Proven Copywriting Formulas
Is there a secret formula to copywriting? Like a chemist in a lab, can you take 20 mgs. of credibility, mix it with 50 mgs. of product benefits, and get killer copy to come to life in the beaker?
That may seem a little oversimplified. However, there are proven writing formulas for producing great copy. None of these will guarantee that your promotion will be effective, but they are extremely helpful in keeping you on the right track.
AIDA — the Master Formula of Marketing
AIDA is the granddaddy of all copywriting formulas, and perhaps the best-known in the advertising industry. The acronym stands for:
Attention
Interest
Desire
Action
The amazing thing about this formula is that it almost always works. If you gain attention, get interest, build desire, and ask for action, you are going to get results with your promotional piece. There really is no doubt about it.
The weakness of this formula is in applying it. The first and last steps are easy enough to understand. But exactly how do you get interest and build desire? These two steps merely describe the events. They don't give you the strategies.
The AIDA formula is most useful when reviewing your copy. If the words you crafted guide the reader through the four steps, you can rest assured that you are definitely on your way to a winner. However, if your promotion merely piques interest yet fails to build desire, then you have some revising to do.
Motivating Sequence
Popularized by Robert Bly, a well-known copywriter and consultant, the motivating sequence is very similar to AIDA, however, it's much easier to use while you're crafting your promotional piece. Each step is practical and relatively straightforward to apply. The motivating sequence is an ideal model for planning, outlining, and writing your copy.
Get attention
Identify the problem or need
Position your product as the solution or answer
Prove your product is the best solution or answer
Invite the reader to take action
The last step includes any action that you are trying to persuade the prospect to take, whether that is placing an order, filling out an online form, requesting a free information kit, or visiting a special Web site.
The motivating sequence was developed by copywriting expert Bob Bly and writing instructor Gary Blake, Ph.D. It is amazingly versatile. You can use this simple formula to write sales letters, ads, Web pages, product descriptions — just about any kind of marketing or publicity piece.
Here is an excerpt from a sales letter written using the motivating sequence formula. Notice how it follows all the steps, from getting attention with the multiple headlines, to positioning the product as the only solution, to offering a proof (the testimonial), and asking for action.
Sales letter excerpt:
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Bob Stone's Gem
The word “gem” isn't used here just to be complimentary. This formula is so respected that “Bob Stone's Gem” has become part of the vernacular for copywriting and marketing professionals.
As the name implies, this technique was created by Bob Stone, a legend in the industry and the author of the classic Successful Direct Marketing Methods. His formula was originally meant for sales letters and direct-response advertising, but it's useful in dozens of other types of promotions as well.
Begin with your strongest benefit
Expand on the most important benefit
Tell exactly and in detail what they are going to get, including all the features and benefits
Back up your statements with support copy
Tell them what they'll lose if they don't act
Sum up the most important benefits
Make your call to action. Tell them to “reply now” and give a good, logical reason why they should.
Bob's formula is very easy to follow. You should be able to walk through the steps without much problem. And when you do, you'll have written a potentially very effective promotion.
The Approach Formula
Here is a formula that is especially useful in direct-mail letters. It can also be handy in telemarketing scripts as well since it does not use a hard-sell approach, which can be a turnoff for many prospects. It emphasizes making the right impression and following a logical step toward the sale.
Arrive
Propose
Persuade
Reassure
Orchestrate an opportune opportunity
Ask for the order (or response)
Here's how it works. You arrive by making the right impression, either with your headline or opening sentence or paragraph. Then you don't waste any time. You say right away what the promotion is about and what's in it for them (propose). Next you persuade by listing your most important benefits. You follow that up by proving (reassure) all your claims. In step five, you make your compelling offer (the opportune opportunity). Finally, you ask for action.
