Becoming a better copywriter is all about practice. There are dozens of different formulas out there but I’ve narrowed down my top ten for beginners. Think of these as templates or cheat sheets that will help you get started with your own projects quickly and easily!
These formulas I am about to share are not new. It’s been around for a long time, but I do believe that not enough attention is given to them.
The first one is the FAB FORMULA
FAB formula is broken into three sections. No matter your skill, experience, or time spent as a copywriter, all content can and should be broken into these areas.
- Features — What are you offering?
- Advantages — How does it help solve a problem or make things better?
- Benefits — What does the reader get out of this?
Perfect for: Sales Copy and Product Copy
The second one is the BAB FORMULA
BAB is a framework you can use to structure the copy in your email marketing campaigns. It is a conversion-oriented formula designed to make a particular offer (like a product, event or content piece) that appeals to the wants and needs of your reader. It’s designed to identify pain points being felt by your visitor.
- Before — This is what your life is like now.
- After — This is how you’ll feel once the problem has been solved.
- Bridge — This is how you get there.
Perfect for: structuring the copy in your email marketing campaigns.
The third one is the 4 P’S FORMULA
The 4 Ps formula consists of promise, picture, proof, and push in place of the four elements of attention, interest, desire, and action.
- Picture — Grab the reader’s attention by painting a picture that creates desire.
- Promise — Explain how the offering delivers that desire.
- Prove — Use evidence to support that promise.
- Push — Convince the reader to commit.
Perfect for: Structure for keeping your copy tight and focused.
The fourth is the 4 U’S FORMULA
The 4 U\’s indicate four elements that produce powerful content
- Useful — How can you help the reader?
- Urgent — Create a sense of urgency.
- Unique — Explain how the benefits can’t be found elsewhere.
- Ultra-specific — Don’t be vague.
Perfect for: Use them as a checklist for writing powerful headlines, creating a sense of urgency, like FOMO, as an emotional trigger that gets the reader to act quickly.
The fifth is the 4 C’S FORMULA
These are just general best practices that should be followed with all of your copy. Regardless of the length, goal, or distribution channel.
- Clear — Make sure your copy is as clear as possible.
- Concise — Keep it short and to the point.
- Compelling — Spark some interest and grab the attention in an irresistible way.
- Credible — Explain why the reader should trust your product, service, or brand.
Perfect for: Beginners to prioritize.
The sixth is the ACCA FORMULA
Compared to the other formulas it is different because of the “comprehension” phase. It’s your job to give the reader a deeper understanding of the problem and solution.
- Awareness — Identify the problem or situation at hand.
- Comprehension — Explain how the problem affects the reader.
- Conviction — Persuade the reader to follow your solution.
- Action — End with a strong call-to-action.
The seventh is the WHAT FORMULA
The idea behind this formula is simple. Every time you make a statement, ask yourself, “so what?” This forces you to explain the benefits in greater detail. Our agency creates the best website content! So what? So we can help you generate more traffic, drive conversions, and rank higher in SERPs. The first part of that copy isn’t useful without the “so what” aspect
The eighty is the OATH FORMULA
The OATH formula forces you to write a copy that’s audience-specific. It can help you write unique copy based on the reader’s market awareness of your brand, product, or service.
Oblivious — Reader has no clue about your brand or offer.
Apathetic — They are aware of you but uninterested or indifferent.
Thinking — The reader has identified a potential need.
Hurting — They have a problem that desperately needs to be solved.
The ninth is the PAS FORMULA
The PAS formula goes beyond just identifying a problem. It invokes fear in the reader by explaining what could happen to them if the problem isn’t solved.
Problem — Identify the problem at hand.
Agitate — Explain the negative impact of having this problem.
Solve — Offer a solution.
The last one is the OBJECTIONS FORMULA
Objections formula addresses common objections a reader could have with your offering.
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I know this is a mouth-full but if you want to become good in copywriting, you should try to remember them because they are not just effective, they have a proven track record that it works.