Do you use formulas or write from your heart?

18 replies
Assumption:

You already know the mechanics of good copywriting

Question:

What is your preferred method? Do you just look at "proven" formulas or top-selling copy and plug in some new wording? Or do write your copy from the ground up with sheer passion, as if you were inspired to write a novel.
#formulas #heart #write
  • Profile picture of the author GlobalMedia
    Interesting question. Personally, I prefer to write what my heart says. But then we can always look for the help from the so-called "Gurus".
    With time we will manage to create our own style unique from others.
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  • Profile picture of the author travlinguy
    After you've been writing for awile the formula thingy becomes ingrained and you write to the market. All the components of the formula will be present though they won't necessarily be in any particular order. Some copy will repeat interest and desire several times before getting to the call to action.

    I guess that's writing more from the heart. I can't remember the last time I sat down and thought to myself, AIDA. It also depends on the product. There seems to be a lot of discussion here lately, always actually, about long versus shorter copy.

    Sometimes a page needs to be long. Why? You need more words when you're selling something people aren't familiar with. When the writer has to explain a new product or new concept with a different twist, the copy has to be long enough to make a new idea, first, clear to the reader and then, compelling enough to make them pull out the plastic. So "form" in the traditional sense goes out the window.
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  • Profile picture of the author harrygoldwin
    I usually write from my head. I have seen loads of websites that are obviously clickbank sites - they all look the same. If you believe in your product, others will to - if you don't believe in it and your copy doesn't show that - people won't have the inclination to trust or buy.
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  • Profile picture of the author Raydal
    Why should there be a conflict between writing from your heart
    and using a formula? Poets do it all the time. Song writers do
    this all the time.

    People seem to think that using a formula is mechanical and
    lacks appeal but that's just not true. You can be heart-felt
    and appealing using any formula you choose to.

    At the same time, after you've been writing copy for a few
    years the 'formulas' would become second-nature to you
    so that you'll be using them without even thinking that
    you are doing so.

    Formulas are good. One of the most common mistakes
    I see in my coaching students is a lack of organization
    of their copy. That's why I require that they submit
    the formula they are using along with the copy to be
    critiqued.

    -Ray Edwards
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    The most powerful and concentrated copywriting training online today bar none! Autoresponder Writing Email SECRETS
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  • Profile picture of the author MissLauraCatella
    I'm with Raydal, "formula" and "heart" need not be mutually exclusive. Formula simply means including all of the necessary ingredients in a particular order, and one can definitely write with all of their heart while keeping the piece to a type of formula.

    Templates, on the other hand, I'm not so down with. I suppose they can be very useful to someone just starting out, but quality copy should come from scratch. Of course, scratch does NOT mean no checking up on what successful sales letters in the niche got going on, as that can serve as helpful inspiration.
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    • Profile picture of the author CopyAcolyte
      Originally Posted by bambii View Post

      I'm with Raydal, "formula" and "heart" need not be mutually exclusive. Formula simply means including all of the necessary ingredients in a particular order, and one can definitely write with all of their heart while keeping the piece to a type of formula.

      Templates, on the other hand, I'm not so down with. I suppose they can be very useful to someone just starting out, but quality copy should come from scratch. Of course, scratch does NOT mean no checking up on what successful sales letters in the niche got going on, as that can serve as helpful inspiration.
      I guess I should of distiguished "formula" from "templates" in my initial post. I think formulas are totally fine, and they are just sequences that guide your writing.

      I have more of an issue with "templates," as you said. To me, by definition of a template, you'll just be plugging in.
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      • Profile picture of the author MissLauraCatella
        Originally Posted by CopyAcolyte View Post

        I have more of an issue with "templates," as you said. To me, by definition of a template, you'll just be plugging in.
        I agree. If it's written for you, you're not writing! I don't want to come off as a snob. I'm sure templates can help one understand how a piece of copy should work and its components. But I don't think anyone offering up their services as a professional copywriter should use templates. It cheapens the process, the art that is creating copy, and sort of makes me gag!
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  • Profile picture of the author Stephen Dean
    Every copywriting formula I've seen has made a point to say it's just a general guideline, and not a steadfast rule. Used properly, they shouldn't limit your copy but strengthen it.

    Because really, how are you going to write copy without attention, interest, desire and action?

    Of course AIDA was the first copywriting formula I read about. But I actually worked with Michel Fortin's QUEST formula by my side when I first started. Years later it is indeed ingrained in me, I don't refer to it now when writing copy... but I do go back and read it from time to time.

    The Robert Collier Book spends the first 60-70 pages talking about his copy formula. It's good stuff.

    On a day to day basis I suppose I'm not looking at formulas, but I know they're ingrained in everything I write.

    Cheers,
    Stephen Dean
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    • Profile picture of the author DougHughes
      I'm with everyone else, the formulas become second nature after a while.

      I still refer to them often while editing and have various formulas and checklists posted on the wall above my desk.

      Formulas remind me of what's going on in the prospect's mind at various phases in the sales process.

      For instance, If I'm a car salesman here's the way it might work...

      Put my loss leader - a nice Toyota we got on trade for peanuts - on the front lawn of the auto mall with a ridiculously low price.

      Now the prospect walks into the lot. I don't just say hey, want to buy a car?

      I introduce myself and ask him what he's looking for and ask a series of questions to qualify him.

      Now, maybe we take a test drive. I gauge his reactions find the hot buttons, and work towards creating interest.

      I may offer testimonials or facts such as "oh yeah, my wife's sister drives has this same Toyota, she loves the gas mileage and the fact that it easily fits the kids and their soccer stuff." ...or "I'm thinking about getting one of these myself. I just read a new consumer report saying Toyota has the lowest cost of maintenance and highest resale value today. Not to mention it really get's up and goes and half the people I know own them."

      Establishing credibility and creating emotional appeal.

      "Yeah but...I've heard..."

      Overcome objections

      "Well, how much? I could get a Nissan for $6000 less."

      More objections and price appeal...

      "Sure, that's true, they're good cars, but they aren't nearly as cool as Toyota's, and then there's the resale value, etc... But you know, we have some very attractive financing options and we can put you in this Toyota for the same monthly payment as a Nissan, and Because you're buying new you can get 0% financing...so you're really paying about the same."

      Ask for the sale.

      "If I could get you into this Toyota for the payment you want at a great interest rate do we have a deal?"

      Sure, or more objection countering.

      Keeping them from bailing during financing. More testimonials...send a couple of your car dealer buddies around to remind him what a cool car it is.

      "Wow, hey, nice car, I saw that one come in...almost bought it for my wife." etc...

      Followup, quell buyers remorse. Bonuses, personal contacts, red carpet treatment, etc...

      ---------------------------------------------------------

      After thousands of sales and careful observation on the part of salesmen and direct marketers, smart people devised these formulas to reduce risk and systematize the sales process.

      It would be great if everyone had copywriting sales geniuses when they send out a half million dollar mailing but it isn't always the case. By systemizing the process with formulas and checklists the people spending the money narrow their chances of failure.
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  • Profile picture of the author TiffLee
    I think copywriting, in general, is a formula.

    ...but it certainly isn't set in stone.

    With that, let me say that I "write from my heart" -- a phrase that I'm not particularly fond of, but that is neither here nor there.

    ...It is, I believe, a grand mixture of the two that creates the best copy.
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  • Profile picture of the author sexysheila
    both. sometimes, I look for other write-ups and then learn their styles. On this way, I can enhance my wordings and imagination
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  • Profile picture of the author CopyAcolyte
    When I say "write from the heart," I mean to get into a genuinely inspired state that compels a writer to get it down on page.
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  • Profile picture of the author jjoshua
    I am a believer in formulas, I don't think everyone was born with the natural gift of writing million dollar sales copy.

    Formulas are necessary.
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    • What's wrong with using templates? You use templates because, you don't have time to sit around and wait for "lightning" to strike you with a great moment of inspiration.

      And, you can copy templates (of sales letter that worked in the past) to get the "formula" of a great writer in your subconscious. 'Cause, who the hell thinks about a formula when they write? If you do, you're taking all the passion out of your writing. There is a time and place for order but, it's after you've written the rough draft.
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      • Profile picture of the author laurie390
        If I'm writing a sales page, there are certain sections that I want to include, but what goes in those sections, comes from me. I try to address my market and what they are struggling with and how they can overcome the challenges.
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  • Profile picture of the author Mitt Ray
    I normally use a mixture of both. Formulas give you the right direction whereas writing from your heart gives you that extra creativity and I require that creativity as most of my projects are white papers. I specialize in writing white papers and as you know white papers require the creation of new solutions and problems.


    When a client asks for something strictly I focus more on the formulas, but when they want something different I write form the heart.
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