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The Classic Copywriting Formula


This template has been used as a guide by agency copywriters since back in the Mad Men days! 

It focuses on clear benefits of what you’re selling in a logical, interesting way. You don't have to follow it, but it's great to keep you on track when writing about your product or service for marketing purposes. 

You can use it for both traditional and digital mediums and it works for both short and long pieces of copy.  

We hope you find it useful!

Copywriting services in Melbourne

The Classic Copywriting Formula


What you are writing about


A strong, interesting hook to get the audience to keep reading

First paragraph

  • Clarify the headline
  • Introduce a clear benefit of the product/service you’re selling


Expand on the benefit you introduced in the first paragraph

Further temptations

Introduce extra/secondary benefits

Final paragraph

Remind readers about how your product/service will benefit them

Call to action

Tell the reader what to do

C.T.A. examples:

  • Call now for an obligation-free quote.
  • Email us for more information.
  • Download this free report now.
  • Register today.
  • Add to Cart.
  • Shop now. 
  • To take advantage of this limited offer, call today.
  • Call today for a confidential discussion.
  • Order today and get free delivery.  

Did you know we have our own in-house copywriter? Find out more about Hyatt, or read about our range of copywriting services.


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