31 Copywriting Formulas That Will Boost Your Conversions

Copywriting formulas are the backbone of any successful digital marketing strategy. Whether writing for a website, email marketing campaign, social media post, or publishing any digital ads, using proven copywriting formulas can help persuade potential customers to take action and increase your conversions. 

Conversions can take many forms depending on your marketing goals, such as getting people to sign up for a newsletter, fill out a contact form, download a whitepaper, make a purchase, or engage with your content on social media.

In this post, we’ll explore the top copywriting formulas you can use to enhance your digital marketing efforts and drive more conversions across all your channels.

Copywriting Vs. Content Writing: What is The Difference?

Before diving into the most effective copywriting formulas, it’s important to distinguish between copywriting and content writing. 

While you can sometimes use the two terms interchangeably, they refer to types of writing that serve different purposes in digital marketing.

Copywriting uses words to persuade people to take a specific action, such as buying a product, signing up for a service, or downloading an e-book. 

Copywriting aims to use language to drive conversions and increase sales. It requires a deep understanding of the audience, your product or service, and the marketing channels used to promote it. 

On the other hand, content writing is the practice of creating valuable, informative, and engaging content that educates and entertains your audience. 

You can use content writing to build a relationship with your audience by providing valuable information, insights, and stories that resonate with them. 

Content writing aims to establish trust, authority, and credibility with your audience, which can lead to increased brand awareness, social media engagement, and inbound traffic. It doesn’t necessarily aim to sell something.

While copywriting and content writing serve different purposes, they are valuable for a successful digital marketing strategy. They complement each other in many ways. 

For example, a well-written blog post can help establish your brand as an authority in your industry while providing opportunities to include clear calls to action (CTAs) that drive conversions. Similarly, a powerful landing page can persuade people to buy your product while providing valuable information about its features and benefits.

Should you focus on copywriting or content writing to see conversions through your content? The answer is both. 

By combining the persuasive power of copywriting with the value and engagement of content writing, you can create content that drives conversions and establishes a long-term relationship with your audience.

Both copywriting and content writing are essential for a successful digital marketing strategy. When you combine these strategies with the content batching strategy, you may present content that resonates with your audience, thus leading to conversion opportunities.  

Why Use Copywriting Formula?

Copywriting formulas are an excellent tool for improving the effectiveness of your digital marketing campaigns. Here are a few key reasons why you should consider using them:

1. They help you focus on the customer: Copywriting formulas guide you to understanding your target audience’s needs, desires, and pain points. By understanding your audience better, you can create copy that resonates with them, speaks to their concerns, and motivates them to take action. You can do so by preparing your customer persona before writing your copy. 
2. They provide structure: Copywriting formulas give a clear and organized system for your copy, making it easier to write, read, and understand. You don’t need to worry about what to say at the beginning of your copy, what to say in the middle, or how to end it. You can simply follow the copywriting formula, and your copy will come out better.
3. They create consistency: Copywriting formulas help ensure your copy remains consistent in tone, style, and message. Using this strategy, you can create copy that sounds like it’s coming from the same person every time, which helps build trust and credibility with your audience.
4. They encourage action: The main goal of copywriting formulas is to persuade readers to take a specific action, such as purchasing, signing up for a newsletter, or downloading an e-book. Copywriting formulas help you create persuasive copy that motivates your readers to perform a specific call-to-action (CTA).
5. They save time: When you’re trying to write without a copywriting formula, it can be easy to get stuck or to waste time figuring out what to write. Copywriting formulas can help you avoid writer’s block, save time, and create compelling copy more quickly.

Using copywriting formulas can help you create copy that is more customer-focused, persuasive, and effective at achieving your marketing goals. In the next section, we’ll explore some of the most effective copywriting formulas you can use to achieve these results.

31 Copywriting Formulas to Boost Conversions

Here is the list of tested copywriting formulas that you can try for your next copy on a website or other landing pages, product description, email marketing, social media, digital or non-digital ads, or sales letters and direct mail:

AIDA

AIDA is one of the most commonly used copywriting formulas, and it stands for Attention, Interest, Desire, and Action. 

The copywriting formula uses the principle that you take customers through a series of stages before they take action, such as making a purchase or signing up for a service. 

The AIDA copywriting formula is a powerful way to communicate a product’s or service’s value and persuade customers to take action.

Let’s see each part of the AIDA copywriting formula, so you can see how it all works together.

Attention

First, we have “attention”. It is about grabbing your audience’s attention with a killer headline or opening line. Think of it as your chance to say, “Hey, you need to check this out!” You want to ensure your headline is engaging, relevant, and speaks to the needs or wants of your target audience.

Interest

Next comes “interest”. Here, you need to build on the initial attention you’ve captured and keep your audience engaged. Share more details about your product or service, like the features or unique selling points. You can explain how your product or services can help solve their problems or fulfill their desires, and the trick is to keep them wanting to know more.

Desire

Now, we move on to “desire”, where you turn up the heat and make your audience want your product or service. Paint a picture of how your offering will improve your audience’s life, and show them how it meets their needs or desires. You can use storytelling, examples, or emotional language to connect with them and make them feel they can’t live without your offering.

Action

Finally, we’ve got “action”, where you encourage your audience to take the next step, whether by purchasing, signing up for a newsletter, or contacting you for more information. Be clear and specific about the action you want your audience to take, and make it easy. You can also use techniques like limited-time offers or bonuses to create a sense of urgency and encourage them to act now.

Let’s look at an example where you want to create a Facebook ad copy using the AIDA copywriting formula to promote a running shoe product. 

Example:

• Attention: Upgrade your running game with our high-quality shoes.
• Interest: Designed with state-of-the-art technology, our shoes provide maximum support and cushioning.
• Desire: Experience unparalleled performance and comfort with our sleek running shoes.
• Action: Order now for free shipping and a 30-day money-back guarantee. Upgrade your running today!

AIDCA

AIDCA is another variation of the AIDA copywriting formula, with the acronym for Attention, Interest, Desire, Conviction, and Action. This variation adds an extra step in the middle, where you convince customers that the product or service is the right choice for them.

Attention – Interest – Desire

The first two stages of AIDCA are the same as the classic AIDA copywriting formula, whose goal is to capture the customer’s attention and spark their interest in the product or service. The third stage is “desire”, where you emphasize the product or service’s benefits to create a strong desire in the customer to own or use it.

Conviction

The fourth stage, “conviction”, is where the customer is convinced that the product or service is the right choice for them. This strategy involves addressing any objections or concerns the customer may have and providing evidence to support the claims about the product or service. This stage helps to build trust and credibility with the customer.

Action

The final stage of AIDCA is “action”, where the customer is prompted to take action, such as purchasing or signing up for a service. The call-to-action should be clear and easy to follow and should emphasize the benefits the customer will receive by taking action.

The AIDCA copywriting formula is particularly effective for products or services that require a higher degree of persuasion or decision-making on the part of the consumer. By providing social proof and other convincing evidence, you can create a stronger case for why your product or service is the best choice, leading to higher conversions and more satisfied customers.

Let’s look at an example where you want to create a product page to promote a running shoe product using the AIDCA.

Example:

• Attention: Introducing our latest running shoe – the perfect blend of style and function for runners of all levels.
• Interest: Designed with the latest technology, our running shoes offer superior cushioning, stability, and foot support. The breathable upper and durable outsole make them perfect for any terrain.
• Desire: Our running shoes will help you take your running to the next level with their sleek design and exceptional performance. Say goodbye to tired, sore feet and hello to a more comfortable and enjoyable running experience.
• Conviction: Join the thousands of runners who have already switched to our premium running shoes to experience their highest standards of comfort and durability.
• Action: Don’t wait any longer to upgrade your running game. Order now and take advantage of our free shipping and easy returns. 

IDCA

The IDCA copywriting formula stands for Interest, Desire, Conviction, and Action. It’s a variation of the AIDCA copywriting formula but with the attention element removed. The rationale is that when someone visits your landing page, like a website, or opens your email, you have already captured their attention, so there’s no need to focus on that aspect again.

Here’s a brief explanation of each component in the IDCA copywriting formula:

Interest

This stage is about piquing the audience’s interest in your product or service. You want to present information that resonates with your audience’s needs, wants, or preferences, making them more inclined to learn about your offering. To generate interest, you can use intriguing headlines, surprising facts, or compelling questions that relate to your target audience’s pain points or aspirations.

Desire

The “desire” stage is about creating a solid emotional connection with your audience by emphasizing your product or service’s benefits and unique features. Your goal here is to make your audience want what you’re offering by demonstrating how it can improve their lives, solve their problems, or fulfil their needs. To build desire, use persuasive language, vivid imagery, and compelling examples that illustrate the advantages of your product or service.

Conviction

Conviction is when you provide evidence to support your claims and reinforce the audience’s belief in your offering. This step is crucial for building trust and confidence in your product or service. To establish conviction, you can include testimonials, case studies, expert endorsements, data, or any other proof points that validate your claims and demonstrate the effectiveness of your offering.

Action

Finally, the “action” stage is where you direct your audience to take a specific action, such as purchasing, signing up for a newsletter, or contacting you for more information. Your call to action should be clear, compelling, and easy to follow, making it simple for your audience to take the desired step.

Using the IDCA copywriting formula, you can create persuasive copy that effectively guides your audience through becoming interested in your offering, developing a desire for it, gaining conviction in its value, and ultimately taking action.

This approach is beneficial when you already have your audience’s attention, allowing you to focus on nurturing their interest and leading them toward the desired outcome.

Look at the copy example below where you are writing a Facebook ad copy to promote a running shoe product. 

Example

(Interest)

🏃‍♂️👟 Discover the Ultimate Running Experience with UltraBoost Runner Shoes! 👟🏃‍♀️

(Desire)

💥 Are you tired of uncomfortable, ill-fitting running shoes holding you back? Introducing the UltraBoost Runner, designed to provide unparalleled comfort and support for every step of your run!

🌟 Experience the lightweight design and responsive cushioning that has countless runners raving about their improved performance and personal bests.

(Conviction)

🔥 Join Emma and thousands of satisfied customers who’ve switched to UltraBoost Runner shoes. They love the sleek design, vibrant colors, and long-lasting durability.

💯 Don’t just take our word for it! Check out the glowing testimonials and see why the UltraBoost Runner is the go-to choose for passionate runners everywhere.

(Action)

✅ Ready to elevate your running game? Click “Shop Now” to purchase your UltraBoost Runner shoes today and unlock your full potential on the track!

AIDPPC

AIDPPC stands for Attention, Interest, Description, Persuasion, Proof, and Close, another variation of the AIDA copywriting formula.

Attention – Interest

The first two stages of AIDPPC are the same as the classic AIDA copywriting formula, whose goal is to capture the customer’s attention and spark their interest in the product or service.

Description

The third stage, “description”, emphasizes the importance of providing a detailed and compelling product or service description. This stage can include features, benefits, unique selling points, and any relevant details that help differentiate the product or service from competitors.

Persuasion

The fourth stage, “persuasion”, focuses on building a connection with the customer and persuading them that the product or service is the right choice for them. You can achieve this goal by highlighting the product or service’s benefits, addressing any concerns or objections the customer may have, and using persuasive language to create a sense of urgency or excitement.

Proof

The fifth stage, “proof’, involves providing evidence to support the claims about the product or service. This stage can include testimonials from satisfied customers, statistics or data that show the product or service’s effectiveness, or any other evidence that helps build credibility and trust with the customer.

Close

The final stage, “close,” emphasizes the importance of closing the deal and prompting the customer to take action, such as making a purchase or signing up for a service. You can achieve this goal by using a clear and compelling call to action that emphasizes the product or service’s benefits and creates a sense of urgency or excitement.

Let’s look at an example where you want to create an email promoting your running shoe product using the AIDPPC copywriting formula.

Example:

Subject Line: Get Ready to Run Like Never Before with Our Revolutionary Running Shoes

Dear [Name],

Are you tired of uncomfortable running shoes that fail to provide the support and protection your feet need during a run? We design our running shoes to give you the ultimate running experience with unparalleled comfort, support, and performance.

(Attention) Introducing our revolutionary running shoes – engineered with the latest technology to help you achieve your running goals and improve your performance like never before.

(Interest) Our running shoes are made from the highest quality materials, including breathable mesh and durable rubber soles that provide excellent traction and durability. They feature a lightweight and flexible design that molds to the shape of your foot, providing unparalleled comfort and support.

(Description) Our shoes come in various sizes and colors, making them suitable for everyone, from casual joggers to professional athletes. They also feature advanced cushioning technology that helps to absorb shock and reduce the impact on your joints, making them ideal for runners who suffer from joint pain or injuries.

(Persuasion) But we understand that investing in high-quality running shoes can be a significant expense. However, consider the long-term benefits of investing in a quality pair of running shoes. 

Our shoes are made from high-quality materials designed to last, so you won’t need to replace them as frequently as lower-quality shoes. In the long run, our shoes may save you money by reducing the need to purchase new shoes as often. 

We also offer a 30-day money-back guarantee, so if you’re not completely satisfied with your purchase, you can return them for a full refund. We are confident you will love our running shoes, but we understand everyone has different needs and preferences. We stand behind our product and offer a no-risk purchase experience.

(Proof) Our shoes have been tested and approved by runners of all levels, who have praised their performance, comfort, and durability. Click here to check out the testimonials from our satisfied customers who have seen a significant improvement in their running performance and comfort level after wearing our shoes. You can trust our shoes to provide the comfort and support you need to excel at your next race.

(Close) So, if you want to take your running to the next level and enjoy a comfortable and supportive run every time, try our running shoes today. Order now and receive free shipping on your first purchase. Don’t wait. Grab your pair of running shoes now! 

Thank you for your time and consideration.

Best regards,

[Your Name]

FAB

FAB copywriting formula is famous technique marketers and copywriters use to create persuasive and compelling copy that resonates with their target audience. 

FAB stands for Features, Advantages, and Benefits. The copywriting formula is based on the principle that customers make purchase decisions based on the benefits a product or service can provide them. 

The FAB copywriting formula is a simple yet powerful way to communicate the value of a product or service and persuade customers to take action.

By emphasizing the product’s key benefits and showing it in use, you can generate excitement and interest and motivate potential customers to take action. Your YouTube video will then provide proof of your claim on the Instagram post and take your audience further into the next stage of your sales funnel. Read more about this copywriting formula here. 

PAS

PAS stands for Problem-Agitate-Solve, and the copywriting formula is based on the principle that people are more likely to take action and purchase when they feel like their problems are understood and solved. The PAS copywriting formula is a powerful way to use in copywriting for social media to connect with customers, identify their pain points, and offer solutions that address those pain points.

Problem

The first step in the PAS copywriting formula is identifying the problem or pain point your target audience is experiencing. This pain point could be a common challenge, frustration, or concern your product or service can solve. By identifying the problem, you can demonstrate that you understand your audience’s needs and can provide a solution that addresses their specific issue.

Agitate

Once you’ve identified the problem, the next step is to agitate it by emphasizing the negative consequences or impact of the problem. This strategy can build urgency and create a sense of discomfort or dissatisfaction that motivates the customer to take action. Agitating the problem can involve using vivid and emotive language to paint a picture of the negative consequences of the problem and to create a sense of urgency and desperation in the customer’s mind.

Solve

Finally, the solution is presented as the answer to the problem. In this stage, you highlight the benefits and advantages of your product or service and how it can effectively solve the customer’s problem. You present the solution to alleviate the customer’s pain and provide a better, more satisfying outcome.

Example

Below is an example of Google ad copy to promote a running shoe using the PAS Formula:

• Problem: Tired of running in discomfort and pain?
• Agitation: Avoid discomfort holding you back from reaching your fitness goals.
• Solution: Run with confidence in our comfortable and supportive shoes.
• Call-to-Action: Order now and experience pain-free runs.

Before-After-Bridge

BAB is a copywriting formula for Before, After, and Bridge. This copywriting formula is often used for writing sales letters or other types of direct response copy.

Before

The first step of the BAB copywriting formula is to describe the customer’s current situation “before” using the product or service. This stage can include defining the problems or pain points that the customer is experiencing, as well as any frustration or dissatisfaction they may be feeling.

After

The second step of BAB copywriting formula is to describe the customer’s situation “after” using the product or service. This stage involves highlighting the benefits and positive outcomes that the customer can expect to experience as a result of using the product or service.

Bridge

The third step of BAB copywriting formula is to “bridge” the gap between the customer’s current situation and the desired outcome by explaining how the product or service can help them achieve their goals and overcome their problems.

Overall, the BAB copywriting formula is a powerful tool for creating copy that resonates with customers by acknowledging their pain points and demonstrating how a product or service can provide a solution.

Following the BAB copywriting formula, you can write more compelling copy that drives sales and engages customers.

Look at the following example of a sales email sent to your newsletter subscribers who have not purchased any running shoe products from you. 

Example

Subject Line: Before you run again, read this.

Dear [Subscriber Name],

Are you tired of feeling discomfort and pain every time you go for a run? Are you looking for the perfect running shoes to help you reach your fitness goals? If so, I have something that could help.

(Before) 

You may have tried other running shoes in the past, but they never quite felt right. You’ve dealt with blisters, aching feet, and a lack of support that has made your runs less enjoyable than they should be. But it doesn’t have to be that way.

(After)

Imagine a pair of running shoes that can provide the support and comfort you need to run confidently. You can run longer and faster with the right shoes without worrying about discomfort or injury.

With our running shoes, you’ll experience new comfort and support. Our shoes are designed to fit your feet perfectly, featuring breathable mesh, cushioned soles, and superior arch support. You’ll feel like you’re running on clouds, with no pain or discomfort to hold you back.

(Bridge)

Our running shoes are the solution you’ve been looking for. With our unique discount code SHOES30%, you can get 30% off your order if you act within 48 hours of receiving this email. It’s the perfect opportunity to try our shoes and see the difference they can make.

Take advantage of this chance to elevate your running experience. Order now and take the first step towards pain-free, enjoyable runs.

Sincerely,

[Your Name]

The Four C’s

The Four C’s is a copywriting formula that focuses on creating clear, concise, compelling, and credible content. This copywriting formula is to help you write both effective and engaging copy that you can use in various marketing and advertising materials.

Clear

The first C, “clear”, emphasizes the importance of communicating a clear message to your reader. This stage means avoiding jargon or technical language that may confuse your reader and focusing on simple, easy-to-understand language that conveys your message.

Concise

The second C, “concise”, emphasizes the importance of keeping your message short and to the point. This stage means you must avoid unnecessary words or phrases that may distract or confuse your reader and focus on delivering your message in as few words as possible.

Compelling

The third C, “compelling”, emphasizes creating engaging and persuasive copy. You can achieve this goal by using language that makes sense of urgency or excitement, highlighting the benefits of your product or service, and using storytelling or emotional appeals to connect with your reader.

Credible

The fourth C, “credible”, emphasizes the importance of building trust and credibility with your reader. Provide evidence to support the claims you made about your product or service, such as testimonials from your satisfied customers or statistics that show the effectiveness of your product or service.

Example

Look at the following example of a digital billboard copy to promote a running shoe product.

• Clear (Headline): Run in Comfort.
• Concise: Get support and comfort with our shoes.
• Compelling: Elevate your run with high-quality shoes.
• Credible: Trusted by runners, satisfaction guaranteed.

4Ps

Imagine you’re trying to convince someone to buy something or sign up for a service. You can use the 4Ps copywriting formula to make your pitch more persuasive. The 4Ps stand for Promise, Picture, Proof, and Push. Let me break it down for you.

Promise

First, you’ve got the “promise”. This stage is like your big, bold statement saying, “Hey, look at what we’ve got!” It’s where you tell people the main benefit they’ll get from your product or service. You want to make it specific and appealing to grab their attention.

Picture

Next up is the “picture”. Here’s where you paint a mental image in your audience’s mind, and you can use stories or examples to make it more relatable. The idea is to make them feel something since emotions play a big part in decision-making.

Proof

Now, you need to back up your claims with “proof”. You can’t just say your product is fantastic and expect people to believe you. You need evidence, like testimonials from happy customers, expert endorsements, or stats that show your product’s success. This strategy helps to build trust and credibility.

Push

Finally, there’s the “push”. In this stage, you tell people what you want them to do and motivate them to act. You can use things like limited-time offers, deadlines, or special deals to create a sense of urgency. Just ensure the action you want them to take is clear and straightforward.

Let’s create an example of an Instagram carousel ad for a running shoe product using the 4Ps copywriting formula. 

Example

Here’s a possible ad copy for each slide in the carousel:

Slide 1 – Promise:

Headline: “Experience Unmatched Comfort & Speed 🏃💨”

Subtitle: “Introducing the Niko UltraBoost Runner, designed for top performance.”

Slide 2 – Picture:

Caption: “Imagine your perfect run 🌄”

Description: “Feel the breeze on your face as you glide effortlessly through your favorite route. Our UltraBoost Runner shoes provide unparalleled comfort and support, allowing you to conquer any terrain and break your records.”

Slide 3 – Proof:

Caption: “Trusted by pros, loved by runners 🏆”

Description: “Join the thousands of athletes and casual runners who’ve experienced the incredible benefits of our UltraBoost Runner shoes. Check out these rave reviews from professional marathoners and everyday enthusiasts.”

[Include short testimonials or user-generated content, such as photos of happy customers wearing the shoes.]

Slide 4 – Push:

Caption: “Limited-time offer: Don’t miss out! ⏰”

Description: “Upgrade your running experience with the Niko UltraBoost Runner. Use code ULTRABOOST20 for 20% off your purchase for the next 48 hours. Click the link in our bio to shop now!”

In this example, we started with a clear promise of comfort and speed, painted a picture of the ideal running experience, offered proof through testimonials, and ended with a push that included a limited-time discount code to create a sense of urgency.

Besides being effectively used for social media, the 4P’s copywriting formula is also robust to craft copywriting for websites. Read more here. 

The 7 Ps

The 7 Ps is a comprehensive copywriting formula to help you create persuasive and engaging content. This copywriting formula comprises seven components: Promise, Picture, Proof, Persuasion, Personalization, Price, and Push. 

While it shares some similarities with the 4 Ps copywriting formula, the 7 Ps formula includes additional elements, making it a more detailed approach to crafting a message that grabs your audience’s attention and encourages them to take action. 

Let’s dive into each component:

Promise

The first P, “promise”, is a common element in the 4 Ps and 7 Ps copywriting formulas. It involves making a factual claim or guarantee to your audience, outlining your product or service’s main benefit or advantage. Your promise should grab readers’ attention and make them want to learn more.

Picture

The second P, “picture”, is also found in both copywriting formulas. It involves painting a vivid mental image for your audience by describing a scene or telling a story. This stage helps your readers visualize how their lives would be improved by using your product or service, creating an emotional connection and making the benefits more tangible and appealing.

Proof

The third P, “proof”, is another shared element between the 4 Ps and 7 Ps copywriting formulas. It focuses on backing up your claims with solid evidence, such as testimonials, case studies, statistics, or research findings. Providing proof helps to build trust and credibility with your audience, making them more likely to believe in your product or service and take action.

Persuasion

The fourth P, “persuasion”, is unique to the 7 Ps copywriting formula. It involves using persuasive techniques and language to convince your audience that your product or service is the best choice. This stage can include addressing objections, emphasizing unique selling points, or using psychological triggers like scarcity or social proof.

Personalization

The fifth P, “personalization”, is another element of the 7 Ps copywriting formula. It involves tailoring your message to resonate with your target audience, which can include using familiar language, referencing shared experiences or values, or addressing your audience’s unique needs and desires. Personalization helps make your message more relatable and appealing to your readers.

Price

The sixth P, “price”, is also unique to the 7 Ps copywriting formula. It involves justifying the cost of your product or service by emphasizing its value, comparing it to competitors’ prices, or highlighting any discounts or special offers. By framing the price in terms of benefits or return on investment, you can help your audience see the actual value of your product or service.

Push

The final P, “push”, is a shared element between the 4 Ps and 7 Ps copywriting formulas. It involves motivating your audience to take action, which can include creating a sense of urgency, offering a limited-time promotion, or using a solid call to action. The ” push ” goal is to encourage your readers to act now rather than putting it off for later.

By incorporating the 7 Ps formula—Promise, Picture, Proof, Persuasion, Personalization, Price, and Push—into your copywriting, you can create a powerful message that captures your audience’s attention, addresses their needs and desires, and ultimately drives them to take action. 

While the 4 Ps copywriting formula shares some core components with the 7 Ps formula, the 7 Ps provides a more comprehensive approach by including additional elements that help you address potential objections, tailor your message to your target audience in marketing, and justify the cost of your product or service. 

Look at an example below where you want to write a product description using the 7 Ps copywriting formula for your running shoe products that you list on an online marketplace. 

Example 

Title: Niko UltraBoost Runner: Experience Unmatched Comfort and Performance in Every Step

(Promise)

Discover the ultimate running experience with the Niko UltraBoost Runner, designed to provide unparalleled comfort, support, and durability for runners of all levels.

(Picture)

Imagine effortlessly gliding through your daily runs, feeling the perfect balance of cushioning and support as your feet hit the pavement. With the UltraBoost Runner, you’ll feel like you’re running on clouds, making each stride smoother and more enjoyable.

(Proof)

Thousands of satisfied customers have already switched to the UltraBoost Runner, raving about the noticeable difference in comfort and performance. Professional athletes and casual runners praise the shoe’s innovative design and top-quality materials, making it a popular choice for those seeking the perfect running companion.

(Persuasion)

Don’t let your old, worn-out shoes hold you back any longer. The UltraBoost Runner’s unique combination of lightweight materials, advanced cushioning technology, and superior traction sets it apart from other running shoes. Experience the difference yourself and see how the UltraBoost Runner can take your running game to the next level.

(Personalization)

As fellow runners, we understand the importance of finding the perfect shoe that fits your unique needs and preferences. That’s why the UltraBoost Runner is available in a wide range of sizes and colors so that you can find the perfect match for your style and running goals.

(Price)

The UltraBoost Runner offers exceptional value for a premium running shoe, giving you the perfect blend of comfort, performance, and durability. With your investment in the UltraBoost Runner, you’ll be making an intelligent choice for your running journey. Enjoy additional perks such as free shipping and hassle-free returns, ensuring complete satisfaction with your purchase.

(Push)Take advantage of the opportunity to transform your running experience. Upgrade to the Niko UltraBoost Runner today and feel the difference for yourself. Order now and enjoy the ultimate running experience in just a few days!

Incorporating the 7 Ps copywriting formula, this product description highlights the promise of unmatched comfort and performance, paints a vivid picture of the running experience, provides proof from satisfied customers, persuades readers of the shoe’s unique benefits, personalizes the message for fellow runners, justifies the price, and pushes potential customers to make a purchase.

The 4 U’s

The 4 Us is a helpful copywriting formula designed to create engaging and persuasive content focusing on four key aspects: Useful, Unique, Ultra-specific, and Urgent. By incorporating these elements into your copy, you can craft a compelling message that captures your audience’s attention and encourages them to take action. 

Let’s break down each of these elements:

Useful

The first U, “useful”, highlights the importance of providing value to your audience. Your copy should demonstrate how your product or service can solve their problems or improve their lives. Focus on the benefits your offering provides and explain how it meets their needs or desires. The more helpful and relevant your content is, the more likely your audience will engage with it and ultimately take action.

Unique

The second U, “unique”, emphasizes distinguishing your product or service from the competition. Show your audience why your offering is different and why they should choose you over others. You can do this by emphasizing your product’s unique features, exclusive benefits, or innovative aspects.

Ultra-specific

The third U, “ultra-specific”, encourages you to be as specific and concrete as possible in your copy. Providing precise details, like numbers, stats, or examples, helps build credibility, makes your claims more believable, and shows your audience you know what you’re talking about.

Urgent

The fourth U, “urgent”, focuses on creating a sense of urgency in your copy to encourage immediate action. You can achieve this by using time-sensitive offers, like limited-time discounts or special promotions. The goal is to make your audience feel like they’ll miss out on something great if they don’t act now.

By following the 4 Us copywriting formula—Useful, Unique, Ultra-specific, and Urgent—, you can create a powerful message that grabs your audience’s attention and keeps them engaged and motivated to take action.

Look at the following copy for a YouTube video ad using the 4Us copywriting formula to promote a running shoe product. You can use the copy as the storyboard for the YouTube video. 

Example

Scene 1 – Useful (0:00-0:03)

Visual: A runner struggling in their old, worn-out shoes.

Voiceover: “Uncomfortable running shoes?”

Scene 2 – Useful (0:04-0:06)

Visual: A close-up of your running shoes, the Niko UltraBoost Runner.

Voiceover: “Meet the Niko UltraBoost Runner!”

Scene 3 – Unique (0:07-0:12)

Visual: Runners wearing UltraBoost Runner shoes to run through various terrains effortlessly.

Voiceover: “Experience lightweight comfort and top performance.”

Scene 4 – Ultra-specific (0:13-0:18)

Visual: Close-ups of the shoe’s unique features, such as the cushioning, sole, and upper material.

Voiceover: “Innovative cushioning, non-slip sole, and durable mesh upper.”

Scene 5 – Urgent (0:19-0:24)

Visual: A countdown timer and a limited-time offer banner.

Voiceover: “Get 20% off with code ‘RUN20’ – valid for 48 hours only!”

Scene 6 – Call to Action (0:25-0:30)

Visual: Display A “Shop Now” button and the website URL on the screen.

Voiceover: “Upgrade your run! Click the link in the description now.”

In this example, we started with a helpful introduction highlighting the problem and presenting your running shoes as the solution. We then showcased the unique features of your product, provided ultra-specific details about its design and benefits, and ended with an urgent, limited-time offer to encourage immediate action. The call to action at the end directs viewers to the website where they can purchase the shoes.

ACCA

The ACCA copywriting formula is another valuable framework for creating compelling content that engages your audience and encourages them to take action. ACCA stands for Awareness, Comprehension, Conviction, and Action. Following these four steps in your copy can guide your audience through a logical and persuasive journey that leads to the desired outcome. 

Let’s explore each component in more detail:

Awareness 

The first step, “awareness”, is about grabbing your audience’s attention and sparking their interest. You can achieve this goal using a strong headline, an intriguing image, or a captivating opening sentence. The goal is to make your audience aware of your product or service and pique their curiosity to continue reading or watching your content.

Comprehension

The second step, “comprehension”, involves helping your audience understand the benefits and features of your product or service. In this stage, you provide clear, concise information that addresses your audience’s needs and desires. Using simple language and focusing on the most critical aspects of your offering, you can help your audience grasp the value your product or service provides.

Conviction

The third step, “conviction”, is building trust and credibility with your audience. You can provide proof or evidence to support your claims, such as testimonials, case studies, research findings, or statistics. Addressing potential objections or concerns can help your audience feel more confident about choosing your product or service. The goal here is to persuade your audience that your offering is their best choice.

Action 

The final step, “action, ” is about motivating your audience to take the desired action. You can achieve this goal by using a solid call to action, creating a sense of urgency, or offering an incentive, such as a discount or limited-time offer. The goal is to encourage your audience to act now rather than delay the decision.

By following the ACCA copywriting formula—Awareness, Comprehension, Conviction, and Action—you can create a persuasive message that guides your audience through a logical process, addressing their needs and concerns and ultimately leading them to take the desired action.

Let’s see how to incorporate the ACCA copywriting formula into the actual action of copywriting. 

Example

Imagine that you are writing a landing page copy for audiences who have clicked the link on your Facebook ad that promote a running shoe product.

Headline (Awareness):

Discover Your Perfect Running Partner: The Niko UltraBoost Runner

Sub-headline:

Experience Unmatched Comfort and Performance on Every Run

[Hero Image: A visually appealing photo of the UltraBoost Runner, showcasing the shoe’s design and highlighting its features]

Section 1: Comprehension

Introducing the Niko UltraBoost Runner: A game-changer in running shoe technology designed to meet the needs of runners at every level. Our innovative design combines cutting-edge materials and advanced cushioning systems to provide unparalleled support, comfort, and durability.

Revolutionary Cushioning: Our exclusive UltraBoost technology provides the perfect balance of support and softness, reducing the impact on your joints and making every stride smoother.

Breathable, Lightweight Materials: Stay relaxed and comfortable with our specially engineered mesh fabric for maximum airflow and flexibility during your run.

Superior Traction: The UltraBoost Runner’s high-performance outsole ensures optimal grip on various surfaces, keeping you stable and confident.

Section 2: Conviction

But don’t just take our word for it! Here’s what some of our satisfied customers have to say about their experience with the UltraBoost Runner:

[Testimonial 1: A quote from a happy customer describing how the UltraBoost Runner has transformed their running experience]

[Testimonial 2: Another quote from a satisfied customer highlighting the shoe’s comfort and performance benefits]

Section 3: Action

Take advantage of the opportunity to elevate your running game with the Niko UltraBoost Runner. Enjoy an exclusive 20% discount when you order through this landing page for a limited time. Click the button below to claim your deal and start experiencing the ultimate running experience today!

[CTA Button: “Get My 20% Discount Now”]

By utilizing the ACCA copywriting formula in this landing page example, you create a persuasive message that first grabs the audience’s attention with a strong headline and subheadline, helps them comprehend the benefits and features of the UltraBoost Runner, builds conviction through testimonials, and motivates them to take action with a limited-time offer and straightforward call to action.

The 6+1 Formula

The 6+1 copywriting formula, introduced by Danny Iny on Smashingmagazine.com, is an improvement on the traditional AIDA copywriting formula. It aims to address some of the shortcomings of the AIDA model by incorporating elements like context and credibility.

Here’s a revised breakdown of the 6+1 copywriting formula:

Context

This element answers the audience’s implicit questions, such as “Who are you, and why are you talking to me?” It establishes a connection with the audience and sets the stage for the message, making it feel more relevant and personalized.

Attention

This part is about grabbing the reader’s attention and piquing their interest, similar to the AIDA copywriting formula. You can use a strong headline, a surprising fact, or a compelling question to engage the audience and encourage them to continue reading.

Desire

This section focuses on building desire for the product or service by highlighting its benefits and unique features. It aims to make the audience want what you’re offering, much like the Interest stage in the AIDA copywriting formula.

The Gap

The Gap communicates the difference between what will happen if the audience does nothing and what will happen if they take advantage of your product or service. It emphasizes the consequences of inaction and the potential improvements your offering can bring, creating a sense of urgency.

Solution

This part introduces your product or service as the solution to your identified problem or needs, bridging the gap and leading to the desired outcome.

Call to Action

Like the AIDA copywriting formula’s action stage, this component directs your audience to take a specific action, such as purchasing, signing up for a newsletter, or contacting you for more information.

Credibility 

Unlike a standalone step, credibility is built throughout the messaging, enhancing trust and confidence in your offering. By incorporating testimonials, case studies, expert endorsements, and other evidence, you convince your audience that you can deliver on your promises.

Let’s consider a short text message copy using the AIDA copywriting formula:

“Hey there! Don’t miss out on our limited-time offer: Buy one pair of running shoes and get another at 50% off! Hurry, this deal ends tomorrow. Visit our website now to shop.”

This message employs the AIDA copywriting formula, grabbing attention with the limited-time offer, building interest and desire with the discount, and calling for action with a sense of urgency. However, it lacks context, leaving the audience wondering who the sender is, why they are contacting them, and whether they can be trusted.

By incorporating the 6+1 copywriting formula and adding context, you can improve the message:

“Hey [Name], it’s [Brand Name]! As a valued customer, we wanted to let you in on our exclusive deal: Buy one pair of running shoes and get another at 50% off. Don’t miss this limited-time offer—it ends tomorrow! Visit our website now to shop and enjoy your special discount.”

With this revision, the message now includes context by addressing the recipient by name and identifying the sender (the brand). It also establishes a connection by acknowledging the recipient as a valued customer, making the message more personalized and trustworthy.

Now, let’s check out another example using the 6+1 copywriting formula. In this example, imagine you are preparing a copy that you will send out to your e-newsletter subscribers. You are about to introduce a new running show product and offer a special price that applies only to your subscribers.

Example

Let’s see another example below. Imagine that you are about to write an email to your loyal subscribers using the 6+1 copywriting formula. 

Subject Line: Exclusive Offer for Our Loyal Subscribers: Introducing Our Latest Running Shoe at a Special Price!

“(Context)

Dear [Subscriber’s Name],

We hope you’re doing great! As a valued subscriber of Niko (the brand name), we’re excited to give you an exclusive first look at our brand-new running shoe, designed with your comfort and performance in mind.

(Attention)

Imagine stepping out for your daily run with a shoe that looks stylish and provides exceptional support and comfort. That’s what our innovative UltraBoost Runner (New Running Shoe Name) offers.

(Desire)

Featuring cutting-edge technology, our UltraBoost Runner has:

• Advanced shock absorption for maximum comfort during long runs
• Breathable materials to keep your feet cool and dry
• Lightweight design for effortless movement and agility
• Durable construction for enhanced longevity and reliability

(The Gap)

Don’t let outdated or uncomfortable running shoes keep you from reaching your full potential. You deserve the best, and our UltraBoost Runner is here to help you achieve new personal records and enjoy every mile along the way.

(Solution)

With UltraBoost Runner, you’ll experience the perfect blend of style, comfort, and performance. And, as a token of our appreciation for your continued support, we’re offering a special discount just for our loyal subscribers.

(Call to Action)

Click the link below to claim your exclusive subscriber discount and be among the first to experience the difference of our UltraBoost Runner! But act fast—this offer is available for a limited time only.

[Link to the product page with subscriber discount]

(Credibility)

Remember, Niko is committed to delivering the highest quality running gear, backed by thousands of satisfied customers and countless positive reviews. We’re confident that our UltraBoost Runner will exceed your expectations and help you take your running to new heights.

Best regards,

Joan

Niko – Chief of Product

In this email example, each component of the 6+1 copywriting formula is incorporated, providing context, grabbing attention, building desire, highlighting the gap, presenting the solution, including a clear call to action, and establishing credibility throughout the message.

AAPPA

The AAPPA copywriting formula is powerful for creating persuasive and engaging content. It stands for Attention, Advantage, Proof, Persuasion, and Action. 

These five elements work together to capture your audience’s interest, communicate the benefits of your product or service, provide evidence to support your claims, persuade your audience to believe in your offering, and finally, compel them to take action. This copywriting formula makes it an ideal approach for long-form content pieces and videos where you want to maintain your audience’s interest and maximize their engagement.

Let’s break down each component of the AAPPA copywriting formula:

Attention

First, the attention phase is about grabbing your reader’s or viewer’s interest immediately. You can use captivating headlines, solid opening statements, or intriguing visuals, and the goal is to make them want to learn more about what you’re offering.

Advantage

Next comes the advantage phase, where you highlight your product or service’s unique benefits and features. You want to communicate how it can solve your audience’s problems or improve their lives. This stage is your chance to differentiate your offering from your competitors and make your audience understand why they should choose you.

Proof

The proof phase is crucial because people can be skeptical. In this part, you provide evidence to back up your claims in the Advantage phase. This stage could include testimonials, case studies, reviews, or other supporting information demonstrating your product’s or service’s effectiveness.

Persuasion

Persuasion is the fourth element of the AAPPA copywriting formula. Here, you use emotional appeals and relatable storytelling to connect strongly with your audience. You want them to feel invested in your offering and believe it will benefit them. In this stage, you turn the advantage phase’s logical benefits into an emotional, relatable experience.

Action

Finally, the action phase is where you encourage your audience to take the next step, whether purchasing, signing up for a newsletter, or contacting you for more information. You can use clear calls-to-action, time-sensitive offers, or other incentives to create a sense of urgency and make them act.

Example

Now, let’s look at an example of using the AAPPA copywriting formula—assuming you are preparing a video for your Facebook ad to promote your running shoe products. Below is the storyboard you may use as a guideline. 

Ad Headline: “Unleash Your True Running Potential”

Video Storyboard:

Scene 1:

(Attention) 3 seconds: Close-up of a runner’s feet hitting the ground, wearing your running shoes.

Caption: Experience Unparalleled Comfort & Support.

Scene 2:

(Advantage) 4 seconds: Side view of the runner showcasing the lightweight design.

Voiceover/Caption: State-of-the-art technology for an unbeatable running experience.

Scene 3:

(Proof) 5 seconds: Split-screen of two runners, one wearing your shoes and the other wearing a competitor’s.

Voiceover/Caption: Join thousands of satisfied customers.

Scene 4:

(Persuasion) 5 seconds: Montage of people running in various environments, all wearing your shoes.

Voiceover/Caption: Conquer every mile with ease and confidence.

Scene 5:

(Action) 3 seconds: Clear shot of your running shoes, logo, and call-to-action button.

Voiceover/Caption: Click ‘Shop Now’ to explore our collection.

CTA Button: Shop Now

Total duration: 20 seconds

This 20-second video ad length is within the recommended range for Facebook, ensuring your ad remains engaging while providing enough information to convey your message using the AAPPA copywriting formula effectively.

AICPBSAWN

The AICPBSAWN copywriting formula is a comprehensive approach to crafting persuasive and engaging content. This method is beneficial when you want to create a strong connection with your audience and motivate them to take action. 

AICPBSAWN

stands for Attention, Interest, Credibility, Prove, Benefits, Scarcity, Action,

Warn, and Now. These nine components work together to draw your audience in,

establish trust, showcase the value of your product or service, and prompt them

to act.

Let’s break down each component of the AICPBSAWN copywriting formula.

Attention

First, the attention phase is designed to immediately grab your audience’s focus. You can achieve this stage by using compelling headlines, striking visuals, or powerful opening statements that spark curiosity and make people want to learn more about your offering.

Interest

In the Interest phase, you aim to engage your audience by providing valuable and intriguing information. By sharing interesting facts, stories, or insights, you can sustain their curiosity and make them eager to discover more about your product or service.

Credibility

Credibility is the third component of the AICPBSAWN copywriting formula. In this phase, you establish trust by showcasing your field expertise, experience, or authority. By demonstrating that you’re a reliable source of information, you can make your audience more receptive to your message.

Prove

Next, you’ll want to prove your claims. This stage involves providing evidence to back up your promises regarding your product or service. This stage could include testimonials, case studies, or data demonstrating your offering’s effectiveness.

Benefits

The benefits phase is where you highlight the advantages your audience will gain from using your product or service. Make sure to emphasize how these benefits address their specific needs and desires and how they can improve their lives.

Scarcity

Scarcity is a powerful motivator, and this is where it comes into play in the AICPBSAWN copywriting formula. By creating a sense of urgency through limited-time offers, exclusive promotions, or dwindling stock, you can encourage your audience to act quickly to avoid missing out.

Action

With the action phase, you provide a clear and compelling call-to-action (CTA) that guides your audience toward the next step, whether making a purchase, signing up for a newsletter, or contacting you for more information.

Warn

The warn phase is a gentle reminder of the potential consequences or drawbacks of not taking action. By emphasizing what your audience may lose or miss out on if they don’t act, you can further motivate them to move forward.

Now

Finally, the now phase reinforces the importance of immediate action. Using time-sensitive language or offers can create a sense of urgency that encourages your audience to act without delay.

Example

Let’s look at the following example to promote a running shoe product under the Niko UltraBoost Runner brand through an Instagram carousel post.

Slide 1 (Attention):

Image: A close-up of the running shoes, with a runner’s feet mid-stride, showcasing the shoe design and cushioning.

Caption: “Introducing Niko UltraBoost Runner: The Ultimate Running Experience Awaits 🏃‍♂️🔥”

Slide 2 (Interest):

Image: A side-by-side comparison of a runner wearing your shoes and a competitor’s, highlighting the difference in comfort and performance.

Caption: “Did you know that the right running shoes can significantly improve your performance and reduce the risk of injury? 🤔”

Slide 3 (Credibility):

Image: A collage of your brand’s achievements, such as favorable reviews, endorsements from professional athletes, or industry awards.

Caption: “With years of experience and research, [Your Brand] has earned the trust of top athletes and running enthusiasts worldwide. 🏆

Slide 4 (Prove):

Image: A testimonial or quote from a satisfied customer, accompanied by their photo, showcasing your running shoes’ impact on their

experience.

Caption: “Don’t just take our word for it – here’s what our customers have to say: ‘These shoes have been a game-changer for my running routine!’ 🌟”

Slide 5 (Benefits):

Image: An infographic or list highlighting the key features and benefits of your running shoes, such as lightweight design, advanced cushioning, or breathability.

Caption: “Experience the Niko UltraBoost Runner difference: ✅Unmatched comfort ✅Superior Support ✅Enhanced performance.”

Slide 6 (Scarcity):

Image: A visually appealing graphic or photo that conveys a special offer or promotion’s limited availability or time-sensitive nature.

Caption: “Hurry! Get 20% off your first pair of Niko UltraBoost Runner for a limited time. Don’t miss out on this exclusive offer! ⏰”

Slide 7 (Action):

Image: A clear shot of your running shoes, accompanied by a call-to-action that encourages users to visit your website or online store.

Caption: “Ready to transform your runs? Click the link in our bio to shop now and experience the Niko UltraBoost Runner difference. 🛍️”

Slide 8 (Warn):

Image: A contrasting visual highlighting the potential consequences of not choosing the right running shoes, such as discomfort or injuries.

Caption: “Don’t compromise on your running experience. Invest in your performance and well-being with Niko UltraBoost Runner. 🏃‍♀️👟”

Slide 9 (Now):

Image: A final call-to-action with a sense of urgency, showcasing the running shoes and encouraging users to act immediately.

Caption: “Take the first step towards better running today! Visit our online store and grab Niko UltraBoost Runner while stocks last. ⚡”

This Instagram carousel post effectively utilizes the AICPBSAWN copywriting formula to promote your running shoe product visually, engagingly, and persuasively. You can maintain your audience’s interest and encourage them to take action by including captivating images and concise, compelling captions.

QUEST

The QUEST copywriting formula is a targeted and results-oriented approach to crafting persuasive content that speaks directly to a specific audience. By following the five critical components of QUEST – Qualify, Understand, Educate, Sell, and Transition –you can create a strong connection with your readers, address their pain points, and position your product or service as the optimal solution to their needs.

Let’s take a look at each step.

Qualify

In this initial phase, you create content that appeals to select individuals most likely to benefit from your offering. By identifying your audience and narrowing your focus, you ensure that your message reaches those genuinely interested, increasing the effectiveness of your copy.

Understand 

Understanding your audience’s challenges, concerns, and desires is crucial to building rapport and trust. By showing empathy and acknowledging their struggles, you can create a connection that makes your audience more receptive to your message.

Educate

In this stage, you provide valuable information, insights, or tips that address your audience’s problem or enhance their knowledge. Educating them about issues they may not be aware of establishes you as an authority in your field and strengthens your credibility.

Sell

Once you’ve built trust and credibility, it’s time to present your product or service as the ideal solution to your audience’s needs. Emphasize the unique features and benefits that set your offering apart, and explain how it can help your audience overcome their challenges or achieve their goals.

Transition 

The final component of the QUEST formula involves guiding your audience toward the desired outcome or action. This stage can include providing a clear call to action, offering additional resources, or suggesting the next steps. Creating a smooth transition increases the likelihood that your audience will take the desired action and ultimately become satisfied customers.

Now let’s create an example using the QUEST copywriting formula to promote your running shoe product under the Niko UltraBoost Runner brand. Imagine that you will use this copy in an email campaign to a targeted audience of running enthusiasts.

Example

Subject Line: “Experience the Revolution in Running: Exclusive Offer for Dedicated Runners 🏃‍♂️”

Body:

Dear [First Name],

(Qualify)

As an avid runner, you understand the importance of choosing the right gear to optimize your performance and enhance your overall experience. We are thrilled to extend this exclusive offer to a select group of dedicated runners like yourself, who are committed to pushing their limits and achieving new personal bests.

(This section qualifies the audience by targeting dedicated runners who prioritize performance and understand the significance of the right gear.)

(Understand)

We know that finding the perfect pair of running shoes can be a challenge. Blisters, discomfort, and inadequate support are common issues runners like you face. 

(In this part, the email demonstrates an understanding of the reader’s challenges and concerns about finding suitable running shoes.)

(Educate)

Our extensive research and innovative technology have created a shoe with unparalleled comfort, support, and durability. The Niko running shoes are engineered to help you reach your full potential with features like advanced cushioning, lightweight materials, and exceptional breathability.

(Here, the email educates the reader about the unique features and benefits of the running shoes, explaining how the product can help them overcome their challenges.)

(Sell)

But don’t just take our word for it. Numerous professional athletes and running enthusiasts have experienced the Niko UltraBoost Runner difference and significantly improved their performance. 

(This section sells the product by sharing social proof, showing that professional athletes and running enthusiasts have successfully adopted running shoes.)

(Transition)

To start your journey towards better running, we invite you to take advantage of our limited-time offer: Use the promo code RUNNER20 at checkout to receive 20% off your first pair of the Niko UltraBoost Runner. Click the link below to explore our collection and find the perfect fit for your needs.

(The email concludes with a smooth transition, providing a clear call-to-action and an exclusive offer encouraging the reader to take the next step and purchase.)

[Shop Now Button]

Don’t miss this opportunity to elevate your running experience and achieve your goals with the Niko UltraBoost Runner. Act now, and let’s embark on this journey together.

Happy Running,

Joanna

The Niko

PASTOR

The PASTOR copywriting formula, devised by the renowned copywriter Ray Edwards, is a powerful and strategic approach to creating persuasive content that connects with your target audience. It is designed to address their problems, highlight the consequences of not taking action, and ultimately present your product or service as the ideal solution.

The six key components of the PASTOR copywriting formula include Problem, Amplify, Story, Testimony, Offer, and Response.

Problem

The first step in the PASTOR copywriting formula is to address the problem or pain point your readers are facing. By demonstrating an understanding of their challenges and needs, you establish empathy and a connection with your audience.

Amplify

Next, you need to show the consequences your readers might face if they do not buy your product or service. By emphasizing the negative impacts and creating a sense of urgency, you encourage your audience to take action and consider your solution.

Story

Telling a story may effectively engage your target audience and presents a solution to their problem. By crafting a compelling narrative showcasing your product’s benefits, you capture your readers’ interest and make your message more relatable.

Testimony

Providing unbiased reviews and testimonials is crucial in proving your product or service is excellent. By showcasing the positive experiences of previous customers or users, you build credibility and trust with your audience, making them more likely to consider your offering.

Offer

In this stage, you present your product or service and any additional bonuses or incentives clearly and appealingly. Your goal is to demonstrate the value of your offering and make it irresistible for your audience, emphasizing the benefits they will gain by taking action.

Response

Lastly, you must include a clear call to action that directs your readers toward the next step. Whether making a purchase, signing up for more information, or contacting you, your call-to-action should be easy to follow, maximizing the chances of conversion and success.

Example

Look at how you can incorporate the PASTOR copywriting formula into your copy. Imagine that you are writing copy for your landing page to promote a running shoe product under the brand Niko UltraBoost Runner.

Headline: “Discover the Ultimate Running Experience with Niko UltraBoost Runner”

Subheadline: “Unlock Your Full Potential and Conquer Every Mile with Unmatched Comfort and Support”

(Problem)

Are you tired of struggling with uncomfortable, ill-fitting running shoes that leave you with blisters and pain after every run? We understand the frustration of not finding the perfect pair to keep up with your passion for running and helping you achieve your goals.

(Amplify)

Imagine missing out on setting new personal records, feeling held back by your footwear, and risking potential injuries due to inadequate support. Don’t let your running shoes be the obstacle that prevents you from reaching your full potential and enjoying every moment of your runs.

(Story)

Meet Sarah, an avid runner who faced the same challenges as you. After countless trials with different running shoes, she stumbled upon the Niko UltraBoost Runner. Since then, her running experience has always been different. No more blisters, discomfort, or limitations – Sarah now enjoys every mile she runs and has achieved several personal bests.

(Testimony)

“Switching to the Niko UltraBoost Runner was a game-changer for me. The exceptional comfort and support have made my runs more enjoyable and helped me reach new heights in my performance. I can’t recommend these shoes enough!” – Sarah, Satisfied Customer.

(Offer)

Introducing the Niko UltraBoost Runner – the ultimate running shoe designed to provide unparalleled comfort, support, and durability. With our innovative cushioning technology, lightweight materials, and superior breathability, you can conquer every mile with ease and confidence.

Features:

• Advanced cushioning technology for superior comfort and shock absorption
• Lightweight materials to ensure agility and performance
• Breathable design for optimal ventilation and moisture control
• Durable construction to withstand even the most challenging running conditions

(Response)

Take advantage of this opportunity to revolutionize your running experience. Click the button below to explore our collection, choose your perfect pair, and claim your 15% discount for a limited time using the promo code ULTRABOOST15. 

[Shop Now Button]

Experience the Niko UltraBoost Runner difference today and unlock your true running potential.

Using the PASTOR copywriting formula, this landing page copy effectively addresses the audience’s problem, amplifies the consequences, shares a relatable story, provides testimony, presents a compelling offer, and includes a clear call-to-action, encouraging the visitor to explore and purchase the Niko UltraBoost Runner shoes.

FACE

The FACE copywriting formula is a practical approach to crafting persuasive content by focusing on four key aspects: Familiarity, Audience, Cost, and Education.

Familiarity

Assess your audience’s familiarity with your brand or product. For unfamiliar audiences, aim to create brand awareness and effectively introduce your product or service. For those already familiar, reinforce your brand’s value and encourage further engagement.

Audience

Define your target audience and understand their needs, preferences, and pain points. Tailor your copy to address these unique characteristics, creating content that resonates with your audience and effectively communicates the value of your product or service.

Cost

Highlight the benefits and cost-effectiveness of your product or service, positioning it as a compelling solution to your audience’s needs.

Education

Provide helpful information and insights to establish credibility and position yourself as an authority in your field.

Example

Look at the example below of a Google ad copy using the FACE formula to promote a shoe-running product.

Google Ad:

Introducing Niko UltraBoost Runner Shoes (Familiarity)

Attention, Runners! (Audience)

Maximize Performance, Minimize Cost (Cost)

Learn How Our Advanced Tech Boosts Your Run (Education)

Shop Now & Experience the Difference. Limited Time Offer!

A FOREST

The A FOREST copywriting formula is a versatile and engaging method for creating persuasive content. It combines literary techniques and evidence types to capture your audience’s attention and make your message memorable. 

Here’s a breakdown of the A FOREST copywriting formula components.

Alliteration

Utilize words with the same initial letter or sound to create a sense of rhythm and flow in your copy, making it more enjoyable to read and easier to remember.

Facts

Incorporate relevant facts to support your message and establish credibility. Presenting accurate information demonstrates your knowledge and expertise, making your audience more likely to trust your claims.

Opinions

Express your viewpoint based on the facts presented. Sharing your perspective adds a personal touch and helps your audience understand your stance on the topic better.

Repetition

Emphasize key points by repeating them throughout your copy. This stage reinforces your message, making it more likely to stick in the reader’s mind.

Examples

Provide concrete examples to illustrate your facts and opinions. This stage helps your audience visualize your points, making your copy more relatable and engaging.

Statistics

Back up your claims with relevant statistics to add weight to your argument. Quantifiable data can be highly persuasive, offering objective evidence to support your message.

Three

Repeat them three times to help your audience remember your most important points. This technique, known as the “Rule of Three,” creates a unique pattern that makes your message more impactful.

By incorporating these elements, the A FOREST copywriting formula enables you to craft content that is both persuasive and engaging, helping you connect with your audience and achieve your desired results.

An Example of the copy

Let’s create an Instagram carousel post using the A FOREST copywriting formula to promote a running shoe product, the Niko UltraBoost Runner:

Slide 1 (Alliteration):

Headline: “Run Rapidly & Reliably with Niko UltraBoost”

Image: Dynamic photo of a runner wearing the Niko UltraBoost Runner shoes, emphasizing speed and motion.

Slide 2 (Facts):

Headline: “Advanced Cushioning Technology.”

Text: “Experience superior support & comfort on every run.”

Image: Close-up of the shoe’s cushioning system with callouts highlighting key features.

Slide 3 (Opinions):

Headline: “Our Commitment to Runners.”

Text: “We believe in providing the ultimate running experience.”

Image: A photo of a dedicated runner wearing the Niko UltraBoost Runner shoes with a determined expression.

Slide 4 (Repetition):

Headline: “Niko UltraBoost: Comfort, Performance, Style.”

Image: A collage of various runners wearing the Niko UltraBoost Runner shoes, showcasing different styles and colors.

Slide 5 (Examples):

Headline: “Transform Your Run.”

Text: “See how Niko UltraBoost has improved the running experience for athletes worldwide.”

Image: A series of before-and-after photos showing runners’ progress after using the Niko UltraBoost Runner shoes.

Slide 6 (Statistics):

Headline: “Impressive Results”

Text: “97% of users report increased satisfaction in their runs”

Image: An eye-catching infographic or chart presenting the positive user satisfaction statistic.

Slide 7 (Three):

Headline: “Experience the Niko UltraBoost Difference”

Text: “Unmatched comfort, unparalleled performance, undeniable style. Shop now and elevate your running experience!”

Image: A group of diverse and happy runners wearing the Niko UltraBoost Runner shoes celebrates their achievements.

The 3 Reasons Why

“The 3 Reasons Why” copywriting formula addresses three critical questions in your copy. These questions are to persuade your target audience to choose your product or service. By answering these three questions, you can create compelling copy that sets you apart from competitors, builds trust, and encourages immediate action.

Why are you the best? 

In your copy, communicate what makes your product or service superior to competitors. Highlight unique features, benefits, or expertise that set you apart, showcasing the value you bring to your customers.

Why should the prospect believe in you? 

Establish trust with your audience by providing evidence of your credibility, such as testimonials, reviews, certifications, or industry recognition. Demonstrating your track record of success can help prospects feel more confident in choosing your product or service.

Why should the prospect buy right now? 

Create a sense of urgency by emphasizing the immediate benefits of taking action, such as limited-time offers, discounts, or bonuses. Encourage your prospects to seize the opportunity and make it easy for them to take the next step, whether purchasing or signing up for more information.

By addressing the three ‘whys’ in your copy, you can craft a persuasive message that effectively resonates with your target audience and drives them to take action.

Example:

You’ll craft an email copy for recipients who have submitted their email addresses to receive a first-time buyer discount voucher after exploring your running shoe product page.

Subject: Unlock Your 20% Discount on Niko UltraBoost Runner Shoes Today! 🏃💨

Hi [Recipient’s Name],

Thank you for expressing interest in our Niko UltraBoost Runner shoes and signing up for a special discount voucher. 

As someone who’s already explored our product page, you’re the perfect candidate to experience the incredible benefits of our running shoes. Here are three reasons why you should take advantage of your discount and make the decision today:

Why is Niko UltraBoost Runner shoes the best choice for you?

Our shoes are designed with state-of-the-art cushioning technology and lightweight materials that offer exceptional support and comfort. With a focus on performance and style, the Niko UltraBoost Runner shoes will help you reach new personal milestones while looking great at the same time.

Why should you trust the quality of Niko UltraBoost Runner shoes?

We’ve received countless glowing testimonials from satisfied runners who have experienced the benefits of our shoes. Our commitment to quality and innovation has also earned us recognition in numerous running magazines and blogs. Trust in the experiences of fellow runners who have witnessed the Niko UltraBoost Runner difference firsthand.

Why should you use your discount voucher and buy Niko UltraBoost Runner shoes right now?

Your exclusive 20% discount is the perfect opportunity to experience comfort, performance, and style without breaking the bank. Don’t let this limited-time offer pass you by – decide to elevate your running experience today.

Ready to claim your discount? Visit our website [link], add the Niko UltraBoost Runner shoes to your cart, and use code RUN20 at checkout. Our friendly customer support team is always here to help if you have any questions or need assistance.

Happy running!

[Your Name]

[Your Title]

[Your Company]

[Contact Information]

So What?

The “So What” copywriting formula is a technique that pushes copywriters to focus on the benefits and value of a product or service rather than just listing features. 

By consistently asking, “So What?” after each statement in your copy, you challenge yourself to dig deeper and uncover the value that will resonate with your target audience. This copywriting formula can be especially effective for short ad copies, such as Facebook or billboard ads, where the goal is to grab attention and communicate your message quickly and effectively.

To use the “So what” copywriting formula, start by listing the main features of your product or service. For each feature, ask yourself, “So What?” and try to identify the underlying benefit or advantage it provides the consumer. This process can help you shift your focus from simply describing your product to emphasizing how it can improve your customers’ lives.

For example, if your running shoe has a lightweight design, ask yourself, “So what?” The answer could be that it allows runners to move more freely and comfortably, improving their overall performance. By highlighting this benefit, you create a more compelling message that speaks directly to the needs and desires of your target audience.

Using the “So What” copywriting formula can be a powerful way to ensure that your ad copy is focused on the benefits that truly matter to your audience. By consistently evaluating your statements from the consumer’s perspective, you can create more engaging, persuasive, and compelling ad copy that drives results and builds brand awareness.

Example

Look at an example of a Facebook ad copy below that will promote the Niko UltraBoost Runner shoe product.

“Introducing the Niko UltraBoost Runner: Ultra-lightweight design for maximum speed. So What? Experience the freedom to run farther, faster, and less tired, leaving your competition in the dust.

Discover the difference today. “ #NikoUltraBoostRunner 🏃💨

Star-Chain-Hook

The Star-Chain-Hook copywriting formula effectively captures your audience’s attention, builds their interest, and persuades them to take action. While it’s handy for short copies like captions and brief landing pages, you can also adapt it for long-form content pieces, such as in the introduction of an article or blog post. 

You can create a compelling narrative that drives results by utilizing the three main components – star, chain, and hook.

Star

The star element is the attention-grabber. It should be a fascinating fact or unique selling point that intrigues your audience and encourages them to read further. This stage could be a surprising statistic, a bold statement, or an unexpected benefit. The goal is to pique your reader’s curiosity and make them want to know more.

Chain

The chain is where you provide evidence and facts to support your claims. By offering logical reasoning, data, and testimonials, you reinforce your message and increase the reader’s desire for your product or service. This stage helps to build trust and credibility, making your audience more likely to believe in the value of what you’re offering.

Hook

The final component, the hook, is your call-to-action (CTA). At this stage, your reader should be convinced of the benefits of your product or service and eager to know how they can access it. 

Make your CTA as clear and compelling as possible, prompting them to take the next step, whether purchasing, signing up for a newsletter, or contacting you for more information.

By implementing the Star-Chain-Hook copywriting formula, you can craft engaging and persuasive copy that captures your reader’s attention and guides them through a logical journey toward taking action. This versatile and effective formula makes it an invaluable tool for any copywriter’s toolkit.

Example

Look at the following example of a Google Ad copy to promote a running shoe product. 

“Discover Faster Running 🌟 (Star)

Scientifically Proven Support 📊 (Chain)

Get Your Niko UltraBoost Runner Now! 🛍️ (Hook)

[Shop Here] “

The 1-2-3-4 Copywriting Formula for Persuasive Copy

The 1-2-3-4 copywriting formula for Persuasive Copy is a highly effective approach for crafting copy that tells a story while addressing the critical concerns of your target audience. 

By breaking your message down into four distinct parts, you can guide your reader through a logical sequence that ultimately leads them to take action. This copywriting formula is versatile and can be used across various types of content, such as blogs, landing pages, or even social media posts.

What have I got for you?

Start by introducing your product or service, giving your audience a clear understanding of what you’re offering. Be concise and to the point, ensuring you capture your audience’s attention from the outset.

What is it going to do for you?

Next, highlight the benefits and features of your offering. Focusing on the benefits can evoke an emotional response from your prospects, increasing their likelihood of purchasing. Be sure to convey how your product or service will improve their lives, solve their problems, or fulfill their desires.

Who am I?

Although optional, including a brief bio or background about yourself, your company, or your team can help build trust and create a stronger connection with your audience. Humanizing your brand and demonstrating your expertise or experience can make your offering more relatable and appealing.

What should you do next?

Finally, end your copy with a clear and compelling call-to-action (CTA) that directs your reader on what they need to do to access your product or service. 

This stage could be a prompt to purchase, sign up for a newsletter, or request more information. Be explicit in your instructions and ensure your CTA stands out to maximize conversions.

By following the 1-2-3-4 copywriting formula for persuasive copy, you can create engaging and persuasive content that captures your audience’s attention and addresses their needs and desires, ultimately leading them to take the desired action.

Example

Below is an example of a product description page to promote a shoe-running product.

“Introducing the Niko UltraBoost Runner (What have I got for you?)

Discover the ultimate running shoe for performance and comfort – the Niko UltraBoost Runner. Engineered with cutting-edge technology and designed for serious runners, our shoes will take your running experience to new heights.

Unmatched Comfort and Speed (What will it do for you?)

The Niko UltraBoost Runner is packed with benefits that will revolutionize your running:

• Ultra-lightweight design for maximum speed and agility
• Advanced cushioning system for unparalleled comfort and shock absorption
• Breathable materials to keep your feet cool and dry during intense workouts
• Superior traction for improved stability on any terrain

With the Niko UltraBoost Runner, you’ll reach your personal best and enjoy every step of the journey.

About Niko – Passionate About Performance (Who am I?)

At Niko, we’re dedicated to creating innovative footwear solutions for athletes of all levels. Our experienced designers and engineers combine their passion for sports with cutting-edge technology to deliver products that empower you to perform at your best. With the Niko UltraBoost Runner, you can trust that you’re wearing a shoe designed by runners for runners.

Take the First Step Towards a Better Run (What should you do next?)

Don’t let your old running shoes hold you back. Upgrade to the Niko UltraBoost Runner today and experience the difference. Click the “Add to Cart” button now, and elevate your running game!

String of Pearls

The String of Pearls copywriting formula is a powerful storytelling technique that allows you to create compelling and persuasive content by connecting a series of stories or elements. You can use this approach in various marketing strategies, from listicles to testimonials and benefits.

Listicles

Using the String of Pearls copywriting formula, you can create engaging listicles showcasing multiple aspects of your product or service. Depending on your target audience in marketing goals, these lists can be informative, entertaining, or thought-provoking. Listicles are easy to digest and share, making them popular among many marketers.

Testimonials 

In the world of marketing, testimonials are incredibly persuasive. By stringing together a series of customer stories and experiences, you can showcase the real-life benefits of your product or service. This approach demonstrates social proof and creates a sense of trust and credibility, making it easier for potential customers to decide.

Benefits 

When promoting your product or service, it’s essential to emphasize its benefits. With the String of Pearls copywriting formula, you can craft a persuasive narrative by connecting your product or service’s various benefits. By presenting these benefits as individual “pearls” strung together, you create a cohesive and powerful story that highlights the value of your offering and convinces potential customers to take action.

Look at the example below of the copy you create for your running shoe product using the String of Pearls storytelling copywriting formula based on the testimonials from your existing customers. 

Example

Meet Emma, Mike, and Sarah: Three passionate runners who’ve unlocked their full potential with the UltraBoost Runner shoes. 

🌟 Emma’s journey began when she was frustrated by the discomfort and lack of support in her old running shoes. She decided to try the UltraBoost Runner, and it was a game-changer.

“The UltraBoost Runner transformed my running experience. The cushioning and lightweight design made me feel like I was running on clouds. I’ve even set a new personal best!” 

💪 Mike was looking for a running shoe to keep up with his demanding marathon training, and he discovered the UltraBoost Runner and was amazed by the results. “These shoes are incredibly durable and comfortable, even during my long runs. Thanks to the UltraBoost Runner, I’ve achieved my goal of completing a marathon with ease.” 

🏃‍♀️ Sarah, a casual jogger, was tired of her old shoes causing soreness and blisters. She decided to invest in the UltraBoost Runner and never looked back. “Not only do these shoes look stylish, but they’ve also eliminated the pain and discomfort I used to experience. Now, I can truly enjoy my daily jogs.” 

Join Emma, Mike, and Sarah in experiencing the remarkable difference the UltraBoost Runner shoes can make in your running journey. Step into comfort, durability, and style – try the UltraBoost Runner today! 

The Fan Dancer

The Fan Dancer is a unique copywriting formula that involves teasing the audience with enough information to pique their curiosity without revealing the full details of your offering. 

The copywriting formula is inspired by the art of fan dancing, which involves strategically hiding and revealing parts of the performance to maintain the audience’s interest. 

The Fan Dancer copywriting formula adopts a similar technique, creating a sense of mystery and intrigue around the message. It’s essential to strike the right balance – you want to give your audience enough information to pique their curiosity without confusing the message.

This creative strategy is particularly effective for top-of-the-funnel marketing efforts, where the primary goal is to create brand awareness and spark interest among potential customers. 

Using the Fan Dancer copywriting formula in the initial stages of the sales funnel, you can effectively capture your audience’s attention and encourage them to explore your brand further, standing out in the crowded marketplace and creating a memorable first impression. 

This approach is well-suited for social media, email pop-ups, and product descriptions, as it provides a refreshing change from traditional copywriting formula.

However, it’s important to note that the Fan Dancer copywriting formula may not be suitable for long-form content pieces. As your audience progresses down the funnel, you should transition to other copywriting formula that provide more in-depth information and persuade them to take action, such as purchasing a product or signing up for a newsletter.

Look at the following example of copy you write for your social media post about your upcoming shoe product. 

Example

Image:

A dimly lit silhouette of a running shoe enveloped in a cloud of smoke or dust, with rays of light shining through, creating an air of mystery and anticipation. The shoe appears in motion, leaving behind a trail of sparks or light streaks that emphasize its speed and power. The text “#RunningRevolution” and “Coming Soon” can be placed strategically to add to the intrigue.

Caption

🔥👟 Something’s coming to revolutionize your runs! Can you guess what it is? 🤔

Every runner knows the importance of the perfect shoe. That’s why we’ve worked tirelessly to create a groundbreaking experience for your feet. But what could it be? 🧐

🚀 Stay tuned for the big reveal, and prepare to unleash your full potential on the track. You won’t want to miss it! Follow us now to be the first to know. 

🌟 #RunningRevolution #UnleashYourPotential

The Approach Formula

The Approach is a versatile copywriting formula that aims to provide a comprehensive and persuasive narrative for high-value or complex offerings. It is particularly effective when dealing with products or services that require a more detailed explanation to convince potential customers. 

Here’s a deeper look at each component of the Approach copywriting formula:

Arrive

In this initial phase, you set the stage for the conversation by establishing a context and identifying the problem or need that your target audience is facing. This step is crucial for capturing your audience’s attention and demonstrating that you understand their concerns.

Propose 

After acknowledging the problem, you introduce your solution by explaining the features and benefits of your product or service. This step highlights how your offering can address the identified need and improve the prospect’s situation.

Persuade

In the persuasion phase, you convince your prospects that your offering is their best choice. This stage may involve addressing common objections, showcasing unique selling points, or demonstrating the value and effectiveness of your solution through case studies, testimonials, or other supporting evidence.

Reassure

Providing reassurance is essential for building credibility and trust with your audience. In this step, you offer social proof, such as positive customer reviews, expert endorsements, or industry recognition, to validate your claims and reinforce the benefits of your solution.

Orchestrate 

The orchestration phase is all about bringing the various elements of your copy together cohesively and engagingly. This step includes maintaining a consistent tone and style, ensuring a logical flow of information, and seamlessly incorporating persuasive elements to create a harmonious and compelling narrative.

Ask 

Finally, you present a clear and concise call-to-action (CTA) that directs your prospects to take the next step, whether purchasing, signing up for a consultation, or requesting more information. The CTA should be prominent, persuasive, and easy for your audience to act upon.

By addressing each component of The Approach Formula, you can craft an in-depth and persuasive copy that effectively communicates the value of your offering, addresses potential objections, and guides your prospects through the decision-making process, ultimately leading them to take action.

Check out how to use the Approach formula to your copy. Imagine you are writing an Instagram carousel post to introduce your running shoe product.

Slide 1 (Arrive)

🔥 Struggling to find the perfect running shoes for your daily workouts? Meet Niko UltraBoost Runner – the game-changing footwear designed for comfort and performance! Swipe right to discover the ultimate running companion! #YourNewRunningBuddy

📸 [Image idea: A bold, eye-catching image featuring the Niko UltraBoost Runner shoes with an attention-grabbing background]

Slide 2 (Propose)

🏃‍♂️ Experience unmatched comfort with our innovative cushioning system and lightweight design, crafted explicitly for long-distance running and intense workouts.

📸 [Image idea: Close-up of the cushioning system and lightweight materials used in the shoe]

Slide 3 (Persuade)

💪 The Niko UltraBoost Runner’s advanced grip technology ensures safety and stability so you can confidently conquer any terrain.

📸 [Image idea: A runner wearing the shoes on challenging terrain, showcasing their grip and stability]

Slide 4 (Reassure)

🌟 Don’t just take our word for it! Check out these rave reviews from professional athletes and satisfied customers who have switched to Niko UltraBoost Runner.

📸 [Image idea: A collage of testimonials and quotes from happy customers and professional athletes]

Slide 5 (Orchestrate)

🌈 Choose from vibrant colors and sizes to match your style and elevate your running experience.

📸 [Image idea: A lineup of the different colors and styles available for the Niko UltraBoost Runner shoes]

Slide 6 (Ask)

🛍️ Ready to revolutionize your running game? Shop now and join the Niko UltraBoost Runner family! Click the link in our bio to order your pair today!

📸 [Image idea: An action shot of a person wearing the shoes, with a “Shop Now” button or call-to-action text]

UPWORDS Formula

The UPWORDS copywriting formula, created by Michael Fortin, is designed to enhance the appeal and effectiveness of your marketing messages by using common words that evoke vivid imagery and relatable examples in the minds of your audience. 

This approach is handy for social media content, ad copy, and product descriptions, where creating an engaging and visually captivating experience can lead to a deeper connection with your brand.

The UPWORDS formula stands for Universal Picture Words for Relatable Descriptive Sentences. It emphasizes using words and phrases that create imagery, making the copy more engaging and relatable.

When using the UPWORDS formula, consider incorporating the following components:

• Universal Picture Words: Use easily understood words and create a mental picture for your audience.
• Relatable: Ensure the imagery and examples are relevant to your target audience, so they can easily connect with your message.
• Descriptive Sentences: Use vivid descriptions to paint a clear picture in the reader’s mind.

Look at the following example of a social media post using the UPWORDS formula to promote your running shoe product.

Example

Image

An ideal image would be a dynamic action shot of a person running while wearing the Niko UltraBoost Runner shoes.

The image should capture the runner’s feet in mid-stride, with a slightly blurred background to emphasize motion and speed. Ideally, the running surface would be a well-maintained path or trail, with a beautiful sunrise or sunset in the background, creating a serene and uplifting atmosphere.

To further reinforce the “Running on Clouds” concept, you could subtly edit the image to include soft, wispy clouds around the runner’s feet, giving a surreal and dream-like effect.

This visual touch would reinforce the caption’s message and help to create a powerful and memorable impression of the running shoes’ comfort and performance.

Caption

“Imagine the feeling of clouds cushioning your every step (Universal Picture Words) as you glide effortlessly through your morning run 🌤️. 

Our Niko UltraBoost Runner shoes are here to turn that dream into reality (Relatable)! With their cutting-edge design and unparalleled comfort, you’ll conquer the pavement like never before 🏃‍♂️💨 (Descriptive Sentences). 

Don’t just take our word for it. Try them on and experience the difference. Say goodbye to sore feet and hello to a newfound love for running. Get your pair now and elevate your running game! 🚀 

#NikoUltraBoostRunner #RunningOnClouds”

In this example, the UPWORDS formula is used to create a vivid, relatable image of running on clouds and conquering the pavement, evoking a sense of comfort and ease that is captivating and engaging for the audience.

Star-Story-Solution

The “Star-Story-Solution” copywriting formula is an effective storytelling technique that uses the power of emotions to captivate the audience and encourage them to take action. 

By focusing on a relatable character, the Star-Story-Solution copywriting formula helps connect the reader and the product, making it suitable for lead generation, sales letters, and other promotional materials.

The three main components of this copywriting formula are:

Star 

Introduce the main character or protagonist of the story. This star could be a real person, a fictional character, or even the target audience. The star should be relatable and exciting, so the audience can easily connect with them and become emotionally invested in their journey.

Story 

Share the star’s story, including the challenges and obstacles they faced. This part of the formula is crucial in building an emotional connection with the reader, as it allows them to empathize with the star and their struggles. By sharing the star’s story, you create a narrative that resonates with the reader and keeps them engaged.

Solution

Present the solution that helped the “star” overcome their challenges and succeed. This solution is where you introduce your product or service, showing how it played a crucial role in the star’s journey. By linking the star’s success to your offering, you create a compelling argument for why readers should consider your product or service to solve their problems.

The “Star-Story-Solution” formula is particularly effective because it relies on the power of emotions rather than facts and data. By crafting a compelling narrative that resonates with the reader, you can create an emotional connection that inspires them to take action and consider your product or service the solution to their needs.

Example

The following is an example of a 60-second YouTube video storyboard using the Star-Story-Solution formula for promoting your running shoe product.

Scene 1 (Star): 

Introduce the star (Alex), an aspiring runner with dreams of participating in a marathon but struggling with foot pain and discomfort.

Clip: Close-up of Alex lacing up their running shoes with determination.

Voiceover or caption: “Meet Alex, an aspiring runner with big dreams of completing a marathon. But one problem: foot pain and discomfort have held him back.”

Scene 2 (Story): 

Show Alex’s journey, depicting his dedication to training and the constant setbacks caused by poor-quality running shoes.

Clip: Montage of Alex training in various locations, including parks and tracks, interspersed with clips of Alex wincing in pain and massaging his feet after running.

Voiceover/caption: “Despite the relentless dedication to training, Alex’s poor-quality running shoes constantly cause setbacks and frustration.”

Scene 3 (Story-Solution): 

Present a turning point where Alex discovers your running shoe product, the Niko UltraBoost Runner.

Clip: Alex is browsing online and comes across an ad for the Niko UltraBoost Runner, with a close-up of his intrigued expression.

Voiceover/caption: “That’s when Alex discovered the Niko UltraBoost Runner—a game-changing solution to their running woes.”

Scene 4 (Solution): 

Depict Alex’s experience with the Niko UltraBoost Runner, highlighting the comfort, support, and performance improvements the shoes provide.

Clip: Unboxing sequence of Alex receiving the new shoes, followed by a series of shots comparing their old shoes and the Niko UltraBoost Runner, emphasizing the superior design and features.

Voiceover/caption: “With the Niko UltraBoost Runner, Alex experienced un

matched comfort, support, and performance, propelling him closer to his dreams.”

Scene 5 (Solution): 

Showcase Alex’s success as he finally achieves his dream of completing a marathon, attributing his accomplishment to the Niko UltraBoost Runner.

Clip: A powerful montage of Alex running the marathon wearing the Niko UltraBoost Runner, with close-ups of his confident stride and joyful expressions as he crosses the finish line.

Voiceover/caption: “Thanks to the Niko UltraBoost Runner, Alex achieved his dream of completing a marathon, leaving foot pain and discomfort behind.”

Scene 6: 

Conclude with a call to action, inviting viewers to try the Niko UltraBoost Runner for themselves and experience the difference it can make in their running journey.

Clip: Testimonial from Alex, sharing his positive experience with the Niko UltraBoost Runner, followed by an on-screen text overlay with a website link and special offer, encouraging viewers to purchase their own pair.

The 5 Basic Objections

“The 5 Objections Copywriting Formula” addresses the common concerns and doubts potential customers may have before they purchase from you.

By acknowledging and addressing these objections in your copy, you can effectively reassure your audience and increase the likelihood of converting them into buyers. 

Here’s a more detailed explanation of the formula:

“I don’t have enough time.”

To counter this objection, highlight how your product or service can save the user time or be easily incorporated into their busy lifestyle. Emphasize its efficiency and convenience, or provide examples of how others have used it without sacrificing their time.

“I don’t have enough money.”

Address the money objection by demonstrating the value and return on investment your product or service provides. Showcase how it can save money in the long run or deliver more benefits compared to similar offerings in the market. You can also offer flexible payment plans or discounts to make it more affordable.

“It won’t work for me.”

To overcome this objection, showcase testimonials, case studies, or success stories from people in similar situations to your target audience. You can explain how your product or service can be tailored to meet their specific needs or provide evidence of its effectiveness in various circumstances.

“I don’t believe you.”

Build credibility and trust by offering guarantees, providing social proof, or sharing expert endorsements. Make sure to back up your claims with data, research, or reputable sources to strengthen your argument and show that you are reliable and trustworthy.

“I don’t need it.”

To counter this objection, demonstrate how your product or service can solve a problem or fulfill a desire your audience may not even realize they have. Highlight the potential consequences of not using your product or service and showcase its unique selling points to make it more appealing and necessary.

By addressing these five common objections in your copy, you can effectively guide your audience through their doubts and hesitations, ultimately leading them to make a purchase or take the desired action. This formula can be applied to marketing materials like sales pages, email campaigns, or social media posts.

Example

Look at the following example on an Instagram carousel post promoting a running shoe product using the 5 Objections copywriting formula.

Slide 1:

Image: A busy person checking their watch while wearing running shoes.

Caption: Think you don’t have time for exercise? The Niko UltraBoost Runner shoes make every step count. 🕒👟

[Objection 1: I don’t have enough time.]

Slide 2:

Image: A price tag with an affordable price on it attached to the running shoes.

Caption: Quality meets affordability – Invest in your health without breaking the bank. 💰👟

[Objection 2: I don’t have enough money.]

Slide 3:

Image: A collage of diverse people wearing running shoes and smiling.

Caption: Whether you’re a beginner or a pro, the Niko UltraBoost Runner shoes are designed for everyone. 🏃‍♀️🏃‍♂️

[Objection 3: It won’t work for me.]

Slide 4:

Image: Testimonials from satisfied customers and a 5-star rating.

Caption: Don’t just take our word for it – our customers love their new running shoes! ⭐️👟

[Objection 4: I don’t believe you.]

Slide 5:

Image: A person experiencing foot pain while wearing regular shoes, compared to comfortably running in running shoes.

Caption: Say goodbye to foot pain and hello to a more comfortable, energized run. Experience the difference today! 🦶👟

[Objection 5: I don’t need it.]

Slide 6:

CTA (in the last slide caption or the post description): Ready to conquer your objections and upgrade your running experience? Click the link in our bio to shop now! 🛍️👟

OATH Formula

The OATH formula is a copywriting approach focusing on the different stages of a potential customer’s awareness of your product or service. This formula is especially suited for the top marketing funnel step, where your primary goal is to create brand awareness. 

By understanding your target audience’s level of awareness, you can tailor your copy to communicate with them and address their needs effectively. 

The OATH formula consists of four stages:

Oblivious

At this stage, the potential customer is unaware of their problem or need. Your copy should educate and inform them about the issue they might be facing and how your product can address it.

Apathetic 

Here, the audience knows their problem or need but needs to care more to take action. Your copy should focus on making the problem more relatable and demonstrating how your product can improve their situation.

Thinking 

In this stage, the potential customer considers solutions to their problem, evaluates different options, and determines the best choice. Your copy should showcase the benefits and features of your product and provide social proof to establish trust and credibility.

Hurting

At this stage, the potential customer is feeling their problem’s pain and actively seeking a solution. Your copy should empathize with their pain, emphasize the urgency of addressing the issue, and provide a clear call to action.

Example

Example of a Facebook ad copy using the OATH formula to promote a running shoe product for brand awareness:

(Oblivious stage) 

“Ever wondered why some runners seem to glide effortlessly while you struggle with every step? It could be your shoes! Discover the difference with our running shoes! 🏃👟”

(Apathetic stage) 

“Running doesn’t have to be painful. Transform your running experience with our cutting-edge shoe technology for comfort and support. 👟🚀”

(Thinking stage)

“What sets our running shoes apart? Lightweight design, superior cushioning, and unmatched durability – the perfect combination for peak performance. Don’t settle for less! 🌟👟”

(Hurting stage) 

“Say goodbye to sore feet and hello to your best run yet! Our running shoes are designed to give you the support and comfort you need.  Limited-time offer: Get 20% off your first pair today! ⏰👟”

In each component of the OATH formula, the ad copy addresses the audience’s mindset and needs, effectively guiding them toward becoming interested in your running shoe product and ultimately making a purchase.

Bob Stone’s Gem

Created by the successful ad man Bob Stone, Bob Stone’s Gem copywriting formula has been widely used in sales letters, direct response ads, and other marketing materials. The formula’s effectiveness lies in persuading readers to take action by addressing their needs and desires. 

The Bob Stone’s Gem copywriting formula:

• Begin with your most vital benefit
• Expand on the most important benefit
• Tell them precisely and in detail what they are going to get, including all the features and benefits
• Back up your statements with a support copy
• Tell them what they’ll lose if they don’t act
• Sum up the most important benefits
• Make your call to action (CTA)

Example: Promoting a Running Shoe Product

Let’s say you’re promoting a new running shoe called “the Niko UltraBoost Runner.”

Here’s how you can apply Bob Stone’s Gem copywriting formula to create a persuasive copy:

Begin with your most substantial benefit:

“Experience unbeatable comfort and support with the Niko UltraBoost Runner– specifically designed to help you run faster and farther easily.”

Expand on the most important benefit:

“The Niko UltraBoost Runner’s revolutionary cushioning technology adapts to your unique stride, reducing impact and providing unparalleled support. Say goodbye to sore feet and hello to longer, more enjoyable runs.”

Tell them precisely and in detail what they are going to get, including all the features and benefits:

“With the Niko UltraBoost Runner, you’ll benefit from:

• Adaptive cushioning for personalized support
• Breathable mesh upper for optimal ventilation
• Durable, high-traction outsole for maximum stability
• Lightweight design to reduce fatigue
• Available in multiple colors and sizes to suit your style.”

Back up your statements with a support copy:

“Join thousands of satisfied customers, including professional athletes and running enthusiasts, who have switched to the Niko UltraBoost Runner. Check out our five-star reviews and testimonials to see how the Niko UltraBoost Runner has transformed their running experience.”

Tell them what they’ll lose if they don’t act:

“Don’t let sore feet and discomfort hold you back any longer. Every day you delay, you miss out on the ultimate running experience. Upgrade to the Niko UltraBoost Runner now and see the difference yourself.”

Sum up the most important benefits:

“The Niko UltraBoost Runner offers unmatched comfort, support, and durability, empowering you to reach new heights in your running journey. Experience a truly personalized running experience that adapts to your every stride.”

Make your call to action (CTA):

“Order your Niko UltraBoost Runner shoes today and take advantage of our limited-time offer: free shipping and a 30-day risk-free trial! Don’t wait – click the ‘Buy Now’ button to transform your runs and confidently chase your personal bests.”

By applying this seven-step formula, you can effectively communicate the value of your product or service and inspire your audience to take the desired action. Whether you’re writing sales letters, ads, or other marketing materials, Bob Stone’s formula is a powerful tool in your copywriting arsenal.

Conclusion

In conclusion, copywriting formulas are a powerful tool for creating engaging content for your digital marketing efforts, whether crafting social media posts, emails, website copy, or other types of content.

By incorporating proven techniques such as AIDA, PAS, FAB, and other formulas, you can effectively communicate your brand message, engage your audience, and drive conversions.

However, crafting high-quality content is just one part of the equation. To maximize the impact of your digital marketing campaigns, investing in digital marketing tools is essential to help you manage your content effectively.

For example, a social media management tool like Sociosight that includes features such as social media scheduling, engagement, reporting, and more can help you streamline your workflow, save time, and ensure that your content is being published consistently across all social media platforms.

Whether you’re a small business owner, a marketer, or a social media manager, investing in the right tools and strategies can help you take your digital marketing to the next level. By combining powerful copywriting formulas with the right digital marketing tools, you can create a winning strategy that drives results and helps you achieve your business goals.