This Nifty Trick Used By Master Copywriters Will Make You a Better Writer
Try it and see for yourself!
I love copywriting.
The psychology of it.
The creativity involved.
It speaks to the left and right sides of my brain in a way that tickles the deepest depths of my soul.
Studying the craft has helped me become a better writer in more ways than I can count.
But there is one copywriting formula that trumps all others.
It’s not AIDA or PAS or QUEST or any of the other more common formulas that you hear about all the time.
It’s probably one you’ve heard mentioned in passing but never really paid attention to on a deep level.
The CPB Formula
One of the more versatile copywriting formulas that can be transferred to writing content on Medium is the CPB formula.
CPB stands for:
- CLAIM
- PROOF
- BENEFIT
You make a CLAIM.
“This technique will train your puppy to NEVER pee inside again.”
You add PROOF.
“It’s so effective, it only took 15 minutes to teach my sweet little Aussie how to do it.”
Finally, you follow up with the BENEFIT.
“It’s nice knowing I’ll never step in a puddle of putrid puppy piss ever again!”
When writing a sales letter or sales email, you should use as many of these “CPB STACKS” as you can.
However, the CPB formula also works extremely well for creating content that pulls people into your online ecosystem.
How Effective is it for Content Marketing?
Recently, I wrote an entire article using this formula and it worked extremely well. The bold claim was front and centre in my headline.
Traditional Blogging is Dead 💀
The rest of the article contained my argument – with proof – to support my claim. I mercilessly hammered home the benefits of writing on Medium instead of tinkering with WordPress.
The result:
Plus, I made an additional $1008 of sales via the course and community I promoted inside. You can judge for yourself if it works.
How to Use Proof The Right Way
The goal of anything you write online should be to get your reader to take action.
- Leave a comment
- Follow your page
- Subscribe to your newsletter
- Make a purchase
Master copywriter Gary Bencivenga views proof as the ultimate persuasion tool and reveals 13 ways to include it in your content:
- Dramatic Demonstration
- Reasons Why
- Academic Studies
- Statistics & Data
- Charts & Graphs
- Explain The Mechanism
- Expert Statements
- Logical Argument
- Examples
- News Items
- Specificity
- Testimonials
- Social Proof
Gary also says this:
“Never make your claim bigger than your proof. And always join your claim and your proof at the hip in your headlines, so that you never trumpet one without the other. There is no more powerful nor consistent way to explode your response. Surround your claims with stronger, bolder proof and watch your response soar.”
Besides giving you a clear paint-by-numbers-template for writing articles…
…which will save you a truckload of time…
This formula will also help you THINK differently about how you present your content.
When you support your position on anything with proof, you change your reader’s fundamental belief system about the topic you’re discussing.
It’s how you win followers, fans, and customers.
Ultimately, it’s how you build an escape hatch from the 9 to 5 grind with your writing… and it doesn’t get better than that!
Enjoy this article?
Read it again and see if you notice anything 😉
If you like this type of content, you’ll love my newsletter and private community.