- “Before our software, your data was vulnerable to breaches (before). Now, imagine a secure network, impervious to threats (after). Our cybersecurity solution is the bridge that gets you there (bridge).”
- Eco-Friendly Office Supplies:
- “Office waste was once inevitable (before). Picture your office now, efficient and eco-friendly (after). Our sustainable office supplies make this new reality possible (bridge).”
16. The 3-Act Structure
The 3-Act Structure is a model used in narrative fiction that can be adapted for compelling marketing storytelling. It consists of setup, confrontation, and resolution.
How to Use The 3-Act Structure Formula
- Act 1: Set up the story by introducing the situation.
- Act 2: Present a confrontation or problem.
- Act 3: Offer a satisfying resolution.
Examples:
- Business Consulting Firms:
- “A new startup struggles to find its footing in a competitive market (Act 1). They face the challenge of scaling quickly and efficiently (Act 2). Our strategic consulting leads them to a breakthrough, skyrocketing their growth (Act 3).”
- Time Management Tools:
- “You’re swamped with tasks and deadlines (Act 1). The mountain of work seems insurmountable, causing stress and overtime (Act 2). Then, you discover our time management app, and suddenly, every day ends with a clear desk and a clear mind (Act 3).”
17. Crossroads Technique
This technique presents a decisive moment where a choice must be made, illustrating the consequences of the decision.
How to Use the Crossroads Technique Formula
- Present a critical decision point or ‘crossroad.’
- Show the potential paths and outcomes.
- Highlight how choosing your product/service leads to the best outcome.
Examples:
- Digital Marketing Tools:
- “At the crossroads of digital marketing, you choose between outdated methods or our innovative approach (the crossroad). One path leads to the same old results; the other, to a future of engagement and growth with our tools (the outcomes).”
- Supply Chain Management Software:
- “Your business stands at a crossroads: stick with manual logistics management or shift to our automated software (the crossroad). One way, inefficiency and errors; the other, a streamlined, error-free supply chain (the outcomes).
18. The Reader’s Digest
The Reader’s Digest formula is known for its concise, engaging storytelling that is both informative and entertaining, perfect for drawing readers into your content.
How to Use The Reader’s Digest Formula
- Start with a hook that piques curiosity.
- Provide valuable, interesting information or a story.
- Conclude with a memorable takeaway or call to action.
Examples:
- Educational E-books and Guides:
- “They said traditional learning was dead, but they hadn’t seen our e-book collection (the hook). Dive into a world where knowledge is at your fingertips, and learning is an adventure (the story). Get your guide and join the revolution in education (the takeaway).”
- Productivity Podcasts:
- “Ever wondered why some people get more done by noon than others do all day? (the hook). Our podcast unravels the secrets of productivity, episode by captivating episode (the story). Tune in and transform your workday (the takeaway).
Persuasive Writing Formulas
When you’re aiming to persuade, you’re tapping into the true purpose of copywriting. It’s all about moving people, getting them to nod along, and finally, act.
Persuasive writing isn’t about pushing; it’s about understanding what pulls people and leveraging those insights. These formulas are about the subtle art of influence, aligning your reader’s desires and beliefs with your message until they’re not just willing, but eager to take action.
19. Cialdini’s Principles (Reciprocity, Commitment/Consistency, Social Proof, Authority, Liking, Scarcity)
Cialdini’s six principles of persuasion are time-tested tactics grounded in psychological studies. They’re about creating a scenario where the reader feels an almost magnetic draw towards your call to action, driven by deep-seated social behaviors.
How to Use Cialdini’s Principles
- Reciprocity: Give something valuable before asking for something in return.
- Commitment/Consistency: Align your message with your reader’s self-image or past behaviors.
- Social Proof: Showcase how others have benefited from your offer.
- Authority: Demonstrate your expertise or credibility in your field.
- Liking: Build rapport by highlighting shared values or understanding.
- Scarcity: Emphasize the uniqueness and limited availability of your offer.
Example:
- “Receive our free marketing guide as a token of our appreciation (Reciprocity). Just like you, hundreds of marketing professionals have seen their campaigns double in effectiveness (Social Proof). Our decade-long experience in the industry ensures you’re getting expert advice (Authority). We share your commitment to excellence (Liking). Grab your copy now — once they’re gone, they’re gone (Scarcity).”
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20. Monroe’s Motivated Sequence (Attention, Need, Satisfaction, Visualization, Action)
Monroe’s Motivated Sequence is a powerhouse of persuasion, engineered to lead the reader through a series of steps that culminate in an irresistible urge to take action. It’s like a journey where each step is more compelling than the last.
How to Use Monroe’s Motivated Sequence
- Attention: Capture the reader’s attention with a bold statement or question.
- Need: Convince them of their need for your product or service.
- Satisfaction: Show how your product or service satisfies that need.
- Visualization: Help them imagine the positive impact of taking action.
- Action: Provide a clear, immediate step they can take.
Example:
- “Are you still struggling to find your market fit? (Attention) You’re not alone, and we understand the frustration of feeling invisible in a saturated market (Need). Our market analysis tool is tailored to cut through the noise, bringing your product to the forefront (Satisfaction). Imagine being the first choice, the go-to brand for your customers (Visualization). Let’s make it a reality — start your free trial today (Action).”
21. The 6 C’s (Context, Challenge, Course, Consequence, Conclusion, Call to Action)
The 6 C’s create a comprehensive persuasive argument that gives readers a full-circle understanding of what’s at stake and what’s to be gained. It’s like laying out a story where the ending is a satisfying resolution — your call to action.
How to Use The 6 C’s
- Context: Set the scene for your reader.
- Challenge: Outline the problem they’re facing.
- Course: Suggest a path forward.
- Consequence: Explain what could happen if they don’t act.
- Conclusion: Sum up why your solution is the right choice.
- Call to Action: Tell them what to do next.
Examples:
- “In today’s fast-paced digital landscape (Context), companies are struggling to keep their data secure (Challenge). Our cybersecurity services offer a robust solution (Course). Without protection, your sensitive data is at risk (Consequence). With our services, data breaches are no longer a threat, ensuring peace of mind (Conclusion). Secure your data, secure your future — contact us now (Call to Action).”
22. Value Proposition Canvas
The Value Proposition Canvas helps ensure that your product or service fits your customers’ needs and wants. It makes your offer so aligned with their desires that they can’t help but see the value.
How to Use the Value Proposition Canvas
- Clearly articulate the value your product or service provides.
- Identify customer needs and how you address them.
- Demonstrate how your solution improves your customer’s life or business.
Examples:
- B2B FinTech Software:
- “Our payment platform (Product) simplifies transaction management for small businesses (Customer Needs), making financial oversight intuitive and hassle-free (Value Proposition).”
- Healthcare Management Systems:
- “Streamline patient data processing (Product) to meet healthcare providers’ needs for quick and accurate information (Customer Needs), improving patient care and operational efficiency (Value Proposition).”
23. Bob Stone’s Gem
Bob Stone’s Gem is a direct marketing formula that starts with your strongest benefit, and then invites the reader to imagine a specific scenario where they can achieve or solve something.
How to Use Bob Stone’s Gem
- Begin with the most potent benefit of your product.
- Immediately follow with an invitation for the reader to take action.
- Introduce features and proof elements to bolster the benefit.
Examples:
- Enterprise SaaS Solutions:
- “Boost your team’s productivity by 70% starting today (Strongest Benefit). Picture hitting every project deadline with ease (Imagery/Invitation). Our SaaS tool integrates seamlessly with your existing systems (Feature), as proven by our case studies with Fortune 500 companies (Proof).”
- E-Learning Platforms for Professionals:
- “Advance your career with our expert-led online courses (Strongest Benefit). Imagine being the top candidate for that promotion (Imagery/Invitation). Benefit from personalized learning paths and industry-recognized certifications (Feature), endorsed by leading companies across the globe (Proof).”
Recommended for You:
- Successful Direct Marketing Methods by Bob Stone & Ron Jacobs
24. The Approach Formula
The Approach Formula engages readers by addressing them directly, acknowledging their problems, and then guiding them towards a solution in a friendly, approachable manner.
How to Use The Approach Formula
- Directly address the reader and their situation.
- Sympathize with their problem or challenge.
- Offer your solution in a way that feels like a natural next step.
Examples:
- Commercial Cleaning Services:
- “Are you tired of cleaning services that just don’t cut it? (Direct Address) We understand your frustration (Sympathize). Our eco-friendly and meticulous cleaning approach leaves your office spotless every time (Solution).”
- B2B Marketing Consulting:
- “Struggling to make an impact with your current marketing strategy? (Direct Address) You’re not alone, and it’s tough out there (Sympathize). Our consulting services can revamp your marketing efforts and set you apart from the competition (Solution).”
Email Writing Formulas
Emails are a personal and direct way to reach your audience, but cutting through the inbox clutter is no small feat. The key lies in writing as if you’re speaking to one person rather than a crowd and crafting a message that resonates on an individual level.
These email writing formulas will help you write emails that feel personal, persuasive, and prompt action.
25. Write to one person
This formula should be the foundation for how you write ALL your emails. It’s the only way to make each reader feel as if you’re speaking directly to them, creating a sense of personal connection that’s hard to ignore.
How to Use the Write to one person Formula
- Use a conversational tone as if you’re writing to a friend.
- Address the reader’s specific concerns or aspirations.
- Keep the focus on the reader, not your company.
Example:
- B2B Custom Software Development:
- “I know you’ve been searching for a software solution that truly fits your unique business needs. It’s tough finding something off-the-shelf that does the job just right, isn’t it? That’s where our custom development services come in—to build exactly what you need.”
26. 3Ps (Praise, Picture, Push)
Praise your reader, paint them a picture of their success with your product, and then push them towards taking action. Its that simple!
How to Use the 3Ps Formula
- Compliment the reader on a relevant achievement or quality.
- Paint a picture of how things could be even better.
- Encourage them to take the next step towards that improved reality.
Examples:
- B2B Marketing Course:
- “You’ve made some impressive strides in your marketing efforts (Praise). Now, imagine your campaigns are not just good, but they’re the talk of the industry (Picture). Our advanced marketing course is just the leap you need to get there (Push).”
- B2B Health and Safety Training:
- “Your company has a solid track record for safety, and that’s commendable (Praise). Picture your team with even sharper skills, preventing incidents before they happen (Picture). Our specialized training can take your safety record to that next level (Push).”
27. REDS (Relevant, Enticing, Direct, Strong)
Crafting emails with the REDS formula ensures your message cuts through the digital clutter with precision and appeal. This strategy transforms your emails from mere notifications into engaging narratives that demand action.
How to Use the REDS Formula
- Relevant: Connect your message to your reader’s immediate interests or needs.
- Enticing: Offer a hint of how engaging with you will benefit them.
- Direct: Be clear and straightforward about the purpose of your email.
- Strong: End with a compelling call to action that feels urgent and important.
Example:
- B2B Software for Retailers:
- “Your holiday sales can be merrier this year (Relevant). Imagine increasing checkout efficiency and seeing those sales numbers climb (Enticing). Our point-of-sale software is the upgrade you’ve been looking for (Direct). Take the leap now and ensure a joyful season of returns (Strong).”
- For HR Software:
- “Tired of the endless cycle of recruitment? (Relevant) Discover how our HR software not only simplifies but enhances your hiring process (Enticing). Get the right talent onboard with just a few clicks (Direct). Don’t let another top candidate slip through your fingers – act now (Strong).“
28. AIDCA (Attention, Interest, Desire, Conviction, Action)
Expanding upon the classic AIDA formula, AIDCA adds an essential component: conviction. Now, you can ensure your message not only attracts and persuades but also cements the reader’s decision to act.
How to Use the AIDCA Formula
- Attention: Grab their attention with something unexpected or timely.
- Interest: Keep them interested with details that speak to their curiosity.
- Desire: Build desire by showcasing the value and benefits of your offer.
- Conviction: Strengthen their resolve with guarantees, testimonials, or social proof.
- Action: Encourage them to take the next step with a clear and motivating call to action.
Example:
- B2B Financial Planning Services:
- “Did you know that 80% of businesses overlook tax-saving opportunities? (Attention) Learn which opportunities you’re missing out on (Interest). Imagine what you could do with those savings (Desire). Just like XYZ Corp, who saved $50K last year with our strategies (Conviction). Let’s get started on your plan today (Action).”
- Financial Management Software:
- “Drowning in spreadsheets and complex financial reports? (Attention) Our tool simplifies your financial management, turning hours of work into minutes (Interest). Imagine the ease of comprehensive reports at the click of a button (Desire). Trusted by over 500 companies worldwide (Conviction), take the first step towards financial clarity today (Action).“
- Supply Chain Optimization:
- “Feel like your supply chain is more of a supply knot? (Attention) Unravel the complexity with our cutting-edge optimization tools (Interest). Visualize a streamlined, efficient supply chain that saves both time and money (Desire). Join the ranks of businesses transforming their operations (Conviction). Reach out now and let’s get your supply chain flowing smoothly (Action).“
29. BSP (Belief, Story, Pitch)
The BSP formula weaves a narrative that aligns with the reader’s beliefs, presents a compelling story of transformation, and concludes with a pitch that feels like the natural next step on their journey.
How to Use the BSP Formula
- Start with a Belief that resonates deeply with your reader.
- Tell a Story that embodies this belief and introduces your solution.
- Conclude with a Pitch that feels like a fulfillment of the story’s promise.
Examples:
- Sustainable Packaging Solutions:
- “Believe that business should be a force for good? (Belief) Meet EcoPack, a startup that cut plastic waste by 70% using our biodegradable packaging (Story). Embrace sustainability and boost your brand’s eco-credentials today (Pitch).“
- Remote Work Software:
- “Convinced that remote work is the future? (Belief) Our software helped TechForward increase team productivity by 40%, even from afar (Story). Transform your remote work experience and achieve new heights of productivity (Pitch).“
Social Media Copy Formulas
Social media thrives on immediacy, relevancy, and connection. So, your copy needs to cut through the noise, deliver value, and resonate with your audience in seconds. But how do you do that?
These formulas are designed to craft messages that not only capture attention but also build trust and encourage engagement on any platform.
30. KISS (Keep It Simple, Stupid)
In the fast-scrolling world of social media, simplicity reigns supreme. The KISS formula is a classic, ensuring that all messages are easy to understand and engage with.
The alternative is, you guessed it, complex and confusing messaging, which will kill any chance of click-throughs or conversions!
How to Use the KISS Formula
- Focus on one key message or idea.
- Use straightforward language that’s easy to read.
- Avoid unnecessary complexity or embellishments.
Examples:
- For a B2B Analytics Platform:
- “Dive deep into your data without drowning in complexity. Our platform makes analytics easy. See the difference with a free demo.“
- Eco-Friendly Office Supplies:
- “Green your office effortlessly. Our eco-supplies are both sustainable and affordable. Shop now and make a difference.“
31. The 4Cs (Clear, Concise, Compelling, Credible)
Clarity and brevity meet persuasion and trustworthiness. The 4Cs formula is a powerhouse for social media copy, ensuring your message is not just heard, but felt and acted upon.
How to Use the 4Cs Formula
- Clear: Your message should have a straightforward point.
- Concise: Keep your copy tight and to the point.
- Compelling: Add an element that sparks interest or emotion.
- Credible: Back up your claims with facts, statistics, or testimonials.
Examples:
- B2B Digital Marketing Services:
- “Boost your online presence overnight. Our strategies are proven by 200% average ROI for our clients. Let’s elevate your brand together.“
- Business Productivity Tools:
- “Stop wasting time on tasks that can be automated. Our tool saves businesses 10 hours per week, on average. Try it out and reclaim your time.“
32. VALUE (Value, Ask, Lightness, Urgency, Engagement)
VALUE combines delivering worth with a direct call to action, wrapped in an engaging and urgent message. It provides something meaningful, asks for something in return, keeps it light and readable, creates a sense of need, and fosters interaction.
How to Use the VALUE Formula
- Value: Start by offering something valuable to your audience.
- Ask: Don’t shy away from asking for a follow, share, or any other CTA.
- Lightness: Keep the tone breezy and friendly.
- Urgency: Add a dash of now-or-never to prompt immediate action.
- Engagement: Encourage likes, comments, and shares to boost interaction.
Examples:
- For B2B SaaS Platforms:
- “Unlock the full potential of your team with our productivity tools (Value). Why not schedule a demo today? (Ask) Keep missing deadlines to a minimum! (Lightness) Spots are filling fast! (Urgency) Hit like if you’re all about efficiency (Engagement).“
- Eco-Friendly Packaging Company:
- “Reduce waste and impress customers with our sustainable packaging solutions (Value). Ready to make the switch? (Ask) Let’s save the planet one package at a time! (Lightness) Offer ends this Friday! (Urgency) Comment ‘green’ if you’re with us (Engagement).“
33. EIEIO (Engage, Inform, Entertain, Inspire, Overachieve)
EIEIO is a versatile formula that covers all bases of content creation for social media. It ensures your posts are not just seen but remembered and shared, by engaging the audience on multiple levels.
How to Use the EIEIO Formula
- Engage: Capture attention with a compelling opening.
- Inform: Share useful and relevant information.
- Entertain: Make them smile or laugh.
- Inspire: Encourage your audience to think or act differently.
- Overachieve: Go beyond the expected with exceptional content.
Examples:
- For Professional Development Workshops:
- “Ever feel like you’re just one skill away from greatness? (Engage) Our workshops are designed to fill that gap with cutting-edge knowledge (Inform). Plus, you’ll never find a dull moment with us (Entertain). Elevate your career trajectory (Inspire). Join us and exceed your own expectations (Overachieve).“
- Business Productivity Software:
- “Who else wants to leave work on time? (Engage) Our app optimizes your schedule so you can (Inform). Imagine enjoying more evenings out (Entertain). It’s time to live your best work-life balance (Inspire). See how our users reclaimed their time (Overachieve).“
34. The Psychological Pull of Open Loops
Open Loops leverage the power of curiosity by starting a thought or story that the reader naturally wants to complete. It’s a cliffhanger that makes your next post or content piece a must-see.
How to Use the psychological pull of Open Loops
- Start a compelling narrative or pose a question.
- Leave the narrative unresolved or the question unanswered.
- Promise the resolution or answer in future content.
Examples:
- Innovative Tech Gadgets:
- “What if your smartphone could do more than you ever imagined? Stay tuned for our big reveal next week.“
- Health & Wellness Apps:
- “Ever wonder why some people seem to have endless energy? We’ve discovered their secret. Details coming soon!“
SEO Copywriting Formulas
35. Brian Dean’s Skyscraper Technique
Brian Dean’s Skyscraper Technique revolutionizes content creation for SEO by encouraging writers to build upon existing successful content, making it even more valuable and comprehensive.
This method involves identifying top-performing content within your niche, analyzing why it’s successful, and then creating something superior.
The goal is to enhance every aspect of the original piece, be it through depth, breadth, or the latest insights, to ultimately outshine it in search rankings and reader value.
How to Use Brian Dean’s Skyscraper Technique
- Research: Begin by identifying a piece of content within your niche that has performed exceptionally well in terms of shares, backlinks, or search engine rankings.
- Analyze: Understand what makes this content successful. Is it the depth of the information, the quality of the resources, the uniqueness of the insights, or the comprehensiveness of the coverage?
- Improve: Create something better. This could mean making your content more thorough, updating it with the latest information, enhancing it with better visuals, or expanding it to cover additional related topics.
- Promote: Reach out to the same audience that appreciated the original piece. Use SEO best practices to optimize your content and share it with influencers and on platforms where the original piece gained traction.
Examples:
- For a Digital Marketing Blog:
- Identify a highly shared article on ‘2023 Social Media Trends’, then create a more detailed guide, ‘The Comprehensive 2024 Forecast for Social Media Marketing’, incorporating expert predictions and the latest platform updates.
- Health & Wellness Websites:
- After finding a popular post on ’10 Quick Yoga Routines for Beginners’, you could publish ‘The Ultimate Yoga Guide: 20 Routines for All Levels with Videos’, expanding the scope and including professional tutorials.
36. Problem-Agitate-Solution (PAS) Variant for SEO
The PAS Variant for SEO refines the classic formula with a focus on search optimization. It starts with a problem your audience faces, agitates that problem to highlight its impacts, and presents your content as the ultimate solution.
This approach not only aligns with SEO best practices by naturally incorporating keywords and addressing search intent but also creates a compelling narrative that encourages readers to engage and convert.
How to Use the PAS Variant for SEO
- Identify a Problem: Start with a widespread issue or pain point that your target audience is searching for online. Use keyword research tools to find queries related to problems your product or service can solve.
- Agitate the Problem: Elaborate on the problem by discussing its consequences, making it more relatable and urgent. This is where you emotionally connect with your readers, making them feel understood and heightening their need for a solution.
- Offer a Solution: Introduce your content, product, or service as the solution to the problem. Highlight how it effectively addresses the issue, using keywords that match your audience’s search intent.
- Optimize for SEO: Ensure that your solution incorporates relevant keywords naturally throughout the content. Use subheadings, meta descriptions, and image alt texts to further optimize for SEO, making your content more discoverable.
37. The Bucket Brigade
The Bucket Brigade technique is rooted in keeping the reader’s attention glued to your content from start to finish. Originally used in sales copy, this approach has been brilliantly adapted for SEO to improve user engagement and reduce bounce rates, which are critical factors for search engine rankings.
The name itself goes back to a line of people passing buckets of water to extinguish a fire, emphasizing the flow and momentum that this technique aims to achieve in your writing.
How to Use The Bucket Brigade
- Capture Attention: Begin with short, compelling phrases or questions that grab the reader’s attention. These are typically conversational in tone and designed to pique curiosity or address a direct concern.
- Maintain Flow: After each engaging opener, follow up with informative and valuable content that delivers on the promise of the headline or opening sentence. The key is to weave these bucket brigades throughout your content to keep the narrative moving smoothly.
- Encourage Scrolling: Use these phrases strategically before transitions or in places where your content might naturally dip in energy. Phrases like “But there’s more,” “Here’s the kicker,” or “What’s the real story?” act as verbal cues that encourage readers to keep moving through your content.
- Improve Readability: The bucket brigade isn’t just about maintaining attention; it’s also about improving the overall readability of your content. Breaking up text with these phrases makes your content easier to digest, especially for mobile users or those skimming the article.
- Enhance Engagement: By keeping readers engaged longer, you signal to search engines that your content is valuable and worthy of a higher ranking. This technique also opens up opportunities for incorporating more keywords naturally, without disrupting the flow of your content.
38. The Reader’s Digest blueprint (Again)
The Reader’s Digest Blueprint is inspired by the iconic magazine known for its compelling, concise, and highly engaging articles. In SEO copywriting, this blueprint is a formula for creating content that is not only informative and useful but also irresistibly engaging to readers.
The goal is to craft content that readers find so valuable and enjoyable that they stay on the page longer, share with others, and become loyal followers of your brand.
How to Use The Reader’s Digest Blueprint
- Start Strong: Open with a compelling hook that draws readers in immediately. This could be an intriguing fact, a surprising statistic, a relatable problem, or a compelling question. The opening should promise value that the rest of the article delivers.
- Keep It Concise: Focus on delivering information in a clear, concise manner. Avoid fluff and filler content. Every sentence should serve a purpose, either by informing, entertaining, or moving the narrative forward.
- Add Value: Ensure that your content provides practical advice, insights, or information that readers can use. This could be in the form of tips, step-by-step guides, expert opinions, or case studies. The key is to make the content actionable and relevant.
- Engage Emotionally: Connect with your readers on an emotional level by telling stories, sharing experiences, or addressing common frustrations and challenges. Emotional engagement makes your content more memorable and shareable.
- Close with Impact: End your article with a strong conclusion that reinforces the key takeaways. Include a call to action that encourages further engagement, such as commenting, sharing, reading another article, or signing up for a newsletter.
Video Script Formulas
Far from mere entertainment, videos possess the unique ability to weave complex narratives into digestible, compelling pieces of content that can inform, persuade, and evoke emotion. Crafting an effective video script is a process that demands a keen understanding of narrative flow, audience engagement, and the subtle art of persuasion.
Here, we explore formulas designed to elevate your video content, transforming your scripts into captivating narratives that resonate with viewers and drive them to action.
39. The 5 C’s (Context, Challenge, Conflict, Climax, Conclusion)
This formula provides a comprehensive framework for building your narrative, ensuring a captivating progression from introduction to resolution.
How to Use The 5 C’s Formula:
- Context: Set the stage by introducing the backdrop and key characters, grounding your audience in the story’s world.
- Challenge: Present the central problem or goal, establishing the narrative’s driving force.
- Conflict: Explore the hurdles and opposition faced by the protagonists, adding depth and tension to the narrative.
- Climax: Deliver the story’s peak, where tensions are highest and the outcome hangs in the balance.
- Conclusion: Resolve the narrative, offering closure and leaving your audience with a final thought or call to action.
40. The Video Sales Letter (VSL) Formula
VSLs are designed to sell by capturing attention, building interest, and compelling viewers to take action, all within a concise and engaging video format.
How to Use The VSL Formula:
- Attention: Begin with a statement that hooks your viewer immediately, addressing their needs or piquing their curiosity.
- Interest: Provide information that keeps the viewer engaged, using compelling data or unique benefits to maintain their attention.
- Desire: Amplify the viewer’s interest into a tangible desire for your product or service by highlighting its impact and value.
- Action: Conclude with a clear and persuasive call to action, directing viewers on exactly what to do next to take advantage of the offer.
41. The Problem-Solution-Proof-Benefit
This formula addresses the viewer’s core issues head-on, providing a structured approach to presenting your product or service as the ideal solution.
How to Use The Problem-Solution-Proof-Benefit Formula:
- Problem: Begin by clearly identifying a problem that resonates with your target audience, drawing them into your narrative.
- Solution: Introduce your offering as the solution to the problem above, directly linking its features to the viewer’s needs.
- Proof: Strengthen your proposition with evidence, such as testimonials, data points, or case studies, to validate your claims.
- Benefit: Highlight the tangible benefits the viewer gains by choosing your solution, focusing on how it improves their situation or resolves their problem.
42. S.T.A.R. Moment (Something They’ll Always Remember)
Designed to create a memorable highlight in your video, the S.T.A.R. Moment is about crafting a pivotal scene or revelation that leaves a lasting impact on your audience.
How to Use The S.T.A.R. Moment Formula:
- Identify a moment in your script that can serve as a powerful, memorable event. This could be a surprising fact, an emotional testimonial, or a dramatic demonstration.
- Build up to this moment with context that highlights its significance, ensuring it feels both earned and impactful.
- Use visual and auditory elements to enhance the memorability of the moment, making it stand out in the viewer’s mind.
43. Star – Chain – Hook
This formula is a dynamic method for structuring your video content, ensuring each segment smoothly transitions into the next, culminating in a compelling call to action.
How to Use The Star – Chain – Hook Formula:
- Star: Begin with a captivating opening that grabs attention. This could be a question, a bold statement, or an intriguing scenario.
- Chain: Create a sequence of logically connected points or messages that lead the viewer through your narrative, each link in the chain drawing them deeper.
- Hook: End with a compelling hook that leaves the viewer wanting more, often paired with a direct call to action that encourages them to engage further with your content or brand.
Ad Copywriting Formulas
Ad copy isn’t just text on a screen; it’s your first handshake, your opening pitch, and your best foot forward, all rolled into one. With the right words, you can turn the casual scroller into an engaged user and a curious visitor into a loyal customer.
This section explores copywriting formulas that supercharge your ads, making every word count toward higher clicks, conversions, and customer engagement.
44. Feature to Benefit (FtB)
Turning features into benefits is the core of effective ad copy. It’s about listing what your product can do; and showing your potential customers how it can make their lives better, solve their problems, or fulfill their desires.
This transformation from features to benefits directly speaks to the audience’s needs, making your offering irresistible.
How to Use the Feature to Benefit (FtB) Formula:
- Identify a Feature: Start with a specific feature of your product or service.
- Translate into a Benefit: Convert this feature into a direct benefit for your customer. Ask yourself, “Why does this feature matter to them?”
- Emphasize the Impact: Highlight how this benefit improves their life or solves a problem.
Examples:
- For a Cloud Storage Service:
- “Our platform offers end-to-end encryption (Feature), ensuring that your data remains secure and private, no matter where you are (Benefit).“
- B2B Marketing Software:
- “Our software integrates with over 500 apps (Feature), streamlining your marketing efforts and saving you valuable time each day (Benefit).“
- Fitness Tracker:
- “24/7 heart rate monitoring (Feature) keeps you informed about your health, helping you make better lifestyle choices every day (Benefit).“
45. ACC (Awareness, Comprehension, Conviction)
The ACC formula is a powerful framework for structuring your ad copy to guide potential customers through a journey of discovery, understanding, and belief. It first makes people aware of your product, helps them comprehend its value, and, finally, builds the conviction that your product is the right choice for them.
How to Use the ACC Formula:
- Awareness: Introduce your product or service in a way that captures attention.
- Comprehension: Clearly explain how it works and its unique value proposition.
- Conviction: Provide evidence or endorsements that reinforce its effectiveness and reliability.
Examples:
- For a Project Management Tool:
- “Tired of juggling tasks and missing deadlines? (Awareness) Our project management tool simplifies workflow with intuitive planning and tracking features (Comprehension), trusted by over 10,000 teams worldwide to deliver projects on time, every time (Conviction).“
- Sustainable Fashion Brand:
- “Looking for eco-friendly wardrobe options? (Awareness) We use only organic materials, reducing environmental impact without compromising on style (Comprehension). Join the movement loved by eco-conscious fashionistas everywhere (Conviction).“
- Home Security Systems:
- “Worried about home security? (Awareness) Our advanced security systems offer real-time monitoring and alerts, giving you peace of mind 24/7 (Comprehension), recommended by 9 out of 10 homeowners for its reliability and ease of use (Conviction).“
46. Unique Selling Proposition (USP)
A Unique Selling Proposition (USP) clearly communicates what makes your offer different and better than the competition. It’s the cornerstone of effective ad copy, directly addressing why a customer should choose you over anyone else.
How to Use the Unique Selling Proposition (USP) Formula:
- Identify What Makes You Unique: Pinpoint the aspects of your product or service that set it apart.
- Highlight the Benefit: Focus on how this uniqueness benefits your customer.
- Emphasize Exclusivity: Make it clear that this benefit is only available through your product or service.
Examples:
- Eco-Friendly Cleaning Products:
- “Switch to our cleaning products and join the movement towards a greener planet. Our exclusive formula, derived entirely from plant-based ingredients, offers unmatched cleaning power without harming the environment.“
- Custom Tailoring Service:
- “Experience the perfect fit with our custom tailoring service. Unlike off-the-rack options, our suits are designed to complement your individual style and physique, ensuring you look and feel your best at all times.“
- Online Course Platform:
- “Master a new skill in half the time with our accelerated learning platform. Our unique methodology combines personalized learning paths with interactive tools, setting you on the fastest track to expertise.“
47. Picture – Promise – Prove – Push (PPPP)
This formula guides you in creating a vivid scene for the customer, making a promise based on that scene, proving your claim, and then compelling them to act.
How to Use the Picture – Promise – Prove – Push (PPPP) Formula:
- Picture: Paint a vivid picture of the problem or desire.
- Promise: Make a promise that your product or service will solve this problem or fulfill this desire.
- Prove: Offer evidence or testimonials to prove your promise is reliable.
- Push: Encourage immediate action with a strong call to action.
Examples
- Innovative Home Gadgets:
- “Picture a home where every device simplifies your life. We promise innovation that transforms your living space into a smart home. From voice-activated lighting to automated cleaning, our customers are living in the future. Make the switch to smarter living now.“
- Personal Finance App:
- “Envision managing all your finances effortlessly in one place. Our app promises a stress-free way to budget, save, and invest. With thousands of five-star reviews, we’ve changed the financial landscape for our users. Take control of your finances today.“
Specialized Copywriting Formulas
Copywriting is not one-size-fits-all. Some scenarios demand a tailored approach, blending creativity with strategy to achieve the desired outcome. To diversify your set of tools, the following copywriting formulas are for those times when conventional writing just doesn’t cut it.
From making an emotional appeal to breaking down intricate concepts, these formulas are your secret weapon for creating impactful, nuanced copy that stands out.
48. SLAP (Stop, Look, Act, Purchase)
This formula is designed to grab attention quickly, hold the viewer’s gaze, encourage interaction, and ultimately drive a purchase decision.
How to Use the SLAP Formula:
- Stop: Start with something that makes your reader pause in their tracks.
- Look: Keep their attention with compelling or visually engaging content.
- Act: Encourage a specific action with a clear, concise call to action.
- Purchase: Make the path to purchase easy and straightforward.
Examples:
- B2B SaaS Productivity Tool:
- “Overwhelmed by tasks? (Stop) See how our productivity platform can turn chaos into order. (Look) Sign up for a free demo today. (Act) Streamline your workflow and boost productivity effortlessly. (Purchase)“
- Enterprise Cybersecurity Solutions:
- “Cyber threats lurking? (Stop) Discover enterprise-grade protection with our cybersecurity suite. (Look) Request your comprehensive security assessment now. (Act) Safeguard your business data with cutting-edge security. (Purchase)“
49. The String of Pearls Method
This method involves connecting a series of benefits or features (the pearls) in a narrative that highlights the overall value proposition of your product or service.
How to Use The String of Pearls Method:
- Compile a list of key benefits or compelling features of your product or service.
- Craft a narrative that weaves these benefits together in a logical, appealing story.
- Ensure each point reinforces the value of your offer and leads seamlessly to the next.
Examples:
- B2B Cloud Storage Solutions:
- “Experience unparalleled data security with end-to-end encryption, enjoy instant access to your files from anywhere in the world, and never worry about data loss again with our automated backup solutions.“
- B2B Custom Software Development:
- “From initial concept to final implementation, our custom software solutions are tailored to your specific business needs, ensuring seamless integration with existing systems and providing scalable architecture for future growth.“
- B2B Financial Management Software:
- “Simplify your financial operations with real-time insights, automate tedious accounting tasks, and make informed decisions with predictive analytics tailored for B2B enterprises.“
50. The G.A.P. Model (Goals, Abilities, Perseverance)
The G.A.P. Model focuses on identifying and bridging the gap between a customer’s current state and their desired outcome. It underscores setting clear goals, leveraging existing abilities, and encouraging the perseverance needed to overcome obstacles.
How to Use The G.A.P. Model:
- Goals: Clearly define the objectives your product or service can help the customer achieve.
- Abilities: Outline how your offering enhances or complements the customer’s existing capabilities.
- Perseverance: Motivate customers to push through challenges, emphasizing how your solution supports them throughout.
Examples:
- B2B Project Management Software:
- “Set ambitious project goals without fear of complexity. Our software enhances your team’s abilities to manage tasks and deadlines efficiently. With our support, perseverance in the face of project challenges becomes your new standard.“
- B2B Digital Marketing Service:
- “Reach your marketing goals by amplifying your brand’s digital presence. Our services build on your team’s abilities, introducing strategies that adapt to market dynamics. Together, we’ll persevere through the ever-changing digital landscape for measurable growth.“
51. OATH Formula (Oblivious – Apathetic – Thinking – Hurting)
This formula addresses the customer’s journey from unawareness to recognizing a need. It’s a powerful tool for tailoring your message to the audience’s awareness and emotional state.
How to Use The OATH Formula:
- Oblivious: Address customers who are unaware of the problem.
- Apathetic: Speak to those who recognize the problem but lack the motivation to solve it.
- Thinking: Target individuals who understand the problem and are considering solutions.
- Hurting: Focus on customers in immediate need of a solution to their problem.
Examples:
- B2B Cloud Solutions:
- “Unsure why the cloud matters to your business? Learn how cloud computing revolutionizes data management and security. For those on the fence, consider the competitive edge and cost savings. Ready to move? Let’s explore tailored cloud solutions for your immediate needs.“
- Enterprise Resource Planning (ERP) Software:
- “If ERP systems haven’t been on your radar, it’s time to discover their transformative potential for business operations. For those recognizing inefficiencies but hesitant about change, an ERP solution represents a strategic leap in productivity. Evaluating your options? Our ERP software addresses complex business challenges with simplicity.“
52. UPWORDS Formula (Universal Picture Words Or Relatable, Descriptive Sentences)
UPWORDS leverages vivid, relatable language to create mental images that resonate with the reader, enhancing the impact of your message by making it more memorable and engaging.
How to Use The UPWORDS Formula:
- Utilize words and phrases that evoke sensory experiences or common scenarios.
- Craft sentences that paint a picture in the mind of the reader, making your message stick.
Examples:
- B2B Office Furniture:
- “Envision stepping into an office space where every piece of furniture combines comfort with productivity. Our ergonomic designs transform work environments into havens of creativity and efficiency.“
- Professional Networking Events Platform:
- “Imagine a bustling room filled with industry leaders, innovative thinkers, and potential partners. Our platform brings this scene to your screen, connecting you with opportunities that shape the future of your business.“
- B2B Financial Software:
- “Visualize a dashboard where financial insights flow like a clear stream, guiding your business decisions with precision. Our financial software turns this vision into reality, simplifying complexity into actionable intelligence.“
Psychological & Engagement Formulas
The power to influence and engage lies at the heart of these specialized formulas. They go beyond mere words on a page, engaging the reader’s psyche and creating a magnetic pull toward your message.
These copywriting formulas harness the principles of human behavior to create content that engages, persuades, and retains attention.
53. Sonia Simone’s 5 Pieces Every Great Marketing Story Needs
Former Copyblogger co-founder Sonia Simone formulated a method for crafting marketing stories based on the belief that effective storytelling can profoundly influence audience perception and behavior. This method structures your marketing narrative into five distinct parts, ensuring a coherent, engaging, and persuasive story that resonates with your audience and prompts them to action.
How to Use Sonia Simone’s 5 Pieces Formula:
- Introduction: Start with an engaging opening that sets the stage.
- Problem: Introduce a problem that your audience can relate to.
- Solution: Present your offering as the solution to the problem.
- Success: Describe the success or outcome of using the solution.
- Conclusion: Wrap up the story with a call to action or a moral.
Detailed Example for a B2B Software Solution:
- Introduction: Meet Jane, a project manager struggling to keep her remote team in sync and projects on track.
- Problem: Despite using multiple tools for communication and task management, deadlines were missed, and team collaboration suffered.
- Solution: Then, Jane discovered ProjectHarmony, our all-in-one project management software designed specifically for remote teams.
- Success: With ProjectHarmony, Jane’s team bbecame more cohesive, and project efficiency skyrocketed. Deadlines were met with ease, and team morale improved significantly.
- Conclusion: ProjectHarmony didn’t just solve Jane’s problem; it transformed her team’s way of working. Discover what ProjectHarmony can do for your team. Try it now.
54. The 3 Reasons Why
This simple copywriting formula breaks down the rationale behind a decision or action, providing clarity and persuading through logic.
How to Use The 3 Reasons Why Formula:
- State Your Claim: Begin with what you want your audience to do or believe.
- Give Three Reasons: Support your claim with three compelling reasons.
- Conclude with Impact: Summarize how acting on these reasons benefits the reader.
Examples:
- Cloud Computing Services:
- “Switch to our cloud services for unmatched security, scalability, and cost-efficiency, ensuring your business remains competitive and secure.“
- Professional Development Workshops:
- “Invest in our workshops to equip your team with the latest skills, foster a culture of continuous learning, and drive innovation within your organization.“
55. So What?
Last but not least a potent tool in copywriting, designed to cut through the noise and directly address the reader’s inherent skepticism or indifference. It challenges you to anticipate and answer the most critical question in your audience’s mind: “Why should I care?”
This approach ensures that every piece of information you present is tied back to a tangible benefit or outcome that matters to the reader, making your copy more persuasive and impactful.
How to Use The “So What?” Formula:
- Present a Feature or Fact: Start with a statement about your product, service, or idea. This could be a feature, an achievement, or any piece of information you’re communicating.
- Invoke “So What?”: Immediately challenge this statement with the question “So What?”. This forces you to look at your statement from the audience’s perspective, focusing on its relevance.
- Answer with a Benefit: Provide a compelling answer that translates the feature or fact into a clear benefit for the reader. This answer should articulate why the information matters to them, tying it to their needs, desires, or pain points.
- Reinforce with Specificity: Whenever possible, add specificity to your benefit to make it more tangible and relatable. Use data, anecdotes, or comparative statements to strengthen your case.
Detailed Example for a B2B CRM Platform:
- Feature: “Our CRM platform features advanced analytics tools.”
- So What? This might initially seem like just another technical aspect to a prospective user.
- Benefit: “These tools enable you to understand customer behavior in depth, anticipate market trends, and tailor your strategies with precision, leading to a direct increase in sales conversions and customer retention rates.”
- Reinforcement: “In fact, businesses using our advanced analytics have seen a 25% uplift in conversions within the first quarter alone.”
More Examples:
- Cloud Storage Service:
- “We offer industry-leading encryption standards.”
- So What? “This means your critical business data is protected against breaches, ensuring compliance and peace of mind in a landscape where 60% of businesses face cybersecurity threats yearly.”
- E-commerce Platform:
- “Our platform can handle over 100,000 transactions per minute.”
- B2B Marketing Automation Tool:
- “Our tool integrates seamlessly with over 500 apps.”
- So What? “This integration simplifies your workflow, reduces manual data entry by up to 70%, and creates a more cohesive strategy across all your marketing channels.”
Bonus: Literary Devices
A FOREST (Alliteration – Facts – Opinions – Repetition – Examples – Statistics – Threes)
A FOREST is a mnemonic device that ensures your copy is rich, persuasive, and memorable by incorporating diverse elements.
Why Use A FOREST Copywriting Formula:
- Alliteration adds a lyrical quality to your message, making it more pleasing to the ear and easier to remember.
- Facts ground your argument in reality, providing a solid foundation that lends credibility to your claims.
- Opinions, especially those from respected sources, add weight and authority, enhancing your persuasive power.
- Repetition is a strategic tool that emphasizes your key points, ensuring they stick in the reader’s mind.
- Examples bring your assertions to life, offering relatable scenarios that illustrate your points.
- Statistics offer concrete evidence that bolsters your argument, appealing to the logical side of your audience.
- Lastly, presenting information in threes capitalizes on a pattern that the human brain naturally finds satisfying and complete, making your content more engaging and memorable.
How to Use A FOREST Formula:
- Alliteration: Use for memorable phrases.
- Facts: Ground your argument in reality.
- Opinions: Share expert insights or popular beliefs.
- Repetition: Reinforce key points.
- Examples: Illustrate with real-life scenarios.
- Statistics: Add credibility with data.
- Threes: Present information in trios for impact.
Example:
- B2B Eco-Friendly Product Line:
- “Sustainable, Strong, and Stylish – Our products combine all three. With 80% recycled materials, endorsed by environmental experts, and proven to reduce waste in over 500 businesses, they’re your best bet for a greener future.“