I've written marketing copy for 6+ years.

Here are 10 copywriting formulas to increase conversions and clicks on your ads, emails, headlines, and landing pages.

Formula: Problem, Agitate, Solution.

P: identify main problem your audience has.

A: agitate with emotions & stressors.

S: offer your product as the solution.

Use for: landing pages

Example: @buymeacoffee
Formula: Be X Without Y

Be [solution] without [pain-point]

Focus on what your audience wants to become and how they can achieve it with no stress.

Use for: headlines

Example: @HypercontextApp
Formula: Anaphora

Anaphora is the repetition of a word or phrase at the beginning of each sentence, helping to solidify your message.

"Big skies. Big Scenery. Big Possibilities."

Use for: ads

Example: @WestJet
Formula: Attention, Interest, Desire, Action.

Get attention via a bold statement. Tease the solution to spark interest.

Build desire via wants and needs. Then show them how to take action.

Use for: body text

Example: @arvidkahl
Formula: Feature, Advantage, Benefit

Don't just list features. Highlight the advantages those features bring, and the end-result they achieve (benefit).

Use for: body text

Example: @Grammarly
Formula: Verb, Value, Urgency.

Verb → get
Value → graded
Urgency → today

Use for: CTAs

Example: @larrykim's @WordStream
Formula: Before, After, Bridge.

BAB is a storytelling formula that shows a user where they are now, where they can be in the future, and how your bridge (offer) gets them there.

Use for: email marketing

Example: @MorningBrew Newsletter
Formula: Outcome-With-Process

This formula focuses on concise clarity. Explain what will happen and how, pointing to your product as the solution.

Use for: headlines

Example:
@hipreetam93's @delightchathq
Formula: Bucket Brigades

Bucket brigades drive the person's attention to read line after line.

They're great for writing compelling long-form content.

Examples:

• Now:
• Truth is:
• Here's why:
• Think about it:
This last tip isn't a formula, but it's as useful. Here are three tools to improve your copywriting:

1. @copy_ai is magic for inspiration.

2. @Grammarly helps you refine tone, style, and more.

3. @HemingwayApp helps you write like you talk.
Were these tips helpful?

1. Retweet the 1st tweet above if you are feeling generous

2. Follow me @jmoserr for more weekly marketing, business, and writing threads!
Want to write landing pages that actually drive sales?

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It's on pre-launch discount for the next 3 days!

https://t.co/TU0tgyqnYi

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I'm going to do two history threads on Ethiopia, one on its ancient history, one on its modern story (1800 to today). 🇪🇹

I'll begin with the ancient history ... and it goes way back. Because modern humans - and before that, the ancestors of humans - almost certainly originated in Ethiopia. 🇪🇹 (sub-thread):


The first likely historical reference to Ethiopia is ancient Egyptian records of trade expeditions to the "Land of Punt" in search of gold, ebony, ivory, incense, and wild animals, starting in c 2500 BC 🇪🇹


Ethiopians themselves believe that the Queen of Sheba, who visited Israel's King Solomon in the Bible (c 950 BC), came from Ethiopia (not Yemen, as others believe). Here she is meeting Solomon in a stain-glassed window in Addis Ababa's Holy Trinity Church. 🇪🇹


References to the Queen of Sheba are everywhere in Ethiopia. The national airline's frequent flier miles are even called "ShebaMiles". 🇪🇹