Samuel J.

Woods
Growth Ecosystems, Copywriting, Creativity
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Conversion Copywriting
Sourcebook

Get your hands on over 100+ conversion

copywriting formulas – and triple your
conversions
Doubling, tripling, or even quadrupling your conversions begins and ends with good copy.

A lot of times, it starts with using a copywriting formula.

These are a series of prompts, steps or subjects that a particular copywriter will use over and over
again — because it works.

But, you don’t blindly swipe and deploy formulas. You only use them to get started.
These conversion copywriting tactics are always effective – they’re evergreen. Figuring out what
works for you will undoubtedly take some tweaking.

You always start with a formula or two and refine the copy via testing the results.

As far as conversion copywriting formulas go, this is an exhaustive list of them. There are over
100 different formulas for a variety of use cases, including:

 Long-Form

 Short-Form

 Headlines

 Blog Posts

 Social Posts
They are loosely separated, but not ranked or put in any particular order.

AIDA
When working with AIDA, copywriters ask themselves these questions:

Attention: What statement would draw my customers’ eyes?

Information: What information would make my product appealing?
Desire: What can my product do for this customer?
Action: What will make them buy my product faster?
Consider this book page from The Write Life and what it’s saying:

Attention: ‘We’ve got jobs for beginning freelance writers!’

Information: ‘We made this book just for you’
Desire: ‘This book has all you need to get started in freelancing’
Action: ‘This book is cheap at $19, why not get it?’
AIDCA
The A’s, I, and D of AIDCA are the same as AIDA. The C in AIDCA, however, stands for
Conviction. Essentially, the copywriter must ask themselves:

Conviction: How do I prove my product works?

AIDCA assumes that along with a statement of how the product can help a customer, the
customer also needs proof that the product is effective and ‘safe’. You’re giving the customer
true success facts.

Scrolling down on the aforementioned page gives us this:

Conviction (Testimonials): My book worked for these people, it should work for you.
Conviction (Money-Back Guarantee): It’s safe to purchase this product.

IDCA
IDCA gets rid of the ‘Attention’ part of AIDCA. It’s believed that if someone has landed on a
webpage or opened up an email, you already have their attention. In this case, it’s best to simply
start telling the prospective client what you can offer them and not waste space.

Take a look at the landing page of the author Mark Manson:

Information: ‘I’m a bestselling author, so you can trust me’

Desire: ‘I can help your life suck less’
Conviction: ‘Look at all these prestigious places I’ve been featured’
Action: ‘I’m letting you judge my work for yourself’

PAS
PAS sympathizes with a customer by identifying their problem, painting a highly emotional
picture of their pain, and then offering a way to ease their burden. Questions that a copywriter
asks themselves while using PAS are:

Problem: What problem is my potential client facing?

Agitate: What makes my client feel bad when facing this problem?
Solution: What solution can my product offer them?
Look at this page that offers a cure for a condition known as tonsil stones:

Problem: ‘You have tonsil stones’

Agitate: ‘I know how much they suck’
Solution: ‘This product will cure you’

4 P’s
The four P’s is one of the easier to remember copywriting formulas on our list. To make it a little
bit more difficult there are two versions. Here’s the first:

Picture. Promise. Prove. Push.

Picture: In order to get someone into the proper state of mind you have to paint the scene you’d
like them to be in with words. This could either be highlighted in the pain that your product
solves or in the perfect future they want to be a part of.
Promise: Once you’ve created that picture in their minds you have to show how you’re going to
make that picture a reality or show how the problem is solved through the promise that your
product or service offers.
Prove: You can’t just make a promise. It needs to be backed up — with stats, case studies and/or
a demo. You can paint the picture and you can promise, but it means nothing if you can’t prove
it.
Push: After you’ve done these steps, it’s time to call the reader to action. If the other three P’s
are honed in properly, the CTA will push them over the edge.
4 P’s (Version 2.0)
This one is also called the four P’s, but it’s a little bit different. Depending on the product you
sell and the branding you want to create, this could be the one for you.

Problem. Promise. Proof. Proposal.

Problem: By highlighting the current pain or situation that your ideal customers are in, it creates
an earnest expectation and desire for a solution.
Promise: In the other version, you paint the picture as the first step. This picture could be the
pain, but in this version, you clearly point out the pain first. Now, it’s time to paint the picture
with the promise. Essentially, you are telling the reader exactly what your product can do,
specifically how it can solve the problem highlighted in the first P.
Proof: This is again, all about backing up promises made.
Proposal: Making a proposal could be as simple as a call to action, or a detailed series of next
steps. All of this depends on your business model, pricing and other factors.

ACCA
ACCA is commonly used by nonprofit organizations, but it’s not the only use case. However, if
you’re going to use it, please do so responsibly.

Awareness. Comprehension. Conviction. Action.

Awareness: The term “raising awareness” is often used by politicians, activists, and nonprofits.
Things like, “Are you aware that X number of dogs are [insert horrifying detail here]”. A
shocking statement that grabs attention is a key lead into the next step.
Comprehension: This is where you go into more detail and back it up with facts and pictures.
Basically, anything that will take your audience from awareness to the next step.
Conviction: Once the target is aware and comprehends the problem this should bring conviction.
The intense desire to take action. Many nonprofits use terms like “ we can’t stand by and do
nothing”.
Action: If you really do raise awareness and bring the audience to a good understanding of the
issue, conviction comes naturally. Then, it becomes extremely easy to ask for help. Most
organizations even start with “will you help?”. This is followed by a detailed, simple way to get
involved (e.g. for less than a dollar a day).

AAPPA
A bit more complex and nuanced of a formula, AAPPA is more for long-form sales pages or
videos.

Attention. Advantage. Prove. Persuade. Action.

Attention: Perhaps the most important step is to grab attention. When your copy is really long-
form, early on your page has to say, “Hey! This is important listen up”.
Advantage: After a short attention grabber, it’s really time to lay out what your product, service,
course, etc.. can do. Show features, details and just about every selling point you can list.
Prove: Just like in so many other formulas it’s time to back up what you just said as far as
advantages.
Persuade: A bit later in the sequence than other formulas, this is where you’re going to really
push on those buyer behaviors that make your audience want to purchase.
Action: Persuade and action in this formula kind of meld together. You’re really trying to raise
the intensity bit by bit until you actually move your target to action.

QUEST
QUEST is different. There are other formulas where it could be assumed that you have a good
idea who is listening, such as targeted ads, etc.. But here, the first step is to qualify the prospect.

Qualify. Understand. Educate. Stimulate. Transition.

Qualify: In your copy, you are stating at the beginning that this offer is only for a select few.
Something like, “Do you owe more than $10,000 to the IRS?”. Everyone who doesn’t fall under
that heading will stop paying attention — and that’s okay.
Understand: Show them you know what they’re going through. To continue with the IRS
example, “ You’re getting harassing letters in the mail and phone calls at all hours of the day”.
Educate: The problem has been made clear and only those affected are still paying attention.
Now, it’s time to show them how you can help. Example: “There could be ways to lower your
tax bill.”
Stimulate: A lot of times with this formula there isn’t a clear call to buy, but there is a next step
to take. For instance, “Call now to see if you qualify for our IRS help”.
Transition: Now our IRS example breaks down here, but you get the idea. In fact, many who
use the QUEST formula transition their customers to another medium to close the deal.

SLAP
This one is great for low cost e-commerce or digital products.

Stop. Look. Act. Purchase.

Stop: You’re not trying to get these people in your funnel, you’re trying to get them to buy
almost immediately. This is otherwise known as Interruption.
Look: The Stop should be so compelling that they will take a minute to look at what you’re
selling or read your short copy.
Act: This can be as simple as a buy button to get to your product page or as complex as a
discount code that expires within the hour.
Purchase: Usually SLAP is used for something like Facebook ads. You’re interrupting their
feed, getting them to stop and take action to go to your product page. On the product page (on or
off Facebook) is where you get them to purchase.
Example: You’re selling a t-shirt specifically geared towards nurses. A Facebook ad clearly
shows one of your best designs and it gets nurses to stop. The ad shows a discounted price for
your shirts along with a button that leads to your product page. Once on your product page, they
purchase.
AIDPPC
This is an extended version built on the basic AIDA (Attention, Interest, Desire, Action) formula.

Attention: Create a craving in the reader’s mind.

Interest: Grab their attention with new or striking information.
Description: Put more beef into the problem, show the challenges and outcomes of the situation,
compare that to the norm in the industry and what opportunities and possibilities the solution can
bring to them.
Persuasion: Delicate use of suggestions and recommendations to convince the reader. This
could be via explaining loss prevention techniques or urging towards future trends.
Proof: Explaining via a quick product tutorial or demonstration to convince the reader that the
solution delivers and is better than its competition.
Close: Rephrase the primary benefits

AICPBSAWN
This acronym is quite verbose to remember in its entirety but does its trick effectively when
used!

Attention: This needs to state upfront the biggest challenge as well as state how the USP can
provide the largest assistance to overcome it.
Interest: List of primary reasons why the reader must believe in you.
Credibility: A bold statement made with integrity!
Proof: Back up the statement with testimonials, feedback or reviews that serve as proof.
Benefits: A complete set of bullet points stating the benefits.
Scarcity: A vital part of the formula. The solution/product must be projected as
limited/restricted.
Action: A set of clear and concise steps that the reader needs to take.
Warn: State some negative scenarios as possible outcomes due to lack of action.
Now: The pivotal ingredient – Encourage them to take action.
HELLYEAH
Devised by copywriting guru, Brian McLeod, this formula is well suited for an aggressive and
long sales page.

Holler. Empathize. Lambast. Legwork. Yes. Educate. Action. Handle.

Holler at them to get them hooked.

Empathize with their pain points by relating to your scenario.
Lambast the situation or event that led to the current challenge they are facing.
Legwork – show them the proof via testimonials and feedback.
Yes – convince them to agree that you are the solution they are seeking.
Educate the reader as to why your solution is the most effective.
Action – call them to take the desired next step.
Handle any adverse thoughts or reservations they may have.

PASTOR
A highly effective sales copy formula designed by expert copywriter and communications
strategist Ray Edwards. The acronym stands for:

Personal. Amplify. Storytelling. Testimonials. Offer. Response.

Personal problems and pain need to be targeted as the first step

Amplify the situations that will arise if the problem is not addressed
Storytelling the solution is an effective way of presenting the solution
Testimonials and product reviews
Offer the solution as a process of transformation
Response (i.e. prompt the reader to take the next step)
The 4 S’s
Here’s a great testimonial formula that can help you direct the conversations with those happy
clients. Many want to tell how good you are, but most don’t know what to write. Send them this
framework and you should have fewer problems.

Specific: What exactly is it that makes you a happy client?

Short: Keep it less than 100 words.
Sizzling: Did you switch from another company? Why are we better? Something like that.
Signed: Give credibility with details of the person, up to and including an actual signature.

BAB
This is a classically simple formula that can work for just about everyone. BAB stand for:

Before. After. Bridge.

Before: This is a description of what your prospects current situation is like. For instance, how
hectic a certain time of the year is or how problematic of certain action is that your product
happens to solve.
After: Now, you have to describe what life could be like using your product. Commonly used
phrases are things like, “Imagine if…” or “What if you could just…”
Bridge: Now, this copy creates the path from where your prospects are now to where you just
described (aka the after).
Internet Service: Global Net is an internet provider that supplies the fastest internet speeds
without a monthly contract.
Automotive Service: Dave’s Repair is an automotive shop that guarantees a 30-minute oil
change – no appointment required.

FAB
FAB is a copywriting formula which stands for Feature, Advantages, and Benefits. It can be used
for different occasions, and it works the best around the middle of the article when readers are
familiar with the service or product you’re providing or talking about. When you write about a
feature, it doesn’t have to stop there. You should continue and write about its advantages. What
can it do better than some other product or service? Advantage comparison is a good way to list
advantages. After that, always mention what benefits can consumers expect and what’s in it for
them.

Example #1:This smartphone has a pedometer which can also count floors you’ve climbed. You
can always know how many calories you’ve burned by taking your afternoon walk.
Example #2:This car has a car parking sensor and camera which allows you to have a full view
of the space behind your car. You can now park in the parking spots you never thought you
could.

RAD
RAD is rom the folks over at CopyHackers and it’s great! It stands for Require. Acquire. Desire.

Require: As in, what does the person reading your copy minimally require before seeing a CTA.
Acquire: Once the minimum is given, ensure that your call-to-action (e.g. a button).
Desire: Continue to peak desire via your copy and add more CTAs over the course of the sales
page.

CPSC
This one isn’t a formula, necessarily. That said, it is a great checklist, of sorts. A series of things
to go over. You can even rate how well your page holds up by giving each a ranking.

1. How clear is the copy?

2. The placement of the button.

3. Size of the button

4. Color of the button

TEASE
Tease is another checklist, but this one is to run testimonials through and see if they really hit the
mark.
Tactful: Does it convey the right facts in a compelling way?
Emphasize: Is the right feature or solution conveyed powerfully?
Authentic: Are the results shared both real and real to the reader?
Short: Copy is long, but testimonials should be short (unless it’s a case study).
Engage: Is anyone who looks at this going to feel like it can apply to them?

PASOP
Kind of like the song that never ends, PASOP can be repeated to make powerful long copy that
can convince the most ardent researcher.

Problem: The pain that your solution solves conveyed for the reader to fully experience via your
copy.

Agitate: Really turn the knife and communicate the hassle involved with that particular problem.
Solution: Show the feature or reason why you are the solution to the problem presented.
Outcome: Give a glimpse of the “after” in your scenario.
(Another) Problem: Start again with a whole new problem.
Of course, when you’re ready to end the song — make sure it’s on a solution or outcome :).

AIU
Quick, you’ve only got a few seconds to get someone to take the next step. Use AIU.
Attention: Something big, flashy and easy-to-comprehend. Something like sending a $5 bill in
an envelope.
Interest: Getting them to sit down with what’s inside that envelope is another story altogether. It
has to be worth the read.
Urgency: Continuing with the mail, they can just throw it all away (except for the $5) unless you
create the urgent need to take the next step outlined in the letter.

ERERS
Of course, we’d get an ad formula from the experts at AdEspresso.
1. Emotional

2. Rational

3. Emotional

4. Rational

5. Social Proof
Keep in Mind: These steps can also be conveyed via images, not just copy.

The 4 C’s
Not the judging a diamond 4 C’s, but judging the shininess of your new copy.

Clear: How’s the clarity of your writing? Has anyone else read it?
Concise: Not just good writing, but is there any fluff that needs to be weeded out?
Compelling: Even if it’s clear and concise — you need people to want what you’re selling. Does
it do that?
Credible: After all that, if it looks sketch — people still won’t buy it.

The 4 U’s
Copy pass the 4 U’s? Good, now run it through the 4 U’s.

Useful: Is it?
Urgency: Do your prospects feel like they still have time when it’s done?
Unique: Boring?
Ultra-Specific: Will your reader say, “I’m not sure what they’re talking about?” or “Shut up and
take my money?”

SCAMPER
One of the best ideas for new copywriters is to take a sales page they like and rework it into an
original. Here’s a great update formula from the folks at CopyRanger.
Substitute: An ineffective or boring line for a new phrase
Combine: Take a little from one formula or page and a bit from another.
Adapt: Maybe a page selling dog food can work perfectly for your SaaS software product. Use it
and adapt.
Modify, minify, or magnify: You’re not taking broad copy in most cases. Where do you see the
ability to really amplify something that your source page doesn’t?
Put it to use: Use what works in it’s current form.
Eliminate: Take out everything that doesn’t fit.
Rearrange, reverse or redefine: Maybe you can frame a positive argument negatively?

HIPASI
You may have a problem with coming up with content to cover in your articles, but you should
never be without a formula to format that post.

1. Headline

2. Image

3. Problem
4. Agitation

5. Solution

6. Invitation

A FOREST
Another blog post formula for the more poetic.

Alliteration: Using words that all sound the same or begin with the same letter is en vogue.
Facts: Real-world knowledge never go out of style.
Opinions: Interpreting that data and showcasing your own thoughts.
Repetition: State the same point or two throughout to ensure that the things you want to convey
are remembered.
Examples: Facts and opinions are great, but best absorbed via examples.
Statistics: Backing it up with the hard data.
Three: Keep things nice and clean, without getting too windy by repeating your points three
times.

VAD
This acronym stands for verb, application, differentiator. It’s a great choice particularly for
software products that allow users to quickly do something (hence; verb).

Here’s a fake one for Canva: Create beautiful images for your marketing without having to
learn Photoshop.

So Many Formulas!
You’re sick of [undesired results]. But you
[desire results]. So it’s time you met [Specific
Product]
A headline that immediately identifies your user’s problem compels them to see if you have a
solution. A quick follow-up sentence with the desired results and a specific product lets them
know what is to be expected and how their problem can be solved.

Memory Foam Mattress: You’re sick of tossing and turning all night. But you need quality
sleep. So it’s time you met Body Comfort memory foam mattress.
Water Bottle Filter: You’re sick of buying bottled water. But you want pure filtered water
anywhere you go. So it’s time you met Filter Buddy personal water bottle filter.
Fuel Additive: You’re tired of bad gas mileage. But you want a fuel-efficient ride. So it’s time
you met Fuel-Plus fuel additive.

[Perform or create] like [expert or admirable

example]
A short punchy headline like this captures your audience’s attention by telling them exactly what
your article or course is about and how they can do something just like the pro’s or their favorite
influencer. Be sure to include a relevant, yet brief and specific example that describes what your
featured figure is known for. Your audience will want to read further to find techniques and
actionable steps to help them be just like their favorite star.

Athletic Training course: Dunk like Lebron James.

Speaking Course: Speak confidently like Tim Ferriss.
Cooking Course: Prepare mouthwatering dishes like Rachael Ray.
Are you still wasting money on [something] –
Without Anything to show for it?
This is a classic example that has been used time and time again. The opening line reaffirms the
fact that the reader knows they are repeatedly spending money on something they aren’t getting
any, or enough, value from. The reader will want to continue to read to see how they can fix their
spending habits and hopefully save money or get more bang for their buck.

Internet Advertising: Are you still wasting money on Facebook advertising – without anything
to show for it?
Free Learning App: Are you still wasting money on online courses – without anything to show
for it?

[Well-respected person] teaches you how to [do

something in their profession]
When people are looking to learn how to do something new, they typically want to know that the
information provided is from a reputable source or at least someone that knows what they are
talking about. Featuring a well-respected or knowledgeable individual in your headline has the
benefit of adding value and credibility to your topic. Better yet, find an expert to help explain
things further.

Photography Course: National Geographic photographer explains the importance of lighting.

Writing Course: JK Rowling teaches you how to create memorable character profiles.
Internet Marketing Course: Google employee shares how to increase web page rankings.
[Company name] is a [service provider] that
[outstanding results for users] without
[undesirable conditions]
When writing a powerful headline about a specific company or brand, be sure to showcase how
that company offers specific value to its consumers. Including a short tag line at the end of the
headline can help emphasize how your featured company is different or better than competitors,
by eliminating a common misconception by users.

Create/Build [valuable asset] That You Can Be

Proud Of
People are always looking to learn how to create or build something for themselves. A greater
sense of value arises when you empower your reader to build their own asset that they can show
off to others. Figure out what your readers really want to create/build for themselves and give
them the resources and knowledge to do it.

Fitness Coaching: Build a powerful beach body that you can be proud of.
Internet Services: Create a beautiful website that you can be proud of.
Software Services: Build a successful app that you can be proud of.

Get the [powerful adjective] Power of [Type of

product/service] Without [negative effect]
The use of a powerful adjective helps your headline stand out from all the rest. Choosing an
adjective that is unusual or extreme shows that your product or service is unique. Also include a
quick remark about a pain point that your product/service has overcome that your competitors
are lacking.
Marketing Service: Get the unbelievable power of network marketing…without time
consuming research.
Financial Service: Get the profound power of compounding interest…without financial risk.

Get Rid of [Issue] Once and For All

We all know that most people either want to ‘get something’ or ‘get rid of’ something to make
their lives better. Grab your audience’s attention right way by identifying a specific problem that
your product or service solves. This short and sweet headline makes the reader want to continue
reading to the end of the article to find out the solution to their problem.

Virtual Assistant Service: Get rid of menial tasks once and for all.
Software App: Get rid of annoying pop-ups once and for all.
Cleaning Product: Get rid of lingering pet odor once and for all.

[Accomplish Something Difficult] in [Specific

Amount of Time]
People often only have a limited amount of time to work on their project and are constantly
looking for shortcuts and more productive ways of doing challenging things. By including a
specific amount of time to accomplish something difficult, you empower the reader to find out
more and show them that their troublesome task might not take as long as expected with the right
information.

Blogging Course: Start your own blog in less than 30 minutes.

Fitness Training: Build a strong physique in 15 minutes a day.
Writing Course: Write your first book in only 3 months.
2 out of 3 [Specific Group of People]
Can’t/Don’t [do something]. Are you one of
them?
Headlines with a (proven) statistic grab attention because people want to know how they
compare to their peers in a certain group. They want to know if they are part of the group that
can’t/don’t do something right or if they are missing out on something else. The question at the
end interrogates the reader and entices them to read further.

App Developer: 2 out of 3 App Developers can’t troubleshoot their own code. Are you one of
them?
Resume Writer: 2 out of 3 resume writers don’t use pre-made templates. Are you one of them?

Danny Iny’s 6 + 1 Formula

This is another formula built on AIDA but not in its conventional acronym as mentioned
by Danny Iny. This leaves a lot more room for creativity and making a unique copy. The six
steps are:
Context. Attention. Desire. The Gap. Solution. Call to Action.

Context: Why is the reader being contacted by you and what makes you trustworthy? Simply
said, a brief introduction of yourself that makes you legit.
Attention: The most vital component of any formula is that the reader has to be captivated to
read further.
Desire: Generate desire in the reader to explore the solution.
The Gap: The consequences of both action and inaction.
Solution: Presented in a clear and concise manner.
Call to Action: The single next step you want the reader to take.
The +1 ingredient in the formula is to be credible consistently throughout the copy.
Star Story Solution
This is a character-based storytelling technique, more effective for an apprehensive customer,
and best suited for lead generation pages. Stories make readers relate to the character, which is
vital in keeping them engaged until the end.

The primary steps are:

Star introduction: A fictitious character or real-life example the reader can relate to.
Narrate the star’s story: Detail out the challenges, pain points and then the aspirations and
outcomes desired by the character.
Present the solution: Sway the story to present your product or service as the solution to the
star’s (customer’s) problem.

The Seven-Step Copywriting Formula

This is a formula created for use on sales pages. The seven steps are:

Make a promise: Based on the primary advantage of your product or service.

Elaborate: Tell the benefit immediately to keep the audience hooked.
Be explicit: Use detailed language stating what the reader will get.
Back up step 3: With social proof, reviews, feedback and testimonials.
Hit major pain points: Explain what the reader will lose out on due to inaction.
Create anticipation: To prepare the customer for the close, restate your competitive major
benefits.
Provoke the reader: Convince them to take immediate action.

Common Video Sales Letter Template

Quite contrary to the sales page this video sales letter has 3 aggressive calls to action which are
necessary to make it effective.
1. A greeting that grabs the attention instantaneously

2. Problem identification and a promise to resolve it

3. Create scarcity for the product or service that you want to offer

4. Exaggerate the problem for them to take action

5. Provide your product as the solution

6. State the benefits and key features of the product

7. Provoke the 1st call to action based on desire

8. State your credentials via testimonials, proof and reviews

9. Give a money back guarantee

10. Initiate the 2nd call to action based on logic and desire
11. List the deadlines, scarcity and limited offers

12. Spin the 3rd call to action based on fear

[Product Name] is a [product category] that

[different thing it does best]
This copywriting formula falls under the series of headline sales copy. It is advisable that every
time you create such a headline you visit this post by Neil Patel so you can best utilize the
formula to craft the desired eye catching headline.
English vocabulary software: Grammarly is a writing assistant that helps you write mistake-
free anywhere on the web.

They All [Did Unpleasant Thing] When

[Unexpected Thing], But Then [Ideal Result of –
Using Unexpected Thing]!
This is a copywriting headline that speaks of a negative incident or reaction in public opinion or
that of a loved one and then fills in the success story (i.e. the heroic victory) with an exclamation
mark.

Selling an online course: They laughed when I was struggling with math but then I got my
Ph.D.!
Selling a financial portfolio: Everybody was skeptical about cryptocurrency but then they saw
the charts!
Selling your autobiography: They used to boo me whenever I cracked a joke, but then I
became a stand-up comedian!

Who Else Wants [Most Desirable Outcome or

Benefit]?
The essence of any copywriting headline is to grab the attention of the reader and provoke
interest or act like a hook to get the reader to read the sales page. This copywriting headline acts
as a direct question and wants the reader to follow through to the sales page. This is just a direct
statement questioning the reader’s desire.

Website Design: Who Else Wants a Great WordPress Website?

Remote Jobs: Who Else Wants to Travel and Get Paid for it?
Selling a business idea/opportunity: Who Else Wants a Second Source of Income?

The Only [SEO Keyword Phrase] Made

Exclusively to [Most Desirable Outcome or
Benefit]
The need to capture the SEO keyword phrase is vital for most sales pages to have a higher
ranking on the SERP. To that end, this copywriting headline associates the keyword phrase
searched for by the user with the most favorable outcome that will benefit the user.

Financing Firm: The only financing firm aimed exclusively to help your business grow.
Project Management Software: The only project management software made exclusively to
save time and manage resources.
20-minute workout: The only 20-minute workout designed to give you the summer beach body
you’ve always wanted.

The Only [product category] that Doesn’t

[objection or anxiety].
Another strategically created copywriting formula that instantaneously challenges its competitors
or makes a statement that is an objection. This is specifically done so that the reader can relate
with a similar negative experience they might have encountered with another product or service.

Website Plug-in: The only WordPress-plugin that does not beat around the bush.
Billing Software: The only billing software that does not require a degree in economics.
Vacation Planner: The only vacation planner that does not waste your money.

Now You Can [Do Something Desirable]

[Counter to Expectations]
A copywriting formula that makes the headline eye candy for the sales page. It states what can be
accomplished and then suggests the mechanism which is counter-intuitive or unconventional and
this provokes the reader to continue reading further onto the page.

Financing Firm: Now you can own a franchise without investing a dime.
Email management software: Now you can grow your list and market your product at a click
of a button.
Fitness course: Now you can get the body you’ve always wanted without wasting your time.

Now You Can [Do Something Desirable] [Great

Circumstance]
A straight to the point copywriting headline that promises the best outcome if the reader plans to
sign up for your product and service. It aims at targeting readers who have something in their
mind that they’ve always wanted to do but have not been able to target and pursue yet.

Business plan: Now You Can Quit Your Job and Be Your Own Boss.
Investment Firm: Now You Can Help Make Your Money Work for You While You Relax.
Fitness Course: Now You Can Lose Weight Quickly and Keep It Off.

We Promise You This: [Highly Desirable Result]

Or [Consequence]
A copywriting headline with no mind games. It directly targets the reader’s logical thinking
mindset and makes an outright promise. The headline makes a commitment/promise and a
consequence or a reasonable pay-off if the party is not able to meet the said standard.

Fitness Course: We promise you this: Lose 6 pounds in the first month or your money back!
Coaching Class: We promise you this: An improvement in your child’s grade or we pay for the
next term fees for his class.
Fast Food Delivery: We promise you this: Your order delivered in 30 minutes or its free!
Here’s the [Best Adjective] Way to [Solve a
Problem]
A very effective and simple headline that uses a powerful adjective to say how they can alleviate
the pain points of the customer. The pain points could either be physical, emotional or any type
of home or business challenge that the reader might be facing.

Acupressure Massage: Here’s the easiest way to get rid of body aches.
Dating Service: Here’s the pocket-friendly way to find your soulmate!
House Cleaning Service: Here’s the fastest way to get your home ready for spring.

[Eliminate pain in an unexpected way]

This is a tricky copywriting formula and needs to be experimented with for its effectiveness. The
basic idea here is to mention the alleviation of pain points of the customer in an unexpected way.
This could either be taken literally, figuratively or on a lighter note.

Fitness Course: Get rid of excess body fat while sitting on a chair!
Pest Control Service: Get rid of insects in your house while meditating.
Financial consultant: Get rid of debt by attracting wealth.

[Do desirable thing in an unexpected way]

A copywriting headline that works similarly to the one mentioned above. However, in this case,
instead of eliminating pain in the first half of the headline, the focus is on stating a desirable or a
positive outcome that the reader is looking for. The second half provides an “unconventional
method or solution” and must be used with tact, so that it is intriguing to the reader but does not
seem like it too good to be true.

Writing course: Capture your thoughts while on the beach!

Parenting Coach: Raise perfect kids without raising your blood pressure.
Naturopath Clinic: Live a healthy life and have your burger too!

Sujan Patel’s 3-Sentence Formula

Sujan Patel is a marketing dynamo. He’s come up with some awesome ways to market products
through the years. The formula that he’s shared is particularly helpful for cold email. While
Sujan says he doesn’t have a name for it, I like to think of it as IDA.

Introduction. Description. Ask.

Introduction: A brief sentence introducing who you are.

Description: A short, one sentence blurb about what you’re selling.
Ask: The call to action that you would like them to take now that they know who you are and
what you’re selling.
While this sounds refreshingly simple, it’s definitely not for everyone. If you use cold email and
you’re reaching out to people who don’t want their time wasted — this could be the perfect
option.

[Known Flaw] But [Best Benefit]

The name of this website (screenshot) says what they do. Help wanted ads, but the tagline points
out what everyone is thinking and becomes memorable.

Long name…. amazing results!

Another example may be a burger joint that says, “Ugly building, Award-Winning Burgers”.
For [Prospect] who [particular need or desire],
[Company/Organization] is [Product/Service]
with [Benefit/Solution]
May sound confusing at first, but it can all be explained with a good example.

Example: For small business owners who need to track the income of their Workforce, Gusto is
the payroll tracking software that does it all for you.

Make Your First [$] in Just [Time]

This copywriting formula which can work great as a headline to attract attention. It gives
everything someone wants and needs to know in only a few words. The main two things that
someone looks for in a new way of business or a service is time frame and amount of money that
is involved. Here are the examples of how to use it to your advantage.

Example: How to Make Your First $1000 in Just One Month

Example: What if Making Your First 6 Figures In Less Than a Year Isn’t Impossible?

How to Permanently Stop [Painful or

Embarrassing Thing], Even if You’ve Tried
Everything!
Giving a solution for a problem everyone has experienced once in their life is always a good
copywriting formula that increases click-rate conversion. Not only it’s going to intrigue people to
check out the solution which might change a habit or a problem in their life, it will be the easiest
way to find a solution to their painful or embarrassing problem.
Example: How to Permanently Stop Sweaty Armpits, Even if You’ve Tried Everything!
Example: How to Permanently Stop Being Treated Unfairly, Even if You’ve Tried Everything!

[A Competitor) [Does Something Not Cool or

Off-Putting]. [Your Product/Service] [Does
Really Cool Thing]
Getting attention to your brand was never easier than using a mistake or unimpressive action by
one of the other well-known brands. It might not be the nicest copywriting formula, but it’s
definitely the one that will allow you to take advantage or compare your improved services to
another brand by putting yourself in the spotlight.

Example: GoDaddy doesn’t offer free domain privacy protection. NameCheap includes domain
privacy protection free for the first year.
Example: PayPal requires a local bank account to withdraw available funds. Payoneer offers a
free debit card you can use at almost any ATM around the world.

Can Your [Current Solution] Pass the ______

Test?
People love questions. They also love when they’re involved in the article and they’re forced to
think about putting themselves into different situations. This copywriting formula does exactly
that. Therefore, it’s a great formula to challenge people and question things from another
perspective.

Example: Can Your Internet Pass the SpeedTest?

Example: Can Your iPhone Case Pass the Drop Test?
You are [Comparative] Than You Think
Just like the previous copywriting formula, this formula helps to challenge readers in two
different ways. The comparative can be either positive or negative in a way to grab attention and
make readers value their situation and agree to the facts as they go through the article. It is best
to be general so it can relate to as many people as possible.

Example: You are Lazier Than You Think

Example: You are Way More Beautiful Than You Think

Let [Your Product] Work on Your [Noun] for

Just [Time Period]
Putting your product or service out there without being too “salesy” is something this
copywriting formula is really good for. It allows you to tell people about the product, the way it
can benefit them, and in which time frame they can expect it. It’s a short and simple headline,
full of information that will make people want to find out more.

Example: Let Our Virtual Assistants Work on Your Store for Just 2 Hours a Day
Example: Let our Mechanics Work on Your Car for Just 45 Minutes

Overcome the [Unexpected Culprit] That Keeps

You [Unpleasant Thing]
Overcoming insecurities and problems is a hard thing for many people. This copywriting formula
identifies these problems, and it provides a successful solution for overcoming it. It’s a simple
and clean headline that will make readers want to find out the solution to their problems.

Example: Overcome the Social Anxiety That Keeps You Awake at Night
Example: Overcome the Debt That Keeps Your Wallet Empty

Is it Worth [Low Price] to You to [Get

Outstanding Result]?
Another copywriting formula that is successful to pitch products in a good way that will engage
people, make them think and decide whether the offer is suitable for them or not. In most cases,
the offer would be suitable and affordable which is proven to increase sales conversion rate. This
formula can work the best with either product or service that offers a lot of value for a reasonable
price.

Example #1:Is it Worth $29,99 to You to Get an Access to the Latest New Films?
Example #2: Is it Worth $19,99 a Month to You to Get Your Body Fit?

One Word
It can be hard to think of one word that will describe something. However, one word can be very
efficient at most times, if it’s presented correctly. It can be used as products or services slogan,
and also a headline that will attract people. How often do you see the one-word headline? Not
too often I guess. It might be risky to try, but the results might be rewarding, thanks to this
copywriting headline which offers unique and a different approach which people genuinely like.
One word is enough to point out the best feature of something, so use it wisely.

Example #1:Effective.
Example #2:Simple.

We do [Product/Service], but [Primary way

you’re better or different]
This formula can augmented and be good for short taglines or longer ones. For instance, “We do
Chicken Right”is a great short version from KFC.

We help [Target prospect] [Common benefit

desired] by [Awesome feature]
We help employers spend 75% less time on payroll with Gusto’s payroll software.

[We’re the best/fastest/easiest/etc.][Product

type/category] for [Target prospect]
We’re the easiest payroll and benefit management system for employers.

Hook, Line and Sinker

Incredibly simple, ridiculously fast, and very effective for the right use case. Hook, line and
sinker comes from the team at WordStream.
[Do][This][When]

Example: Copy Our Copywriting Formulas Now

Example: Download Our Free Course Today

Data, Data, Data

If you have a true, verifiable bit of data that makes your brand or product look good — it needs
to be in your copy. Data is great to use in conjunction with other formulas.
Put Something in [Brackets]
Brian Dean of Backlinko found that (as of 2018) using brackets in the titles of videos, posts and
headlines help improve click-throughs.

It’s usually parenthetical data, just with brackets instead. Things like;

 [Updated for 2018]

 [4 Tips Inside]

 [And One We NEVER Do!]

Ad Copy Template
Sometimes, you don’t need anything fancy. In fact, in many ads, you just need;

1. A Good Headline

2. One Compelling Sentence

3. A line asking for the click

SEMRush’s 4-Steps
SEMRush has come up with this one for creating effective Facebook ads, but it will work in a
few other arenas as well.
1. Understand the purpose of the ad.

2. Highlight a particular benefit (what is it that people really want from your offer?)

3. Persuade prospects with a compelling CTA

4. Understand the rules of your platform (in their particular case, it’s FBs ad rules)
15 Title/Headline Copy Formulas for
Blogs & Lead Magnets

How [Target Industry/Prospect/Etc.] is like

[Absurd Observation]
Think, life is like a box of chocolates. Or, How Account-Based Marketing is a lot like a
Renaissance Fair.

What [Hobby/Training] Taught [You/Other

Expert] About [Topic]
What Being a Navy Seal Taught Jesse Ventura About Being a Governor.

How [Company] Increased [Metric] by [Specific

Amount] in [Short Time Frame]
How McDonald’s Increased Profitability by 12% Within One Fiscal Quarter.

Get [Desired Result] Without [Common

Objection]
Get More Clients Without Making One Cold Call!
100+ [Resources/Tips/Etc.]
Ahem… Just look at the title of this list of over 100+ copywriting formulas.

X Lies [Target Group] Believe About [Topic]

12 Lies Marketers Believe About Social Media Listening

X Hacks Specifically for [Role/Prospect]

Pretty self-explanatory.

Are You Prepared for [Fear/Threat]

Is Your Business Prepared for a Data Breach?

Warning: [Likely problem your targets fear]

Warning: Most Companies Will Have a Data Breach Before 2030

___________ Like [Famous Person]

Motivate Your Team Just Like Steve Jobs

The [Current Year] Guide to [Topic]

So many industries change rapidly, but content stays the same.
How [Controversial Person/Entity did
Controversial Thing] Using [Focus Topic]
How Trump Got Elected Using Personality Traits and Facebook Marketing

It’s Time to Stop [Common Advice/Popular

Practice]
It’s Time to Stop Going to the Gym

How to [Desired Outcome] Like [Popular

Character/Movie/T.V. Show]
How to Overcome Rejection Like Lloyd Christmas in Dumb and Dumber

[Question related to focus topic]

Are You Still Using Excel for Your Budgeting? [3 Things to Use Instead]

12 Social Media Copy Formulas

The Direct Approach

Ideal for low-cost or free lead gen ads is to just tell them exactly what you’re offering. Like;

 20% Nurse t-shirts

 Free Video Course

 Our Lastest Blog Post (with one of those awesome titles)

Free Give Away

Running a giveaway is a massive lead generation tactic. Bonus Tip: Choose something that your
core audience will enjoy, but won’t attract the untargeted masses.
Bad Example: Free Give Away — An Apple Watch!
Good Example: Free Give Away — 12 of the Hottest Business Books of 2018

Free [Resource] No Opt-In Required

People are getting wise to the email opt-ins. Give something away that is completely free. But
make sure the page has a tracking pixel….

Announcing [Big News/Product Launch]

It doesn’t have to be new new, but it should be a big deal. Disney celebrated their 25th
Anniversary for over a year.

[Pre-Colon Attention Grabber]: [The rest of your

headline]
You know those people who introduce guests at like super-rich people events and royal
occassions? You can do that for your headline.

Example: Special Delivery: You can get 3 Nurse Shirts for $20 [Free Shipping!]
Join [Timeframe] for only [Special price]
[Incredible Offer]
Join Today for Only $1 (for an ENTIRE Year!)

How Did You Like [Free Resource They

Downloaded]
Retargeted ads can work so so well for this. If someone visited a pixeled page and downloaded
the resource — Try it!

X Number of
[Likes/Comments/Visits/Views/etc.] and
Counting
If you’ve had a viral post, successful piece of content, or highly-watched video — that alone can
get other people engaged. Just tell them about it.

The Mini Post

Take popular content, landing pages, etc. and whittle it down to it’s potent, useful nuggets. Then,
throw it on Facebook, Instagram or LinkedIn. This works like crazy for engagement.

@ Somebody
Call someone out for something, or tell them how much they mean to you. If you get response, it
will draw a lot of attention to your social channels.

Out of Place Image

Using a boring, predictable image doesn’t break someone scrolling through their feed. If you’re
going to use an image nowadays, it has to make the prospect stop and say, “What is that?”

It doesn’t have to be wacky or bizarre (but it could be). You can just use something that looks
different.

Popular Quora Question

Do yourself a favor and go to Google. In the search bar type “site:quora.com” then hit the
spacebar once and enter target terms or subject matter.

Tons of questions will come up, find the one’s with a lot of engagement and look for the answers
that have a lot of upvotes.

Then, write your own anwer and post it (not on Quora), but on your social accounts.
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