8 Best Copywriting Formula You Will Need

Copywriting Formula

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While writing a copy, you might struggle to choose the right words to present your ideas, or sometimes you might feel that there are way too many of them to put into words. This may make the process tiring and uninteresting. But here is good news for you all!


Copywriting experts have developed some useful copywriting formula that will make the process simpler and more interesting.

To write a compelling copy and attract the audience towards your content, here are a few proven copywriting formulae:

1. FAB:

Features: State what you are offering to your customers, what characteristics your product/service contain, and how it can be useful for them.

Advantages: Highlight the main points of your product/service that will make the customer choose your product over your competitors.

Benefits: State the benefits of using your products, like, the customer might lose weight, ace up his/her typing speed. State what change your services will bring in the customer’s life.

2. BAB

Before: Describe the customer’s problem, which he hasn’t realized yet until he uses your product/service.

After: State how the customer will feel after he/she adopts your suggested solutions, i.e make them picture a painful situation and problem-free situation.

Bridge: Present your solution to them. It may be registering for your online course, signing up for a free trial, or making a purchase.

3. The 4P’s formula:

Picture: Make the customers imagine a scenario that they might wish for in their lives or a problem they might be face in the future.

Promise: State how you can help them; how your offering would make their wish come true or save them from the problem.

Prove: Demonstrate that you fulfill your promise. It can be done by demonstrating how people have trusted you in the past and have not been disappointed, how your customers prefer your brand.

Push: Make the customer commit to you; make them opt for your product/service.

4. The 4U’s formula:

Useful: Your copy should provide benefit to readers. It should address their issues or add to their knowledge.

Urgent: Urgency attracts user attention and makes them think that the copy is relevant to them.

Unique: If, by reading your copy, the users feel that they have come across similar kinds of content before, they will not pay attention to your copy.

Ultra-specific: Make your copy more interesting by using numbers, stating facts and breaking down the content into steps.

5. The 4C’s formula:

Clear: The copy should not be ambiguous. Also, a copy that keeps jumping from one point to the other without showing a clear meaning distracts the readers.

Concise: Try to communicate to the reader your message in as few words as possible.

Compelling: Your copy should derive the reader to take action. One of the tricks that can be used here is making your copy personal and reader-centric.

Credible: Give the audience reasons to trust your brand, like you offer a warranty or a money-back guarantee.

6. AIDA:

Attention: Grab the reader’s attention, for example, by highlighting a distinguishing feature of your product/service, some brand promotion.

Interest: Make the readers engage in your message.

Desire: Create a desire in the reader that they may want to act to your offer.

Action: At this stage, you make the readers your buyers. State the course of action the reader needs to follow to purchase your product/service, register for your course.

7. “So what?” formula:

You have an easy way to analyze whether your copy is useful. It is to ask yourself, “so what?” after you have written your copy. If you come up with a satisfactory answer, your copy is worth posting/publishing and if you don’t, you will have to work on it.

 The answer to the question must enable you to list the benefits of the product/service in detail.

8. The “objections” formula:

It is a very common case that the readers come up with reasons not to read your copy or buy your product/service. You have to overcome these reasons in your writing.

Anticipate what objections the readers might come up with when deciding to purchase your product/service, clicking on a link, or subscribing to your articles, and overcome them in your writing.

For example, you might address some common objections in your writing and suggest solutions to them:

  • I’m short on time. – it just takes 10 minutes
  • I’m short on funds – it’s not too expensive
  • I don’t think it will be useful for me – we offer a money-back guarantee.

These methods guarantee you a pleasant writing experience combined with drafting some attention-grabbing and motivating content. Many copywriters use the formulas to frame their content and develop something that is relevant and enticing. These are tried and tested formulae that guarantee the writers to build an interesting message.

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