Copywriting

Copywriting Patterns

Core Copywriting Formulas

AIDA — Attention, Interest, Desire, Action

Attention: Hook with a bold claim, question, or shocking stat
Interest:  Explain the problem in terms the reader recognizes
Desire:    Paint the "after" picture; introduce your solution
Action:    Single, specific CTA with urgency or scarcity

Example:

"Still losing 3 hours a day to manual reporting? (A) Finance teams at 500-person companies waste 60+ hrs/month on data exports. (I) Acme auto-syncs your tools and generates board-ready dashboards in 90 seconds. (D) Start your free 14-day trial — no credit card. (A)"

PAS — Problem, Agitate, Solve

Problem:  Name the exact pain point
Agitate:  Amplify the cost/consequence of the problem
Solve:    Present your product as the precise solution

Best for: Email subject lines, ad copy, social hooks

BAB — Before, After, Bridge

Before: Current painful state
After:  Desirable future state
Bridge: Your product is the path from Before → After

Best for: Case studies, testimonial framing, landing hero copy

FAB — Features, Advantages, Benefits

Headline Frameworks

The 4 U's Checklist

Every headline should score 3/4:

• Useful — Does it promise a benefit?
• Urgent — Is there a reason to act now?
• Unique — Can only you say this?
• Ultra-specific — Exact number, timeframe, or outcome?

Headline Templates

How to [achieve desired outcome] without [common objection]
The [adjective] way to [verb] [desired outcome] in [timeframe]
[Number] [things] that [target audience] does to [get result]
Why [target audience] [struggle with X] — and what to do instead
[Counterintuitive claim]: [brief supporting evidence]

Power Words by Emotion

CTA Patterns

CTA Hierarchy

1. Primary CTA — one per page/email, highest contrast
2. Secondary CTA — lower friction alternative ("learn more")
3. Tertiary CTA — social proof link, testimonial

CTA Formula

[Verb] + [Value] + [Timeframe/Qualifier]

Examples:

• "Start saving 5 hours/week" (not "Sign up")
• "Get your free audit" (not "Submit")
• "See Acme in action" (not "Request demo")
• "Claim your 30% discount — expires Friday" (urgency)

Friction Reducers Below CTA

• No credit card required
• Cancel anytime
• Setup in 5 minutes
• 30-day money-back guarantee
• Join 12,000+ teams

Storytelling Structure

The Hero's Journey (condensed for copy)

1. Ordinary world — Relatable current situation
2. Call to adventure — The problem that disrupts it
3. Refusal/struggle — Why existing solutions fail
4. Mentor appears — Your product enters
5. Transformation — The result after using it
6. New world — Reader's future state

Problem-Solution Narrative Arc

"Before Acme, [customer] spent [X hours] on [painful task].
They tried [alternative 1] and [alternative 2], but [why they failed].
Then they switched to Acme and [specific outcome in timeframe].
Now [emotional benefit]."

Voice Calibration

Tone Spectrum

Formal ←————————————————————→ Casual
Corporate  Professional  Conversational  Friendly  Playful

Voice Calibration Questions

1. If your brand were a person, who would they be?
2. What three adjectives describe your tone?
3. What words do your best customers use?
4. What would your brand NEVER say?

Do/Don't Template

Conversion Copy Checklist

Landing Page Above the Fold

• Headline answers: "What is it?" in 6 words or fewer
• Subheadline answers: "Why should I care?"
• Social proof visible (logos, review count, user count)
• Primary CTA visible without scrolling
• Hero image shows outcome, not product

Email Copy

• Subject line under 50 characters
• Preview text complements (not repeats) subject
• First sentence hooks — no "I hope this email finds you"
• One CTA per email
• P.S. line reinforces CTA (most-read element after subject)

Microcopy

• Form labels: describe what you need, not what field is called
• Error messages: explain how to fix, not what went wrong
• Placeholder text: example value, not field name
• Confirmation: confirm action + set next expectation

Editing Process

1. Write first draft — no editing, just output
2. Cut 20% — delete every sentence that doesn't earn its place
3. Clarity pass — replace jargon with plain language
4. Specificity pass — replace vague claims with numbers
5. Read aloud — fix anything that stumbles
6. Test headline — A/B or poll 5 people cold