Copywriting Ebook

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Curated Sean Vosler http://sean.co - Page

Table of Contents Copywriting formulas for web pages in general        1 AIDA        1 AIDCA and IDCA        1 Danny Iny’s 6+1 Formula        2 PAS – Dan Kenedy        2 4 Ps (2 variations)        2 ACCA        2 AAPPA (or PAPA)        2 QUEST        3 SLAP        3 AIDPPC        3 5-Point Copywriting Formula        3 AICPBSAWN        3 Copywriting formulas specifically for long-form sales pages        3 Bob Serling’s Power Copywriting Formula        4 Craig Clemens Sales Letter Formula:        4 Star Story Solution        4 The Seven-Step Copywriting Formula        4 The Nine-Point Copywriting Formula        5 12-Step Foolproof Sales Letter Template        5 Perry Belcher’s 21 Part Sales Letter Formula        5 HELLYEAH        5 PASTOR        6 Copywriting formulas for video sales letters        6 The Jim Edwards VSL Method        6 Common Video Sales Letter Template        6 Headline Writing Formulas        6 Justin Blackman 10k Headline’s Breakdown        9 Jason Brewer’s 3 Sure Fire Website Copy Templates        9 Headline formulas for use on lead-gen pages, for marketing ebooks or for blog posts        9 Brian Clark’s 10 Sure-Fire Headlines        10 Jay Abraham Inspired Headline Formulas        11 Headline formulas based on headlines by Laura Belgray        11 Headline formulas with unknown origins (LOTS!)        11 7 Deadly Sins of Copywriting Formula        12 Formulas for writing value propositions        12 VAD: Verb, Application, Differentiator        13 Customer-Problem-Solution        13 What. How. Why.        13 Enormous problem. Solution. Core differentiator. Credibility.        13 Copywriting formulas for bullet lists (or fascinations)        13 7 Deadly Fascinations        13 The Headline-as-Bullet List        13 FAB        14 Copywriting formulas for better buttons (or calls to action / CTAs)        14 https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

1/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

RAD        14 CPSC        15 Hook, Line and Sinker        15 Testimonial formulas        15 The Before-After-Experience Testimonial        15 TEASE        15 The 4 Ss        15 Before – During – After – Favorite – Emotion – Ideal For        15 Power Words Produce Powerful Results        16 Email Sequences        16 Walling’s 5-Day Drip Course Formula for Leads        16 Wishpond’s 5-Part Drip Campaign for Leads        16 The String of Pearls        16 PASOP        16 The 6-Email New Customer Nurturing Sequence        16 Email subject line formulas        17 The Report Formula        17 The Data Formula        17 The How-To Formula        17 The Inquiry Formula        17 The Endorsement Formula        17 The Open Loop        18 The Empty Suitcase        18 The Scarcity + Urgency Formula        18 The Punctuator        18 The Shorty        19 Copywriting formulas for ads        19 AIU        19 The Wordstream Ad Copy Formula        19 Headline = Attract Attention (Be Relevant!)        19 MECLABS Online Ad Sequence        20 Facebook ad formulas        20 Loud. Relevant. Engaging.        20 ERERS        20 The 4-Step Formula        20 Facebook Ad CTA Formulas        20 Formulas for Writing Facebook Posts        20 One little-known way to {do something}: {summary of how}        20 Remember when {something nostalgia-triggering}?        20 Formulas for Writing Tweets        21 Formulas for writing blog posts        21 Michael Hyatt’s 6-Part Blog Post        21 Star. Story. Solution.        22 HIPASI        22 SCAMPER        22 The 4 Cs        22 The 4 Us        22 The “A FOREST” checklist        22 Even More Formulas & Templates        22 AICPBSA        22 Gary Halbert’s newsletters:        23 Star-Chain-Hook        23 ABC Checklist        23 https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

2/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

The Fan Dancer        23 “Elements of an Offer” Formula:        23 41 Classic Copywriting Headline Templates        23 Headline Generators        24 Sources        24 Even More Resources (List of Links)        25 RESOURCE: Headline Copywriting Templates        25 RESOURCE: Email Subject Line Templates        26 RESOURCE: Email Marketing Copywriting Templates        26 Call to Action Copywriting Templates        26 RESOURCE: Product Description Copywriting Templates        26 RESOURCE: Social Media Copywriting Templates        27 RESOURCE: Welcome Email Templates        27 RESOURCE: Cold Email Templates        27 RESOURCE: Sales Email Templates        27 RESOURCE: Other Copywriting Formulas and Swipe Files        28

Introduction: How to use this “Guide” For Your Marketing

General Copywriting Formulas There are many, many, MANY, different approaches to copywriting templates. Here are some of the most common used for general things like web pages, landing pages, really any type of page that’s designed to help influence the reader to take action.

AIDA Tried and true method. One of the longest serving models used in advertising, having been developed in the late nineteenth century. Attention (Awareness) – What message would best pull our reader in and get them to consider our piece? Interest (Inspire) – Challenge the norms of the topic, explore counter-intuitive perspectives. Desire – Entice! Build the allure of your topic or product by appealing to the emotions of the reader; what’s the big win for them? Action – Don’t forget to ask them to do something. This can all be accomplished in something as short as a headline, or as long as a webinar.

AIDCA / IDCA & More There are many variants on AIDA, two of note are… AIDCA – Adds ‘Conviction’ the formula https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

3/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

● ● ● ● ●

Attention Interest Desire Conviction Action

Conviction is about turning doubt into trust. This can be accomplished a few di erent ways, mainly through demonstrating that the results shown aren’t just about “taking our word for it”. Testimonials // Endorsements // Statistics, Research // Demo // Guarantees – Inspire convention. IDCA is pretty simple, if you already have their attention; you don’t need to always beat the same drum. For instance if you’re running a marketing campaign and your grabbing their attention with an ad, your landing page may just need to build on that ad instead of grabbing the attention from scratch. Here’s more variants on the formula to consider: Basic AIDA Model: Awareness→ Interest→ Desire→ Action Lavidge et al's Hierarchy of E ects: Awareness→ Knowledge→ Liking→ Preference→ Conviction→ Purchase McGuire's model: Presentation → Attention → Comprehension → Yielding → Retention → Behavior. Modi ed AIDA Model: Awareness→ Interest→ Conviction →Desire→ Action (purchase or consumption) AIDAS Model: Attention → Interest → Desire → Action → Satisfaction AISDALSLove model: Awareness→ Interest→ Search →Desire→ Action → Like/dislike → Share → Love/ Hate. These formulas are all very useful when you’re not sure where to go next in your writing.

The psychology behind each of these models are based on CAB: Cognition -> A ect -> Behavior. Basically get um to know ya, get um to ‘feel ya’, and get them to do... something.

Danny Iny’s 6+1 Formula Described in detail here on Smashing Magazine, Danny Iny of Firepole Marketing also o ers a spin on the AIDA model. His isn’t in acronym form, which I kinda dig because I’m very skeptical of acronyms – they’re just too convenient. Here’s how Iny’s six-step formula goes: 1. Consider the context 2. 3. 4. 5. 6.

Grab attention Move the reader swiftly to desire a solution to their problem Present the consequence of failing to act, which Iny calls “the gap” Present the solution, telling only as much as is necessary to get to the next step Call the prospect to act

The +1? It’s to be credible throughout and always. What I particularly like about the formula – aside from context and credibility(which are generally unspoken must-dos) – is the gap.

PAS – Dan Kenedy https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

4/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Dan Kennedy called PAS  the most reliable sales formula ever invented. Popularly used in everything from tweets to long-form sales pages, PAS goes like so: 1. Problem – Present the problem your prospect feels 2. Agitation – Poke at that problem until it’s visceral 3. Solution – Present your solution to the agitated problem Sean Mitchell o ers this variation on PAS: ● ● ● ●

Problem Agitation Discredit – Discredit other solutions Solution

And, for the same reason Bic made these pens, I assume, Lisa Manyan o ers PAS “for women”, which she calls CSI: ✓ Challenge (the problem) ✓ Solution (the solution) ✓ Invitation (the CTA) The only reason I’m including that “for women” formula – when it o ends every part of me – as if  problems  aren’t things women solve a hundred times a day – is because I set out to document every copywriting formula I came across. So voila.

4 Ps (2 variations) Okay, so there are two takes on the 4 Ps. Here’s the rst. Credited to Henry Hoke Sr., it is based largely on the idea of a promise: Picture – Create a vivid scene prospects can easily put themselves in, whether about an existing pain or an aspirational future Promise  – State how your solution will end that painful scene or bring that aspirational scene to life for them Prove  – Support your promise! What are the consequences if you fail to do as promised? Who else has already seen you keep your promise, and how? What can you demonstrate to skeptics that your solution is easily going to ensure the promise is kept? Push – Nudge the prospect to take action And here’s the second, which I prefer. Ray Edwards describes it in his free course: ● ● ● ●

Problem Promise Proof Proposal

As you can see, it’s very similar to the rst variation of the 4 Ps. But Edwards replaces “picture” with “problem”, which I personally think is better if you’re using the 4 Ps copywriting formula to write a home page or lead-gen page, where painting a picture for your visitor may actually come o as slightly scammy. I also prefer Edwards’s “proposal” to “push” because the word “push” is rather aggressive. We should be assertive with our CTAs. I haven’t seen cause to be aggressive or push people to act. Here’s the 4 Ps at work on a landing page for Winter Garden Yoga: <see image in PDF>

ACCA https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

5/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Pitch Perfect luvvers in the crowd might call this one ACCA-awesome. Or, more likely, non-pro ts and people trying to rouse the hearts of a disconnected crowd will nd this copywriting formula quite useful.   ● ● ● ●

Raise awareness about a problem Increase comprehension of the problem by explaining it Create the conviction to do something about the problem in your prospect Call them to action

You’ll recognize this formula in many SPCA, World Vision and similar marketing e orts.

AAPPA (or PAPA) The part I really dig about this formula, which is credited to Victor O. Schwab, is its focus on proof. So often formulas leave proof implied, and that’s dangerous. Here’s how this one goes: ✓ ✓ ✓ ✓ ✓

Grab the prospect’s attention. Show them the advantage(s) of using your solution. Prove what you’ve just said. Persuade. Move them to action.

That said, I nd this formula challenging in two ways. One, the advantages come too soon because – as far as this formula tells us – the problem hasn’t really been stated yet, has it? So advantages of  what? It’s not clear. The only thing that came before “advantages” was “attention”, so does this formula require you to draw attention by stating the problem in order for you to solve it next and, in the same breath, show the advantages? If so, then why not call it PAPPA: problem, advantages, prove, persuade, action. Second, I don’t dig the “persuade” point. The proof is, in so many ways, persuasion. That does not mean that persuasion is always proof; just that proof is – if it’s doing its job – persuasive. So what kind of persuasion was Schwab looking for in the fourth part of this formula? Loss aversion? Future pacing? It seems strange and super uous to include “persuade.” Which brings us to the formula I’d propose to replace this one: PAPA: ● ● ● ●

Problem Advantages of solving the problem Proof that you can solve it Action

QUEST I love a good “ideal for” statement, so I love that QUEST starts by qualifying the prospect: ● ● ● ● ●

Qualify the prospect Understand where they’re at (show them this understanding) Educate them on a better way Stimulate them so they want that better way Transition them from where they are to your customer

SLAP If you’ve got something relatively inexpensive to sell, SLAP can come in handy when you’re laying out your messages, likely on a shorter page: ● Stop the prospect https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

6/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

● Make them look (i.e., read) ● Make them act ● Get the purchase Let’s put aside the fact that, if you’re going for the sale, that is the action, so “act” and “purchase” don’t need to be separate.

AIDPPC Yet another take on AIDA, this time by the legendary Robert Collier. Great for sales letters but useful anywhere you’re trying to sell and you need a trusted sales sequence in place to work o of. It goes: ● ● ● ● ● ●

Attention Interest Description Persuasion Proof Close

The rst two parts of this copywriting formula are exactly like AIDA’s rst two points. But desire is unpacked (helpfully!) into three core elements: 1. Descriptions, likely of the solution but also of the problem, the status quo, the challenges of not switching – anything that eshes out the story 2. Persuasive elements, like loss aversion, testimonials, future pacing 3. Proof (e.g., demos, testimonials, endorsements) that the solution can do what it claims to, and can do it like no other So if you’ve struggled with the “desire” part of AIDA, try AIDPPC instead.

5-Point Copywriting Formula A really simple formula, this one’s good for lead-gen and landing pages. You could also get away with using it to guide a one-pager site. It’s attributed to Jack Lacy. 1. 2. 3. 4. 5.

What will you do for me if I listen to your story? How are you going to do this? Who is responsible for the promises you make? Who have you done this for? What will it cost me?

AICPBSAWN As an acronym, this is completely ridiculous. Makes me chuckle. When someone throws down AIDA in a copy review session, counter them with, “Well Aicpbsawn holds that desire is made of…” and see what happens. Quick way to shut down Mr. AIDA. Here’s how this mouthful (explained well by Bu er) works, from top of page to bottom: 1. 2. 3. 4. 5. 6. 7. 8. 9.

Attention – Biggest bene t, biggest problem you can solve, USP Interest – Reason why they should be interested in what you have to say Credibility – Reason why they should believe you Proof – Prove what you are claiming is true Bene ts – List them all Scarcity – Create scarcity Action – Tell them precisely what to do Warn – What will happen if they don’t take action Now – Motivate them to take action now

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

7/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Copywriting formulas specifically for long-form sales pages The formulas in this section are best suited to landing pages – like lead-gen or opt-in pages – and long-form sales pages. That is, they may not be appropriate for home pages.

Bob Serling’s Power Copywriting Formula Let’s start with the biggie! I found this one  here  and was blown away by the level of detail. It’s a mere 36 steps long. Start with these 4 prereqs: 1. 2. 3. 4.

Quality product Customer pro le Credibility O er

From there, follow these 32 steps one by one: 1. Conduct exhaustive research. 2. Rest to let your ideas percolate. 3. Create a comprehensive list of features, facts and gures. 4. List every bene t. 5. Create an irresistible o er. 6. Create a great guarantee (i.e., don’t be ho-hum about this critical risk-reducer!). 7. Write an attention-grabbing headline. 8. Draw attention to key points using color. 9. Limit the number of graphics. 10. Hook the reader with a no-holds-barred opener that starts delivering on the headline. 11. Eliminate early objections. 12. Create enticing crossheads throughout the piece. 13. Make your prospect feel their pain deeply. 14. Eliminate their pain. 15. Establish your credibility. 16. Lock in that credibility with “an insider bene t.” 17. Provide unquestionable proof that your solution delivers. 18. Break your copy into readable chunks. 19. List the bene ts of using your product. 20. Summarize the key bene ts. 21. List the features of your product. 22. Go above-and-beyond with the package you’re o ering. 23. State the price. 24. Call to action. 25. Add a piggy-back o er to boost average order value. 26. Minimize risk. 27. Close by summarizing the major bene ts. 28. Add a PS. 29. Make it easy to buy. 30. Eliminate all distracting links. 31. Let the copy rest. 32. Revise for maximum impact.

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

8/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Craig Clemens Sales Letter Formula: ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Headline. Subhead. Questions that show you understand and push buttons. Powerful analogy or story. It’s not your fault and there’s hope. Give away content. Proof. What is it I’m o ering? What’s in it? Bullets points/bene ts Who needs it? Who doesn’t? What makes it di erent? Wrap up. Price. A guarantee. A close. A signature. Your P.S. Your testimonials

Star Story Solution A hugely popular copywriting formula, Star Story Solution is character-focused and short. So it’s most obviously applicable on lead-gen pages, especially for personality brands and info products. 1. Introduce the star of the story 2. Tell the star’s story 3. Present the solution that helped the star achieve big things A classic example is the late Martin Conroy’s WSJ letter, where the two men are the stars, their stories (which are nearly identical) make up the core of the ad, and the solution is clearly presented at the end. Although this is character-driven, it doesn’t mean that Star Story Solution needs a human to be the star of the story. If you’re introducing a new product or feature, that could be the star – as long as its story creates interest. The star is your child. (Well, the star is really you. Ultimately, the star is always you.) The story is quickly told: nerdy kids have to ght nerdy kids to get some Apple time at school. And the solution takes a good long while to be explained – but it is, of course, a new Apple computer.

The Seven-Step Copywriting Formula Bob Stone o ers up this formula, which is created speci cally for sales pages: Step 1: Make a promise based on your most important bene t. This should happen in your headline or rst paragraph. Step 2: Immediately expand upon that bene t. Don’t waste time and attention on backstory and warm-up copy. Keep the momentum of your hook alive. Step 3: Tell the reader exactly what they’ll get. I like to break this into 2 groups of “what they’ll get”: the tangibles and the intangibles. The tangibles are the components of the product itself (e.g., 37 downloadable HD videos), and the intangibles are the changes to their life (e.g., the time-saving power of knowing a proven system). Step 4: Support Step 3 with proof. Proof includes testimonials, endorsements, case studies and demonstrations.

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN8l…

9/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Step 5: Tell the reader what they’ll lose if they fail to act. Agitate the unpleasantness of their current situation, and help them see their miserable future if they choose to ignore this o er. Step 6: Prepare for the close by rephrasing your prominent bene ts. Get prospects itching for the button to click by reminding them of the top bene ts. Step 7: Incite immediate action. Self-explanatory. To me, Stone’s formula is missing a lot between Step 2 and Step 3 – where we’d normally want to build up to the solution – so I prefer it more for lead gen pages.

The Nine-Point Copywriting Formula Also for sales pages, this formula is courtesy of Frank Egner. Use it like so: 1. 2. 3. 4. 5. 6. 7. 8. 9.

Grab attention with a headline. Follow with a lede that inspires. Clearly de ne the product. Give a success story or case study for the product. Add testimonials and endorsements. List special features or value-adds. State your value proposition. Move the prospect to action with speci cs and urgency. Finish with a postscript.

12-Step Foolproof Sales Letter Template I trust Marketing Profs, so I’m a fan of this sales letter formula, which David Frey described on the Marketing Profs blog. Frey explains that this template is intended to overcome objections methodically. But you be the judge: 1. Get attention 2. Identify the problem 3. Provide the solution 4. Present your credentials 5. Show the bene ts 6. Give social proof 7. Make your o er 8. Inject scarcity 9. Give a guarantee 10. Call to action 11. Give a warning 12. Close with a reminder

Perry Belcher’s 21 Part Sales Letter Formula If there’s a name that’s synonymous with contemporary direct response, it’s Perry Belcher. Yeah, the guy behind the Belcher Button, which you’ve surely seen on many a sales page. This sales letter formula leaves nothing to the imagination. If you’re seriously uninspired and you wish you could a ord to hire someone to write your page for you, use this and send Mr. Belcher a thank-you note later. (Courtesy of the Copy Ranger)

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

10/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

1. Call out to your audience (e.g., actually say whom it’s best for) 2. Get their attention, likely with a big promise headline 3. Backup the big promise headline with a quick explanation 4. Identify the core or most painful problem they’re experiencing 5. Provide the solution to said problem 6. Show pain of and cost of development of solution 7. Explain ease-of-use 8. Show speed to achieve results 9. Future pace (i.e., help the prospect visualize their vastly improved future) 10. Show your credentials 11. Detail the bene ts of the solution (emphasis on detail) 12. Insert social proof 13. Make your o er (which need not be a special o er – just an irresistible one) 14. Add your bonuses 15. Build up and amplify the value of the solution + bonuses 16. Finally reveal your price 17. Inject scarcity (if any) 18. Reduce risk with a guarantee 19. Call to action 20. Give a warning 21. Close with a reminder Importantly, out of 21 steps, the call to action is #19. This is a very big deal. I’ve mentioned this a few times already, but you should not be in a rush to supply a CTA. Yes, people will click CTAs that appear early – but are they ready for it? Wait until they’re ready. Just. Wait. Need more examples?  Check out this post by Julie Boswell

HELLYEAH Brian McLeod uses HELLYEAH like so, as described here: Holler and get their attention Empathize with their pains (usually by sharing yours) Lambast the things that led to the problem in the rst place Legwork – prove you’re not full of it Yes, you have the solution for them Educate them on why your solution is best Action – give them a clear action to take Handle lingering doubts or objections If you’re like me, you may be rolling your eyes right now. I don’t blame you. Not at all. But, awkwardness of the acronym aside, this formula  can  work on pages where a more aggressive style is best. That usually means a long-form sales page.

PASTOR https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

11/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

I only recently heard of Ray Edwards, so I haven’t tried his PASTOR formula or seen it before. But he makes a good case for using it, so here you go. 1. 2. 3. 4. 5. 6.

Person, problem, pain. Amplify the consequences of not solving the problem and eliminating the pain. Story, solution, system. Testimonials. O er. (He adds to spend 80% of your o er talking about transformation. Good tip.) Response.

(BTW, “response” means “call to action.” Which is yet another example of why I loathe acronyms.)

Copywriting formulas for video sales letters A video sales letter (or VSL) is more than a sales letter on video. Video is a di erent medium, so use the formulas designed for that medium. And research top tips, like autoplaying, removing video controls and using longer VSLs, not short ones. Because examples help, here’s an evergreen VSL by Ryan Deiss. He also sells his formula in that video, so if these free formulas don’t work for you, scoop Deiss’s formula up for $47.

The Jim Edwards VSL Method This is explained in detail here, with examples. I’m giving you the gist below: 1. 2. 3. 4. 5.

Open with a shocking statement. State the problem and why it’s a big deal. Agitate the problem. Push the agitation even further, taking it to a deep emotional level. Introduce the solution.

6. Highlight your credibility so people know why they should listen to you. 7. Prove that what you’re saying is true. 8. List out the biggest things they’ll get, including features and bene ts. 9. Speci c reasons not to procrastinate but rather to act now. 10. Close by asking for the purchase and reinforcing bene ts.

Common Video Sales Letter Template Courtesy of Copy Ranger, this VSL formula features 3 calls to action, which is interesting because it’s rather aggressive (but potentially necessary): 1. 2. 3. 4.

The “Attention Grabbing Greeting” Identify the problem and promise to solve it Establish scarcity Agitate the problem

5. Provide your solution as THE solution 6. Present the features and bene ts of the solution 7. Your rst call to action, this one based in satisfying a desire 8. List o your credentials, including proof, results, examples, testimonials 9. Explain your guarantee 10. Your second call to action, this one appealing to their logic 11. Warn of FOMO with the looming deadline and scarcity 12. Your nal call to action, this one based on FOMO https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

12/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Headline Writing Formulas Truth: I never write a headline without consulting a swipe le of headlines. These formulas are based on the swipe les of hundreds of copywriters. You already know how important headlines are. I’m not gonna quote Ogilvy or point to the dozens of copywriting books that hold that you should spend the majority of your time writing your headline. I will, however, tell you this: every “subhead” and crosshead down your page needs the same amount of attention your primary headline gets. So: 1. Read this post on the steps to crafting a better headline, and 2. Consult the following formulas not just once on a page but every time you write a line of copy that acts like a headline (including summary headers and crossheads).

{Product Name} is a {product category} that {different thing it does best}

This one is commonly used by TechCrunch. Nice and clear. Fitness app: Tep is an adorable tness tracking app that works like a tamagotchi. Writing software: Airstory is writing software that lets you send great ideas straight to your document.

They All {Did Unpleasant Thing} When {Unexpected Thing}, But When {Ideal Result of Using Unexpected Thing}!

Selling stationery: “They all looked at each other when I said I’d host the shower,  but when they saw the invitations!” Selling art school: “My dad didn’t say a word when I told him I was going to art school.  But when he walked into my gallery!” Starting your own business: “Everybody sco ed when I applied for a patent,  but when I made my rst $100K!”

Who Else Wants {Most Desirable Outcome or Benefit}?

Fitness: Who else wants to look great naked? Real estate: Who else wants that classic neighborhood experience? Invoicing software: Who else wants to know when their client has viewed their invoice?

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

13/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

The Only {SEO Keyword Phrase} Made Exclusively to {Most Desirable Outcome or Benefit}

Ski vacation: The only ski vacation designed exclusively to turn beginners into pros Project management software: The only task management software made exclusively for remote workers. Invoicing software: The only invoicing software made to do your billing for you.

The only {product category} that doesn’t {objection or anxiety}.

Accounting software: The only accounting software that doesn’t come loaded with a hundred pointless features. Accounting software: The only accounting software that doesn’t require an accountant to work it.

Now You Can {Do Something Desirable} {Counter to Expectations}

Email marketing software: Now you can sell to your list without “annoying” them Family coaching services: What if you could raise a family without giving up your career?

Now You Can {Do Something Desirable} {Great Circumstance} Email marketing software: Now you can sell to your list and keep them coming back for more Family coaching services: What if you could raise a family and earn six gures a year?

We Promise You This: {Highly Desirable Result} Or {Consequence}

Gym membership: We promise you this: lose 30 pounds or we’ll pay for a month at a di erent gym Literary agency: We promise you this: if we can’t get you a publishing contract within 6 months, we’ll nd you new representation.

Here’s the {Best Adjective} Way to {Solve a Problem}

House cleaning service: Here’s the a ordable way to treat yourself to more free time

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

14/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

House cleaning service: Here’s the eco-friendly way to get your home squeaky-clean

{Eliminate pain in an unexpected way}

Tax preparation: File your taxes while sitting on your hands. Teeth whitening: Get rid of co ee stains with your phone.

{Do desirable thing in an unexpected way}.

Team chat: Complete more projects – faster than ever – by chatting online. Breakfast networking events: Impress your boss by showing up for work late.

{Notable person} shows you how to {do notable thing like they do}

Caregiver’s course: England’s best-known butler explains the art of perfect invisibility Writing course: James Patterson show you how to write bestsellers like he does

{Service name} is a {service category} that {amazing outcome for end users or decision-makers} without {objection or anxiety}

Dental service: Pearlman Ortho is a teeth-straightening studio that gives kids con dent smiles. Without fear of being “metal mouth.” Online cabinet warehouse: Harbor City Kitchens is a cabinet warehouse with 1000s of options – and no pressure.

You’re tired of {objection or anxiety}. But you {desired outcome}. So it’s time you met {Product name}.

Specialized pillows: You’re tired of groggy sleeping pills. But you need a good night’s sleep.  So it’s time you met Cool Comfort body heat regulating pillows. Unknown-brand headphones: You’re tired of overpaying for brand names. But you want a sick audio experience. So it’s time you met Pakmo Headphones. Alternative birth control: You’re tired of remembering to take The Pill. But you aren’t ready to get pregnant. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

15/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

So it’s time you met the Nuvo Ring.

{Do something} like {world-class example}

Conversion course: Run A/B tests like Peep Laja does. Content course: Promote incredible content like Brian Dean does. Endorsed skincare: Moisturize your face like Katy Perry does.

Are You Still Wasting Money on {blank} (Without Anything to Show for It?)

Free shipping app: Are you still wasting money on shipping charges (without anything to show for it)? At-home exercise machine: Are you still wasting money on a gym membership (without anything to show for it)? Legal doc software: Are you still wasting money on a lawyer (without anything to show for it)?

Have a / Build a {Desirable Thing} You Can Be Proud Of

Counselling services: Have a lasting, loving marriage you can be proud of Business services: Build a seven- gure business you can be proud of Cosmetics: Get long, natural-looking lashes you can be proud of

Get the {Unusual Adjective} Power of {Product Category} Without {Pain}

Crazy Egg software: Get the astonishing power of eye tracking technology… without the high costs Online marketing service: Get the unfathomable power of Facebook advertising… without the confusion

Get Rid of {Problem} Once and For All

Accounting software: Get rid of your accountant’s fees once and for all Personal coaching: Get rid of that nagging voice in your head once and for all https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

16/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Cosmetic surgery: Get rid of your sagging jowls once and for all

{Do Something Hard} in {Period of Time}

Piano-tuning app: Tune Even the Oldest Piano in 15 Minutes or Less Running training: Finish a marathon in the time it takes most people to run a half-marathon

9 Out of 10 {Group Members} Can’t/Don’t ____________. Are You One of Them?

Software for writers: 9 out of 10 novelists can’t remember the birthdays of their main characters. Are you one of them? Freelancer-matching service: 9 out of 10 marketers don’t like their freelancer’s attitude. Are you one of them?

Make Your First {$} in Just {Time}

List-your-services marketplace: Make your rst $100 in just 24 hours Real estate ipping: What if you could make your rst million dollars in the next 12 months?

How to Permanently Stop {Painful or Embarrassing Thing}, Even if You’ve Tried Everything! Botox injections for sweat: How to permanently stop wet armpits from ruining your day. Even if you’ve tried everything! How-to-negotiate course: Permanently stop feeling underpaid and underappreciated, even if you’ve tried everything!

{Known Competitor} {Does This Undesirable or Unimpressive Thing}. {Your Brand Name} {Does This Highly Desirable or Impressive Thing}.

Writing software: Scrivener requires expensive training courses just to use it. Airstory is easy to use from the moment you sign up. Online payments: PayPal charges as much as 10% every time you send any amount of money. But with NewPay, send an unlimited number of payments for 1 at fee.

Can your {current solution} pass the _______ Test?

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

17/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Writing software: Can your writing software pass the Nanowrimo Test? Dating app: Can your dating app pass the Kid Sister Test?

You are {comparative} than you think

Bank: You’re richer than you think Brain-training game: You are twice as smart as you think

Let {your product} work on your {noun} for just {time period}

Workout machine: Let the Ab Booster work on your abs for just two weeks IT service: Let our technicians work on your network for just 48 hours Investment book: Let our ideas work on your brain for just 20 minutes

Overcome the {Unexpected Culprit} That Keeps You {Unpleasant Thing}

Weight-loss book: Overcome the body chemical that keeps you fat Debt counselling: Overcome the social pressures that keep your credit cards maxed

Is it worth {low price} to you to {get outstanding result}? Weight-loss book: Is it worth $2 to you to banish cellulite forever? Social media software: Is it worth typing in your email address to get instant access to a Facebook post scheduler?

{One word.}

Advanced micro technology: Tiny. Anti-aging cream: Young.

{Objection.} But/And it works.

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

18/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Low-budget training video: Ugly. And it works. Teeth-straightening appliance: Expensive. But it works. Find more about all these headline formulas on Copyblogger, on Unbounce, here, here and here.

Justin Blackman 10k Headline’s Breakdown Source: https://copyhackers.com/2018/03/writing-headlines/ Basic headlines starter kit: For ___ who want to ___ Get ___ without the ___ Helping ____ do ____ The only ____ that doesn’t ____ The (good news) inside (bad news) Underused Emotions in Copywriting ● Fear ● Frustration ● Powerlessness ● Anger ● Betrayal ● Revenge Examples of Boring Topics Made Interesting… ● Make your data sexy (Plotly graphing software) ● Helping families make it through long weekends without WiFi (Duracell batteries) ● Park your domains in a friendly lot (Domahub) ● Speed reading isn’t a skill. It’s a Chrome extension (Spritz speed reading app) ● How to animate your presentations like Pixar (Whiteboard animation agency) TIP: Get inside the head of your audience: ● Who would I be? ● What would I want? ● How would I feel? ● Which pains hurt most? ● What’s missing in my life? TIP: Do a google image search on your  topic or niche for inspiration.

Jason Brewer’s 3 Sure Fire Website Copy Templates Copy Template #1: Inspire First Inspire and connect Dear moms and dads: we know parenting isn’t easy. Cut to the chase We’re a digital platform for managing personal objectives, family schedules and life milestones. Who should care Are you the organizer in your family? We help busy people like you make sense of their busy lives, from soccer schedules to music lessons to date night for just the two of you.

Copy Template #2: Why, How, What Inspired by the popular leadership model from Simon Sinek

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

19/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Why - We were drowning in our everyday lives, checking off tasks on a never-ending list. One day we decided to take control and start enjoying our lives as parents. That’s the day we launched our company. How - We’ve combined a family scheduling tool with, smart time management tips and communication efficiencies and put them into one easy-to-use platform. What - We offer a platform to help busy moms and dads to manage personal objectives, family schedules and life milestones.

Copy Template #3: Big shift in the world Big shift in the world The speed of life is increasing. Families are getting busier and managing everyday life is a daunting task. Winner and losers Some families will become less connected and more chaotic. Others will find better ways to communicate and coordinate their busy lives. Tease the promised land Don’t we all want a better way to manage our days and weeks and keep our family running smoothly? Be the solution Now, there’s a way. ● Manage personal objectives ● Track family goals ● Keep everyone up to date with a master family schedule ● Sync with your current calendars Source: https://brolik.com/blog/conquer-website-copywriting-using-3-templates/

Headline formulas for use on leadgen pages, for marketing ebooks or for blog posts These are based on my favorite headlines in the history of headlines. See them at play in old-school ads, on sites like Upworthy and in posts like this one by Crazy Egg. 1. The Ultimate Guide to {Good, Bad or Desirable Thing} 2. What Everybody Ought to Know About {Good, Bad or Desirable Thing} 3. X Lessons I Learned from {Person or Unusual Experience} 4. To the {role} who will settle for nothing less than {world-class outcome} 5. Break all the rules and {world-class outcome} 6. How Your {Service Provider} Is Ripping You O .  And What to Do About It Right Now. 7. I Found a {Adjective} Way to {Get Incredible Outcome} 8. See why we have an {adverb} {adjective} {social problem} in just {short time}. 9. {In uencer or celebrity} {emotional reaction} {to thing that basically the whole world already understood} 10. Is this the world’s rst  {Good, Bad or Desirable Thing}? 11. How to Survive Your First  {Good, Bad or Desirable Thing} 12. How I found out that {unexpected thing} is the best medicine 13. Let me show you the secrets of {powerful group} 14. What {Group or Celebrity} Can Teach You About {Unexpected Thing} 15. People Regularly Pay Me {$} for This Information.  But You Can Have It FREE. 16. {David-type addresses Goliath-type.} {Result.} 17. How to Make {$} With Your ________________, Step-by-Step 18. The complete library of {large #} free and low-cost {desirable resources} 19. Behind the Scenes of a _____________ 20. {Person does X.} {Another person’s reaction.} Result: priceless. 21. Is {Trending Topic} a Scam? Find Out If You’re Putting Your {Resource} at Risk 22. Here Is a Method/System That’s Helping {Blank} to {Blank} 23. Little Known Ways to {Blank} 24. The secret ways the {people from a foreign country} {get desirable result} 25. X Little Known Factors That Could A ect Your {Thing in Which Reader Has a Vested Interest} 26. Why haven’t {people like your readers} been told these facts? 27. The Secret of {Desirable Thing} 28. {#} of {group} are right/wrong/confused about {X} 29. Is it immoral to {get desirable outcome}? 30. Recently Downsized/Fired {Profession} Reveals the Dirty Little Secrets to {Outcome} 31. Do you have the courage to {do something very desirable}? 32. This {bad thing} just happened. {Outcome or media} is {adjective}. 33. How to {get incredible result} and {do unexpected thing as a result}. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

20/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

34. 35. 36. 37. 38. 39.

{Bully does X.} {Bullied reacts with Y.} I Stopped {Doing Common Thing} Today. You Should Too. Here’s Why. Who doesn’t like {somewhat accepted taboo}? {Unexpected answer with tease about why.} I spent {time} {working toward goal}. I just {quitting statement}. Here’s why. I don’t regret {X}. But here’s what I’d do di erently. Would you {do unimaginable thing}? I just did.

Brian Clark’s 10 Sure-Fire Headlines Source: https://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ 1. Who Else Wants [blank]? Starting a headline with “Who Else Wants…” is a classic social proof strategy that implies an already existing consensus desire. 2. The Secret of [blank] This one is used quite a bit, but that’s because it works. Share insider knowledge and translate it into a benefit for the reader. 3. Here is a Method That is Helping [blank] to [blank] Simply identify your target audience and the benefit you can provide them, and fill in the blanks. 4. Little Known Ways to [blank] A more intriguing (and less common) way of accomplishing the same thing as “The Secret of…” headline. 5. Get Rid of [problem] Once and For All A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy. 6. Here’s a Quick Way to [solve a problem] People love quick and easy when it comes to solving a nagging problem. 7. Now You Can Have [something desirable] [great circumstance] The is the classic “have your cake and eat it too” headline — and who doesn’t like that? 8. [Do something] like [world-class example] Gatorade milked this one fully with the “Be Like Mike” campaign featuring Michael Jordan in the early 1990s. 9. Have a [or] Build a [blank] You Can Be Proud Of Appeal to vanity, dissatisfaction, or shame. Enough said. 10. What Everybody Ought to Know About [blank] Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something. See examples for each template here.

Jay Abraham Inspired Headline Formulas ✓ What's Your Best Chance to _____?  ✓ What [pros] wants you to know before you [thing you need to do] ✓ Most [industry professionals] do ______ but we're not most [industry professionals]. ✓ I'd like to give this to [industry professionals] ... before they [do something common] ✓ How to [thing customer wants to do] without [thing customer doesn't want to do] ✓ If You've Already [done common thing], don't read this. It'll break your heart ✓ Who else wants a _____ without the _____ ✓ Don't _____ until you read this guide! ✓ What your [someone you trust] doesn't tell you when you [thing you need to do] ✓ What would become of your ____ if [positive or negative thing] happened? ✓ What [pros] say about [your profession] ✓ We Sell the Same [product] as (Company A), but [at/with/without/for] [key di erentiator]. ✓ Three Powerful Reasons Why ____ ✓ New [product/service] [does something better] than [what you're currently doing OR aspirational goal] ✓ Do you make these mistakes in _____? ✓ [Negative outcomes] can be foreseen in Advance-And Prevented. ✓ What not to_____ on a _____ ✓ To the _____ Who Wants to _____ Someday ✓ How to know when a _____ is about to [good or bad thing] ✓ Who else wants a [better result]? ✓ An Easy Way to _____ ✓ Which [industry professional] used [Product A] and which has the [Product B]

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

21/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Headline formulas based on headlines by Laura Belgray ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

How To _____, Even if You’re Not _____ You're not still [doing common thing] with [common product] are you?  Why _____ is the best way to _____ Where [thing consumer wants to happen] happens The [product/service] for [thing consumer wants to happen] For _____ who are tired of/don't want to _____ Helping _____ do _____ When _____ happens, you'll be ready to _____

Headline formulas with unknown origins (LOTS!) ✓ ✓ ✓ ✓ ✓ ✓ ✓

[Question/Problem] Here's How to Fix It  Why [Action/Thing] Is/May Be [Opinion/Assertion]  Warning: [Blank]  How to [Do Something] Like a Boss How to [Do Something] in 5 Minutes  How to [Blank] and [Blank]  How to [Blank] Without [Objectionable Action] 

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

How to [Blank]  How to Be [Desirable Quality]  [Audience]! Are You [Undesirable/Desirable Outcome]? [Action] NOW! These/Find Out Which [Thing] Could/Will [Desired Outcome] How We [Desired Result] in [Timeframe] [Promise of What Your Business/Content Will Do] [Keyword]: [Supporting Keywords] Are You More Like [X] or [X]? Reminder: [Claim or Truth] Why [Problem] (And What to Do About It)         [Claim That Goes Against What Most People Think is True] [4 Words or Fewer Summarizing Topic] What You Should Know About [Topic] [A Claim as if You Know the Future] [Controversial Claim or Story] No/Yes, You [Pre-Empt Objection] to [Achieve Desired Result] [An Odd or Funny Claim] Give Me [short time period] and I’ll Give You [desired result] Who Else Wants [desired result]? Why [Thing] [Outcome]      How to [Desired Outcome] Without [Unpleasant Action] [Provocative Question] [Social Proof] [Desired Outcome] Take X minutes to get started with [blank]... you'll be happy you did! How to [Achieve Desired Outcome] Like [Celebrity] Now You Can Have [something desirable] Without [something challenging] See How Easily You Can [desirable result] [A Quote From/Summary of a Testimonial] How You Can [desired result] Almost Instantly The Quickest & Easiest Way To [desired result]     Never Su er From [undesired result] Again How To [desired result] When You’re Not [blank] No [undesired result] Just [desired result] Everyday How To Get [desired result] Out Of [blank] If You Can [blank] You Can [desired result] Warning! Are You [Something Undesirable]? How [A Seemingly Inconsequential Action] Can [Undesirable Result] How to fast-track your [desirable result] [A Call to Arms] How To Take The Headache Out Of [blank]    How To Become [desired result] When You [something challenging] [Outrageous/Controversial Claim] Answered: Your Most Burning Questions About [blank] X Questions Answered About [blank] How To Turn Your [blank] Into [desired result] How to [Achieve a Desired Outcome] (The) [Group/Famous Person] Guide to [Blank] The Ultimate Guide to [Blank]  10 Things [Group] Do Di erently 7 Things We/You Should [Blank]       7 Things Only [Group] Understand 7 Things to Remember About/When/If [Blank]  15 Things You Didn't Know about [Person/Thing]  7 [Blank] That Will Change Your Life

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

22/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

7 Quotes from/by [Famous Person] That Will [Desired Result] 7 [Adjective] Facts [Person/Audience] Should Know 13 Ways to [Do Something] When [Situation] 7 Ways to [Do Something] Can You [Find/Spot/Answer/etc.] [Number] [Expert] Share [What]       [Number] Little-Known Ways to [Desired Outcome] [Number] Steps to [Achieve Desired Outcome] [Number] Hacks to [Achieve Desired Outcome [Number or How to] Simple/Easy Ways to [Desired Outcome] Quiz: [Which/What/How] [Quiz Topic]? A [Power Word] Tutorial to [Achieve Desired Outcome] We Analyzed [Number] [Measurable] And This Is What We Learned [Person] Did [Unusual Action] [Timeframe]. Here’s What Happened [Number] Lessons I Learned When/From [Experience] [Number] Secrets to [Achieve Desired Outcome] [Number] Mistakes Most People Make When/With [Common Action] [Number] Proven [Actions/Ways] to [Achieve Desired Result] [Large Number] of Ways to [Achieve an Outcome] How [impressive number] Got [desired result] Without [undesired result] How To Make People Line Up And Beg To [blank] The Lazy [blank’s] Way to [desired result] The Ultimate Guide to [Achieve a Desired Outcome]

7 Deadly Sins of Copywriting Formula Source: https://unbounce.com/landing-page-copywriting/get-emotional-in-your-marketing-copy/ If you’re not sure how to get started, just think about the seven deadly sins. They’re easy to remember, and they each correspond with an emotion you can draw on in your marketing copy. ● ● ● ● ● ● ●

Lust (get what you desire / be what they desire) Slothfulness (this will help you be lazy / do less work) Envy (rise about your particular Joneses) Pride (be amazing) Wrath (be angry) Gluttony (get everything!) Greed (the ultimate me-focused bullet – it can all be yours!)

Sin #1: Lust - Appeal to: Desire Desire is an emotion most marketers are comfortable conjuring up. We know how to make people want our products – after all, that’s kind of what marketing is all about.

Sin #2: Gluttony - Appeal to: Self-interest We’re all selfish in one way or another. And there’s nothing wrong with caring about yourself – to an extent. We’re all seeking something, whether it’s prestige, money or respect from those we admire.

Sin #3: Greed - Appeal to: Possessiveness when it comes time to translate your features into benefits, focus on framing those benefits as tangible objects or possessions.

Sin #4: Sloth - Appeal to: Laziness People want their lives to be made simpler. They want as many things as possible to be done for them. And for the things they actually do to be clear cut and manageable.

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

23/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

So highlight how you’ll make the visitor’s life easier — how much time they’ll save, what tasks they’ll no longer have to do, which processes will be easier.

Sin #5: Wrath - Appeal to: Anger and annoyance “I’m mad as hell and I’m not gonna take this anymore!” Luckily, you’re probably appealing to anger and annoyance already – I bet you’re already working to highlight your prospect’s’ pain points and problems in your copy. Just think about what annoys and angers your audience.

Sin #6: Envy - Appeal to: Jealousy We can all relate to the feeling of not getting what we want. It sucks when we can’t have something. Doesn’t that grate on your nerves? Or have you ever passed over buying something, only to find yourself secondguessing your decision once you see someone else with it?

Sin #7: Pride - Appeal to: Confidence Flattery will get you everywhere, right? One of the easiest copywriting strategies is to appeal to your audience’s ego – up their confidence, make them feel good about themselves. -When writing, think of the ideal emotions your offer will evoke and how you want your customers to feel. Do you want them to be proud to be your customer? More confident in themselves? Part of an “in-crowd” of other important customers? Picturing the desired outcome will help you determine which emotions you should play up in your landing page copy.

Formulas for writing value propositions First, read this book (paperback recommended). The whole thing. Because value props aren’t easy. Landing on your value proposition is kinduvabigdeal. So don’t take your job of identifying or phrasing your value prop lightly. Here are some fab formulas for expressing your value prop. Note that the examples for each value proposition formula are all for the same solution – Airstory – so you can see how each formula explains, shapes and highlights in its own way.

For {target} who {statement of the need or opportunity}, {Name} is {product category} that {statement of benefit}.

For content teams with aggressive publishing schedules and high standards, Airstory is the content creation software that helps teams build on each other’s ideas to produce incredible articles, blog posts and ebooks.

VAD: Verb, Application, Differentiator Drop research directly into blog posts and articles. We do X, but the difference is {primary differentiator}. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

24/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

We help content creators write together, but the di erence is that creators can also pull from and add to a library of bite-sized research. The {adjective} way for _____ to _____, {bene t/outcome}.

The no-brainer way for writers to turn ideas into blog posts, articles and ebooks – for better content marketing. {Proven industry example} for/of {new domain}.

Evernote meets Google Docs, for writers. “We help X do Y doing Z”.

We help teams write better and faster by dragging and dropping research into documents. We’re the ones that {primary differentiator}.

We’re the ones that let teams create faster by dragging and dropping ideas into blog posts. {Superlative} {category} {quali ers} The smartest writing software for content teams.

Customer-Problem-Solution Content teams at growth-focused businesses have aggressive editorial calendars but no clean, e ective way to turn their team’s knowledge into publishable content. Airstory lets teams pool their research and drop great ideas directly into their documents.

What. How. Why. Airstory is a collaborative writing platform that helps teams turn ideas into blog posts, ebooks and articles faster. So you can publish and promote like crazy.

Enormous problem. Solution. Core differentiator. Credibility. Content marketing is the fastest-growing opportunity for businesses, but content creators can’t churn out great content like factories. We o er a collaborative writing platform – called Airstory – that houses a team’s ideas and research alongside their documents, so they can simply search their research library, nd ideas, drop them into a document, and publish. Created by a blogger, content strategist and novelist.   Tons more info and examples in this great post.

Copywriting formulas for bullet lists (or fascinations) You know what a bullet list is… but did you know that copywriters (especially in direct response) call bullets “fascinations”? True story. Where a bullet really just states a bene t or feature, a fascination is written to be so compelling (and curiosity-piquing) that desire is magni ed. We talk about this in our courses, and you can learn more here https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

25/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

BGNGo Bullets The order of your bullets in this case would go like so: ● Best ● Good ● Necessary ● Good, with Outcome Any copywriter worth more than a dollar an hour knows to bookend your bullet list with the two most compelling bullets.

The Headline-as-Bullet List Instead of the jumble of unique bene ts here, statistics there, page numbers or points where you can nd X fascination here, unexpected insight there, etc etc, let’s just use a nice formula, shall we? Draw from this list of headlines turned bullets as you see t for your o ering (ideal for sales pages, especially for training materials): ● Discover the {high-value} secrets of {powerful group} ● What {group} taught me about {unexpected thing} ● How your X is ripping you o – and exactly what to do about it (page #) ● The #1 lesson I learned from {unusual experience} ● How to learn {technical thing} before {technical expert} ● How to survive your rst __________ (page #) ● How a {role} showed me {unexpected insight} ● Why you need to break all the rules to get {world-class outcome} ● Possibly the world’s rst __________ ● Why some {role} are given favored status in {seemingly neutral place} – this little-known information could {incredible impact for reader} ● ● ● ●

The unexpected X that may just be the best medicine for Y # steps to make $ with your __________ (page #, with a bonus on page #) A {adjective} method that’s helping __________ to __________ The secret ways {people from a foreign country} {get desirable result}

A single solitary formula for body copy To be fair, almost every formula for laying out a page can be applied to a block of body copy. So this isn’t the only formula for body copy. But it’s pretty perfect for it, so here you go…

FAB This copywriting formula is particularly good for deeper-level sections of text, where it often makes sense to lead with the feature because the prospect may be in a higher stage of awareness (e.g., she’s got a checklist of must-have features): Feature – State or intro the feature Advantages – Describe its advantages Bene ts – Describe its bene ts Start with the feature. Then say what it does better – better than the product you’re switching from, better than the past version, or whatever oats your boat. Then tell people what’s in it for them. Here’s how it plays out on Groove’s “Ticketing” page: <see image in PDF> https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

26/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

As Bu er points out, Joe Vitale explained FAB quite simply like this:

You get this… and the product does this… so you get this….

Copywriting formulas for better buttons (or calls to action / CTAs) Yay for working on your CTAs! Buttons are the site of conversion online – you can’t convert without clicking at least one button. So don’t treat a button like microcopy. Use these formulas to write – and test – better button copy.

The I Want Button This CTA formula is all about lling in the blank. There are 2 blanks to choose from: I want to ____________ or I want you to ___________ Let’s say you’re writing a button for a car website. You might complete those phrases, “I want to get a new car” and “I want you to show me the newest cars.” So the button copy would go like so, respectively: Get a new car or Show me the newest cars See the di erence? And, yes, to be clear, in the second option, you do keep the button. That’s actually what makes it so powerful.

rst-person “me” in the

“Get _________” Want a magic word? Here you go: “get.” People like to get things. There’s very little work or friction associated with getting (depending, of course, on what follows “get”). It generally suggests good things to come. So start your button with the word “get.” And make sure the phrase that follows matches your prospect’s desire and expectations.

RAD Lance rst wrote about this fab CTA formula a few years ago. It stands for: ● Require ● Acquire ● Desire When using this formula, you want to ask yourself if the visitor has the info s/he requires before clicking the button. This is huuuuge for conversion copywriting: don’t put a button prematurely on a page. First give people the info they require… then make the button / target easy to acquire (which is UX-speak for  click)… and then ensure your visitor desires what the button promises.

CPSC https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

27/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

This post  describes 4 call-to-action considerations. They refer to copy as “text”, so I’ve swapped that out, turning their TPSC into a Copy Hackers-friendly CPSC: Is the copy clear? Is the button placed well? Is the button an easy and helpful size, not too big or too small? Does the button color make it stand out on the page? Like RAD above, CPSC helps you identify potential problems with your CTA, beyond the copy on the button.

Hook, Line and Sinker This CTA formula is  courtesy of Wordstream. It’s great for ad copy but also text links and buttons. Here’s how to use it: Command verb + o er + urgency For example: “Download our whitepaper today!”

Elements-of-the-Offer Formula Admittedly, this formula is for closing – like on a sales page – rather than just for button copy. But buttons are merely parts of calls to action, so I think this belongs here. 1. Here’s What You’re Gonna Get 2. Establish the Value 3. O er a (Conditional) Bonus 4. Price 5. Trivialize Price 6. Guarantee 7. Risk Reversal 8. Scarcity You can read more about this one here

Testimonial formulas You need your testimonials to be believable, to be credible and to be worth your prospect’s time. The testimonial isn’t for your bene t; it’s for your prospect’s. So use these formulas to revise your testimonials (and make sure you get sign-o from your clients).

The Before-After-Experience Testimonial I read about this one on Psychotactics about a billion years ago and have been using it since. It’s great. Here’s how it goes: Start with Before. What hesitations did they feel pre-purchase? Then explain After. What did the client discover after going for it? Then speak to the Experience. What did they feel?

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

28/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

So a testimonial that follows this formula tells a story, and story is good. Here’s one I received: <see image in PDF>

TEASE This testimonial formula  strives to keep things short. Short testimonials are great to pepper among the lengthier ones. But be careful: all of your testimonials should be meaty, and you should never sacri ce speci city and storytelling just to get a shorter testimonial. Is it tactful? Does it emphasize a particular strength of the solution or product? What authentic part of the experience have you shared? Is it short and sweet? Does it engage the reader? Here’s a review of the Copy Hackers ebooks that follows TEASE well: <see image in PDF>

The 4 Ss AWAI recommends this testimonial formula, which has a simplicity and speci city I dig: ● ● ● ●

Speci c Short Sizzling Signed

You’ll likely also appreciate their 4 Ls, which are the four qualities your testimonials should not have: ● ● ● ●

Long Lame Lazily written Lacking a point

Here’s an example of a testimonial that meets the 4 Ss: <see image in PDF>

Before – During – After – Favorite – Emotion – Ideal For Not the most elegant of all formulas – but easy to use – this testimonial template gets lled out like so: I approached {business name} because __________. {Person at business name} helped me by __________. The result was __________. One thing I liked was their __________. I found the experience __________. I would recommend {business name} to people who need __________.

Formulas for plotting email sequences Drip campaigns! Autoresponders! How do you know how to schedule and plot them for optimum opens, clicks and – yes – purchases? After all, these things don’t just write themselves. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

29/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

NOTE: For a truly comprehensive guide to emails, check out this free (!) guide by sendwithus

Power Words Produce Powerful Results Source: http://billiondollarcopy.com/?p=12 The two most valuable words you can ever use in the headline are “free” and “new.” You cannot always use “free,” but you can always use “new” – if you try hard enough. Other words that work wonders are: “how to”, “now”, “announcing”, “introducing”, “it’s here”, “just arrived”, “an important announcement”, “improvement”, “amazing”, “sensation”, “remarkable”, “revolutionary”, “startling”, “miracle or miraculous”, “magic”, “offer”, “quick”, “easy”, “simple”, “powerful”, “wanted”, “challenge”, “advise to”, “the truth about”, “compare”, “bargain”, “hurry”, and… “last chance.” Don’t turn up your nose at these clichés – they may seem trite and shop-worn – but they work!

Email Sequences Walling’s 5-Day Drip Course Formula for Leads Rob Walling of GetDrip.com discussed this in detail in this free video training. Day 0 Send on sign-up. Cover 3 points: welcome them, touch on what the drip course will cover, CTA (e.g., reply to email with answer to Q asked in email). Day 1 24 hours after D0. Educate and nish with an action. Day 2 24 hours after D1. Theory shared via story. CTA in PS. Day 3 24 hours after D3. Batch of actionable tips. Day 4 24 hours after D4. Case study with real numbers. CTA to use your solution.

Wishpond’s 5-Part Drip Campaign for Leads This 5-part drip campaign is explained on Wishpond. Here’s the skinny: Email 1 A warm hello. Email 2 A transparent case study or nding. Email 3 Personal business story that shows your transparency and humanity. Email 4 Case study.

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

30/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Email 5 Free trial o er or soft sell.

The String of Pearls Not just for emails,  the String of Pearls formula  sees you drop valuable or intriguing details one after the other. The idea is that each detail is valuable on its own. But when you string these details together – e.g., over a series of emails to nurture leads, make a sale or nurture a customer – they become exceptionally persuasive. But what are those pearls you’ll be stringing together? That’s where research comes in. (Formulas can only take you so far!)

PASOP This one’s based on the PAS formula for structuring messages on a page. But I’ve tweaked it to work for drip campaigns that build up to a sale. Here’s how it goes: Email 1: PASOP Problem. Agitation. Solution. Outcome (measurable or storied). New problem. Email 2: PASOP Repeat the problem you ended E1 on. Agitation. Solution. Outcome. New problem. Email 3: PAS Repeat the problem you ended E2 on. Agitation. Your solution as the solution, with a link to the sales page to learn more about the solution and the outcomes it brings. You could squeeze another PASOP or two in there before nishing with PAS. Importantly, in the emails preceding the PAS email, you want to nish by introducing a new problem at the end of it. The promise, then, becomes to teach people how to solve that problem in the next email. (This is called an open loop; you’ll see more about that in the subject line area of this copywriting formula guide.)

The 6-Email New Customer Nurturing Sequence As explained here, this customer-nurturing sequence is made of 6 emails and should be dripped out over a 14-day period. Email 1 Welcome and intro to support person, with contact info provided. Email 2 Free o er. Email 3 Case study highlighting use of your product or service. Email 4 Actual examples of ROI for your solution. Email 5 Customer testimonial video(s).

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

31/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Email 6 FAQs. Although the schedule of email delivery isn’t expressed, what’s interesting about this formula is that its creators BombBomb recommend including in each email a video featuring the person handing your new customer’s account. Want detailed sequences for speci c triggers? Pardot shares incredibly detailed drip sequences for upsells,  events,  sales engagement, competitors, and industry-speci c marketing campaign

nurturing,  re-

Email subject line formulas The rst subject lines are by Jared Kimball, who shared them  in this useful post. He’s also written a book called 14 Email Subject Line Formulas, which you may want to pick up if you dig his formulas.

The Report Formula Kimball provides a handful of speci c formulas within each of his formulas: New {agency/institute} approved {process/device} + {bene t} Innovative {system/process/product} + {bene t} Introducing {technique/system/process} + {bene t or mystery} Kimball gives examples like:

Introducing the Picasso: How to design if you suck at design

The Data Formula I’d personally recommend adding a “why” or “how” to the front of most of these or a “here’s why” to the end of them. Alone, they feel like tldrs, which doesn’t necessarily compel the open. {Percentage} + {unexpected thing} {Known entity} is rated as {rating} for {rated thing} {Trendy thing} {percentage change} For example:

Why 19% of Harvard graduates can’t nd work USA is rated the worst of 20 countries on 14 eco points Snapchat loses 13% of its users overnight – here’s why

The How-To Formula You’ll recognize some of these as very similar to our headline formulas earlier in this guide. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

32/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

{Attention-grabber}: how to {avoid or get attention-grabbing thing} How {world-class example or average joe} {does amazing thing} How to {do amazing thing} How to {do amazing thing} without {unpleasant thing} For example:

Nickelback is back? How to avoid waking up with their song in your head How Elon Musk sleeps (Nikola Tesla would be proud) Campaign Monitor adds that the key to success with this formula is to focus on the bene t or value. That’s good advice for good copywriting.

The Inquiry Formula There’s power in that little question mark! Or better: Is there power in that little question mark? <see image in PDF> Who / What / When / Where / Why / How {question}? {Brief statement}? For example:

What were you thinking? Where have all the good people gone? Nuts?

The Endorsement Formula In uential people are in uential. …Yeah, I just wrote that. If you’re a word nerd, you’re like, “Woah! Tautology, y’all!” …Yeah, I just wrote that. Okay, the idea with the endorsement formula is that you either reference an authority or use quotes in your email subject line. So formulas like: “{Quote}” by {author} “{Quote}” – know who said that? “{Quote}” – agree? {Author} said this about {audience interest} {Event / Group Name}: “{Quote}” “{Unattributed quote}” The quotes are obvious – but the “unattributed quote” option is particularly useful. Quotation marks draw the eye. So if you can put an important marketing message in “quotes”, you may get more eyes on your https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

33/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

subject line. De nitely worth testing.

The Open Loop This formula creates pure click bait. The idea is that you give away just enough to make people want to open, and then – importantly – you give them what they were seeking in the email body itself. So rather than write a “tldr” or summary-style subject line (which is generally crap for emails except when it’s a subject line for a promotion or it touches on scarcity and/or urgency), you’d give a fraction of the story, like any of these subject line formulas will do for you: I messed up {Person or pronoun} said it was the {right / wrong / scary} thing to do FYI… You should be {doing / seeing / reading} this FYI… You shouldn’t waste another second {doing / seeing / reading} this {High-value something} for you The {superlative} thing to happen to {industry} since… In case you haven’t heard Let me emphasize: the email itself needs to close the loop. You can then open a new loop with the body of your email, compelling the reader to click to close the loop or bringing the reader back tomorrow to read your loop-closing follow-up email. Whatever you do, close the loop within a reasonable amount of time.

The Empty Suitcase An “empty suitcase” is what we call it when you use the word “this” without a noun to follow it. So, like, you might nd yourself writing, “Tune into this to hear me drone on”, and you’d be using an empty suitcase because we don’t know what “this” is. In the world of writing, this is a no-no. (See that? I used one there.) In the world for subject line copywriting, this is a yes-yes. The beauty of the empty suitcase is that, like the open loop formula, it forces your subscriber to click to get the whole story. I know, I know: forcing isn’t good. Fine, then. It compels. Same di erence. Any way you slice it, the empty suitcase subject line is great for open rates. {Name}, this is for you This is how you {do desirable or undesirable thing} I learned this from watching __________ I {past-tense verb} this. The world changed.

What {industry} needs to {verb} This subject line formula is explained here. You can swap the industry for a role, or you could get creative and – if your CRM is good – populate the blank eld with the person’s name, their role or the name of their business. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

34/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

For example:

What Joanna needs to do better What Copy Hackers needs to remember What cat owners need to think about What copywriters need to know The Announcement As they said on Mad Men all the time, the word “new” is a powerful thing. That’s what this subject line is all about. Use it like so: Introducing {Name} Introducing {Name}: {short value prop} New! {Name} New! {Bene t of new thing without mention of name} Now open: {registration} Campaign Monitor found that adding the word “introducing” to a subject line increases opens by an average of 9.45%. And adding the word “new” to it increases opens by 3.26%.

The Scarcity + Urgency Formula Fabulous for campaigns and product launches! You won’t be surprised by these formulas, but they’re a great reference when you’ve got a limited number of X to o er in a short period of time.   Only {#} {days/hours/weeks} left to {X} Just {#} {X} left Last chance to {action} Get {valuable thing} if you {action} in the next  {#} {days/hours/weeks} Keep a swipe closing.

le of all the emails you’ll get, and you’ll see these subject lines used any time an o er is

The Punctuator For your subject line to earn an open, it needs to get noticed in an inbox. To do that, we use punctuation marks. Truly. That’s what punctuation is for in subject lines: to get eyes on the line. I’m not going to list out all the ways you can use punctuation to your advantage with this formula, but the goal is twofold: 1. To visually break up the line of copy that is your subject line 2. To visually distinguish your subject line from that of all the others https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

35/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Here are examples from businesses you probably know: Brian Dean ✓ How to get higher rankings in 2015 (without any new content) ✓ How I email busy people (and get responses) ✓ I just opened enrollment for SEO That Works (but it closes Friday) Groupon ✓ You + These Top Deals = Love? ✓ Solve This Puzzle: D E A _ S ✓ Psst… Slimming Secrets Inside Tim Grahl 1. Argh! I need help! 2. #1 New York Times bestseller… used this tool to do it 3. This is it… Conquer your fear in 2015

The Shorty It’s a one, two or three-word subject line. It stands out beautifully among all the long subject lines in an inbox. Nathan Barry uses this formula a lot with subject lines like these: ● ● ● ● ● ●

Unsolicited advice 60 minutes Authority Tomorrow? Quick question {First name} < > {First name}

The ultimate formula for introducing people to one another! Works like the rather common {First name}, meet {First name}, which is also good. Although this subject line is intended for one person connecting two people, there’s no reason you couldn’t test it as a subject line for your marketing emails. For example, if you were to host a webinar with a special guest like Unbounce’s Georgiana Laudi, you might write: {First name} < > Georgiana It feels extremely personal – so use sparingly. Because crying wolf.

Copywriting formulas for ads Display, search – what have you. When it comes time to write an ad, all the old copywriting rules go out the window. Or so it seems to me. Which is why I rely on ad copywriting formulas. Let’s start with…

Search ad formulas

AIU Great for direct-response envelopes, this formula can also work for your ads. It goes: https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

36/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

● Attention ● Interest ● Urgency You don’t need to write it in that order – AIU. It may be that U leads to A, and I is baked in there.

Device + Keyword + Persona + Brand At CTA Conf 2015, Dana DiTomaso shared this formula for search ads – and I snapped a pic just in time: <see image in PDF>

The Wordstream Ad Copy Formula In this uber-helpful blog post, Team Wordstream o ers sweet templates to help us basically assemble our search ad copy line by line. Here’s the gist, but read the whole post to ll in the gaps, see all the examples and get the bonus pro copywriting tips:

Description Line: 35 Characters Your USP, expressed as any of the following: Unforgettable and A ordable ________. Your Search for ____ Ends Here. Big Range, Great Price and Service. Get ___ For Only $__.

Description line 2: 35 characters A CTA, or copy to prime searchers to convert: Start Searching Now! Get Your Free Quote Online! Order Our Expert Guide Today! Quick and A ordable Call Us Today!

Display URL: 35 characters This is simply as follows: www.yourwebsite.com/your-top-keywords Here’s a Wordstream ad as an example: <see image in PDF> I’ve left a lot out of this Wordstream Ad Copy Formula because I’d basically be plagiarizing if I added all of their awesome examples. But if you want an assemble-it-yourself ad copy formula, read the Wordstream post

The Essential Ad Copywriting Template As described here, this template or formula goes like this:

Headline = Attract Attention (Be Relevant!) https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

37/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Description Line 1 = Generate Interest (Be Useful!) Description Line 2 =  Ask for the Click (Show the Value!)

MECLABS Online Ad Sequence What a surprise – MECLABS has created a copyrighted heuristic for your ads. (I love the MECLABS minds. But, my, do they copyright sequences!) ea = 2at + i + as © Where ea = E ectiveness of the Ad, at = Attract Attention, i = Generate Interest and as = Ask for the Click. And now let’s move on to formulas for another type of ad…

Facebook ad formulas Loud. Relevant. Engaging. Explained here, this formula is supposed to “deliver returns.” Here it is: ● Be Loud. ● Be Relevant. ● Be Engaging. The green highlighting and the dude’s incredible handlebar moustache in the following example illustrate the be loud part of the formula. It’s actually quite relevant to me. And I found the ad engaging – although, admittedly, not engaging enough to click and hire young Olek. <see image in PDF>

ERERS This one is described by AdEspresso, in so many words. (They don’t call it a formula; I do.) I love it. It goes: ● ● ● ● ●

Emotional Rational Emotional Rational Social proof

In practice, it looks like this: <see image in PDF>

The 4-Step Formula Shared by SEMrush, this formula for a fantastic Facebook ad goes: Be Objective Highlight Bene ts Be Persuasive https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

38/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Follow the Rules The full post is really worth a read, especially if you haven’t created Facebook ads before. Here’s an example they give: <see image in PDF> Getting your CTA right for a Facebook ad is critical. So…

Facebook Ad CTA Formulas These Facebook ad CTAs are discussed in detail over on Wishpond’s fantastic blog. ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

See why {in uencer} said {intriguing thing} See why Stephen King said we’re the future of writing Free {high-value freebie} Free “Grammar Nerd” ebook Want / Need {highly desirable thing}? {Actionable solution} Need a new girlfriend? Get the Hot Tamale Handbook Enter to win {highly desirable or interesting thing} Enter to win your very own battle axe Sick of {thing readers are de nitely sick of}? Sick of being compared to other moms? Stop {unpleasant or unexpected thing} Stop eyeing up the neighbor

Formulas for Writing Facebook Posts When you promote a post on Facebook, do you get the clicks, comments and likes other people seem to get? If not, these Facebook post formulas are all worth trying. Plus, they all force you to keep your posts short: <40 characters is a better practice for writing a Facebook post. Note that most of these work best with a photo, video and/or link to accompany them. Learn more about them here and here.

One little-known way to {do something}: {summary of how} One little known way to make an antique headboard: Turn an old door on its side

“Like” if you {something your fans are likely to like} “Like” if you think Hot Rod is better than Napoleon Dynamite

Remember when {something nostalgia-triggering}? Remember when you could call the operator for a number?

Fill in the blank: “{partial line of dialogue} ______________” Fill in the blank: “The only way to double your conversion rate is to  ______________”

{#} reasons I’m stopping {good or bad activity} 9 reasons I’m quitting carbs https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

39/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

If / When {scenario}, I __________ If I could run any business, I would run __________ When Costco starts selling Christmas decorations in July, I __________

Formulas for Writing Tweets Most of the formulas that kicked o this post – like AIDA, PAS and the headline formulas – can be used easily to write click- and RT-worthy tweets. But here are a handful more. Because this is the ultimate copywriting formula guide, after all. <see image in PDF>

Tons of comments/shares on our {post type} – add yours: {bitly} Tons of shares of our mega-huge copywriting formula post – check it out: http://bit.ly

Don’t let your {asset} {bad outcome}. Here’s how to {good outcome}: {bitly} #hashtag Don’t let your blogging mojo go to waste. Here’s how to rock a post: http://bit.ly#amwriting

I loved this article by @TwitterHandle about [TOPIC] – {bitly} #hashtag I loved this article by @patio11 about cofounders – http://bit.ly #startups

We {incredible outcome} {unusual way it was achieved}. Here’s why/how: {bitly} We tripled our team in 3 months by focusing on 1 feature. Here’s why: http://bit.ly

{Question}? #hashtag Are startups without technical cofounders legit? #cmo #ceo

{Question}? #hashtag 1) {Answer} 2) {Answer} 3) {Answer} Is SEO dead? #inbound 1) Yes 2) No 3) OMG can people please stop saying that

“[QUOTE]” – @TwitterHandle #quote “Get busy living, or get busy dying” – Shawshank Redemption #quote Most of the above formulas were originally in this Hubspot post

{Article or video title} – {bitly} #hashtag by @Pro le “Every Copywriting Formula on the Planet” – http://bit.ly #epic by @copyhacker

{Statistic} – {bit.ly} #hashtag by @pro le 3 in 4 businesses shut down in their rst year – http://bit.ly #startups by @copyhackers

“{Article excerpt}” – {bit.ly} #hashtag by @pro le “Getting acquired goes against everything I learned in business school” – http://bit.ly #startups by @copyhackers

{Pain before.} {Joy after.} Here’s what changed: {bit.ly} https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

40/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Writing headlines suuucked. Now it takes <24 seconds to write 5. Here’s what changed: http://bit.ly

How @pro le and @pro le {interesting achievement}: {bit.ly} How @patio11 and @amyhoy turned #HN into the most authentic forum: http://bit.ly

{Bene t, bene t, bene t.} How {goal for reader}? {bit.ly} Low heating bills. Instant hot water. Warm winters. How can your family get it all? http://bit.ly

{any formula above} {photo or video} “Get busy living, or get busy dying” – Shawshank Redemption #quote<see image in PDF>

Please RT: {any formula above} Please RT: We tripled our team in 3 months by focusing on 1 feature. Here’s why: http://bit.ly

{Commentary} > {any formula above} I’d pay for this! > I loved this article by @patio11 about cofounders – http://bit.ly #startups

Formulas for writing blog posts Let’s kick this section of copywriting formulas o with a great, clear infographic from Social Triggers, which I rst found here: If you like that, you should also check out these blog post templates from HubSpot

Michael Hyatt’s 6-Part Blog Post Michael Hyatt uses the following formula to write blog posts faster: ▪ ▪ ▪ ▪ ▪ ▪

Headline. Lead paragraph / hook. Relevant image. Personal story. Scannable body. Open-ended question.

Indeed, he practices what he preaches. Here’s an example of one of his blog posts: <see image in PDF>

Star. Story. Solution. We saw this formula earlier for laying out a lead gen page in particular. Here’s a refresher on what it’s all about: Star. Who’s the character we’ll be following, or what’s the idea the post is working through? Story. Tell it! Follow the better rules of writing engaging stories, like starting in media res. Solution. What happened? https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

41/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Most blog posts written in the rst person t nicely into the Star Story Solution formula. Here’s one of ours, as an example: <see image in PDF>

HIPASI This is PAS for blog posts. It goes like so: ▪ ▪ ▪ ▪ ▪ ▪

Headline Image Problem Agitation Solution Invitation

And here’s an example of it in use on Copyblogger: <see image in PDF>

Pre-publishing copywriting checklists You’ve got your whole page or post written. Now use any of these checklists before you hit ‘publish’ to ampup what’s already there.

So What? Prove It. Any claim you put on the page needs to be run through this “formula.” Basically, the copy has to answer the question “So what?” and prove that it’s so. See the testimonial / proof area of this post for examples of what proof can be. Here’s how so-what-prove-it plays out on FourEyes: <see image in PDF>

SCAMPER According to these guys, legendary copywriter Gary Bencivenga said this pre-pub copywriting formula with multiple your productivity 11-fold. Substitute a ho-hum phrase with something surprising or new. Combine successful elements from 2+ other sources. Adapt a winning headline, button, o er or other from a di erent product category. Modify, minify or magnify one element. Put it to use with unexpected people. Eliminate or exclude an element that you think has seen better days. Rearrange, reverse or rede ne any part of the copy, the funnel, etc.  

The 4 Cs https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

42/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Everything from a tweet to a sales page needs to pass the 4 Cs: 1. 2. 3. 4.

Is it clear? Is it concise? Is it compelling? Is it credible?

My caution on this formula is that you should not cut important, meaningful phrases or words in the interest of being concise. That’s such a rookie mistake, it’s crazy. Be concise, but don’t take that to mean “short.”

The 4 Us Like the 4 Cs, this pre-publishing checklist or formula will help ensure you’re making a compelling argument. Use it in combination with the 4 Cs. 1. 2. 3. 4.

Is this useful to your prospect? Is there a sense of urgency to read or act? What should the prospect take away as unique about you after reading this? Is it “ultra-speci c”?

Below is a snippet of an email from the brilliant (and very nice!) Brian Dean, who could teach us all about email marketing in addition to SEO and content marketing: <see image in PDF>

The “A FOREST” checklist This is useful for improving your blog posts and landing pages. ✓ ✓ ✓ ✓ ✓ ✓ ✓

Alliteration Facts Opinions Repetition Examples Statistics Three (as in the rule of)

Even More Formulas & Templates AICPBSA ● ● ● ● ● ● ● ● ●

A – Attention – Biggest bene t, biggest problem you can solve, USP I – Interest – Reason why they should be interested in what you have to say C – Credibility – Reason why they should believe you P – Prove – Prove what you are claiming is true B – Bene ts – List them all (use bullets) S – Scarcity – Create scarcity A – Action – Tell them precisely what to do W – Warn – What will happen if they don’t take action N – Now – Motivate them to take action now

Gary Halbert’s newsletters: 1. Say something that gets attention. 2. Tell them why they should be interested. (Expand on CSI) https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

43/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

3. 4. 5. 6. 7.

Tell them why they should believe what you are saying is true. Prove it is true. Itemize and describe all bene ts. Tell them how to order. Tell them to order now.

Star-Chain-Hook This is Frank Dignan’s approach an advertising message. Hitch your wagon to a Star with an attentiongetting opening that is positive and upbeat. Create a Chain of convincing facts, bene ts, and reasons and transform attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.

ABC Checklist William Steinhardt’s formula is more detailed than most and very practical. 1. Attain Attention, 2. Bang out Bene ts, 3. Create verbal pictures, 4. Describe success incidents, 5. Endorse with testimonials, 6. Feature special details, 7. Gild with values, 8. Honor claims with guarantees, 9. Inject action in reader, 10. Jell with postscript.

The Fan Dancer  The idea is to tantalize with speci c details that never reveal any actual information. Lot’s of teaser “bullets.” As with a fan dancer, you’re left wanting more.

“Elements of an Offer” Formula: ● ● ● ● ● ● ● ●

Here’s What You’re Gonna Get Establish the Value O er a (Conditional) Bonus Price Trivialize Price Guarantee Risk Reversal Scarcity

41 Classic Copywriting Headline Templates ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

The secret of getting [results] A little mistake that cost a [target market] [cost] a year Advice to… [target market]  who want [results] Do you suffer from [problem] at [occasion]? Who ever heard of [target market] having [results] without [objection] How I improved… [problem] without [objection] in just [time] Discover the [benefits] you get with [results] Proven: The most effective way to get [results] How a [something perceived as bad] resulted in [results] and [benefits] Do you suffer from [problem]? Do you have these symptoms of [problem] Guaranteed to [results] without [objection]

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

44/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪ ▪

How a new [product] solved my [problem] in just [time] Which type of [target market] are you? Is it stopping you get [results]? Does your [problem] ever embarrass you? To people who want [results] but don’t know where to start How much is [problem] really costing you? The right way to solve  [problem] [thousands / hundreds / etc]of [target market]  now have [results] will you join them? For the [target market individual, not plural] who has less [results] than he / she wants Suppose this happened to your [business / life / relationship etc]. Would you survive? Are other [target market] secretly overtaking you? [X] proven ways to get [results] and [benefits] Are you ready to have [results] in just [time]?

▪ Get your hands on this system that took one [target market] from [starting results] to [end results] in just [time] ▪ How I got [results] by making this unusual mistake. ▪ Why some [target market] always have / get [results] ▪ You can laugh about [problem] if you follow this simple plan ▪ Five common [problems] faced by [target market] which one do you want to solve? ▪ What [industry experts] do when faced with [problem] ▪ [industry] experts prove that you can have [results] and with this new [product] ▪ Why it’s not your fault you have [problem]. And how to make it disappear in just [time] ▪ Thousands of [target market] can have [results] but never realise it. Don’t let it be you. ▪ Why [target market] are raving about this [product].  ([Results] is just one of the reasons) ▪ For just [cost] a day you can have [results] and [benefits] in [time] ▪ To [target market] who want [results] by [time] ▪ This new [product] will get you [benefits] galore ▪ It’s not right that you don’t have [results] when so many [target market] do ▪ The secrets of [target markets] that always get [results] ▪ What the [industry] experts don’t want you to know about solving [problem] ▪ Why do some [target market] have more [benefits] than others? The answer might surprise you Source: http://harrisonamy.com/41-classic-copywriting-headline-templates/

Headline Generators 1. Free headline generator: http://www.internetmarketingcourse.com/freeheadlinegenerator/ 2. Free online title generator: http://title-generator.com/ 3. Link bait title generator: http://www.contentrow.com/tools/link-bait-title-generator 4. Market Positioning Statement Generator: http://info.ecornell.com/market-positioning-statementgenerator 5. Content Idea Generator: http://www.portent.com/tools/title-maker 6. Blog topic idea generator: http://www.hubspot.com/blog-topic-generator 7. Sales letter generator: http://www.internetmarketingcourse.com/freesalesgenerator/

Sources ✓ https://blog.bufferapp.com/copywriting-formulas ✓ http://backlinko.com/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ https://getfoureyes.com/p/charming/ ✓ http://www.copyblogger.com/delegate-content-marketing/ ✓ https://copyhackers.com/2015/08/freelance-copywriter/ ✓ http://michaelhyatt.com/one-key-ingredient-in-a-team-worth-working-for.html ✓ http://offers.hubspot.com/blog-post-templates ✓ http://www.michaelleander.me/blog/tested-and-proven-formula-on-how-to-structure-blog-postsfor-maximum-readership/ ✓ http://blog.hubspot.com/marketing/tweet-formulas-to-get-you-started-on-twitter ✓ http://www.appssolut.com/blog/118/facebook-post-formula-that-will-bring-you-more-clicks ✓ http://blog.wishpond.com/post/52314932186/8-sure-fire-facebook-post-formulas-that-drive ✓ https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post ✓ http://blog.wishpond.com/post/75805327199/7-facebook-ad-call-to-action-cta-copy-formulas ✓ http://www.semrush.com/blog/a-4-step-formula-for-writing-fantastic-facebook-ads/ ✓ http://www.semrush.com/blog/a-4-step-formula-for-writing-fantastic-facebook-ads/ ✓ https://adespresso.com/academy/blog/9-tips-perfect-facebook-ad-design/ ✓ http://lorirtaylor.com/a-simple-formula-for-facebook-ads-that-deliver-real-returns/ ✓ http://www.blastam.com/blog/index.php/2014/07/how-to-write-ppc-text-ads ✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates ✓ http://www.yourwebsite.com/your-top-keywords https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

45/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates ✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates ✓ http://kickpoint.ca/author/ditomaso/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ https://www.campaignmonitor.com/blog/email-marketing/2014/09/subject-line-formulas/ ✓ http://blog.wishpond.com/post/66975492343/10-sure-fire-subject-line-formulas-for-your-email ✓ https://www.campaignmonitor.com/blog/email-marketing/2014/09/subject-line-formulas/ ✓ http://marketerlife.com/author/orangej568/ ✓ http://www.pardot.com/faqs/emails/drip-program-template-for-industry-specific-marketingcampaign/ ✓ http://www.pardot.com/faqs/emails/drip-programs-competitors/ ✓ http://www.pardot.com/faqs/emails/drip-program-campaign-re-engagement/ ✓ http://www.pardot.com/faqs/emails/drip-program-template-for-sales-nurturing-track/ ✓ http://www.pardot.com/faqs/emails/drip-program-template-for-event-follow-up-campaign/ ✓ http://www.pardot.com/faqs/emails/drip-program-upsells/ ✓ http://bombbomb.com/blog/drip-email-nurture-prospect-customer/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://blog.wishpond.com/post/110249650561/5-drip-email-templates-that-work ✓ http://copyhackers.com/optimize-your-business-online-training/email-drip-campaign/ ✓ https://www.getdrip.com/ ✓ https://www.sendwithus.com/resources/guide ✓ http://www.abn.org.au/blog/writing-testimonials-template/ ✓ http://www.awaionline.com/2006/07/write-a-damn-good-testimonial/ ✓ http://www.business-exchange.co/page/help/how-write-testimonials-testimonials-example/ ✓ http://www.psychotactics.com/testimonials-3-core-elements/ ✓ http://giphy.com/gifs/nostalgia-jurassic-park-dennis-YBDeSbtemDRRK ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://www.wordstream.com/blog/ws/2014/10/09/call-to-action ✓ http://blog.loginradius.com/2015/05/cta-button-site/ ✓ https://copyhackers.com/2012/06/radically-rethink-your-ctas/ ✓ http://www.mrfire.com/articles/0013.html ✓ https://blog.bufferapp.com/copywriting-formulas ✓ https://www.groovehq.com/ticketing ✓ https://blog.bufferapp.com/copywriting-formulas ✓ http://copywritinginaction.com.au/from-bullet-point-to-fascination/ ✓ http://torgronsund.com/2011/11/29/7-proven-templates-for-creating-value-propositions-thatwork/ ✓ http://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050/ ✓ http://blog.crazyegg.com/2011/12/26/proven-headline-formulas/ ✓ https://copyhackers.com/2012/09/headline-formulas-and-the-science-of-high-convertingcopywriting/ ✓ http://blog.crazyegg.com/2011/12/26/proven-headline-formulas/ ✓ http://larslofgren.com/copywriting/the-35-headline-formulas-of-john-caples ✓ http://unbounce.com/landing-pages/5-headline-formulas/ ✓ http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ ✓ http://techcrunch.com/2015/08/31/tep-is-an-adorable-fitness-tracking-app-that-works-like-atamagotchi/ ✓ https://blog.kissmetrics.com/ultimate-home-page-headline/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://thejimedwardsmethod.com/the-great-video-sales-letter-script-formula/ ✓ https://secure.digitalmarketer.com/vslf/index.php ✓ http://rayedwards.com/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://www.digitalmarketer.com/how-to-write-sales-copy/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://www.marketingprofs.com/2/frey2.asp ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ https://blog.bufferapp.com/copywriting-formulas ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ https://www.groupon.com/deals/gg-ca-glow-in-the-dark-lightsuit-for-kids-and-adults-1 ✓ https://blogs.oracle.com/marketingcloud/7-copywriting-formulas-to-support-online-sales ✓ http://michelfortin.com/want-better-copy-go-on-a-quest/ ✓ https://copyhackers.com/2011/11/reduce-bounce-and-improve-engagement-with-an-ideal-forstatement/ ✓ https://www.getdrip.com/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://wintergardenyoga.com/about/ ✓ http://academy.rayedwards.com/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ https://www.youtube.com/watch?v=eCyw3prIWhc ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://www.iwillteachyoutoberich.com/insiders-kit/80-20-guide/ ✓ http://www.enchantingmarketing.com/copywriting-formulas/ ✓ http://www.smashingmagazine.com/2011/10/introducing-6-1-model-for-effective-copywriting/ ✓ http://www.infomarketingblog.com/swipe-drive-closeout/ ✓ https://books.google.ca/books?id=3r2IAAAAQBAJ&pg=PA82 ✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/ ✓ http://en.wikipedia.org/wiki/AIDA_(marketing) ✓ http://www.enchantingmarketing.com/copywriting-formulas/ ✓ https://blog.bufferapp.com/copywriting-formulas ✓ http://www.apple.com/ca/imac/ ✓ https://moz.com/products/pro ✓ https://copyhackers.com/the-copy-link ✓ https://copyhackers.com/2014/04/website-persuasion/ https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

46/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

✓ https://unbounce.com/landing-page-copywriting/get-emotional-in-your-marketing-copy/

Even More Resources (List of Links) Source: https://optinmonster.com/proven-copywriting-templates-formulas-ultimate-list/ by Sharon Hurley Hall

RESOURCE: Headline Copywriting Templates Let’s start at the top, with the copy that determines whether people will keep reading, or click away. If you want to write better headlines, these templates will jumpstart the process. 1. Copywriting Headlines That Sell – This is an excellent resource from Neville Medhora’s Kopywriting Kourse. In addition to headline copywriting templates and formulas, it includes guidance on how headlines work, and where to get more inspiration. 2. 9 Proven Headline Formulas That Sell Like Crazy – For many people, Copyblogger’s a go-to resource for copywriting advice. Direct response copywriter Dean Rieck reveals winning headline copywriting formulas, and explains why they work. 3. 10 Sure-Fire Headline Formulas That Work – Copyblogger is a known authority on writing headlines. If you want to try some different headline templates, check out this guide. 4. 5 Headline Templates to Make More Sales Today – Ray Edwards describes 5 headline copywriting formulas that are proven to be effective. The article includes a couple of examples of each. 5. 102 Headline Formulas – On Blogging Well offers a copywriting formulas PDF created by Chris Garrett. These formulas are subdivided into 6 categories for easy reference. 6. Steve Fabian’s copywriting swipe file – This incredible swipe file is still available thanks to the Internet Archive. It provides 51 copywriting formulas, with a filled in example for each. 7. 58+ Headline Formulas – Blog Marketing Academy’s list of formulas is subdivided into headlines for tutorials, list posts, and other types of copy. The article also includes guidance on using emotional words in headline copywriting. 8. Smart Blogger’s 52 Headline Hacks – You’ll need to hand over your email address to grab this list of headline hacks, but it’s worth it.  With this ebook, you don’t just get the hacks; you also get guidance on how to use the formulas. 9. 7 Proven Headline Formulas That Convert (And why they work) – In this expert guide, Russ Henneberry gives headline examples, unpicks the copywriting formulas being used, and shows how those formulas can be used to create new headlines. 10. 7 More Sure-Fire Headline Templates That Work – As always, Copyblogger’s headline copywriting formulas stay away from the typical list post and how-to examples. 11. Writing Home Page Headlines For The Modern World (3 Formulas That Work) – Peep Laja of ConversionXL shares 3 formulas with examples, and also explains how to eliminate bad headlines. 12. A Collection of the Most Powerful Million Dollar Headlines – Though the layout makes it hard to read, Jason Hart’s guide is full of good advice on everything from power words to testing headlines, so it’s worth the effort. 13. Peter Sandeen’s 101 Headline Formulas – If you want to get this copywriting swipe file PDF from Peter Sandeen, you’ll need to opt in. In this swipe file, you’ll learn why each formula works so you can apply it in your own headline writing. 14. 41 Classic Copywriting Headline Templates – Inspired by the greats, Amy Harrison’s headline copywriting formulas tell you how to fill in the blanks so you can use them to get results in your own business.

RESOURCE: Email Subject Line Templates For marketers, email subject lines are just as important as headlines for other content. The purpose is the same: to get recipients to open emails and read more. This section contains email marketing swipe file examples you can use to nail those subject lines. 15. 164 Best Email Subject Lines to Boost Your Email Open Rates – This is a handy resource available from our own blog. We also cover the psychological reasons why certain subject lines work and give plenty of examples you can use for inspiration. 16. DigitalMarketer’s 101 Best Email Subject Lines of 2016 – This is a great source of high converting email swipes. Since they sent more than 100 million emails in 2016, they know what works. The post also includes their best subject lines from 2013-2015, with email swipe file PDF downloads available for each year. 17. 29 Sales Email Subject Lines That Get Prospects to Open, Read, and Respond – Writing sales emails? Then check out this list from Hubspot. They also explain when and how to use each email subject line. 18. 37 Copy-And-Paste Email Subject Lines For Churches – In this swipe file, the examples are geared towards churches, but we reckon anyone can use them. It gives you the stats on certain subject lines, and gives examples you can copy for your own use. 19. GrowthLab’s Email Copywriting Guide – This guide includes a chapter on email subject lines, with templates you can copy and stats on how they worked.

RESOURCE: Email Marketing Copywriting Templates https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

47/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

If you want to write better emails, it’s essential to nail the body copy. In this section, we look at a few resources to help you do that. 20. 4 Bombproof Formulas for Openings That Grab Readers and Don’t Let Go – Smart Blogger’s list is intended for bloggers, but it works for email marketing, too. This guide walks you through how to grab readers’ attention after they read your headline or open your email. 21. Digital Marketer’s Best Email Body Copy – There are some great email swipe examples to adapt in this roundup. The Digital Marketer team share what’s worked for them so you can use it as a starting point to create your own email copywriting templates. 22. What to Write in Your Emails – The course outlines the emails you need, and includes 45 email copywriting templates you can fill in. 23. 3 Tested Email Marketing Templates You Can Use Right Now – Copyblogger delivers three fill in the blank email copywriting templates that combine persuasive content with compelling sales pitches. 24. Michele Pariza Wacek’s Copywriting Email Templates – Though they require an email opt-in, you can use these ready-to-send emails to boost your sales. These are proven to work for product launches, improving registrations, and more. 25. Unfunnel’s Best Email Marketing Campaigns Of 2017 – Unfunnel offers subject lines and body copy for their best performing email marketing campaigns of the past year. They analyze why they worked, which will help you to adapt them for your own use. 26. Super Office’s Email Swipe File – You don’t just get examples here; you also get an implementation guide. That makes it easy for you to apply these email copywriting formulas and templates in your own campaigns.

Call to Action Copywriting Templates The call to action is an essential element of successful, high-converting copywriting. In this section, we showcase some call to action copywriting formulas you can use to inspire your audience and customers to subscribe, sign up, or buy. 27. 14 Real-Life Examples of CTA Copy YOU Should Copy – Hubspot explains exactly why these examples work and which features you should emulate. 28. 21 Call to Action Examples – Kathryn Aragon of Crazy Egg tells us what works, and what doesn’t, with calls to action. She provides some rules for writing them, along with call to action examples. 29. Hubspot’s Calls to Action Templates – There are dozens of templates here, covering everything from email marketing to eCommerce. Click on the ones that interest you, then opt in to get them. 30. How To Write A Call To Action In A Template With 6 Examples – CoSchedule highlights the science of writing effective calls to action, and gives examples you can copy in your marketing.

RESOURCE: Product Description Copywriting Templates Product descriptions help buyers imagine using your products so they want to buy them. That’s why they’re such a crucial element of product pages. Here are a few copywriting templates to help you write better product descriptions. 31. How To Write Product Descriptions To Grow Sales – This resource by BigCommerce includes a simple copywriting formula for effective product descriptions, and gives examples of how to build on that to make your descriptions work even better. 32. A Copywriter’s Template for Excellent Product Page Descriptions – Econsultancy’s copywriting template for product descriptions is a little different, functioning more like a recipe or step-by-step guide. It consists of 17 questions you have to answer to make your product descriptions work. 33. Product Descriptions that Sell: Template & Sample – Made Urban provides fill in the blank product description examples, and walks you through the process of creating one. There’s also a final example at the end that you can compare to your own finished product. 34. Marketing Labs Product Description Templates – You’ll have to opt in to get this free product description template. This copywriting template includes guidance on SEO and how to focus your description.

RESOURCE: Social Media Copywriting Templates Social media can be a great way to grow your email list. Get some inspiration with our list of social media copywriting formulas and templates. 35. 30+ Ultimate Headline Formulas for Tweets, Posts, Articles, and Emails– What’s the best way to write a tweet? Buffer has you covered with this free resource. It includes the ultimate headline formula and lots of examples you can swipe. 36. The Best Social Media Copywriting Guide to Be a Social Word Ninja – CoSchedule showcases 55 social media copywriting templates you can use today, covering Facebook, Twitter, and other social networks. This article also includes guidance on hashtags and character counts. 37. 71 Ways to Write a Social Media Update – Buffer’s guide includes copywriting examples you can use for each social media network.

RESOURCE: Welcome Email Templates https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

48/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

Welcome emails are some of the most important emails you’ll ever send. They have a high open rate, and set subscribers’ expectations about what you’ll deliver. Here are some copywriting templates you can use to create appealing welcome emails. 38. How to Write the Perfect Welcome Email for New Subscribers – On the OptinMonster blog, we walks you through the process of creating a great welcome email, including several useful examples. 39. Email Template for Welcoming New Subscribers – CyberImpact provides a short, simple welcome email template you can fill in yourself. 40. How to Write An Effective Welcome Email – Shopify outlines the welcome email copywriting process, and gets your email swipe file started with 13 examples and 3 templates. 41. The Perfect Welcome Email Template – According to DigitalMarketer, the perfect welcome email has 5 parts. This article describes them, showing how the company uses this process in its own marketing. There’s also a downloadable template for you to use. 42. 6 Welcome Email Templates that Do More than Welcome – Wishpond outlines 6 welcome email templates and shows how and why they work, so you can choose the best one for your purposes. 43. Optimize Your Welcome Emails With These 5 Templates – Customer.io describes 5 types of welcome emails, and works through each of them. The article includes Google Doc templates you can use as starting points for your own emails.

RESOURCE: Cold Email Templates Sometimes you have to send an email to people who know nothing about you. That’s called a cold email, and it still has to be crafted so you get the results you want. Here are some examples of how to do that. 44. The Best Cold Email Template To Crush Replies – YesWare gives 7 examples of cold emails that get replies. Each example includes annotations, and a fill in the blank template you can copy. 45. 5 Cold Email Templates That Turn Your Contacts Warm As Toast – BananaTag provides 5 email copywriting templates that you can fill in yourself, along with general tips on writing cold emails. 46. 5 Cold Email Templates – The Close.io blog describes 5 cold email copywriting templates you can use to get warm leads. They also share some high converting copywriting formulas for cold email subject lines. 47. 5 Steps to Write a Cold Email That Converts New Clients – Ryan Robinson has three cold email templates used for getting clients, and describes how to use them and follow up. The email copywriting templates are also available as a free download. 48. Cold Email Template Issues – Leadfuze has collected 5 cold email examples to use in different circumstances, such as following up after a voicemail. Since the article explains why they work, you’ll be able to apply these tactics to your own emails. 49. “Magic” Email Template – John Corcoran has a 72-word magic email template, available after you opt in. There are also other email copywriting formulas available on the site. 50. 4 B2B Sales Principles Applied To Cold Email Templates – Right Hello applies the values of respect, cheerfulness, transparency, and helpfulness to writing cold emails, and shows how these would work in a B2B setting. 51. 26 Cold Email Examples Broken Down To Help You Write Your Own – Criminally Prolific’s Dmitry Dragilev shares the impressive results he’s achieved with cold emails. He also provides templates with filled in examples, and explains how and why they work. 52. 5 Cold Email Templates Sumo.com Used to Grow to $5 Million – Sumo shares 5 cold email templates for business development, follow-ups, referrals and more.

RESOURCE: Sales Email Templates As a marketer, your ultimate goal is to boost sales. Here are some copywriting templates for sales emails to help you do that. Be warned, Hubspot’s templates feature heavily in this section. 53. 28 Sales Prospecting Email Templates Guaranteed to Start a Relationship – If you’re prospecting for sales, Hubspot’s list of 28 copy and paste email copywriting templates will get your strategy off to a good start. 54. The Ultimate Guide to Sales Email – Yesware’s sales email templates are collected inside an ebook. You’ll need to opt in to download the tips on subject lines and body copy, based on data from more than half a million emails. 55. 12 CRM-Ready Sales Email Tempaltes – Hubspot’s got more sales email copywriting templates, this time focused on customer relationship management (CRM). 56. 4 Sales Email Templates That Drive Conversions – SharpSpring analyzes these templates to figure out why they work. The article includes examples you can copy. 57. 9 Sales Email Templates to Inspire Urgency in Your Prospects – As we know, using urgency is a great way to improve your conversion rate. Hubspot’s got more email copywriting templates that use this tactic. 58. 12 Free Sales Email Templates Proven to Increase Response Rates – SuperOffice offers sales email subject lines and templates, along with guidance on using email to increase productivity. You’ll have to opt in to get them, though. 59. 10 Sales Email Templates With 60% or Higher Open Rates – This collection of email swipe files from Hubspot is different. All the emails have open rates of 60% or higher, so you’ll definitely want to emulate them. 60. Five Sales Email Templates to Get You Started – The Pipedrive blog includes 5 email sales templates, along with guidance on using them effectively. 61. 101 Sales Email Templates You Can Use to Close More Deals – And finally in this section, Attach.io has a list of 101 sales email templates and examples you can use to win new business. https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

49/50

1/9/2020

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…

RESOURCE: Other Copywriting Formulas and Swipe Files This collection of copywriting templates and email swipe files doesn’t fit neatly into the categories above, but there are still some gems you can use to improve your marketing. Enjoy! 62. Swiped.co Swipe File Archive – This site is a community where marketers, copywriters and business owners can share inspiration. You can sort information by niche and by type of copywriting. 63. Ray Edwards’ Copywriting Cheatsheets – This site has 6 copywriting infographics and other guides on offer when you opt in. 64. The Ultimate Guide to No-Pain Copywriting – Copyhackers has a huge copywriting guide that includes copywriting formulas and templates. 65. The Copywriting Checklist – Mixergy has a 12 page PDF with a copywriting checklist and multiple examples. 66. ACCA Fundraising Copywriting Formula – Looking for copywriting formulas for fundraising? On Agency outlines the key formula for fundraising copy, and shows it in action on several sites. 67. Irresistible Invitation Emails for Webinars and Events – If you’re running a webinar, you’ll want to check out this analysis of webinar email invitations. 68. Conquer Website Copywriting Using These 3 Templates – Brolik provides three website copywriting templates you can use for your web copy, plus a Google Doc you can use to create your own copy. 69. SwipeFile.io – It’s definitely worth checking out Neville Medhora’s personal copywriting swipe file, including examples for headlines, print ads, about pages, pricing pages, direct mail, and much more.

For More Resources Hop On Over to http://2xn.co to Learn How to Make Money With These Strategies

https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN…

50/50