Copywriting is an art that takes most marketers years to master. It is especially hard at a time when engagement levels are at an all-time low. It is not surprising that 79% of readers never read the entire web copy in front of them. Instead, they just skim through it.
So, what should you do to get people to actually read your copy? Apart from your presentation, the words you choose and how you put them together on the page often have the most impact. That is why you have copywriting formulas to streamline the process further.
In order to better grasp the benefits of content marketing, Let’s know what copywriting formulas are, why you need them, how to pick the right formula for you and look at a few copywriting examples for better understanding.
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Copywriting formula is a method for writing a persuasive copy. A copy is written information that promotes a service or product either virtually or offline.
Writers usually write copy to convey different types of information to audiences and urge readers to take some action, such as purchasing or subscribing.
They aim at boosting traffic, engagement, leads, and conversion rate or the percentage of website visitors who become paying customers. The various forms of copy include – a web page, a blog post, an email, a headline, or even an ad.
Copywriting formulas can help writers write a clear, useful, and appealing copy for their intended audience. Writers can utilize a variety of formulas to write a copy that is aligned with their company’s mission and purpose. Instead of inventing a new structure for each assignment, writers can finish their tasks faster and consistently by following these useful formulas.
Good formulas are typically easy to remember and work well in persuading potential customers to explore more about a company.
Adopting copywriting formulas means you won’t have to start fresh each time you sit to draft one. You have a clear idea of what to write and how to write it, freeing up your mind for more brainstorming and an influx of creative ideas.
It might serve as a helpful guide for writers attempting to advertise a service or product. Here is a look at the other advantages of using copywriting formulas:
There are a few characteristics that all the top copywriting formulas have:
The best way to choose the right copywriting formula is to
When you are sure about this, you can easily choose the right copywriting formula for yourself.
Here, we have a list of the top proven copywriting formulas you can choose from.
This well-known copywriting technique may be used in various content types, including YouTube advertising, landing pages, email newsletters, and social media posts. The basic premise of the AIDA copywriting formula is simple: To get people’s attention, be funny or over-the-top. Once you get a reader’s attention, the next step is to convert their curiosity into a want to learn more about your brand, followed by a call to action.
Attention – Catch the reader’s attention with a story, a persuasive or intriguing question or a statement.
Interest – Solve the reader’s problem while also providing new and fascinating information. Use unusual, unexpected or new facts to capture their interest.
Desire – Inspire the reader to really want your product by evoking certain feelings in them. Tell your prospect how and why your offer will benefit them.
Action – A clear call to action that will ideally lead to a conversion. Request them to proceed to the next stage, which is to purchase your product.
Here’s a copywriting example using AIDA,
You can write highly-converting copies using the BAB or Before-After-Bridge copywriting formula. The components of this formula are the following:
Before – Show the audience a world with the problem while stressing how it is a cause of worry. Get the audience to relate to the problem and feel as though they are currently facing it.
After – Paint a picture of the world without the problem and evoke feelings of freedom, peace, and hope. Make the audience feel good in that world and draw their attention towards the shift.
Bridge – Present your product or solution as the bridge that leads the audience from the world of problems to the problem-free world.
The psychology behind it is that if you make the audience realize how painful the problem is and how amazing the problem-free world is, they will want to know more about your product or solution that brings in the transformation.
Another well-known formula in copywriting is PAS. It’s basic but effective, demonstrating that sometimes little is more. Furthermore, It’s a popular choice for different kinds of content, right from tweets to long-form blogs. PAS copywriting formula recognizes the reader’s problem, paints a vivid picture of their pain points, and then suggests a solution. This copywriting strategy will work for you.
Problem – Mention an issue that you know your clients are facing.
Agitate – Use emotions to agitate the issue and make it appear more serious. By detailing the problem in-depth, you can make your target leads want a solution. Make them feel as if there is a pressing issue that requires immediate attention.
Solve – Provide a solution to the issue that the prospect is facing.
Maintain your problem statement concise while using PAS to attract your potential customer’s attention. Then look at why and how your service or product fits in the gaps.
FAB stands for features, advantages, and benefits. This formula is a combination of emotional appeal and the reader’s imagination. The best part is that you can use it for both long-form and short-form copies. The copywriting formula reminds us that the customer is the center of attention, and you have to stress what is in store for them.
Here’s what FAB comprises of,
Features – What your product or survive can do
Advantages – What problem does it solve
Benefits – What does that mean for the reader
You can start with the main feature of your product and what makes it better than the competition, and how it helps the customer.
Here’s a copywriting example using FAB,
This formula works for a wide range of products and services. It’s more like a checklist to see if your copy has all the elements required to persuade the reader. The 4 C’s include the following:
Clear – You must be clear so that everyone in your target audience understands what you want to convey. Don’t use jargon or difficult-to-understand language. Instead, use simple words and bullet points wherever suitable.
Concise – Don’t compose a lengthy essay. Instead, make sure that you keep it short and crisp by using minimal words to get to the point.
Compelling – Use anecdotes to grab your lead’s interest, then focus on their issue and offer a solution.
Credible – Make sure that the target audience finds you credible. Publish your copies on well-known websites and provide testimonials to show that your product is trustworthy.
While many copywriting formulas appear to focus on how to tell a better story, ACCA is different. It educates the reader before providing a diagnosis that leads to action. The most common users of ACCA are non-profit organizations, but they are not the only ones. ACCA is a version of AIDA that emphasizes clarity and comprehension. You begin with your product’s unique selling proposition, build on it, and then simplify it for the layperson. Finally, include your company’s persona. All of these variables will influence how you implement this innovative formula.
Create awareness about the type of problem that your product solves.
Comprehension – This is when you delve in deeper and provide evidence in the form of facts and illustrations. Basically, everything that will help your audience progress from awareness to action. Assist your audience in understanding the reality of the problem.
Conviction – Once the lead can fully understand the situation, there has to be conviction which is a strong desire to do something. You can persuade them to take action on this issue.
Action – Conviction comes naturally if you truly want to increase awareness and encourage the prospects to know the topic well. You can then ask them to take action.
The fact that comprehension is a significant point in this formula sets it apart. While others provide more hypothetical or real-life scenarios, this one is more relevant to the reader’s current situation. When the prospect is going through whatever you’re describing, it can hit them hard enough to make a purchase.
Danny Iny devised the 6+1 formula as an alternative to AIDA. It focuses on incorporating context into copywriting. This helps you be creative and make your writing look trustworthy. And with good reason: if you don’t have credibility, your copy and offer won’t actually impress anyone.
The six steps are as follows:
Context – Why are you reaching out to the reader, and what makes you reliable? Simply put, tell your target audience who you are and why you’re speaking to them.
Attention – You must attract the reader to read on, which is the most important component of any formula. Keep your focus on grabbing their attention.
Desire – Create a desire in the prospect to seek the solution. Make the reader want to purchase your product or service. Show why they can’t live without it.
Gap – Focus on the repercussions of both actions and inactions. Explain to the reader what will occur if they don’t take any action.
Solution – Provide a solution to the problem that the target audience is experiencing. Try to present precise information directly to the prospect.
Call to action – The next step you would like the prospect to take is an action, usually purchasing your product by having a clear call to action in the end.
The formula’s +1 element is to maintain credibility throughout the copy.
The attention element of AIDCA is removed in IDCA. If someone visits your website or opens your email, you already have their attention. Therefore, you don’t have to do it all over again. In this scenario, it’s best to get straight to the point and explain what you can do for the potential lead. You can use IDCA for that, as it eliminates the need to grab attention. It has the conviction to reassure and persuade readers to take action.
Interest – Create a sense of curiosity in your readers.
Desire – Instill an urge to want what you have to offer.
Conviction – Reassure the readers and persuade them to act.
Action – Make them take the desired action.
The 4 P’s is another simple copywriting formula. Here’s what each P stands for,
Picture – To get someone into the right frame of mind, you must use words to portray the scenario you want them to be in. You can emphasize this in the problem your solution addresses or the ideal future they wish to become a part of. Paint a picture to pique the reader’s curiosity.
Promise – Once you’ve painted the picture in their minds, you need to show them how you’re going to make it a reality or how you would resolve the issue through the promises that your service or product makes. You can highlight the features and benefits here.
Prove – You can’t just commit without proving it. Support it with statistics, case studies, or a demonstration. You may paint the picture and make promises, but it’s pointless if you can’t back it up. To back your promises, provide customer testimonials and reviews.
Push – After completing these steps, it’s time to motivate the reader to take action. The call to action will drive them over the edge if you focus right on the other three P’s. Encourage your prospect to purchase in the last P.
Here’s a copywriting example using The 4P’s
This one includes four elements that you should include in your copy. These factors are primarily about what makes your proposal the best option in the first place. It’s best adapted for social media, but it can work elsewhere when done correctly.
Useful – Describe how your product will benefit the prospect.
Urgent – Make it apparent that your product or service is not available for purchase whenever the buyer wants to.
Unique – Use your one-of-a-kind selling point.
Ultra-specific – Explain your proposal in great depth while being specific.
AIDCA assumes that, in addition to a description of how the product can assist a reader, they also require confirmation that the product or the service is effective and safe. Here, you’re providing the customer with real success statistics.
Attention – A story, a convincing or fascinating inquiry, or a statement can all be used to grab the reader’s attention.
Interest – Provide new and exciting information while solving the reader’s problem. To pique their interest, provide unusual, unexpected, or novel facts.
Desire – Urge the reader to want your product by invoking specific emotions in them. Tell your prospect how and why they will benefit from your offer.
Conviction – Conviction aims to change the minds of prospects who don’t have an interest in purchasing your product or service. Persuade prospects that what you’re saying is real and that it’s safe to take action. Use testimonials, facts, and numbers to accomplish this.
Action – A call to action that, hopefully, will result in a conversion. Insist that they move on to the next step, buying your product.
This copywriting formula is used widely as it is short and focuses on a character. It is the best bet for writing copies for lead generation, such as a sales letter. It is worth noting that this particular formula doesn’t rely on data and facts to make customers purchase the product; there is the use of emotions instead.
Here’s how it goes.
With this, we come to the end of our list of the top easy formulas for copywriting.
As you just saw, there are several different formulas to help you with copywriting. Some of these are similar, but the main purpose is to persuade the readers to take the desired action. On the whole, copywriting requires you to read your readers’ minds and know how to get them to accept your offers. With pre-set easy formulas, the task of creating stellar content becomes less challenging. You can thank us later for simplifying your job!
AIDA is an easy formula for copywriting that stands for Attention- Interest-Desire-Action. It involves capturing the reader’s attention, arousing their curiosity about your offering & provide a call to action.
PAS is a copywriting formula that stands for Problem-Agitate-Solve. Here, you identify the reader’s problem, paint a picture of the reader’s pain points, and provide a solution.
The purpose of copywriting is different from that of content writing. You try to persuade the reader to take action with the former, while the latter involves education or entertaining the reader.