Copywriting Formulas ------------------------------------------------------------------------------------ Lesson 1: Copywriting Basics VIDEO LESSON: https://youtu.be/RapFkC4lKZg

1. Copywriting for Entrepreneurs
Lesson 2

2. Project Shop: How It Works
Weekly LIVE Lessons
● Every Monday 30 mins-1 hour
● Replay Sent out Same Day
Assignments
● Due Every Sunday Night by Midnight
● Use Assignment Sheet for Worksheets
and Submission Link
Q&A
● Email Support
● Bi-Weekly LIVE Q&A
Finished Project
● Each Week Complete 1 step of Project
● Last Week Do Final Step, Turn in Project

3. Overview:
Copywriting for
Entrepreneurs
Week 1:
Copywriting Basics
Week 2:
Copywriting Formulas
Week 3:
Copywriting Subject Lines &
Headlines
Week 4:
Calls to Action & Final Sales Email

4. Copywriting:
The Body

5. BREATHE

6. Non-Writers
make GREAT
Copywriters

7. Gail Goodmans
10 Copywriting Commandments
7-10

8. Commandment 7:
Avoid Weasel
Words
May
Maybe
Hope
Wish
Try
Could
Perhaps
Strive

9. Commandment 8:
Don’t Use Passive
Voice
● Write in Present Tense
● Use Active Words

11. Our business was chosen to receive
an award for
Our business has an award for...
Our business is award winning.
10 new designs were created
We have 10 new designs

12. Commandment 9:
Include a
Customer Quote
"Tanya knows what it takes not only to get
a business up and running, but how to keep
it on top of your market.

13. Commandment 10:
Stay Clean &
Concise
1. Let go of flowery words
2. What do you want them to know
or learn?
3. What ACTION do you want them
to take?

14. Use Emotional Words

15. Emotional Word Examples
For confusion &
Helplessness
Doubtful
Perplexed
Dishonest
Pathetic
Doomed
Inspired
Fulfulled
Unburdened
Beaming
Radiant
For curiosity:
Secret
Confidential
Forbidden
Unbelievable
For Safe & Satisfied
Instantly
Guaranteed
Assured
Genuine
Urgency
Proven
Instantly
Deadline
Limited
Quick
Anger
Ordeal
Scandal
Provoke
Impatient

16. The Most Important Rule?

17. Use YOUR Voice

18. Be You
Be Conversational
Write How you Speak
Be Fun
Give your Brand a VOICE

19. Break Rules

20. 5 Grammar Rules
You Have
Permission to
Break
End Sentences with a Preposition
Use Sentence fragments
Try one sentence paragraphs
Start sentences with , But, Because
and And.
Use Contractions & Slang

21. Spalling &
Punctuat!on
Steal Matters!
Seriously, because reading that was painful

22. Copywriting:
Formulas

23. BAB
Before
After
Bridge
Before: Here’s Your world
After: Here’s what it would
be like if your problem was
solved
Bridge: Here’s how to get
there

24. BEFORE: Sitting in Traffic Sucks
AFTER: Imagine getting rid of your
commute and taking a walk in the park
instead?
BRIDGE: Use this technique to change
your commute

25. PAS
Pain
Agitation
Solution
Identify a Problem
Agitate the Problem
Solve the Problem

26. Problem: Tired of trying to figure out
what to write?
Agitation: You feel the stress of your
deadline approaching and other tasks
are falling behind.
Solution: Learn to break past writer’s
block with this.

27. FAB
Features
Advantages
Benefits
Features: What you or your
product can do
Advantages: Why this is
helpful
Benefits: What it means to
the person reading

28. Fast and Easy Skill Building (Features)
So you get more done every month
(Advantages)
To make more money (Benefits)

29. The 4 U’s
Useful
Urgent
Unique
Ultra-Specific
Useful- Be useful to the reader
Urgent-Provide a sense of urgency
Unique-Convey the idea that the
main benefit is somehow unique
Ultra-Specific- Be ultra-specific with
all the above

30. Learn Facebook Advertising basics
(useful) in 1 hour (unique). Answering
all your questions today, only 5 seats
left. (urgency)
Ultra specific:
Facebook Advertising Basics, 1 hour, 5
seats

31. The 5
Objections
I don’t have enough time
I don’t have enough money
It won’t work for me
I don’t believe you
I don’t need it
Identify the specifics of each objection
for your audience.
Write in a way that addresses at least
one objection (high five if you can
address all 5)

32. The fastest way to build skills (time) for less
than the cost of 2 lattes (money) even if you
think you suck at everything(won’t work for
me).
Jamie was able to increase customer leads by
50% (belief-case study) after learning
copywriting in 1 month.
What would doubling your leads do for your
business? (I don’t need it)

33. And more...
AIDA
4 C’s
FOREST
4 P’s
The 3 Whys
1-2-3 Formula
String of Pearls
Fan Dancer
Open Loops
Reader’s Digest
Sonia Simone’s 5 pieces
Star-Story-Solution
Star-Chain-Hook
ACCA
So what
AICPBSAWN
The Approach Formula
Bob Stone’s Gem
The 6+1 Model
UPWORDS
OATH Formula

34. Your TASK
Week 2
Due Sunday at Midnight
Write Copy Body
● 1 body using BAB formula
● 1 body using PAS formula
○ Min. 2 Sentences each section
● Remember all your focus from
last week: Who is it for, what’s
the offer, why should they care.
● Use at least 1-2 of the emotional
words

35. Q & A