Skip to content

Copywriting 101#

This module is not intended to be complete.

Rather, we want to present good starting points for the creation of copy.

You can use these copywriting frameworks and words in your emails, on your website, and in your content.

Let's dive in:

Remember This Quote#

Amateurs sit and wait for inspiration, the rest of us just get up and go to work.
- Stephen King

Headline Formulas#

  • [Question/Problem] Here's How to Fix It
  • Why [Action/Thing] Is/May Be [Opinion/Assertion]
  • Warning: [Blank]
  • How to [Do Something] Like a Boss
  • How to [Do Something] in 5 Minutes
  • How to [Blank] and [Blank]
  • How to [Blank] Without [Objectionable Action]
  • How to [Blank]
  • How to Be [Desirable Quality]
  • [Audience]! Are You [Undesirable/Desirable Outcome]?
  • [Action] NOW!
  • These/Find Out Which [Thing] Could/Will [Desired Outcome]
  • How We [Desired Result] in [Timeframe]
  • [Promise of What Your Business/Content Will Do]
  • [Keyword]: [Supporting Keywords]
  • Are You More Like [X] or [X]?
  • Reminder: [Claim or Truth]
  • Why [Problem] (And What to Do About It)
  • [Claim That Goes Against What Most People Think is True]
  • [4 Words or Fewer Summarizing Topic]
  • What You Should Know About [Topic]
  • [A Claim as if You Know the Future]
  • [Controversial Claim or Story]
  • No/Yes, You [Pre-Empt Objection] to [Achieve Desired Result]
  • [An Odd or Funny Claim]
  • Give Me [short time period] and I’ll Give You [desired result]
  • Who Else Wants [desired result]?
  • Why [Thing] [Outcome]
  • How to [Desired Outcome] Without [Unpleasant Action]
  • [Provocative Question]
  • [Social Proof] [Desired Outcome]
  • Take X minutes to get started with [blank]... you'll be happy you did!
  • How to [Achieve Desired Outcome]
  • Like [Celebrity]
  • Now You Can Have [something desirable] Without [something challenging]
  • See How Easily You Can [desirable result]
  • [A Quote From/Summary of a Testimonial]
  • How You Can [desired result] Almost Instantly
  • The Quickest & Easiest Way To [desired result]
  • Never Suffer From [undesired result] Again
  • How To [desired result] When You’re Not [blank]
  • No [undesired result] Just [desired result] Everyday
  • How To Get [desired result] Out Of [blank]
  • If You Can [blank] You Can [desired result]
  • Warning! Are You [Something Undesirable]?
  • How [A Seemingly Inconsequential Action] Can [Undesirable Result]
  • How to fast-track your [desirable result]
  • [A Call to Arms]
  • How To Take The Headache Out Of [blank]
  • How To Become [desired result] When You [something challenging]
  • [Outrageous/Controversial Claim]
  • Answered: Your Most Burning Questions About [blank]
  • X Questions Answered About [blank]
  • How To Turn Your [blank] Into [desired result]
  • How to [Achieve a Desired Outcome]
  • (The) [Group/Famous Person] Guide to [Blank]
  • The Ultimate Guide to [Blank]
  • 10 Things [Group] Do Differently
  • 7 Things We/You Should [Blank]
  • 7 Things Only [Group] Understand
  • 7 Things to Remember About/When/If [Blank]
  • 15 Things You Didn't Know about [Person/Thing]
  • 7 [Blank] That Will Change Your Life
  • 7 Quotes from/by [Famous Person] That Will [Desired Result]
  • 7 [Adjective] Facts [Person/Audience] Should Know
  • 13 Ways to [Do Something] When [Situation]
    • 7 Ways to [Do Something]
  • Can You [Find/Spot/Answer/etc.]
  • [Number] [Expert] Share [What]
  • [Number] Little-Known Ways to [Desired Outcome]
  • [Number] Steps to [Achieve Desired Outcome]
  • [Number] Hacks to [Achieve Desired Outcome]
  • [Number or How to] Simple/Easy Ways to [Desired Outcome]
  • A [Power Word] Tutorial to [Achieve Desired Outcome]
  • We Analyzed [Number] [Measurable] And This Is What We Learned
  • How To Make People Line Up And Beg To [blank]
  • The Lazy [blank’s] Way to [desired result]
  • The Ultimate Guide to [Achieve a Desired Outcome]

Elements Of An Offer - Formula:#

  • Here’s What You’re Gonna Get
  • Establish the Value
  • Offer a (Conditional) Bonus
  • Price
  • Trivialize Price
  • Guarantee
  • Risk Reversal
  • Scarcity

Classic Copywriting Headline Templates#

(source)

  • The secret of getting [results]
  • A little mistake that cost a [target market] [cost] a year
  • Advice to... [target market]  who want [results]
  • Do you suffer from [problem] at [occasion]?
  • Who ever heard of [target market] having [results] without [objection]
  • How I improved… [problem] without [objection] in just [time]
  • Discover the [benefits] you get with [results]
  • Proven: The most effective way to get [results]
  • How a [something perceived as bad] resulted in [results] and [benefits]
  • Do you suffer from [problem]?
  • Do you have these symptoms of [problem]
  • Guaranteed to [results] without [objection]
  • How a new [product] solved my [problem] in just [time]
  • Which type of [target market] are you? Is it stopping you get [results]?
  • Does your [problem] ever embarrass you?
  • To people who want [results] but don’t know where to start
  • How much is [problem] really costing you?
  • The right way to solve  [problem]
  • [thousands / hundreds / etc] of [target market]  now have [results] will you join them?
  • For the [target market individual, not plural] who has less [results] than he / she wants
  • Suppose this happened to your [business / life / relationship etc]. Would you survive?
  • Are other [target market] secretly overtaking you?
  • X proven ways to get [results] and [benefits]
  • Are you ready to have [results] in just [time]?
  • Get your hands on this system that took one [target market] from [starting results] to [end results] in just [time]
  • How I got [results] by making this unusual mistake.
  • Why some [target market] always have / get [results]
  • You can laugh about [problem] if you follow this simple plan
  • Five common [problems] faced by [target market] which one do you want to solve?
  • What [industry experts] do when faced with [problem]
  • [industry] experts prove that you can have [results] and with this new [product]
  • Why it’s not your fault you have [problem]. And how to make it disappear in just [time]
  • Thousands of [target market] can have [results] but never realise it. Don’t let it be you.
  • Why [target market] are raving about this [product].  ([Results] is just one of the reasons)
  • For just [cost] a day you can have [results] and [benefits] in [time]
  • To [target market] who want [results] by [time]
  • This new [product] will get you [benefits] galore
  • It’s not right that you don’t have [results] when so many [target market] do
  • The secrets of [target markets] that always get [results]
  • What the [industry] experts don’t want you to know about solving [problem]
  • Why do some [target market] have more [benefits] than others? The answer might surprise you

Words That Sell & Power Words#

  • Free
  • Fast
  • Easy
  • Simple
  • Professional
  • Tested
  • Limited
  • Valuable
  • Unlimited
  • Under priced
  • Highest
  • The truth about
  • Affordable
  • Attractive
  • Proven
  • Results
  • Discover
  • Excel
  • Money
  • Guaranteed
  • Wealth
  • Safe / Save
  • Improved
  • Own
  • Unique
  • No Risk
  • Love
  • Best
  • New
  • Value
  • Famous
  • Competitive
  • Innovative
  • Sure fire
  • Crammed
  • Astonishing
  • Urgent
  • Excellent
  • Surging
  • Bargain
  • Pioneering
  • Genuine
  • Launching
  • Better
  • Spotlight
  • Largest
  • Unlock
  • Introducing
  • Wanted
  • Interesting
  • Complete
  • Quality
  • Lavishly
  • Breakthrough
  • Unconditional
  • Security
  • Revolutionary
  • Magic
  • Weird
  • Unusual
  • Instructive
  • Edge
  • Fascinating
  • Bottom line
  • Tremendous
  • Monumental
  • Last minute
  • Insider
  • Confidential
  • Secret

Subconscious Words & Phrases To Get In Your Readers Mind#

  • When
  • Just Pretend
  • The More You
  • Every time You
  • What It’s Like
  • Suppose
  • Remember
  • What Would It be Like If
  • Find Yourself
  • Realize
  • Sooner or Later

Additional Resources#