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Every business needs a compelling editorial content strategy, which is why your content should be designed with the following question in mind:

“Does this connect with people and encourage them to interact?”

If you’re having trouble making interesting editorial content for your customers, here are 25+ tips that can help.

» MORE: Learn about Sage’s ongoing website support & maintenance, including monthly content

1. Be concise

When you create editorial content, you need the information to be concise, sweet, and to the point. Endless sentences or overloaded information don’t grab anyone’s attention.

A clear structure helps you write and helps the reader read.

See an example post by our Head of Content:

Giving Your Website Wings: The Power of Quality Web Hosting

2. Call to action

Every example of editorial content you create should contain a call to action. There should be a short sentence or paragraph at the end of each post that lets readers know exactly what you want them to do and provides them with the appropriate tools (such as a link) to do so.

3. Edit your work

Even the most effective editorial content can be ruined by the lack of a good editor. For best results, ask others to read your work before publishing to check for grammar, punctuation, and spelling errors, as well as more creative or better ways to convey ideas and sentence construction.

4. Write editorial content for your audience

If you want to engage with your audience, you must write for their needs. If your customers are women between the ages of 35-50, make sure your editorial content is geared toward that gender and age range and written for them. Editorial content that is relevant to men ages 19-25 won’t appeal to your core client audience.

Remember, the goal of writing, particularly business writing, is to speak to your customers.

It’s easy to induce wedged in your own expertise and forget that your readers might not share identical knowledge. In such cases, you will labor over information that only you and no one else understand. Which, of course, makes the full exercise a waste of your time.

Constantly ask yourself: Who is this information for? Is it important to them? Is it clear? Otherwise, you’re merely writing, not communicating.

5. Tell a story

One of the most appealing pieces of editorial content is content that tells a story and keeps the reader guessing. You can use stories to tell about a specific product, the story of your business, or perhaps an interaction with a customer.

6. Be clear

The information should be very clear and easy to understand, without ambiguity. Ambiguity or ambiguity is not appealing, and your readers may be confused or frustrated by the lack of clarity.

Clear writing requires clear thinking

Think before you write. Write ideas on a notepad. Flesh out those ideas so that they become notes. Arrange the notes in order that they form a logical progression of thought.

Don’t get fixed with stylistic flourishes — write what comes naturally in a very simple, clear fashion. Your job is to be clear, concise, and direct.

Use pointers

Most business writing is not about amazing prose but about effectively communicating a message (sentences, prompts, requests) quickly, accurately, and concisely. To do this, you need to indicate to your readers how the various parts of your letter relate to each other.

Naturally, one sentence should be connected to the next, establishing a transparent, logical order from paragraph to paragraph. Connecting phrases, such as in result, in consequence, in contrast, help readers keep track of developments.

With headlines, readers can follow your thought process. In fact, some readers may only read the headlines or skip them to see if it’s worth reading the entire editorial article, so make them meaningful.

Use short sentences

Short sentences make an impact. It is easy to read and easy to understand them. So the shorter the sentence the better. Suppose our text contains a very long sentence. Somewhere in the middle, the reader will become confused, unable to follow the logic. However, once the long sentence is broken down into several shorter ones, attention and positive perception are reactivated. But different sentence lengths make the text dynamic and easier and more fun to read, gradually mastering each line.

Often – especially at the beginning of a text – we go around and around, making up long lines and starting from afar. All this is haram, that is, “not allowed” in Arabic. The great Russian writer Yuri Koval used to say that you should write in such a way that you want to kiss every word. We are not great writers, so we can make a concession: we strive to write so that we want to kiss every sentence. This means that each new sentence either develops the story or works to give the reader a deeper understanding of the part of the story that has already been told.

If you stick to this rule and describe an event or phenomenon without unnecessary digressions, spending effort only on the important things you’ve actually learned, the text won’t let the reader go. He will get used to the fact that the author takes a step forward in each new sentence to comprehend the meaning of the story and leads the reader along without stumbling.

Don’t neglect punctuation

Good punctuation promotes easy reading and clarity; poor punctuation leads to stops and starts, a staccato rhythm that interferes with the words themselves. Pay special attention to commas and periods. They regulate the flow of your writing and help clarify the meaning of your message.

Refuse adverbs

Except for calls to action, adverbs rarely add value to business speech. Use a stronger verb instead. Instead of “run fast,” use “rush”; instead of “cry with pity,” use wept or wailed. As Stephen King said, “the road to hell is paved with adverbs.”

Do away with the thesaurus

Get a dictionary instead. Good business writing is never improved by abstruse synonyms.

Use simple words

Business writing is not Scrabble: you don’t get extra points for using long words. Many writers (and not just amateurs) are fixated on the notion that big words make you seem smart and that long words equate to intelligence. They’re wrong.

By saturating your text with bloated words, you risk two things: you misuse the word in question, and you lose your audience. In other words, you become like a smug, boring, ignorant old fart. Is that the brand you’re going for?

7. Use great sources

Readers love it when you provide them with interesting and factual sources. Statistics, data, and news information are all great tidbits to include in an editorial article. Quotes are also an excellent thing to include but don’t go overboard with them.

Read more and browse widely.

Your writing won’t improve if all you read is on Facebook or Twitter. That’s not being snobbish; it’s just the character of the medium.

Find a pair of favorite authors, commentators, or journalists. What draws you to their writing? Why are they your favorites? I’m not suggesting you are trying to emulate the world’s great novelists and provide up if you fall short, but study what they are doing with words and why their writing works.

Read books that cover a number of aspects:

  • General practice books teach the basics of creative writing. These books may contain techniques on how to stimulate your creativity, give advice on how to structure your writing time, or work with agents and publishers.
  • Technique-specific books teach specific writing techniques that can be applied to many genres of writing.
  • Genre-specific books teach how to write in a particular genre, such as advertising, fiction, or romance.
  • Genre guides provide the information writers need to know in order to create real moments for their stories in that genre.
  • Keep an eye on writing blogs and podcasts. A number of writers give their opinion on writing in the form of a blog or podcast. You can find authors who write in your area of interest and either add their blogs to your bookmarks or download their podcasts to view at your leisure.
  • Join a writers’ group. Writers groups give you a chance to network with other writers to share both methods and opportunities to promote your work.
  • Regardless of which formal or informal methods you choose to learn creative writing, a surefire way to improve your skills is to write regularly and often, applying what you’ve learned from the methods listed above.

8. Format intelligently

Format your editorial content in a way that’s easy to follow, read, and understand. Put spaces where necessary, use headings and subheadings, bold where necessary, make appropriate margins, use a font that is appropriate in shape and size, and choose the text and background colors that are e

Use headlines and subheadings

Using headings and subheadings is useful for two reasons: first, they grab readers’ attention by acting as the focus of the content, and second, they help keep your editorial content organized and consistent.

9. Use lists

Although lists shouldn’t always be used, lists can engage readers because they are easy to follow and understand. Also, lists are easy to look through and get immediate information without having to read a large amount of text.

10. Use graphics

Graphics, such as photos, videos, charts, and graphs, are terrific tools for increasing customer engagement and engaging readers. By choosing powerful graphics, you can convey the concept much more easily than with text alone.

11. Go easy on the STYLING

Computers make it only too easy to experiment with fonts and other style conventions. In regular writing, this rarely adds to comprehension. Here are some pointers proven over a century of typesetting:

  • Serif typefaces are easier to read than face type in regular writing. There’s some evidence that font type is also easier to read in AV presentations (e.g., Powerpoint) if reversed out of a dark background (i.e., white type on a black or dark background).
  • Unless you are a skilled typesetter, paragraphs set ragged right are easier to read than set justified.

12. Use keywords

Not only will keywords help you improve your search engine rankings, but they will also help you stay on topic and make your editorial content more engaging and interesting. Stick to your title and keywords throughout your post to make sure each piece of editorial content you create is relevant.

13. Include internal links

A great way to keep users on your site and repeatedly attract traffic to your site is to use internal links. When placed properly, internal links can help make editorial content more engaging and provide the user with relevant and useful information.

14. Be consistent

Not only should you be consistent in your literary genre and therefore in the form of the editorial content you publish, but readers will be more inclined to read your blog if they know that you publish editorial content regularly and consistently. People usually don’t like it when, in a regular blog, they encounter content that is wordy and topic-driven. Set a posting s

15. Let your passion shine through

The most engaging editorial content is content that’s written by someone who’s obsessed with the subject they’re writing about. You’re keen on your business, so let others see that love in your writing. Writing with passion and telling readers why it’s you’re passionate about could convince them that they can love your business too. Also, show the audience how you are different from others by emphasizing your unique selling points and convincing the audience that your material is one-of-a-kind.

16. An alternative for extended writing is IMRAD: introduction, methodology, results, and discussion.

Or the most commonly quoted and accessible option: tell them what you’re going to tell them, tell it, and then tell them what you told them afterward.

Stick to your structure. If it isn’t working, review each point: perhaps something is in the wrong order. Or, presumably, there is a single irrelevant point that’s throwing everything else out of whack.

Don’t get stuck trying to search out the ‘right’ word.

Read the sentence or the paragraph aloud — often, this can prompt the ‘right’ word to reveal itself. But if it doesn’t, move on. Use another word, even a nonsense word, and are available back to that. Few people in business have the time to sweat over every crystalline expression. Good writing isn’t simply written — it’s rewritten. The three golden rules of excellent writing are Edit, Edit, and Edit.

Write. Then edit.

Writing and editing are two different mental processes. Don’t try and write and edit at the same time. It should sound more efficient, but it is not. You will get a much better result if you write, let it rest, and are available back every day later, along with your editor head screwed on.

17. Use active verbs where appropriate

Active verbs (also quoted because of the active voice) make words: France defeated Croatia in the tournament final, instead of Croatia was defeated by France.

In the first case, the subject (France) of the verb (beat) does an action; in the second case, the subject (Croatia) does something with it.

In academic editorial articles, the passive may also be preferable (and unavoidable), but in business texts, especially those about sales, the action contributes to a faster pitch, better rhythm, more engaging reading, and turns the call to action into a command rather than an invitation.

18. Check your grammar

Yes, you understand the difference between “their,” “there” and “they,” “than” and “then,” “your” and “you.” But even the simplest writers make mistakes from time to time. And what may be a mistake or a typo to you may seem like ignorance or carelessness to your readers.

Is it worth the risk of looking ignorant and careless for the sake of a small amount of time spent proofreading?

Always remember starting a sentence with a conjunction (and, but, or) is a bad option.

19. Don’t be delusional

Many writers tend to ramble. This may be due to the fact that they get off their heads–like the derivation of the word “ramble,” which was originally used and continues to be used, especially in Britain, to explain the pleasure of going to the countryside, but can equally mean to speak or write at length in an extremely confusing or contentless manner–or they labor over a lengthy statement of a subject that does not really need explaining.

To set the right tone, imagine a child-not a high school student, not a first grader, but, say, a sixth- or seventh-grader-to whom you must explain what the hell is going on. Explain it simply, unobtrusively, intelligibly, without fear of appearing simplistic, but also keeping in mind that this is still a child who should be explained from scratch and avoiding terminology – or rather, translating it into ordinary, mundane language.

One of the main misconceptions is that you should express yourself literary, not write dryly, pour water on it, and expand the text through an abundance of words, descriptions, and compound structures. It’s the opposite. If you fully expressed the thought or situation and showed all its complexity in three paragraphs – fine. So be it.

20. Closer to the point

Brevity is important in business writing. If you find yourself thinking, take the opportunity to imagine yourself face-to-face with your client and write down your answers to these three questions:

  1. The reason for writing is…
  2. What I need you to understand…
  3. What I need you to take action on…

With these answers to help you focus, come back to this question.

21. Watch out for flabbiness, fluff, and filler

Remember, your business website editorial article is all about clarity, brevity, and communicability. Discard those words that don’t do their job. Here are a few phrases to pay attention to:

  • Every day…
  • In order to…
  • As a matter of principle, completely, absolutely, literally, as a matter of fact.
  • As a matter of fact…
  • For all intents and purposes…
  • As a matter of fact…

22. Read out loud

Reading aloud is a great way to get a feel for how your audience will perceive your work. It will also help you find typos and other errors that cause you to stumble or break your flow.

23. Move with the rhythm

The best writing involves rhythm and pacing that moves the reader forward. Breaking that rhythm with a well-placed “STOP!” can add weight to your call to action and make the reader pay attention.

24. Less is less, more is more

There is absolutely no justification for the “less is more” argument in favor of a shorter version of an editorial article. The explanation is that supposedly people – especially business people – are pressed for time and don’t have the ability to read a long promotional speech.

This is complete nonsense because this argument is flawed.

Brevity, targeting, short sentences, avoiding incoherence – none of this has anything to do with the physical length of your copy.

You have to ask yourself: how important is this pitch to my client? How important is this pitch to me?

No one will shell out $500,000 for a Rolls Royce for promotion whose author tried to induce a sale in 50 words or less. This is an absurd notion.

In reality, many of the most experienced copywriters believe there is no such thing as too much text. If it is well-structured, quickly communicates your main point, and contains appropriate calls to action, there is no formula for determining how much is too much, and there is no harm in writing a large amount of text. However, there can be very significant harm from a lack of text.

25. How do you learn to write texts so that they are expected? We reveal the secrets!

  • Use personal references in your text (“you”). Write in the first person.
  • Build a dialogue with the reader by periodically asking a question in the text: “What do you think?”, “Do you agree with this statement?”, “Don’t you?”
  • Use italics and bold type, emoticons to highlight important points in the text. Just don’t be bigoted!
  • Be honest with the reader. Give numbers or facts? Make sure they are authentic.
  • Respect the reader and do not use your article to denigrate, swear and quarrel. Naturally, no swearing! Although, there are some very well-known internet marketing experts who are impossible to imagine without their trademark “strong language.” Only the point is, it’s their thing; repeating it will just be a bad copy.
  • NO copy-paste. If you have to use material from third-party sources while writing an editorial article or a post, don’t be lazy to insert a link to the original source.
  • Look for your own style. Yes, at first, it’s easier to adapt to the style of your idols, but gradually with each written article or post, you should look for that style of presentation in which you feel most comfortable.

How does editorial writing happen?

Ideally, the author writes the text completely “out of his head,” based on his knowledge and experience. However, this is not always the case. There is such a thing as rewriting. This rater takes some specific editorial article from the Internet and retells it in his own words, picking up synonyms and swapping places. Such a text will technically be unique, but the benefits to readers will be small because the editorial content of the article completely repeats the text, which has already been published somewhere.

In this regard, the most characteristic is the combination of these two methods: on the basis of materials from several sources, combined with his own thoughts on the topic, a unique author’s text is written.

At the beginning of the article, the author should think about the idea of the text and clearly understand its purpose. Of course, you can write an article based on your interests, but not the fact that this article will interest visitors. The article should solve the problem of readers or tell them something new, so semantics is often based on information requests from users collected through search engines Google, DuckDuckGo, or services such as Yandex.Wordstat.

When writing articles to order, it is obligatory to draw up terms of reference (TOR) – a tool that prescribes the topic of the text, for which audience it will be written, its size in characters without spaces, the style of presentation, etc. TK includes a list of keywords to be inserted in the text, the required percentage of uniqueness, the verification service (we will talk about this below), and other technical indicators. In addition, the deadline is determined. It will be good if the client adds to the terms of reference a link to an example of an article he likes.

But even if you write for yourself, for example, an article for a blog, the ToR will not be superfluous. When you write it, you will better understand what text you want to write.

The order of work on the article

A quality article should be interesting. But interestingness – a subjective concept, you may object, and you would be right! It is impossible for the same text to be equally useful to a teenager and an elderly person, or a novice in a field and a professional. From this follows one of the basic principles of writing articles.

Already at the beginning of the work you should determine the target audience, that is, take into account gender, age, and amount of knowledge in the right area in your readers, as well as their problems and interests. Good material can not be written for everyone. For everyone means for no one. It is the target audience that will determine the style of the writing and the depth of the topic.

The next step is to gather information. Before you begin writing, you will need to collect data and analyze it. Use only reliable sources to find data: reliable Internet publications, official documents, specialized Internet services, and blogs. In the text, it is desirable to include confirmed facts.

If you have to write a long text, it is better to make a plan in advance. The author must decide on the structure of the article: to understand which sections it will consist of, what their approximate size will be, and in what order they should follow. Each of the sections should respond to one specific question posed and disclose it in detail.

This is followed by the writing process itself, after which it is necessary to edit the article and check it against the requirements set forth in terms of reference. Next, we will look at these topics in more detail.

Structure of an article

All articles consist of a title, an introduction, the main body, and a conclusion.


The title and first lines are the most important. The purpose of the headline is to grab the reader’s attention. After reading the headline, the visitor should understand what the article is about, become interested in its content, and immediately start reading the first paragraph. Headlines should be short, simple, and clear. You can make it more catchy by using one of these elements:

  • Question. For example, the headline could be, “Where do I get ideas for articles?”
  • A number. Example: “25 Ways to Find Article Ideas.”
  • Amplifiers are words that increase the effectiveness of the title. By tilting the material “How to write a quality article if I am not a copywriter?” for example, this will attract the attention of someone who is not a professional in writing texts.

Also, to attract a particular group of readers, specify in the title the area of interest of the target audience, mention hobbies, and use special terms. For example, someone who specializes in Internet marketing will probably find the article “How to increase ad CTR?” helpful, while people who are not in the subject will not pay attention to it.

The title of the article should necessarily include the main keywords or phrases. This is necessary to optimize and promote the article in search engines.


So, the title motivated the reader to open the article. What next? So that the visitor to your site wants to read the article to the end, it should be fascinating, to begin with.

The introduction should give the user an answer to the question, “Why should I read this article in the first place?” In this brief introduction, you can ask a relevant question, such as “Would you like to learn how to write articles?” and then talk about the benefits of reading, letting the reader know that they will find the answers to these questions in

To pique the reader’s interest, try starting the article with some unusual fact or telling a story. Life examples work well. Readers like it when the author shares personal experiences. The article can also begin with a quote that is relevant to the topic.

Main part

In the main part, the author responds to the reader’s request that he come to the site. Cut the text into three to five paragraphs of smaller parts. For all sections, think of informative subheadings – they will prompt the reader with what each block is about. Make sure you include keywords in the subheadings and distribute them evenly through the text.

Use appropriate pictures, graphs, and tables to illustrate what you have written.

Use bulleted and numbered lists, they catch the eye, additionally structure the text, and they are easy to read.

To focus the reader’s attention on an essential point, you can frame the paragraph as a quotation. To emphasize individual words and sentences within a paragraph, use bold or italics. Similar elements in the article can also be highlighted in the same way. However, it is important not to overdo it – if there is too much emphasis, it will make reading diff

Only one idea should be disclosed in a single paragraph to make the narrative logical and easy to understand. No need to try to cover the immensity in a few sentences. Also, make sure that each subsequent sentence is a logical continuation of the previous one.

The final part of the text

It remains to figure out what to write in conclusion. For the last part of the article, you can conclude the idea in the introduction. The thesis repeats the main ideas and reminds the reader about the most critical points. Encourage the reader to use the information, give further instructions, and prompt action. Finally, you can wish the visitor success and offer to share the article on social networks.

Keep in mind that you don’t have to write the article sequentially at all. You can start with the block of meaning you feel comfortable with.

Editing the text

We figured out how to write an article. But that’s only half of it! Before publishing, it should be checked for errors and typos. It is better to start editing, not immediately. If time permits, it is desirable to postpone the article for a day or at least a few hours, then reread it and make the necessary changes. Such a breather allows you to see your text with a fresh, unclouded creative eye.

Even if your literacy is high, check with dictionaries and reference books on the English language whenever you have the slightest doubt.

Those who are not at ease with grammar and spelling can use various online services to check the text for errors. The best quality is demonstrated by the service Grammarly, but you will have to pay to use it.

When checking an article, you should pay attention not only to errors. Perhaps when you read it again, you will want to cover some point in more detail, or, conversely, you will notice something unnecessary in the text. At this stage, once again, assess the structure of the material – the breakdown into paragraphs and the presentation of the lists in the form of lists.

Verifying text uniqueness and SEO analysis

The website where your article will appear in search results depends on the uniqueness of the text, as well as such parameters as wateriness and spamminess. So the importance of search engine optimization (SEO) should not be underestimated.


The uniqueness of the text is checked with special services, such as Grammarly. This service is convenient because it allows you to check texts of any size. Downloading and installing any program is not required. In addition, Grammarly offers a great spell checker and give you a suggestions how to improve text readability.

The uniqueness check service compares your text with other articles published on the internet. If you have written an original text without the use of third-party sources, or deeply revised material from them, the percentage of uniqueness may equal 100%. However, more often than not, even a fully authored text has individual word combinations that occur in various web resources. This lowers the percentage.

Service highlights non-unique phrases with color. To make the text more unique, replace individual words in these fragments with synonyms, rephrase sentences, and check the article again.

For good indexing of the site in search engines, the uniqueness of the texts should be no lower than 90-95%. In some cases, for example, highly specialized texts containing professional terms that can not be replaced allowed the uniqueness of 85%.

Water editorial content

The text should contain a lot of specifics and a minimum of words and phrases which do not carry any semantic meaning so that the user can get the answers to his questions by reading the article. Meaningless articles full of “water,” the visitor will not finish reading to the end, which will adversely affect the site promotion in search engines.

To reduce the water editorial content of the text, remove some of the highlighted words that do not affect the meaning of the written text, or replace them.


Spaminess (some services use the term “nausea”) is the percentage of frequently repeated words or phrases in an article. While writing texts, it is essential to keep an eye on the number of search keywords, since an excess of spam will cause the article to go down in the search results. Spam content is expressed as a percentage. The more keywords in the article, the higher is its spamming. To reduce spamming, replace or delete the words selected by the service.

How to write sales texts: examples of templates

The AIDA formula – a sales consultants’ technique

“Aida” and its varieties can be used in letters for newsletters, weblinks, posts for social networks, advertisements and booklets, and commercial offers. AIDA stands for Attention, Interest, Desire, Action (Attention, Interest, Decision, Action):

Attention First. We write about the offer. Talk about the most wonderful thing about the product or service. Or offer a discount, bonus, or promotion. If there is a limit, you tell them about it.

Demonstrate the characteristics of the product or service. Explain why they are good. Show how they will help the user personally. Act on an emotional level. Remember, the benefits may be hidden. For example, an aero grill will help improve your figure without giving up the food you’re used to. Ensure the user that the order will solve the problem and not add any new inconvenience. Think of yourself as a potential customer. Recall all his pains, doubts, and objections. Agree with them, and then give arguments in our favor.

Do not forget to justify the price. We write what we want from the person. For example, “Go to the site,” “Register,” “Buy,” and “Order.”

A modified version of the AIDA formula is AIDMA (adding Motivation). Examples of motivation in the text are gifts for birthday boys, time limits, additional discounts, etc. AIDCA formula adds Confidence – confidence, trust. These can be testimonials from real people and references to certificates.

PAS formula

This template is useful for short material: an advertisement, a newsletter, or a social networking post. PAS consists of Problem, Attention, and Solution. First, we describe the essence of the user’s pain. We show what the problem is preventing in the present. Anticipate where the problem will lead in the future. We tell them how to deal with it, what they need to do, and what our product has to do with it.

PMHS formula

Use PMHS when you need tough text for a branding, newsletter, or social media post. PMHS combines Pain, More pain, Hope, and Solution. First, name the potential customer’s deep pain. Do it right in the headline of the sales text. Example: “Afraid to go to the dentist?” Describe more harshly where inaction will lead. In this case, serious illness. When we scare you, we convince you that the situation is not hopeless, there is a solution, our product solves the problem, and we describe what to do next.

ODC and SCH templates – formulas from Don Corleone

These templates are useful for messenger and other promotional newsletters, social media posts, and website articles. ODC consists of Offer, Deadline, Call to action – offer, deadline, and call to action.

ODC is suitable for short texts. First, we make an offer that is hard to refuse. Then warn that the product will soon run out, we have a short discount, etc. In the end, we push for action.

SCH combines Star, Chain, Hook: star – something impressive that’s hard to refuse; chain – a chain of reasons to buy; hook – a call to action. SCH’s boilerplate sales text differs from the previous one in length and one component: we do not limit the potential customer in time. Instead, we write how much he will get after the purchase or order.

ACCA formula

The ACCA template is used to write posts for social media, promotional mailing lists, weblinks, commercials, and brochures. ACCA implies Awareness, Comprehension, Conviction, and Action – awareness, understanding, persuasion, call to action. First, we attract attention as in AIDA and its variants. Then we turn to the user’s logic. Help them understand the value of the offer. We assure them that we are a reliable company. In order to prove this, we give references from real people, experts’ opinions, certificates etc. Finally, we push to action.

PPPP formula

PPPP-type sales texts are useful for lendings, ads, mailings, and posts on social networks. PPPP is a Picture, Promise, Prove, Push – a picture, promise, persuasion, call to action. First, we draw an attractive and satisfied person who took advantage of the offer. Then we promise the reader: “After the order, you’ll be the same.” Prove your reliability: cite reviews, ratings, certificates, etc. Explain what must be done.

The Joe Vitale formula – draw a beautiful future

This is a beautiful and emotional text – suitable for advertisements, posts on social networks, web links, and mailings. First, we attract attention; then, we increase interest: play on curiosity, press the main pain, and promise a way out of a difficult situation or future pleasure. To be convincing, we draw pictures from the reader’s present and future life.

Use logical arguments to convince of the benefits of the proposal. Accept objections and close them with arguments in your favor. To increase confidence, you provide certificates, ratings, reviews, and statistics. We give guarantees. Explain why it is better to apply now. Remind about the problem, the pleasure after the order. If you get a discount, a bonus, a present – remind us about it.

FAB formula

The template will be suitable for advertisements and social media posts. FAB consists of Features, Advantages, and Benefits. Two options are possible: mention the feature of the product or service. Explain the benefits which the product offers in comparison with competitors’ offers. In the end, you show the benefits the customer will receive; we draw a picture of the future as if it has already arrived. We show what features the product or service has. Or write what they will do. Finally, we explain what benefits the customer will receive.

The universal BAF formula

Suitable for texts of any purpose. BAF stands for Before, After, Bridge: before, after, bridge. We describe how difficult it is for the client to live with the problem, and we convince him that we will make his life easier. Then we explain what action will solve the problem and add a call to it.

Formula 4 U’S

The template is designed for short messages and small webbing. The 4 U’s combine Useful, Urgent, Unique, Ultraspecific – Useful, Urgent, Unique, Ultraspecific. In the body of the selling text, we show how the product or service will help the reader. Limit the duration of the offer. Telling about the main advantage over competitors. Personalize the message or focus attention on an important aspect. Call to action.

DIBABA formula

The sales text from this template will come in handy when writing the text for a landing page, an advertising newsletter, a booklet, or an advertisement.

DIBABA is: desire – desire; identification – comparison; bump – collision; reAction – reaction; buy – purchase; atmosphere – atmosphere.

Identify the user’s pain. Explain with sales text that we will help solve the problem. Prove that our offer is the best option. Agree to objections. Close them with arguments. Talk about restrictions, promotions, and specials. Push to action. Insert clear instructions for ordering, payment, etc.

QUEST formula

This template is suitable for mailing lists, web links, commercials, brochures, and advertisements. QUEST combines: qualify, to qualify; understand, to understand; educate, to educate; stimulate, to stimulate; and transition, to urge. First, we specify for which segment of the target audience the offer is intended. We show the users that we understand their problems and wishes. We talk about the benefits of the product or service. Show how the product will help the reader. We push them to action. Explain why you shouldn’t delay with an order.

The “Four questions” formula

The template is suitable for posts on social networks and newsletters. Consistently answer four questions: Why this product or service is better than others to solve a problem; Why our company is better than our competitors; Why our price is reasonable and suitable better than others; Why it’s better not to postpone the purchase. Insert a call to action.

The “Five Questions” formula

The template comes in handy for weblinks, commercial offers, newsletters, brochures, and ads. Answer the questions:

what the user will get if he reads to the end of the text;

  • How do we do what we promise;
  • who is responsible for our promises and why;
  • to whom we offer our goods and services;
  • How much do the goods and services cost?

In the end — push to action.

Growing your business and increasing profits is impossible these days without creating engaging editorial content marketing that engages your audience and attracts new readers.