Copywriting

# Copy Frameworks Reference

Headline formulas, page section types, and structural templates.

## Headline Formulas

### Outcome-Focused

**{Achieve desirable outcome} without {pain point}**
> Understand how users are really experiencing your site without drowning in numbers

**{Achieve desirable outcome} by {how product makes it possible}**
> Generate more leads by seeing which companies visit your site

**Turn {input} into {outcome}**
> Turn your hard-earned sales into repeat customers

**[Achieve outcome] in [timeframe]**
> Get your tax refund in 10 days

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### Problem-Focused

**Never {unpleasant event} again**
> Never miss a sales opportunity again

**{Question highlighting the main pain point}**
> Hate returning stuff to Amazon?

**Stop [pain]. Start [pleasure].**
> Stop chasing invoices. Start getting paid on time.

---

### Audience-Focused

**{Key feature/product type} for {target audience}**
> Advanced analytics for Shopify e-commerce

**{Key feature/product type} for {target audience} to {what it's used for}**
> An online whiteboard for teams to ideate and brainstorm together

**You don't have to {skills or resources} to {achieve desirable outcome}**
> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic

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### Differentiation-Focused

**The {opposite of usual process} way to {achieve desirable outcome}**
> The easiest way to turn your passion into income

**The [category] that [key differentiator]**
> The CRM that updates itself

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### Proof-Focused

**[Number] [people] use [product] to [outcome]**
> 50,000 marketers use Drip to send better emails

**{Key benefit of your product}**
> Sound clear in online meetings

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### Additional Formulas

**The simple way to {outcome}**
> The simple way to track your time

**Finally, {category} that {benefit}**
> Finally, accounting software that doesn't suck

**{Outcome} without {common pain}**
> Build your website without writing code

**Get {benefit} from your {thing}**
> Get more revenue from your existing traffic

**{Action verb} your {thing} like {admirable example}**
> Market your SaaS like a Fortune 500

**What if you could {desirable outcome}?**
> What if you could close deals 30% faster?

**Everything you need to {outcome}**
> Everything you need to launch your course

**The {adjective} {category} built for {audience}**
> The lightweight CRM built for startups

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## Landing Page Section Types

### Core Sections

**Hero (Above the Fold)**
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar

**Social Proof Bar**
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet

**Problem/Pain Section**
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it

**Solution/Benefits Section**
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available

**How It Works**
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome

**Final CTA Section**
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)

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### Supporting Sections

**Testimonials**
- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds

**Case Studies**
- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links

**Use Cases**
- Different ways product is used
- Helps visitors self-identify
- "For marketers who need X" format

**Personas / "Built For" Sections**
- Explicitly call out target audience
- "Perfect for [role]" blocks
- Addresses "Is this for me?" question

**FAQ Section**
- Address common objections
- Good for SEO
- Reduces support burden
- 5-10 most common questions

**Comp