The document discusses several common copywriting formulas used by professionals to persuade readers, including: AIDA (Attention, Interest, Desire, Action) which gets the reader's attention, sparks their interest, creates a desire for the solution, and tells them how to take action. SSS (Star, Story, Solution) identifies a relatable character, shares their story and problem, and presents the solution. PPPP (Picture, Promise, Prove, Push) paints a picture of the problem, makes a promise, proves the solution, and pushes the reader to take action. The 4 U's (Useful, Urgent, Unique, Ultra-Specific) shows how the product is useful, urgent

1. THE NOT SO
SECRET
FORMULAS USED
BY COPYWRITERS
BY: ROBERT WILLIGER
HOW THE COPYWRITING FORMULAS
USED BY THE PROS CAN HELP YOU
IN YOUR EVERYDAY WRITING
www.robertwilliger.com @robertwilliger

2. What is copywriting?
From Wikipedia: Copywriting is written content conveyed through online
media and print materials. Copy is content primarily used for the
purpose of advertising or marketing. This type of written material is often
used to persuade a person or group as well as raise brand awareness.
In other words:
Using the written word to persuade

3. HELLO
MY NAME IS
Reader
That is the only name that matters when writing
copy. How does it benefit the reader

4. Copywriting Formulas
There are numerous formulas that have been used
by copywriters over the years.
Many originated with the early direct response
copywriters such as Eugene Schwartz, John Caples,
Victor Schwab, and others.
Modern copywriters are still using many of these
today.
The delivery mechanism may have changed but
human nature is still there

5. AIDA
Attention- Did you get their attention?
Interest- Are they interested in your offer?
Desire- Do they desire the solution you have?
Action- Did you tell them how to take action?
AIDA is the Grandpa of the copywriting formulas. It
has been using for years and many others have
originated from it.

6. SSS
Star- the customer or someone they relate to
Story- about the problem the customer has
Solution- how you have the solution
With the SSS formula, you identify the main
character that could be a celebrity or the
customer. You then share a story of how they
had the same problem as your prospect. Finally,
you show them how you have the solution.

7. PPPP
Picture- paint a picture in their heads
Promise- that you will show results
Prove- how you will do it
Push- get the prospect to take action
This is one who have certainly seen in ads,
especially, "As Seen on TV", They paint a picture of
a problem for you. They make their promise and
prove it with a guarantee. Finally, they push you to
take action and make the purchase.

8. The 4 U's
Useful- how is the product useful to them?
Urgent- is there a sense of urgency to the offer?
Unique- how is this different from similar things?
Ultra-Specific- no place here for vague details
Simply show the reader, using ultra-specific
details how the product is unique and will be
useful to them. Make sure they know the urgency
of taking action.

9. FAB
Features- what are the product features?
Advantages- what is the advantage of your product?
Benefits- How does it actually solve the problem?
It is very common for those that are close to the
product to think exclusively in terms of features. The
problem oftentimes is that the feature means nothing
to the reader. As a writer it is your job to translate the
features into benefits your prospect will understand.

10. Call To Action
Never assume the reader knows what action you
want them to take. Give them clear steps so they
know how to do what you are asking of them.

11. The End
For more information on copywriting and
marketing please visit www.robertwilliger.com
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