As a copywriter who has written for a wide variety of clients, I can tell you that copywriting can be broken down into a simple formula. This formula is the bare bones of effective copy. Great copy is persuasive and compelling. It urges the reader to take action and purchase your product or service. As a good writer, you must also be creative and embellish your copy after you have drafted its basic structure. This will help the copy standout while also implementing brand voice guidelines.
Most copy starts off with a hook to lure the scrollers into reading. This can be a question, a provoking statement, an interesting anecdote, anything that garners a bit of disbelief. This will keep people reading.
Then you have to ease into the problem. Position the problem or pain point you are trying to highlight for your customer. For example, if you are selling vitamins, highlight a pain point about nutritional deficiencies people struggle with and how it impacts daily life. Illustrate the problem with emotion and credibility. Touch the pain points of your reader with your writing.
Next, introduce the solution to this problem, but discretely position the product or service you are advertising as the ultimate solution to this problem. Highlight the best features and unique selling points of the product or service. You can add in testimonials and stats to prove the credibility of the product or service you are selling.
Finally, close off with a call to action. Create urgency with an irresistible offer while triggering the same pain points. Make the offer time-bound to trigger action from the reader.
This is the basic formula of copywriting. As you begin writing for clients or start practicing copywriting on your own my Copywriting Formula Planning Sheet can help you organize and draft your copy!
It is printable and contains sections for each part of the copy. You can fill out this sheet to draft up copy before officially typing it up to submit to clients, or you can fill up this sheet to practice your copywriting skills!
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