The last module gave you a number of different ideas for writing great copy and making improvements to your current content. In this module, you’ll learn several proven formulas copywriters use. They plug their specific information into these formulas to make it easier to write copy. This way, they don’t need to spend a great deal of time on structuring their copy. They can spend the time they need on research, choosing wording, tweaking, testing, and so on.

In addition to making things easier, these formulas are also proven to work and have been used for decades to lead readers to take action.

AIDA – Attention, Interest, Desire, and Action

AIDA stands for attention, interest, desire and action. This is one of the major formulas used to gain and keep the reader’s attention and it has four stages.

Attention

Start by grabbing the reader’s Attention with an irresistible headline. Gaining attention is the sole purpose of the first 50 or so words of your copy. We discussed piquing curiosity and asking questions.

Another great opening that gets the reader’s attention is a good story. This could be a personal story related to your offer, such as how a simple thing helped you overcome a problem your reader also faces.

Interest

Once you have the reader’s attention, you have to keep their Interest. The second part of your copy should explain why the reader should care. Write in answer to the question in their mind: “What’s in it for me?” Do this by presenting fresh information that builds on what the headline and opening told them.

The real key to maintaining the reader’s interest is to keep your copy relevant. Stay on-topic and don’t waver. Everything should be essential for answering, “What’s in it for me?”

Desire

The next stage is to stimulate the reader’s Desire for the benefits your offer will deliver. If you know your customers’ psychographics well, you’ll know what they want and need. The key here is to create an emotional connection between your customer and your product. You’re not just informing them about it.

Keep this part of your copy focused on the customer and their needs. For example, rather than discussing the features or specs of your product, frame it in terms of what it can do for them. How will it change their lives for the better? At this point in the copy, they need to start wanting what you have to offer.

Action

Finally, it’s time for the reader to take Action. You’ve stimulated their emotions and now those emotions need an outlet. This is where you present your call-to-action.

Tell the reader what they need to do in order to get the benefits you explained to them, and give them a nudge urging them to do it.

Here is an example of how an organic snack company might use AIDA:

Attention: “When you get the munchies, don’t you wish there were snacks that were tasty and healthy?”

Interest: “Store X can take care of your cravings for you and in a way that’s healthy and all-natural. We offer… (a list of products the store offers).”

Desire: “Wouldn’t it be nice to fulfill your snack cravings without feeling a bit bad about it afterwards?”

Action: “Visit us online today and take advantage of our free shipping.”

Here’s another example using a language learning app.

Attention: “Remembering new vocabulary is tough… but it just got easier.”

Interest: “Our language learning app helps you drill vocabulary in a fun and easy way. Here’s how it works…”

Desire: “Just imagine – you’ll see your speaking ability grow in leaps and bounds and it won’t even feel like you’re studying. Say goodbye to those gaps in the conversation.”

Action: “Click here to get started with a free trial.

Before-After-Bridge

The Before-After-Bridge formula is sometimes called the John Lennon formula because it asks the reader to “imagine.”

It’s very simple. You start with the Before section, which describes what life is like now. Here you might identify the problem the reader faces that they’re looking for help solving.

For the After part, you ask the reader to imagine a wonderful future where this problem they face today doesn’t exist. You would mention all of the benefits removing this problem would bring.

Finally, we come to the Bridge, where you explain to the reader how to go from the Before world with its problems to the After world they’ve imagined.

This is a nice formula because it can be used for very short copy or longer-form copy. You can do it in a handful of sentences. For longer copy, you can extend the Bridge part and go into the details of the offer and how it helps the reader go from Before to After.

Here’s an example. Imagine there’s an app or service called TwitterCrusher (if there is, it’s pure coincidence). Its ad copy might read something like this:

Before: “There’s so much noise on Twitter, it’s hard to get your message through it all.”

After: “What if there was a way to easily manage your business’s Twitter presence and actually get your message heard?”

Bridge: “There is a way – TwitterCrusher, an app that allows you to manage and maximize your Twitter presence. Features include…. Sign up for a free trial today!”

Problem-Agitate-Solve

Problem-Agitate-Solve is another very simple formula that has three steps:

Problem: Identify your reader’s problem.

Agitate: Get really down deep into it and make them feel the pain (by “agitating” it).

Solve: Offer the solution, which is gained through the action you want the reader to take. 

Here’s an example of a newsletter on tech news:

“Are you always the last one to learn about what’s going on in the tech world? It’s certainly hard to stay on top of things and if you don’t, your competition will pass you by. Many a small business has seen its customer base shrink as customers run to their more up-to-date competitors. But, there’s no reason to worry. You don’t have to fall behind in the fast-paced, competitive world of high-tech. Stay current with Tech Times Email Newsletter, where you’ll get…”

After initially identifying the problem, the text made it sound worse and worse. The reader sees what will happen if the problem persists. The solution is then presented as a way to avoid this undesirable future.

Here’s an example of a service that offers comparison shopping of travel deals:

“Planning a trip can be a real nightmare. You have all kinds of decisions to make, too many options and too little time. And if you make the wrong decision? You can kiss goodbye to that relaxing, much-needed week in paradise you were counting on. If you’re feeling stressed and overwhelmed, let HolidayDeals.com make it easier for you…”

Features-Advantages-Benefits

The previous formulas focused on problems and solving these problems, but the Features-Advantages-Benefits formula is good for products that don’t solve a problem. You’re simply making a case for your product.

The three steps are:

Features: Describe the unique features of the product or what kinds of features are available.

Advantages: Explain why these features are so outstanding.

Benefits: Identify how this makes life better for the reader. This last part is important because whereas the other parts focus on the product, this one focuses on the reader’s life.

For example, let’s say that you’re selling a high-quality record player for enjoying audiophile records.

Features: A rundown of all of the different features the model offers.

Advantages: The fact that there are no other record players currently on the market with this array of audiophile features at this low price.

Benefits: You’ll finally be able to enjoy all of your vinyl with the great sound it’s supposed to have.

5 Basic Objections

A big part of selling is addressing the doubts and questions in the buyer’s mind. Whether your copy is literally selling something, or just selling the reader on the idea of signing up or taking a free trial, you can do it more effectively by addressing these doubts and questions. This is where the 5 Basic Objections formula comes into play.

The 5 objections the formula addresses are:

• “I don’t have enough time.”
• “I don’t have enough money.”
• “It won’t work for me.”
• “I don’t believe it.”
• “I don’t need it.”

You can use the 5 Basic Objections as a formula on its own or apply it to another formula, addressing these objectives within the text.

Lack of Time: “This is a system that’s quick and easy to set up.”

Lack of Money: “At $30 per unit, this is a price any small business can afford.”

Viability: “No matter what your skill or experience level, you can implement this system and it’ll get you the customers you’re looking for.”

Trust: “4 out of 5 small businesses say the system has helped them grow their customer base.”

Need: “Your competitors are making their lives easier with this system. Can you afford not to?”

The Story Arc

Everyone loves a good story. One good copywriting formula is the Story Arc, which uses the classic story structure used in films, books, and stories.

The Opening: Introduce the character and their normal life and identify how an unexpected event changed it and cast the hero into pain.

The Conflict: Like heroes in a movie fighting against an arch villain, the hero of your story struggles with his/her pain and all of the trouble it has caused them.

The Solution: Our protagonist discovers a solution that makes things normal again and brings them home to their regular life. And now they’re offering this solution to you.

Stories are great because they humanize. People naturally relate to them emotionally. You can even add dialogue to your story, which makes it more fun and interesting to read.

The story doesn’t have to be long, unique, or dramatic. In fact, shorter stories are more likely to be read to the end. It just needs to be interesting to your target audience. They need to be also looking for that solution.

A good example would be an exercise program for new moms who want to get back into shape after having a baby. The story opens with the magical day the little one is born, a story every mother can relate to.

But then conflict sets in as the new mother finds it harder than she thought to get back into shape. The story piles on the embarrassments and frustrations and all of her efforts at reclaiming her body seem to backfire. Until, that is, she hits upon one simple idea that’s so simple she can’t believe she didn’t think of it before.

This simple solution is at the core of the product or service your copy is selling. What this means to the reader is that she, too, can get back into shape. She identifies with the struggle and the desire to get her old body back.

Picture-Promise-Prove-Push

Like the Before-After-Bridge, this one involves painting a picture and asking your reader to use his or her imagination. It works like this:

Picture: Paint a picture of the type of life your reader is dreaming of. 

Promise: Describe how your product or service will deliver them to this life.

Prove: Back up your claim by providing proof in the form of social media or statistics and other factual data.

Push: Ask for a commitment from the reader and tell them what they need to do in order to make it happen.

Some copywriters use a variation of this that puts the Promise first and the Picture second.

Here’s an example of PPPP using an agency that helps white-collar workers write and improve their resumes.

Picture: “Imagine landing that dream job you’ve been looking for.”

Promise: “We know how to polish up your resume so that you’re the dream hire of any company.”

Prove: “Our staff are all seasoned recruiters, many veterans of Wall Street.”

Push: “Get our free eBook now with 13 tips you can use today to improve your resume.”

The 3 Reasons Why

The 3 Reasons Why is a classic formula that’s great for both long copy and short copy. In fact, it’s so short it can be used for a tweet on Twitter. The three reasons are based on three questions in the reader’s mind:

Why are you the best?

Why should I believe you?

Why should I buy (take action) right now?

If you can successfully answer these three questions in a way that satisfies your reader, you’ll urge them to take action.

For example:

“Our CMS can be used with any platform and offers a wider array of features than any other to help you streamline your business operations and save time.”

“Here’s a list of Fortune 500 companies that use our CMS.”

“Buy now and start saving time and money today.”

These are just a few formulas to get you started. There are many more you can test out. Try different formulas and you will find that there are certain formulas that are especially effective with your target market.