Formulas - Frameworks Copywriting Formula AAPPA Attention Advantage Prove Persuade Action A formula for long-form sales pages or videos. It's based on the 5 fundamentals in the writing of a good advertisement from Victor O. Schwab's book How to Write a Good Advertisement: A Short Course in Copywriting. Attention. Get your prospect's attention with your headline
Formulas - Frameworks 4Cs Copywriting Formula Clear Concise Compelling Credible Formula created by Bob Bly Clear. Write small words, short sentences, and paragraphs. Clarity also comes from clear thinking, understanding what you are talking about and knowing your audience. Concise. Concise does not mean short copy. It means using the fewest possible words to tell the
Formulas - Frameworks 5Ps Copywriting Formula Premise Promise Picture Proof Push The 5Ps formula from Copyblogger adds one more P to the original 4Ps formula. Premise. It’s the emotional concept that attracts attention and keeps the reader engage from start (the headline) to finish (CTA). It connects your copy with your reader´s worldview. Great
Formulas - Frameworks Copywriting Formula ACCA Awareness Comprehension Conviction Action This formula is commonly used by nonprofit organizations. Awareness. First, you raise awareness about a problem. Usually a shocking statement will grab attention and lead people to the next step, comprehension. Comprehension. Explain with more detail the problem and provide the facts. Conviction. Your prospect is
Formulas - Frameworks Copywriting Formula AIDPPC Attention Interest Description Persuasion Proof Close It is an extended version of the AIDA formula. Ideal for sales letters. The formula is from Robert Collier and outlies what he thought was a good sales sequence. Attention and Interest work as in the AIDA formula. Desire here has these three elements:
Formulas - Frameworks SLAP Copywriting Formula Stop Look Act Purchase This copywriting formula is ideal for shorter pages that sell low-cost items or digital products. It is used to make the prospect buy quickly. Stop the prospect. Look. Make them look. It should be compelling enough for them to want to look at or read the
Formulas - Frameworks 4Ps Copywriting Formula Picture Promise Prove Push Picture. Use your words to create a scene that your prospects can easily put themselves in. It can highlight the pain your product will solve or help visualize the perfect future your prospect wants to be a part of. Promise. State how your solution will put
Formulas - Frameworks PAS Copywriting Formula Problem Agitation Solution This formula is great for pain aware prospects. It works so well because people want to avoid pain at all costs. You start by describing the problem. You name the pain and make it tangible. Then you agitate that problem by highlighting the emotions that go with
Formulas - Frameworks AIDA Copywriting Formula Attention Interest Desire Action A classic copywriting formula attributed to Elias St. Elmo Lewis, American advertiser, and developed around 1898. It is commonly used in marketing, sales, and public relationships. Attention. Grab the reader’s attention with your headline (subject line, in case you are writing an email) or with
Foundations Levels of Market Sophistication Before writing your copy, you need to identify how sophisticated your market is. In other words, how much your One Reader knows about what you are selling. How many times have they seen similar offers or tried similar products? * High sophistication. Your target market has been exposed to many products
Foundations Four Decision-Making Modalities There are four decision-making modalities. Your One Reader is one or more of them. Your copy should solve for all four decision makers. Spontaneous * They are emotional and fast-moving. * Not invested in reading beyond the hero section. * They are attracted to icons and images. * They are “tool dominant”. They use
Foundations The Rule of One – Conversion Copywriting Fundamental The Rule of One is about focus. Focus on one thing – one goal, one reader, one offer, one value proposition, one call to action.The moment you put too many ideas in your copy, the strength of your message dilutes, clarity gets lost, and your reader stops reading. Before writing
Foundations 7 Maxims For Successful Converting Copy 1. Copywriting is your online salesperson. 2. You are selling your prospects a better version of themselves. 3. Join the conversation already happening in your prospect head. 4. It’s always about them. Even when talking about you, your product, or your brand. 5. People do read. They don’t
Foundations 8 Factors that Influence Intent (or the Willingness to Take Action) 1. Severity of the pain your prospect feels. 2. Believe in solvability of the pain. 3. Access to solution. 4. Understanding of the solution available. 5. Price of the solutions available. 6. Other parts of their life that need to change to acquire the solution. 7. Number of people depending
Editing Edit Your Copy for Voice and Tone Pre-Work You Need to Do: 1) Voice Voice describes your company’s brand personality and values. It is consistent and doesn’t change unless your company changes over time. “How does your brand sound?” Choose 2–3 words to describe it. If you need help finding out, answer the following
Editing Edit Your Copy for Believability Read each section of your copy putting yourself in your customer’s shoes. At the end of each section, ask yourself “so what?”. If I’m the customer, why does this section or sentence matter to me? What is in it for me? If, as your One Reader, a sentence
Editing Edit Your Copy for Zero Risk Edit your copy to reduce the perceived risk. What is the main risk preventing your One Reader from moving forward? Start by measuring risk for the prospect on a scale of 1 to 10, 10 being incredible risk. Then, assess your copy against what you know your One Reader worries
Editing Edit Your Copy for Heightened Emotion There is an emotional reason behind every purchase. It is crucial to understand the emotional drivers, the reasons why people buy from you. Your copy should trigger specific emotions in your prospects. When you are editing, make sure those emotions are in your copy. Ask yourself, “Is your copy about
Editing Edit Your Copy for Specificity Is your copy specific enough? General statements tend to be less credible, so read your copy and make it more specific. Some tips: * Focus your copy on one topic. You can’t be specific if you are talking about several topics. * Help the reader visualize how the product would work
Editing Edit Your Copy for Clarity You want to make sure your messages are clear and that people know what to take away from the page they are reading. Always start with your One Reader “My one reader is _____________ who wants to ___________. They came here expecting ___________. I want them to believe ____________ so they take action.” Before
Editing Edit Your Copy for Messaging 1. Make sure your copy includes all the critical messages. Did you miss a relevant benefit or feature? Tie features to benefits or outcomes. 2. Go over your sales objections list. Make sure your copy is answering every objection. At least the ones you have discovered during the research phase.
Editing Edit Your Copy for Scanners Elements that enhance scanning include headings, large type, bold text, highlighted text, bulleted lists, graphics, captions, and topic sentences. 1. Make it visually clear which element is the headline, which one is the subheadline, and those that are subheads. 2. Subheads break up your content, making it easy to digest.
Editing Edit Your Copy for Grammar and Spelling 1. Typos. Running a spell check is not enough. Read your copy aloud. Make someone else read it aloud. Read it backward. You may think that reading your copy backward is a weird thing to do. But it works. Don’t worry, you are reading the words frontward. Start with
Writing How to Present Your Copy Like a Pro and Save Time and Money You’ve finished your copy. Now, try to imagine how it’ll look like when it’s live on a landing page. Hard, right? It gets harder. Your client and designer have to imagine the same exact thing. The odds of that happening? Not good (be prepared for endless feedback
Writing 6 Tips to Avoid Messing Up Your Copy When Designing Your Landing Page Copy should dictate design. Design should support copy. Let’s see how. 1. Visual Hierarchy With visual hierarchy, you convey information in the most relevant order to the user. You direct viewers to the most important information first and then to the secondary content. The factors that affect hierarchy are:
