Writing Content That Inspires Action Among Readers

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

Over the years, I've been fortunate to write copy that has contributed to more than a billion dollars in sales for companies from startups to some of the biggest brands in the world. And I've found that copywriting ultimately boils down to just one thing: persuasion. It may be obvious, but it's important to remember that people take action only when they're persuaded to take action. And to do that effectively requires what I call the 6 Pillars of Persuasion — grouped for easy recall as S.P.R.O.U.T. S - Singularity — Today, more than ever, a product must be perceived as unique to capture attention. And unless you can convince prospects that your product is in some way different from whatever else is out there, even if they like the product they will go off to compare alternatives and price shop. P - Proof — What you say must be believed, and we believe what is proven — with facts, studies, track records, and logic. Proof also includes HOW your prospect will get the results you promise (the "mechanism"). That gives them the all-important "reason to believe." R - Repetition — What we hear once barely makes an impression. Instead, we tend to believe and act on what we hear multiple times. Therefore, the art of copywriting is largely about making the same key points over and over in different ways, from different angles, in a consistently interesting way. O - Overwhelming Value — It's not enough that the benefits promised and proven are worth the price. Or even worth more than the price. They must be perceived as being worth MANY TIMES the cost. (Some say 10 times — and that's a good number to aim for.) U - Urgency — People, just like us, usually don't act unless there is some urgency. In copywriting, that's often scarcity — time or supply (or both) is running out. If both are unlimited, the urgency can be the importance of enjoying the benefits as soon as possible, and not being without them longer than necessary. T - Trust — No matter any of the above items, people don't buy from people they don't trust. (Do you?) So be sure — with your actions, your words, your images, and your intent — that you do everything possible to earn the trust of your prospect. (First and foremost, BE trustworthy.) Effective persuasion isn't about hacks, tricks or formulas. It's about understanding human psychology and then clearly and believably communicating the uniqueness and value of your offer. So, use these 6 Pillars of Persuasion and watch your results S.P.R.O.U.T.

The power of storytelling isn't just in the tale you tell. It's in the response you evoke. Want to move people to action? Here's how. Forget long-winded introductions. They know who you are, so start in the middle of the action. Imagine this: You're standing on stage, heart pounding. The audience is silent, waiting. You take a deep breath and.... just begin painting a vivid picture. That's how you grab attention. No background needed. Now, don't just tell, show. Details make your story real. They transport your audience. But skip the statistics and focus on what you felt, heard, see. For example... "The red velvet curtains rustle. A faint scent of beer lingers in the air. Your palms are sweaty against the cool microphone." But here's the secret sauce: tension or a twist. Keep them guessing. Build anticipation. For example... "You hear it. The heckler. There is always one in the crowd, and usually you take it personally. But this time you're ready, and your stand-up comedy routine is, too." Your story needs a destination. But forget the "moral of the story." Instead, end with a call to action. A "let's" statement. "Let's rewrite our stories to turn life's hecklers into a positive. Let's be prepared. Let's start now." This moves your audience from passive listeners to active participants. Remember: 1. Start in the middle 2. Include vivid details 3. Add tension or a twist 4. End with a "let's" statement Master these elements, and you'll do more than tell stories. You'll inspire action. You'll create change. You'll move people. Next time you communicate, whether in a presentation, an email, or a casual conversation, try this approach. Watch as your words transform from mere information to catalysts for commitment.

13 Copywriting Formulas to Level Up Your Writing Game (and Why You Need a Formula) Quick story from the chessboard with my twin girls: The first time we played chess together, I thought I could just jump in and make quick moves. But soon enough, I realized my girls were learning more strategy than I was! As the game went on, I started to see the importance of having a solid opening and structure to win. Without a formula, I was just making random moves. Turns out, writing is a lot like that – you need a plan to make your message stick. After writing thousands of pages of content, here’s my #1 rule: don’t start without a formula. 1. Before – After – Bridge Before: Describe where the reader is now. After: Paint a picture of life without the problem. Bridge: Show them how to get there. 2. Problem – Agitate – Solve Identify the problem. Agitate its impact so they feel the urgency. Solve it with your product/service. 3. Features – Advantages – Benefits (FAB) Features: What does your product do? Advantages: Why is this helpful? Benefits: What’s in it for the reader? 4. The 4 C’s Clear Concise Compelling Credible 5. The 4 U’s Useful: Give value to the reader. Urgent: Create a sense of urgency. Unique: Show the benefits in a unique way. Ultra-specific: Be precise to grab attention. 6. Attention – Interest – Desire – Action (AIDA) Attention: Grab them right away. Interest: Share relevant info. Desire: Show the benefits with proof. Action: Prompt them to respond. 7. A FOREST A: Alliteration F: Facts O: Opinions R: Repetition E: Examples S: Statistics T: Threes (repeat 3X for impact) 8. The 5 Basic Objections I’m busy. I’m broke. It’s not for me. I don’t believe you. I don’t need it. 9. Picture – Promise – Prove – Push (PPPP) Picture: Set an engaging scene. Promise: Highlight how your product helps. Prove: Share proof to back up your claim. Push: Encourage a clear call to action. 10. The Psychological Pull of Open Loops Start a cliffhanger story, and don’t finish right away. 11. The Reader’s Digest Blueprint Use facts, brevity, and specifics to capture interest. 12. Sonia Simone’s Marketing Story Needs Hero: Your customer. Target: The goal they want to reach. Problem: The barrier they face. Mentor: That’s you! Moral: What they learn through your solution. 13. Writing to One Person Targeting one specific reader is key to making an impact.