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Copywriting 101: the best 17 formulas for writing the perfect copy

Table of contents

From chiselling into stone, scribbling on papyrus, writing with ink on paper to typing on the computer. Throughout the last centuries technologies have always supported copywriters, and now we are at the point where even intelligent machines write content. However, we have learned that artificial intelligent might be smart, but it has neither emotions nor life experience. This is why a human copywriter (you) is still very important. To perfect the team work between AI and human, here are a few formulas for you to look out for when you polish the copy that the AI created for you.

1. AIDA

  • Attention: Captivate the reader with a story, a rhetoric question or a statement

     

  • Interest: Solve the reader’s problem and provide new, interesting information
  • Desire: Trigger certain emotions within the reader and get them to want your product

     

  • Action: Clear call to action. What is the reader supposed to do now? (Buy your product)
Copywriting Formulas AIDA
Source: Hubspot

2. AICPBSAWN

  • Attention: Captivate the reader with a story, a rhetoric question or a statement

     

  • Interest: Solve the reader’s problem and provide new, interesting information

     

  • Credibility: Use testimonials, reviews, or influencer marketing to make the reader get to know an unbiased opinion

     

  • Proof: Show videos, pictures aso. to show that your product really keeps its promise

     

  • Benefits: What are the advantages of buying and using your product? Don’t forget to mention your unique selling point

     

  • Scarcity: Limited editions and discounts until a certain date are good examples. Make the reader think, that the product will not always be there for them to buy, so that they better hurry up.

     

  • Action: Clear call to action. What is the reader supposed to do now? (Buy your product)

     

  • Warn: Similar to scarcity. Make them feel fear of missing out. Show them what happens, if they do not buy the product right now

     

  • Now: Convince them to buy right now instead of adding it to the cart and letting it stay there for a while. Discounts usually work very well, or marketing e-mails that remind them about their full cart


3. PAS

  • Problem: What problem has your target audience

     

  • Agitation: Make your target audience feel like they want a direct solution to the problem by describing the problem in detail. Make them feel like it is an urgent problem that needs an urgent solution (your product)

     

  • Solution: Show your solution to the problem


4. ACCA

  • Awareness: Create awareness about what kind of problem your product solves

     

  • Comprehension: Help your audience understand the reality of the problem

     

  • Conviction: Convince them to act on this problem

     

  • Action: Make them take action
Copywriting Formula ACCA
Source: Ricola

5. AIDPPC

  • Attention: Captivate the reader with a story, a rhetoric question or a statement

     

  • Interest: Solve the reader’s problem and provide new, interesting information

     

  • Description: What is the problem and what solution do you have for it? Describe your information in detail

     

  • Persuasion: Persuade the reader to take action

     

  • Proof: Show videos, pictures aso. to show that your product really keeps its promise

     

  • Close: Clear call to action. What is the reader supposed to do now?



6. The 6+1 Formula

  • Step 1: Explain who you are and why you are talking to your target audience

     

  • Step 2: Get the attention from them

     

  • Step 3: Make the reader really want to get your product. Tell them why they cannot live without it

     

  • Step 4: Tell the reader what consequences happen if he doesn’t take action

     

  • Step 5: Offer a solution to the target audiences’ problem

     

  • Step 6: Clear call to action. What is the reader supposed to do now?

     

  1.  

7. QUEST

  • Qualify: Prepare the reader for the points you are about to make (Priming)

     

  • Understand: Show them that you are putting yourself in their shoes and that you understand their problem

     

  • Educate: Educate about their problem by telling them about  information they do not know

     

  • Sell: Sell your product (the solution) to your target audience

     

  • Transition: Transform your reader to a proper customer


8. Before-after bridge

  • Describe the needs and wants of your target audience

     

  • Use statements of previous consumers that have already reached the ideal state

     

  • Show how they can get there too
  1.  
Copywriting Formulas before-after bridge
Source: Hydroxycut

9. PASTOR

  • Problem: Address the problem of the readers

     

  • Amplify: Show what kind of consequences they have if they do not buy your product

     

  • Story: Tell a story to catch the interest of your target audience and give them a solution

     

  • Testimony: Prove that your product is excellent by getting unbiased reviews and testimonials

     

  • Offer: What is your offer?

     

  • Response: A clear call to action. What is the reader supposed to do now?



10. FACE

  • Familiar: Do you need to build on familiarity to generate your target audiences’ trust?

     

  • Audience: Description about your target audience

     

  • Costs: The price list of the product you are offering

     

  • Education: What information do you need to give your audience? What do you need to teach them?


11. The 4 Cs

  • Clear: You have to use a clear language so each person from your target audience can understand what you are saying. Do not use difficult words to read or jargon. Instead, use short sentences, bullet points, and easy understandable words

     

  • Concise: Do not write an essay. Get to the point by using few words

     

  • Compelling: Catch your readers interest by using stories, focusing on their problem and by providing them a solution

     

  • Credible: Prevent your target audience from getting sceptical. Publish your copy on renowned sites and get testimonials to prove that your product really is the best.

     

  1.  

12. FAB

  • Features: What are the features of your product?

     

  • Advantages: Why are these features helpful?

     

  • Benefits: What would this do to the customer?
  1.  
Copywriting Formulas FAB
Source: Amazon

13. The 4 U’s

  • Useful: Why is your product useful?

  • Urgent: Make clear that your product is not there to purchase whenever the buy wants

  • Unique: What is your unique selling point?

  • Ultra-specific: Explain your point in detail, but be precise



14. A FOREST

  • A: Alliteration
  • F: Facts
  • O: Opinions
  • R: Repetition
  • E: Examples
  • S: Statistics
  • T: Three – Repeat the most important point three times to make the reader remember it better
Copywriting Formulas A FOREST
Source: CAMEL

15. The 4 P’s

  • Picture: Paint a picture (e.g. Storytelling) to catch the interest of the reader

     

  • Promise: Show the features and benefits of your product (What is the promise to your customer?)

     

  • Prove: Provide testimonials and reviews to support you

     

  • Push: Push you reader to buy your product



16. Answer these 5 Questions

  • What is in 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?



17. Storytelling (The 3 S’s)

  • Star: Who is the star of the story and why is she/he important. Create a connection between the hero and the readers so that they feel spoken to

     

  • Story: What is her/his story and why does it relate to them?

     

  • Solution: What did the star achieve and how? How can we apply this to the reader?
Copywriting Formulas Storytelling
Source: Spotify

As you can see there are various formulas for excellent copywriting. Some of these overlap, but the goal is clear: convincing the readers. Copywriting is a long process which requires a lot of creativity. However, it is difficult for humans to be creative all the time, every time, which makes them feel very pressured, especially when suffering from a writer’s block. Do you look for creative inspiration and a stress relief? Then you should check out neuroflash’s 7-day free trial!

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