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Copywriting Formulas

The document outlines several common copywriting formulas used to create persuasive marketing content. The formulas generally include elements to get attention, build interest, stimulate desire, and encourage action. For example, the AIDA formula focuses on Attention, Interest, Desire, and Action. Robert Collier's formula includes Attention, Interest, Description, Persuasion, Proof, and Close. Victor Schwab's AAPPA formula focuses on Attention, Advantage, Proof, Persuade, and Action.

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SAM ADAMS
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1K views

Copywriting Formulas

The document outlines several common copywriting formulas used to create persuasive marketing content. The formulas generally include elements to get attention, build interest, stimulate desire, and encourage action. For example, the AIDA formula focuses on Attention, Interest, Desire, and Action. Robert Collier's formula includes Attention, Interest, Description, Persuasion, Proof, and Close. Victor Schwab's AAPPA formula focuses on Attention, Advantage, Proof, Persuade, and Action.

Uploaded by

SAM ADAMS
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Copywriting Formulas

AIDA
A - Get Attention
I - Arouse Interest
D - Stimulate Desire
A - Ask For Action

Robert Collier Formula


Attention
Interest
Description
Persuasion
Proof
Close

Victor Schwab’s AAPPA Formula


A - Get Attention
A - Show People An Advantage
P - Prove It
P - Persuade People To Grasp This Advantage
A - Ask For Action

Bob Bly’s Formula


According to Bob, all persuasive copy contains these eight elements:
1. Gains attention
2. Focuses on the customer
3. Stresses benefits
4. Differentiates you from the competition
5. Proves its case
6. Established credibility
7. Builds value
8. Closes with a call to action

Bob Stone’s Formula


1. Promise a benefit in your headline or first paragraph – your most important
benefit.
2. Immediately enlarge upon your most important benefit.
3. Tell the reader specifically what he is going to get.
4. Back up your statements with proof and testimonials.
5. Tell the reader what he might lose if he doesn’t act.
6. Rephrase your prominent benefits in your closing offer.
7. Incite Action – NOW!!

Orville Reed

Benefits – Tell your reader from the very beginning how your product or service will
benefit them.
Believability - Back up your statements of benefits with believable evidence.
Bounce - Write with enthusiasm, keep your copy moving. Keep the prospect
interested. Transfer your enthusiasm for the benefit to the prospect.
R.S. Template

1. Superscript – teaser
2. Headline – attention of desired audience
Attention 3. Subhead
4. Salutation

5. Opening hook – if you...then


Interest 6. Your story – credibility
7. Here’s what this is all about

8. USP
9. Appeal
Desire 10. Benefits, Benefits, Benefits
11. Bullets

12. Bonuses
13. Don’t Decide Now – you can’t lose
14. Price dropdown - justification
Action 15. Risk Reversal - Guarantee
16. close the deal – buy now
17. PS

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