Help Me Find My “Missing” Copywriting Formula
September 5th, 2008 by Bob Bly
In my long copywriting career, I must have come across two dozen “formulas” for writing copy.
The most famous one is AIDA (attention, interest, desire, action). There was another one called Star Hook Chain, though I can’t remember that that meant. As for the other copywriting formulas, the rest have largely faded from my mind. And that’s where you can help me and other readers of this blog interested in writing persuasive copy.
Can you, in a comment on this post, share with us any of the lost copywriting formulas — perhaps one you use yourself, or maybe just one you remember?
My recollection is that most of those old formulas made a lot of sense, and all copywriters today could profit from them — if only we knew what they are.
This entry was posted on Friday, September 5th, 2008 at 2:04 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
September 5th, 2008 at 2:19 pm
One is ACCA, isn’t it? Awareness, Comprehension, Conviction, Action?
September 5th, 2008 at 2:55 pm
I think KISS applies here. I think that this could be a formula because there are so many blogs around by extremely intelligent people that sometimes I think I can’t compete with them. So I don’t start anything. I’m so jealous about how they can articulate about the smallest thing or complex idea and make semse. Then I realized that they are only writing for themselves, not for their readers.
September 6th, 2008 at 4:14 am
4P – Picture, Promise, Proof, Push;
As with any good formula, this one helps keeping focus. I use it a lot.
September 6th, 2008 at 7:40 am
I always liked, “Kill the body and the head will die.” Oh, wait — that’s boxing. Nevermind.
September 6th, 2008 at 9:07 am
How about a spin off of the police problem-solving model known as “SARA” which stands for Scanning, Analysis, Response, and Assessment?
It seems to apply perfectly!
September 6th, 2008 at 9:12 am
na
September 6th, 2008 at 10:26 am
A star, a story and a solution.
September 6th, 2008 at 10:29 am
One reliable (and simple) formula is: Star-Story-Solution.
Was used a lot by the late Gary Halbert.
Ben
September 6th, 2008 at 6:38 pm
[…] Help Me Find My ‘Missing’ Copywriting Formula… […]
September 7th, 2008 at 7:45 am
It’s more of a warning than a formula. And I learned it from a noted journalist, not a copywriter.
But I think you’ll agree the lesson is valuable for copywriters.
“You’ve got seven seconds before your reader abandons you for ‘Dear Abby.’ “
September 8th, 2008 at 4:51 pm
I’ve used and adapted Monroe’s Motivational Sequence. It was designed for speeches but I’ve used it for everything from articles to corporate videos. Here ’tis:
Attention step
Need step
Satisfaction step
Visualization step
Action step.
Al Gansky
September 9th, 2008 at 12:41 am
Don’t know how tried and true it is, but . . . .
Write about something that’s interesting in an interesting way for interested people.
September 9th, 2008 at 2:50 pm
Some old speechwriting advice I’ve heard over and over:
Tell them what you’re going to tell them.
Tell them.
Tell them what you told them.
September 10th, 2008 at 7:19 am
How about find a starving crowd…find out what they’d like to eat, then feed it to them
September 10th, 2008 at 7:31 am
Ken: in my opinion, Halbert’s starving crowd theory is the single most important piece of marketing advice I ever heard in my life.
September 22nd, 2008 at 1:43 pm
Ken – completely agree with Bob. I haven’t heard that before, but I love it. The weighty simplicity alone is a great lesson in good copy.
September 23rd, 2008 at 11:48 pm
BFD, UUU EPI FAGSFEG GGRAPP
—
Beliefs, Feelings, Desires
Unique, Useful, Ultra-Specific, Urgent
Emotional, Personal, Intellectual
Fear, Anger, Greed, Salvation, Flattery, Exclusivity, Guilt
Get, Get rid of, Relieve, Avoid, Protect, Prevent
October 9th, 2008 at 1:01 am
Bob-you’re the greatest master copywriter in the 21st Century! I’m so proud of you. I was scanning your blog tonight and had to answer your question.
The most lucrative six-word mail-order copy formula I’ve used over the last 40 years is:
Create a need and fulfill it!
Here’s another one.
When your benefit copy outweighs your product’s perceived value, you make a sale!
Write overwhelming emotional appeals enticing your prospects inner most desire to own your product. Anticipate answering all your prospects objections perfectly. Then enthusiastically close using proven exciting reasons why (s)he can’t live without it NOW!
Here’s another simple one: Keep your benefit copy moving!
One of my favorite copy formulas which I added to, comes from the legendary master copywriter and strategist Bob Stone:
1. Promise a major benefit in your headline or first paragraph—your most important selling benefit.
2. Immediately expand on your most important benefit.
3. Tell the reader/viewer specifically what she is going to receive.
4. Back up your persuasive selling copy with proof and testimonials.
5. Show the reader/viewer what she will lose if she does not act NOW!
6. Rephrase your most compelling benefits in your closing offer.
7. Incite immediate action to order—now.
The Robert Collier Formula is similar to the AIDA one. As one of the greatest direct mail copy experts of all times, he insisted the right order for sales copy was:
Attention
Interest
Description
Persuasion
Proof
Close
Earle Buckly’s Formula for successful direct mail letter copy is:
Interest • Desire • Conviction • Action
Victor O. Schwab’s AAPPA formula (one of the giants in traditional mail order advertising)
A—Get Attention
A—Show People an Advantage
P—Prove it
P—Persuade People to Grasp This Advantage
A—Ask for Action
There are dozens more mail order old-timers like myself and dm/mo advertising pioneers who have written copy formulas. If you want to know more of them, email me at cca4dmcopy@att.net. Happy to share the list.
October 9th, 2008 at 1:32 am
WHOA!
Want — What does the potential customer WANT
Headline(s) — What’s the point of the copy?
Offer — What’s being offered?
Action — The Request/Prompt for ACTION!
I just read this the other day, but can’t remember where I read it. It seems good, however.
May 27th, 2012 at 4:15 am
Mag.Jagsch…
[…]Help Me Find My “Missing” Copywriting Formula – bly.com blog – bly.com direct marketing blog[…]…
June 18th, 2012 at 12:31 am
I’m curious to find out what blog platform you have been working with? I’m having some small security problems with my latest site and I would like to find something more safe. Do you have any suggestions?
January 16th, 2019 at 2:10 am
Glad to read about this blog. The stories you share on this site are worth to read. coolmath tube master
June 20th, 2019 at 10:44 am
I have some questions in mind, how will you help people through your new online service, is there something for us who are new on this blog, as I read on writingcastle last month which is the best writing services related website that people are going crazy right now to buy online articles.
October 14th, 2019 at 4:54 am
It is difficult picking a decent CB antenna with the market being immersed with brands and models. This link is an assessment of the best units.
November 20th, 2019 at 10:59 am
In my opinion, on https://cellspyapps.org/ you can learn a lot about cell phone spy apps. It’s really useful to know
December 4th, 2019 at 6:19 am
Thanks for sharing missing copy right formula last time i have face some issue like this after clear this issue i am going to New York and get microblading service it was good experiance.
December 28th, 2019 at 4:18 am
This post is about the main copywriting recipe you’ll require, dread. Like any mentally educated strategy regarding influence. Camcorders have increased monstrous fame for helping us disclose our internal Spielberg by making music video styled family mosaics click here to see
January 3rd, 2020 at 4:42 am
Well, I don’t have a robot that automatically generates a copy that is sold. But I have a few lesser-known formulas that you can use to write more convincing copies. And I have a warning about a stinky formula that can lead to disaster and possibly scare off your web visitors. Click here to see
January 30th, 2020 at 1:07 am
Here is your quick read on Kishele Shipley biography. Interesting facts about Kishele Shipley and her boyfriend, Kawhi Leonard.
January 30th, 2020 at 1:08 am
The discomfort of a getting an unanticipated call from an unknown number is familiar to all of us, I’m sure! As an introvert
January 30th, 2020 at 1:09 am
AppValley VIP: Among those millions of apps that are made for iPhones devices, one app that has made a different place for itself is AppValley.VIP Download app.
January 30th, 2020 at 1:10 am
Here are 10 best alternative websites of Backpage of 2019, which you must explore to find the services or post and seek classifieds for free.
February 12th, 2020 at 1:44 am
I still think the Forerunner 405 should be discontinued because of its complexity for first-time users. I loaned my Forerunner 405 to my friend for a base jump off an antenna and he calls me on the ground before the climb up asking “How do I start this thing anyway?”
March 14th, 2020 at 11:34 am
Obviously, there was a concern, a need, as we described it previously, to communicate, but this time at a greater distance and from different environments.
March 19th, 2020 at 11:00 am
As concerning about the copy writing it is my favorite job to do for the different companies.Like I have recently did a copy writing for Best Adventure tent
March 31st, 2020 at 4:01 am
These devices are highly appreciated in sports such as golf, where long distances are covered. Some professional rangefinders have the ability to measure distances greater than 2 kilometers
April 2nd, 2020 at 10:21 am
I guess that to become a skillful copywriter whose works people will be buying, will require about 15 years of your life. So if you really want a good essay or any other work, better if you contact professional writers https://findmywriters.com/best-thesis-writing-service-review/ instead of losing these years. They will do everything perfectly. I mean it.
April 8th, 2020 at 6:40 am
I have read all the comments and discussion is so informative, there is another amazing product that can help copy for more information:https://bariway.com/best-mechanical-keyboard-for-programming/
April 10th, 2020 at 2:50 pm
best budget thermal imaging camera
April 25th, 2020 at 4:32 pm
copy write issue is very dangerous for website i was working on my clients website they were working on plasma cutter and plasma related product but some copy write issue on his website and banned website for some time so please avoid.
April 25th, 2020 at 8:11 pm
many website help to solve copy write issue and if you want to buy dirt bike for trail riding visit our website : http://www.outinglovers.com
May 23rd, 2020 at 11:40 am
university life all time student worried about assignment copy write issue and face different types of plenty but after studying student life easy and visiting tour and trips one important thing for tour camcorder if you want buy camcorder please visit our website and read more
July 8th, 2020 at 6:18 am
thanks for sharing very interesting article i am working on innovative isa providers firms if you need any help then contact me
July 20th, 2020 at 2:27 am
Implement directives issued by the state. Everyone joins hands to fight against epidemics, limiting moving out indoors to keep the living environment clean.
fireboy and watergirl
September 7th, 2020 at 12:25 pm
thanks for sharing very interesting i know university life is very tough but last year our college friend going for america and buy helmet it was awesome further information read more
September 7th, 2020 at 12:36 pm
here is very interesting topic last year i was going new york with my friends and buy camera read more
September 8th, 2020 at 12:03 pm
It is very interesting topic about caps and latest technology in caps and it is very helpful to me and i also buy this products learn more
September 8th, 2020 at 12:41 pm
It is very interesting topic about face mask and give us useful information i also use this product.For more click here
September 8th, 2020 at 12:45 pm
It is very useful article for me and i also buy it and it and use it and find positive result read more
September 8th, 2020 at 1:00 pm
This article give me useful information and i also buy this product and see positive result learn more
September 8th, 2020 at 1:12 pm
This topic is very interesting and give us useful information and i also bought this product read more
September 8th, 2020 at 1:27 pm
This article give us useful information and i also bout this product and have great experience learn more
September 8th, 2020 at 1:42 pm
Amazing Product.This topic is very interesting and give us useful Information and i also bought this product learn more
September 8th, 2020 at 2:01 pm
Awesome product. This article satisfies us and i bought this product as a gift for my best friend and he likes it very much for more click here
September 15th, 2020 at 3:02 pm
Wow Amazing.This article give me very interesting information and i bought this for my self and have great experience.I like the fragrance of this product learn more
September 17th, 2020 at 7:49 am
very important information if you want to read information about peer to peer investing visit our website.
September 19th, 2020 at 2:09 am
vkuyfufyfyfyukuky tykfktfctctyctyctc more
September 24th, 2020 at 2:15 pm
Amazing.This Article is very interesting And Amazing.I also bought this product and applied and have great experience read more
September 28th, 2020 at 4:23 am
bhbhbhbjbbh trnt
October 1st, 2020 at 12:12 am
Citas de motivación on Frases Para Enamorarz.
October 1st, 2020 at 12:13 am
Great post, I have perused this post here I got valuable data. This is an exceptionally helpful article for online audit perusers.
Restaurants Near Me Open Now,
points near me now
October 3rd, 2020 at 1:32 pm
WOW Amazing Product.This Product is very Excellent check the Product
November 21st, 2020 at 8:32 am
i am michal and read this blog it was awesome and the group member of this group is very active so i am trouble and need your help and guide about ifisa anyone have an idea about this.
December 23rd, 2020 at 11:30 am
It’s more of a warning than a formula. And I learned it from a noted journalist, not a copywriter.
But I think you’ll agree the lesson is valuable for copywriters.
“You’ve got seven seconds before your reader abandons you for ‘Dear Abby.’ “
December 23rd, 2020 at 6:13 pm
The Dads Agree is an educational and comparison site, so protecting your private information is our first priority. We do not collect any personal information unless you provide it to us click here for more info
January 1st, 2021 at 3:55 am
An outstanding copy will contain all the information related to the product plus it will also contain a headline, a hook, a call to action, customer pain points and urgency like buy it before the stock run out you can read one of the best copy here
January 1st, 2021 at 4:10 am
This is a great website. Click here for more
January 2nd, 2021 at 5:45 pm
Hey! I even have read all of your information and It seems interesting but I even have to point out you a decent gadget that you simply definitely want to seem at. Are you keen on playing games on the pc and checking out the simplest keyboard switches for gaming? we’ve tested the best gaming keyboard on the idea of durability, easy usage, comfortable operation, and technological features. The keyboard is that the most essential accessory of computers and will be equipped with the simplest features, compact and ergonomic design.https://cartnoch.com/best-keyboard-switches-for-gaming/
March 8th, 2021 at 8:12 am
Innovage Intellects is an IT-based company in Lahore Pakistan. We have a team of about 30 that helps to provide product strategy, website, mobile app, IoT, digital marketing & ERP development services to various clients including startups & corporations. Click For Best IT-Services
April 21st, 2021 at 2:15 am
I have followed all the discussion & it is so informative, there is another amazing product that can help here https://www.lookprov.com/top-8-video-gaming-bean-bag-chairs/
June 11th, 2021 at 5:25 pm
We a during the time of Confucius, when the breed was known as lo-sze. Imported to England in the 16th century, the breed quickly became a popular lap dog among the aristocracy. A Pug named Pompey is even credited with alerting Holland’s William I, Prince of Orange, to an assassination attempt by Spain. Over time, pugs have been the favored breed or both royals and celebrities—from Napoleon and Queen Victoria to Andy Warhol and Rob Zombie.
https://pugslandbreeder.company.com
August 23rd, 2021 at 6:04 am
mp3clan: You can download and listen to unlimited audio songs with MP3Clan’s web application anytime, anywhere. Besides mp3clan having a large collection of the most promising tracks from around the world, it also has multiple categories, including Blues, Classic, Dance, Electro, Hip Hop, Pop, R&B, and Rock. It is possible to download and listen to the tracks from each one.
September 26th, 2021 at 2:39 am
Great tips! I will try to incorporate these tips in my writitng.
November 26th, 2021 at 12:57 pm
if developers instead use Javascript, the web pages load quickly! Why is this happening? Is the code to blame? https://circleplus.in/error-0x0-0x0/ Does Windows 10 simply have a problem? Continue reading to learn how to fix Windows 0x0 0x0 errors! The term “delivered to an agent for final delivery” means someone on your behalf https://circleplus.in/delivered-to-agent-for-final-delivery/ has received it. A relative or a friend could have received it. You can contact USPS if you don’t receive your parcel. Sometimes kitsune is translated as fox spirit, but it actually refers to a broader class of folkloric creatures. Inari’s benevolent celestial https://circleplus.in/who-is-kitsune-in-real-life/ foxes, or zenko (??, literally ‘good foxes’) are sometimes referred to as the Inari foxes in English. What does tw mean? The term “total weight” is used to describe the total weight of all diamonds in https://circleplus.in/what-does-tw-mean/ a piece of jewelry. The carat weight of one diamond and the total carat weight of a diamond ring are very different, causing some confusion for first-time buyers.
November 26th, 2021 at 12:57 pm
In contrast, if developers instead use Javascript, the web pages load quickly! Why is this happening? Is the code to blame? Does Windows 10 simply have a problem? Continue reading to learn how to fix Windows 0x0 0x0 errors! https://circleplus.in/how-to-fix-0x0-0x0-error-code/ The 0x0 0x0 error has recently caused issues for web developers using Golang HTML code on Windows 10. Users can’t open their browsers due to the error.
December 15th, 2021 at 7:11 am
I would like to say that this blog really convinced me! Thanks, very good post.
June 14th, 2022 at 7:42 am
Top Gun Jacket is on trend right Now a new movie has come whose name is Maverick, has used this jacket which gives killer look So buy this now from Slim Fit Leather Jacket and enjoy 20% off use coupon code GET20
November 23rd, 2022 at 1:59 pm
It is hard to find a reliable washing machine service in Issaquah. However, you can rely on Superior appliances for this purpose. They offer one of the best washing machine repair services in your town at affordable rates. Their significant experience makes them eligible for offering you remarkable facilities.
December 20th, 2022 at 5:34 am
I found this post very exciting. I am also sending it to my friends to enjoy this blog. Grimey Bomber Jacket
March 18th, 2023 at 9:48 pm
INFO TERBARU TEXAS77
Minimal deposit ke Bank 10 rb
Minimal withdraw 25.rb
Minimal deposit ke pulsa 10 rb tanpa potongan
(syarat withdraw TO x5 khusus pulsa)
Ayo bosku buruan deposit..
dan juga kami ingin menginfokan kepada bosku semua nya
Bahwasanya dalam permainan server slot PG Soft dan pragmatic play sedang banyak jackpot besar nya bos
di coba kembali bermain bersama kami bosku ^^
hanya dengan minimal deposit sebesar 10rb bosku bisa mendapatkan hadiah hingga puluan juta rupiah ^^
September 25th, 2023 at 12:46 am
Experience top-tier hosting with iHost VPS’s vServer USA solutions. Our state-of-the-art data centres located in the United States ensure low-latency, high-speed connectivity for your applications. Enjoy the benefits of a reliable vServer tailored to the American market.
October 18th, 2023 at 11:30 pm
Make the new baby girl feel extra special with our personalised baby girl gifts. Our selection includes adorable items that can be customised with the baby’s name or initials, adding a unique and sentimental touch to the present. Celebrate her arrival with a personalised gift that she’ll cherish for years to come.
November 15th, 2023 at 2:43 am
Trust BSNS Consulting as your reliable Taxation Services Provider. With our in-depth understanding of tax laws and regulations, we ensure accurate and timely tax compliance for your business. Our proactive tax planning approach aims to minimise tax burdens and maximise savings, allowing you to focus on driving your business forward.
December 5th, 2023 at 6:31 am
As a large scrap buyer in UAE , We Buy Dead Stocks possesses the necessary resources and infrastructure to handle substantial quantities of scrap materials. Whether you have surplus metal, plastic, paper, or any other recyclable waste, they have the capacity to accommodate your needs efficiently and effectively. Their well-established network of collection centers, processing facilities, and transportation systems ensures a seamless and streamlined process from start to finish.
December 7th, 2023 at 12:01 am
Friseur Rezeption is a hair salon reception desk. This is the area where clients are welcomed, appointments are managed, and salon services are scheduled. It’s an important part of any hair salon’s front office.
December 11th, 2023 at 9:16 am
White 3951AW LED 3951BW 5-digit 3591AW
December 11th, 2023 at 9:17 am
7-Segment 3591BW Display 3951AW LED 3951BW
December 11th, 2023 at 9:17 am
5-digit 3591AW 7-Segment 3591BW Display
December 14th, 2023 at 5:59 am
Jewelgalore presents an enchanting collection of necklace set . Explore our range of elegantly crafted pieces, each designed to add a touch of sophistication and charm to your style.
December 14th, 2023 at 6:01 am
Navigate the academic landscape of osh state medical university, home to the esteemed osuimf. Aspiring medical practitioners converge in Osh to absorb the institution’s wealth of knowledge and expertise.
December 14th, 2023 at 6:04 am
If you’re seeking the best cancer care, Shalamar Hospital stands out as a dedicated cancer hospital , providing comprehensive oncology services and support for those in need.
December 26th, 2023 at 10:57 pm
Start with a compelling headline or opening that immediately grabs the reader’s attention. Pose a question, present a bold statement, undertale yellow or create curiosity.
May 9th, 2024 at 12:20 am
At BSNS Consulting, we offer you unparalleled Business Advisory Services near me. Our team of expert consultants is dedicated to providing personalised solutions that drive growth and success for your business. Whether you’re a startup or an established company, our strategic insights and industry knowledge will empower you to make informed decisions and achieve your goals.
June 6th, 2024 at 8:54 pm
Cartoon characters are no longer cute, they become more cruel and ferocious at night in Five Nights at Freddy’s fnaf . Can you survive your encounter with them?
July 26th, 2024 at 12:19 pm
Pamper yourself at Kullure Beauty and Body, the ultimate beauty spa salon . Book your session now.
September 25th, 2024 at 9:24 am
Thanks for sharing your informative information.
October 9th, 2024 at 5:32 am
Interesting post here!Publix Passport