Here is a great, clear infographic from Social Triggers:
Writing a killer blog post Michael Hyatt’s Way The 6-Part Blog Post
Michael Hyatt uses the following formula to write blog posts faster:
- Lead paragraph / hook
- Relevant image
- Personal story
- Scannable body
- Open-ended question
He practices what he preaches. Here’s an example of one of his blog posts.
This is PAS for blog posts. It goes like so:
And here’s an example of it in use on Copyblogger:
Star. Story. Solution.
This formula is great for laying out a lead generation page in particular.
- Star. Who’s the character we’ll be following, or what’s the idea the post is working through?
- Story. Tell it! Follow the better rules of writing engaging stories.
- Solution. What happened?
Most blog posts written in the ﬁrst person ﬁt nicely into the Star Story Solution formula. Here’s a Copyhacker version, as an example with a great headline:
Yet another take on AIDA , this time by the legendary Robert Collier. Great for sales letters but useful anywhere you’re trying to sell and you need a trusted sales sequence in place to work oﬀ of. It goes:
Attention Interest Description Persuasion Proof Close
The ﬁrst two parts of this copywriting formula are exactly like AIDA’s ﬁrst two points. But desire is unpacked (helpfully!) into three core elements:
- Descriptions, likely of the solution but also of the problem, the status quo, the challenges of not switching – anything that ﬂeshes out the story
- Persuasive elements, like loss aversion, testimonials, future pacing
- Proof (e.g., demos, testimonials, endorsements) that the solution can do what it claims to, and can do it like no other
So if you’ve struggled with the “desire” part of AIDA, try AIDPPC instead.
As an acronym, this is completely ridiculous. Makes me laugh out loud. When someone throws down AIDA in a copy review session, counter them with, “Well AICPBSAWN holds that desire is made of…” and see what happens. Here’s how this long acronym (explained well by Buﬀer) works, from top of page to bottom:
Attention – Biggest beneﬁt, biggest problem you cansolve, USP
Interest – Reason why they should be interested in whatyou have to say
Credibility – Reason why they should believe you
Proof – Prove what you are claiming is true
Beneﬁts – List them all
Scarcity – Create scarcity Action – Tell them precisely what to do Warn – What will happen if they don’t take action
Now – Motivate them to take action now You might think this could only work for a really long page. But here’s how quickly you might use this formula up on a typical home page:
Headline Interest: Subhead and paragraph or bullets
Credibility: Testimonial and row of client logos. Screenshot block A: Proof: Crosshead, paragraph, captioned screenshot
Beneﬁts. Screenshot block B: Proof: Crosshead, paragraph, captioned screenshot Beneﬁts. Screenshot block C: Proof: Crosshead, paragraph, captioned screenshot
Scarcity: Limited beta, etc.
Action: CTA or button
Warn: Single click-trigger below CTA
Now: Short testimonial from person who’s glad they acted fast
That’s not a very long page at all. But you’d cover oﬀ all of the key parts of this useful formula.
Importantly: you’re not asking for the user to sign up, buy or start a trial until the end. I know this is very, very hard for most of us to do. Hero sections simply have buttons.
But should they?
Are your prospects ready yet? If you’reﬁnding that you get a lot of unqualiﬁed folks starting trials – that is, users that fail to activate or that churn out after 1 sign-in – then that prematurely placed button could be to blame. Consider removing the CTA from the hero and writing the page with a traditional copywriting formula in mind instead.
Long Form Sales Letter: Bob Serling’s Power CopywritingFormula
Let’s start with the biggie! We found this one here and was blown away by the level of detail. It’s a mere 36 steps long.
Start with these 4 prereqs:
- Quality product
- Customer proﬁle
From there, follow these 32 steps one by one:
- Conduct exhaustive research.
- Rest to let your ideas percolate.
- Create a comprehensive list of features, facts and ﬁgures.
- List every beneﬁt.
- Create an irresistible oﬀer.
- Create a great guarantee (i.e., don’t be ho-hum about this critical risk-reducer!).
- Write an attention-grabbing headline.
- Draw attention to key points using color.
- Limit the number of graphics.
- Hook the reader with a no-holds-barred opener that starts delivering on the headline.
- Eliminate early objections.
- Create enticing crossheads throughout the piece.
- Make your prospect feel their pain deeply.
- Eliminate their pain.
- Establish your credibility.
- Lock in that credibility with “an insider beneﬁt.”
- Provide unquestionable proof that your solution delivers.
- Break your copy into readable chunks.
- List the beneﬁts of using your product.
- Summarize the key beneﬁts.
- List the features of your product.
- Go above-and-beyond with the package you’re oﬀering.
- State the price.
- Call to action.
- Add a piggy-back oﬀer to boost average order value.
- Minimize risk.
- Close by summarizing the major beneﬁts.
- Add a PS.
- Make it easy to buy.
- Eliminate all distracting links.
- Let the copy rest.
- Revise for maximum impact.