Content creation doesn't have to be difficult.
When you use formulas, you're doing two things:
- Making it easier on yourself, because you're starting with a rough template.
- Getting better results, because those templates are tested and proven.
I've been writing content for 7 years and have amassed over 1,000,000 followers for myself and my clients. Recently, I compiled all the formulas I used to get those results, along with generating a ton of profit.
I thought about only releasing these to Copyblogger Academy members, but then I decided to give them all to you. For free. I also included examples. They're written with social media in mind, but you can adapt them to blog content by making the introductions a bit longer.
Here they are. My top 21 content writing formulas...
1. BAB - Before, After, Bridge
This is the perfect formula for when you're writing about a transformation.
Start with where you or someone else was before, mention where they ended up, then explain how they got there.
Usually, the bridge is one or multiple tools, systems, strategies, habits, or mindsets.
Example:
3 months ago, my average screen time was 9 hours a day.
This month, my average screen time was 1 hour a day.
Here are 7 tips that'll help you look at your phone less:
{The tips}
2. ABB - After, Before, Bridge
No need to spend much time explaining this one.
It's just the opposite of the formula above.
Sometimes, the "after" makes for a better hook. You can experiment with both and see which seems to work better.
Example:
I just got my dream job offer.
But 2 years ago, I was stuck in a dead-end career.
Here are 5 things I did to turn things around:
{The 5 things}
3. SVC - Story, Value, Conclude
Stories are great for getting and keeping attention.
When you deliver value while telling it or after telling it, you get followers and potentially buyers.
Sometimes, the story is short (like a few lines). Other times, it's longer.
Example:
24 years ago, Blockbuster offered to buy Netflix for $50 million.
Netflix went on to put Blockbuster out of business and get to a $150 billion valuation.
Here are 9 principles they used to make it happen:
{The principles}
{Conclusion}
4. PHC - Picture, How-To, Close
Make your reader or watcher picture something desirable. It helps if you've done that thing for yourself, a customer, or a client.
Then, show them how to get that thing with a how-to guide before finishing with a call to action.
On social media, you might spend a couple lines or seconds on the picture. For a blog post, you'll likely want to make the how-to statement the title, but paint a picture in the introduction to build desire.
Example:
You can earn $5k or more per month with a YouTube channel that never shows your face.
I know that because I have dozens of them.
Here's how you can build your first one in under 30 days:
{Photo with proof of views, subscribers, and/or earnings}
{The how-to guide, ideally with personal experience and mini-stories in it}.
{Ask for a follow, email list subscription, sales call, or product buy}.
5. MC - Myth, Correction
Correcting myths is extremely persuasive.
That's because saying something isn't true attracts attention, and the correction can be useful.
People love drama. They also love getting benefits. This formula delivers both.
Example:
The government is wrong about red meat being unhealthy.
Here's the truth:
{Science backing your position}.
6. AA - Attack, Alternative
This is very similar to the myth correction formula, expect it doesn't have to be a myth.
Instead, attack an idea, brand, or person (be careful with this one, as it can become very toxic) in your hook.
Then, explain your alternative and possibly relate it to something you sell.
Example:
Most "content gurus" tell you to deliver value.
But that's not the best way to generate profit.
Here's the best kind of content for getting sales:
{Breakdown of the alternative idea}
7. HLC - Hook, List, Close
Every good piece of content starts with a hook.
In this formula, the hook gets people interested in a list you write below it.
The hook can be a one-line description of the list or multiple lines. The list can have a few words for each item, or it can be a longer listicle with hundreds or thousands of words.
Example:
25 proven content writing formulas that'll help you go viral:
{The formulas}
8. PAS - Pain, Agitation, Solution
This is a copywriting classic that works for content too.
Start with a painful problem that your ideal audience has. That's your hook. Then agitate that pain a bit.
After building that tension and desire to solve the problem, you give the solution.
Example:
Do you sleep less than 6 hours a night?
If so, you're at greater risk of over 11 chronic diseases.
Here's how to fix it:
{The fix}
9. FAW - Failure, Adjustment, Win
Failures are great for catching attention.
They also set you up to deliver value and sell whatever you sell.
This is another formula that combines storytelling and value.
Example:
It took me 9 months to find my first client.
Then I changed one thing about my outreach strategy, and new business started pouring in almost every day.
Steal my acquisition strategy in under 5 minutes:
10. QAS - Question, Answer, Sell
Questions can be good hooks because people naturally have the desire to answer them.
If the question is relevant and the reader wants an answer, delivering it to them is useful.
Finally, after getting attention and creating trust, you can transition into a sales pitch.
Example:
What's the healthiest food on earth?
The answer will surprise you.
Here it is + 10 delicious ways to prepare it:
{The food and recipes}.
{Pitch for your nutrition book}.
11. PRS - Platitude, Relate, Sell
Platitudes are generic, emotionally-resonant ideas.
They don't build high-quality brands on their own, but they can help you catch attention and get engagement.
After doing that, relate the broader concept to something specific to your brand, then sell your offer.
Example:
People overestimate what they can do in a day but underestimate what they can do in a year.
Here's how I built a 6-figure personal brand in 12 months:
{The story}.
{Short sales pitch}.
12. SSS- Star, Story, Sell
Start your post by highlighting the star of the story you're about to tell.
The star can be you, a customer/client, or a person that your audience might care about.
Then, tell that story and find a way to relate it to what you sell.
Example:
This is {name}.
He started a sponge company in his garage and has made $44 million in sales since.
Here's how he did it:
{The story}.
{Short sales pitch}.
13. PPP - Picture, Promise, Prove
Start this formula by making your audience picture something they want.
Then, promise that you can help them make that fantasy a reality.
Finally, prove that you can do it, and maybe transition into a soft sales pitch.
Example:
Imagine getting 15 inbound leads every day with $0 in ad spend.
I'll help you make that happen in 5 simple steps.
Here they are and the results they've driven for my clients:
{The steps and proof}.
14. MMD - Maximize, Minimize, Deliver
First, maximize the time or money it takes to get a result with conventional methods.
Second, minimize the time or money it takes to get that result with your content.
Lastly, deliver whatever your audience wants.
Example:
I paid Alex Hormozi $100,000 for coaching.
You can get the top 5 lessons he taught me for free:
{The lessons}.
15. WWH - What, Why, How
Explain what value you're going to deliver to your audience.
Then explain why that value will help them.
Finish with a larger portion that explains how they can get it.
Example:
I just wrote out my top 25 content formulas.
These will help you create better content, do it faster, and sell more.
Like this tweet, and I'll DM them to you.
This is 100% free. No strings attached.
16. TT - Tease, Teach
This is a more unconventional content formula.
The "tease" is a little joke or trick that gets people's attention.
After that, you teach them something valuable.
Example:
AI will replace 100% of content creators by the end of this year.
Here's how:
Okay fine, that's not true. But you should be using AI as your content assistant.
{How to do that}.
17. MSC - Mystery, Solve, Close
Mysteries and secrets are great for grabbing attention.
You can then turn that attention into followers and customers by solving the mystery.
The conclusion can tie things together, or it can be a soft sales pitch.
Example:
SEO agencies don't want you to know this.
That's because if you did, you'd have no reason to hire them.
Here's the secret to getting first-page results for cheap:
{The solution}.
{Conclusion}.
18. ITT - Inspire, Temper, Teach
People love to be inspired by the idea of getting a great outcome.
If you temper their expectations a bit, that builds trust and leads into the rest of the content.
You can finish with teaching them how to get the inspirational result.
Example:
Anyone can earn an extra $500 per month with a faceless TikTok account.
But making that happen isn't easy.
Here's the system I've used to build 20+ accounts like this:
{The system}.
19. RIT - Result, Inspire, Teach
Results grab attention well, and they create interest in you and what you sell too.
Start with a result you got yourself or helped a client/customer get.
Then, tell your audience that they can do the same, and teach them how to do it.
Example:
I helped my client gain 5,000 followers in 48 hours.
Here's how (so you can do the same):
{Case study + a quick sales pitch for the service}
20. CCA - Compare, Clarity, Action
Comparisons grab attention and create engagement.
Once you have those, you can clarify and educate.
Lastly, you can tell people to take a buying action.
Example:
Bad copywriting: {bad example}.
Good copywriting: {good example}.
Here's why they're different and how you can apply this principle to sell more...
{Teaching why they're different}.
{Soft pitch for your product or service}.
21. AID - Attention, Interest, Deliver
Like AIDA is in copywriting, AID is essentially a universal formula that applies to all good content. I'd argue that every other formula in this post is a version of AID.
When writing, you first need to attract attention. Then, you need to keep attention and turn it into enough interest that your reader gets into the body of the content.
Sometimes, you do that with a hook in one or a few lines, then more interesting text below it. Other times, attention and interest are all in one simple line, like a list title or a how-to guide title.
Either way, your body needs to deliver on whatever you promised to get their attention.
Have this formula in your head every time you write content.
Think of it like a checklist.
- Are you grabbing attention with your hook?
- Are you transmitting that into interest?
- Are you delivering value in the body?
Answer yes to all three, and you'll be ahead of most.
Last Thoughts
The magic is in the execution of these.
But just knowing about them will help you.
Grab attention, lead into the body, deliver, then maybe sell something.
That's the core process.
These formulas will help you do it better.
