Generally speaking, ads are not something that most people enjoy seeing. After all, we all can’t wait to skip the ads from the beginning of YouTube videos or scroll past promotional messages on our social media feeds.
However, ads manage to catch our attention occasionally. Now, if an ad or a promotional message makes you stop, then you know it’s doing something right.
As a marketer, you probably want to know what exactly makes people stop and read promotional messages or watch ads. Once you know the secret of a successful promo message, you can use it in your own advertising campaigns.
But what exactly grabs people’s attention? Is it a visual with bright colors and a funky font? Maybe. Or maybe it’s a witty copy that that makes people intrigued.
We’d like to think it’s a combination of the two. Of course, you can have a great copy without great visuals and vice versa, but your chances of getting the clout you want might not be as big.
Making the visuals for an ad is something that your professional graphic designer can do. So that’s one less thing that you need to worry about. The copy though is something that you need to take care of yourself.
So then, what makes a copy interesting and how can you improve your copywriting? You’ll definitely find out today by looking over some copywriting examples. But before that, let’s get to the basics and see what copywriting is:
What Is Copywriting?
Copywriting is writing texts with advertising or marketing intentions in mind. Basically, a copy is a text that promotes a product or a service. One of the main goals behind copywriting is convincing people to buy, but you can also use copywriting to peak people’s interest in your brand.
Not only that, but you can use copies to get leads to click on a link, schedule a meeting, download a freebie from your website, or sign up for a newsletter.
Copywriting can appear in various marketing formats, but the most popular formats nowadays are:
- Social media posts
- White paper
- Blog posts
- Landing pages
Of course, copywriting is not limited just to the virtual sphere. A trained eye can see copies everywhere, from newspapers and radio commercials to magazines, catalogs, and brochures.
Copywriting should not be confused with content writing. While copywriting is used to persuade leads to follow a beneficial course of action, content writing has broader goals.
With content writing, you can create content that educates, informs, or entertains your audience.
How Can You Write Great Copy?
Writing successful copies is not exactly easy. Sure, you can get creative with your copywriting, but if you’re at the beginning, then you probably don’t really know how to write a good copy.
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.
You have to take into consideration a lot of elements when writing a copy, some of them being:
- You audience
- Your brand voice
- The CTA (call-to-action)
Luckily, there is a cheat sheet when it comes to copywriting, and this cheat sheet comes in the form of copywriting formulas. Using these formulas will help you get the hang of copywriting. These techniques can also help you see what kind of copies work for your audience and brand.
Let’s take a look at a few 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 well-used copywriting formulas in the industry. And with good reason.
How does this formula work? Well, it has three easy steps. First, you identify the problem that your audience has. Then you agitate the problem. Lastly, you offer a solution.
Usually, that solution is something that you can offer. Maybe it’s a product that you are selling or a service you’re offering.
This formula can be essentially used everywhere — social media posts, blogs, emails, landing pages, you name it!
Let’s take a look at an example 👇
Are you tired of investing time in your social media marketing campaign and not seeing any results? (problem)
Wouldn’t you rather spend that time gathering more resources or striking deals with new business partners? (agitate)
Well, luckily, you can save time by automating your social media posts with SocialBee. (solution)
Using our own tool, we presented a problem that most of our leads have — lack time and complex social media practices.
Then we agitated the problem by showing our leads that they could be doing much better activities instead of wasting time on posting on all their social media accounts. 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. You can get access to all of this information if you create a buyer persona.
2. AIDA: Attention-Interest-Desire-Action
AIDA or Attention, Interest, Desire, Action is another formula that is popular among copywriters.
This is how the formula works out: You first grab the audience’s attention. You can do this with a cheeky or shocking text or maybe with a creative visual. You spark interest in your audience. This is something that is done automatically if you are marketing to the right audience.
You then feed into your audience’s desire by offering useful information. Lastly, you push them to take action with a crafty CTA (call-to-action).
Here’s an example of how AIDA works👇
Psst. You there? Good thing then! (attention)
After all, you wouldn’t want to miss out on the release of our new ebook — How to Convert More Leads in Less Time. (interest)
Once you read this book, your ROI will skyrocket and you’ll get more sales in one quarter than you did in a full year! (desire) Click here to grab your free copy today. (action)
You can see that we grabbed the attention by directly addressing the reader. Then we sparked interest in an audience that is always on the prowl for the next big thing in marketing and sales.
Finally, we showed them that with our book they could get something they desired and showed them the way to get their hands on the freebie.
3. ACCA: Awareness-Comprehension-Conviction-Action
ACCA or Awareness, Comprehension, Conviction, Action can also be used quite successfully by copywriters. Here’s how:
First, make your readers aware of their pain points. Then you need to make them comprehend exactly how this issue is influencing them. Convince your leads that their problem needs to be fixed, that they need a solution.
Lastly, show them how they could act to remove the problem from their life. This is a formula that depends a lot on making your lead discover and understand how a problem they didn’t know had affected them. 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👇
Did you know that more than 70% of people struggle to manage their time? And it’s quite likely that you’re one of those people. (awareness)
You might not notice it, but just in one day, people tend to waste more than 4 hours doing nothing. (comprehension)
If you’re sick of letting procrastination ruin your schedule, then you’ll be happy to hear that there’s something you can do about it! (conviction)
Read our newest blog post to find out how timeboxing can help you manage your time better: (action)
When using this formula, a good strategy is inserting 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 a well-used formula in successful copies. How does it work?
You start by presenting your lead’s situation before their problem was resolved. Then you continue by showing them just how better it would be after they have their problem resolved.
Finally, you present the bridge between the two. The bridge is what resolves the client’s problem and brings the desired aftermath. Usually, this is represented by your service, product, or content. Here’s a good copywriting example of the BAB formula: 👇
Are your blog posts bringing you any traffic to your website? (before)
What if we were to tell you that there’s a way for you to write better blog posts and make your content stand out in the sea of blogs? (after)
All you have to do is enroll in one of our writing coaching sessions and you’re good to go! (bridge)
Make sure that the after portion of your copy is something that is desired by your niche audience. Otherwise, this formula is not going to work that well for you.
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5. FAB: Features-Advantages-Benefits
Fab, also called the Features – Advantages – Benefits formula, is something that you can use if you want to show off the features and benefits of your product or service.
With this formula, you’re showing off the features of your product, but more importantly, you are underlining the advantage and benefits that the product brings to the customers.
This formula should remind you of a very important lesson in marketing — 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.
Here’s an example of FAB 👇
Using the insert option in our resume creator, (feature) you will be able to create beautiful and professional resumes that no hiring agent will be able to resist. (advantage)
Try it today and see just how much time will be saved and spent instead on better things (like practicing for the interview you’ll definitely get). (benefit)
The benefits are pretty obvious to notice. You can see that the use of the resume tool will save time, which is essential when looking for jobs.
6. The Four C’s: Clear, Concise, Credible, Compelling
The four C’s refer to the way your copy should be: clear, concise, credible, and compelling.
This formula helps you stay on track. Sure, you can use storytelling when writing a copy, but if you don’t have a lot of characters to play with, then short and sweet is the way to go. And this copywriting formula is exactly what you need to use in this instance.
Most often than not, being compelling with just a handful of words is hard. If you want to use this formula and be successful, then you need to bring your A-game forward. Let’s check out a copywriting example of the four C’s 👇
It’s the little things that make our day — a bottle of wine bought on your way home or a weekend spent outside the town. But the little things can add up and eat away your savings.
By using our banking app, you will never have to worry about your spendings again. Download now and splurge away!
In this example, we clearly presented a problem that most people have, which makes us more credible, We were also pretty quick to give a solution and convince the reader that downloading the app is the right thing to do.
7. AIDPPC: Attention-Interest-Description-Persuasion-Proof-Close
Short for Attention, Interest, Description, Persuasion, Proof, Close, AIDPPC is a formula that every copywriter should try at least once.
Created by Robert Collier this is a variation of AIDA. The first three points are the same as in AIDA, but the last three refer to:
- Persuasion: you convince the potential customer that taking action is the right decision
- Proof: you give your lead proof that you can offer a solution
- Close: you use a CTA to close the copy
Are you sick of buying clothes that hardly ever fit? (attention)
No matter what anybody says, you should know that the problem isn’t you. (interest)
The problem is the inconsistent sizing units companies use! Luckily, our browser extension will always tell you the real size you have to buy. It does this by comparing the measurements that you’ll introduce with the measurements on the clothing website. (description)
With one simple click, you will have clothing that fits every single time you order online. (persuasion)
If you’re still not convinced, check out our reviews (proof) or even better, install the extension and try it out today! (close)
This is a lengthy formula, so make sure you use it in longer content formats, like websites, blog posts, or emails.
8. The 5 Most Basic Objections
It’s easy to find a reason why something won’t work for us. This formula is used to combat some of the objections that readers have when thinking about purchasing a product.
These five common objections are:
- 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 around these objections and convince the reader that your product is worth the investment (be it time or money) and that it’s going to fit them like a glove.
9. So What?! Formula
This is a question that you need to ask yourself when writing your copy. It’s a question that will make you once more concentrate on the benefit of your product or service, rather than the product itself.
Let’s take two examples and compare them to see this copywriting formula better:
- Our lawnmower has three types of blades that spin at 3200 rpm. Check our website to find out more:
- Mowing the lawn has never been easier or faster than now. Get a beautiful and leveled lawn that will be the envy of all of your neighbors with our new and improved lawnmower:
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 having a great lawn and it tells you how to get it.
10. Why/Try/Buy Formula
This is a copywriting formula that was popularized by Momoko Price. This formula focuses on the following:
- Why should your lead care about your products
- How it would feel to try the product
- The CTA that pushes the lead to buy your product
According to Price, this is the copywriting formula to rule them all, as all formulas focus on the aforementioned elements. Here’s a copywriting example of this formula:
There are many reasons why people can’t sleep at night. It might be anxiety or it might be an awkward moment from the past that popped up before falling asleep.
Either way, you’re wide awake in your bed, with nothing better to do than to look at the walls and wait for the Sandman. (why)
But what if you were to find out that there is a meditation app that can make you fall asleep in mere minutes? (try)
Click here to download the app and let it work its magic: (buy)
We first gave a bit of context and expanded on the pain point of your audience. This lets your audience know why they need the product you have. Then we came in with the benefit, which is described in the try section. Lastly, we have our CTA to seal the deal.
For many marketers, copywriting 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 is to stick to the formulas that you have learned today and see what works best for your audience. Once you have your formulas mastered, you can try freestyling and see how your target market reacts to your new copies.