The copywriting formula every marketer ought to know

We’ve all been there.

In front of your computer having been trying to write an ad, an email – any type of marketing copy – for a good hour or so, completely dissatisfied with what’s on the page in front of you.

It doesn’t flow. It’s not powerful. It simply doesn’t match the message you’re trying to convey.

Truth be told, this is much more of a problem for beginners than more advanced marketers.

Those who have been marketing for a while are not only more effective in writing copy, but exponentially more efficient, too.

It’s not experience, per se, that makes their writing faster, more cohesive, and far less painful, though. It’s down to one simple fact…

They don’t write from scratch.

Advanced marketers use copywriting formulas.

According to Quick Sprout, copywriting is defined as:

“[T]he art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action.”

Copywriting formulas are frameworks in which you can place your copy, in order for your message to have the most impact.

You should be using copywriting formulas whenever you write anything. They eliminate the guesswork that makes a lot of bad copy bad copy, and help you write all of your copy faster and with a much greater chance of success.

Imagine not having to spend so much time worrying about what to write about, but simply writing.

There are a million and one copywriting formulas out there you can use and I urge you to explore them all.

In this post, though, we will feature just one. Our favorite. One we use time and time and time again, in ads and emails, on landing pages, and even (hint hint) in blog posts.

You start by highlighting the pain point. Paint a picture of the negative scenario the reader is in and the problem faced that your product or service can help with.

Once you’ve directed their mind towards this problem the face, flip it around and paint a beautiful picture. Describe to them the positive scenario when this problem is solved. How will the world be a better place? Get specific.

Promise them that you are the organization that can make this transition a reality. This is what your product or service was made for.

They don’t just need to take your word for it, though. Part four – social proof – is where you show them proof that your claims are fact, not fiction.

Finally, don’t beat around the bush. Ask them what you want from them. Be explicit with the action they need to take. This is usually the purchase of your product or service.

While we’re constantly testing, this formula has been a consistent tactic in our crowdfunding strategies over the last eighteen months. It’s been a critical factor in the million dollars (and counting) we’ve helped clients generate on Indiegogo and Kickstarter.

If you’re interested in learning more about communicating with your audience, we’ve got just the thing.

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