Copywriting Formulas to Energize Your Social Media

 

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Table of Contents

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Why Copywriting Formulas for Social Media Specifically?

·         1. The 4 C’s

·         2. The 4 U’s

·         3. Cliffhangers Make the Readers Want More

·         4. Use Social Proof

·         5. AIDA

·         6. So What?

·         7. Who-Why-When-What

·         Bonus Formula: Your Own

 

1. The 4 C’s

In marketing, it seems like things come in fours. The 4 P’s are often in the introductory marketing courses. So, it makes sense that there are the 4 C’s of copywriting. They are:

1. Clear

2. Concise

3. Compelling

4. Credible

If you can infuse your social media posts with these 4 C’s, you’re on a roll. This formula gets a little bit tricky.

https://www.hyundai.com/eu/about-hyundai/brand/experience-n.html

In it, it’s clear what you’re going to get – tips for successfully going it alone. It’s concise. It’s compelling to people going it alone and not sure how to find support.

 

 2. The 4 U’s

Another copywriting formula with the 4 U’s.

1. Useful

2. Urgent

3. Unique

4. Ultra-Specific

This one has a little more energy behind it than the 4 C’s. If your target audience needs an extra push, this is a great formula to deliver that push without feeling like you need to take a shower as soon as you hit publish.

 

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,

Chris Brogan is the King of this. He sells without it sounding sleazy. Here’s an example of a recent promotion he did for a paid webinar he hosted about email marketing.

 

It was useful for people who didn’t feel email marketing was their strong suit. The webinar was happening that night, so there was a sense of urgency in the post. The positioning was unique. And, it was ultra-specific about what the person would get. That’s hard to do in less than 140 characters, but he did.

 

 

3. Cliffhangers Make the Readers Want More

Our brains like closure. We’re drawn to it. We have to know what happens to the damsel in distress at the end of the fairy tale. We’re drawn into movie theaters like moths to a flame so that we can find out who did it in the murder mystery teaser we saw on TV.

 

In this example, Dr. Emad Rahim poses a question leaving the audience asking, “how?” To find out the answer, you have to click on the post and read the article. There’s curiosity baked into that post. Click, and you’ll find out how to develop empathy, which is a coveted feeling most marketers want to achieve.

 

4. Use Social Proof

It’s easy to make claims online. I can claim to be an astronaut, and with strong copywriting, I could get someone to believe I could teach him how to cook in space.

That’s obviously far-fetched. I have zero training in either space walking or culinary science, but by adding a few words to my post.

This type of sleaze has made many consumers worrisome about believing claims online. If your business falls into that class, you might want to use social proof in your posts to get people to trust you.

 

5. AIDA

AIDA is a classic example of copywriting formulas. It’s the go-to for most copywriters of all skill levels because it works. AIDA stands for:

·         Attention

·         Interest

·         Desire

·         Action

Grab the person’s attention up front. Tease them with something interesting. Plant the seed of desire. Then, tell the reader what action you want him to take next. Here’s an example:

 

6. So What?

“So what?” That’s the question running through your customer’s mind when he reads your sales pitch.

So what?

Instead of just saying, the headline goes on to say why that matters.  It’s a clear benefit, and it gives a more tangible reason to pay attention to the post. It’s not about sucking up to the editor; t’s our work in front of their audiece.

7. Who-Why-When-What

In storytelling, these are all important questions to answer. Copywriting is a lot like storytelling, so when added to a strategic mix, they make for a strong copywriting formulas.

·         Who is this for?

·         Why should that person care?

·         When can they get it?

·         What do they have to do next?

  

Bonus Formula: Your Own

Ultimately, to be persuasive and attention-grabbing in copywriting, you have to tell your story with your voice.

If the copy feels dirty to write and publish, chances are the reader will feel the same way and you’ll lose that coveted attention on social media. On the other hand, if you feel good about what you’re saying, you’re in a far better spot to capture the attention of the reader.

You choose what feels best for you. Test different copywriting formulas, tweak your approach and learn as you grow.

Kimberly Crossland is a copywriter with  talent for writing words that pull out brand’s personalities. 

 

 

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