Find the best copywriting formula.

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A webpage in general

AIDA

Attention – Jar the reader out of their boring ol’ lives Interest – Engage their mind with unusual, counter-intuitive or fresh info Desire – Engage their heart so they want what you’re offering Action – Ask them to take the next step

AIDA and IDCA

VARIATION: 1

Attention Interest Desire Conviction Action

Conviction is intended to help skeptical audiences get over their skepticism Do this using: Testimonials Endorsements Statistics, data points or figures Demoes Guarantees

VARIATION: 2

Interest Desire Conviction Action

To get IDCA, you just drop Attention from the start. Why would you wanna do that? Because sometimes you’ve already got their attention – so you don’t need to start again. You just need to hold their attention, and you can do this by piquing their interest. So when might you use IDCA over AIDCA? When you’re driving from an email or an ad, where you’ve already grabbed the prospect’s attention.

Danny Iny’s 6+1 Formula

1. Consider the context 2. Grab attention 3. Move the reader swiftly to desire a solution to their problem 4. Present the consequence of failing to act, which Iny calls “the gap” 5. Present the solution, telling only as much as is necessary to get to the next step 6. Call the prospect to act

Learn more in: https://www.smashingmagazine.com/

PAS

VARIATION: 1

Problem - Present your solution to the agitated problem Agitation - Poke at that problem until it’s visceral Solution - Present your solution to the agitated problem

VARIATION: 2

Problem Agitation Discredit (other solutions) Solution

CSI

Challenge (the problem) Solution (the solution) Invitation (the CTA)

4 Ps (2 variations)

VARIATION: 1

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 - Engage their heart so they want what you’re offering Push - Nudge the prospect to take action

VARIATION: 2

Problem Promise Proof Proposal

VARIATION: 3

Problem Promise Proof Push

ACCA

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

AAPPA or (PAPA)

VARIATION: 1

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

VARIATION: 2

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

Drip’s really wonderful long-form home page is a great example of PAPA at work: https://www.drip.com/

QUEST

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

Stop the prospect Make them look (i.e., read) Make them act Get the purchase

AIDPPC

Attention Interest Description Persuasion Proof Close

5-Point Copywriting Formula

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

Attention – Biggest benefit, 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 Benefits – 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

Example on a typical home page: Hero section: Attention: Headline Interest: Subhead and paragraph or bullets Credibility: Testimonial and row of client logos Screenshot block A: Proof: Crosshead, paragraph, captioned screenshot Benefits. Screenshot block B: Proof: Crosshead, paragraph, captioned screenshot Benefits. Screenshot block C: Proof: Crosshead, paragraph, captioned screenshot Benefits. Close: Scarcity: Limited beta, etc. Action: CTA or button Warn: Single click-trigger below CTA Now: Short testimonial from person who’s glad they acted fast

Long-form sales pages

Bob Serling’s Power Copywriting Formula

Quality product Customer profile Credibility Offer

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

Star Story Solution

Introduce the star of the story Tell the star’s story Present the solution that helped the star achieve big things

The Seven-Step Copywriting Formula

Step 1: Make a promise based on your most important benefit. This should happen in your headline or first paragraph. Step 2: Immediately expand upon that benefit. 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. 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 offer. Step 6: Prepare for the close by rephrasing your prominent benefits. Get prospects itching for the button to click by reminding them of the top benefits. Step 7: Incite immediate action. Self-explanatory.

The Nine-Point Copywriting Formula

Sales pages formula

1. Grab attention with a headline. 2. Follow with a lede that inspires. 3. Clearly define the product. 4. Give a success story or case study for the product. 5. Add testimonials and endorsements. 6. List special features or value-adds. 7. State your value proposition. 8. Move the prospect to action with specifics and urgency. 9. Finish with a postscript.

12-Step Foolproof Sales Letter Template

Sales letter formula

1. Get attention 2. Identify the problem 3. Provide the solution 4. Present your credentials 5. Show the benefits 6. Give social proof 7. Make your offer 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

Sales letter formula

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 benefits of the solution (emphasis on detail) 12. Insert social proof 13. Make your offer (which need not be a special offer – 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 Check out post by Julie Boswell https://www.digitalmarketer.com/

HELLYEAH

1. Holler and get their attention 2. Empathize with their pains (usually by sharing yours) 3. Lambast the things that led to the problem in the first place 4. Legwork – prove you’re not full of it 5. Yes, you have the solution for them 6. Educate them on why your solution is best 7. Action – give them a clear action to take 8. Handle lingering doubts or objections

PASTOR

1. Person, problem, pain. 2. Amplify the consequences of not solving the problem and eliminating the pain. 3. Story, solution, system. 4. Testimonials. 5. Offer. (He adds to spend 80% of your offer talking about transformation. Good tip.) 6. Response. (call to action)

Video sales letters

The Jim Edwards VSL Method

1. Open with a shocking statement. 2. State the problem and why it’s a big deal. 3. Agitate the problem. 4. Push the agitation even further, taking it to a deep emotional level. 5. 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 benefits. 9. Specific reasons not to procrastinate but rather to act now. 10. Close by asking for the purchase and reinforcing benefits. Explained in detail here: https://thejimedwardsmethod.com/

Common Video Sales Letter

1. The “Attention Grabbing Greeting” 2. Identify the problem and promise to solve it 3. Establish scarcity 4. Agitate the problem 5. Provide your solution as THE solution 6. Present the features and benefits of the solution 7. Your first call to action, this one based in satisfying a desire 8. List off 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 final call to action, this one based on FOMO Courtesy of Copy Range https://copyranger.com/

Headline

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

Fitness app: Tep is an adorable fitness 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 scoffed when I applied for a patent, but when I made my first $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?

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.

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

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.

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

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?

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

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

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

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 figures 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 different gym Literary agency: We promise you this: if we can’t get you a publishing contract within 6 months, we’ll find you new representation.

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

House cleaning service: Here’s the affordable way to treat yourself to more free time 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 coffee 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 confident smiles. Without fear of being “metal mouth.” Online cabinet warehouse: Harbor City Kitchens is a cabinet warehouse with 1000s of options – and no pressure.

{Eliminate pain in an unexpected way}

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

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. 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 ______________ (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-figure 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 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

{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 first $100 in just 24 hours Real estate flipping: What if you could make your first 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 flat fee.

Can your {current solution} pass the _______ Test?

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

{One word.}

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

{Objection.} But/And it works.

Low-budget training video: Ugly. And it works. Teeth-straightening appliance: Expensive. But it works.

Value proposition

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}.

We help content creators write together, but the difference is that creators can also pull from and add to a library of bite-sized research.

The {adjective} way for _____ to _____, {benefit/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} {qualifiers}

The smartest writing software for content teams.

Customer-Problem-Solution

Content teams at growth-focused businesses have aggressive editorial calendars but no clean, effective 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 offer 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, find ideas, drop them into a document, and publish. Created by a blogger, content strategist and novelist.

Bullet lists

BGNGo Bullets

- Best - Good - Necessary - Good, with Outcome

7 Deadly Fascinations

- 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!)

BGNGo Bullets

- Discover the {high-value} secrets of {powerful group} - What {group} taught me about {unexpected thing} - How your X is ripping you off – 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 first __________ (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 first __________ - 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}

Ads

Search ad formulas

VARIATION: AIU

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.

VARIATION: Device + Keyword + Persona + Brand

Device + Keyword + Persona + Brand = Converting Copy

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.

VARIATION: The Wordstream Ad Copy Formula

Description Line: 35 Characters Your USP, expressed as any of the following: Unforgettable and Affordable ________. 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 Affordable Call Us Today! Display URL: 35 characters This is simply as follows: www.yourwebsite.com/your-top-keywords

VARIATION: The Essential Ad Copywriting Template

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

VARIATION: MECLABS Online Ad Sequence

ea = 2at + i + as ©

Where ea = Effectiveness of the Ad, at = Attract Attention, i = Generate Interest and as = Ask for the Click.

Facebook AD

VARIATION: Loud, Relevant, Engaging

Be Loud. Be Relevant. Be Engaging.

VARIATION: ERERS

Emotional Rational Emotional Rational Social Proof

VARIATION: The 4-Step Formula

Be Objective Highlight Benefits Be Persuasive Follow the Rules

Facebook Ad CTA

See why {influencer} said {intriguing thing}

Free {high-value freebie}

Want / Need {highly desirable thing}? {Actionable solution}

Enter to win {highly desirable or interesting thing}

Sick of {thing readers are definitely sick of}?

Stop {unpleasant or unexpected thing}

Writing Facebook Posts

One little-known way to {do something}: {summary of how}

“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

If / When {scenario}, I __________

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

Body copy

FAB

Feature – State or intro the feature Advantages – Describe its advantages Benefits – Describe its benefits

Button (CTAs)

The I Want Button

I want to ____________ or I want you to ___________

For example: Get a new car or Show me the newest car

“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

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. https://copyhackers.com/

Hook, Line and Sinker

Command verb + offer + urgency

For example: “Download our whitepaper today!” https://www.wordstream.com/

Elements-of-the-Offer Formula

1. Here’s What You’re Gonna Get 2. Establish the Value 3. Offer a (Conditional) Bonus 4. Price 5. Trivialize Price 6. Guarantee 7. Risk Reversal 8. Scarcity You can find more details here: https://copyhackers.com/

Email sequences

TEASE

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 finish 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. Learn more in the video: "https://copyhackers.com//

Wishpond’s 5-Part Drip Campaign for Leads

Email 1: A warm hello. Email 2: A transparent case study or finding. Email 3: Personal business story that shows your transparency and humanity. Email 4: Case study. Email 5: Free trial offer or soft sell. Learn more in "https://blog.wishpond.com/

The String of Pearls

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. Learn more in "https://copyranger.com/21-incredible-copywriting-formulas-i-use//

PASOP

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.

The 6-Email New Customer Nurturing Sequence

Email 1 A warm hello. Email 2 A transparent case study or finding. Email 3 Personal business story that shows your transparency and humanity. Email 4 Case study. Email 5 Free trial offer or soft sell. Learn more in https://bombbomb.com/

Testimonial

The Before-After-Experience Testimonial

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? Learn more on Psychotactics https://www.psychotactics.com/

TEASE

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?

The 4 Ss

Specific Short Sizzling Sizzling

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

Before – During – After – Favorite – Emotion – Ideal For

VARIATION: 1

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 __________. Use as template: https://www.abn.org.au/

Email subject lines

The Report Formula

New {agency/institute} approved {process/device} + {benefit}

VARIATION: 2

Innovative {system/process/product} + {benefit}

VARIATION: 3

Introducing {technique/system/process} + {benefit or mystery}

The Data Formula

{Percentage} + {unexpected thing} Innovative {system/process/product} + {benefit} Introducing {technique/system/process} + {benefit or mystery}

For example: Why 19% of Harvard graduates can’t find 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

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: https://www.campaignmonitor.com/

The Inquiry Formula

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

“{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 subject line. Definitely worth testing.

The Open Loop

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

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

{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.

This subject line formula is explained here: https://www.campaignmonitor.com/

What {industry} needs to {verb}

What Joanna needs to do better What Copy Hackers needs to remember What cat owners need to think about What copywriters need to know

Learn more in https://blog.wishpond.com/

The Announcement

Introducing {Name} Introducing {Name}: {short value prop} New! {Name} New! {Benefit 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%. https://copyhackers.com/

The Scarcity + Urgency Formula

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}

The Punctuator

To visually break up the line of copy that is your subject line To visually distinguish your subject line from that of all the others

Here are examples: 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 Argh! I need help! #1 New York Times bestseller… used this tool to do it This is it… Conquer your fear in 2015

The Punctuator

To visually break up the line of copy that is your subject line To visually distinguish your subject line from that of all the others

"Here are examples: 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 Argh! I need help! #1 New York Times bestseller… used this tool to do it 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}

{First name} < > Georgiana

Special thanks to Copyhackers for providing this info. We just wanted to make it more digestable.