3 Easy Copywriting Formulas That Will Improve Your Sales Copy
How do you write copy that sells?
As a beginner copywriter, it can be hard to come up with writing that is persuasive enough for a person to take action.
After all, that’s your job. You have to write copy that makes the person reading it interested enough in the product or service you are talking about that they commit to making a purchase.
That’s why in this article I will share with you 3 copywriting formulas widely used in the industry that are guaranteed to make your copy more engaging.
PAS is a simple formula that you can use for any type of copy.
What does it stand for?
P — PROBLEM
Define the problem your reader might face. Make them know that you are aware of it.
A — AGITATE
Make the problem worse. Show how bad it can get, intensify the emotion.
S — SOLVE
Solve their problem by presenting your product or service as the solution.
Let’s create a scenario where we can apply this formula.
Sleep deprivation is a problem that affects 1 in 3 adults. Bad sleep increases irritability which can worsen your personal relationships with family and friends.
Statistics show that 35% of adults don’t get enough sleep. The direct effect of that is an increase in serious health problems that you don’t want to deal with. Some of the risks are — heart disease, weight gain, memory loss. It affects not only your physical but mental health as well. If not taken care of right away the long-term effects on your well-being can be disastrous.
Luckily for you, there is a solution to get better control of your sleep and improve the quality of your life. The ABC mattress will offer you the comfort each night for quality sleep. Wake up rested and ready to tackle whatever the day will bring to you.
Before — After — Bridge
This one is more engaging because you paint an image in the mind of your reader. Tell them how life is not that great and how it can be so much more once they get your product.
Explain how their life is in the moment, their problem. There is an issue they’re dealing with that prevents them from being happy.
Introduce them to how their life can be different. Tell them to imagine a life where their problem is solved. They don’t have to deal with stress, loss of money. They are free to spend their time on what they want and care about.
One way to do that is by saying: “Imagine your life (once this bad thing is gone).”
The solution. Here’s how you can make that problem disappear once and for all.
“Here’s the path to get there. Here’s the product. Here’s the service. Here’s the method. Here’s how you’re going to bridge that gap of where you are now to where you want to be.” — Jim Edwards in Copywriting Secrets
Let’s create a scenario where we can apply this formula.
(Before) Here’s where you are right now. You’ve tried to lose weight but the results are not showing. You try your hardest. Every day you are careful with what you eat, and the exercises you do. You track everything but the weight drop is not noticeable. (After) Imagine getting in the best shape of your life. People notice your progress and how far you’ve come. It was not an easy journey but you had the grit and dedication to make the change. Now you are proud of your body, you made it happen. (Bridge) My name is XZ and I am a personal coach that works with people that dream of taking their life to the next level. I can help you achieve the body you’ve been dreaming of. I will design your personalized workout plan and adjust it as we go. Together we will also go over the basics of a healthy diet that is guaranteed to help you lose those extra pounds. CALL TO ACTION
A — ATTENTION
Before you start a conversation with someone you need to have their attention first. Usually, the first thing that grabs a person’s attention is the HEADLINE.
I believe that is what got you to click on this article? Anyway…
That first line is supposed to make them interested enough in what you have to say.
Catch someone’s attention by saying something that includes a benefit and makes them curious. Remember, the person reading is always asking themselves — So what? What’s in it for me?
I — INTEREST
“Your reader isn’t interested in what you’re selling. They’re interested in what it will do for them. Your reader has a problem. They may be feeling stressed, bored, lonely, dissatisfied, hungry, ambitious. Your job is to find a way to tie your product to their problem — as the solution. ” — Write to Sell by Andy Maslen
Your copy should make it clear how your product is beneficial to the reader.
Include statistics, case studies, and interesting facts that arouse interest.
Expand on why it’s something they might want to get.
D — DESIRE
“When someone wants something, they’ll convince themselves they really need it. They’ll invent reasons and excuses.”-Write to Sell by Andy Maslen
You want to make the customer desire your product or service. How do you do that? Tell them how much better their life will be once they have it.
Because the person reading keeps asking themselves — What’s in it for them?
Give some irresistible reasons for why not getting your product would be a big mistake on their part.
A — ACTION
So far you’ve said most of what you had to say. Now you just get straight to the point.
Leave little room for ambiguity and confusion. Get the reader to commit and purchase.
The Call to Action (CTA) should be direct, clear, and short.
ORDER NOW / BUY NOW / RESERVE YOUR SPOT
There are many more formulas on copywriting that I haven’t gotten into. I believe for a beginner getting a good understanding of the basics is good enough.
Now the only thing left for you is to experiment with your copy as you go along.
It’s not a one size fits all type of deal, depending on the medium you write for adjustments will have to be made to your copy.
All that’s left is to write and see what works along the way!