20 Proven Copywriting Templates That Gets Results

Ever wondered why some ads make you reach for your wallet while others leave you cold? The secret lies in copywriting templates. These tried-and-true formulas can transform your marketing messages from “meh” to “must-have” faster than you can say “sold!”

Picture this: You’re scrolling through social media, and suddenly, an ad catches your eye. Before you know it, you’re clicking “buy now.” That’s the magic of effective copywriting at work. But here’s the thing – you don’t need to be a wordsmith to create compelling copy. With the right templates, anyone can craft messages that sell.

In this post, we’ll dive into 20 copywriting templates that have stood the test of time. These aren’t just any templates – they’re the cream of the crop, proven to boost conversions and drive results.

Whether you’re a seasoned marketer or a small business owner wearing all the hats, these templates will give your copy the edge it needs to stand out in a crowded marketplace.

What Are Copywriting Templates?

Copywriting templates are pre-designed structures for creating persuasive marketing messages. Think of them as blueprints for your words – they provide a framework that you can customize to fit your unique product or service.

These templates aren’t about copying someone else’s work. Instead, they’re tools that help you organize your thoughts and present your message in the most effective way possible. They’re based on psychological principles and proven marketing techniques that tap into human behavior and decision-making processes.

Here’s why copywriting templates are so valuable:

• They save time and eliminate writer’s block
• They ensure you cover all key selling points
• They help maintain consistency across your marketing materials
• They’re adaptable to various platforms and mediums

Why Using Copywriting Templates Matter

In today’s fast-paced digital world, attention is a precious commodity. You have mere seconds to grab your audience’s interest before they move on. That’s where copywriting templates come in handy.

Effective copywriting templates can:

1. Boost your conversion rates by presenting information in a way that prompts action
2. Improve your SEO rankings by incorporating key phrases naturally
3. Build trust with your audience by addressing their needs and pain points

By using proven structures, you’re not reinventing the wheel with every piece of copy you write. Instead, you’re leveraging techniques that have already been tested and refined by countless marketers before you. This allows you to focus on tailoring the message to your specific audience and offerings.

20 Copywriting Templates That Drive Results

Ready to supercharge your marketing efforts? Let’s explore 20 copywriting templates that can take your messaging from good to great.

1. The Problem-Agitate-Solve (PAS) Formula

The PAS formula is a classic for a reason. It taps into your audience’s pain points and offers a solution.

This template works because it creates an emotional connection with the reader. By acknowledging their problem and showing that you understand their frustration, you build trust. Then, by offering a solution, you position your product or service as the hero.

Here’s how to use the PAS formula:

• Identify the problem your audience is facing
• Agitate that problem by describing its negative effects
• Present your product or service as the solution

For example: “Tired of spending hours on social media with little to show for it? (Problem) It’s frustrating to pour time and energy into posts that get no engagement. Your business deserves better. (Agitate) Our social media management tool helps you create content that resonates, schedule posts for maximum impact, and track your results – all in one place. (Solve)”

This template is versatile and can be used for everything from email subject lines to long-form sales pages.

2. The Before-After-Bridge (BAB) Template

The BAB template paints a picture of transformation, showing your audience how much better life can be with your product or service.

This template is powerful because it taps into the human desire for improvement. By clearly illustrating the contrast between the “before” and “after” states, you create a compelling reason for your audience to take action.

Follow these steps to use the BAB template:

• Describe the current situation (Before)
• Paint a picture of the ideal outcome (After)
• Explain how your product or service bridges the gap (Bridge)

For example: “Before: You’re struggling to get traffic to your website. After: Your site is buzzing with visitors who are eager to buy. Bridge: Our SEO copywriting course teaches you how to write content that both search engines and humans love, driving targeted traffic to your site.”

This template works well for case studies, testimonials, and product descriptions.

3. The Four U’s Formula

The Four U’s – Useful, Urgent, Unique, and Ultra-specific – create a compelling message that’s hard to ignore.

This template is effective because it addresses multiple aspects of persuasion at once. It ensures your copy is relevant, timely, differentiated, and detailed enough to be credible.

Here’s how to apply the Four U’s:

• Make your offer useful to the reader
• Create a sense of urgency
• Highlight what makes your offer unique
• Be ultra-specific with details

For example: “Get 50% off our bestselling productivity planner (Useful) – Today only! (Urgent) It’s the only planner that combines time-blocking with mindfulness exercises (Unique) to help you accomplish 30% more in just 21 days (Ultra-specific).”

The Four U’s formula is particularly effective for headlines, email subject lines, and ad copy.

4. The AIDA Model

AIDA stands for Attention, Interest, Desire, and Action. This classic marketing model guides your audience through the buyer’s journey.

The AIDA model works by addressing different stages of the decision-making process. It captures attention, builds interest, creates desire, and finally prompts action.

Use these steps to implement the AIDA model:

• Grab attention with a bold statement or question
• Pique interest by highlighting benefits
• Create desire by showing how the product solves a problem
• Call the reader to action

For example: “Attention: Want to learn a new language in just 3 months? Interest: Our immersive app uses AI to tailor lessons to your learning style. Desire: Imagine confidently ordering in French at that café in Paris. Action: Download now for a free 7-day trial!”

This template is versatile and can be used for various types of marketing copy, from landing pages to video scripts.

5. The Star-Chain-Hook Method

This template uses storytelling to engage readers and lead them to a purchase decision.

The Star-Chain-Hook method works by creating an emotional connection through a relatable story, then logically linking that story to your offer.

Here’s how to use this template:

• Start with a story (Star)
• Connect the story to your product through a series of facts or benefits (Chain)
• End with a call to action (Hook)

For example: “Star: Meet Sarah, who dreamed of starting her own business but was overwhelmed by the legal paperwork. Chain: That’s why we created LegalEase, an app that simplifies business registration. It offers step-by-step guidance, auto-fills forms, and provides expert review – all for a fraction of a lawyer’s fee. Hook: Ready to turn your business dream into reality? Download LegalEase today and get 20% off your first year!”

This template is great for longer-form copy like sales pages or promotional emails.

6. The FAB Technique

FAB stands for Features, Advantages, and Benefits. This template helps you showcase your product’s value proposition clearly.

The FAB technique is effective because it goes beyond listing features to explain why those features matter to the customer.

Follow these steps to use the FAB technique:

• List the key features of your product
• Explain the advantages of each feature
• Highlight the benefits to the customer

For example: “Feature: Our running shoes have a proprietary shock-absorbing sole. Advantage: This provides superior cushioning and support during high-impact activities. Benefit: You can run longer distances with less fatigue and reduced risk of injury.”

This template is particularly useful for product descriptions and comparison charts.

7. The 4 C’s Formula

The 4 C’s – Clear, Concise, Compelling, and Credible – ensure your copy hits all the right notes.

This formula works by addressing key aspects of effective communication. It helps you create messages that are easy to understand, memorable, persuasive, and trustworthy.

Here’s how to apply the 4 C’s:

• Make your message clear and easy to understand
• Keep it concise – say more with fewer words
• Use compelling language that motivates action
• Include credible elements like statistics or testimonials

For example: “Boost your email open rates by 35% (Clear and Credible) with our AI-powered subject line generator (Concise). Never send a dull email again! (Compelling)”

The 4 C’s formula is versatile and can be applied to any type of copywriting.

8. The “So What?” Test

This template involves asking “So what?” after each statement to dig deeper into the benefits for the customer.

The “So What?” test is effective because it forces you to think from the customer’s perspective and articulate the real value of your offer.

Use these steps to apply the “So What?” test:

• Write a feature or benefit of your product
• Ask “So what?” and answer from the customer’s perspective
• Repeat until you reach the core benefit

For example: “Our software uses AI to analyze customer data. So what? It can predict customer behavior with 95% accuracy. So what? You can anticipate your customers’ needs before they even know them. So what? This allows you to provide personalized experiences that boost customer loyalty and increase lifetime value.”

This template is particularly useful for refining your value proposition and creating compelling bullet points.

9. The PASTOR Framework

PASTOR stands for Problem, Amplify, Story, Testimony, Offer, and Response. It’s a comprehensive template for creating persuasive copy.

This framework is powerful because it addresses multiple aspects of persuasion, from identifying the problem to providing social proof and a clear call to action.

Here’s how to use the PASTOR framework:

• Identify the Problem your audience is facing
• Amplify the consequences of not solving the problem
• Share a Story of how the problem can be solved
• Provide Testimony from satisfied customers
• Present your Offer as the solution
• Ask for a Response (call to action)

For example: “Problem: Small businesses struggle to compete with big brands online. Amplify: Without a strong online presence, you’re leaving money on the table and risking your business’s future. Story: That’s why we created WebBoost, a tool that levels the playing field for small businesses. Testimony: ‘WebBoost helped me increase my online sales by 200% in just 3 months!’ – Jane, boutique owner Offer: Try WebBoost free for 30 days and see the difference for yourself. Response: Sign up now to claim your free trial!”

This template works well for long-form sales pages and video scripts.

10. The PPPP Formula

PPPP stands for Picture, Promise, Prove, and Push. It’s a simple yet effective template for creating persuasive copy.

This formula works by painting a vivid picture of the desired outcome, making a clear promise, providing evidence, and encouraging action.

Follow these steps to use the PPPP formula:

• Paint a Picture of the ideal scenario
• Make a Promise of how your product can achieve this
• Prove your claims with evidence or testimonials
• Push for action with a compelling call-to-action

For example: “Picture: Imagine never worrying about a dead phone battery again. Promise: Our portable charger keeps your devices powered for up to a week. Prove: It’s trusted by over 100,000 travelers and has a 4.8-star rating on Amazon. Push: Get yours now and enjoy 20% off with code POWER20.”

This template is versatile and can be used for various types of marketing copy.

11. The QUEST Model

QUEST stands for Qualify, Understand, Educate, Stimulate, and Transition. It’s a customer-centric approach to copywriting.

The QUEST model is effective because it focuses on understanding and addressing the customer’s needs throughout the buying journey.

Here’s how to apply the QUEST model:

• Qualify your audience by addressing their specific needs
• Understand their pain points and desires
• Educate them about your solution
• Stimulate interest with compelling benefits
• Transition them towards taking action

For example: “Struggling to keep up with your fitness goals? (Qualify) We get it – finding time to exercise can be tough. (Understand) That’s why our 15-minute workout app is designed for busy professionals. (Educate) Imagine getting fit without disrupting your schedule. (Stimulate) Try it free for 7 days and see the results for yourself. (Transition)”

This template works well for email sequences and landing pages.

12. The SLAP Formula

SLAP stands for Stop, Look, Act, and Purchase. It’s a simple yet powerful template for creating attention-grabbing copy.

This formula works by interrupting the reader’s thought process, engaging their interest, encouraging action, and guiding them towards a purchase.

Use these steps to implement the SLAP formula:

• Stop the reader with a bold statement or question
• Make them Look by highlighting key benefits
• Encourage them to Act with a clear next step
• Guide them towards Purchase with a compelling offer

For example: “Stop wasting money on ineffective marketing. (Stop) Our data-driven approach increases ROI by an average of 300%. (Look) Book a free consultation to see how we can help your business. (Act) Sign up today and get your first month at half price. (Purchase)”

This template is particularly effective for ads and promotional emails.

13. The 6+1 Formula

The 6+1 formula involves addressing six common objections before making your offer.

This template is powerful because it anticipates and addresses customer concerns proactively, building trust and reducing resistance to the sale.

Here’s how to use the 6+1 formula:

• Identify and address 6 common objections your customers might have
• Present your offer as the “+1”

For example: “Worried about the cost? Our plan pays for itself in saved time. Don’t have technical skills? Our user-friendly interface is designed for beginners. Concerned about data security? We use bank-level encryption to protect your information. Not sure if it’s right for your industry? We have success stories from 20+ sectors. Afraid of long-term commitments? You can cancel anytime. Worried about customer support? We offer 24/7 live chat assistance. +1: Ready to boost your productivity? Start your free trial today!”

This template works well for FAQ sections and addressing concerns on sales pages.

14. The PAS+P Formula

This is an extension of the classic PAS formula, with an added “Promise” at the end.

The PAS+P formula is effective because it not only addresses a problem and offers a solution but also provides a clear promise of results.

Follow these steps to use the PAS+P formula:

• Identify the Problem
• Agitate the problem by highlighting its negative effects
• Present your Solution
• Make a Promise of specific results

For example: “Tired of spending hours on bookkeeping? (Problem) It’s frustrating to waste precious time on admin when you could be growing your business. (Agitate) Our automated bookkeeping software handles all your financial tasks in the background. (Solution) We promise to cut your bookkeeping time by 80% or your money back. (Promise)”

This template is great for email marketing and social media posts.

15. The 4 P’s of Copywriting

The 4 P’s stand for Promise, Picture, Proof, and Push. This template helps you create a compelling narrative around your offer.

This formula works by making a clear promise, illustrating the benefits, providing evidence, and encouraging action.

Here’s how to apply the 4 P’s:

• Make a clear Promise about what your product or service delivers
• Paint a Picture of what life looks like with your solution
• Provide Proof in the form of testimonials, case studies, or data
• Push for action with a strong call-to-action

For example: “Promise: Double your productivity in 30 days. Picture: Imagine finishing your workday with time to spare, feeling accomplished and stress-free. Proof: 90% of our users report completing their tasks in half the time. Push: Start your free trial now and reclaim your time!”

This template is versatile and can be used for various types of marketing copy.

16. The PACE Formula

PACE stands for Promise, Amplify, Clarify, and Exemplify. It’s a template that helps you create persuasive copy by building on your core promise.

The PACE formula is effective because it reinforces your main selling point from multiple angles, making your message more compelling and memorable.

Use these steps to implement the PACE formula:

• Make a clear Promise about your product or service
• Amplify the importance of this promise
• Clarify how your offer delivers on this promise
• Exemplify with specific examples or case studies

For example: “Promise: Our course will teach you to speak Spanish in 3 months. Amplify: Imagine the doors that will open when you’re bilingual – from career opportunities to rich cultural experiences. Clarify: Our method combines daily 15-minute lessons, live tutoring, and immersive exercises to fast-track your learning. Exemplify: Take Maria, who landed her dream job in Madrid after just 90 days with our program.”

This template works well for sales pages and promotional videos.

17. The LIFT Model

LIFT stands for Value proposition, Relevance, Clarity, Anxiety, Distraction, and Urgency. It’s a comprehensive template for optimizing your copy.

The LIFT model is effective because it addresses multiple factors that influence conversion rates, helping you create more persuasive and effective copy.

Here’s how to apply the LIFT model:

• Clearly state your Value proposition
• Ensure Relevance to your target audience
• Aim for Clarity in your message
• Reduce Anxiety by addressing concerns
• Minimize Distractions in your copy
• Create a sense of Urgency

For example: “Get fit in just 20 minutes a day with our at-home workout program (Value proposition). Perfect for busy professionals who can’t make it to the gym (Relevance). Simple, easy-to-follow video tutorials for all fitness levels (Clarity). 30-day money-back guarantee if you’re not satisfied (Reduce Anxiety). No equipment needed – just you and your motivation (Minimize Distractions). Limited-time offer: 50% off if you sign up this week (Urgency).”

This template is particularly useful for landing pages and email campaigns.

18. The AICDC Formula

AICDC stands for Attention, Interest, Credibility, Desire, and Close. It’s a comprehensive template for guiding customers through the buying process.

This formula works by capturing attention, building interest, establishing credibility, creating desire, and prompting action.

Follow these steps to use the AICDC formula:

• Grab Attention with a bold headline or opening statement
• Generate Interest by highlighting key benefits
• Establish Credibility with proof points or testimonials
• Create Desire by painting a vivid picture of the outcome
• Close with a strong call-to-action

For example: “Attention: Lose 10 pounds in 30 days – guaranteed! Interest: Our scientifically-backed program combines nutrition and exercise for sustainable weight loss. Credibility: Developed by leading nutritionists and endorsed by celebrity fitness trainers. Desire: Imagine fitting into your favorite clothes again and feeling confident at the beach this summer. Close: Start your transformation today – click here to get 50% off your first month!”

This template is versatile and can be used for various types of marketing copy, from sales pages to video scripts.

19. The 5-Point Persuasive Framework

This template involves five key elements: Pain, Agitation, Solution, Proof, and Proposal.

The 5-Point Persuasive Framework is effective because it addresses the customer’s problem, intensifies it, offers a solution, provides evidence, and presents a clear offer.

Here’s how to use this framework:

• Identify the Pain point your audience is experiencing
• Agitate that pain by highlighting its negative effects
• Present your Solution
• Provide Proof that your solution works
• Make a clear Proposal or offer

For example: “Pain: Struggling to generate leads for your business? Agitation: Without a steady stream of leads, your sales will dry up and your business could fail. Solution: Our lead generation software uses AI to identify and engage your ideal prospects. Proof: On average, our clients see a 300% increase in qualified leads within the first 3 months. Proposal: Start your 14-day free trial now and watch your lead pipeline fill up!”

This template works well for sales pages and pitch decks.

20. The OATH Formula

OATH stands for Oblivious, Apathetic, Thinking, and Hurting. It’s a template that helps you address different stages of customer awareness.

This formula is powerful because it allows you to create copy that resonates with customers at different stages of the buying journey.

Use these steps to implement the OATH formula:

• Oblivious: Introduce the problem they might not know they have
• Apathetic: Show why they should care about this problem
• Thinking: Present your solution and its benefits
• Hurting: Address the pain points of those actively seeking a solution

For example: “Oblivious: Did you know that 70% of small businesses fail due to cash flow problems? Apathetic: Poor cash flow can lead to missed opportunities, stunted growth, and even bankruptcy. Thinking: Our cash flow management tool helps you forecast and optimize your finances with ease. Hurting: If you’re struggling to pay bills or make payroll, our tool can help you regain control of your finances in as little as 30 days.”

This template is particularly useful for creating targeted ads and email sequences.

Frequently Asked Questions (FAQ)

Let’s address some common questions about copywriting templates.

What is the best copywriting template?

The best copywriting template depends on your specific needs and audience. However, templates like PAS (Problem-Agitate-Solve) and AIDA (Attention-Interest-Desire-Action) are widely used and effective in many situations.

Can I use these copywriting templates for any type of copy?

While these templates are versatile, some work better for certain types of copy than others. For example, the AIDA model works well for ads, while the FAB technique is great for product descriptions. Experiment to find what works best for your specific needs.

Do I need to follow these templates exactly?

These templates are guidelines, not rigid rules. Feel free to adapt them to fit your brand voice and specific situation. The key is to understand the principles behind each template and apply them creatively.

How do I choose the right template for my project?

Consider your goal (e.g., generate leads, make sales), your audience’s awareness level, and the medium you’re using (e.g., email, social media post). Choose a template that aligns with these factors.

Can using templates make my copy sound formulaic?

While templates provide a structure, it’s up to you to fill them with compelling content. Use your creativity and knowledge of your audience to make your copy unique and engaging.

Mastering the Art of Persuasive Copy

Copywriting templates are powerful tools in your marketing arsenal. They provide proven structures that can help you create more compelling, persuasive messages. By understanding and applying these templates, you can significantly improve the effectiveness of your marketing efforts.

Remember, the key to successful copywriting isn’t just following one of these copywriting templates. It’s understanding your audience, clearly communicating your value proposition, and compelling your readers to take action.

Use these copywriting templates as a starting point, but don’t be afraid to adapt and experiment to find what works best for your unique situation.

With practice, you’ll become more adept at choosing the right template for each situation and infusing it with your brand’s unique voice and message. Soon, you’ll be crafting copy that not only captures attention but also drives results.

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