Writing marketing copy can feel like climbing a mountain. The blank page stares back at you, and those nagging thoughts creep in—"I’m not a writer" or "I don’t even know where to start." Sound familiar? You’re not alone.

Here’s the good news: crafting strong marketing copy doesn’t require a magic wand or even a degree in English. If you’ve explained your business to a customer, pitched an idea, or answered the dreaded “What do you do?” question at a party, you’ve already written copy—just verbally.

The truth is, most people are better at writing copy than they think. This post will teach you how to turn that day-to-day experience into actionable skills for writing marketing copy that converts, using formulas, simple techniques, and a little creativity.

Why You’re More of a Copywriter Than You Realize

If you’ve ever landed a sale, convinced someone to try your product, or explained your services clearly, congratulations—you’ve written copy! Think about the moments when:

• You adjusted your pitch based on customer responses.

• You refined that elevator speech after seeing what resonated.

• You explained why your solution solves a specific problem.

These experiences are your training ground for copywriting. They’re proof that you can craft a compelling message that grabs attention and makes people want to act.

The challenge isn’t that you can’t write—it’s that you don’t know where to start. Luckily, starting becomes simple when you have a structure to guide you.

The Secret to Good Marketing Copy? Follow the Formula

Marketing copy isn’t about being the next Shakespeare. It’s about using proven structures to present your message in the clearest, most persuasive way possible. Most successful ads, sales pages, and marketing emails follow just a few formulas, such as:

1. The AIDA Formula

AIDA stands for Attention, Interest, Desire, Action, and it’s the gold standard for copywriting. Here’s how it breaks down:

• Attention: Grab the reader’s attention with a compelling headline or hook.

• Interest: Engage them by highlighting a fascinating problem or benefit.

• Desire: Create urgency by showing how your product solves the problem or fulfills a need.

• Action: Encourage them to take the next step, like clicking a button or signing up.

Here’s an example using AIDA for a coffee subscription:

• Attention: “Running out of coffee got you running late?”

• Interest: “Wake up to freshly roasted beans delivered right to your doorstep.”

• Desire: “Taste the difference of artisan blends, perfectly suited to your mornings.”

• Action: “Get your first bag for free—order now!”

2. Problem-Agitate-Solution (PAS)

This formula focuses on identifying a problem, amplifying its pain points, and offering your product or service as the solution. It’s incredibly effective for connecting emotionally with your audience.

For example:

• Problem: “Struggling to keep track of your busy schedule?”

• Agitate: “Missed meetings, forgotten deadlines, and constant overwhelm—sound familiar?”

• Solution: “Organize your life effortlessly with our intuitive planner app.”

When you internalize frameworks like AIDA or PAS, writing stops feeling overwhelming because you know exactly how to structure your message.

Overcoming the Blank Page Blues

Even with a formula, looking at a blank page can still feel daunting. Here’s how to kickstart your process and get words flowing:

1. Record Yourself

Try explaining your business or product out loud, as if talking to a curious customer. Answer common questions, describe the benefits, and address objections. Use your voice to articulate your passion and expertise. Then, transcribe your recording. You’ll often find that the raw material from this exercise gives you a strong foundation for your copy.

2. Start with a Swipe File

A swipe file is a collection of copy examples you admire—ads, emails, headlines, or product descriptions that grab your attention. Use these as inspiration to guide your tone, structure, or phrasing (but don’t copy them word-for-word). Marketers like Dan Kennedy and Ogilvy always worked with swipe files because they knew that great ideas build on proven successes.

3. Focus on Benefits, Not Features

Features tell, but benefits sell. Instead of listing what your product does, tell your audience how it solves their problems or makes their lives better. For example:

• Feature: “Our sneakers have memory foam insoles.”

• Benefit: “Your feet will feel cushioned and supported, even after hours on the go.”

Replace technical jargon with relatable language that answers the reader’s underlying question: “What's in it for me?”

4. Keep it Conversational

The best copy feels like a one-on-one conversation. Use short sentences, contractions, and a friendly tone. Writing how you speak helps build trust and keeps your audience engaged.

5. End with a Strong Call to Action

Great copy guides readers toward the next step, whether it’s signing up, making a purchase, or booking a demo. Be direct, clear, and specific:

• “Download your free guide now.”

• “Start your subscription today—cancel anytime.”

• “Sign up for a free workshop and learn how to write like the pros.”

Why Practicing Copywriting Will Transform Your Business

Like any skill, copywriting improves with practice. Each email you write, tagline you draft, or Facebook ad you create teaches you more about what works and what doesn’t. The more you experiment, the easier it becomes to craft compelling messages that connect with your audience.

The best part? You already have everything you need to get started:

• Your real-life experiences talking with customers.

• Time-tested formulas like AIDA and PAS.

• Free tools like voice recordings and swipe files.

• And, of course, your unique insights into your own business.

Practice these steps, and you’ll be amazed at how quickly you grow more comfortable—and effective—at writing marketing copy.

Want To Learn More? Start Your Copywriting Transformation Today.

If the idea of writing better, faster marketing copy excites you but you need some extra guidance, we’ve got the perfect opportunity. Sign up for the FREE How to Write Like Dan Kennedy Challenge and learn the secrets of personality-driven copywriting that converts.

Here’s what you’ll gain over three value-packed days:

• Learn to transform weak copy into words that sell effortlessly.

• Create irresistible offers that your audience can’t resist.

• Build a cohesive, magnetic brand personality that attracts loyal customers.

The blank page won’t feel so intimidating after this—you’ll gain the tools and confidence to turn your raw ideas into sharp, persuasive copy. Click here and take the first step toward becoming a powerful communicator.

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