Best 3 Copywriting Formulas That Work.
When you and I sit down to write content, write a review, or want to market a product or service it is important to be clear to understand the “WHY” we’re doing it.
Your intention for writing content is to evoke emotion which in turn may lead to sales.
Because today people have more things fighting for their attention, our content needs to create a sense of urgency and curiosity that will stop people in their tracks … get them to pay attention … and take the next step … you guessed it … click on our link.
Your intention for writing content is to connect with your audience or niche market.
You will make more money and your clients will be happier if you better understand the people in your niche market
Remember that people will buy your product, service, or software if they understand its benefits and as the content writer, it is our goal to communicate why they need what you have.
Your intention for writing content is to address the problem they face in order to solve it.
Remember you can become a good communicator … you just need to practice.
So, having said that!
I am convinced that you want the person reading, viewing, or listening to your content to take a particular action… like click on your link … make an inquiry for more info … or buy your product?
Jim Davis the Copywriting guru explains, “Copywriting is writing that is intended to persuade the right reader, viewer, or listener to take a specific action”.
Below you will find the 3 Best Copywriting Formulas That Work.
Have a read through … implement … and see your content engagement grow!
1. FORMULA #1:
This first formula works well with cold traffic.
SINGLE OUT … SHAKE-UP … SOLVE …
Your intention for writing this content is to identify the issue they are dealing with, tease out the issue and present your product or service as the solution.
Let’s use an example of an …
Untrained Dog.
SINGLE OUT the problem they face.
“Have you had to deal with a dog whilst walking that seems to bark at anything that moves, or worse appearing as though it is about to bite anyone that comes close to you? …”.
SHAKE-UP the problem they face.
“It is vital to properly train your dog, otherwise you may be sued, your dog may maim a child, and you may be burdened with guilt and a large financial penalty for the rest of your life. No matter how sweet, cuddly, and friendly your dog is, if you don't properly train it, you may be financially crippled for the rest of your life...”.
SOLVE the problem they face by introducing the client to your product or service.
“Finally, there’s a way to teach your dog everything from potty training to trick learning and to become a considerate, loving, happy, healthy member of the family. If this is for you, just click on the link and you can see if the 10 Ways You Can Teach Your Dog In Ten Days Course can help you train your dog, teach him some cool tricks, or just have a lot of fun with him…”.
So, It doesn’t matter whether you want to lead people to a website from an email, a social media post, or a Facebook Live event. we …
- SINGLE OUT the problem they face.
- SHAKE-UP the problem they face.
- SOLVE the problem they face by introducing the client to your product or service.
Let’s look at another example…
Couples Counseling.
SINGLE OUT the problem they face.
“Are you and your partner not communicating as much as you used to, do things seem a little bit strange right now? …”
SHAKE-UP the problem they face.
“Maybe you're sticking together only for the children or to pay the mortgage. Here's the reality you're facing. If you don't reconnect now, you will most certainly wind up separating or worse and end up divorced and lose everything that together you have worked for. Or if you don't reconnect, you may live a miserable day-to-day life, not with a spouse, not with your closest friend, but with a roommate… “.
SOLVE the problem they face by introducing the client to your product or service.
“Well, we have a solution. The Marriage Enrichment Guide will help you reconnect, maintain open communication, and learn to appreciate each other again. It’s timeless principles and suggestions will help you rekindle the fire that brought you together in the first place. You'll be a team that takes on the world together. Return to how you felt about each other before things got out of control…”.
2. FORMULA #2:
This second formula works best for hot and warm traffic.
BENEFIT … BENEFIT … BENEFIT …
Your intention for writing this content is to discuss how the client will benefit from engaging your service or product and then you present the action you want them to take.
This strategy is used when you’re focusing on a specific desire rather than a problem the customer is facing.
Let's consider the example of the …
Untrained Dog.
BENEFIT 1.
“Instead of an aggression unruly dog that everyone is afraid of, you can have a well-trained dog that can do some cool tricks as well…”.
BENEFIT 2.
“Our course, 10 Tricks You Can Teach Your Dog In Ten Days will help you train your dog, teach him some amazing tricks, and bond with him while also having lots of fun spending time with him …”.
BENEFIT 3.
“Get started now and see why this course will be the best investment you will ever make for you and you dog …”
Let’s look at another example…
Couples Counselling.
BENEFIT 1.
“Are you wanting to reignite the fire with your spouse, reconnect with your best friend in the world, or reconnect with the feeling you had when you first met? …”.
BENEFIT 2.
“Check out our Marriage Enrichment Guide, Secrets To An Amazing Relationship …”.
BENEFIT 3.
“Here’s why this course is for you …”.
(Here we state all the benefits our course has to offer).
3. FORMULA #3:
This formula can work with all traffic temperatures.
BEFORE … AFTER … CROSS OVER …
Your intention for writing this content involves creating a picture of what their life would be like if the negative aspects were no longer a factor.
For most people there is typically, a problem, a question, a roadblock, or something standing in their way that makes them unhappy.
This type of writing is similar to the Miracle Question used in counselling which has the client answer a question like this one. “If by some magic a miracle occurs tonight as you sleep, and when you wake up all your concerns are gone, what, can you imagine now, will your day be like?”
This form of writing may also be termed ‘Neuro Linguistic Programming’ which is the study of how language gets people to take action.
This approach has us describe the problem scenario which they've been unable to solve, next we address their question, or remove their barrier that has them experiencing dissatisfaction and then connect our product to this feeling of relief.
We start with the …
BEFORE.
We talk about the way things are now. Typically, you will mention the problem, a question that needs answering or, an obstacle that is making them unhappy.
Next, we introduce the …
AFTER.
We describe a life where the obstacle has been removedfrom their situation, their business, or relationship.
By removing the roadblock, they’ve gone from feeling unhappy or sad to happy and seeing new possible outcomes. Our product or service is now attached to this feeling and steers them towards a possible new positive future.
CROSS OVER.
The cross over is described in order to help the client get from where they currently are to where they want to be.
Again, the example of the …
Untrained Dog.
BEFORE.
“Your dog is not paying attention, and you fear that he will run down the street, get into traffic, and get hurt. You are also concerned that he may fight with another dog or bite a child, which might result in serious legal issues …, “.
AFTER.
“What would life be like if your dog listened to you? Not out of fear but because he loves you, your dog walks with you down the street without a leash. Your dog performs all sorts of fun tricks, and you enjoy spending time with him…”.
“You are not concerned about your dog's aggression or other negative behavior towards other people, and you are extremely pleased with each other and have a wonderful connection.” What would life be like if your dog listened to you, …?”.
CROSS OVER.
“Well, I have good news for you. Our course, 10 Tricks You Can Teach Your Dog In Ten Days will help you on your new journey, our course will help you …”.
(Here we state all the benefits our course has to offer).
Let’s look at the same example…
Couples Therapy.
BEFORE.
“Here’s the way things probably are right now. They’re not too good; they’re not too bad. They just are. You and your spouse pass each other in the hallway, you kind of talk, hug if others are watching, and occasionally become intimate maybe out of a sense of duty…”.
“But overall, things aren’t great, and you may be wondering why you are still together...”.
AFTER.
“If there was a way that you can again experience the same emotions when you first met, courted, and dated your spouse, how would your life be different …?”.
“You would feel the same excitement when you returned home from work each night, you would look forward to spending time with each other on the weekend and doing things together, and it would be the most significant time of your life…”.
“You would be unable to wait to experience the ‘magic’ again day after day ...”.
CROSS OVER.
“You can have that and much more again … It is possible to turn your fantasy into reality …”.
“Take some time and see our #1 recommendation ‘Marriage Enrichment Guide, Secrets To An Amazing Relationship’, for reigniting your passion for each other again …”.
(Here we state all the benefits our course has to offer).
Conclusion:SINGLE OUT … SHAKE-UP … SOLVE …
BENEFIT … BENEFIT … BENEFIT …
BEFORE … AFTER … CROSS OVER …
These three formulas can be applied to any kind of traffic from tweets, blog posts., social media updates or email teasers.
Use them wherever or whenever you start the sales process and take people through a mental process that sets them up to buy.
Recent Comments
3
Very interesting Jacob, thanks for the share my friend!
Hi Jessie, this outline has been a great help to me when I plan my content.
I bet that is has my friend!