#1 reason to break copywriting rules

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Hope your workweek has blown by, Inbox Hackers. 

Today, a quick thought on when to ignore copywriting formulas. Then, we’ll wrap up this week’s marketing news and stuff like we’ve got good sense.

The Perfect Copy Won’t Fit in a Box

I shared a ginormous list of copywriting formulas with y’all last week. 

There’s a lotta time-saving templates in there. Very helpful for copywriters (rookies especially).

But a songwriter interview got me to thinking about all the “best practices” and “standards” and “templates” that prevent writers (in any industry) from writing something uncommon - aka awesome. Something that sells a million widgets or gets thousands of readers to turn their lives around for the better.

That songwriter wrote this — and I don’t believe a better song can be written. Yet, the writer broke a cardinal rule of songwriting. Apparently, using dialogue in a song is a no-no. It does not work, say the experts.

So how do you explain this perfect song that weaves the perfect story? A super-sad story that somehow, to me, doesn’t feel sad?

Sometimes You Gotta Break Writing Rules

That brings us back around to those copywriting formulas. 

I took three examples to highlight some weaknesses. 

See below:

AIDA - Attention, Interest, Desire, Action

Potential weaknesses:

• Developed over 120 years ago (some aspects may be outdated)

• Oversimplifies getting a conversion

• Not ideal for branding

PAPA - Problem, Advantages of solving the problem, Proof you can solve it, Action

Potential weaknesses:

• Problem not made clear

• Not enough emotion used

• Too logical

SSS - Star, Story, Solution

Potential weaknesses:

• Story drags

• Star is not relatable

• Solution not highlighted

Knowing that no formula is perfect gives you freedom as a writer.

Study, Think, & Adjust

You may’ve already seen tweaks to the above copywriting formulas. 

Example: Someone added a ‘C’ to AIDA and voila, a new formula called AIDCA. The ‘C’ stands for conviction. It aims to convince people you can be trusted to actually deliver on their interest and desire with the action step you’re about to ask them to take.

The good news is you can add your own unique tweaks to any copywriting formula. 

As long as you stick to proven psychological and copywriting principles, you can take formulas in numerous directions. 

These principles are easy to find.

The real key is finding quiet time - and lots of it - to write your copy using old formulas and hybrid ones you concoct. 

Quiet time is at a premium. Not just in today’s techy, fast-paced world. Almost every songwriter in history says the first album is easy to write since “you’ve had your entire life to think about what you have to say.” 

The second album? What’ve you got left to say! 

And how could you get it written down now that you’ve had some success and your schedule’s filled up?

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Inbox Hacking is read by hard-working marketers like you and those at Procter & Gamble. Please forward our newsletter to a friend. 

Shane McLendon, Copy Kingpin 

P.S. SCORE reports virtual mirrors can increase conversions by 94%. 

P.P.S. Save 2 hours a week. Simply skip reading article sections titled “Test, Test, Test🙄.”