27 Copywriting Formulas to Tell Captivating Stories

11/14/2014
27 Best Copywriting Formulas: How to Tell a Captivating Story Online
Social
Buffer
Open
social
Thoughts on sharing, creating, analyzing and converting with social media.
Overflow
HappinessSearch
Save time on social media with Buffer.

Schedule your first post now!
If Don Draper Tweeted: The 27

Copywriting Formulas That Will Drive
Clicks and Engagement on Social Media
By Kevan Lee
OCTOBER 13, 2014
72 Comments
Youve heard it said that storytelling is an essential element to drawing the reader into
your content and driving more engagement.
So how can you add this element to the blogposts you write?
https://blog.bufferapp.com/copywriting-formulas
1/46
11/14/2014
Can you fit a captivating story into a social media update, even one thats 140 characters
long?
Heres the great news: Theres a formula for that. Many storytellers and copywriters have
tested out the best intros and segues to draw readers to a piece of content. Their
copywriting formulas just plain workin blogpost intros, in social updates, in emails, and
anywhere else you might happen to write online.
Here are 27 of the best ones Ive heard. Give them a try and see how they might make
storytelling a breeze for you.
27 Copywriting Formulas That Grab Readers

2/46
11/14/2014
Attention
Why might you trot out a copywriting formula each time you need compelling copy?
I think one of my favorite perspectives on it, from someone who knows copywriting
better than anyone, comes from Copybloggers Demian Farnworth. His take: Copywriting
is the most productive way to get your writing done.
This is what it means to be an efcient writer: keeping your tools handy. You dont have
to recreate the wheel every time.
Finding a great formula that works for youwhether its a storytelling formula, a
headline formula, or any othercan be a big-time productivity boost.
Take a few of these for a spin and see how they might improve your social media posts
and content.
3/46
11/14/2014
4/46
11/14/2014
1. Before After Bridge

Before Heres your world
After Imagine what itd be like, having Problem A solved
Bridge Heres how to get there.
This is our current go-to formula for the Buffer blog. Describe a problem, describe a world
where that problem doesnt exist, then explain how to get there. Its a super simple setup,
and it can work for blogpost intros, social media updates, email, and anywhere else that
you write (or speak, for that matter).
Example:
2. Problem Agitate Solve

5/46
11/14/2014
Identify a problem
Agitate the problem
Solve the problem
Youre looking at one of the most popular copywriting formulas out there. Copyblogger
calls this formula the key to dominating social media. Its ever-present in copywriting lists
and tips.
Compared to the first copywriting formula in our list, its nearly an identical match with
only one difference: Instead of describing a life without the problem (the After part),
PAS describes life if the problem were to persist (the Agitate part).
Examples:
3. Features Advantages Benefits (FAB)

Features What you or your product can do
6/46
11/14/2014
Advantages Why this is helpful

Benefits What it means for the person reading
This copywriting formula highlights one of my favorite bits of advice on writing: Focus on
benefits, not features. Weve even taken this advice to the extreme of avoiding the word
features when launching new Buffer tools.
I also like the way that copywriter Joe Vitale phrases this one:
You get thisand the product does thisso that you get this.
Examples:
4. The 4 Cs
7/46
11/14/2014
Clear
Concise
Compelling
Credible
Heres one of my favorite formulas because it reminds me to stay focused on the goals of
the copy and the benefits to the reader. Keep the writing clear, keep it concise, find a
compelling angle to write from, and write with credibility that what youre promising can
be trusted to happen.
Example:
5. The 4 Us
Useful Be useful to the reader
8/46
11/14/2014
Urgent Provide a sense of urgency

Unique Convey the idea that the main benefit is somehow unique
Ultra-specific Be ultra-specific with all of the above
Looking for a way to write a great Twitter headline? Start here. The 4 Us formula seems
ready-made for social media. The elements of urgency and specificity fit well with the fast
pace of social and the small amount of text. If you can master this one, you can expect to
see great results for your social media marketing.
Example:
6. Attention Interest Desire Action (AIDA)

Attention Get the readers attention
Interest Interesting and fresh information that appeals to the reader
Desire Benefits of your product/service/idea and proof that it does what you say
9/46
11/14/2014
Action Ask for a response

AIDA is one of the most standard copywriting formulas for most any type of marketing
copy. Its been used for direct mail, television and radio, sales pages, landing pages, and
so much more. Many of the below ideas will play off the elements included here.
My favorite part of AIDA: attention. With blogposts and social media, this can amount to
writing an amazing headline.
Example:
7. A FOREST
A Alliteration
F Facts
O Opinions
R Repetition
E Examples
10/46
11/14/2014
S Statistics
T Threes (Repeat something three times to make it memorable.)
Phew! This is a big one. Youd be hard-pressed to fit this one into a social media update.
But a blogpost? A landing page? Sure thing.
And for those times when youre pinched for copy on social media, you can pull elements
out of A FOREST. Post with alliteration or facts or threes. Pick one, and see how it works.
Example:
8. The 5 basic objections

1. I dont have enough time.
2. I dont have enough money.
3. It wont work for me.
4. I dont believe you.
11/46
11/14/2014
5. I dont need it.

Chances are that a reader can easily come up with reasons not to read or click or share.
Those reasons will likely fall into one of these five basic buckets. Keep these in mind as
youre writing. If you can solve all of them, wonderful. If you can solve even one, great.
Example:
9. Picture Promise Prove Push (PPPP)

Picture Paint a picture that gets attention and creates desire
Promise Describe how your product/service/idea will deliver
Prove Provide support for your promise
Push Ask your reader to commit
Many of these formulas involve showing someone a picture of a desirable outcome. What
12/46
11/14/2014
a great opportunity to deliver happiness to potential readers and customers! The PPPP
follows up this dream with specific ways that the product/service/idea can help, along
with proof that it actually does. The final stepcall to actionis crucial, and it can be as
simple as a short URL if youre trying to fit this formula into a tweet.
Example:
10. The psychological pull of Open Loops

Create a cliffhanger with your content
Open loops are rooted in psychology. We need closure in our lives, and when we dont
get this closure, we feel anxiety, which spurs us to get closure, to find out more, to keep
reading.
Felicia Spahr described this phenomena in a post at KISSmetrics, pointing out the
prevalence of open loops in Hollywood filmmaking and TV.
Open Loops in TV shows are the equivalent of that cliffhanger that keeps you up at
13/46
11/14/2014
night, consuming your mind with thinking about whats going to happen the next week,
or that story line that was never quite explained. Those arent just blips in a script.
They are put there so that its harder for people to get up off the couch than it is to stay
and watch just one more episode.
Example:
11. The Readers Digest blueprint

According to famed copywriter John Caples, you can take great inspiration from studying
the way that Readers Digest articles are composed.
They are fact-packed
They are telegraphic
They are specific
14/46
11/14/2014
There are few adjectives

They arouse curiosity
Example:
Copybloggers Demian Farnworth and Jerod Morris put this formula to good use in the
way they open blogposts. Heres what theyve learned:
Your opening sentence should be short even as short as one word
The wrong quote can repel readers
A great story begins in the chaotic middle
You borrow liberally from your swipe file
On social media, the Readers Digest blueprint might look like this:
15/46
11/14/2014
12. Sonia Simones 5 Pieces Every Great Marketing Story Needs

1. You need a hero
2. You need a goal
3. You need conflict
4. You need a mentor
5. You need a moral
You might pick up on some familiar threads in Copyblogger cofounder Sonia Simones
formula. Conflict fits with Problem-Agitate-Solve. Mentor fits with the new-world
vision of Before-After-Bridge. All five elements together make for great storytellingfor a
blogpost, a landing page, and many more spots that support a start-to-end story.
Example:
16/46
11/14/2014
13. Write to one person

Good advertising is written from one person to another.
The above is a quote from Fairfax Cone, one of the leading voices in copywriting. His tip
reads more like advice than a formula, but the takeaway is just as good. Who is your ideal
reader? Find out (perhaps using marketing personas), then write to them and them alone.
Example:
14. The 3 Reasons Why

Why are you the best?
Why should I believe you?
Why should I buy right now?
This trio of ideas is an expansion on a tried-and-true question that all copywriters strive to
17/46
11/14/2014
answer: Why? Copybloggers Brian Clark has a neat way of summing all these
questions up into one big ask:
Why should I buy from you at all when I understand your competition better than you
do, and theres no difference?
Example:
15. Star Story Solution

Star The main character of your story
Story The story itself
Solution - An explanation of how the star wins in the end
18/46
11/14/2014
This formula doesnt necessarily need to be linear. You might tell your story and
introduce your star at the same time. And the star can be anythingyour
product/service/idea or even the reader.
Example:
16. Star Chain Hook

Star Your product/service/idea
Chain A series of facts, sources, benefits, and reasons
Hook The call to action
The key element of this formula is the chain. It is intended to take a reader from interested
to attentive. The right facts, sources, benefits, and reasons can help get them there.
Example:
19/46
11/14/2014
17. Awareness Comprehension Conviction Action (ACCA)

Awareness Present the situation or problem
Comprehension Help your reader understand how it affects them. Explain that you
have the solution.
Conviction Create a desire and conviction in your reader to use your solution.
Action Call to action
Save anvariation
hour a from
day the
on above
socialformulas,
media with
Buffer
Another
you might
sample this one for its focus on
comprehension. Whereas other formulas describe the situation and tell stories, this one
Schedule your first post
acts more as a diagnosis: This is whats happening, and this is how it affects you. When
done right, the comprehension step should lead straight to conviction then action.
Example:
20/46
11/14/2014
18. The 1 2 3 4 Formula for Persuasive Copy

1. What Ive got for you
2. What its going to do for you
3. Who am I?
4. What you need to do next
Another Copyblogger gem, this four-question formula has some great ties to the
storytelling opener of previous formulas, with a useful twist. After telling the story and
explaining the benefits, you then get to sell the reader on your authority. Who are you and
why should someone listen to you? Explain that part well enough, and you can breeze to
the call-to-action in the final step.
Example:
21/46
11/14/2014
19. So what?
Every time you state something, ask yourself, So what?
Helen Nesterenko, writing at the Eloqua blog, has a great way of spinning this one from a
features vs. benefits perspective.
Our knives have the sharpest blades!

So what?
So you can chop ingredients quickly and efciently, just like the pros!
One way that Ive looked at this with my Buffer writing is to ask so what in order to test
whether a tweet or paragraph or section adds any value to the reader. Why should
someone care about this particular thing Ive written? Typically, itll all come back to
22/46
11/14/2014
benefits.
Example:
20. AICPBSAWN (phew!)

Attention Biggest benefit, biggest problem you can solve, USP
Interest Reason why they should be interested in what you have to say
Credibility Reason why they should believe you
Prove Prove what you are claiming is true
Benefits List them all (use bullets)
Scarcity Create scarcity
Action Tell them precisely what to do
23/46
11/14/2014
Warn What will happen if they dont take action

Now Motivate them to take action now
Im not sure this one was meant to be an acronym or not. Its long! Nevertheless, therere
several good nuggets in here, starting with the first. A unique selling proposition could
probably be a copywriting post all to its own. Its a big idea, and finding the unique angle
to pitch your product/service/idea is key.
Like the A FOREST formula, you can grab bits and pieces of this one when sharing in the
confined spaces of social media.
Example:
21. String of Pearls

String together a series of persuasive stories
What does this formula conjure for you? Listicles. List posts have their roots in this
24/46
11/14/2014
copywriting formula. If listicles dont fit your marketing strategy, you can go in a different
direction by stringing together testimonials or benefits or any stand-alone elements that,
when combined, make for an overwhelmingly persuasive pitch.
Examples:
22. The Fan Dancer

Be specific without actually explaining anything
It took me a bit to wrap my head around this one. What is a fan dancer? Well, its
nothing really. But it did pique my interest! And thats the point. The Fan Dancer formula
uses specific details to create curiosity, all the while never revealing any actual
information about what that tantalizing something is. To find out, someone will need to
click or keep reading.
Example:
25/46
11/14/2014
23. The Approach Formula

Arrive at the problem
Propose a solution
Persuade the listener why your solution will work
Reassure that you and your solution can be trusted
Orchestrate an opportune opportunity to sell
Ask for the order (or response)
You might recognize parts of this formula if youve ever had a call from a telemarketer or
a visit from a door-to-door salesman. Its a soft sell. The formula takes its time to get
around to the Ask part, building trust along the way and looking for the best time to
make the final step toward the sale. Slow pitches like these might involve a couple steps
through the marketing funnel or perhaps a piece of long-form content with a variety of
26/46
11/14/2014
ways for the reader to act.

Example:
24. Bob Stones Gem

Begin with your strongest benefit
Expand on the most important benefit
Tell exactly and in detail what they are going to get, including all the features and
benefits
Back up your statements with support copy
Tell them what theyll lose if they dont act
Sum up the most important benefits
27/46
11/14/2014
Make your call to action. Tell them to reply now and give a good, logical reason
why they should.
Steve Slaunwhite shared this useful formula in his book The Everything Guide to Writing
Copy. You could probably have guessed that the originator of this formula is Bob Stone.
The successful ad man came up with this formula for sales letters and direct response ads,
but its been used in a number of different ways since.
Example:
25. The 6+1 model

1. Context
2. Attention
3. Desire
28/46
11/14/2014
4. The gap
5. Solution
6. Call to action
+1. Credibility
From Danny Iny of Smashing Magazine, the first six items in this copywriting formula
follow a similar path to the Before-After-Bridge formula, giving the reader a sense of what
life might be like with your product/service/idea. The key element that Danny has
added: credibility.
You can do all of the above and youll be well on your way to a sale, but you still wont
get it without one more ingredient, added along the way. That ingredient is credibility.
Example:
29/46
11/14/2014
26. UPWORDS Formula

Universal Picture Words Or Relatable, Descriptive Sentences
This is a neat one from Michel Fortin. Hes found that using common words that conjure
imagery or examples in the minds of readers will help a marketing message have
meaning.
Example:
30/46
11/14/2014
27. OATH Formula

The four stages of your markets awareness of your product/service/idea.
Oblivious
Apathetic
Thinking
Hurting
This formula can help guide your copy because it helps you focus on the reader and his or
her needs. What stage are they at in their awareness of your product? The spectrum runs
from the completely unaware (oblivious) to those in desperate need of a solution
(hurting). Knowing where your audience stands can help determine how you frame
your writing.
Example:
31/46
11/14/2014
Bonus: Literary Devices

Ive mentioned Demian Farnworth many times in this article. He and the Copyblogger
team are just so good at explaining the concepts of writing well. And heres another great
one from Demian: literary devices.
These are the styles and formats of the way we write compelling copy. Many of them are
likely done subconsciously. Its kind of neat to know theres a name and history behind
them.
Demian lists 12 at his blog. Here are my five favorites:
1. Polysyndeton Using Extra Conjunctions
If there be cords or knives or poison or re or suffocating streams, Ill not endure it
32/46
11/14/2014
Shakespeare, Othello
2. Chiasmus Reversal of Structure
Mankind must put an end to war or war will put an end to mankind.
John F. Kennedy
3. Epizeuxis Simple Repetion of Words and Phrases
Never give in never, never, never, never, in nothing great or small, large or petty,
never give in except to convictions of honour and good sense.
Winston Churchill
4. Anaphora Repetition at the Beginning
Mad world! Mad kings! Mad composition!
William Shakespeare, King John

33/46
11/14/2014
5. Epistrophe Repetition at the End
What lies behind us and what lies before us are tiny compared to what lies within us.
Ralph Waldo Emerson
Conclusion
The best copywriting formula: Yours!
Theres this great quote from David Ogilvy that I think sums up the matter of copywriting
formulas.
Repeat your winners. Scores of great advertisements have been pulled before theyve
begun to payoff. Readership can actually increase with repetition up to ve
repetitions.
His advice is for advertisement specifically, yet it rings true for the way that we write for
the web, for blogs, and for social media. Find a formula that works for you and your
audience, and continue to go back to it as often as you can.
Which formulas do you use in your writing? Did you have a favorite one from this
34/46
11/14/2014
list? Which ones did I leave out?

Itd be awesome to hear from you in the comments!
Image sources: Icon Finder, Blurgrounds, Markus Spiske,
146
Tweet
2447
28
Like
Want to save an hour a day on your social media management? Buffer can help! Schedule
your first post now.
Written by Kevan Lee

Content crafter at Buffer. You can find me online, tweeting about my writing process, or at
home, second-guessing football coaches. Live simply, give generously, beat cancer.
Follow @kevanlee
71 Comments
8,493 followers
Updates and tips from Buffer

Share
Login
35/46
11/14/2014
Share Favorite
Sort by Best
Join the discussion

demianfarnworth
a month ago
I feel very loved. :D

5
Reply Share
Kevan
Mod > demianfarnworth a month ago
Haha, excellent! I feel you deserve co-credit for writing this one! So many
great examples from you and the Copyblogger team. :)
1
Reply Share
Courtney Seiter
Mod > demianfarnworth a month ago
Yay! You definitely are around here. :)
Reply Share
Tegan @ AdSpruce
a month ago
Awesome post! It's definitely made me realise how much I still don't know about
copy writing. Nightmare!
I'll be trying some of these formulas today.
2
Reply Share
Kevan
Mod > Tegan @ AdSpruce a month ago
Excellent! I'd love to know which ones work for you, Tegan!
1
Julia
Reply Share
a month ago
Thank you for such a well-written resource Kevan! I love articles like this that I
can come back to again and again. A tip for you? I'd put your screen captures to
work for you by linking them to the tweets they represent. Some of those tweets
36/46
11/14/2014
work for you by linking them to the tweets they represent. Some of those tweets
are interesting. Bet you'd get click-throughs....
1
Reply Share
Kevan
Mod > Julia a month ago
Hi Julia! Thanks so much for the comment! That's a great idea to link to
those tweets. :) Glad you found some of them to be interesting!
Reply Share
ChristaWojciechowski
a month ago
This article is amazing! Thank you, Kevan. It will be my tweet cheat sheet for life.
1
Reply Share
Anna Shelton > ChristaWojciechowski
a month ago
Ha! Totally, couldn't have said it better Christa!

Kevan
Reply Share
Mod > ChristaWojciechowski a month ago
Thanks, Christa! So kind of you to say! Hope a couple of gems turn up

for you. :)
Reply Share
Darin L. Hammond
3 days ago
I just tweeted to you, Kevan, and this is the kind of excellent, in-depth posts I
referred to as being excellent. I am an Idaho man too - Rexburg. I have taught
university level advanced writing for 11 years, and I wish I would have just had
this to use as my text book.
The whole list is so sharp and seems so complete until I read the next one. I am
going to find a way to compress this as a cheat sheet.
I blog over at ZipMinis: Science of Blogging and Writing
http://www.zipminis.com. I'd love to connect with you.
Reply Share
37/46
11/14/2014

Mandy
Reply Share
3 days ago
You and Demian Farnworth, man. You both write articles and essays that, as a
writer and marketer, leave me in love with words. I regularly check Buffer and
Copyblogger to see if there's a position I could sneak into - I'd bring you coffee
and cronuts every day if it meant I could learn from you.
All that to say: thank you for this!
Reply Share
Nicholas Mann
22 days ago
I just want to say this was beautiful post, Kevan. Don Draper would be proud.

Neri
Reply Share
23 days ago
This is a stroke of genius. I'm a storyteller, and I love the conciseness and
immediate utility of your content.

Ollie
Reply Share
25 days ago
I spend an hour practising all the 27 formulas. Thanks a lot!
Reply Share
Kevan
Mod > Ollie 23 days ago
Hi Ollie! Thanks for the comment! Glad you found some takeaways from
this one!
Reply Share
Joy @ Joyfully Green
25 days ago
My goodness, this post packed a lot of punches! Excellent advice here that I
shared with my blogging group today. Thanks!

Reply Share
38/46
11/14/2014
Kevan
Mod > Joy @ Joyfully Green 23 days ago
Thanks so much, Joy! Such an honor you'd share this one with your
peers. Incredible!
Reply Share
Bram Berkhout
25 days ago
Writing heroes! Writing like heroes. You guys are my heroes @demianfarnworth
@kevanlee
Reply Share
Kevan
Mod > Bram Berkhout 23 days ago
Ha, thanks so much, Bram! Really appreciate the encouraging comment!

:)
Reply Share
ELIA SANTIAGO
25 days ago
Great Article this has opened my eyes i will be using this in my Blog thanks for
the tips.
Reply Share
Kevan
Mod > ELIA SANTIAGO 23 days ago
Thanks, Elia!
Reply Share
Krissanawat Kaewsanmuang
25 days ago
Amazing post this is my blueprint

I've try to create mindmap from this
Reply Share
Kevan
Mod > Krissanawat Kaewsanmuang 23 days ago
Sounds great, Krissanawat! Thanks for the kind words!

Reply Share
39/46
11/14/2014
Reply Share

CuCo Creative
25 days ago
Awesome post! Can't wait to try these out today!
Reply Share
Kevan
Mod > CuCo Creative 23 days ago
Thanks!
Reply Share
Andrew McIntosh
a month ago
Very nice and comprehensive list of formulas. Definitely a lot to remember but I'll
be using this post as a reference for a long while to come. I'm a web designer
who's just starting to blog and learning more about internet marketing and
copywriting, so this is invaluable. Thank you!
Reply Share
Kevan
Mod > Andrew McIntosh 23 days ago
Thanks, Andrew! Very happy to hear it!

Reply Share

Agnes Dadura
a month ago
wow Kevan! Awesome list! But I've actually went to the buff.ly/1nncKjl and it
wasn't concierge music service :D then I've figured out why ;)
Reply Share
Kevan
Mod > Agnes Dadura 23 days ago
Oh, haha! Yes, I probably should have mentioned those aren't real
tweets! Funny, the concierge one is the tweet I most wished were real,
too!

Robyn Willmore
Reply Share
a month ago
40/46
11/14/2014
Thanks Kevan. My job involves a lot of copy writing everyday, and sometimes I
too become jaded and run out of fresh ideas so to speak, but this post has
definitely shown me and reminded me of simple formulas to keep it fresh. I have
saved this post in order to come back to later.
Reply Share
Kevan
Mod > Robyn Willmore a month ago
Awesome stuff, Robyn! Hope there are one or two that prove helpful for
you!
Reply Share

WebScout
a month ago
Oh my goodness, this is excellent! Great, comprehensive tips for ecommunications today.
Reply Share
Kevan
Mod > WebScout a month ago
Thanks! Glad this one resonated with you!

Reply Share

Bryan Collins
a month ago
Awesome post Kevan. One for the swipe file.
Reply Share
Kevan
Mod > Bryan Collins a month ago
+1 for swipe files :)

Dylan Goldman
Reply Share
a month ago
What a great read, Kevan, thanks!

I am working on my M.A. in New Media Journalism, and for my final project, will
be devoting an entire blog to social media and how it has changed the ways in
41/46
11/14/2014
be devoting an entire blog to social media and how it has changed the ways in
which we communicate (in both professional and personal situations and
circles).
Your article is so thorough and well organized that I plan to use it as a reference
tool within either a future blog post itself or within a "Helpful Links"-type page.
Thanks! Great work.
-Dylan
Reply Share
Kevan
Mod > Dylan Goldman a month ago
Hi Dylan! Wow, such an honor you'd consider our Buffer blog for that.
Congrats on finishing up your M.A. Where are you attending? We Buffer
bloggers have a heart for journalism, so it's always neat to make these
kinds of connections. :)
Reply Share
Dylan Goldman > Kevan
a month ago
Kevan,
I am doing a fast-track online program through Full Sail University.
At first, I was trepidatious about the stigma associated with
"online education", but after scouring every medium for every
possible resource I could find on the school, I was impressed.
Imagine that...a journalist conducting exhaustive research! Never!
With the way journalism has evolved, I consider a blog as reliable
of a source as an academic journal, provided the research is
thorough, cited, linked and most of all, valid. What can I say, you
met my criteria!

Iyea Brandy
Reply Share
a month ago
42/46
11/14/2014
Iyea Brandy
a month ago
Really useful list. I am learning more about copy writing and this list contained
everything I could need. Thanks
Reply Share
Kevan
Mod > Iyea Brandy a month ago
Glad to hear it, Iyea! Good luck on your copywriting adventure!
Reply Share
Steve Hedstrom
a month ago
Again Kevan is getting us all the edge we need. Thanks man! :)

Reply Share
Kevan
Mod > Steve Hedstrom a month ago
Hi Steve! Thanks for the comment! Happy to help!

Serryjw
Reply Share
a month ago
I am in AWE on how you continuously provide such valuable content...THANK

YOU!
Reply Share
Kevan
Mod > Serryjw a month ago
Thanks so much!
Reply Share
Heather Brown McClurg
a month ago
These are great, but now I need tips on how to remember them all! LOL I'll pick
my top 5 and save for future use. Thanks for these!
Reply Share
Kevan
Mod > Heather Brown McClurg a month ago
Hi Heather! Thanks for the comment! Yes, that's indeed a lot to
43/46
11/14/2014
Hi Heather! Thanks for the comment! Yes, that's indeed a lot to

remember! Kudos on picking five. I typically do one at a time and then
come back to my bookmarks for future ideas. :) Hope these work great
for you!
Reply Share
Michelle Brammer
a month ago
You need to publish a book with all these great tips! Your posts are one of the
very few I print out for future reference. Thanks for these great tips.
Reply Share
Kevan
Mod > Michelle Brammer a month ago
Hi Michelle! Thanks for the comment! Glad you enjoyed the tips!

Reinvolve
Reply Share
a month ago
Great information in this article! Definitely something we can come back to!
Reply Share
Load more comments
WHAT'S THIS?
ALSO ON UPDATES AND TIPS FROM BUFFER
Anatomy of a Perfect Facebook Post:

Exactly What to Post to Get
The 10 Latest & Greatest Social

Media Strategies to Boost Your
32 comments 21 days ago
Kevan Hi there! Thanks for the
Joo Romo Great post Kevan, it's
comment! Great question. It sounds like

you've hit on something that
always good to learn from different and

unique experiments that
We Tested All the Best Advice to Get

More Clicks on Facebook.
What We Learned Analyzing 595

Buffer Blogposts: A Complete
64 comments a month ago
44/46
11/14/2014
64 comments a month ago
nativemedia Thanks for sharing.
Michael Keshen Very helpful! I'm
Great insights!
encountering one problem though.

When I run the Google Analytics
Subscribe
Add Disqus to your site
Privacy
Previous
Next
Actionable social media advice. Delivered daily.

Join 42,023 good-looking folks who get our latest content first :)
Email Address
Dont worry, you can unsubscribe

anytime.
More social media results in less time: It's possible with Buffer! Share content from anywhere
online, manage multiple accounts, collaborate with team members, and see which posts
perform best.
45/46
11/14/2014
Schedule your first post now!
Learn More
JOIN MORE THAN 1.5 MILLION PEOPLE WHO SAVE TIME ON

SOCIAL MEDIA WITH BUFFER:
Time your social media updates for your largest audience
Easily post to multiple social media accounts
Grow your followers with a consistent posting schedule
Schedule Your First Post Now!
Buffer for Business
The Awesome Plan
Email Us
FAQ
About
Blog
Buffer Culture
Jobs
More...
46/46

27 Copywriting Formulas to Tell Captivating Stories

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

27 Copywriting Formulas to Tell Captivating Stories

Uploaded by

Copyright:

Available Formats

11/14/2014

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Save time on social media with Buffer.

If Don Draper Tweeted: The 27

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

27 Copywriting Formulas That Grab Readers

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

1. Before After Bridge

2. Problem Agitate Solve

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

3. Features Advantages Benefits (FAB)

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Advantages Why this is helpful

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Urgent Provide a sense of urgency

6. Attention Interest Desire Action (AIDA)

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Action Ask for a response

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

8. The 5 basic objections

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

5. I dont need it.

9. Picture Promise Prove Push (PPPP)

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

10. The psychological pull of Open Loops

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

11. The Readers Digest blueprint

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

There are few adjectives

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

12. Sonia Simones 5 Pieces Every Great Marketing Story Needs

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

13. Write to one person

14. The 3 Reasons Why

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

15. Star Story Solution

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

16. Star Chain Hook

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

17. Awareness Comprehension Conviction Action (ACCA)

Schedule your first post

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

18. The 1 2 3 4 Formula for Persuasive Copy

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Our knives have the sharpest blades!

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

20. AICPBSAWN (phew!)

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

Warn What will happen if they dont take action

21. String of Pearls

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

22. The Fan Dancer

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

23. The Approach Formula

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

ways for the reader to act.

24. Bob Stones Gem

27 Best Copywriting Formulas: How to Tell a Captivating Story Online

25. The 6+1 model

27 Best Copywriting Formulas: How to Tell a Captivating Story Online