Copywriting is a form of writing utilized to get an audience to take action and take action, however, as any copywriter will tell you the process of achieving this is not easy. Since there are a variety of variables that determine the likelihood that a reader will take action There are a myriad of formulas for copywriting to make sure you cover every aspect. What formula do you choose to choose?
Different formulas are suited to different content types, goals as well as writing style. To help you select the right one for you I've consulted experts. Find out the five formulas that copywriters use, their reasons for using them as well as an example of every one.
One of the best options for distributing content effectively is to develop an online social media content calendar. It is unfortunate that not every marketer can manage the calendar in a hurry. This is a pity since calendars for content are an important element of making use of social media, especially for small businesses.
What are the key elements of a successful formula for copywriting?
According to a freelance copywriter Bob Bly the most effective formulas for copywriting contain a few elements they share: They're simple to remember and master, they can assist both experienced and novice copywriters to create efficient copy. They also have proven track records that are successful, and in some instances, decades-long and record of success.
Here's an overview of the most popular formulas for copywriting that exist, and why you should be considering using them. (Just be aware that anyone can utilize a formula - it's all within the method!)
Formula #1 for copywriting The 4Cs
According to the formula 4Cs, compelling copywriting is precise, concise, persuasive and trustworthy. Let's break it down.
Clean: Your copy must be understood by all. According to Bly says that you can help make your writing more clear with the use of small words and short sentences, as well as headers and bullet points but the real key to clarity is understanding your target audience and the goals you want to achieve.
Briefly: This is conveying information with the smallest number of words.
Engaging: Copy must also be engaging enough to attract your audience to actually be able to. The keyis Focusing on the reader's needs and their issues, needs and wants.
Affable: Finally, your copy must be trustworthy. You can publish whitepapers, thought leadership pieces, and testimonials from customers. These kinds of content are able to convey key brand messages but also overcome reader doubt.
Copywriting formula #2 Solution, Problem and then find a solution (PAS)
According to Maciej duszynski, content writer on websites for advice on resumes Zety and ResumeLab the formula is "old school" copywriting formula that is where the writer presents a problem that the person reading it experiences and uses emotion to bring the issue home and provides solutions.
"When used correctly, the problem, agitate, solution copywriting formula results in the reader's full attention," said Michael Tomaszewski, another writer at Zety.
"They'll be dying to find out what the solution is, and when you finally offer it--and throw in a clear, concise, compelling and credible call to action-- you'll have generated great-quality leads, I guarantee," he said.
In actual fact, Benjamin Houy, founder of the Self-study French class French Together and French Together, has said that PAS is his preferred copywriting method because it's simple for copywriters of all levels to learn in addition to "has the ability to quickly turn prospects' problems into powerful copy."
"The idea is to focus on a key problem prospects face, mention it with vivid examples, talk about it some more and finally offer a solution."
Following French Together newsletter Email Permutator uses this formula to write copywriting, and has contributed to the creation of many thousands in income in the French course.
A point to note: Corina Leslie, the PR manager at the company that validates emails, ZeroBounce and ZeroBounce, stated that although she utilizes an PAS-based formula on email and on social media and it is still delivering results, she's concerned "it's become a bit too popular among marketers, so people are less likely to react to it."
Copywriting formula #3 After-before bridge
In addition, Leslie suggested the before-after Bridge formula, which begins with a positive aspirational note, rather than the negative formula in PAS.
"It invites the reader to picture paradise--and how to get there with your help," she explained.
For the purpose of using the bridges that are before-after, Leslie said you have to be aware of the desires and needs of the audience and express this in the very first sentence. After that, you can employ examples to show how other people have achieved this goal, and how readers can reach it, too.
"Back up your claim by listing tangible benefits," she continued. "Finally, end with a powerful, irresistible call to action."
The email below using the bridge-before-after formula is the type of email Leslie said was the "best-performing email ever".
Shelby Rogers, content marketing manager for web experience platform Solodev and Solodev, was in agreement before-after bridges are effective because they establish an interaction between the writer and the reader and, consequently is an entry point to other copy.
"After making that connection, you show a solution ... of what would be appealing to readers. Spend the bridge showing how your solution gets them from Point A to Point B," she added. "If you've done your customer research before writing content, your Before section will grab your audience's attention with a relevant pain point."
Rogers explained that Solodev also utilizes bridges that are before-after in Solodev's CMS comparison guides because one of the main complaints that they receive from prospective as well as new clients is the CMS marketplace is confusing and complicated.
"We then offered a solution--an easier way to comparison shop--and used the ending to show a bridge to those comparisons," explained Rogers. "We parallel the formula in our landing pages for the e-book downloads as well, and we've found success with it. Our comparison guides remain the highest-downloaded e-book offerings on our website."
Copywriting formula #4: Attention, interest, desire, action (AIDA)
Bly declared she believed that AIDA--Attention Attention, Desire, Interest, and Action --is among the oldest formulas used in copywriting. Similar to the Copywriting Formulas mentioned above, it requires the writer to draw the attention of the reader through persuasive writing, draw readers' attention to the relevant product or service; make the reader want to purchase the item or service and finally ask the reader to act.
Bly described it as one of his most-loved formulas, and said he's been using it for years.
If you're searching for an excellent illustration the copywriting formula take a look at the tech giant Apple is using AIDA throughout its site in order to encourage customers to join -- and increase their participation in its ecosystem.
Formula #5 for copywriting 5: Storytelling
Though it could be a less formalized formula, Lou Hoffman, CEO of the PR agency The Hoffman Agency, said his support for the anecdote since it's an instrument used by journalists when they write stories, such as the one above.
Billy Bross, consultant to the digital agency Linchpin Media, also suggested what he described as "stories by default" as an substitute for formulas. He employs "heavily story-based" emails to his subscribers five times a week.
"Many people make a pretense to the importance of story in copywriting however, very they rarely actually utilize stories. It's more of an afterthought "Oh, I'll sprinkle it into a story later and then,'" said Bross. "I thought to myself: if stories work and are so effective, why shouldn't we just utilize them as a default? Then, only take them off only if there's a motive to.'"
SEO Blogger Rob Powell of the Rob Powell Biz Blog also advocated for storytelling--provided those stories include character, conflict, and resolution.
"We've been telling each other stories for hundreds of thousands of years. It's part of our evolution. And that's why storytelling is so effective as a copywriting technique," said he explained. "In the copy that you use on a landing page, the character could be your customer. The conflict would be the problem that she faces. And the resolution would be your product."
However, Powell said that stories can be about a company or the person who is selling the product.
"In this scenario, the character is you, the conflict is the years of struggle and frustration that you went through. And the resolution is the aha moment when it all clicked for you...This is a formula that you see on many sales and about pages. It's a very effective way of positioning yourself as the solution to your customer's problems."
Powell said that you can observe this method of marketing by companies like Toms Shoes. The founder Blake Mycoskie's Bio reads, "While traveling in Argentina in 2006, Blake witnessed the hardships of children without shoes. The solution he came up with was easy, yet radical creating a non-profit company that could be sustainable and not dependent on donations. Blake's vision quickly became an idea for a business that became the foundation of Toms."
Alice Corner, content writer at the maker of online infographics, Venngage she advised to take this idea a step further and embrace the power of snark to promote your product by telling stories.
"For example, when I'm sharing an article I've written on social, I would say something like, 'Women in tech don't usually occupy leadership positions. But at Venngage, they do,'" she added. "Obviously this doesn't work for every business, but if the tone is right for the brand it can be super effective."
Use these formulas for copywriting for when you're in need.
Copywriters don't always require formulas, however it's recommended to increase your knowledge base. These formulas can be particularly beneficial for writers who are just beginning their careers who want to develop or verify their style.
"With experience, you'll notice that your copy flows in a natural way and is in line with some (or most) actual formulas simply because you focus it on the readers' benefit," he added. "This is not to say that formulas, acronyms and other kinds of tricks are useless."
These formulas for copywriting can be useful to begin with copywritingquickly. If you're suddenly faced with writing ads , or you're struggling to get words down on paper try these formulas. Give them an attempt for a quick copywriting boost.