Business Card Copywriting: Crafting Compelling Taglines – We’ve pulled together every essay formula we’ve ever seen to create the definitive guide, the most comprehensive handbook, to essay formulas.
They will help you face the blank page without panicking. They’ll help you generate A/B test ideas faster. They’ll help you identify what’s wrong with a button… a headline… or even a video script.
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Once you’ve organized your messages, start working on the elements of the page, VSL, email, or blog post you’re writing. Use writing formulas to write a better:
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From there, it’s all about optimizing your copy by applying persuasive principles like these , using proven copywriting best practices found throughout this blog, and adding some of the great copywriting techniques I share in my writing courses.
Many businesses tackle the A, I, and A in AIDA…but completely forget about the D. Take this landing page hero as an example:
It takes patience and confidence to spend some time building the D. Apple has more than enough confidence to work with the D. In fact, look at how Apple uses the first three steps, AID, and totally delays the final A:
All over the page, the visitor receives dose after dose of AID, creating incredible anticipation for that “buy” button. … And you thought Apple was all about design! Obviously, you don’t sell a ton of beautiful products without being incredibly good salespeople.
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See more examples of how to use AIDA here and here , and learn about its origin (if you’re particularly geeky) here .
Conviction aims to help skeptical audiences overcome their skepticism. As Andy Maslen says in this book, convince potential customers that it’s safe to act because what you’re saying is true. Do this using:
To get IDCA, just drop your attention from the start. Why would you want to do this? Because sometimes you’ve already got their attention, so you don’t have to start over. You just need to keep their attention, and you can do that by piquing their interest.
When you drive from an email or ad, where you’ve already caught the prospect’s attention. The landing page may not need to call attention again. So sweep the interest straight, as Lawrence Bernstein does:
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Described in detail here at Smashing Magazine, Danny Iny of Firepole Marketing also offers a twist on the AIDA model. His isn’t in acronym form, which I’m fine with because I’m very skeptical of acronyms – they’re too convenient.
What I particularly like about the formula, aside from the context and believability (which, by and large, go unspoken) is the emptiness.
Dan Kennedy called PAS the most reliable copywriting formula ever invented. Popularly used in everything from tweets to long sales pages, PAS goes like this:
And, for the same reason Bic made these pens, I guess, Lisa Manyan offers PAS “for women,” which she calls CSI:
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The only reason I’m including this formula “for women” – when I’m offended by every part – as if the problems aren’t something women deal with a hundred times a day – is because I set out to document all the formulas of writing I found. . So there you go.
Here is the first one. Credited to Henry Hoke Sr., it draws heavily on the idea of a promise:
Image: Create a vivid scene that prospects can easily place themselves in, whether it’s about an existing pain or an aspiring future
Promise: State how your solution will end this painful scene or bring this aspirational scene to life
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Try it – Support your pledge! What are the consequences if you don’t keep the promise? Who else has seen you keep your promise, and how? What can you prove to skeptics that your solution is easily guaranteed to deliver on the promise?
As you can see, it’s very similar to the first variation of the 4 Ps. But Edwards replaces “picture” with “problem,” which I personally think is better if you use the 4 Ps writing formula to write a landing page or a lead generation page, where painting a picture for your visitor can come off as slightly scammy.
I also prefer Edwards’ “proposal” to “push” because the word “push” is quite aggressive. We need to be assertive with our CTAs. I have seen no reason to be aggressive or push people to act.
The Pitch Perfect lovers in the crowd might call this ACCA-awesome. Or, more likely, nonprofits and people trying to stir the hearts of a disconnected crowd will find this writing formula quite useful.
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The part I really like about this writing formula, which is attributed to Victor O. Schwab, is its focus on proof. Formulas often leave the proof implicit, and this is dangerous. Here’s how this one goes:
First, the benefits come too early because, as far as this wording tells us, the problem hasn’t really been posed yet, has it? So advantages of what? It is not clear. The only thing that came before the ‘benefits’ was ‘attention’, so does this formula require you to draw attention by stating the problem in order to solve it next and at the same time show the benefits? If so, why not call it DAD: Problem, Benefits, Try, Persuade, Action.
Second, he doesn’t dig the “persuading” point. Proof is, in many ways, persuasion. This does not mean that persuasion is always proof; this evidence alone is, if it does its job, persuasive. So what kind of persuasion was Schwab looking for in the fourth part of this formula? Loss aversion? The future beat? It seems strange and superfluous to include “persuade”.
I love a good “ideal for” statement, so I love that QUEST begins by qualifying the prospect:
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If you have something relatively cheap to sell, SLAP can be useful when you’re presenting your messages, probably on a shorter page:
Let’s leave aside the fact that if you’re going to sell, that’s the action, so “acting” and “buying” don’t need to be separate. Other than that, SLAP works well for deals like Groupon deals:
Another version of AIDA, this time by the legendary Robert Collier. Great for sales letters, but useful anywhere you’re trying to sell and need a reliable sales sequence to work with. Go:
The first two parts of this writing formula are exactly like the first two points of AIDA. But desire breaks down (usefully!) into three basic elements:
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A very simple formula, this is good for lead generation and landing pages. You can also get away with using it to guide a one-page site. Attributed to Jack Lacy.
1. What will you do for me if I listen to your story? 2. How will you do it? 3. Who is responsible for the promises you make? 4. Who did you do this for? 5. What will it cost me?
As an acronym, this is completely ridiculous. makes me laugh When someone throws out AIDA in a copy review session, hit them back with, “Well, Aicpbsawn maintains that wish is made of…” and see what happens. A quick way to close mr. AIDA.
You might think that this might only work for a very long page. But here’s how quickly you can use this formula on a typical home page:
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Important: Do not ask the user to register, purchase or start a trial until the end. I know this is very, very hard for most of us to do. Hero sections only have buttons. But should they? Are your prospects ready? If you find that there are a lot of unqualified people starting the tests, ie users that don’t activate or happen after a login, then this prematurely placed button could be the culprit. Consider removing the hero CTA and writing the page with a traditional copywriting formula in mind.
The formulas in this section are best suited for landing pages, such as lead generation pages or opt-in pages, and long-form sales pages. That is, they may not be suitable for home pages.
Let’s start with the big one! I found this one here and was amazed at the level of detail. It has only 36 steps.
The Star Story Solution, a very popular writing formula, is character-focused and short. Therefore, it is more obvious that it applies to lead generation pages, especially for personality brands and information products.
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A classic example is the late Martin Conroy’s WSJ letter, where the two men are the protagonists, their stories (which are almost identical) form the core of the ad, and the solution is clearly presented at the end:
Even though this is character based, it doesn’t mean Star Story Solution needs a human to be the star of the story. If you’re introducing a new product or feature, this could be the star, as long as its story generates interest.
The story goes quickly: nerdy kids have to fight nerdy kids to get some Apple time at school.
And the solution takes a long time to explain itself
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