Ask any marketer accountable for copywriting about their writing course of. You will shortly discover on the market’s no particular course of to observe and little to no copywriting templates to information you.
Moreover, copywriting varies relying in your viewers, goal, and format. Copywriting for an Instagram publish, as an illustration, is totally totally different from copywriting for a weblog publish.
At HubSpot, we all know the battle. Copywriting calls for creativity, inspiration, and laborious work, and it may be troublesome to search out all three, day-in and day-out.
To assist with author’s block, we have put collectively a listing of copywriting templates you would possibly use for any of your advertising and marketing efforts, together with running a blog, social media, e mail advertising and marketing, and even inner memos.
Let’s dive in.
10 Copywriting Templates to Use in Advertising
1. E mail Advertising
First, you may want to find out what sort of e mail you are writing to make sure you’re chatting with the appropriate viewers. Coordinate along with your crew to see if it is a one-off advertising and marketing e mail like a month-to-month publication or when you’re being requested to put in writing for a sequence of emails, like a nurturing campaign.
As you are drafting your copy, contemplate how your e mail will encourage the reader to take the specified motion, like clicking a hyperlink to buy or scheduling a name with a gross sales rep to be taught extra about your providers.
You will not be aiming for the reader to take a selected motion and as a substitute simply wish to ship a normal replace, like an organization announcement. You will need the copy to simply and clearly talk the core of your message to your reader.
Here is an instance of a template you would possibly use to welcome new subscribers to your publication:
Hello [First Name],
Thanks for signing up for [include what someone just signed up for, like a blog subscription, newsletter subscription, company services, etc.]
At [Company Name], we’re working to [list a few of your company’s core goals or include your mission statement]. We extremely encourage you to take a look at [suggest a few recommendations so the reader can continue learning more about your company].
For those who ever have any questions, please be happy to contact us at [Contact information].
[Company Name, or individual sender’s name]
Featured Useful resource: 15 Email Templates for Marketing and Sales
2. Running a blog
Blogs give copywriters an opportunity to dive deeper into matters in a approach that is not captured by means of emails, adverts, or social media posts. There are such a lot of several types of blogs you would possibly write, so make sure you develop your blog strategy to maintain a detailed eye on what sorts of weblog posts and matters carry out greatest for your enterprise.
Since blogs are usually longer than different sorts of copy, you wish to be sure to’re maintaining your viewers engaged. Take into account what your readers might want out of your publish, and give attention to answering the topic-related questions they’re going to most certainly ask.
This weblog publish template is an instance of a services or products overview.
[Introduce the product/service you’re reviewing and relevant background information about the company and the product/service. Clearly state what the reader will gain from reading the post.]
[Write a brief using keywords. Use headings throughout the post to break up the key sections of your post]
[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service, section them separately as you review. Be detailed and answer the questions you think your audience may have about the product or service.]
- How a lot did it price?
- What’s the performance?
- How was the customer support?
- Are you recommending the product/service?
- Who would profit from utilizing the product/service?
[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]
Featured Useful resource: 6 Free Blog Post Templates
We have put collectively six important weblog publish templates each marketer wants — from how-to posts to listicles.
3. Social Media
Writing copy for social media will depend on the social platform. For those who’re writing for Twitter, you have got a strict character depend, so the copy must be transient however nonetheless interesting sufficient to get the eye of somebody scrolling.
Much like Twitter, Instagram is thought for catchy captions. Character depend is not as a lot of a priority on Instagram. Nonetheless, because the social media powerhouse is visually oriented, you may wish to write a caption that echoes the picture or video in a publish.
Total, the first purpose when copywriting for social media is to completely perceive the important thing variations among the many social media platforms. Here is an instance of an outreach template you may use for one more main social media platform, LinkedIn.
Hello [First Name
], I simply completed [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.]. I discovered it fascinating that [include a few brief vital points you found interesting, or anything that you feel showcases some common ground]. I additionally seen that we share just a few mutual connections, like [list mutual connections].
Let’s join and preserve sharing nice content material with one another!
Featured Useful resource: Social Media Templates
4. Web site Copy
Copywriting for web sites is about staying true to the enterprise’ total model whereas making it simple for customers to navigate the location. The copy that makes it to a website performs an enormous position in setting the tone for a model’s voice. When writing web site copy, then, it’s vital you collaborate with key decision-makers for suggestions to make sure your copy is on-brand.
There are such a lot of totally different web site parts, so begin with clarifying what sort of web page you are writing for on the location. This may occasionally embrace, however just isn’t restricted to, the next:
- Residence web page
- About Us web page
- Contact web page
- Product or Service class web page(s)
- FAQ web page
- Weblog web page
Let’s check out one of the vital needed pages to incorporate in your website, the About Us web page:
[Company name] was based in [Year] by [Founder’s name]. When [Founder’s name] started constructing [Company name] [he/she/they was/were] decided to [help, build, create] an organization that provides [include the solution that the company problem solves for].
[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]
[Company name] helps folks with [identified pain points of your buyer persona(s)]. To present our prospects the most effective we give attention to [value proposition #1], [value proposition #2], and [value proposition #3].
[Company name] takes delight in working with folks such as you to offer high quality and distinctive customer support. We sit up for having you as a valued buyer.
Featured Useful resource: About Us Pages Guide + Lookbook
Get impressed by these superior About Us web page examples and learn to make yours nice, too.
Ebooks are one of the vital widespread sorts of content material copywriters can create. Since they’re meant to include in depth info, it is best to take the drafting course of one part at a time.
Here is an instance of a normal e book template.
Cowl/Title Web page
[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource, also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]
Desk of Contents
[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]
[Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]
[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]
Conclusion Web page
[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained and any actionable steps they can use to put their new knowledge to good use.]
Non-compulsory pages could embrace:
In regards to the Creator Web page
[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfort, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]
[Interactive pages can help keep your readers engaged. These pages may include quizzes, worksheets, checklists, etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]
Sources Web page
[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]
Featured Useful resource: Ebook Templates
Allow us to maintain the design for you. We have created six free ebook design templates — out there for PowerPoint, Google Slides, and InDesign — for a complete of 18 templates.
6. Disaster Communications
For those who’ve been tasked with writing for a disaster, you may must be particularly attentive, since the sort of content material normally addresses severe or delicate issues.
Growing clear messaging for disaster communications requires a particular stage of element. You will wish to convey an empathetic tone that appropriately addresses the disaster. It is a good suggestion to collaborate with crew members to make sure the general message is correctly aligned along with your firm’s model.
It’s possible you’ll find yourself creating a number of items of content material for a disaster, together with weblog posts, social media posts, emails, an announcement from the CEO, a publication, and so forth. The next template is an outline of what to handle:
An Overview of the Disaster
[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals, use discretion. Check with your company’s legal team to ensure all documents follow proper protocol.]
Plan of Motion and Timeline
[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue(s) at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]
[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]
Featured Useful resource: Crisis Management and Communication Kit
The templates on this disaster communication equipment will assist your administration crew put together for find out how to deal with a disaster and reply to the media throughout a troublesome time. Having clear lanes permits your crew to function successfully throughout instances of disaster.
7. Buyer Communications
Customer support is a necessary a part of any enterprise. Writing to raised perceive and talk along with your prospects is critical to foster stronger connections. Creating buyer personas is among the greatest methods to raised perceive your prospects. Purchaser personas are semi-fictional representations of your perfect prospects based mostly on knowledge and analysis.
Use this template define to start growing your purchaser personas.
[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]
[Include age, gender, salary range, location, and anything else that best represents your customer persona.]
[Identifiers can include your persona’s general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]
Featured Useful resource: 17 Templates to Help You Put the Customer First
That can assist you foster higher relationships with delighted prospects, we put collectively this assortment of templates — purchaser persona templates, e mail templates, and survey templates — that put the client first.
8. Case Research
Potential prospects typically flip to case research when researching a services or products they’re occupied with shopping for. Case research present proof of how a services or products has helped prospects by figuring out a ache level and offering an answer. They’re nice sources for copywriters to point out off their interview abilities and boast robust statistics.
The important thing parts of a case examine are listed within the following template:
[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write two to four sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]
In regards to the Consumer
[Share a brief description of the company you’re featuring in the case study. This should include the company’s name, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]
[Write two to three short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented, and/or the goals you were trying to achieve.]
[Write two to three
short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]
[Write a two- to three-paragraph conclusion to prove that your product/service impacted the customer’s business and helped them achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]
[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]
Featured Useful resource: Case Study Template
Need assistance getting your first case examine off the bottom? Look no additional. We have put collectively a complete information, full with templates, designed to make the method a complete lot simpler.
9. Name to Motion
A name to motion (CTA) is a picture or line of textual content that is included in several types of content material to encourage leads and prospects to take motion. In brief, you need somebody to click on your CTA to hold out the specified motion.
Add CTAs to blogs, emails, ebooks, and anyplace else you need a result in full a sure motion to push them to the following stage of the buyer’s journey.
Featured Useful resource: CTA Templates
These sources will empower you to create a formidable CTA technique by serving to you perceive how they work throughout totally different mediums, whereas additionally offering you with the means to create them on your personal web site.
A memorandum, or memo, is used to handle inner communications inside a corporation. Take into consideration the kind of message you wish to talk. A memo is probably going a good suggestion when you’re sharing minutes from a gathering, detailing new insurance policies and procedures, or speaking something folks could must reference.
Memos are usually longer and extra formal than emails (though it’s possible you’ll connect a memo to an announcement ema
il) and could also be formatted in accordance with your organization’s fashion tips.
Use this normal memo template to get began.
Memo: [Memo Title]
Date: [Date of sending]
Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]
From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]
Topic: [Enter a brief, 5-to-10-word subject line to describe the purpose’s memo]
Present an government abstract of this memo in a single to 2 paragraphs, highlighting the change that’s occurring, when it’s efficient, and what the important thing takeaways are for the memo recipient.
Clarify the background for this organizational change in one-two paragraphs. Some inquiries to reply on this part is likely to be:
- Why was this concept pursued within the first place?
- What knowledge, analysis, or background info knowledgeable this resolution?
- What are the meant outcomes of this organizational change?
Overview and Timeline
Describe the organizational change in clear, direct language. Specify the next:
- What will likely be altering?
- Who will likely be accountable for driving the change?
- When will the adjustments go into impact?
Shut issues out with a closing be aware on:
- Why workers ought to really feel excited and motivated about this transformation.
- The place and when workers ought to submit questions, feedback, and/or considerations.
Featured Useful resource: 4 Free Memo Templates
We have drafted up 4 free memo templates for normal, organizational, monetary, and problem-solving updates. We have additionally included a greatest practices guidelines so that you can overview earlier than sending your memo out.
Including these templates to your advertising and marketing arsenal can assist you save time throughout your drafting course of. Copywriters are shifting gears from blogs to case research to emails on a regular basis.
Do you have to use copywriting templates?
While you’re a copywriter, it’s your job to search out probably the most compelling solution to current info. This info is likely to be seen in an e mail, on a webpage, or as an article headline. Usually, you would possibly discover that you simply’re sharing the similar info, however how do you share it with out sounding repetitive?
Copywriting templates and formulation are an efficient software for writing equally efficient copy. These templates allow you to create direct, interesting messages for readers. Whereas the purpose is similar, the best way you get there adjustments.
Not solely do copywriting templates provide the instruments to share info in a contemporary approach, however they can help you save time. With simple formulation to observe, you possibly can shortly edit every template to work on your goal. Nonetheless, it’s essential to customise them and make them your personal to keep away from sounding such as you’re following a system, regardless that you might be. Don’t fear — we received’t inform.
Finest Copywriting Templates
Think about a slide. You’re sitting on the prime, and when you push off, there’s no stopping. That is how copywriting is described — like a slippery slope. Assume each potential reader is sitting on the prime of the slide, and it’s your job to get them down. This seemingly begins with the primary line of copy meant to achieve their consideration or curiosity. Whereas step one is commonly the identical, there are a lot of methods to get them to the ultimate vacation spot in copywriting.
Beneath, you will discover 4 of the most effective copywriting templates for creating any piece of content material.
In copywriting, the BAB system is a well-liked software. The acronym stands for before-after-bridge. It’s a tool used to attraction to the desires and wishes of your viewers. Whereas this tactic is especially efficient in e mail advertising and marketing, it has its place in each avenue of copywriting.
To begin, you wish to give attention to the earlier than. This part is usually used to spotlight issues or ache factors on your viewers. Your purpose is to make them see themselves within the state of affairs. Instantly following this, you wish to spotlight the after. Use this part to craft what life will appear and feel like when you resolve their situation.
Lastly, introduce the bridge. You’ve proven your viewers an issue. You’ve demonstrated what it’ll appear like when it’s fastened. Now, how will you get there? The bridge ought to merge your earlier than and after. Sometimes, that is when an organization would introduce its services or products. Nonetheless, when you’re centered on creating a chunk of content material, you would possibly use this part to suggest an thought or recommendation.
One other fashionable system utilized by copywriters and entrepreneurs is AIDA. The acronym is for: Attention, Interest, Desire, Action.
First, you wish to get your a
udience’s consideration. It will sometimes be accomplished with a headline. Make a compelling assertion. “What By no means to Eat on an Airplane” and “Why You’ll By no means Be a Millionaire” are two examples.
When you get their consideration, you must preserve their curiosity. Goldfish are stated to have an consideration span of 9 seconds — fake you’re writing for a goldfish. On this part, you would possibly begin by describing an fascinating story. As you construct out the copy, be certain that this part is well digestible for the excessive proportion of readers who will scan the data as a substitute of studying it word-for-word.
Subsequent within the AIDA system is need. This part is all in regards to the particulars. Give attention to the ache factors of your reader. Are they lacking a services or products to make their lives simpler? Are they lacking the data they want? As you develop need in your reader, embrace any options for a services or products. Point out advantages or an answer when you create a weblog publish or article. It could even be useful so as to add any testimonials if out there. Your copy ought to emphasize how your reader’s life will positively change with this product or info.
Lastly, the AIDA system desires to drive your reader to behave. It calls so that you can finish your copy with a CTA. Frequent CTAs are “BUY NOW” or “SIGN UP HERE!” For a weblog publish, your CTA would possibly direct them to touch upon the publish or share it with their friends.
You’ve seemingly heard the quote, “When life palms you lemons, make lemonade.” Now, think about the lemons bringing a swarm of fruit flies as a result of you have got nowhere to retailer them. After, you be taught you can also make lemonade. That’s what the PAS copywriting system is.
PAS stands for Problem, Agitation, Solution. First, current the issue. Throughout this step, you wish to empat
hize along with your reader. Put your self of their place and current the problem as when you’re experiencing it your self. As soon as they understand it, make it worse.
Step two of the PAS system is to agitate the issue. Consider how your reader’s drawback may worsen, and inform them. Make it so that they wish to remedy the scenario now earlier than it will get worse.
The ultimate step on this system is to current the answer. Give them a approach out. That is if you introduce your merchandise, providers, or recommendation.
The 4Ps Components
On this method, you’ll should promise, image, show, and push. This technique calls you to seize your reader’s consideration by making them a promise. You may simply alienate your audience by making false claims, so guarantee your promise is correct. It’s a promise you’ll have to maintain.
When you give the promise, paint an image. You would possibly wish to throw one million adjectives round, however descriptions have totally different meanings to totally different people. “Distinctive craftsmanship” would possibly imply one factor to you and one other to me. As a substitute, use particular particulars that reveal the craftsmanship. Utilizing particulars and examples helps create a clearer picture on your viewers.
Now, it’s time to show your self. You made a promise and created a picture in your reader’s head. How do they comprehend it’s true? On this part of the 4Ps system, current your proof. When promoting a services or products, present buyer testimonials or before-and-after pictures. For different content material sorts, embrace knowledge and statistics to bolster your declare. When you’ve painted the image in your reader’s head, the proof will solidify it.
At this stage, you’re able to introduce your reader to your CTA. Inform them precisely what you need them to do. Obtain this PDF. Join a free trial. Upon getting made a promise, painted a image, and proved your declare, push your reader to behave.
“A” plus “B” equals copywriting.
Copywriting is greater than just a little advanced. For those who’re accountable for writing superb copy for several types of content material, you have got the unending job of discovering new methods to current the identical info. Fortunately, copywriting templates and formulation make the job just a little simpler. When you possibly can’t get your inventive juices flowing, use this text as a useful resource to get your course of going.
Editor’s be aware: This publish was initially printed in December 2020 and has been up to date for comprehensiveness.