44 Copywriting Formulas To Level Up Your Content Marketing

Blog Post Copywriting Formulas

It’s easy to burn out when writing regular content for your blog. Sometimes the ideas won’t flow and other times there are too many ideas to put into words.

But don’t worry. The greatest minds in the copywriting world have already found the solutions.

Over the decades, they’ve developed tried and tested formulas, that make copywriting a smoother, more rewarding process. And the great thing is, they really do work!

In this post, you’ll learn how copywriting formulas can help you, which copywriting formulas to use, and exactly where to use them.

As a result, you’ll save time and be able to write compelling copy faster.

Let’s get started:

Why use copywriting formulas?

You might be scratching your head, thinking, what’s the point of copywriting formulas? Doesn’t it make my job harder? With more things to remember won’t my head explode with information overload?

Well, hold onto your hair. The point of copywriting formulas is that when using them, it means you don’t have to start from scratch every time you sit down to write. Their instructive simplicity, tells you what to write and in what way – freeing up brain space for more creative thought.

And, if you’re worried about remembering them all, don’t fret. We’ve put 44 of the best formulas together, used by master copywriters for years.

All these formulas can be used throughout your blog and elsewhere. For example:

  • In blog intros
  • Throughout entire blog posts
  • In headlines
  • Landing pages
  • Sales pages

And anywhere else you use copy on your site. All you need to do now is bookmark this post and get started.

Headline copywriting formulas

Headlines are all about catching your readers attention and encouraging them to read through your blog post. But you might have hours to dedicate to crafting the perfect headline.

The following headline copywriting formulas are a quick way to write compelling headlines and you can use them in email subject lines and landing page headings too.

1. Who Else Wants __________?

The ‘who else’ formula is a more creative spin on the usual ‘how to’ headline. By including your reader in the title you create a sense of connection and personalisation.

Here are some examples:

  • Who Else Wants More Cake In Their Life?
  • Who Else Wants To Be A Great Copywriter?
  • Who Else Writes Better In The Evenings?
  • Who Else Loves This Lead Generation Plugin?

2. The Secret of __________

This formula is great for making the reader feel like they’ll be in-the-know on some super-secret information. It creates an emotional response. If the reader doesn’t click through to read, they won’t the secret and it will be left on the outside.

Here are some examples:

  • The Secret of Successful Blogging
  • The Secret of Landing Pages That Convert Like Crazy
  • The Secret of Blogging Wizard’s Success
  • The Secret of Amazing Email Campaigns

3. Here is a Method That is Helping [Target audience] to [Benefit you can provide]

With the method, target and benefit formula, you’re telling your readers you have a way to help them specifically. What’s more, it will benefit them too. This is a win-win situation for the reader because it provides exactly what they’re looking for.

Here are some examples:

  • Here is a Method That is Helping Bloggers Write Better Openings
  • Here is a Method That is Helping Designers Be More Creative
  • Here is a Method That is Helping Marketers Get More Leads
  • Here is a Method That is Helping Writers Generate Quick Ideas

4. Little-Known Ways to __________

The ‘little-known ways’ formula taps into a sense of scarcity. To your reader, this translates as ‘not many people know this – but I’m telling you’. People love to be on the inside where the best information is. By using this headline tweak, you’re opening the door for them.

Here are some examples:

  • Little-Known Ways to Improve Your SEO
  • Little-Known Ways to Write More Blog Posts
  • Little-Known Ways to Scout Your Competitors
  • Little-Known Ways to Make Keyword Research Easier

5. Get Rid of [Problem] Once and For All

Who doesn’t want to remove a problem from their lives permanently? Here you’re promising to do that for your audience and it’s a powerful statement. Make sure you can live up to it with your content.

Here are some examples:

  • Get Rid of Your Bad Blogging Habits Once and For All
  • Get Rid of Comment Spam Once and For All
  • Get Rid of Your Poor Blog Design Once and For All
  • Get Rid of Low-Converting Headlines Once and For All

6. Here’s a Quick Way to [Solve a problem]

Time is of the essence these days. Your readers don’t have the time for long, complicated solutions to their problems. With this formula, you’re showing them you understand their time is precious. You’re ready with quick problem-solving advice, so they can get on with their day.

Here’s some quick examples:

  • Here’s a Quick Way to Write a Great Headline
  • Here’s a Quick Way to Create a Lead Magnet
  • Here’s a Quick Way to Organise Your Menus
  • Here’s a Quick Way to Spruce Up Your Blog

7. Now You Can [Have/Do something desirable] [Great Circumstance]

This formula is perfect for showing your readers they can achieve something with a great outcome. Using positive language helps build a rapport with the reader and shows you support them in their pursuits.

Here are some examples:

  • Now You Can Make a Cake in Just 1 Minute
  • Now You Can Write a Headline That Gets More Clicks
  • Now You Can Design a Blog Without Any Code
  • Now You Can Write an Email More People Will Open

8. [Do something] Like [World-class example]

When you’re really stuck for headline ideas, a quick win is to use a figure of authority as an example. It’s human nature to aspire to be better. And who’s better to aspire to than world-class individuals who are already successful?

Here are some examples:

  • Write Persuasive Copy Like David Ogilvy
  • Create Tweets Like Elon Musk
  • Drive Philanthropy Like Bill Gates
  • Become a YouTube Success Like DanTDM

9. [Have a/Build a] __________ You Can Be Proud Of

Introducing an element of pride in your headlines creates an emotional connection with your reader. It’s telling them not only can they be proud of what they have or create (using your advice), but that you’re proud of them too.

Here are some examples:

  • Build a Blog You Can Be Proud Of
  • Build a Landing Page You Can Be Proud Of
  • Have a Resume You Can Be Proud Of
  • Have a Portfolio You Can Be Proud Of

10. What Everybody Ought to Know About __________

When you use this formula, you’re telling your readers they should already know about something. It taps into the reader’s fear of missing out. If they don’t know this ‘thing’ could they be missing out on an opportunity for learning?

Here are some examples:

  • What Everybody Ought to Know About Writing for the Web
  • What Everybody Ought to Know About Facebook Marketing
  • What Everybody Ought to Know About Video Editing for YouTube
  • What Everybody Ought to Know About Blog Monetisation

11. [number] [item] [persona] Will Love (Hint: [statement])

This type of headline is ultra-specific when it comes to targeting the ideal reader, therefore, they will feel as though it’s been written for them, which leads to higher click-through rates.

Here are some examples:

  • 10 Steam Games All Mario Fans Will Love (Hint: They Cost Less Than $10)
  • 4 Family-Friendly Exotic Countries Parents Will Love (Hint: You Don’t Have To Visit In The Summer)
  • 9 Singing Techniques That Non-Vocalists Will Love (Hint: They Only Require 10 Minutes Practise Each Day)

12. How To [action] When [statement]: [persona] Edition

When people are searching for an answer, they’re most likely going to type ‘how to’ at the beginning of their question.

This headline formula takes it one step further by adding an ‘action’ before the statement in question, along with a persona at the end making it specific to the ideal reader.

Here are some examples:

  • How To Stay Safe When Travelling Abroad: Digital Nomad Edition
  • How To Maintain Your Home When You’ve Got Twin Babies: New Mother’s Edition
  • How To Eat Healthy When You Lead A Busy Lifestyle: Vegan Edition

13. The [persona]-Friendly Guide To [activity] (statement)

When we use the term ‘guide’ in a headline, it implies that the content is going to be in-depth.

This headline formula is great if you plan on writing a blog post that is lengthy but also targeted at a specific group of people. The statement at the end acts as a hook, as it usually highlights a problem they’re struggling to resolve.

Here are some examples:

  • The Asthma-Friendly Guide To Exercising (And Making It A Habit)
  • The Animal-Friendly Guide To Leading A Plant-Based Diet (And Not Missing Burgers)
  • The Neighbour-Friendly Guide To Building A Music Studio (And Being Able To Crack Up The Volume)

14. Why I Got [action]: Every [persona] Should Be Aware Of [statement]

Starting your headline off with ‘why’ a certain action took place draws the reader in with curiosity. Paired with a persona and a relevant statement this particular group should be aware of, and you’ve got yourself a winning headline.

Here are some examples:

  • Why I Got Fired From My Job: Every Marketer Should Be Aware Of These 5 Important Rules
  • Why I Painted My Living Room Green: Every Interior Designer Should Be Aware Of These Color-Combo Flaws
  • Why I Got Rid Of My Classic Cars: Every Motor-Enthusiast Should Be Aware Of What’s Really Under The Bonnet

15. [number] Ways To [action] Your [blank] Without Having To [action] [item]

Sometimes we can have a problem achieving a certain result because of an obstacle, whether it is time or money. This headline formula highlights that problem, and offers a resolution.

Here are some examples:

  • 5 Ways To Increase Your Instagram Engagement Without Having To Spend Hours Each Day On Your Phone
  • 9 Ways To Reduce Your Personal Expenses Without Having To Give Up On Your Daily Cappuccino
  • 4 Ways To Weed Your Garden Without Having To Buy Expensive Gardening Tools

16. [number] Signs [action] (Don’t Worry: [statement])

This headline formula is split into 2 parts. The first part tells the reader about a problem that is occurring, with the second part reassuring the reader that it’ll be okay.

Here are some examples:

  • 7 Signs Your Body Is Getting Older (Don’t Worry: You Can Reverse Them)
  • 4 Signs Your Marketing Efforts Are Failing (Don’t Worry: Here Are Some Tips)
  • 6 Signs That Tell You It’s Time To Get A New Car (Don’t Worry: You Won’t Make The Same Mistake Again)

17. [action] For [time] [result]

This headline formula is great to use if the result you mention is based on spending an amount of time doing a certain action.

Here are some examples:

  • Connect With 10 Marketers For One Month To Increase Your Chances Of Gaining Outreach Opportunities
  • Do These Brain Exercises For 10 Minutes Every Day To Help You Remember
  • Cut Out Red Meat In Your Diet For 14-Days And You Will Never Have Felt Better

18. Even The [persona] Can [action] [statement]

A little inspiration can help someone take action, whether it is to buy a product or click on your headline. This headline tells the reader ‘hey you can do this too!’

Here are some examples:

  • Even The Musical Noob Can Learn How To Play The Piano With Little To No Knowledge Of Music Theory
  • Even The Computer Novice Can Build A Fully Functional WordPress Website With No Knowledge Of Coding

19. [power word] Your [persona] At [activity] [result]

If you’re a marketer and your goal is to increase your rankings in Google, then a headline involving ‘beating your competitors’ will seem very appealing. This headline formula conveys the action of being competitive, by setting a goal post or by doing a certain action.

Here are some examples:

  • Beat Your Competitors To The Number 1 Spot In Google By Using These 5 SEO Tactics
  • Dominate Your Peers At Monopoly So You’ll Have More Money Than The Banker

20. We [verb] [object]: Here’s What We Learned

This headline formula is based on delivering to your reader a case study. The headline shows an action you took, and the content will deliver on the results.

Here are some examples:

  • We Analyzed Nearly 1 Million Headlines: Here’s What We Learned
  • We Built 25 Lego Creator Sets: Here’s What We Learned
  • We Asked 40 CRO Pro’s How To Improve Landing Page Conversions: Here’s What We Learned

Blog post copywriting formulas

There are many right and wrong ways to go about writing a blog post. The same can be said for your website pages and other areas with important copy.

The following formulas will help you organise your writing in ways that achieve the outcomes you need.

21. AIDA: Attention, Interest, Desire, Action

One of the most well-known writing formulas among copywriters is AIDA.

This stands for:

  • Attention: Getting your reader’s attention
  • Interest: Generate interest and curiosity
  • Desire: Provide something they desire the most
  • Action: Get them to take action

Here is an example:

  • Attention: Do You Want To Know What Email Marketing Platforms there are for Small Businesses?
  • Interest: Make the reader curious with relevant facts and statistics
  • Desire: Provide a case study or example of success
  • Action: Encourage them to try a platform

22. PAS: Problem, Agitate, Solution

PAS is another popular formula within copywriting circles. It’s simple yet highly effective, showing that sometimes, simple is much better. What’s more, it has endless applications including in email headlines and social media posts.

Here’s how it works

  • Problem: Provide a problem you know your readers have
  • Agitate: Use emotion to agitate the problem, making it seem worse
  • Solution: Offer the reader a solution to the problem

Here’s an example:

‘You’re Shamelessly Messing Up Your Blog (This Will Save It)’

  • Problem: You’re Messing Up Your Blog
  • Agitate: Shamelessly is an emotionally agitating word
  • Solution: This Will Save It – you’re providing a solution to save them

23. IDCA: Interest, Desire, Conviction, Action

Similar to AIDA, this formula does away with ‘attention’ for times when you have the reader’s attention already. Conviction is added for reassurance and to help convince readers to act.

Here’s how it works:

  • Interest: Create interest for your readers
  • Desire: Make them desire something
  • Conviction: Reassure and convince
  • Action: Direct them to take action

24. ACCA: Awareness, Comprehension, Conviction, Action

ACCA is a variation of AIDA with a focus on clarity and greater understanding.

Here’s how it works:

  • Awareness: Make your readers aware of the problem
  • Comprehension: Add clarity. Explain how the problem affects them and that you have a solution
  • Conviction: Create conviction which encourages them to take action
  • Action: Direct them to take action

25. AIDPPC: Attention, Interest, Description, Persuasion, Proof, Close

Robert Collier came up with this variation of AIDA. He believed this is the best order in which to create a sales letter.

Here’s how it works:

  • Attention: Get your reader’s attention
  • Interest: Generate interest and curiosity
  • Description: Describe the problem, solution and information that provides the reader with more detail
  • Persuasion: Persuade readers to take action
  • Proof: Provide proof. Prove they can trust you to deliver
  • Close: Close with a call to action

26. AAPPA: Attention, Advantage, Proof, Persuasion, Action

Another formula similar to AIDA, this one is a common-sense approach that’s simple to adapt to any situation.

Here’s how it works:

  • Attention: Get the reader’s attention
  • Advantage: Offer something of advantage to them
  • Proof: Prove what you say is true/trustworthy
  • Persuasion: Persuade readers to take the advantage that’s so valuable to them
  • Action: Get them to take action

27. PPPP: Picture, Promise, Prove, Push

This formula from Henry Hoke, Sr are the four Ps of copywriting. It taps into storytelling to create an emotional connection with the reader to great effect.

Here’s how it works:

  • Picture: Paint a picture through storytelling to create a desire for your offering
  • Promise: Show the benefits you promise to deliver on
  • Prove: Prove this through case studies, testimonials and other evidence
  • Push: Get the reader to take action through careful encouragement

28. The 6+1 Formula

The 6+1 formula was created by Danny Iny as an AIDA alternative. It focuses on the importance of using context in copywriting.

  • Step 1: ContextSecure the context or circumstances by asking and answering the questions; “Who are you? Why are you talking to me?”
  • Step 2: AttentionGet the attention of your audience
  • Step 3: Desire – Make your readers desire and want something
  • Step 4: The Gap – Establish the gap now that the reader knows they have to take some kind of action. This means, explain the consequences of them not taking action
  • Step 5: Solution – Offer your solution
  • Step 6: Call to Action – End the proposition with a call to action

29. QUEST: Qualify, Understand, Educate, Stimulate/Sell, Transition

The QUEST copywriting formula is:

…like traversing a mountain, so to speak, when you start climbing the mountain on one side, reach the summit, and start climbing back down on the other side. And just like climbing a mountain, the incline is where much of the hard work is done.” – Michel Fortin

This is how it works:

  • Qualify: Prepare the reader for what they’re about to read
  • Understand: Show the reader that you understand them
  • Educate: Educate the reader on the solution to the problem at hand
  • Stimulate/Sell: Sell your solution to the reader
  • Transition: Turn your reader from a prospect into a customer


This formula is way too long to have in a headline. It’s a mouthful, but it’s a useful one to use given it almost step-by-step nature. Using this sequence your blog post will be both written and getting results in no time.

Here’s how it works:

  • Attention: Get the reader’s attention
  • Interest: Generate interest and curiosity
  • Credibility: Provide a reason for why they should trust you over others?
  • Prove: Prove this through examples and testimonials
  • Benefits: Explain how the reader will benefit from your offering
  • Scarcity: Introduce a sense of scarcity. For example, a time-limited offer
  • Action: Get the reader to take action
  • Warn: Warn the reader of the consequences of not taking action
  • Now: Make it urgent so they take action now.

31. PASTOR: Problem, Amplify, Story, Transformation, Offer, Response

The PASTOR formula is from, John Meese. It’s a great solution for writing copy for landing pages, sales pages and persuasive blog posts.

Here’s how it works:

  • Problem: Explain and identify the problem to the reader
  • Amplify: Amplify the problem by showing the consequences of not solving it
  • Story and Solution: Tell a story about someone who solved their problem by using your solution effectively
  • Transformation and Testimony: Further prove and strengthen your case with real-life testimonials
  • Offer: Explain what your offer is
  • Response: End your copy with a call to action explaining what readers should do next

32. FACE: Familiar, Audience, Cost, Education

This formula is a great one to use if you’re not sure how long your content should be. It uses 4 key factors to determine this.

This is how it works:

  • Familiar: How familiar is your audience with your blog? Do you need to build on that familiarity to generate trust?
  • Audience: Who makes up your target audience?
  • Cost: How much does your product or service that you’re offering cost?
  • Education: Do you need to teach your audience anything first before closing in on your offer?

Copywriting formulas for call to actions

By now you should know the importance of a good call to action. CTAs are what drives your conversions. Without them, your readers won’t necessarily know what to do after reading your blog post or page. CTAs direct them exactly where you want them to go.

Let’s look at some formulas that make creating CTAs much easier.

33. TPSC: Text, Placement, Size, Colour

The TPSC formula covers the four key areas for consideration when creating a call to action button.

Here’s how it works:

  • Text: Your text should be clear, short and direct. It should also offer value while creating urgency
  • Placement: Your button should be in the most logical place, preferably above the fold.
  • Size: It shouldn’t be so big that it distracts the reader, but not so small that it’s overlooked
  • Colour: Use colour and whitespace to make your button stand out from the rest of your website

34. Elements Of An Offer Formula

If you don’t yet know how to write an effective call to action, the Elements Of An Offer Formula, explains exactly what you should include.

Here are the key points:

  • Show what the reader will get
  • Establish the value
  • Offer a bonus (conditional on following through)
  • Display the Price
  • Trivialise the price by making it appear unimportant
  • Offer a guarantee for reassurance
  • Risk Reversal, for example, if your solution doesn’t work 100% after X amount of days, you’ll offer a full refund
  • Make your offer limited for a certain amount of time or people to show scarcity

35. RAD: Require, Acquire, Desire

This formula takes into account the 3 things that must happen before anyone clicks your CTA, which are:

  1. Visitors must have the information they require
  2. Visitors must be able to easily acquire your CTA
  3. They must desire what’s on the other side of your CTA

This provides you with exactly what you need to craft the perfect call to action.

Here’s how it works:

  • Require: Give your readers the information they need before the CTA
  • Acquire: Make it easy for them to acquire the CTA
  • Desire: Make them desire what your CTA offers

36. I Want Button

This formula is straightforward and pretty self-explanatory. It’s as simple as filling in the blanks to create a CTA for your button using:

  • I want to __________
  • I want you to __________

Here are some examples:

  • I want to Get More Email Subscribers
  • I want you to Show Me How To Get More Email Subscribers

37. Get __________

Similar to the formula above, this fill-in-the-blank is much simpler. Star the text for your button with “Get”, followed by what your readers will get if they click it.

Here are some examples:

  • Get The Perfect Headline Strategy Template
  • Get Your Free Emotional Words Cheat Sheet
  • Get You Ultimate Copywriting Formulas Checklist
  • Get Your Free Swipe File of 100 Blog Post Ideas

Email subject line copywriting formulas

The following Formulas were designed for email subject lines, but they work just as well in other areas also. Many can be used in blog post headlines and titles to great effect.

38. The Report Formula

The report formula is best used for newsworthy headlines and can be a good solution for blogs that focus on trending news topics and research.

Here’s how it works:

  • New [Agency/Research Institute] approved [Process/Device] + [Benefit]
  • Innovative [System/Process/Product] + [Benefit]
  • Introducing [Technique/System/Process] + [Benefit/Mystery]

Here are some examples:

  • New Marketing Research Study Reveals the Secrets to a Successful Social Media Campaign
  • Innovative Email Technique Doubles Click-through Rates
  • Introducing New PPC Strategies: How to Improve your Advertising Results

39. The Data Formula

The Data formula uses statistics to increase interest and curiosity in a headline.

Here’s how it works:

  • [Percentage] + __________
  • ________ is rated as [Best/Worst/Most] + [Noun]
  • Something cool gets [Percentage Growth/Improvement] over old way

And examples for using them in the wild:

  • 25% of Blog Owners Never Check Their Analytics
  • Email Outreach is Rated as the Best Form of Content Marketing
  • This Little Known Copywriting Formula Increased My Organic Traffic by 120%

40. The How-To Formula

The ‘How-to’ formula is popular among most bloggers as a quick way to explain their content. You can this formula used in even the most high-traffic sites because it works so well.

Here’s how they work:

  • Attention-Grabbing Statement + [How To Do Something Better]
  • How [Outstanding Example/Normal Person] Does Something Cool
  • How To [Accomplish/Fix/Solve/Do Something]
  • How To [Accomplish/Fix/Solve/Do Something] + Without “X”

And some examples:

  • FREE eBook: How to Earn Money From Your Blog
  • How Jane Doe Had Generated Over 2k Click-throughs in 3 Days
  • How to Get More Subscribers on Your Blog
  • How to Improve your Blog Design Without Any Coding Skills

41. The Inquiry Formula

What/When/Where/Who/How + [Question Statement]?

Example: Where do you need the most help with your blog? 

42. The Endorsement Formula

The endorsement formula uses a form of proof to add weight to what you’re offering. This is achieved through testimonials, quotes and other forms of endorsement.

Here’s how it works:

  • [Insert Quote] by [Author’s Name]
  • [Event/Group Name] + “[Insert Quote]”
  • [Testimonial Quote/Question]
  • [Special Phrase] + [Benefit/Emotional Statement]

Here are a few examples:

  • Here’s “How to Create A Lead Magnet That Converts Like Crazy” by Adam Connell
  • New Announcement on the “Fundamentals of Blogging Course 2019”
  • “I’ve Read over 50 Books on Blogging and none compare to this short ebook”
  • Have you Heard of “The Shorty Formula?” 

43. This/That Formula

The this and that formula is really simple to use. You simply position a question or statement in your heading using the words ‘this’ or ‘that’.

Here are some examples of how to use it:

  • Have You Ever Done This with Your Blog?
  • This Copywriting Strategy Boosted My Blog’s Traffic
  • A Super Easy Guide That Can Improve Your Blogging
  • This Blogging Article Changed My Life…

44. The Shorty

The Shorty does exactly what is says. It only uses one, two, or three words to get a reader’s attention and it can be used in combination with other formulas in all areas of your blog.

Here are some examples:

  • Have A Moment?
  • Quick Question
  • Big Sale
  • Huge Discounts
  • Are You Watching?

Final thoughts on copywriting formulas

Content marketing isn’t only about promotion, statistics and analytics. Often, the words you use and the way you combine them on the page has the biggest impact on your bottom line.

To truly level up your efforts, it’s worth utilising some of these powerful blog copywriting formulas.

Far from using them in only headlines and articles, you can use them anywhere your blog has written content including:

  • Landing pages
  • About pages
  • Sales pages
  • Lead magnets
  • Blog posts
  • Calls to action
  • Headings
  • Email subject lines
  • Social media copy

What’s more, these formulas have been used by master copywriters for years and are proven to get great results. These folks know what works when it comes to lead generation and customer acquisition.

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