Copywriting formulas give you the tools you need to write persuasive sales copy. Professional copywriters have been using these strategic formulas, scripts and templates for many years.
Do you often catch yourself staring at a blank screen, stuck on where to start? Or have you ever been so overwhelmed with ideas, you can’t seem to turn them into words?
The truth is, some of the best copywriters out there don’t actually write their copy from scratch. You should be using copywriting formulas whenever you write a piece of sales copy. Why wouldn’t you want to use resources and templates that can save you time by telling you exactly what to do and how to do it?
What are Copywriting Formulas?
You don’t have to reinvent the wheel with every piece of sales copy. Instead, you can resort to copywriting formulas to help get the job done faster and with better results.
In 1898, Elias Lewis invented the concept of AIDA model. The model has four components:
Copywriters have found great success by applying this formula to their work. While this is a good starting point, this model only touches the surface of the market.
Did you notice how each step of AIDA focuses on the customer’s mind? This often leads to copywriters creating self-centered sales copy.
In today’s market, you need to write sales copy that doesn’t only focus on conversion rates. You need to build a relationship with your customers. One that makes them feel comfortable with their purchase, and encourages them to do business with you again.
In this article, we will cover a seven step formula for you to use to write faster and get higher conversion rates. Within each step has built in copywriting formulas for you to apply right now.
1. Establish Context With the Reader
The first thing you need to do in any piece of sales copy is to establish context with the reader. You should be able to answer the reader’s implicit question of, Who are you, and why are you talking to me?
In today’s saturated market, brands cannot afford to use generic copywriting formulas. If they do, how can they expect to stand out from their competition?
Instead, they are shifting their focus towards building personal relationships with their customers.
Imagine you are writing an email for a business that sells men’s athletic sportswear. The manager tells you that the email is being sent to everyone that’s subscribed to their email list. How do you plan to establish context?
You could use the first few sentences to explain why the recipient of the email is familiar with the brand. This tells the reader that they are being contacted by someone they know.
In a matter of seconds, the business is now a credible sender and the recipient clicks on the email and reads it. Do you see how using the right copywriting formulas can be so powerful?
There are a variety of different ways to establish context in your sales copy:
- Landing Pages: Why is the offer valuable to the user?
- Chatbots: What is the user looking to learn from the chatbot?
- Paid Ads: Why is the advertisement relevant to the user?
Context is the reason why your audience is being exposed to your work. Before you start writing any sales copy, ask yourself these simple questions. This will ensure you build a healthy relationship with your readers early on.
2. Grab the Reader’s Attention
If you want to set yourself apart from your competition, you need to present your work in a compelling way. Humans often have very short attention spans.
No wonder it feels so difficult to grab your reader’s attention. If you’re struggling to do this, below are five copywriting formulas for you to use:
Tell a Story
Readers love a good story, especially one that is well-written and memorable. The key here is to make sure the story connects to your content. This will help you to build an emotional connection with your reader.
Use a Statistic
A statistic is an easy way to hook your reader because it gives them information about a specific topic. You can impress them by presenting a statistic that they are unfamiliar with.
Ask a Question
An interesting question gets the reader thinking about the topic of your sales copy. If they don’t have an answer, they’ll have no choice but to read the rest of it.
Use a Quote
A quotation can take many different forms. It can be from a famous person or an influencer in your industry. You can use it to connect their words to what you are writing about.
Make a Bold Statement
It doesn’t matter if your reader agrees or disagrees with any bold statements you make. What matters is that they will want to see how you support your argument and continue reading.
You’ve got seconds to grab your audience’s attention and only minutes to keep it” – John Medina
Which one of the copywriting formulas above grabbed your attention first? Take it and use it in your next piece of sales copy, the results will blow you away.
3. Stress the Reader’s Pain Points
How many times have you clicked on an email that sounded interesting, only for it to be a disappointment? It’s a common problem in the marketing space, and it isn’t always because your writing is bad.
Once you’ve grabbed your audience’s attention, you now have a very small time frame to reel them in. Use this time to stress the problems, feelings, and symptoms the reader is going through. By doing this, you will inspire them to continue reading your work.
By expressing their problems, symptoms and feelings they are experiencing, you will inspire them to continue reading your work.
According to Sprout Social, 57% of customers will increase their spending with a brand they feel connected to. Furthermore, 76% of customers will buy from that brand over a competitor.
One of the copywriting formulas used to create these emotions is a buyer’s persona. Here are seven questions to ask yourself:
- Who is your average reader?
- What are their values, beliefs, and morals?
- Where do they spend most of their time??
- What are their goals and challenges in life?
- What problems are they looking to solve?
- How do they define failure?
- Do they have the capacity to buy your product or service?
This process may seem time-consuming, but take a moment to think about how beneficial it will be. Would you rather invest the time and write fewer pieces that connect with your audience. Or would you rather write dozens of pieces that have a high chance of failure?
Here, the answer is simple. By showing your reader’s that you understand them, you will gain their trust and earn their business. Using the copywriting formulas above, you will write faster and see great results.
4. Talk About Your Credibility
If your reader doesn’t believe what you have to say, chances are they aren’t going to buy from you.
There are too many people making false claims about themselves in the market. To establish credibility, you need to show that you understand what you’re talking about. After all, if you don’t understand your reader’s situation, how can you help them?
There are a variety of copywriting formulas marketers use to talk about credibility:
Imagine that you’re looking to buy protein powder to take after your workouts. The problem is, you have no idea what protein powder is right for you. Where should you look for information? And even more important, who should you trust?
In this situation, you could look to a personal trainer as a credible resource. They have many years of experience in the fitness industry and can guide you in the right direction.
Bernard Clive said, “Lack of credibility slays your character”.
Every interaction is a new opportunity for you to build credibility. Take advantage of each of them by preparing ahead of time. This will show your audience that you are listening to them.
One of the most challenging things to build is trust. Trust means that your customers view you as being a reliable resource and decision maker. It is the core of all business relationships as it influences your success with others.
Would you risk playing with the reputation of your company? Take a moment to think about how to apply one of the copywriting formulas above to your next piece of sales copy.
5. Present the Solution
It’s important to tell the reader that you have a solution. If you don’t, they will likely stop reading your sales copy.
Why do you think people buy a product or service? Is it because they’re looking to make their life easier? Or is it because they’re looking to find a solution to one of their problems?
While these statements may hold true. It turns out that people don’t buy their way into something, they buy their way out of something.
When you present your solution, here are three copywriting formulas for you to follow:
Have a Strong Guarantee
A strong guarantee helps the reader to feel confident with their decision. It also lets them know that you believe in your product and service. An example of this could be a money back guarantee.
Create an Irresistible Offer
An irresistible offer makes your reader’s feel like they are getting the best value for their dollar. This doesn’t always mean that you need to discount the price of your products or services.
Reduce the Risk Involved
Reducing the risk involved with a decision places the risk back onto you. A simple way to do this is to let the customer try your product of services for free for 30 days. If they are not satisfied, they can refund it at no cost.
According to Harvard Business School, 95% of all purchasing decisions are subconscious.
Each one of these copywriting formulas gives your reader a way to buy their way out of one of their problems. Furthermore, they help ease the stress tied to making a big decision.
It’s difficult for people to remain rational when you present a well-written solution. For this reason, your reader will have no problem picking up their credit card to make a purchase.
6. Call the Reader to Take Action
Every good sales copy ends with a strong call to action. The purpose of it is to tell your readers exactly what they need to do and how to do it.
Humans often fail to take action unless they’re told to.
If you don’t tell your readers to take action, chances are they never will.
A call-to-action can take many different forms:
- Purchase a product or service
- Sign up for a newsletter
- Opt into an email list
- Join a free webinar
- Book a consultation
You want to make the process as simple as possible. If you want them to sign up for a webinar, give them a link in bold print. If you want them to book a phone call, place the number in an obvious spot.
Whatever it may be, it’s important that the call to action is clear and concise. If nobody takes action on your post, you don’t generate any leads, or close any sales. That’s the opposite of the purpose of using a call to action.
A poorly written call to action mitigates all the hard work you put in for your sales copy. How would you feel if someone read your work only to click away right before the conversion?
These copywriting formulas are what differentiate you from the average marketer. But it isn’t enough to only provide a call to action. You must also tell your reader what the consequences are for failing to act.
7. What are the Consequences of Failing to Act?
The final component is to communicate to your reader what will happen if they choose to not take action.
Imagine that you’re on the fence for purchasing a product or service. You’ve weighed the pros and cons and can’t seem to come to a conclusion. What would it take for you to change your mind?
When your customer is in this state, this is a great time to highlight the consequences of not taking action.
Below are three examples of copywriting formulas for you to use:
What if nothing changed?
Talk about how the reader’s life would be the same if they didn’t take action today.
What would that mean for the reader?
If the reader’s life is the same, this means that they will still face the same problems every single day.
Why is this so important?
Use this opportunity to stress the reader’s pain points again. Talk about how they will still experience the same problems over and over again.
The response to these questions may be emotional to the reader. After all, you’re talking about the pain points of their current situation.
With this information, the reader begins to think about all the consequences of not taking action. In a matter of seconds, the problem begins to get much worse. They now have no choice but to reach for their wallet and purchase your product or service.
With the help of the copywriting formulas above, you can elicit these emotions in your reader’s mind.
Put Everything Together Using Instant Scripts
In this article, we covered a seven-step formula for you to use to write faster and get higher conversion rates. Within each step, we went over copywriting formulas for you to apply right now.
You might be thinking to yourself, How am I supposed to remember all these formulas?
That’s why Dan Lok created Instant Scripts.
Backed by Dan Lok’s billion dollar swipe file. Instant scripts is the first software designed to spit out sales copy at your demand. All you have to do is select the types of sales copy you want, fill in a few blanks, and you’re good to go. It’s that simple.
Here is a list of the copywriting formulas Instant Scripts provides you with:
- Sales copy
What would it mean to you if you never had to look at a blank screen again? How would it make you feel knowing that your marketing campaigns will no longer be a let down?
This software has the ability to change your life. For the first time ever, you don’t have to be a professional writer to create compelling content. Instant Scripts does the writing for you.
Do you want to create a viral Facebook post? Or do you want to create an email that generates hundreds of leads? Just fire up instant Scripts and let it do the work for you.
If you’re ready to be amazed by Instant Scripts, click here to purchase the software today.