7 Powerful Copywriting Formulas

Here are 7 copywriting formulas that can help you write stronger copy:

1 – AIDA.

Stands for Attention...Interest...Desire...and Action.

First you get the prospect’s attention. Then you generate interest in the product and a desire to own the product. Then you ask for action, typically an order.

2 – The 4 C’s.

Good copy is clear...compelling...concise...and credible.

3 – The 4 U’s.

A strong headline is ultra-specific...useful (promises a benefit)...unique...and urgent.

4 – The 4-legged stool.

A strong promotion has 4 “legs” to stand on. These are credibility...promise of a benefit...a big idea (a unique feature or method that delivers the benefit)...and the product’s track record (how well it has performed for customers).

5 – PPPP.

Picture...promise...prove...push.

First create a desirable picture of the copy in the prospect’s mind. Then promise and prove the product will do what the message says. Finally push the reader to take action.

6 – FAB.

Stands for features...advantages...benefits.

Copy should have a mix of all of the above. A feature is what the product is or has. An advantage is a feature the product has that others do not. A benefit is what the feature will do for the prospect.

7 – SELWAB.

Start every letter with a benefit.