How many times have you stared at the screen when writing a sales text like a copy for an ad? It happens at least twice a week with every content writer. I used to struggle with that too until I found the nine magic formulas for effective copywriting. Don’t get me wrong, my brain still goes blank sometimes but it’s most probably because I didn’t have my morning coffee. And when it happens, I go back to these nine formulas and bam, my copy is ready to go.
I know you’re already on the edge of your seat, so here we go:
The first one is essentially the basic formula of any sales text be it an email, ad copy or a caption for a social media post. First, you need to grab the attention of your target audience then spark interest in them and turn that interest into desire. Once it’s all in place, you can invite them to act.
Example:
Are you a dog owner in need of a vacation?
Our dog hotel’s doors are open for you. Our specialists will make sure your dog is safe and our huge yard full of toys will keep your furry companion entertained and active.
Leave your dog with us and enjoy your vacation. For bookings or questions, please send us a message
This formula takes a different approach - it suggests grabbing attention with a headline like “Stop spending your time on doing the dishes” or “Put your vacuum cleaner away.” After that, you state a problem that your audience relates and give them a solution that addresses the problem. In the end, drive them to action, for instance, click the link below or register to pre-order.
Example:
Put your vacuum cleaner away․
Are you tired of dragging your heavy vacuum from room to room? The cords are never long enough? Get our robot vacuum cleaner today and let it clean your floors while you enjoy your morning coffee. Follow the link to get yours today: link
This one is similar to the previous formula but it has a storytelling aspect to it. Instead of stating the problem or having a bold headline, you set the scene. In other words, describe a situation that is familiar to your audience. From that slowly bring your prospective client to the conclusion that your product/service is perfect for handling that situation. Wrap up with a proposal and make it a tempting one - discount, gift, etc.
Example:
#relatablestory
“Yesterday I came home from work and after a very long day at the office, all I wanted was a nice meal. I opened the fridge in the hopes of finding leftovers but there was nothing. I had two options - spend hours cooking or order yet another time.”
What if there was a home-cooked meal in your fridge every day ready to be served any time? That’s the dream!
We offer you weekly meal plans. With us, you’ll get healthy homemade foods made of fresh ingredients. Follow the link to make your first order: link
Once again, we start with grabbing the attention with an appealing headline - preferably something unusual like “Iron all your clothes in 10 minutes.” Your task is to make your target audience appreciate the value of your offer which is stated in the headline. Convince them that they are making the right decision. You can do so by highlighting additional benefits. And finally, action - sign up, send us a message, register, etc.
Example:
Iron all your clothes in 10 minutes!
With our steam irons, you can iron any item of your wardrobe within seconds. Since its launch, our irons have been purchased by thousands of people already. Check out their reviews and get your own here: link
This one is a bit risky but it can work miracles if your offer is tempting (generally less money for big value). Describe your offer, make it sensational and give them a deadline. There is such a thing in marketing called scarcity marketing. People are drawn to things that will run out soon. In marketing, it translates into exclusive deals. So, make your offer, give them a deadline and let them know what to do if they want to purchase your product/service.
Example:
Book a room and get 3 free meals! Hurry up and reserve your room at our hotel within the next 24 hours and you’ll get breakfast, lunch and dinner for free. For bookings call xxx xxxx xxxx.
As you can see these are different from the 4Ps in traditional marketing (price, product, place, promotion). To use this formula, you need to:
Paint a beautiful picture (not literal) featuring your product/service.
Promise them that you can help them achieve the picture that you’d painted.
Prospective clients shouldn’t and most likely will not take your word for it, so prove them that you’ll live up to their expectations (e.g. a testimonial).
Push them to action - again, this can be anything from filling out a form to calling you.
Example:
Get your driver’s license from the first try or we will pay the fee back.
You’ll be able to hit the highway and enjoy a nice ride in your own car in just a month. Our professional team of instructors will teach all there is to know to be an excellent driver. There are already 100 happy drivers out there, be one of them. To join the classes, call xxx xxxxxx.
One approach in digital marketing that won’t die any time soon is addressing the pain. In the headline, describe a pain that your target audience is experiencing and that your product/service solves. Add more pain, elaborate on it and its consequence and then give them hope by saying there is a solution. Now, it’s time to present them the solution also known as your service/product.
Example:
You want straight hair but can’t afford going to the salon so often?
You want straight silky hair everyday but salons take a lot of money and time. Hair dryers are loud and they don’t give you enough volume. Get our newest hair dryer brush and style your hair within minutes.
Follow the link and get yours 10% off: link
This one has to be my favorite formula of copywriting. It’s great because it’s very elegant and subtle. First, you filter your audience with a headline that clearly states who you’re looking for - e.g. Are you a graduating senior? Or Do you own a dog that won’t take medicine? Then you let them know that you get them, you understand their problem and feel their pain. Educate them on the solution and build up to your product/service.
Stimulate the prospective client by highlighting the benefits of the solution you offer. And that’s it, you can transition to CTA and let them know how to reach you.
Example:
Are you a graduating senior?
It’s time to find a job and put your degree into use but entering the job market is no piece of cake. Employers are looking for more than high GPAs and internship records, they want to see communication skills, creativity and work ethic. How do you show all that in your CV and during the interview? We have the answers. Sign up for our career counselling services and together, we will land you your dream job. To book an appointment, call xxx xxxxxx.
For the last formula, we go back to the “problem approach.” At a first glance, this formula seems a lot similar to pain-more pain-hope-solution one but it’s sharper and straight-forward. Again, you start by stating the problem like “You broke the screen of your brand new phone” and then add fuel to the fire, agitate the client - “You spent all your savings on this phone and promised yourself that it’ll look brand new for at least a year, and now it’s broken!” That’s it, you’re annoying and relatable at the same time now, quick, offer a solution!
It’s a risky formula but if done right, it’ll increase your conversions.
Example:
You broke the screen of your brand new phone․
You spent all your savings on this phone and promised yourself that it’ll look brand new for at least a year, and now it’s broken! Get our military-grade protection cases and you won’t ever have to worry about breaking it. Check out our large collection here: link
Bookmark this article and next time you’re stuck, come back to the formulas and the examples. The creative juices will start flowing soon.
