Professional Documents
Culture Documents
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Table of Contents
Copywriting formulas for web pages in general 1
AIDA 1
AIDCA and IDCA 1
Danny Iny’s 6+1 Formula 2
PAS – Dan Kenedy 2
4 Ps (2 variations) 2
ACCA 2
AAPPA (or PAPA) 2
QUEST 3
SLAP 3
AIDPPC 3
5-Point Copywriting Formula 3
AICPBSAWN 3
Copywriting formulas specifically for long-form sales pages 3
Bob Serling’s Power Copywriting Formula 4
Craig Clemens Sales Letter Formula: 4
Star Story Solution 4
The Seven-Step Copywriting Formula 4
The Nine-Point Copywriting Formula 5
12-Step Foolproof Sales Letter Template 5
Perry Belcher’s 21 Part Sales Letter Formula 5
HELLYEAH 5
PASTOR 6
Copywriting formulas for video sales letters 6
The Jim Edwards VSL Method 6
Common Video Sales Letter Template 6
Headline Writing Formulas 6
Justin Blackman 10k Headline’s Breakdown 9
Jason Brewer’s 3 Sure Fire Website Copy Templates 9
Headline formulas for use on lead-gen pages, for marketing ebooks or for blog posts 9
Brian Clark’s 10 Sure-Fire Headlines 10
Jay Abraham Inspired Headline Formulas 11
Headline formulas based on headlines by Laura Belgray 11
Headline formulas with unknown origins (LOTS!) 11
7 Deadly Sins of Copywriting Formula 12
Formulas for writing value propositions 12
VAD: Verb, Application, Differentiator 13
Customer-Problem-Solution 13
What. How. Why. 13
Enormous problem. Solution. Core differentiator. Credibility. 13
Copywriting formulas for bullet lists (or fascinations) 13
7 Deadly Fascinations 13
The Headline-as-Bullet List 13
FAB 14
Copywriting formulas for better buttons (or calls to action / CTAs) 14
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RAD 14
CPSC 15
Hook, Line and Sinker 15
Testimonial formulas 15
The Before-After-Experience Testimonial 15
TEASE 15
The 4 Ss 15
Before – During – After – Favorite – Emotion – Ideal For 15
Power Words Produce Powerful Results 16
Email Sequences 16
Walling’s 5-Day Drip Course Formula for Leads 16
Wishpond’s 5-Part Drip Campaign for Leads 16
The String of Pearls 16
PASOP 16
The 6-Email New Customer Nurturing Sequence 16
Email subject line formulas 17
The Report Formula 17
The Data Formula 17
The How-To Formula 17
The Inquiry Formula 17
The Endorsement Formula 17
The Open Loop 18
The Empty Suitcase 18
The Scarcity + Urgency Formula 18
The Punctuator 18
The Shorty 19
Copywriting formulas for ads 19
AIU 19
The Wordstream Ad Copy Formula 19
Headline = Attract Attention (Be Relevant!) 19
MECLABS Online Ad Sequence 20
Facebook ad formulas 20
Loud. Relevant. Engaging. 20
ERERS 20
The 4-Step Formula 20
Facebook Ad CTA Formulas 20
Formulas for Writing Facebook Posts 20
One little-known way to {do something}: {summary of how} 20
Remember when {something nostalgia-triggering}? 20
Formulas for Writing Tweets 21
AIDA
Tried and true method. One of the longest serving models used in advertising, having been developed in the
late nineteenth century.
Attention (Awareness) – What message would best pull our reader in and get them to consider our piece?
Interest (Inspire) – Challenge the norms of the topic, explore counter-intuitive perspectives.
Desire – Entice! Build the allure of your topic or product by appealing to the emotions of the reader; what’s
the big win for them?
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● Attention
● Interest
● Desire
● Conviction
● Action
Conviction is about turning doubt into trust. This can be accomplished a few di erent ways, mainly through
demonstrating that the results shown aren’t just about “taking our word for it”.
IDCA is pretty simple, if you already have their attention; you don’t need to always beat the same drum.
For instance if you’re running a marketing campaign and your grabbing their attention with an ad, your
landing page may just need to build on that ad instead of grabbing the attention from scratch.
These formulas are all very useful when you’re not sure where to go next in your writing.
The psychology behind each of these models are based on CAB: Cognition -> A ect -> Behavior. Basically get
um to know ya, get um to ‘feel ya’, and get them to do... something.
Described in detail here on Smashing Magazine, Danny Iny of Firepole Marketing also o ers a spin on the
AIDA model. His isn’t in acronym form, which I kinda dig because I’m very skeptical of acronyms – they’re just
too convenient.
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
What I particularly like about the formula – aside from context and credibility(which are generally unspoken
must-dos) – is the gap.
● Problem
● Agitation
● Discredit – Discredit other solutions
● Solution
And, for the same reason Bic made these pens, I assume, Lisa Manyan o ers PAS “for women”, which she
calls CSI:
The only reason I’m including that “for women” formula – when it o ends every part of me – as
if problems aren’t things women solve a hundred times a day – is because I set out to document every
copywriting formula I came across. So voila.
4 Ps (2 variations)
Here’s the rst. Credited to Henry Hoke Sr., it is based largely on the idea of a promise:
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 – Support your promise! What are the consequences if you fail to do as promised? Who else has
already seen you keep your promise, and how? What can you demonstrate to skeptics that your solution is
easily going to ensure the promise is kept?
And here’s the second, which I prefer. Ray Edwards describes it in his free course:
● Problem
● Promise
● Proof
● Proposal
As you can see, it’s very similar to the rst variation of the 4 Ps. But Edwards replaces “picture” with
“problem”, which I personally think is better if you’re using the 4 Ps copywriting formula to write a home
page or lead-gen page, where painting a picture for your visitor may actually come o as slightly scammy.
I also prefer Edwards’s “proposal” to “push” because the word “push” is rather aggressive. We should be
assertive with our CTAs. I haven’t seen cause to be aggressive or push people to act.
Here’s the 4 Ps at work on a landing page for Winter Garden Yoga:
ACCA
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Pitch Perfect luvvers in the crowd might call this one ACCA-awesome. Or, more likely, non-pro ts and people
trying to rouse the hearts of a disconnected crowd will nd this copywriting formula quite useful.
● 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
You’ll recognize this formula in many SPCA, World Vision and similar marketing e orts.
The part I really dig about this formula, which is credited to Victor O. Schwab, is its focus on proof. So often
formulas leave proof implied, and that’s dangerous.
One, the advantages come too soon because – as far as this formula tells us – the problem hasn’t really
been stated yet, has it? So advantages of what? It’s not clear. The only thing that came before “advantages”
was “attention”, so does this formula require you to draw attention by stating the problem in order for you
to solve it next and, in the same breath, show the advantages? If so, then why not call it PAPPA: problem,
advantages, prove, persuade, action.
Second, I don’t dig the “persuade” point. The proof is, in so many ways, persuasion. That does not mean that
persuasion is always proof; just that proof is – if it’s doing its job – persuasive. So what kind of persuasion
was Schwab looking for in the fourth part of this formula? Loss aversion? Future pacing? It seems strange
and super uous to include “persuade.”
Which brings us to the formula I’d propose to replace this one: PAPA:
● Problem
● Advantages of solving the problem
● Proof that you can solve it
● Action
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
If you’ve got something relatively inexpensive to sell, SLAP can come in handy when you’re laying out your
messages, likely on a shorter page:
● Stop the prospect
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● Make them look (i.e., read)
● Make them act
● Get the purchase
Let’s put aside the fact that, if you’re going for the sale, that is the action, so “act” and “purchase” don’t need
to be separate.
AIDPPC
Yet another take on AIDA, this time by the legendary Robert Collier. Great for sales letters but useful
anywhere you’re trying to sell and you need a trusted sales sequence in place to work o of. It goes:
● Attention
● Interest
● Description
● Persuasion
● Proof
● Close
The rst two parts of this copywriting formula are exactly like AIDA’s rst two points. But desire is unpacked
(helpfully!) into three core elements:
1. Descriptions, likely of the solution but also of the problem, the status quo, the challenges of not
switching – anything that eshes out the story
2. Persuasive elements, like loss aversion, testimonials, future pacing
3. Proof (e.g., demos, testimonials, endorsements) that the solution can do what it claims to, and
can do it like no other
So if you’ve struggled with the “desire” part of AIDA, try AIDPPC instead.
A really simple formula, this one’s good for lead-gen and landing pages. You could also get away with using
it to guide a one-pager site. It’s attributed to Jack Lacy.
AICPBSAWN
As an acronym, this is completely ridiculous. Makes me chuckle. When someone throws down AIDA in a
copy review session, counter them with, “Well Aicpbsawn holds that desire is made of…” and see what
happens. Quick way to shut down Mr. AIDA.
Here’s how this mouthful (explained well by Bu er) works, from top of page to bottom:
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Let’s start with the biggie! I found this one here and was blown away by the level of detail. It’s a mere 36
steps long.
1. Quality product
2. Customer pro le
3. Credibility
4. O er
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● Headline.
● Subhead.
● Questions that show you understand and push buttons.
● Powerful analogy or story.
● It’s not your fault and there’s hope.
● Give away content.
● Proof.
● What is it I’m o ering? What’s in it?
● Bullets points/bene ts
● Who needs it? Who doesn’t?
● What makes it di erent?
● Wrap up.
● Price.
● A guarantee.
● A close.
● A signature.
● Your P.S.
● Your testimonials
A hugely popular copywriting formula, Star Story Solution is character-focused and short. So it’s most
obviously applicable on lead-gen pages, especially for personality brands and info products.
A classic example is the late Martin Conroy’s WSJ letter, where the two men are the stars, their stories (which
are nearly identical) make up the core of the ad, and the solution is clearly presented at the end.
Although this is character-driven, it doesn’t mean that Star Story Solution needs a human to be the star of
the story. If you’re introducing a new product or feature, that could be the star – as long as its story creates
interest.
The star is your child. (Well, the star is really you. Ultimately, the star is always you.)
The story is quickly told: nerdy kids have to ght nerdy kids to get some Apple time at school.
And the solution takes a good long while to be explained – but it is, of course, a new Apple computer.
Bob Stone o ers up this formula, which is created speci cally for sales pages:
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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 o er.
Step 6: Prepare for the close by rephrasing your prominent bene ts.
Get prospects itching for the button to click by reminding them of the top bene ts.
To me, Stone’s formula is missing a lot between Step 2 and Step 3 – where we’d normally want to build up to
the solution – so I prefer it more for lead gen pages.
Also for sales pages, this formula is courtesy of Frank Egner. Use it like so:
I trust Marketing Profs, so I’m a fan of this sales letter formula, which David Frey described on the Marketing
Profs blog. Frey explains that this template is intended to overcome objections methodically. But you be the
judge:
1. Get attention
2. Identify the problem
3. Provide the solution
4. Present your credentials
5. Show the bene ts
6. Give social proof
7. Make your o er
8. Inject scarcity
9. Give a guarantee
10. Call to action
11. Give a warning
12. Close with a reminder
If there’s a name that’s synonymous with contemporary direct response, it’s Perry Belcher. Yeah, the guy
behind the Belcher Button, which you’ve surely seen on many a sales page.
This sales letter formula leaves nothing to the imagination. If you’re seriously uninspired and you wish you
could a ord to hire someone to write your page for you, use this and send Mr. Belcher a thank-you note
later. (Courtesy of the Copy Ranger)
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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 bene ts of the solution (emphasis on detail)
12. Insert social proof
13. Make your o er (which need not be a special o er – 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
Importantly, out of 21 steps, the call to action is #19. This is a very big deal. I’ve mentioned this a few times
already, but you should not be in a rush to supply a CTA. Yes, people will click CTAs that appear early – but
are they ready for it? Wait until they’re ready. Just. Wait.
HELLYEAH
If you’re like me, you may be rolling your eyes right now. I don’t blame you. Not at all. But, awkwardness of
the acronym aside, this formula can work on pages where a more aggressive style is best. That usually
means a long-form sales page.
PASTOR
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I only recently heard of Ray Edwards, so I haven’t tried his PASTOR formula or seen it before. But he makes a
good case for using it, so here you go.
(BTW, “response” means “call to action.” Which is yet another example of why I loathe acronyms.)
Because examples help, here’s an evergreen VSL by Ryan Deiss. He also sells his formula in that video, so if
these free formulas don’t work for you, scoop Deiss’s formula up for $47.
This is explained in detail here, with examples. I’m giving you the gist below:
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You already know how important headlines are. I’m not gonna quote Ogilvy or point to the dozens of
copywriting books that hold that you should spend the majority of your time writing your headline. I will,
however, tell you this: every “subhead” and crosshead down your page needs the same amount of
attention your primary headline gets.
So:
1. Read this post on the steps to crafting a better headline, and
2. Consult the following formulas not just once on a page but every time you write a line of copy
that acts like a headline (including summary headers and crossheads).
Fitness app:
Tep is an adorable tness 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!”
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?
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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
Invoicing software:
The only invoicing software made to do your billing for you.
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.
Gym membership:
We promise you this: lose 30 pounds or we’ll pay for a month at a di erent gym
Literary agency:
We promise you this: if we can’t get you a publishing contract within 6 months, we’ll nd you new
representation.
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Tax preparation:
File your taxes while sitting on your hands.
Teeth whitening:
Get rid of co ee stains with your phone.
Team chat:
Complete more projects – faster than ever – by chatting online.
{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 con dent smiles. Without fear of being “metal
mouth.”
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.
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 {blank} (Without Anything to Show for It?)
Counselling services:
Have a lasting, loving marriage you can be proud of
Business services:
Build a seven- gure business you can be proud of
Cosmetics:
Get long, natural-looking lashes you can be proud of
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
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Cosmetic surgery:
Get rid of your sagging jowls once and for all
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
Freelancer-matching service:
9 out of 10 marketers don’t like their freelancer’s attitude. Are you one of them?
List-your-services marketplace:
Make your rst $100 in just 24 hours
How to Permanently Stop {Painful or Embarrassing Thing}, Even if You’ve Tried Everything!
How-to-negotiate course:
Permanently stop feeling underpaid and underappreciated, even if you’ve tried everything!
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 at fee.
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Writing software:
Can your writing software pass the Nanowrimo Test?
Dating app:
Can your dating app pass the Kid Sister Test?
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
Weight-loss book:
Overcome the body chemical that keeps you fat
Debt counselling:
Overcome the social pressures that keep your credit cards maxed
Weight-loss book:
Is it worth $2 to you to banish cellulite forever?
{One word.}
Anti-aging cream:
Young.
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Teeth-straightening appliance:
Expensive. But it works.
Source: https://copyhackers.com/2018/03/writing-headlines/
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Why - We were drowning in our everyday lives, checking off tasks on a never-ending list. One day we decided
to take control and start enjoying our lives as parents. That’s the day we launched our company.
How - We’ve combined a family scheduling tool with, smart time management tips and communication
efficiencies and put them into one easy-to-use platform.
What - We offer a platform to help busy moms and dads to manage personal objectives, family schedules and
life milestones.
Source: https://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 21/50
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✓ How to [Blank]
✓ How to Be [Desirable Quality]
✓ [Audience]! Are You [Undesirable/Desirable Outcome]?
✓ [Action] NOW!
✓ These/Find Out Which [Thing] Could/Will [Desired Outcome]
✓ How We [Desired Result] in [Timeframe]
✓ [Promise of What Your Business/Content Will Do]
✓ [Keyword]: [Supporting Keywords]
✓ Are You More Like [X] or [X]?
✓ Reminder: [Claim or Truth]
✓ Why [Problem] (And What to Do About It)
✓ [Claim That Goes Against What Most People Think is True]
✓ [4 Words or Fewer Summarizing Topic]
✓ What You Should Know About [Topic]
✓ [A Claim as if You Know the Future]
✓ [Controversial Claim or Story]
✓ No/Yes, You [Pre-Empt Objection] to [Achieve Desired Result]
✓ [An Odd or Funny Claim]
✓ Give Me [short time period] and I’ll Give You [desired result]
✓ Who Else Wants [desired result]?
✓ Why [Thing] [Outcome]
✓ How to [Desired Outcome] Without [Unpleasant Action]
✓ [Provocative Question]
✓ [Social Proof] [Desired Outcome]
✓ Take X minutes to get started with [blank]... you'll be happy you did!
✓ How to [Achieve Desired Outcome] Like [Celebrity]
✓ Now You Can Have [something desirable] Without [something challenging]
✓ See How Easily You Can [desirable result]
✓ [A Quote From/Summary of a Testimonial]
✓ How You Can [desired result] Almost Instantly
✓ The Quickest & Easiest Way To [desired result]
✓ Never Su er From [undesired result] Again
✓ How To [desired result] When You’re Not [blank]
✓ No [undesired result] Just [desired result] Everyday
✓ How To Get [desired result] Out Of [blank]
✓ If You Can [blank] You Can [desired result]
✓ Warning! Are You [Something Undesirable]?
✓ How [A Seemingly Inconsequential Action] Can [Undesirable Result]
✓ How to fast-track your [desirable result]
✓ [A Call to Arms]
✓ How To Take The Headache Out Of [blank]
✓ How To Become [desired result] When You [something challenging]
✓ [Outrageous/Controversial Claim]
✓ Answered: Your Most Burning Questions About [blank]
✓ X Questions Answered About [blank]
✓ How To Turn Your [blank] Into [desired result]
✓ How to [Achieve a Desired Outcome]
✓ (The) [Group/Famous Person] Guide to [Blank]
✓ The Ultimate Guide to [Blank]
✓ 10 Things [Group] Do Di erently
✓ 7 Things We/You Should [Blank]
✓ 7 Things Only [Group] Understand
✓ 7 Things to Remember About/When/If [Blank]
✓ 15 Things You Didn't Know about [Person/Thing]
✓ 7 [Blank] That Will Change Your Life
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✓ 7 Quotes from/by [Famous Person] That Will [Desired Result]
✓ 7 [Adjective] Facts [Person/Audience] Should Know
✓ 13 Ways to [Do Something] When [Situation]
✓ 7 Ways to [Do Something]
✓ Can You [Find/Spot/Answer/etc.]
✓ [Number] [Expert] Share [What]
✓ [Number] Little-Known Ways to [Desired Outcome]
✓ [Number] Steps to [Achieve Desired Outcome]
✓ [Number] Hacks to [Achieve Desired Outcome
✓ [Number or How to] Simple/Easy Ways to [Desired Outcome]
✓ Quiz: [Which/What/How] [Quiz Topic]?
✓ A [Power Word] Tutorial to [Achieve Desired Outcome]
✓ We Analyzed [Number] [Measurable] And This Is What We Learned
✓ [Person] Did [Unusual Action] [Timeframe]. Here’s What Happened
✓ [Number] Lessons I Learned When/From [Experience]
✓ [Number] Secrets to [Achieve Desired Outcome]
✓ [Number] Mistakes Most People Make When/With [Common Action]
✓ [Number] Proven [Actions/Ways] to [Achieve Desired Result]
✓ [Large Number] of Ways to [Achieve an Outcome]
✓ How [impressive number] Got [desired result] Without [undesired result]
✓ How To Make People Line Up And Beg To [blank]
✓ The Lazy [blank’s] Way to [desired result]
✓ The Ultimate Guide to [Achieve a Desired Outcome]
Source: https://unbounce.com/landing-page-copywriting/get-emotional-in-your-marketing-copy/
If you’re not sure how to get started, just think about the seven deadly sins. They’re easy to remember, and
they each correspond with an emotion you can draw on in your marketing copy.
Desire is an emotion most marketers are comfortable conjuring up. We know how to make people want our
products – after all, that’s kind of what marketing is all about.
We’re all selfish in one way or another. And there’s nothing wrong with caring about yourself – to an extent.
We’re all seeking something, whether it’s prestige, money or respect from those we admire.
when it comes time to translate your features into benefits, focus on framing those benefits as tangible objects
or possessions.
People want their lives to be made simpler. They want as many things as possible to be done for them. And for
the things they actually do to be clear cut and manageable.
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So highlight how you’ll make the visitor’s life easier — how much time they’ll save, what tasks they’ll no longer
have to do, which processes will be easier.
“I’m mad as hell and I’m not gonna take this anymore!”
Luckily, you’re probably appealing to anger and annoyance already – I bet you’re already working to highlight
your prospect’s’ pain points and problems in your copy. Just think about what annoys and angers your audience.
We can all relate to the feeling of not getting what we want. It sucks when we can’t have something. Doesn’t
that grate on your nerves? Or have you ever passed over buying something, only to find yourself second-
guessing your decision once you see someone else with it?
Flattery will get you everywhere, right? One of the easiest copywriting strategies is to appeal to your
audience’s ego – up their confidence, make them feel good about themselves.
--
When writing, think of the ideal emotions your offer will evoke and how you want your customers to feel. Do
you want them to be proud to be your customer? More confident in themselves? Part of an “in-crowd” of other
important customers?
Picturing the desired outcome will help you determine which emotions you should play up in your landing page
copy.
Here are some fab formulas for expressing your value prop.
Note that the examples for each value proposition formula are all for the same solution – Airstory – so you
can see how each formula explains, shapes and highlights in its own way.
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.
We help content creators write together, but the di erence is that creators can also pull from and add to a
library of bite-sized research.
The no-brainer way for writers to turn ideas into blog posts, articles and ebooks – for better content
marketing.
We help teams write better and faster by dragging and dropping research into documents.
We’re the ones that let teams create faster by dragging and dropping ideas into blog posts.
Customer-Problem-Solution
Content teams at growth-focused businesses have aggressive editorial calendars but no clean, e ective way
to turn their team’s knowledge into publishable content. Airstory lets teams pool their research and drop
great ideas directly into their documents.
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.
Content marketing is the fastest-growing opportunity for businesses, but content creators can’t churn out
great content like factories. We o er 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, nd ideas,
drop them into a document, and publish. Created by a blogger, content strategist and novelist.
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BGNGo Bullets
● Best
● Good
● Necessary
● Good, with Outcome
Any copywriter worth more than a dollar an hour knows to bookend your bullet list with the two most
compelling bullets.
Instead of the jumble of unique bene ts here, statistics there, page numbers or points where you can nd X
fascination here, unexpected insight there, etc etc, let’s just use a nice formula, shall we? Draw from this list
of headlines turned bullets as you see t for your o ering (ideal for sales pages, especially for training
materials):
To be fair, almost every formula for laying out a page can be applied to a block of body copy. So this isn’t the
only formula for body copy. But it’s pretty perfect for it, so here you go…
FAB
This copywriting formula is particularly good for deeper-level sections of text, where it often makes sense to
lead with the feature because the prospect may be in a higher stage of awareness (e.g., she’s got a checklist
of must-have features):
Start with the feature. Then say what it does better – better than the product you’re switching from, better
than the past version, or whatever oats your boat. Then tell people what’s in it for them.
You get this… and the product does this… so you get this….
The I Want Button
This CTA formula is all about lling in the blank. There are 2 blanks to choose from:
I want to ____________
or
Let’s say you’re writing a button for a car website. You might complete those phrases, “I want to get a new
car” and “I want you to show me the newest cars.” So the button copy would go like so, respectively:
or
See the di erence? And, yes, to be clear, in the second option, you do keep the rst-person “me” in the
button. That’s actually what makes it so powerful.
“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
Lance rst wrote about this fab CTA formula a few years ago. It stands for:
● 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.
CPSC
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This post describes 4 call-to-action considerations. They refer to copy as “text”, so I’ve swapped that out,
turning their TPSC into a Copy Hackers-friendly CPSC:
Is the copy clear?
Is the button placed well?
Is the button an easy and helpful size, not too big or too small?
Like RAD above, CPSC helps you identify potential problems with your CTA, beyond the copy on the button.
This CTA formula is courtesy of Wordstream. It’s great for ad copy but also text links and buttons. Here’s
how to use it:
Elements-of-the-Offer Formula
Admittedly, this formula is for closing – like on a sales page – rather than just for button copy. But buttons
are merely parts of calls to action, so I think this belongs here.
Testimonial formulas
You need your testimonials to be believable, to be credible and to be worth your prospect’s time. The
testimonial isn’t for your bene t; it’s for your prospect’s. So use these formulas to revise your testimonials
(and make sure you get sign-o from your clients).
I read about this one on Psychotactics about a billion years ago and have been using it since. It’s great.
Here’s how it goes:
Then explain After. What did the client discover after going for it?
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So a testimonial that follows this formula tells a story, and story is good. Here’s one I received:
TEASE
This testimonial formula strives to keep things short. Short testimonials are great to pepper among the
lengthier ones. But be careful: all of your testimonials should be meaty, and you should never sacri ce
speci city and storytelling just to get a shorter testimonial.
Is it tactful?
Is it short and sweet?
Here’s a review of the Copy Hackers ebooks that follows TEASE well:
The 4 Ss
AWAI recommends this testimonial formula, which has a simplicity and speci city I dig:
● Speci c
● Short
● Sizzling
● Signed
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
Not the most elegant of all formulas – but easy to use – this testimonial template gets lled out like so:
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 __________.
Drip campaigns! Autoresponders! How do you know how to schedule and plot them for optimum opens,
clicks and – yes – purchases? After all, these things don’t just write themselves.
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NOTE: For a truly comprehensive guide to emails, check out this free (!) guide by sendwithus
The two most valuable words you can ever use in the headline are “free” and “new.” You cannot always use
“free,” but you can always use “new” – if you try hard enough.
Other words that work wonders are: “how to”, “now”, “announcing”, “introducing”, “it’s here”, “just
arrived”, “an important announcement”, “improvement”, “amazing”, “sensation”, “remarkable”,
“revolutionary”, “startling”, “miracle or miraculous”, “magic”, “offer”, “quick”, “easy”, “simple”,
“powerful”, “wanted”, “challenge”, “advise to”, “the truth about”, “compare”, “bargain”, “hurry”, and…
“last chance.”
Don’t turn up your nose at these clichés – they may seem trite and shop-worn – but they work!
Email Sequences
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 nish 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.
Email 1
A warm hello.
Email 2
A transparent case study or nding.
Email 3
Personal business story that shows your transparency and humanity.
Email 4
Case study.
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Email 5
Free trial o er or soft sell.
Not just for emails, the String of Pearls formula sees you drop valuable or intriguing details one after the
other.
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.
But what are those pearls you’ll be stringing together? That’s where research comes in. (Formulas can only
take you so far!)
PASOP
This one’s based on the PAS formula for structuring messages on a page. But I’ve tweaked it to work for drip
campaigns that build up to a sale.
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.
You could squeeze another PASOP or two in there before nishing with PAS.
Importantly, in the emails preceding the PAS email, you want to nish by introducing a new problem at the
end of it. The promise, then, becomes to teach people how to solve that problem in the next email. (This is
called an open loop; you’ll see more about that in the subject line area of this copywriting formula guide.)
Email 1
Welcome and intro to support person, with contact info provided.
Email 2
Free o er.
Email 3
Case study highlighting use of your product or service.
Email 4
Actual examples of ROI for your solution.
Email 5
Customer testimonial video(s).
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Email 6
FAQs.
Although the schedule of email delivery isn’t expressed, what’s interesting about this formula is that its
creators BombBomb recommend including in each email a video featuring the person handing your new
customer’s account.
I’d personally recommend adding a “why” or “how” to the front of most of these or a “here’s why” to the end
of them. Alone, they feel like tldrs, which doesn’t necessarily compel the open.
For example:
You’ll recognize some of these as very similar to our headline formulas earlier in this guide.
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For example:
Nickelback is back? How to avoid waking up with their song in your head
There’s power in that little question mark! Or better: Is there power in that little question mark? <see image
in PDF>
{Brief statement}?
For example:
Nuts?
In uential people are in uential. …Yeah, I just wrote that. If you’re a word nerd, you’re like, “Woah!
Tautology, y’all!” …Yeah, I just wrote that.
Okay, the idea with the endorsement formula is that you either reference an authority or use quotes in your
email subject line. So formulas like:
“{Quote}” by {author}
“{Quote}” – agree?
“{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
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subject line. De nitely worth testing.
This formula creates pure click bait. The idea is that you give away just enough to make people want to
open, and then – importantly – you give them what they were seeking in the email body itself.
So rather than write a “tldr” or summary-style subject line (which is generally crap for emails except when it’s
a subject line for a promotion or it touches on scarcity and/or urgency), you’d give a fraction of the story, like
any of these subject line formulas will do for you:
I messed up
FYI… You shouldn’t waste another second {doing / seeing / reading} this
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.
An “empty suitcase” is what we call it when you use the word “this” without a noun to follow it. So, like, you
might nd yourself writing, “Tune into this to hear me drone on”, and you’d be using an empty suitcase
because we don’t know what “this” is.
In the world of writing, this is a no-no. (See that? I used one there.)
The beauty of the empty suitcase is that, like the open loop formula, it forces your subscriber to click to get
the whole story. I know, I know: forcing isn’t good. Fine, then. It compels. Same di erence. Any way you slice
it, the empty suitcase subject line is great for open rates.
This subject line formula is explained here. You can swap the industry for a role, or you could get creative
and – if your CRM is good – populate the blank eld with the person’s name, their role or the name of their
business.
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For example:
The Announcement
As they said on Mad Men all the time, the word “new” is a powerful thing. That’s what this subject line is all
about.
Introducing {Name}
New! {Name}
Fabulous for campaigns and product launches! You won’t be surprised by these formulas, but they’re a great
reference when you’ve got a limited number of X to o er in a short period of time.
Keep a swipe le of all the emails you’ll get, and you’ll see these subject lines used any time an o er is
closing.
The Punctuator
For your subject line to earn an open, it needs to get noticed in an inbox. To do that, we use punctuation
marks. Truly. That’s what punctuation is for in subject lines: to get eyes on the line.
I’m not going to list out all the ways you can use punctuation to your advantage with this formula, but the
goal is twofold:
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Brian Dean
Groupon
Tim Grahl
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}
The ultimate formula for introducing people to one another! Works like the rather common {First name},
meet {First name}, which is also good.
Although this subject line is intended for one person connecting two people, there’s no reason you couldn’t
test it as a subject line for your marketing emails. For example, if you were to host a webinar with a special
guest like Unbounce’s Georgiana Laudi, you might write:
Display, search – what have you. When it comes time to write an ad, all the old copywriting rules go out the
window. Or so it seems to me. Which is why I rely on ad copywriting formulas.
Search ad formulas
AIU
Great for direct-response envelopes, this formula can also work for your ads. It goes:
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● 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.
At CTA Conf 2015, Dana DiTomaso shared this formula for search ads – and I snapped a pic just in time:
I’ve left a lot out of this Wordstream Ad Copy Formula because I’d basically be plagiarizing if I added all of
their awesome examples.
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What a surprise – MECLABS has created a copyrighted heuristic for your ads. (I love the MECLABS minds.
But, my, do they copyright sequences!)
ea = 2at + i + as ©
Where ea = E ectiveness of the Ad, at = Attract Attention, i = Generate Interest and as = Ask for the Click.
Facebook ad formulas
● Be Loud.
● Be Relevant.
● Be Engaging.
The green highlighting and the dude’s incredible handlebar moustache in the following example illustrate
the be loud part of the formula. It’s actually quite relevant to me. And I found the ad engaging – although,
admittedly, not engaging enough to click and hire young Olek.
ERERS
This one is described by AdEspresso, in so many words. (They don’t call it a formula; I do.) I love it. It goes:
● Emotional
● Rational
● Emotional
● Rational
● Social proof
Be Objective
Highlight Bene ts
Be Persuasive
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Note that most of these work best with a photo, video and/or link to accompany them. Learn more about
them here and here.
One little known way to make an antique headboard: Turn an old door on its side
Fill in the blank: “The only way to double your conversion rate is to ______________”
Don’t let your {asset} {bad outcome}. Here’s how to {good outcome}: {bitly} #hashtag
Don’t let your blogging mojo go to waste. Here’s how to rock a post: http://bit.ly#amwriting
{Question}? #hashtag
Is SEO dead? #inbound 1) Yes 2) No 3) OMG can people please stop saying that
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Writing headlines suuucked. Now it takes <24 seconds to write 5. Here’s what changed: http://bit.ly
How @patio11 and @amyhoy turned #HN into the most authentic forum: http://bit.ly
Low heating bills. Instant hot water. Warm winters. How can your family get it all? http://bit.ly
“Get busy living, or get busy dying” – Shawshank Redemption #quote<see image in PDF>
Please RT: We tripled our team in 3 months by focusing on 1 feature. Here’s why: http://bit.ly
I’d pay for this! > I loved this article by @patio11 about cofounders – http://bit.ly #startups
If you like that, you should also check out these blog post templates from HubSpot
▪ Headline.
▪ Lead paragraph / hook.
▪ Relevant image.
▪ Personal story.
▪ Scannable body.
▪ Open-ended question.
Indeed, he practices what he preaches. Here’s an example of one of his blog posts:
We saw this formula earlier for laying out a lead gen page in particular. Here’s a refresher on what it’s all
about:
Star. Who’s the character we’ll be following, or what’s the idea the post is working through?
Story. Tell it! Follow the better rules of writing engaging stories, like starting in media res.
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Most blog posts written in the rst person t nicely into the Star Story Solution formula. Here’s one of ours,
as an example:
HIPASI
▪ Headline
▪ Image
▪ Problem
▪ Agitation
▪ Solution
▪ Invitation
You’ve got your whole page or post written. Now use any of these checklists before you hit ‘publish’ to amp-
up what’s already there.
Any claim you put on the page needs to be run through this “formula.” Basically, the copy has to answer the
question “So what?” and prove that it’s so. See the testimonial / proof area of this post for examples of what
proof can be.
SCAMPER
According to these guys, legendary copywriter Gary Bencivenga said this pre-pub copywriting formula with
multiple your productivity 11-fold.
Eliminate or exclude an element that you think has seen better days.
Rearrange, reverse or rede ne any part of the copy, the funnel, etc.
The 4 Cs
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1. Is it clear?
2. Is it concise?
3. Is it compelling?
4. Is it credible?
My caution on this formula is that you should not cut important, meaningful phrases or words in the
interest of being concise. That’s such a rookie mistake, it’s crazy. Be concise, but don’t take that to mean
“short.”
The 4 Us
Like the 4 Cs, this pre-publishing checklist or formula will help ensure you’re making a compelling argument.
Use it in combination with the 4 Cs.
Below is a snippet of an email from the brilliant (and very nice!) Brian Dean, who could teach us all about
email marketing in addition to SEO and content marketing:
✓ Alliteration
✓ Facts
✓ Opinions
✓ Repetition
✓ Examples
✓ Statistics
✓ Three (as in the rule of)
AICPBSA
Star-Chain-Hook
This is Frank Dignan’s approach an advertising message. Hitch your wagon to a Star with an attention-
getting opening that is positive and upbeat. Create a Chain of convincing facts, bene ts, and reasons and
transform attention into interest and interest into desire. Then, Hook them with a powerful call to action,
making it easy to respond.
ABC Checklist
William Steinhardt’s formula is more detailed than most and very practical.
1. Attain Attention,
2. Bang out Bene ts,
3. Create verbal pictures,
4. Describe success incidents,
5. Endorse with testimonials,
6. Feature special details,
7. Gild with values,
8. Honor claims with guarantees,
9. Inject action in reader,
10. Jell with postscript.
The idea is to tantalize with speci c details that never reveal any actual information. Lot’s of teaser “bullets.”
As with a fan dancer, you’re left wanting more.
Headline Generators
1. Free headline generator: http://www.internetmarketingcourse.com/freeheadlinegenerator/
2. Free online title generator: http://title-generator.com/
3. Link bait title generator: http://www.contentrow.com/tools/link-bait-title-generator
4. Market Positioning Statement Generator: http://info.ecornell.com/market-positioning-statement-
generator
5. Content Idea Generator: http://www.portent.com/tools/title-maker
6. Blog topic idea generator: http://www.hubspot.com/blog-topic-generator
7. Sales letter generator: http://www.internetmarketingcourse.com/freesalesgenerator/
Sources
✓ https://blog.bufferapp.com/copywriting-formulas
✓ http://backlinko.com/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ https://getfoureyes.com/p/charming/
✓ http://www.copyblogger.com/delegate-content-marketing/
✓ https://copyhackers.com/2015/08/freelance-copywriter/
✓ http://michaelhyatt.com/one-key-ingredient-in-a-team-worth-working-for.html
✓ http://offers.hubspot.com/blog-post-templates
✓ http://www.michaelleander.me/blog/tested-and-proven-formula-on-how-to-structure-blog-posts-
for-maximum-readership/
✓ http://blog.hubspot.com/marketing/tweet-formulas-to-get-you-started-on-twitter
✓ http://www.appssolut.com/blog/118/facebook-post-formula-that-will-bring-you-more-clicks
✓ http://blog.wishpond.com/post/52314932186/8-sure-fire-facebook-post-formulas-that-drive
✓ https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post
✓ http://blog.wishpond.com/post/75805327199/7-facebook-ad-call-to-action-cta-copy-formulas
✓ http://www.semrush.com/blog/a-4-step-formula-for-writing-fantastic-facebook-ads/
✓ http://www.semrush.com/blog/a-4-step-formula-for-writing-fantastic-facebook-ads/
✓ https://adespresso.com/academy/blog/9-tips-perfect-facebook-ad-design/
✓ http://lorirtaylor.com/a-simple-formula-for-facebook-ads-that-deliver-real-returns/
✓ http://www.blastam.com/blog/index.php/2014/07/how-to-write-ppc-text-ads
✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates
✓ http://www.yourwebsite.com/your-top-keywords
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 45/50
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✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates
✓ http://www.wordstream.com/blog/ws/2015/08/03/ppc-ad-templates
✓ http://kickpoint.ca/author/ditomaso/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ https://www.campaignmonitor.com/blog/email-marketing/2014/09/subject-line-formulas/
✓ http://blog.wishpond.com/post/66975492343/10-sure-fire-subject-line-formulas-for-your-email
✓ https://www.campaignmonitor.com/blog/email-marketing/2014/09/subject-line-formulas/
✓ http://marketerlife.com/author/orangej568/
✓ http://www.pardot.com/faqs/emails/drip-program-template-for-industry-specific-marketing-
campaign/
✓ http://www.pardot.com/faqs/emails/drip-programs-competitors/
✓ http://www.pardot.com/faqs/emails/drip-program-campaign-re-engagement/
✓ http://www.pardot.com/faqs/emails/drip-program-template-for-sales-nurturing-track/
✓ http://www.pardot.com/faqs/emails/drip-program-template-for-event-follow-up-campaign/
✓ http://www.pardot.com/faqs/emails/drip-program-upsells/
✓ http://bombbomb.com/blog/drip-email-nurture-prospect-customer/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://blog.wishpond.com/post/110249650561/5-drip-email-templates-that-work
✓ http://copyhackers.com/optimize-your-business-online-training/email-drip-campaign/
✓ https://www.getdrip.com/
✓ https://www.sendwithus.com/resources/guide
✓ http://www.abn.org.au/blog/writing-testimonials-template/
✓ http://www.awaionline.com/2006/07/write-a-damn-good-testimonial/
✓ http://www.business-exchange.co/page/help/how-write-testimonials-testimonials-example/
✓ http://www.psychotactics.com/testimonials-3-core-elements/
✓ http://giphy.com/gifs/nostalgia-jurassic-park-dennis-YBDeSbtemDRRK
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://www.wordstream.com/blog/ws/2014/10/09/call-to-action
✓ http://blog.loginradius.com/2015/05/cta-button-site/
✓ https://copyhackers.com/2012/06/radically-rethink-your-ctas/
✓ http://www.mrfire.com/articles/0013.html
✓ https://blog.bufferapp.com/copywriting-formulas
✓ https://www.groovehq.com/ticketing
✓ https://blog.bufferapp.com/copywriting-formulas
✓ http://copywritinginaction.com.au/from-bullet-point-to-fascination/
✓ http://torgronsund.com/2011/11/29/7-proven-templates-for-creating-value-propositions-that-
work/
✓ http://www.amazon.com/Value-Proposition-Design-Customers-Strategyzer/dp/1118968050/
✓ http://blog.crazyegg.com/2011/12/26/proven-headline-formulas/
✓ https://copyhackers.com/2012/09/headline-formulas-and-the-science-of-high-converting-
copywriting/
✓ http://blog.crazyegg.com/2011/12/26/proven-headline-formulas/
✓ http://larslofgren.com/copywriting/the-35-headline-formulas-of-john-caples
✓ http://unbounce.com/landing-pages/5-headline-formulas/
✓ http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
✓ http://techcrunch.com/2015/08/31/tep-is-an-adorable-fitness-tracking-app-that-works-like-a-
tamagotchi/
✓ https://blog.kissmetrics.com/ultimate-home-page-headline/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://thejimedwardsmethod.com/the-great-video-sales-letter-script-formula/
✓ https://secure.digitalmarketer.com/vslf/index.php
✓ http://rayedwards.com/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://www.digitalmarketer.com/how-to-write-sales-copy/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://www.marketingprofs.com/2/frey2.asp
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ https://blog.bufferapp.com/copywriting-formulas
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ https://www.groupon.com/deals/gg-ca-glow-in-the-dark-lightsuit-for-kids-and-adults-1
✓ https://blogs.oracle.com/marketingcloud/7-copywriting-formulas-to-support-online-sales
✓ http://michelfortin.com/want-better-copy-go-on-a-quest/
✓ https://copyhackers.com/2011/11/reduce-bounce-and-improve-engagement-with-an-ideal-for-
statement/
✓ https://www.getdrip.com/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://wintergardenyoga.com/about/
✓ http://academy.rayedwards.com/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ https://www.youtube.com/watch?v=eCyw3prIWhc
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://www.iwillteachyoutoberich.com/insiders-kit/80-20-guide/
✓ http://www.enchantingmarketing.com/copywriting-formulas/
✓ http://www.smashingmagazine.com/2011/10/introducing-6-1-model-for-effective-copywriting/
✓ http://www.infomarketingblog.com/swipe-drive-closeout/
✓ https://books.google.ca/books?id=3r2IAAAAQBAJ&pg=PA82
✓ http://copyranger.com/21-incredible-copywriting-formulas-i-use/
✓ http://en.wikipedia.org/wiki/AIDA_(marketing)
✓ http://www.enchantingmarketing.com/copywriting-formulas/
✓ https://blog.bufferapp.com/copywriting-formulas
✓ http://www.apple.com/ca/imac/
✓ https://moz.com/products/pro
✓ https://copyhackers.com/the-copy-link
✓ https://copyhackers.com/2014/04/website-persuasion/
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 46/50
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✓ https://unbounce.com/landing-page-copywriting/get-emotional-in-your-marketing-copy/
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 47/50
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If you want to write better emails, it’s essential to nail the body copy. In this section, we look at a few
resources to help you do that.
20. 4 Bombproof Formulas for Openings That Grab Readers and Don’t Let Go – Smart Blogger’s list is
intended for bloggers, but it works for email marketing, too. This guide walks you through how to grab readers’
attention after they read your headline or open your email.
21. Digital Marketer’s Best Email Body Copy – There are some great email swipe examples to adapt in this
roundup. The Digital Marketer team share what’s worked for them so you can use it as a starting point to
create your own email copywriting templates.
22. What to Write in Your Emails – The course outlines the emails you need, and includes 45 email copywriting
templates you can fill in.
23. 3 Tested Email Marketing Templates You Can Use Right Now – Copyblogger delivers three fill in the blank
email copywriting templates that combine persuasive content with compelling sales pitches.
24. Michele Pariza Wacek’s Copywriting Email Templates – Though they require an email opt-in, you can use
these ready-to-send emails to boost your sales. These are proven to work for product launches, improving
registrations, and more.
25. Unfunnel’s Best Email Marketing Campaigns Of 2017 – Unfunnel offers subject lines and body copy for
their best performing email marketing campaigns of the past year. They analyze why they worked, which will
help you to adapt them for your own use.
26. Super Office’s Email Swipe File – You don’t just get examples here; you also get an implementation guide.
That makes it easy for you to apply these email copywriting formulas and templates in your own campaigns.
Social media can be a great way to grow your email list. Get some inspiration with our list of social media
copywriting formulas and templates.
35. 30+ Ultimate Headline Formulas for Tweets, Posts, Articles, and Emails– What’s the best way to write a
tweet? Buffer has you covered with this free resource. It includes the ultimate headline formula and lots of
examples you can swipe.
36. The Best Social Media Copywriting Guide to Be a Social Word Ninja –
CoSchedule showcases 55 social media copywriting templates you can use today, covering Facebook, Twitter,
and other social networks. This article also includes guidance on hashtags and character counts.
37. 71 Ways to Write a Social Media Update – Buffer’s guide includes copywriting examples you can use for
each social media network.
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Welcome emails are some of the most important emails you’ll ever send. They have a high open rate, and set
subscribers’ expectations about what you’ll deliver. Here are some copywriting templates you can use to create
appealing welcome emails.
38. How to Write the Perfect Welcome Email for New Subscribers – On the OptinMonster blog, we walks you
through the process of creating a great welcome email, including several useful examples.
39. Email Template for Welcoming New Subscribers –
CyberImpact provides a short, simple welcome email template you can fill in yourself.
40. How to Write An Effective Welcome Email – Shopify outlines the welcome email copywriting process, and
gets your email swipe file started with 13 examples and 3 templates.
41. The Perfect Welcome Email Template – According to DigitalMarketer, the perfect welcome email has 5
parts. This article describes them, showing how the company uses this process in its own marketing. There’s
also a downloadable template for you to use.
42. 6 Welcome Email Templates that Do More than Welcome – Wishpond outlines 6 welcome email templates
and shows how and why they work, so you can choose the best one for your purposes.
43. Optimize Your Welcome Emails With These 5 Templates – Customer.io describes 5 types of welcome
emails, and works through each of them. The article includes Google Doc templates you can use as starting
points for your own emails.
Sometimes you have to send an email to people who know nothing about you. That’s called a cold email, and it
still has to be crafted so you get the results you want. Here are some examples of how to do that.
44. The Best Cold Email Template To Crush Replies – YesWare gives 7 examples of cold emails that get replies.
Each example includes annotations, and a fill in the blank template you can copy.
45. 5 Cold Email Templates That Turn Your Contacts Warm As Toast – BananaTag provides 5 email copywriting
templates that you can fill in yourself, along with general tips on writing cold emails.
46. 5 Cold Email Templates – The Close.io blog describes 5 cold email copywriting templates you can use to get
warm leads. They also share some high converting copywriting formulas for cold email subject lines.
47. 5 Steps to Write a Cold Email That Converts New Clients – Ryan Robinson has three cold email templates
used for getting clients, and describes how to use them and follow up. The email copywriting templates are
also available as a free download.
48. Cold Email Template Issues – Leadfuze has collected 5 cold email examples to use in different
circumstances, such as following up after a voicemail. Since the article explains why they work, you’ll be able
to apply these tactics to your own emails.
49. “Magic” Email Template – John Corcoran has a 72-word magic email template, available after you opt in.
There are also other email copywriting formulas available on the site.
50. 4 B2B Sales Principles Applied To Cold Email Templates – Right Hello applies the values of respect,
cheerfulness, transparency, and helpfulness to writing cold emails, and shows how these would work in a B2B
setting.
51. 26 Cold Email Examples Broken Down To Help You Write Your Own – Criminally Prolific’s Dmitry Dragilev
shares the impressive results he’s achieved with cold emails. He also provides templates with filled in
examples, and explains how and why they work.
52. 5 Cold Email Templates Sumo.com Used to Grow to $5 Million – Sumo shares 5 cold email templates for
business development, follow-ups, referrals and more.
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 49/50
1/9/2020 https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9…
This collection of copywriting templates and email swipe files doesn’t fit neatly into the categories above, but
there are still some gems you can use to improve your marketing. Enjoy!
62. Swiped.co Swipe File Archive – This site is a community where marketers, copywriters and business
owners can share inspiration. You can sort information by niche and by type of copywriting.
63. Ray Edwards’ Copywriting Cheatsheets – This site has 6 copywriting infographics and other guides on offer
when you opt in.
64. The Ultimate Guide to No-Pain Copywriting – Copyhackers has a huge copywriting guide that includes
copywriting formulas and templates.
65. The Copywriting Checklist – Mixergy has a 12 page PDF with a copywriting checklist and multiple
examples.
66. ACCA Fundraising Copywriting Formula – Looking for copywriting formulas for fundraising? On Agency
outlines the key formula for fundraising copy, and shows it in action on several sites.
67. Irresistible Invitation Emails for Webinars and Events – If you’re running a webinar, you’ll want to check
out this analysis of webinar email invitations.
68. Conquer Website Copywriting Using These 3 Templates –
Brolik provides three website copywriting templates you can use for your web copy, plus a Google Doc you can
use to create your own copy.
69. SwipeFile.io – It’s definitely worth checking out Neville Medhora’s personal copywriting swipe file,
including examples for headlines, print ads, about pages, pricing pages, direct mail, and much more.
For More Resources Hop On Over to http://2xn.co to Learn How to Make Money With These Strategies
https://docs.google.com/document/d/e/2PACX-1vSQq2QORpDuzXi1H3XqW4MGFKMaK2jEf6cGkBIgkhWZXoWcPjQD0X-P-NAG6A9ygDSiuN… 50/50