If you’re looking for inspiration for your promotional content, we have put together a list of 10 copywriting examples powerful enough to take you out of your writing slump.
Every example uses a highly effective formula designed to help you write faster, improve engagement and generate sales easier than ever before.
So, without further ado, let’s learn more about the art of copywriting and explore the most popular technique successful copywriters swear by.
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What Is Copywriting?
Copywriting is the act of writing texts with advertising or marketing goals in mind. Basically, a copy is a text that promotes a product or a service.
Through copywriting brands are looking to increase brand awareness and convert prospects into paying customers.
Here are the five types of copywriting every marketer needs to know about:
- Social media copy
- Email copy
- Website copy (landing page text)
- Ad copy
- Product copy (product descriptions)
Of course, copywriting is not limited just to the virtual sphere. Copies are everywhere, in newspapers, radio commercials, print ads, magazines, catalogs, brochures, billboards, and more marketing materials.
Copywriting should not be confused with content writing. While copywriting is used to achieve only sales-focused goals, content writing has a broader mission that includes educating and entertaining audiences and building a stronger community of consumers.
How Can You Write Great Copy?
Writing successful copy is not exactly easy. Sure, you can get creative with your copywriting, but if you’re a beginner, then you probably aren’t familiar with the many aspects that go into the writing process.
When building a content promotion strategy, creativity is not everything. The effectiveness of your copy depends largely on your understanding of the market, more specifically your niche portion of the market.
Truthfully, it takes time for marketers to get the hang of copywriting. A copy that works for a specific audience might not work for a different niche.
When writing a copy, you have to take into consideration the following elements:
- The state of the market
- Your competition
- Your audience
- Your brand voice
- Your marketing goals
- Your communication channels
Once you have a solid understanding of the aspects we mentioned above, it’s time to come up with a structure for your copy. This will help you write copy that captivates your audience from the first line and maintain their interest until the end.
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As a small business owner, oftentimes you have to become an ace of all trades. But that can get exhausting, especially when your business starts to grow.
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The Top 10 Best Copywriting Examples & Formulas
No matter how great your own writing is already, there are a few copywriting techniques that will enable you to turn your creative skill into a marketing weapon.
Here are the most effective copywriting formulas used in marketing:
- PAS: Problem-Agitate-Solution
- AIDA: Attention-Interest-Desire-Action
- ACCA: Awareness-Comprehension-Conviction-Action
- BAB: Before-After-Bridge
- FAB: Features-Advantages-Benefits
- The Four C’s: Clear, Concise, Credible, Compelling
- AIDPPC: Attention-Interest-Description-Persuasion-Proof-Close
- The 5 Most Basic Objections
- So What?! Formula
- Why/Try/Buy Formula
Let’s take a look at a few good copywriting examples and try to explain the formulas used!
1. PAS: Problem-Agitate-Solution
PAS or Problem-Agitate-Solution is one of the most well-known and used copywriting formulas in the industry. And for a good reason.
How does this formula work? Well, it has three easy steps:
- Identify the problem – What challenges do your consumers face?
- Agitate the problem – How do these issues deteriorate your consumer’s life quality?
- Offer a solution – How do your products/services solve your customer’s problems?
This formula can be essentially used everywhere — social media posts, emails, landing pages, you name it!
Let’s take a look at a great example for the PAS formula 👇
Using our own tool, we presented a problem that most small business owners have—a lack of time due to their busy schedules.
Then we agitated the problem by showing that they could be focusing on more impactful activities instead of wasting time doing repetitive and time-consuming tasks. Lastly, we offered them a solution that we know will solve their problem.
In order to use this formula, you must know your audience thoroughly, and more importantly, know their pain points.
Download our buyer persona guide and find out how to build a detailed customer profile. Then use that information to create customized copy that encourages your audience to take you up on your offer.
2. AIDA: Attention-Interest-Desire-Action
AIDA or Attention, Interest, Desire, Action is another popular formula among copywriters.
This is how the AIDA formula works:
- Use an element of your copy to attract attention (address the reader directly, design appealing visuals, add a bold statement or a surprising statistic, etc.).
- Spark interest by mentioning something unexpected, innovative, or simply by addressing your customers’ objectives.
- Feed into your audience’s desire by offering useful information about your solution (your own products or services).
- Encourage them to take action with a crafty CTA (call-to-action).
Here’s an example of how AIDA works 👇
You can see that we grabbed the attention by directly addressing the reader. Then we sparked interest by mentioning an important marketing objective among small business owners: generating leads.
Once we managed to get the attention of our readers, we proceeded by introducing our free resource. Then we highlighted how our ebook would help them achieve their goal.
Lastly, we included a short and actionable CTA that tells the readers what they need to do in order to fulfill their desire.
3. ACCA: Awareness-Comprehension-Conviction-Action
ACCA stands for Awareness, Comprehension, Conviction, Action and it’s most often used to raise brand awareness.
Let’s say you just launched a new product or service. By using the ACCA formula, you will be able to promote your offering by highlighting a problem they may not be aware of at the moment. This way, you will find a niche within the market and become an industry leader among a specific target audience.
Here is how to use the ACCA formula to deliver your value proposition:
- Make your readers aware of their pain points.
- Get them to comprehend exactly how this issue affects them.
- Convince your leads that their problem needs to be fixed, that they need a solution.
- Show them how they could act to remove the problem from their life.
This is a formula that depends a lot on educating customers about a specific lack within the market that directly affects their lifestyle. If we could compare ACCA with something, we could probably compare it with a doctor’s diagnosis.
Here’s how you can use ACCA in your copy👇
When using this formula, a good strategy is to insert some facts or statistics into your text to make it more believable. It’s easier for people to believe a fact-based text than guesswork.
4. BAB: Before-After-Bridge
BAB or Before-After-Bridge is another great copywriting technique you should add to your swipe file. It’s a simple formula that keeps your readers interested in your copy until the very end.
Here is how the BAB copywriting formula works:
- Present your prospect’s situation before their problem was resolved.
- Continue by showing them just how better their situation would be if their problem was resolved.
- Reveal the bridge between the two (the bridge is what resolves the client’s problem and triggers the desired outcome).
Here’s a good copywriting example of how the BAB formula works: 👇
Make sure that the after section of your copy is something that is desired by your niche audience. Otherwise, this formula is not going to work.
5. FAB: Features-Advantages-Benefits
FAB, also called the Features – Advantages – Benefits formula, is something that you can use if you want to fully showcase your products and services.
With this formula, you’re doing more than just describing your offerings, you are underlining the advantages and benefits that differentiate your products and services from the competition. The FAB formula can be used for a sales page, in a product description, and even in an ad copy.
The FAB copywriting structure highlights a key marketing lesson — always focus on the benefits and never on the features. It’s rare for your audience to care about the features of a product, but you know they will care about what your product can do for them.
To apply the FAB formula in your writing, you have to:
- Mention a specific feature
- Talk about the advantage that comes with using it
- Elaborate on how that advantage can benefit your customers
Here’s how you can use the FAB formula to write your marketing copy 👇
6. The Four Cs: Clear, Concise, Credible, Compelling
The four C’s refer to the way your copy should be: clear, concise, credible, and compelling.
This copywriting technique is a helpful structure that helps you keep your promotional content short and straight to the point.
Let’s elaborate on what the four Cs stand for:
- Clear – Make sure your text is easy to read and understand
- Concise – Keep your sentences short and your copy straight to the point
- Credible – Reveal data that backs up your claims
- Compelling – Keep your audience engaged by tackling topics that interest them
Here’s a copywriting example of the four Cs formula 👇
7. AIDPPC: Attention-Interest-Description-Persuasion-Proof-Close
AIDPPC is a formula that every copywriter should try at least once. It stands for Attention, Interest, Description, Persuasion, Proof, Close and it’s ideal for lengthy promotional texts like websites, blog posts, or emails.
Let’s break down each element of the AIDPPC formula:
- Attention – Start your copy with an attention-grabbing statement
- Interest – Give your audience a reason to keep reading
- Description – Describe a problem and offer a solution
- Persuasion – Provide arguments that can overpower customer doubts
- Proof – Provide social proof to gain more credibility
- Close – Tell the reader exactly what they should next
Here is how the AIDPPC formula can be used in a copy 👇
8. The Five Most Basic Objections
What are the main objectives your prospect uses to justify not trying your product? Create a list with all of them and use these excuses to your advantage.
For every objection, find a contra argument that eliminates any fear or doubts your prospects might have about your products and services.
Here are five common customer objections you want to be prepared for:
- Lack of time
- Lack of money
- Mistrust/ Lack of proof
- An apprehension that the product might not fit some specific needs
- No need for the product
We can say that we all struggled with the same objections as well. But as a copywriter, you need to know how to navigate these arguments and convince the reader that your product is worth the investment
Here is how to use customer objectives within your promotional content 👇
9. So What?! Formula
This is a question that you need to ask yourself when writing your copy. It will help you concentrate on the benefit of your product or service, rather than the product itself.
Let’s take look at two examples and compare them to understand this killer copywriting technique better 👇
If you’re not an expert in lawnmowing, then you might read the first example and instantly ask yourself “So what?”
After all, you don’t care how many types of blades a lawnmower has as long as it does the job. Now, take a look at the second example. It focuses on the benefits of the product and it actually answers an essential customer question: “Why should I buy this product?”
10. Why/Try/Buy Formula
The why/try/buy formula focuses on the following:
- Why should your prospect care about your products
- How it would feel to try the product
- What prospects need to do to buy your product
Here’s a copywriting example of this formula 👇
We first gave a bit of context and mentioned relevant pain points. Then we provided reasons why our readers should seriously work on improving their sleeping schedule.
After mentioning the risks, we quickly provided a solution: the product. Now our prospects will feel seen and understand the side effects of their problem. Most importantly, they will know how to put an end to their ongoing struggle.
Lastly, we included a CTA to let our readers how to get our product.
Start Improving Your Sales Copy Today
For so many copywriters, creating promotional content is an art that takes years to master. So don’t worry if you’re not writing perfect copies right off the bat.
Our advice would be to take a careful look at the successful examples we presented today and experiment with the formulas as much as you can. Think of these structures as free tools that make your content stand out from the crowd.
To make sure you monitor the performance of each copywriting formula, use a social media analytics tool like SocialBee. Organize your social media posts in content categories dedicated to each formula, and track their performance from the platform.
This way, you will discover your top-performing posts and content categories and identify the reach and engagement levels of each individual post.
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