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November 2, 2016

Can’t Hire a Copywriter for Your Launch? 19 Copy Formulas You Need To Drive Conversions

So you’ve got a course, new offering, or product up your sleeve … but don’t have the funds to work one-on-one with a creative copywriter to dream and draft up that custom sales funnel, launch sequence, and slew of Facebook ads.

I mean … you’re a pretty decent writer, right?

You know you need to tell a story with your words to promote your offering.

You know to draw in your target … but what intros work best? What must-includes need to claim a spot on your sales page? And good grief, what order does it all go in?

Copy formulas to use in your launch as a creative entrepreneur

That, my buddy, is a-ok! I’m about to spill the beans on some copywriter best-kept-secrets.

Here are 19 of the best formulas that copywriters like me use when piecing together copy for creative entrepreneurs.

But first, I have two rules-of-thumb:

1. Don’t recreate the wheel

One of the best arguments for outsourcing something like copy is that you’re paying someone for the education they’ve cobbled together over years … and sometimes decades. Sure, it’s just peachy to tackle it yourself, but entrepreneur-life quickly teaches you that it time’s money, honey, and sometimes ya might as well just foot the bill for an expert.

But copywriters gotta make a living too, and aren’t always Walmart prices.

These attention-getting formulas come from the best-of-the-best: they’re battle-tested, compelling, and just plain work. Plus, formulas are uber-productive in my opinion — teach me to shave off time from my day and you’re my friend forever!

Trotting out these copywriting formulas could land you a big productivity boost. Unless you try to use them ALL …

2. The Keep It Simple Rule

I’m about to mic-drop on your Dropbox copywriting file (or Pinterest, or wherever you store learnings) and give you a ton of info.

Can you promise me something?

Keep it simple. If you like some of these? Use ‘em. Try them out in your next email or blog post or funnel. If they don’t work, scrub it. If they do work? Save that formula.

Repeat your winners. Scores of great [copy has] been pulled before it’s begun to payoff. -David Ogilvy

Stick to what you find works for you. Be ruthless about ignoring what doesn’t work.

That’s how you’ll maintain productivity. Ok. Enough chatter. Let’s see those formulas!

1. Before-After-Bridge

This little black dress of copywriting can be squeezed into 140 characters or slung through an entire cart close email series for a launch.

“Here’s your little world, where every day, you face a problem …”

“But, imagine if that problem vanished. Forever.

“Here’s how to get there.”

Make sense? Describe the target’s gray, cloudy world with that problem, and then position the pot of gold at the end. Courtney Johnson at Rule Breaker’s Club teaches a great free mini-course on this copy tactic on her website!

I plugged before and after copy on my client Jenna’s course launch sales page!

Ashlyn Carter Copywriting for Jenna Kutcher - Ashlyn Writes

2. Prob-Agitate-Solve

If B-A-B is the LBD, P-A-S can be the little white dress — related, but different. Here, you twist the knife. Make the problem more pronounced. What if it doesn’t go away, but instead gets worse … grows … increases … eclipses … takes over.

AH! That’s scarier than a Stranger Things Netflix binge.

Here’s a great email from Melanie Duncan about holiday promotions.

When I opened it in October, holiday promotions were a luxury I would get to dreaming up *if/when* I got that magical extra time in my schedule.

But Melanie’s copy QUICKLY twisted the knife and made me realize I gotta get on this — like, yesterday!


Melanie Duncan email from Ashlyn Writes Copywriting Blog

3. Hero’s Journey

American writer and scholar Joseph Campbell pieced together this formula, and you’ve seen it play out since ponytail-and-playdate days: Star Wars, Harry Potter, The Hunger Games, and beyond.

Sure, you could deep dive into it and make the formula longer, but here’s the gist.

Ordinary Hero

Call to Adventurous Goal

Conflict & Test

Meeting with a Mentor

Hero Wins

Nutshell? Next time you write a sales page for your course, write it so your client is the hero, you’re the Dumbledore helping them along the way to reach their goal.

For an example, check out this sales page from StoryBrand, a great marketing resource and perennial favorite podcast.

StoryBrand Ashlyn Writes

4. Features-Advantages-Benefits

I love this formula for sales pages, and for emails that introduce your course modules or offerings.

Trade secret: the word “features?” Um, it doesn’t exactly resonate with the emotional part of our brain that navigates purchase power.

D’ya know what does?

Benefits. Advantages.

We’re wired for survival as humans, so paint a picture about all the benefits someone will have AFTER encountering you and your product.

Birchbox is pretty jam-up on this. When you’re describing me makeup, I’ll be honest, I don’t really care what chemical compounds are involved, and what technology went into the brush. Those are features. I want the benefits. Tell me I’ll be prettier. Here’s a great example:

BirchBox Ashlyn Writes


5. Awareness-Comprehension-Conviction-Action (aka the WebMD formula)

Do you ever feel funny, and start searching around on WebMD? We’ve all done it, and we all know it’s the WORST way to self-diagnose … you always feel like you have whatever malady popped up!

But in terms of copywriting, the formula’s genius.

Make your reader aware of the problem …

explain how it affects them …

create a desire and conviction in your reader to get it fixed however you’re recommending …

and call them to take action.

6. 4 Q’s

Writing an about page? Never start off with “Hi, I’m ___!” They won’t listen unless you give them a reason to listen.

Tell them:

  • What I’ve got for you
  • What it’s going to do for ya
  • Who I am
  • What you need to do now

Best prescribed for? About pages and guest blog posts!

7. Attention-Interest-Desire-Action.

Arguably my fave. Email funnel madness here!

This copy formula arguably lays claim to being my favorite. AIDA is a standard copywriting formula, popping up in TV ads, radio ads, sales pages, and emails for years.

I like it ‘cause it’s versatile.

It works for a 4-part email series, or a 14-part email funnel repeated a few times. It works on a sales page, and it works in a simple tweet.

8. Alliteration-Facts-Opinions-Repetition-Examples-Statistics-Threes. 

Can’t see the forest for the trees with copy sometimes?

Try the AFOREST formula: this one can almost write your sales page for you! Highlight each letter on your services or sales page, and you’ve got solid gold.


Here’s another looooong formula, but follow this one for a multi-email funnel for your upcoming course or product launch!

Attention – Tell me the biggest problem you can solve.

Interest – Why should I be interested?

Credibility – Why listen to you?

Prove – Show me. I want to see social proof.

Benefits – Give me a bulleted list.

Scarcity – Tell me why I can only get this for a short time.

Action – What do I do next?

Warn – What happens if I don’t?

Now – Make me take action pronto!

10. Reader’s Digest Swipe

Reader’s Digest has been around since 1922. Legendary adman John Caples studied up on their approach to see what was included in paragraph one that was so darn addictive. Here’s what he found:

They’re fact-filled.

They state the main idea.

They’re specific.

They’re few adjectives.

They shock a bit.

This is your best-bet formula for hacking out an SEO-keyword filled blog post first paragraph. Here’s an example:

Ashlyn Writes

11. The Stone Method

The Everything Guide to Writing Copy points out that Bob Stone created this formula for sales letters and direct response ads. It’s still a go-getter gem for launch email funnels and sales page copy!

  • Begin with the strongest benefit.
  • Expand on that.
  • Tell in BIG detail what they’ll get.
  • Back it up (I like to use testimonials here!)
  • Tell what will happen to them if they don’t act
  • Sum up the big benefits
  • Give call-to-action

Give Me 5.

One of the biggest parts of copywriting is answering any of the reader’s objections r-i-g-h-t as she begins to ask them to herself. The logical side of the brain is starting to vouch for the emotional side’s purchase decision, so make sure you address these five basic objections she’ll have to buying.

I don’t have the time.

I don’t have enough money.

It won’t work for me.

I don’t believe you.

I don’t really need it.

Bonus points? If you’re writing an end-of-launch sequence email, always, always, ALWAYS include these … and not just on your sales page. These need to get in her inbox, ‘cause they’re important!

Here’s an example from my copywriting services page:

Ashlyn Writes

12. 4 P’s

Fast-tracking your launch? This one nurtures then quickly cuts right to the chase.

Picture: Build up the desire by painting a picture.

Promise: Tell me how you’re going to deliver.

Prove: Show me how others trusted you to do this, and it worked.

Push: Get me to commit.

This formula would work so well for almost any copywriting need: email marketing, Facebook ad copy, webinar pitch, blog post, sales page, and more. It’s pretty easy to remember, too!

13. Cliffhangers

Parenthood, The Bachelor, Stranger Things.

Why do they rope me in? Killer cliffhangers. Use this psychological formula you’ve known was a word since reading Nancy Drew to spur your reader on to get more, find out more, and keep reading more.


Tease them during a launch with “something big coming tomorrow!” during your email campaign, and see how it works!

14. 3 Reasons

Related to the Give Me 5 is this trio of thoughts. Brian Clark at Copyblogger — he’s so fantastic, y’all — sums it up well:

Why should I buy from you at all when I understand your competition better than you do, and there’s no difference?

Ouch! Tough love. Answer that, and you’re in badness!

15. Star-Chain-Hook

I’d use this at the beginning of a sales funnel for your new course or product, maybe when you’re introducing the free opt-in or lead-magnet, or maybe the FIRST time you mention your paid offering or course!

I could see this formula being a winner for product descriptions on Etsy, too.

Star: WHAT you’re selling.

Chain: Facts, benefits, reasons, testimonials that lead me to …

Hook: The call to action.

16. “So What” Test? 

Having a hard time figuring out what is a feature, and what is a benefit? This copywriting formula is a cinch to employ. Just ask yourself “so what,” and you’ll get to the meat of the problem.


Justin & Mary’s Flash Lighting Course has modules on lighting from the bride’s getting-ready room to the dimly-lit reception hall and sparkler exit.

So what?

So you can stand out in a saturated industry of wedding photographers who don’t know how to use flash!

17. Fan Dancer

You know those Vegas showgirls with ostrich plumes stitched together to make big fans and they wave them around mesmerizingly? That’s what this is.

Where can you fan dance in your copy?

Likely your email subject lines.

Dress it up, give some pizzazz, and pique interest without explaining everything away!


Classic copywriter Michel Fortin coined this:

Universal Picture Words or Relatable, Descriptive Sentences.

If you’re going to communicate, analogy, story, and anecdote typically buy your way in. Conjuring imagery is a great way to show your target reader that you’d love to be her Valentine!

Here’s some killer descriptive swipe copy from Marie Forleo’s awesome copywriting class.

19. OATH

Finally, I like this one because a lot of times, you gotta sell someone on something they don’t even know they need.

How do you do that? Take them from Oblivious-Apathetic-Thinking-Hurting. It’s a longer spectrum to dance your audience down, but proof that in time, you can take them from not knowing they even had the issue to realizing that they’re starved for the solution.

Alright, friend: how can I help you draft up copy that converts for your next big trick? Comment below — I would love to help you!

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  1. Scott & Al

    November 2nd, 2016 at 6:09 pm

    So, I have pinned this and am going to use it OVER and OVER and OVER. So much fantastic info here, truly revolutionary. Now I’m going to spend the rest of the afternoon running over all your old posts!

  2. Ashlyn Carter

    December 12th, 2016 at 2:25 pm

    Scott & Al, wow! Thank you so very much! I sure hope it was helpful — please know I’m an email away if you have any post idea that would help you out some more!

  3. Scott & Al

    November 2nd, 2016 at 6:09 pm

    So, I have pinned this and am going to use it OVER and OVER and OVER. So much fantastic info here, truly revolutionary. Now I’m going to spend the rest of the afternoon running over all your old posts!

  4. Scott & Al

    November 2nd, 2016 at 6:09 pm

    So, I have pinned this and am going to use it OVER and OVER and OVER. So much fantastic info here, truly revolutionary. Now I’m going to spend the rest of the afternoon running over all your old posts!

  5. Sofie

    December 11th, 2016 at 2:46 pm

    Since finding this article I have been using it over and over again. I finally feel like I have some understanding of copywriting. This is a really good article to keep bookmarked. Thank you so much, Ashlyn!

  6. Ashlyn Carter

    December 12th, 2016 at 2:26 pm

    Hi, Sofie! Read this over the weekend and it made my day. 🙂 You are so, SO very welcome. I needed to hear that! Please know that I’d love to hear any other ideas you may have for posts if you’ve ever got a hankering for any other copy/marketing help! hello@ashlynwrites.com 🙂

What do you think?


classic on the daily



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