5 Copywriting Formulas That Sell Anything (Steal These)

How do you write copy that sells every single time?

Everyone thinks great copywriters just wing it and get lucky. But after almost 20 years in this game?

I’m here to tell you that winging it is not a copywriting formula that works. Neither is getting AI to write copy for you.

So if you’re a new or aspiring copywriter who wants to hone your craft and get better at writing, this post is for you.

Because I’m giving you 5 of my go-to formulas for landing pages, emails, sales pages, video scripts and ads that convert.

And these aren’t random formulas I pulled off the internet.

I spent almost a decade writing copy behind the scenes for some of the biggest brands in personal development, before I started writing copy for my own business.

And now, I teach hundreds of thousands of creatives, marketers and business owners from around the world how to write copy that sells without sleaze.

And these are the timeless formulas I refer back to again and again and again.

Oh and you’re definitely going to want to stick around for formula #5 because I’m going to share an ad I wrote that generated a 1,432% return on ad spend.

So yeah, you’re definitely going to want to steal that formula.

Let’s get into it.

Copywriting FORMULA #1: ABC

The first formula is the one I use when I need to write something short, simple and designed to get one specific action.

Like a short landing page, for example.

ow, because this copy is so short, the formula is really, really simple. In fact, it’s as easy as ABC.

First, A is for attention.

Before your copy can do anything else, it has to get someone to stop and pay attention.

On a landing page, that’s your headline.

Your one job is to immediately communicate: Hey you! Yes, you! This is for you. Keep reading.

Then we have B: Big Promise.

This answers the most important question running through your prospect’s head.

What’s in it for me?

This is where you communicate the outcome or benefit they’ll get from taking the next step.

Not just what the thing is. But what the thing will actually do for them.

And finally, C is for call to action.

What do you want them to do next?

Download, register, join, buy, book a call?

Whatever it is, make it crystal freakin’ clear. Because confused people don’t convert.

A-B-C. Short, simple, and very effective.

You can see our conversion rate on this page is over 75%, which blows industry averages out of the water.

But here’s what’s really cool. This isn’t just for landing pages.

You can use this same basic formula for ads, social posts, DMs, and basically any type of shorter conversion copy.

(If you want to see how this plays out on two more pages, here’s why two high-converting landing pages work.)

But when you’re writing something longer, especially something that needs to build a lot more belief before asking for the sale, ABC usually isn’t enough.

Which brings me to Formula #2.

Copywriting FORMULA #2: WHEEL OF PERSUASION

If I’m writing something longer, like a sales page or a landing page that is asking for a bigger commitment, I’m pulling out my Wheel of Persuasion.

This is a six-part formula I created years ago and still follow religiously to this day.

I created this formula because a massive mistake I kept seeing in sales copy was people constantly going directly from “here’s your problem” to “buy my product.”

Oh, you’re stressed? Buy my stuff.

You can’t sleep? Buy my stuff.

You’re struggling to find clients? Buy my course.

Nooooo! Stop. That just doesn’t work.

Your prospect doesn’t only need to understand that they have a problem.

They need to believe your product can actually help them solve it.

That’s where the Wheel of Persuasion comes into play.

First, problem.

What is the core problem they’re experiencing? You can see in this example, the core problem is they need help finding their next client.

More specifically, they need a repeatable system for finding clients that does not involve cold outreach, needing to have a website, or posting constantly on social media.

Then you move on to pain.

How is that problem actually affecting their life? What are they feeling and experiencing?

You can see on this page, I have tons of pain points listed out here. You don’t have to do it in the same style as I’ve done it here.

But I thought this was cool because these are all real problems and struggles my community shared with me when I asked them what their biggest problem was when it came to finding clients.

Then comes a really important one. Prescription.

What is the believable solution to that problem?

And notice I said solution. This is not where you talk about your product.

If you strip your product or offer away, what is the underlying solution?

You can see on this page, the solution to the problem of “not finding clients” is that they lack a system.

Notice, I’m not saying anything about my system or my solution yet.

I’m simply calling out what they’re missing is, in fact, a system.

Because before you try to convince someone that they need your thing, you have to get them to believe in the solution itself.

Then you pivot from them to you.

Why are you qualified to help?

Then position your solution.

Why is this different, easier, faster or better than what they’ve already tried? You can see this is where I say I created my Client Attraction System to help copywriters, marketers and creative service providers consistently find, connect with, land and onboard new clients, in a way that feels fun, easy and empowering. No cold outreach, website or content creation required.

And then I introduce the product, in this case, Client Week!

And that’s the Wheel of Persuasion.

Problem → Pain → Prescription → Pivot → Positioning → Product.

Now a sales page is one big pitch.

But your emails? If every single one sounds like a pitch, people are going to stop opening them and unsubscribe faster than you can say “you’ve got mail.”

Which is why the next formula is so important.

Copywriting FORMULA #3: EMAIL CONVERSION STORY

One of my favorite ways to sell through email is storytelling.

Storytelling emails let you build trust, connection and engagement with your list.

While still strategically moving people toward becoming customers.

And I use a ridiculously simple 3-step formula:

Step 1 is: Source a Story.

Please don’t overthink this, alright.

You do not need some Oprah-level transformational story every single email you write.

You just need something to lead in with. It can be something completely ordinary.

Maybe it’s something weird your kid said on the way to school that morning.

A conversation you overheard at the coffee shop.

The dinner you burnt last night.

A client win.

A movie you watched recently.

A random fact you learned.

Everyday life is filled with stories. You just have to learn how to recognize the stories all around you.

99% of my emails begin with a story. And they’re about all kinds of random stuff.

(If you want help finding stories, here’s how to source amazing stories to use in your emails.)

Now if this is something you struggle with, then I highly recommend creating a Story Inventory.

A spreadsheet, or even a note on your phone, where you can quickly type in any stories or ideas as they pop into your head.

Which is so much easier than sitting down and waiting for inspiration to strike.

And then step two is: Name the Goal.

So what is the purpose of this email?

Maybe you want someone to watch your newest YouTube video.

Reply to a question.

Download something.

Register for a workshop.

Or buy something.

Pick one goal you want your email to accomplish.

Then comes the part where most people get super awkward.

Step three: Build the Story Bridge.

This is how you connect your story with the actual point, or goal, of your email.

Good emails always have a bridge connecting the story to the offer.

Because you can’t tell some hilarious story about getting trapped in an elevator and then suddenly go:

“And that’s why you should buy my course!”

You need a bridge that somehow connects the things together. And yes, this works even when the story is 1000% unrelated to whatever the email is about.

You can bridge your story with a lesson, a comparison or contrast, or one of my favorites, a metaphor.

Now I have an entire free workshop where I go into my Conversion Story Formula in more detail.

You can check out the free Email Story Workshop here.

But don’t go yet, because we’re about to talk about the most widely consumed form of content on the internet today.

Video. And yep, I’ve got a copy formula for that too.

Copywriting FORMULA #4: FOUR FORCES

Most people know that written copy follows a formula.

But what most people don’t realize is that spoken copy also usually follows a formula.

This is why some videos you watch capture your attention and keep you pulled in the entire time.

While other videos lose your interest in 2 seconds.

You can be sure the good videos almost always are following a script that was written using a formula.

Now, whenever I’m scripting a video, whether it’s a short-form Reel, a YouTube video like this one, a webinar or a VSL, I’m thinking about what I call the Four Forces.

(I’ve also broken the whole framework down in this video script template post.)

First, your script needs attention. You need a strong hook that makes the right person stop and think: Wait. I need to hear this.

But getting attention is only the beginning.

You also need retention.

Once you get their attention, you have to keep their attention throughout the rest of the video.

That’s where things like open loops, pattern interrupts, transitions, and stories come into play.

You want to continually give your viewer a reason to stick around for the next sentence, and the next, and the next.

Videos also need trust.

Because views don’t automatically equal sales. You need to give people a reason to believe you.

This is where what I like to call “show, don’t tell” comes into play.

Proof, screenshots, stories, examples, demonstrations, real results, and shared experience.

And finally, your video scripts need direction.

What’s the next step you want the viewer to take? Watch another video? Comment? Subscribe? Download something? Buy something?

Great scripts aren’t just engaging.

They also lead somewhere.

I’m literally using all four of these forces on you right now. I hooked your attention with five formulas.

I’ve been creating open loops to keep your retention.

I’ve been showing you actual examples and results to build trust.

And very shortly, I’m going to give you some direction.

But first, we’ve got one more formula.

And you already know that I saved this one for last.

And I’ve got some crazy receipts to show you on this one.

Copywriting FORMULA #5: THE 4 Cs

Last year, my team and I were running ads for one of our live events, Posse Week, now called Client Week.

And we tested a lot of different copy.

Some worked. Some, not so much.

But then there were these.

And when I look at the strongest ads, there’s a simple four-part formula underneath them all.

I’m calling it the 4 Cs.

First: Call Out.

Who are you talking to? All of our best ads very directly call out the specific audience we’re speaking to right away.

Next: Clarity.

What’s the clear end result you’re promising? What do they get? In other words, what is in it for them?

The more specific you can be, the better.

Then: Credibility.

Why should they believe you? This could be a unique mechanism or method you’ll be teaching them.

It could be your own authority.

Or it could be some sort of data, testimonial, or mechanism that showcases what you’re talking about actually works.

And finally: CTA. 

Tell them exactly what to do next.

(For more on how I think through ad copy, here’s a live ad critique.)

Now look at this ad.

“A Step-By-Step System For Copywriters to Get Clients & Get Paid (on repeat).”

Look at how much work that one sentence is doing.

“For Copywriters” – specific Call Out.

“Get Clients & Get Paid (on repeat)” – It’s clear exactly what they get.

“A Step-By-Step System” – that’s a mechanism, which builds credibility.

And then, Learn More. There’s the CTA.

It’s simple and it’s clear.

And want to know how this ad performed?

A 1,432% return on ad spend.

And if you’re reading this thinking, “Okay Alex, I kinda love this. But how do I actually get started as a copywriter?!” I’ve got you.

I created a completely free Get Started Copywriting Guide that’ll walk you through the first steps to turning your words into income, even if you have zero experience and no idea where to start.

You can grab the Get Started Copywriting Guide here.

Until next time, I’m Alex. Ciao for now!

Want to see my copywriting formulas in action, watch here: