20 Killer Copywriting Formulas

In case you want to gather Killer copywriting formulas, let me tell you that this is indeed worth doing even if it’s not too often.

20 Amazing Copywriting Formulas

Marketers are already familiar with the AIDA copywriting formula-Attention, Interest, Desire, Action. This is no different with playing the 12-Bar blues pattern on guitar something all guitarists already know.

When we are talking about copywriting formulas, AIDA’s the prevailing rule but there are other rules.

Yes, there are many more rules and what’s so good about this is based on what you want to achieve or the service and product offered, your copywriting can be better than others.

Below are copywriting principles that have been accepted for a long time.  Often you’ll see them forgotten in an obscure marketing or copywriting book. These rules have been tried as well as tested and above have survived the merciless examination.

(BONUS: If you apply this gamut of various copywriting formulas on your service or product, you might be surprised that one or a couple of formulas will match what you want to achieve.)

Find out which of one of these copywriting formulas is the best match for your application:

20 Phenomenal Copywriting Formulas

#1 of 21 Copywriting Formulas:

The most used and basic copywriting formulas:

1. What I can give you

2. What my offer can do for you

3. My identity

4. Call to action or what you have to do next

#2 of 21 Copywriting Formulas:

SSS: Star. Story. Solution.

Star: The star is your copy’s central character. It could be many things: a celebrity, your customer, or even you and what have you.

Story: The story describes the manner on how the “STAR” experienced the same issues as your market does currently.

Solution: It is about how the main character or the star used a service/product to fix the problem.

An evidence or proof of this formula can be found in Gary Halbert’s ad “The amazing diet secret of a desperate housewife”.

#3 of 21 Copywriting Formulas:

PAS: Problem. Aggravate. Solve. Dan Kennedy absolutely loves this copywriting formula.

Problem: Begin by discussing a specific problem your market has (put this conversation in his head).

Aggravate: Emphasize the result or consequences of the problem to create a need for the solution.

Solution: Tell the reader how and why your service or product can solve their problem. Focus the demand onto your service or product.

#4 of 21 Copywriting Formulas:

Bob Serling’s Power Copywriting Formula:

Requirement #1: You Need to Have A Great and Classy Product

Requirement #2: Making As Well As Utilizing The Most Ideal Customer Profile

Requirement #3: Integrity Produces Maximum Profits

Requirement #4: Your Offer is Everything

Step #1: An exhaustively detailed or scrupulous research is a must before writing a copy

Step #2: Pause then contemplate

Step #3: Make a detailed list of facts, figures and features

Step #4: Keep a list of every benefit customers will gain

Step #5: Come up with the most compelling offer

Step #6: Make an exceptional guarantee

Step #7: Think and write a powerful, attention-grabbing headline

Step #8: Take advantage of color to emphasize main points

Step #9: The amount of graphics used should be very limited

Step #10: Come up with a no-holds barred first paragraph that delivers the promise made in your headline

Step #11: Remove objections with “Pre-emptive Strike Credibility”

Step #12: Create interesting sub-heads that keep your readers’ interest as well as entice them through your sales piece

Step #13: Make your customers intensely aware of their most deeply felt pain by giving the most powerful sales pitch possible

Step #14: Remove your customer’s pain completely

Step #15: Build infallible credentials with your customers

Step #16: Secure your reputation with an “insider’s” benefit

Step #17: Provide customers with absolute evidence that you can deliver everything you promise

Step #18: Use “Click Bridges” to divide your ad copy into manageable, readable chunks

Step #19: Provide customers a powerful bullet list of benefits they get when they use your product

Step #20: Summarize the main benefits

Step #21: Outline your product’s features

Step #22: Reveal a very valuable package no sane customer will want to ignore

Step #23: Indicate your product’s price

Step #24: State your call to action

Step #25: Boost profits with a Piggy-back Offer

Step #26: “Shift the Risk” to get more sales

Step #27: Close the sales piece by summarizing all the major benefits your customer gets

Step #28: Build-up your response further by using a PS

Step #29: Make it easier for people to order

Step #30: Do not include links that take your customers away from your site

Step #31: Pause and Deliberate – a second time

Step #32: Double check then rewrite your copy for maximum effect

#5 of 21 Copywriting Formulas:

Brian Keith Voiles is really fond of this one:


A – Attention – Best benefit, greatest problem you can fix, USP

I – Interest – Justification why people should be interested in what you have to say

C – Credibility – Why people should believe you

P – Prove – Convince people what you are saying is true

B – Benefits – Use bullets to jot them down

S – Scarcity – Establish scarcity

A – Action – Let people know what to do exactly

W – Warn – Consequences when they don’t take action

N – Now – Inspire them to take action now

#6 of 21 Copywriting Formulas:

This one originated from one of Gary Halbert’s newsletters:

1. Tell something that gets attention.

2. Let them know why they should be interested. (Expand on CSI)

3. Convince them why they should believe what you are saying is true.

4. Prove it is true.

5. List and describe all benefits.

6. Inform them how to order.

7. Tell them to order now.

#7 of 21 Copywriting Formulas:

The ACCA of copywriting formulas —






This is no different from AIDA, however “Comprehension” emphasizes the need for clarity as well as understanding, which is key to any compelling message. Also, “Conviction” is a lot more powerful than (just) “Desire.” It tells certainty.

#8 of 21 Copywriting Formulas:


Here is Robert Collier’s AIDA variation. This is meant for sales letters, it lists what he thinks as the appropriate sales sequence.

Copywriting Formula #9:

Interest-Desire-Conviction-Action — another AIDA variation from Earle A. Buckley

#10 of 21 Copywriting Formulas:

AAPPA — Victor O. Schwab recommended this no nonsense and clear formula. Get Attention. Show people an Advantage. Prove it. Persuade people to grasp this advantage. Ask for action.

#11 of 21 Copywriting Formulas:

AIU — This is another formula for an envelope which means Attention, Interest, Urgency. It is important that an envelope must be able to get your Attention, regardless if it is only a teaser copy,  graphics or just blank paper. This needs to create interest in the contests and trigger an urgency to open the envelope right away.

#12 of 21 Copywriting Formulas:

PPPP — This is Henry Hoke Sr.’s formula. It means for Picture, Promise, Prove, Push. Picture: Grab attention right away and generate desire.

Promise: Be sure to make a meaningful promise, let people know about the benefits and what the product can do for them.

Prove: Show the value as well as support you promise through testimonials.

Push: Ask for the order.

#13 of 21 Copywriting Formulas:

Star-Chain-Hook —Frank Dignan’s method to an advertising message. Hitch your wagon to a Star with an attention-getting opening that is compelling as well as promising. Come up with a Chain of convincing facts, benefits, and reasons then change attention into interest and interest into desire. Then, Hook them with a powerful call to action, making it easy to respond.


#14 of 21 Copywriting Formulas:

ABC Checklist — This is William Steinhardt’s formula which is by far more detailed and quite realistic. Attain Attention, Bang out Benefits, Create verbal pictures, Describe successful  milestones, Endorse using testimonials, Feature particular details, Gild with values, Honor claims that have guarantees, Inject action in reader, Jell with postscript.

#15 of 21 Copywriting Formulas:

String of Pearls — In this method of copywriting, the key is collecting details then bind or string them together in a long line, one after another. Every “pearl” is complete on its own however when you string them together, their persuasive power is very powerful.

#16 of 21 Copywriting Formulas:

Cluster of Diamonds — Just like with the String of Pearls, this method is about gathering a group of details under an umbrella concept. Here’s an example: an ad may have the headline “7 Reasons Why You’ll Save Money With XYZ.” The copy would then provide these 7 reasons. Every reason or detail is similar to a “diamond” in a gold setting.

#17 of 21 Copywriting Formulas:

The Fan Dancer — The concept is to entice using certain details which do not really provide any actual information. It requires a number of  teaser  “bullets” therefore, readers are left wanting more as with a fan dancer.

#18 of 21 Copywriting Formulas:

The Five-Point Copywriting Formula – Jack Lacy’s guideline is intended for sales letters:

1. What would you do for me if pay attention to your story?

2. How exactly are you going to do this?

3. Who’s  accountable for the promises you make?

4. Who have you done this for?

5. What will it cost me?

#19 of 21 Copywriting Formulas:

The Nine-Point Formula — Frank Egner’s exhaustive sales letter copywriting technique:

1. Begin with a headline or first paragraph in order to grab attention and trigger desire.

2. Make a follow up with a stimulating lead.

3. Provide a clear description of the product.

4. Convey a success story about the product.

5. Testimonials and endorsements should be included.

6. Outline the product’s special features.

7. Show a statement of value to the prospect.

8. Use distinguishing as well as compelling action copy.

9. Wrap up with a postscript.

#20 of 21 Copywriting Formulas:

See Bob Stone’s The Seven-Step Copywriting Formula for sales letters:

1. Declare your most substantial benefit in the first paragraph or headline.

2. Promptly exaggerate your most valuable benefit.

3. Explain to the reader exactly what he or she is going to obtain.

4. Support your statements with endorsements as well as proof.

5. Communicate to your readers what they might miss if they don’t act.

6. Reword your main benefits in the closing.

7. Encourage prompt action.

Copywriting Formula #21:

DDPC Formula:

D for dramatic.

D for descriptive.

P for Persuasive.

C for Clinching.

#22 of 21 Copywriting Formulas:

Bus Reed Formula:

B for Benefits.

C for Currency.

F for Fascinating.

#23 of 21 Copywriting Formulas:

SCH Formula:

S for Star. Storytelling is your best tool here.

C for Chain. The customer’s booby trap begins.

H for Hook. Your customer is hooked and the sale is closed.

#24 of 21 Copywriting Formulas:

Kenneth Goode Formula:

C for Crystal.  A crystal clear and bargain offer.

M for Magnet. Attract your customers and remain attractive.

E for Elevator. Build up your sales just like going up another floor.

#25 of 21 Copywriting Formulas:

Craig Clemens Sales Letter Formula:



Questions that show you comprehend and know how to push buttons.

Impressive story or analogy.

It’s not your fault and hope is not lost.

Give away content.


What is it I’m offering? What’s in it?

Bullets points/benefits

Who actually needs it? Who doesn’t need it?

What makes it stand out from the rest?

Wrap up.


A guarantee.

A close.

A signature.

Your P.S.

Your testimonials

#26 of 21 Copywriting Formulas:

Perry Belcher’s 21 Part Sales Letter Formula:

1. Reach out to your customers

2. Grab their attention

3. Provide support to the “big promise headline” using fast explanation (SUB)

4. Pinpoint the problem

5. Give solutions

6. Communicate the pain of and cost of development

7. Illustrate ease-of-use

8. Reveal speed to results

9. Future cast

10. Provide them your credentials

11. Detail the benefits

12. Get social proof

13. Give your offer

14. Include extra perks or bonuses

15. Increase and build up your value

16. Tell them your price (pop by button)

17. Instill scarcity (if there’s any)

18. Offer guarantees

19. Call to action

20. Give a warning

21. Wrap up with a reminder

#27 of 21 Copywriting Formulas:

“Elements of an Offer” Formula:

Here’s What You Will Get

Set the Value

Offer a (Conditional) Bonus


Rave about Price

Give Guarantees

Risk Reversal


#28 of 21 Copywriting Formulas:

Frequent Video Sales Letter Template:

1. Attention Grabbing Greeting

2. Determine Problem AND Promise to Resolve It

3. Establish Scarcity – Tell people that the product won’t be around forever

4. Aggravate the Problem –Provoke people in such a manner it forces them to do something about it

5. Give them the Solution which is your Product

6. Demonstrate or Illustrate the Features and Benefits of your Product

7. Call To Action #1 (Desire Based Call-To-Action)

8. Show Credentials Such as Examples, Proof, Results, Testimonials, etc

9. Give the Guarantee

10. Trigger Call To Action #2 (Logic Based Desire Based Call-To-Action)

11. Include Warnings such as scarcity, guilt or deadline

12. Encite Call To Action #3 (Fear Based Desire Based Call-To-Action)

#29 of 21 Copywriting Formulas:

Lisa Manyan’s version of the “problem, agitate, solve” formula. This is intended specifically for women:

1. Challenge.

2. Solution.

3. Invitation.

#30 of 21 Copywriting Formulas:

Brian McLeod’s HELLYEAH Copywriting Formula:

H – Holler at ‘em – Get their attention

E – Empathize with ‘em – Tell them an interesting back story

L – Lambast the *******s that gave birth or lead to the problem they’re experiencing

L – Legwork – Prove to them that you walk the walk

Y – Yes, there is a solution and you have the best solution for their problem

E – Educate or explain to them why your solution is the best fit for them

A – Action – Emphasize that they take action immediately

H – Handle or deal with any objections or doubts via risk reversal

#31 of 21 Copywriting Formulas:

‘A Forest’ – Although not a formula, this is a straightforward way to keep in mind the tricks of the trade:

A – Alliteration

F – Facts

O – Opinions

R – Repetition / Rhetorical Questions

E – Examples / Experts

S – Statistics

T – Rule of three (Repeat something 3 times for it get into people’s minds)

Bottom line is there are more than 21 copywriting rules and these can help you when it comes to making your copy. Certainly, there is a formula that will match your copywriting needs.

Gene Dmitri

If you would like to learn more about writing headlines go to http://www.writegreatads.com and sign up for my newsletter.

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