Copywriting formulas offer the ultimate shortcut for creating high-converting marketing copy. These pre-defined structures have been refined over decades by expert copywriters through extensive testing and measurement.
In this comprehensive 2500+ word guide, you’ll discover a toolkit of the most effective copywriting formulas for grabbing attention and fueling action in 2024. I’ll explain the science behind why they work so well and provide customizable templates you can adapt on-the-fly.
Let’s dive in…
What Are Copywriting Formulas and Why Use Them?
Copywriting formulas provide tried-and-tested frameworks for organizing persuasive copy that sells. They give your writing clarity, focus and psychological potency tailored for lead generation and conversions.
Veteran copywriters swear by using formulas as starting points to speed up writing and increase odds of success.
Here are 5 key reasons smart marketers use copywriting formulas:
They’ve Been Refined for High-Performance
Many copywriting formulas like AIDA or PAS have been developed over 100+ years of direct response advertising and evolved based on continuous testing. Their frameworks take much uncertainty out of copywriting to maximize response.
Formulas Speak to Cognitive Biases
Certain formulas directly tap into psychological triggers likeContrast, Reciprocity and Social Proof hardwired into our brains. They turncopywriting into an exercise in behavioral psychology optimization.
They Make You Audience-Focused
The fill-in-the blank nature of the best formulas forces you to get inside your reader’s mind and view things from their perspective. This builds crucial empathy and relevance.
Formulas Speed Up Copy Development
Rather than facing a blank page, copywriting formulas provide pre-built templates you simply fill in. This scaffolding trains wheels for faster writing optimized for conversions.
Formulas Unlock Beginner-Friendly Shortcuts
Aspiring copywriters can use proven formulas as paint-by-numbers guides for structuring compelling copy before developing their own signature style.
Now let’s explore several major categories of the most effective copywriting formulas with examples and pre-written templates…
12 Headline Copywriting Formulas for 2024
Your headlines often represent the first touchpoint with readers. Powerful, attention-grabbing headlines can make or break whether someone engages further with your content and brand.
Let’s explore 12 of the most effective headline copywriting formulas you should test on your blog, landing pages, advertisements and beyond in 2024:
1. [Number] Ways to [Desired Outcome]
This popular formula offers specificity readers crave by promising a definitive guide to achieving a desirable goal. It also builds perceived value through quantity.
Examples:
10 Ways to Triple Your Manufacturing Output
7 Ways to Create a Six-Figure Service Business
2. How [Person/Organization] Does [Desirable Action]
Social proof sells. So does perceived exclusivity. That’s why name-dropping combined with insider access is an easy win.
Examples:
How a Small Bakery Owners Attracts 300+ Customers Per Day
See How This Freelancer Earns $20k/month Writing
3. Who Else Wants [Desirable Outcome]?
This attention-grabbing formula directly addresses readers by calling out those who specifically want the promise outcome. The directness sparks engagement.
Examples:
Who Else Wants to Save $942/year on Business Insurance?
Who Else Wants to Publish Their First Bestselling Book?
4. [Outcome] in [Short Timeframe]
We‘re all motivated by achieving maximum impact with minimum effort and time. This formula appeals directly to those desires for accelerated growth.
Examples:
$10k in Extra Profits in Less Than 30 Days
A #1 Podcast in Under 6 Months
5. Why [Outcome] Will [Trend]
Thought leadership headlines demonstrate predictive insight by anticipating upcoming changes before they’re on the public‘s radar. Readers turn to you for an early edge.
Examples:
Why Voice Search Will Explode in 2025
2 Reasons Virtual Reality Marketing Will Boom
Call-to-Action Copywriting Formulas
Calls-to-action (CTAs) prompt visitors to click by clearly conveying the next step you want them to take.
These 3 copywriting formulas help maximize CTA click-through rates:
1. [Audience] + [Desired Action]
Clarifying the audience and desired next step removes decision friction. Your readers understand exactly what action you want them to take.
Examples:
Bloggers, Download My Headline Swipe File
Manufacturers, Request a Product Tour
2. Get [Desirable Reward]
This formula works because it clearly emphasizes reader benefit. The incentive boils down why they should click in 3 simple words.
Examples:
Get a Free Audit
Get More Customers
3. Click Here If You Want [Reward]
Giving readers permission to take your desired action makes it easier to click by overcoming resistance. Explicitly endorsing the next step is welcoming.
Examples:
Click Here If You Want to Increase Sales
Click Here If You Want More Website Traffic
Now I‘ll share advanced copywriting formulas that go deeper than basic templates…
Emotion-Focused Copywriting Formulas
Emotion is one of the most powerful yet underutilized tools in a copywriter’s toolkit. Emotion-focused copywriting formulas remedy this by putting feeling front and center in your messaging.
Let’s explore two formulas that tap into psychological needs for relief and belonging:
1. Problem Agitation Relief (PAR) Framework
The PAR copywriting formula maximizes reader emotion through the artful journey below:
Phase 1) Problem: Introduce a gnawing problem your readers have
Phase 2) Agitate: Make the problem painfully vivid highlighting emotional impacts
Phase 3) Relief: Position your product or service as the sweet relief to make it all go away
For example:
Title: Stressed, Overwhelmed and Behind? Here’s The Tool For Finally Getting Peace, Results and Free Time Back So You Can Thrive
This uses PAR to progress from negatives states to an emotional payoff.
2. Us vs. Them Copywriting
Playing into human tribal instincts, this formula positions readers as an insider group that shares values and threats from outsiders.
Example article opening:
As forward-thinking innovators, we face immense pressure from narrow-minded critics attacking growth and change. But we cannot let these forces stop progress. Are you with me?
This bonding sets up the reader community against unnamed adversaries.
Pain-Centered Copywriting Formulas
Making customers aware of pain points is crucial. But you need solutions too. These formulas balance reader pains with remedies:
1. Before & After Formula
This formula presents a dysfunctional “before” state then shows a dramatic positive turnaround after using your product/service.
Examples:
Title: Overwhelmed Hotel Owner to Booming Success: How I Doubled My Revenue in 5 Months
Title: From Stressed to Serene: How I Finally Took Back Control Of My Time
2. Problem Agitate Solve (PAS) Framework
The PAS formula is likely the most well-tested copywriting template ever created. Follow its three-step sequence:
Phase 1) Problem: Identify an urgent problem
Phase 2) Agitate: Make the problem seem worse
Phase 3) Solve: Present your offering as the fix
Example article opening:
As a nurse, you face brutal 14-hour shifts that leave your feet throbbing. But shuffling home at midnight to leftover takeout and unpaid bills just aggravates your stress even more. Yet, there’s finally a career-changing solution to…
This PAS sequence connects reader pains to conversion solutions.
Copywriting Formulas for Social Proof
Content with demonstratable social proof converts higher by overcoming skepticism. These formulas infuse credibility:
1. X Does Y = [Desirable Result] Formula
This simple fill-in-the blank template frontloads social proof as the precursor to benefits:
Examples:
137 Enterprises Use our HR Software = 63% Greater Employee Retention
89% Of Our Coaching Clients = Double Their Income
2. If…Then Formula
This copywriting formula presents a hypothetical assurance conditional on a desired action:
Example:
If you invest just 1 hour a day in developing your skills, then you can build a 6-figure business faster than you imagined.
The promise removes resistance to take the next step.
3. Because…You Can… Formula
This copywriting formula justification links data points to expanded capabilities:
Example:
Because 74% of shoppers now use voice search to make buying decisions, you can see explosive growth by optimizing for conversational queries this year.
The numbers give reasons for future results.
Copywriting Formulas for High-Converting Emails
Email headlines are micro-versions of web page headlines customized for inboxes. Master email marketers use subject line formulas like:
1. [Research Stats] + [Topic]
Plugging in data makes your headline appear more authoritative and boosts open rates.
Examples:
New 2022 Survey: 65% Of Leaders Fail at Accelerating Revenue
McKinsey: 63% of B2B Experience Low Email Engagement
2. Quick Question About [Topic]
Phrasing a headline as a fast question keeps things conversational and casual to stand out.
Examples:
Quick Question About Increasing Email Click-Through Rates
Quick Question About Improving Your LinkedIn Profile
3. Requested: [Valuable Piece of Information]
Adding “Requested” suggests the recipient asked you for this intel specifically for exclusivity.
Examples:
Requested: Top-Converting SaaS Sales Funnel Strategies
Requested: 6 Mistakes Destroying Your Ecommerce Revenue
7 Master Tips for Adapting Copywriting Formulas
While copywriting formulas provide expertly-vetted templates for outsized results, you must tailor them for your goals:
Tip 1: Know Your Audience
Get clear on customer demographics, hopes, fears and use formulas flexibly to address their reality.
Tip 2: Fixate on Reader Outcomes
Obsess over conveying tangible reader benefits vs. fixating on features to maximize desire and response.
Tip 3: Directly State What You Want
Whether leading them to click, share or buy – explicitly say what next step you want readers to take.
Tip 4: Always Be Testing
A/B test adjusted versions of copy built from formulas to further refinement.
Tip 5: Use Real Customer Data
Work nitty-gritty user stats into copy to substantiate claims and build trust.
Tip 6: Get Crystal Clear on Goals
Whether its email subscribers, eBook downloads or SMS leads – get surgically precise about your KPIs.
Tip 7: Blend Emotional and Logical Appeal
Establish genuine reader authority but also tap feelings to supercharge desire and response.
Copywriting Formulas Produce Results: Client Case Study
To showcase the real-world impact of skillfully executed copywriting formulas, check out the transformation story of one client.
John Doe runs a digital marketing agency focused on the skilled trades industry. Though seasoned, John struggled to differentiate his services from competitors.
Worse, John’s conversion rates for high-value retainers languished under 7% costing him serious monthly recurring revenue. Neither his website copy nor sales email funnel effectively resonated with target accounts.
Enter savvy use of copywriting formulas…
We developed new website pages and multi-email campaigns adapting formulas like Problem-Agitate-Solve, Before & After, Us vs. Them and the Requested strategy.
This helped John better showcase high-value outcomes, authoritatively showcase social proof and improve segmentation personalized messaging.
The results were astounding…
Through relentlessly testing and optimizing copy built on conversion rate optimization formulas, John increased his landing page conversion 29% and spiked retainer email conversion rates to over 23%.
Key Takeaways and Next Steps
I hope this guerilla guide to copywriting formulas has revealed why these scientifically developed templates offer such a quick path to transform your conversions.
Here are your key takeaways:
- Leverage copywriting templates scientifically engineered to spark desire
- Adapt formulas like PAS to showcase outcomes and reader authority
- Test emotion-focused formulas that tap buyer psychology
- Blend logic and emotion for optimal persuasion
- Always customize your use of formulas based on audience needs
Your next steps are to browse this post and start applying your favorite copywriting formulas to craft more compelling:
- Website and Landing Page Copy
- Calls-to-Action
- Email Subject Lines
- Social Media Updates
Bookmark this guide and refer back the next time you need proven copywriting templates optimized to deliver results fast in 2024.
