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Today's tipBrowse formulas
Tip of the day

“Write to one person, not to a crowd. Picture your ideal reader and write as if the email is only for them.”

Tip #312 · Audience & Voice
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Daily tips
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Terms defined
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Formulas

Daily copywriting tip

Today's lesson

Friday, June 26, 2026  ·  Tip #01

“The best copy doesn't feel like copy. It feels like a friend who happens to know exactly what you need.”

Voice & Tone
Browse all previous tips →

A–Z reference

Copywriting glossary

Full glossary →
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AIDA
A classic copywriting framework: Attention, Interest, Desire, Action. Each stage moves the reader one step closer to taking action.
Above the fold
The portion of a webpage visible without scrolling. Borrowed from print newspapers — it's prime real estate for your headline, subhead, and primary CTA.
Advertorial
Paid content written in the style of editorial journalism. Designed to inform and persuade while blending with organic content on the page.
Anchor text
The clickable, visible text of a hyperlink. Good anchor text is descriptive and sets expectations — 'See pricing' beats 'click here.'
A/B testing
Running two versions of copy simultaneously to see which performs better. A staple of email subject lines, landing page headlines, and ad creatives.
BAB
A persuasion framework that shows the reader's painful before state, paints a desirable after state, then bridges the gap with your offer.

Frameworks that work

Copywriting formulas

All formulas →
AIDA
Attention · Interest · Desire · Action
The original copywriting framework. Used in ads, emails, and landing pages for over 100 years.
PAS
Problem · Agitate · Solution
The most powerful short-copy formula. Empathise first, then offer relief.
BAB
Before · After · Bridge
Paint the dream, not just the solution. Show readers where they're going before you show them how to get there.
FAB
Features · Advantages · Benefits
The antidote to feature-heavy copy. Forces every product claim to answer the reader's silent question: "So what?"

Copy fixes

Weak copy → strong copy

All fixes →
✕ Before

"We offer high-quality marketing solutions for businesses of all sizes looking to grow their online presence."

✓ After

"Get more leads in 30 days — or we work for free until you do."

✕ Before

"Tips for writing better emails"

✓ After

"The 4-word subject line that gets a 71% open rate every time"

✕ Before

"Our comprehensive business coaching programme helps entrepreneurs achieve their goals."

✓ After

"Go from side hustle to £10k/month — in 90 days with a proven system."

✕ Before

"TaskFlow: The ultimate project management solution for modern teams"

✓ After

"Stop chasing updates in Slack. Ship projects on time, every time."

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