Copywriting is simply a type of writing used to get an audience to act, but as any copywriter knows, achieving that is not so simple. As there are a number of factors that influence whether a reader takes action, there exists a plethora of copywriting formulas to help you cover all your bases. So which one should you use?

Different formulas work for different goals, content types, and writing styles. To help you choose the best one for you, I’ve gone straight to the experts. Read on to get the five copywriting formulas they use, why they work, and examples of each.

Simple, effective copywriting from our ad copy blog post.

What makes a good copywriting formula?

According to freelance copywriter Bob Bly, the best copywriting formulas have a few things in common: They are easy to remember and to master, they can help new and experienced copywriters alike to quickly produce effective copy, and they also have successful track records—in some cases, decades-long successful track records.

So here’s a look at some of the most common copywriting formulas out there—and why you should consider them.

Copywriting formula #1: The 4Cs

According to the 4Cs formula, compelling copywriting has four characteristics: clear, concise, compelling, and credible. Let’s break that down.

Clear: Your copy must be understood by everyone. As Bly puts it, you can make your writing clearer by using small words, short sentences, headers, and bullet points, but true…

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