Once you have established your product/service value proposition it needs to be developed into “copy”, also generally referred to as content, which will drive inbound sales lead generation and support sales development activities. The copy may take many forms, including: website, social media, press releases, brochures, newsletters, etc.
The professionals who prepare copy/content are generally referred to as copywriters. Preparation of content often follows a formula. Copywriting formulas are frameworks or structures that copywriters use to create compelling and effective copy for various purposes such as advertising, marketing, and sales. Here are some common copywriting formulas:
AIDA: Attention, Interest, Desire, Action – This formula is widely used in advertising and sales copy. It involves grabbing the reader’s attention, building interest, creating a desire for the product or service, and motivating the reader to take action.
PAS: Problem, Agitate, Solve – This formula is used to address a common problem or pain point of the reader, agitate the problem, and then provide a solution to the problem.
BAB: Before-After-Bridge – This formula is used to create a contrast between the reader’s current situation and the desired outcome. It involves describing the reader’s situation before using the product or service, painting a picture of the desired outcome, and then bridging the gap between the two.
The Four Ps: Picture, Promise, Proof, Push – This formula is used to create a clear picture of the product or service, make a promise about the benefits, provide proof to back up the promise, and then push the reader to take action.
The FAB: Features, Advantages, Benefits – This formula is used to highlight the key features of the product or service, explain the advantages of these features, and then describe the benefits of the product or service to the reader.
These are just a few examples of common copywriting formulas. Copywriters often adapt and customize these formulas to suit the specific needs of their clients and their target audience.