copywriting

# Copywriting Formulas, templates, and patterns for high-converting, SEO-aware copy. ## Copy Formulas | Formula | Structure | Best For | |---------|-----------|----------| | **AIDA** | Attention → Interest → Desire → Action | Landing pages, ads, blog intros | | **PAS** | Problem → Agitate → Solution | Email, sales pages, social | | **BAB** | Before → After → Bridge | Testimonials, case studies | | **4Ps** | Promise → Picture → Proof → Push | Long-form sales pages | | **4Us** | Urgent + Unique + Useful + Ultra-specific | Headlines, subject lines | | **FAB** | Feature → Advantage → Benefit | Product descriptions | | **PASTOR** | Problem → Amplify → Story → Transformation → Offer → Response | Video scripts, webinars | ## Headlines **Proven patterns:** - "How to [X] without [Y]" - "[Number] ways to [achieve benefit] in [timeframe]" - "The [adjective] guide to [topic]" - "Why [common belief] is [wrong/costing you X]" - "What [experts/successful people] know about [topic]" - "[Year]: The definitive guide to [topic]" - "Stop [negative behavior]. Start [positive outcome]." **4U Framework for headlines:** 1. **Urgent** — creates time pressure or FOMO 2. **Unique** — angle not seen elsewhere 3. **Useful** — clear benefit to reader 4. **Ultra-specific** — numbers, names, timeframes ## CTAs **Weak → Strong rewrites:** | Weak | Strong | |------|--------| | "Submit" | "Get My Free Analysis" | | "Click here" | "Start Saving Time Today" | | "Learn more" | "See How It Works in 60 Seconds" | | "Sign up" | "Join 12,000+ Marketers" | | "Buy now" | "Yes, I Want to [Benefit]" | **CTA formula:** `[Action verb] + [What they get] + [Benefit/outcome]` ## Email Subject Lines **Frameworks:** - **Curiosity gap:** "The one thing holding your SEO back..." - **Benefit-driven:** "Get 3x more organic traffic this month" - **Question:** "Are you making this SEO mistake?" - **Urgency/scarcity:** "Last chance: free audit expires tonight" - **Number:** "7 fixes that doubled our traffic in 30 days" - **Direct:** "Your site has 14 critical issues" **Subject line rules:** - 40-50 characters ideal (shows fully on mobile) - Personalization token in first 3 words increases open rate - Never mislead (damages deliverability) - A/B test sender name, not just subject ## Landing Page Copy Structure ``` [HEADLINE] — What you get + who it's for [SUBHEADLINE] — How it works / key differentiator [CTA] — Primary action [SOCIAL PROOF] — Numbers, logos, testimonials [BENEFITS SECTION] — 3-5 core benefits (not features) [HOW IT WORKS] — 3-step simple explanation [TESTIMONIALS] — Specific, outcome-focused [FAQ] — Handle top objections [FINAL CTA] — Repeat primary action + urgency ``` ## SEO-Aware Copy Principles Copy that ranks AND converts: 1. **Semantic keyword clustering** — Use primary keyword + 5-10 related terms naturally 2. **Answer intent first** — Give the answer in first 100 words, then expand 3. **E-E-A-T signals in copy:** - Experience: "In our 6-month study of 1,200 websites..." - Expertise: Author credentials in byline - Authority: Cite sources, link to studies - Trust: Transparent methodology 4. **Featured snippet formatting:** - Lead with definition or direct answer - Use numbered lists for "how to" - Use tables for comparisons 5. **Engagement metrics matter** — Write hooks that reduce bounce rate ## Writing Style Extraction Before writing, extract brand voice from user's documents: 1. Read `3_MEMORY/specs/brand_guidelines_template.md` if exists 2. Look for: tone adjectives, prohibited phrases, audience description 3. Apply consistently across all copy **Default voice if no brand docs:** Professional, direct, data-backed, no jargon. ## Power Words by Emotion | Emotion | Words | |---------|-------| | Trust | proven, guaranteed, certified, transparent, secure | | Urgency | now, today, limited, expires, last chance | | Exclusivity | exclusive, members-only, insider, private, invite-only | | Value | free, save, discount, bonus, extra | | Curiosity | secret, revealed, discover, hidden, what [experts] won't tell you | | Fear of loss | miss out, before it's too late, don't lose, risk | ## Best Practices 1. Lead with benefit, not feature 2. One CTA per piece — two CTAs = zero CTAs 3. Specificity > vague claims ("saved 3.4 hours/week" beats "saves time") 4. Read aloud — if awkward, rewrite 5. Test headlines first, they drive 80% of results 6. Match copy to awareness level (unaware → problem-aware → solution-aware → product-aware) 7. Use social proof numbers: "12,000+ users", "4.9/5 rating", "$2M revenue generated" ## Agent Integration **Primary:** Use when asked to write any marketing copy **Related skills:** `marketing_psychology`, `seo`, `email_marketing`, `video_content` **Agents:** content-creator, copywriter (when specialized copy needed)