THE NOT SOSECRET

FORMULAS USED BY COPYWRITERS

BY: ROBERT WILLIGER

HOW THE COPYWRITING FORMULASUSED BY THE PROS CAN HELP YOU

IN YOUR EVERYDAY WRITING

www.robertwilliger.com @robertwilliger

What is copywriting?

From Wikipedia: Copywriting is written content conveyed through onlinemedia and print materials. Copy is content primarily used for the

purpose of advertising or marketing. This type of written material is oftenused to persuade a person or group as well as raise brand awareness.

In other words:Using the written word to persuade

HELLOMY NAME IS

Reader

That is the only name that matters when writing copy. How does it benefit the reader

Copywriting Formulas

There are numerous formulas that have been usedby copywriters over the years.

Many originated with the early direct responsecopywriters such as Eugene Schwartz, John Caples,

Victor Schwab, and others.

Modern copywriters are still using many of thesetoday.

The delivery mechanism may have changed but human nature is still there

AIDA

Attention- Did you get their attention?Interest- Are they interested in your offer?Desire- Do they desire the solution you have? Action- Did you tell them how to take action?

AIDA is the Grandpa of the copywriting formulas. Ithas been using for years and many others have

originated from it.

SSS

Star- the customer or someone they relate toStory- about the problem the customer hasSolution- how you have the solution

With the SSS formula, you identify the maincharacter that could be a celebrity or the

customer. You then share a story of how theyhad the same problem as your prospect. Finally,

you show them how you have the solution.

PPPP

Picture- paint a picture in their headsPromise- that you will show resultsProve- how you will do itPush- get the prospect to take action

This is one who have certainly seen in ads,especially, "As Seen on TV", They paint a picture of

a problem for you. They make their promise andprove it with a guarantee. Finally, they push you to

take action and make the purchase.

The 4 U'sUseful- how is the product useful to them?Urgent- is there a sense of urgency to the offer?Unique- how is this different from similar things?Ultra-Specific- no place here for vague details

Simply show the reader, using ultra-specificdetails how the product is unique and will be

useful to them. Make sure they know the urgencyof taking action.

FAB

Features- what are the product features?Advantages- what is the advantage of your product?Benefits- How does it actually solve the problem?

It is very common for those that are close to theproduct to think exclusively in terms of features. Theproblem oftentimes is that the feature means nothingto the reader. As a writer it is your job to translate thefeatures into benefits your prospect will understand.

Call To Action

Never assume the reader knows what action youwant them to take. Give them clear steps so they

know how to do what you are asking of them.

The End

For more information on copywriting andmarketing please visit www.robertwilliger.com

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