44 Copywriting Formulas to Improve Your Content Marketing

It's easy to have a nervous breakdown when you're writing content for the web on a regular basis. Sometimes the ideas for writing well don't come and other times you have too many to be able to express them by writing a good online article . But do not worry. The greatest online copywriting experts have already found many solutions.

Over the decades they have tested, developed and popularized proven schemes that will make writing online smooth and rewarding. And the great thing is that they actually work! In this article you will understand how copywriting schemes can help you, which ones to use and when to do it. As a result, you'll save time and be able to write for the web more persuasively and faster.

Writing Well: Why should you use copywriting schemes?

At this point you may be scratching your head and thinking: why should I use templates to write articles online ? Wouldn't that make my job harder? With more to remember, isn't my head about to explode from information overload?

Well, hold on tight. The point is that the diagrams are designed for those who need to write effectively for the web: you don't have to be afraid of the blank page, because in their simplicity they will suggest what to write and how - freeing up space in the brain for your creativity. And, if you're worried about not remembering them all, don't worry. I've compiled the 44 best templates used by seasoned copywriters for years. You can use all these formulas in your blog and beyond.

For example:

• In the introductions
• Inside the articles
• In the titles
• On the Lead Generation pages
• On the Sales Pages

And everywhere else you use copywriting. All you need to do now is bookmark this article and continue reading.

How to write a title for your blog: effective copywriting schemes

Headlines serve to capture the attention of readers and encourage them to read blog articles. Writing for the web often means starting right from the title. The problem is that there are many ways to write headlines and it often takes hours to find the perfect one.

The following schemes, on the other hand, (in addition to saving you time) provide you with excellent ideas for writing compelling web titles and can also be used as the subject of e-mails and in the headers of landing pages.

1. Who else…?

The “Who else…” formula is the creative alternative to the usual “How to” headline: by including readers in the headline you give a sense of connection and personalization to your online writing .

Here are some examples:

• Who else writes better in the evening?
• Who Else Loves This Lead Generation Plugin?

2. The secret of…

This pattern is perfect for writing headlines that make readers feel engaged, as if they know some confidential information. Create an emotional response. If readers don't click in and read, they won't discover the secret and will ideally be left out.

Here are some examples:

• The secret to writing a successful blog
• The secret of Landing Pages that convert big

3. Here is a method that helps [Recipients] to [Benefit you can provide]

With this copywriting scheme you are telling your readers that you can help them on a very specific topic. You're helping them find what they need (and maybe they didn't know they were looking for).

Here are some examples:

• Here's a method that helps bloggers write the best incipits
• Here is a method that helps marketers get more leads

4. Little known ways to…

The formula of "Little-known ways" draws on the sense of scarcity, one of the basic principles of persuasion, developed by the psychologist Robert Cialdini, and which you must know if you want to write well for the web. To your readers, that translates to "not many people know, but I'm telling you." People love to be where the best information is found. By using this strategy for an article title , you are metaphorically opening the door for him.

Here are some examples:

• Little known ways to improve your SEO
• Little-known ways to make keyword research easier

5. Get rid of [Problem] once and for all

Who wouldn't like to permanently eliminate a problem from their life? Here you are promising to do it for your readers and it is a challenging statement. If you use this idea to write your headlines, make sure you live up to this promise with your content.

Here are some examples:

• Get rid of spam comments once and for all
• Get rid of low-converting titles once and for all

6. Here's a quick way to [Fix a problem]

The time is essential. Your readers have none of the long, complicated solutions to their problems. With this formula, you create a headline that shows them that you understand that their time is valuable and are willing to give quick tips to solve their problems, so they can get on with their day.

Here are some examples:

• Here's a quick way to write a great headline
• Here's a quick way to get scratches out of your car's bodywork

7. Now You Can [Have or Do Something Desired] [Amazing Circumstance]

This type of headline is perfect for showing your readers that they can achieve something with great results. Using positive language helps build a good relationship with your readers and shows how you support them in their research.

Here are some examples:

• Now you can conclude a contract on the first date
• Now you can write a headline that gets more clicks

8. [Do Something] As [World Expert]

When you're out of ideas for writing a headline, you can get great results by citing an authoritative source (on the subject) as an example. Human nature aspires to be better; and who better to look like than an industry expert who has already been successful in that field?

Here are some examples:

• Write persuasive copy like David Ogilvy
• Lead a team like Maurizio Sacchi

9. [Have/Build] to be proud of

Introducing an element of pride in your article titles creates an emotional connection with your readers . Get the message across that not only are you proud of what they do or will create (using your advice), but that you're also proud of them specifically.

Here are some examples:

• Build a blog you can be proud of
• Grow a garden you can be proud of

10. What everyone should know…

When you use this formula, you are telling your readers that they should already know something. It taps into their fear of missing out . If they don't know this “thing” could they miss out on a learning opportunity?

Here are some examples:

• What everyone should know about writing for the web
• What everyone should know before buying a home

11. [number] [object] [person] will love

Use this ultra-specific title in your blog if you want to target ideal readers , who will feel like the article was written for them, which leads to higher click-through rates.

Here are some examples:

• 10 surefire techniques for writing well that all bloggers will love
• 9 +1 techniques for writing on Instagram that all influencers will love

12. As [action] When [action]: [person] Edition

When people are looking for answers, they'll likely find themselves typing “how” at the top of the question on Google. This blog headline idea goes a step further, specifying “when” along with the type of person the search is aimed at, to make it suitable for the typical reader.

Here are some examples:

• How to stay safe when traveling abroad: Digital Nomads Edition
• How to Eat Healthy When You Lead a Busy Lifestyle: Vegan Edition

13. The (friendly) guide for [person] to [activity] (final line)

When we use the term "guide" in a headline, it implies that the content will be covered in depth. This headline outline is perfect if you plan to write a blog post that is long but also targeted to a specific group of people. The final section has the function of the hook, because it highlights a problem that readers are still trying to solve.

Here are some examples:

• The asthma-friendly guide to exercising (and making it a habit)
• The animal-friendly guide to following a plant-based diet (and not giving up hamburgers)

14. Why [action]: Every [person] should be aware of [something]

Starting the title of an article with “why” (a certain situation has taken place) grabs the reader's attention. Couple that with a category of people and a pertinent statement that this particular group should be aware of and you have a winning headline .

Here are some examples:

• Why I Painted My Living Room Green: Every interior designer should know these flaws in color scheme
• Why I got rid of my classic cars: Every motor enthusiast should know what's really under the hood

15. [Number] Ways to [Action] Your [Something] Without Having to [Action] [Item]

Sometimes we can have trouble achieving a certain result due to an obstacle, which can be time or money. This headline idea is simple to apply because it highlights this problem and offers a solution.

Here are some examples:

• 5 ways to increase your engagement on Instagram without having to spend hours, every day, on your phone
• 9 ways to reduce personal expenses without giving up your daily cappuccino

16. [Number] Signs that [Subject] [action] (Don't worry: [final line])

The idea for writing this title is to divide it into 2 parts: the first part tells the readers about a problem that is occurring, the second part reassures them (that everything will be fine). Showing the before and after of a situation is a technique that allows you to write for the web by immersing the reader in the problem that you solve.

Here are some examples:

• 7 Signs Your Body Is Aging (Don't Worry: You Can Fight Them)
• 4 Signs Your Marketing Efforts Won't Succeed (Don't Worry: Here Are A Few Tips)

17. [Action] for [Time] [Result]

You can use the pattern in this title if the outcome mentioned is based on spending a certain amount of time performing a certain action.

Here are some examples:

• Perform these brain exercises for 10 minutes every day to help you remember better
• Eliminate red meat from your diet for 14 days and you've never felt better

18. Even [Who/What] can [action] [final statement]

A little inspiration can help anyone take action, whether it's buying a product or clicking on a headline. This pattern tells the reader “hey, you can do that too!”

Here are some examples:

• Even an apprentice social media manager can convert well by studying Facebook writing
• Even a beginner can build a fully functional WordPress website, without knowing coding

19. [Action] your [competitors/enemies] to [action] [result]

If you are a marketing expert and your goal is to improve your Google ranking, then the idea of writing a headline that mentions “beating your competitors” will sound very appealing to you. This scheme conveys the importance of being competitive, suggesting a goal or pushing for a certain action .

Here are some examples:

• Beat your competitors to #1 on Google using these 5 SEO tactics
• Defeat the competition from other takeaways by improving your showcase with these 5 tricks

20. We [verb] [object]: here's what we learned

This copywriting scheme for writing well online is based on a case study presentation. The headline shows an action you've taken, and the content will deliver the results.

Here are some examples:

• We analyzed nearly 1 million stocks - here's what we learned
• We made 25 Lego Creator sets - here's what we learned

Writing articles for the blog: the best copywriting schemes

There are many ways (some better and some worse) to write blog articles . The same can be said for site pages and all other important copy areas. The outlines below will help you organize your writing so you get the results you need:

21. AIDA - attention, interest, desire, action

One of the best-known writing formulas among copywriters is that of AIDA.

Here's what it means:

• Warning: Get the reader's attention
• Interest: generates interest and curiosity
• Desire: Provide them with something they desire the most
• Action: Get them to take action

Here is an example:

• Warning : Want to know what email marketing platforms exist for small businesses?
• Interest : Make the reader curious with relevant facts and statistics
• Wish : Provide a case study or example of success
• Action : Encourage him to try the platform

22. PAS: Problem, Agitation, Solution

PAS is another popular formula for copywriters . It's simple but extremely effective, proving that sometimes "simple" is so much better than anything else. It also has endless applications in email headlines and social media posts .

Here's how it works:

• Problem : Expose a known problem to your readers
• Agitation : Use emotion to amplify the problem and magnify it
• Solution : Offer the reader a solution to the problem

Here is an example:

“You are shamelessly ruining your blog (this will save it)”

• Problem : You are ruining your blog
• Shake : Shamelessly is an emotionally stirring word
• Solution : This will save it: You are providing a solution to save it

23. IDCA: interest, desire, conviction, action

Similar to AIDA, this formula further stimulates attention at times when you already have the reader's attention . The goal is to reassure and get readers to take action.

Here's how it works:

• Interest : Create interest
• Desire : Make your readers want something
• Conviction : Reassure and convince them
• Action : Direct them towards action

24. ACCA: warning, understanding, conviction, action

ACCA is a variation of AIDA that focuses on clarity and understanding. Remember that writing for the web above all means making the reader have little effort, explaining immediately how you can be useful to him.

Here's how it works:

• Caveat : Let your readers know about an issue
• Understanding : Add clarity. Explain how the problem affects them and let them know you have a solution
• Conviction : Creates conviction, a way to encourage them to take action
• Action : Direct them into action

25. AIDPPC: attention, interest, description, persuasion, proof, closure

Robert Collier invented this variant of AIDA. He believed this was the best way to create a sales letter.

Here's how it works:

• Attention : Grab your reader's attention
• Interest : generates interest and curiosity
• Description : Describe the problem, the solution and provide the reader with more details
• Persuasion : Persuade readers to take action
• Proof : Provide proof. Show your readers that they can trust you
• Closing : Close with a call to action

26. AVPPA: attention, advantage, proof, persuasion, action

Here's how it works:

• Attention : Get the attention of readers
• Benefit : Offer them something beneficial
• Proof : Prove that what you say is true/reliable
• Persuasion : Persuade them to use the advantage that is so valuable to them
• Action : Get them to take action

27. PPPP (Picture, Promise, Prove, Push): Paint, Promise, Prove, Push

This outline by Henry Hoke, Sr uses the four cornerstones of copywriting and draws on storytelling to create an emotional connection with the reader to great effect.

Here's how it works:

• Paint – Paint a picture through storytelling to create a desire for your offer
• Promise - Show the benefits you promise to deliver
• Evidence : Demonstrate through case studies, testimonials, and other evidence that you're nudging readers in the right direction
• Push : Get them to take action through careful encouragement

28. The 6+1 formula

The 6 +1 formula was created by Danny Iny as an alternative to AIDA and focuses on the importance of using context in copywriting

• Phase 1 : protect the context by answering the questions; "Who are you? Why are you talking to me?”
• Step 2 : Get the audience's attention
• Step 3 : Make your readers want something
• Step 4 : Explain what would happen if action is not taken now
• Step 5 : Offer your solution
• Step 6 : Call to action

29. Quest (Qualify, Understand, Educate, Stimulate/Sell, Transition): Prepare, Understand, Educate, Sell, Transform

The QUEST copywriting formula works like this:

• Preparation : Prepare the reader for what they are about to read
• Understanding : Show your audience that you understand them
• Education : Educate the reader in solving the problem at hand
• Sell : Sell the solution to the reader
• Transformation : Turn your reader into a customer

30. AICDVSAAO

This pattern is useful to use due to its almost gradual nature. Using this sequence you will be writing a full blog post and getting results in no time.

Here's how it works:

• Attention : Get the reader's attention
• Interest : generates interest and curiosity
• Credibility : Give a reason why they should trust you
• Proof : Prove it through examples and testimonials
• Benefit - Explain how the reader will benefit from your offer
• Scarcity : introduce the principle of scarcity through, for example, a limited supply over time
• Action : Get the reader to take action
• Warning - Warns the reader of the consequences of not taking action
• Now : Make it more urgent so they act now.

31. Pastor: problem, amplification, solution, testimony, offer, response

The PASTOR formula is from John Meese . It is an excellent solution for writing different types of texts for the web: Landing Pages, Sales Pages and articles for a successful blog .

Here's how it works:

• Problem : Explain a problem to the reader
• Amplification : amplifies the problem by showing the consequences of not solving it
• Solution : Tell a story about someone who solved the problem using your solution effectively
• Testimonial : Prove your bona fides further with real-life testimonials
• Offer : Explain what your offer is
• Response : End your copy with a call-to-action explaining what readers should do next

32. FPCI: familiarity, audience, cost, education

This scheme, more than a writing scheme, is a scheme to be used before starting an article to ask yourself 4 basic questions and decide:

• Familiarity : How familiar is your blog with your audience? Do you need to develop this familiarity to generate trust?
• Audience : Who makes up your target audience?
• Cost : How much does your product or service you are offering cost?
• Education : Do you need to teach your audience something before closing the offer?

Writing for the web: Copywriting schemes for Call To Action

By now you should know the importance of being able to write calls to action well . In the web writing process, CTAs are the most concrete part, the one that drives conversions. Without calls to action, your readers won't know what to do after reading an article or page on your blog. CTAs will direct them exactly where you want them to go. Let's look at some schemes that will make creating CTAs much easier.

33. TPSC (Text, Placement, Size, Color): text, placement, size, color

The TPSC formula covers the four key areas to consider when creating a button with a CTA:

• Text : Text should be clear, short, and direct. It should also deliver value by creating urgency
• Placement : The button should be in the most logical place, preferably above the clasp
• Size : It shouldn't be so big that it distracts the reader, but not so small that it's overlooked
• Color – Use color and white space to make your button stand out from the rest of your website

34. Elements Of An Offer Formula

If you don't yet know how to write an effective CTA, Elements Of An Offer Formula explains exactly what you should include.

Here are the key points:

• Show what the reader will get
• Establish its value
• Offer a bonus (if it meets certain conditions)
• View the price
• It trivializes the price, making it appear irrelevant
• Offer a guarantee of reassurance
• Minimize the risk. For example: If your solution doesn't work 100% after X days, we will offer you a full refund
• Make your offer limited for a certain amount of time or people to show scarcity

35. RAD (Require, Acquire, Desire): Request, Acquisition/understanding, Desire

This formula takes into account the 3 things that need to happen before someone clicks on your CTA, which are:

1. Visitors must find the information they need
2. Visitors should be able to understand your CTA easily
3. They need to want what's beyond your CTA

This provides you with exactly what you need to create the perfect call-to-action.

Here's how it works:

• Request : Give your readers the information they need before the CTA
• Understanding : Simplify the CTA
• Desire : Make them want what your CTA offers

36. “I want” button

This formula is simple and pretty self-explanatory. Simply fill in the blanks to create a CTA for your button:

• I want __________
• I want you to __________

Here are some examples:

• I want to get more conversions
• I want you to show me how to get more conversions

37. “Get” button

Similar to the above formula: just simply fill in the space. Add text to your "Get" button explaining what your readers will get if they click on it.

Here are some examples:

• Get a list of the best copywriting schemes
• Get a guide on how to write a personal blog

Writing for the web: emails, copywriting schemes for successful objects

The following patterns were designed for email subject spaces, but they work just as well in other blog areas as well. Many can also be used, to great effect, as blog post titles .

38. The Schema Report

The report schema is used in news headlines and can be a good fit for blogs that focus on trending topics .

Here's how it works:

• New [Agency/Research Institution] Approved [Process/Device]+[Benefit]
• Innovative [System/Process/Product]+[Benefit]
• Introducing [Technique/System/Process]+[Benefit/Mystery]

Here are some examples:

• New marketing research institute reveals secrets to successful campaigns
• This innovative email technique doubles your click through rates

39. The Data Schema

The data schema uses statistics to increase interest and curiosity in a title. Writing for the web doesn't just mean writing stories, on the contrary, it is often the data and practical information that give the final push to the reader to convince him to take an action or to buy a product or service.

Here's how it works:

• [Percentage] + _________
• ________ is rated as [Best/Worst/Most] + [Name]
• This thing gets [higher percentage growth/improvement] than the old methods

And some examples:

• 25% of blog owners never check their analytics
• This type of email is considered the best form of Content Marketing
• This Little-Known Copywriting Formula Increased My Organic Traffic By 120%

40. How to

The “How-to” scheme is known among most web writers as a quick way to explain content. You can use this formula in higher traffic sites because it works really well.

Here's how it works:

• Attention Grabbing Statement + [How To Do Something Better]
• How [exceptional example/regular person] does something interesting
• How to [achieve/solve/do something]
• How to [Complete/SolveDoing something]+Without “X”

And some examples:

• FREE Ebook: How to Choose the Right Cloud Service for Your Business
• How Jane Doe drove over 2k click-throughs in 3 days

41. The formula that investigates (The Rule of 5 W+1 H: who, what, when, where, why, how + action)

The 5 W + 1 H rule in Italian corresponds to the questions: Who? What? When? Where? Why? How+[action]?
This formula became famous when, around 1940, it began to be taught in Anglo-Saxon schools of journalism. Today it owes its fortune to writing for the web thanks to the flexibility with which it can be used both to write interesting incipits and to set up articles, reports, etc.

Example: Start today and publish one article a week to increase your blog's readership.
WHO? = you (implied)
WHEN? = from today
WHAT? = publish articles
AS? = one a week
WHERE? = in your blog
WHY? = to multiply the readers

Since this pattern is used a lot, I suggest you read my article on the Rule of 5 Ws and 1 H

42. The Approving Formula

The endorsement formula uses a form of proof to add weight to what you're offering. This is achieved through testimonials, quotes and other forms of endorsement.

Here's how it works:

• [Quote] by [Author Name]
• [Event/group name] + [Quote]
• [Testimonial/Question]
• [Benefit / Emotional Statement]

Here are some examples:

• “I have read over 50 books on the blog and none compare to this short ebook”
• “Have you heard of “44 Copywriting Formulas”?

43. This/That Scheme

This/That scheme is very easy to use. Simply ask a question or write a statement in the header using the words “this” or “that”.

Here are some examples:

• This copywriting strategy has increased my blog traffic
• This blog post changed my life

44. Brevity

It's all about this. Only one, two or three words are used to get the readers attention; can be used in conjunction with other layouts in any area of your blog.

Here are some examples:

• Do you have a moment?
• Quick question

Writing Well: Final Thoughts

Content marketing isn't just about promotion, statistics, and analytics. Often, the words you use and how you combine them on your blog, website or social pages have the biggest impact on your bottom line. To really level up your content, it pays to use some of these powerful blog copywriting schemes.

Don't use them are in headlines and articles, but anywhere you use written content, including:

• Landing Pages
• Information page
• Sales Pages
• Call to action
• Copy for Facebook or Instagram

These schemes have been used for years by industry experts who have shown that they can achieve great results.