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These copywriting formulas help guide you and save tons of time!
Use these copywriting formulas to help boost your writing game.
How often have you sat in front of a blank computer screen, the cursor blinking away, taunting and tormenting you with every flash? You try to come up with something that will engage your readers.
Perhaps you have a basis of an idea, but you have no clue where to start. Or you’re just scratching at your brain, hoping something pops up.
Whatever situation you find yourself in, it doesn’t need to be this difficult. In fact, with a few copywriting formulas you will not only have the basic setup for any article mapped out, but these different formulas will help drum up ideas, no matter what you’re trying to write on or how often you need to create new content for your content marketing programs.
After all, in order to truly master Breakthrough Advertising, you need to create attention-grabbing content on a regular basis.
The Before, After, Bridge Copywriting Formula
This is a great formula if you’re trying to sell a product or highlight the benefits of a service. It’s perfect if you write a blog for a business and want to toss in the occasional product highlight post.
With the Before, After, and Bridge formula, you’ll describe a world that’s very similar to what the reader is experiencing. Think of it like a movie trailer. You’ve probably heard taglines of “In a world full of…” followed by some terrible problem, like dangerous robots or where dinosaurs are alive. Basically, it sets up there’s a major problem going on.
Now, you’re not likely going to write about these major, science fiction sort of issues. However, you do want to describe an issue your reader knows all too well. Perhaps it’s a world where cell phone batteries last just a few hours or a world where wrinkles and gray hairs seem to pop up on a daily basis.
From there, you explain the After. This is the solution, or what the world would be like if the problem went away. It’s a world where cell phone batteries last all day, and where wrinkles are less apparent every morning.
Then you bring in the Bridge, which is how you got from Before to After. With this formula, you highlight how a product you’re selling can take a reader from their current state to a better state, all with a simple product, service, or whatever else you’re writing about.
The Before, After, and Bridge formula is easy to follow and a great formula to fall back on when talking about (and trying to sell) a product.
The Approach Formula
If you’re trying to master Breakthrough Advertising by Eugene Schwartz you will want to utilize the Approach formula.
With this copywriting method, you’ll begin with the problem. It’s what the reader is struggling with (sometimes they may not even realize it’s a problem until you point it out).
After diving into the problem you’ll propose a solution. Naturally, the product you’re writing about is the solution.
However, you need to explain why it is the solution. This is the next step of the Approach formula, which is to persuade the reader to read on and why the product actually does what you say it does.
Moving from the persuade step you’ll begin the reassurance stage. With the reassurance stage, you’ll help reassure the reader why they should listen to you. After all, yes, the product you’re talking about sounds good, but how do they know they should trust you? With research, statistics, product reviews, and endorsements, all of this can help with the reassure stage.
You’ll now begin the orchestrate stage, which is the opportunity to sell the product. You’ve already highlighted what is so great about the product and what it works (and why the reader should trust you). Now you’re coming to the conclusion of your pitch.
Finally, you will now move into the asking stage. You can also call this the Call To Action stage. Here you’ll make the final pitch and ask the reader to move forward and make the purchase.
If it helps you remember, “Approach” is an acronym for the steps. A(rrive), P(ropose), P(ersuade), R(eassure), O(rchestrate), A(sk).
The Fan Dancer Formula
This goes by many names. It might help to visualize an old Western movie where a bad guy draws his 6-shooter and fires at the ground around someone’s feet as he tells them to “dance.”
Basically, the person jumps from one point to the next without any real connective material. That’s what the Fan Dancer formula is.
The purpose of the Fan Dancer is to drum up interest in a topic. You want to pique a reader’s curiosity and draw them in. When they read the blog post, you’ll feed them random points of interest and build their curiosity, but never answer the question you posed in the headline.
Then, in order to discover the answer, the reader then needs to click on a link. For example, you could catch someone’s attention with a title like “The Ice Cream and Pizza Hack You’ve Been Waiting For.”
It’s enough to make most people click and read your blog. You then provide some basic details and build their interest, but you don’t give the answer right away. You’ll have a link at the bottom of the page that they need to click in order to find out the answer.
The reader will click on the link because, after all, they’ve already dedicated the time and come this far, what’s one more click?
This is a formula to use when you want to send traffic to a landing page and then take that traffic and push it to the website. Basically, you’ll hook the reader on a product you have to sell without the reader realizing what’s going on until they’ve already arrived on the product page or your company website.
It’s a fun little formula that’s worth experimenting with. You may enjoy dancing around while creating the content.
The String of Pearls Copywriting Formulas
Have you ever seen a movie that has three or four stories that seemingly have nothing in common, but then at the very end comes together perfectly? A number of the best sitcoms and dramas found a way to utilize this string of pearls formula. You can use it for your Breakthrough Advertising as well.
With the String of Pearls formula, you use small, short stories that highlight an idea or a product. The stories build on one another, so after a visitor to your blog reads the first story, the second is right on its heels.
It is important for these stories to be small. You can’t have a full-page story that leads into another full-page story. Instead, each story needs to be no more than a few sentences. However, by utilizing multiple stories you’ll demonstrate continuity and, depending on the story setup, all of them might come together beautifully in a perfect call to action climax.
The Star, Story, Solution Copywriting Formula
With this copywriting formula, you don’t need to necessarily have an actual star. Instead, the main character in your story is the star.
The story is what the star goes through and what they experience. The solution is how the star conquers the situation in the story. Now, you can use this as a selling tactic, or you can use it as a basic storytelling tactic. After all, there are going to be times where you don’t want to write about a product but instead just want to create a different kind of blog post.
The story doesn’t need to have a happy ending either. In some instances, the main character faltering might prove more beneficial to you. You can even use this writing method while trying to sell something.
The star of the story can be someone who didn’t use your product and then, in the end, they fail. It illustrates what happens when people don’t buy your product, and then what could happen if they did.
The beauty of this formula (and most of the other copywriting formulas out there) is you can make it your own to best fit your narrative.
Sometimes coming up with new ways to reach readers and to discuss products is difficult. Some days you might have a creative workflow that just seems to move from your brain to your fingers as you type away.
Other days trying to come up with a new topic or method of reaching new readers feel more like banging your head against the wall. Thankfully, with these formulas, you shouldn’t have as many problems.
With these copywriting formulas, you’ll have easy to follow tips and bullet points for how to create an excellent new blog post every single time.
So, the next time you find yourself stuck creating a great blog post and don’t know how to continue all you need to do is return to this post and go through all the different formula options.
Mike Giannulis, is an entrepreneur & coach specializing in business growth and digital and direct response marketing. He runs a small coaching & consulting firm (OnlyOneMike.com) helping businesses achieve maximum profits.