Copywriting is all about getting your audience to act. You need to create an emotional connection that resonates.
Using formulas within your writing can help you produce copy that is effective. As with everything, different formulas work for different goals, content types and writing styles. We want to thank the awesome Stacey Corrin for collating these all together. To help you boost your copywriting skills, here are a selection of formulas to choose from. In some cases, we have added examples to help.
Headers
[Action] for [time] [result] - the result is based on spending time doing the action
[Do something] like [world-class example] - example - Write truthful fascinating copy like David Ogilvy
Even the [persona] can [action] [statement] - helps someone take action
Get rid of [problem] once and for all - helping them remove stress from their lives
[Have a/build a]... you can be proud of - empower them to create something that they will be proud of and so will you - example - Build a chemistry library collection you can proud of
Here is a method that is helping [target audience] to [benefit you provide] - helping your readers to help them in a specific situation
Here’s a quick way to [solve a problem] - help them save time with problem-solving advice
How to [action] when [statement]: [persona] edition - when searching, people are most likely going to search 'how to...'. Example - How to successfully your academic work: early career researcher edition
Little-known ways to.... - great to feel like they are early adopters and you're opening the door to them
Now you can [have/do something desirable] [great circumstance] - achieve something with a great outcome
[Number] [item] [persona] will love (Hint: [statement]) - example - 5 publishing tips authors will love (Hint: The only require 15 minutes of time)
[Number] signs [action] (Don’t worry: [statement]) - split into two sections - first is the problem, the second offers reassurance
[Number] ways to [action] your [blank] without having to [action] [item] - highlights the problem and offers a resolution
[Power word] your [persona] at [activity] [result] - can help with search engine rankings, aligns being competitive and setting a goal. Example - Dominate your fellow Monopoly players so you'll be richer than the bank
The [persona]-Friendly Guide To [activity] (statement) - when 'guide' is used, it can imply comprehensive detail
The secret of...? - creates an emotional response. The reader feels like if they don't know the secret, they could be left out
We [verb] [object]: Here’s what we learned - more for case studies
What everybody ought to know about - example - taps into the fear of missing out
Who else wants...? - spin on 'how to'
Why I Got [action]: Every [persona] should be aware of [statement] - 'Why' creates curiosity, pair with the persona to make it specific
Email/Blog Headers
The Data Formula
Use statistics to increase curiosity.
[Percentage] + __________
________ is rated as [best/worst/most] + [noun]
Something cool gets [percentage growth/improvement] over old way
The Endorsement Formula
Uses proof of evidence.
[Insert quote] by [author’s name]
[Event/group name] + “[insert quote]”
[Testimonial quote/question]
[Special phrase] + [benefit/emotional statement]
The How-To Formula
Popular for blogging.
Attention-grabbing statement + [how to do something better]
How [outstanding example/normal person] does something cool
How to [accomplish/fix/solve/do something]
How to [accomplish/fix/solve/do something] + without “x”
The Inquiry Formula
What/When/Where/Who/How + [question statement]?
The Report Formula
Focused on trending topics and research.
New [agency/research institute] approved [process/device] + [benefit]
Innovative [system/process/product] + [benefit]
Introducing [technique/system/process] + [benefit/mystery]
The Shorty
Just two or three words to get attention
Have A Moment?
Quick Question
Big Sale
Huge Discounts
Are You Watching?
This/That Formula
Have you ever....
This [technique/system/process/product/strategy] boosted my [asset] engagement
A [technique/system/process/product/strategy] that can [benefit] your [action e.g. blogging]
This [technique/system/asset/process/product/strategy] changed my life…
Blog Copy Formulas
AAPPA: Attention, Advantage, Proof, Persuasion, Action
Common sense approach.
Attention: Get the reader’s attention
Advantage: Offer something of advantage to them
Proof: Prove what you say is true/trustworthy
Persuasion: Persuade readers to take the advantage that’s so valuable to them
Action: Get them to take action
ACCA: Awareness, Comprehension, Conviction, Action
Focus on clarity and better understanding.
Awareness: Make your readers aware of the problem
Comprehension: Add clarity. Explain how the problem affects them and that you have a solution
Conviction: Create conviction which encourages them to take action
Action: Direct them to take action
AICPBSAWN
Great for blog post structures.
Attention: Get the reader’s attention
Interest: Generate interest and curiosity
Credibility: Provide a reason for why they should trust you over others?
Prove: Prove this through examples and testimonials
Benefits: Explain how the reader will benefit from your offering
Scarcity: Introduce a sense of scarcity. For example, a time-limited offer
Action: Get the reader to take action
Warn: Warn the reader of the consequences of not taking action
Now: Make it urgent so they take action now
AIDA: Attention, Interest, Desire, Action (popular)
Attention: Getting your reader’s attention
Interest: Generate interest and curiosity
Desire: Provide something they desire the most
Action: Get them to take action
AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close
Sales letter related.
Attention: Get your reader’s attention
Interest: Generate interest and curiosity
Description: Describe the problem, solution and information that provides the reader with more detail
Persuasion: Persuade readers to take action
Proof: Provide proof. Prove they can trust you to deliver
Close: Close with a call to action
FACE: Familiar, Audience, Cost, Education
Helps when the content length is unclear.
Familiar: How familiar is your audience with your blog? Do you need to build on that familiarity to generate trust?
Audience: Who makes up your target audience?
Cost: How much does your product or service that you’re offering cost?
Education: Do you need to teach your audience anything first before closing in on your offer?
IDCA: Interest, Desire, Conviction, Action
When you have their attention already.
Interest: Create interest for your readers
Desire: Make them desire something
Conviction: Reassure and convince
Action: Direct them to take action
PAS: Problem, Agitate, Solution (popular)
Problem: Provide a problem you know your readers have
Agitate: Use emotion to agitate the problem, making it seem worse
Solution: Offer the reader a solution to the problem
PASTOR: Problem, Amplify, Story, Transformation, Offer, Response
Problem: Explain and identify the problem to the reader
Amplify: Amplify the problem by showing the consequences of not solving it
Story and Solution: Tell a story about someone who solved their problem by using your solution effectively
Transformation and Testimony: Further prove and strengthen your case with real-life testimonials
Offer: Explain what your offer is
Response: End your copy with a call to action explaining what readers should do next
PPPP: Picture, Promise, Prove, Push
Storytelling formula.
Picture: Paint a picture through storytelling to create a desire for your offering
Promise: Show the benefits you promise to deliver on
Prove: Prove this through case studies, testimonials and other evidence
Push: Get the reader to take action through careful encouragement
QUEST: Qualify, Understand, Educate, Stimulate/Sell, Transition
Qualify: Prepare the reader for what they’re about to read
Understand: Show the reader that you understand them
Educate: Educate the reader on the solution to the problem at hand
Stimulate/Sell: Sell your solution to the reader
Transition: Turn your reader from a prospect into a customer
The 6+1 Formula
Focuses on using context.
Step 1: Context – Secure the context or circumstances by asking and answering the questions; “Who are you? Why are you talking to me?”
Step 2: Attention – Get the attention of your audience
Step 3: Desire – Make your readers desire and want something
Step 4: The Gap – Establish the gap now that the reader knows they have to take some kind of action. This means, explain the consequences of them not taking action
Step 5: Solution – Offer your solution
Step 6: Call to Action – End the proposition with a call to action
Call To Action Copy Formulas
Elements Of An Offer Formula
Helps write an effective call to action.
Show what the reader will get
Establish the value
Offer a bonus (conditional on following through)
Display the Price
Trivialise the price by making it appear unimportant
Offer a guarantee for reassurance
Risk Reversal, for example, if your solution doesn’t work 100% after X amount of days, you’ll offer a full refund
Make your offer limited for a certain amount of time or people to show scarcity
Get...
I Want Button
I want to...
I want you to...
RAD: Require, Acquire, Desire
Require: Give your readers the information they need before the CTA
Acquire: Make it easy for them to acquire the CTA
Desire: Make them desire what your CTA offers
TPSC: Text, Placement, Size, Colour
Text: Your text should be clear, short and direct. It should also offer value while creating urgency
Placement: Your button should be in the most logical place, preferably above the fold.
Size: It shouldn’t be so big that it distracts the reader, but not so small that it’s overlooked
Colour: Use colour and whitespace to make your button stand out from the rest of your website
Remember, the most important aspect of every formula is to understand your customer, be consistent and truthful. Make sure you use their language and address their needs and problems, if you don’t, it may not be successful.
If would like to learn more about the art of storytelling, watch our Masterclass in our YouTube channel.
We did quite a bit of research around this topic but most notably was Stacey Corrin who had pulled together all these various styles into one blog post. We have summarized and reordered her findings but if you would like to read the original, please find it here. She rocks!