Copywriting templates for online marketing part 2

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Copywriting templates for online marketing part 2

Copywriting is the master key to making sales online but even if you learn all the right information, it can be a challenge to put it into practice. Whether you need to create high conversion landing pages, reach out to influencers to get more publicity, or send email marketing that converts - you’ll find our easy-to-follow templates break it all down for you. You’ll see what you need to do - and why - and can tweak our practical samples so they suit your own needs exactly and how to put all the information you’ve learned on copywriting into practice.

Sales letter template: Sales letter copy should always be focused on getting to the sale - but to do that you need to move through several important stages of the customer journey.  You need to ATTRACT by grabbing attention, hook them in so they are INTERESTED, and persuade so that your customers DESIRE what you have to offer.  Finally, you need to get them to take ACTION and make a purchase. You might be wondering how you can do all this in one letter, but it’s easy if you follow a simple formula that will ensure all your sales letter copy is designed to do what it should - sell. This formula is commonly known as AIDA - or Attract, Interest, Desire, Action, and in the following template, we’ll look at how each of those stages works in sales copy.


Step 1: ATTRACT: Press on a pain point you know they have with a tempting headline

Automate your manual invoicing - save time and staff labour…

Hi, my name’s [INSERT YOUR NAME], from [INSERT BRAND NAME] and I’m contacting you as I wanted to tell you about our latest software launch, C-Smart.

Step 2: ASK A QUESTION TO ADD TEXTURE AND PROVOKE THEM TO ENAGE WITH YOUR COPY: Are you sick of manually updating your invoicing software?, If so, we totally get it. 

Step 3: PRESS ON THEIR BIGGEST PAIN POINTS: It’s a tiresome job, that’s labour intensive, expending precious staff resources, which could be diverted elsewhere.

Step 4: INTEREST - GIVE SOME MORE DETAILS AND PRESS ON THE BIGGEST PAIN POINTS YOUR PRODUCT SOLVES FOR THEM - BUT DON’T REVEAL THE COMPLETE SOLUTION… JUST YET: Imagine if there was a way to automatically migrate your manual invoicing, so you could do it all from the cloud? You’d be able to direct valuable staff time to focus on the things that really matter - like liaising with customers, running your business and driving the bottom line.

Step 5:  DESIRE - Now you’ve hooked them, let them know you have the solution by highlighting the main benefits I.E: The good news is C-Smart helps you do that - and then some.  All you need to do is scan in your manual receipts and our innovative software does all the hard work for you, converting them to files that are uploaded to your personal C-Smart cloud account. 

Step 6: ACTION - MAKE IT PUNCHY, MAKE IT EASY FOR THEM TO PURCHASE, AND INTRODUCE URGENCY AS AN INCENTIVE TO BUY NOW I.E: C-smart is available by purchasing a subscription package, and the great news is, you only pay for volume of receipts processed.  There’s no risk - and you can cancel anytime.  Our popular platinum package, which lets you process up to 1000 receipts, is available at a locked in price of £799.99 a year. The sign-up process is simple - and takes just three minutes to complete. Once you’re on board, just scan your receipts, and we’ll handle the rest, so you can focus on your business knowing you’re saving time, and money. If you’d like to take advantage of our deep discount offer - hurry over to [INSERT YOUR LINK].  You’ll benefit from 50% off the normal package cost - forever - if you sign up before [INSERT DATE].

Let me know if you have any questions, as I’m always happy to help,




Blogging: Blog copy needs to be high quality and that’s where using a template can really come in handy.  By working to an outline, you can ensure all your blogs appear in sync - and consistent. If you’re just starting out in the world of blogging, there are three main formats that work well.

The Detailed Listicle: The detailed listicle is a numbered list with lots of extra detail. These types of posts are hugely popular, with several studies showing they continuously perform strongly. A typical example of a numbered list would be an article like 20 top tips to tone up your Abs in 1 month, or 10 ways to get 10 leads in 10 days.

Here’s the format:

Step 1:  TITLE : Your title should mention 3 things…

  1. the number of tips that will be on your list,
  2. the benefit people will get if they read it, and ideally,
  3. the timespan in which they can achieve this benefit

i.e.: “5 ways to optimise your Facebook Ad Budget in under 1 month”  

Step 2: INTRODUCE THE PROBLEM AND LET PEOPLE KNOW THAT IF THEY KEEP READING, YOU’LL GIVE THEM THE SOLUTION , I.e.: “Facebook Ads can be costly, and I know how frustrating it is when you keep spending money only to get no results. Once you know how to tweak your Ad campaigns, you’ll get much more out of your campaign budget.  You’ll be able to precision tailor your ads, so they only get shown to the EXACT people who want what you’re offering. I’ve used the tips I’ll share with you in this article to slash my Ad budget by up to 49% and what’s even better is - I’ve seen many more click-throughs and conversions from Facebook as a result.”


 “Tip 1:  Use Lookalike audiences to clone perfect ad audiences - Here you would go into detail about how your readers can do this, ideally in an easy-to digest step by step format like this

  • Step 1- Open the Facebook Business Manager and locate the Lookalike audiences tab
  • Step 2 - Etc…
  • Step 3 - Etc…

And so on…

Step 4: MAKE A BRIEF CONCLUSION AND INCLUDE A CALL TO TAKE AN ACTION: I.E: “If you follow the tips outlined in this guide, you should soon start seeing better results from your Facebook Ads.  Don’t forget to let me know how you got on in the comments below - and tell me which one of my tips you felt worked for you the best. Maybe you have a tip that I didn’t include?  I’m always interested in hearing your thoughts, so don’t be shy, leave a comment, and let me know what you think.”

The Product Comparison: The Product Comparison usually looks at two products and compares their features.  It’s popular because it helps people save time and weigh up what product is more suited to their needs.  If you have an e-commerce business or run an affiliate website, you can also use this format to promote your own items.

Here’s the format:

Step 1: TITLE - MENTION THE 2 PRODUCTS YOU WILL BE COMPARING AND WHAT THEY DO, I.E:  “1on1 Vs. Go Daddy: Which is better to build a business website on?”

Step 2:  INTRO - A BRIEF OVERVIEW THAT MENTIONS THE MAIN FEATURES YOU’LL BE COMPARING AND WHY PEOPLE SHOULD STAY AND READ TO THE END., I.E: “If you’re looking to build a reliable business website for the first time, you might be wondering which platform is the best to choose.  1on1 and Go Daddy are massive, and both have their benefits, but there ARE some key differences between them.

In this post I’ll be looking at:

  • Cost/value
  • Email
  • Templates
  • Ease of use
  • Advanced features & Plugin options
  • Customisation
  • Customer support
  • and more…

Step 3: PRODUCT OVERVIEW & FEATURE COMPARISON , Give an overview of each product then do a feature-by-feature compare. I.E:


1on1 : 1on1 offer a range of package options for business website builders, from basic to pro level - at a reasonable cost…. etc... etc...

Go Daddy: Overview like you did for the other product….



Ease of Use : 1on1, Compare the features here , Go Daddy, Compare the features here

Customer Support: 1 on1, Compare the features here, Go Daddy, Compare the features here Etc…

Step 4:  CONCLUSION, WITH YOUR RECOMMENDATION & A SMALL CALL TO ACTION, I.E: “1on1’s fast click and drag interface makes it easy to get going and their range of choice available was limited but more than enough to get started.  Go Daddy offered a wider selection of customisation options but was trickier to get the hang of, so if you’re not technical like me, you might want to give this platform a swerve. For ease of use, it has to be 1on1 and that’s the one I’d certainly pick.  There’s not much difference when it comes to price but 1on1 offers a bigger choice of packages, allowing you to add on options that you might need, like additional email mailboxes. Ultimately, I felt 1on1 was the superior option, particularly if you’re just starting out. If you already have some website building experience though, and want access to more options, then you might want to give Go Daddy a try.

INCLUDE A VERY BRIEF CALL TO ACTION: Let me know if this article helped you make your choice, and how you got on in the comments below;)  Don’t forget to subscribe for more useful product comparisons, tips, advice and strategies on Digital Marketing.”

The How-to Comprehensive Guide: The How-to Comprehensive Guide is an essential guide that covers all the important aspects of a topic.  These types of posts gather a LOT of backlinks and social shares as people find them extremely helpful.  They don’t have to be step by step guides - this is more about creating an in-depth guide to a topic. They should however give solid practical advice people can use.

Step 1:  Create a Title using your primary keyword and a term to indicate this is a comprehensive, complete guide. I.E: “The Ultimate Guide to Copywriting for e-commerce”

Step 2: Create an engaging Introduction.  Make sure your intro lets people know why they need to read this article and tell them how it will help them master the topic you’re writing about. I.e. “Inside this guide, you’ll learn the latest strategies for writing e-commerce copy that sells.  Stop wasting time following out of date advice, as it won’t get you the results you want - more sales.  Read this guide, you’ll learn everything you need to know about the art of creating quality content for e-commerce, and you’ll know how to tell your customers you have what they want, so you can build trust and get them to make that purchase. Copywriting is key to making online sales but too many people get it wrong. This ultimate guide will help you understand the essential elements of successful e-commerce copy and will give you practical tips you can immediately start putting into action.”

Step 3: Create an About the Author section.  Here you need to let people know why you are qualified to write on this topic, who you are, and who you wrote this guide for.  I.e.: “A little about the Author Hi, I’m Matt Vain and I’ve spent over a decade writing professional copy for online business big and small.  I’ve helped struggling e-commerce stores take their sales from 0-6 figures with my persuasive techniques, tips, and strategies.

Today, I share my knowledge with over 100,000 students. In this post I’ll teach you some of my top strategies for crafting content that converts in 2021.

Do you want to sell more and get more leads for your e-commerce business?  If so, read on and I’ll show you how to do just that.”

Step 4: Create your Chapters.  Each chapter needs to include a brief intro, as well as about 5 tips or strategies, before finishing on a pathway that leads smoothly to the next chapter.  I.e.: “Chapter 1: Creating Headlines that grab attention Your headline will be the first thing people will see, whether your creating content for an Ad, a sales letter, or your website.  E-commerce headers need to be brief but relevant, and your customers must feel they are deeply relevant to their needs, hopes, and desires.


Tip 1

Tip 2

Tip 3


Now you know how to craft headlines that get people to stop and click through, let’s move on to the next step - how to interest your potential customers in your product.

CHAPTER 2: How to create interest with your content


Step 5: Create a compelling Conclusion.  This should include a short summary of what people have just read, as well as a brief call to action.  


“Now it’s time to put all my advice into action….

You’ve just learned some of the most potent strategies I have for creating powerful e-commerce copy that converts.  You know how to craft headers that get attention, how to build trust, and how to close the deal with a strong call to action. Now it’s time to put what you’ve learnt into practice, pulling it all together.

Don’t forget to let me know how you get on -and leave a comment below to share your experiences.  I read and reply to every single one and LOVE to hear from my visitors.

Oh, and if you’re not already, make sure you’re subscribed to this blog, so you get weekly updates on my latest copywriting articles😉


Guest blog outreach template: As well as creating blog articles, you can also guest blog to gain extra publicity from someone else’s relevant audience.  If you want to guest blog, here’s a useful outreach template you can use to secure blog spots on popular blogs in your niche.



Hi, I’m [YOUR NAME] from [YOUR BLOG OR WEBSITE], I’m making contact as I’m a big fan of your work and wondered if you’d like to host some guest content?  I have an idea for a piece I think your readers may enjoy, on [YOUR IDEA IN THREE OR LESS SENTENCES ie: [“Why 1 quality backlink will do more for Google Rankings than 100 lesser links.  In the piece I’ll talk about 10 ways to get the backlinks from high authority sites that really matter.”]

NOW GIVE A REASON WHY THEY SHOULD PUBLISH YOUR PIECE, I.E. “I’m sure you’re aware that backlinks are a hot topic right now and are a top 10 searched for topic in the marketing niche, according to Google.  I know your audience is interested in workable ways to market more successfully and my article will give them 10 fast and practical strategies to getting the backlinks that make the most difference.”

NOW LET THEM KNOW ANY ADDED VALUE YOU CAN GIVE I.E: “I’d also be happy to reciprocate by hosting your content on my blog, if you were interested in sharing with my audience? Feel free to send me over a link you’d like to share, and I’ll post it on my website.”

LET THEM KNOW A LITTLE ABOUT YOU AND ANYWHERE ELSE YOU’VE PUBLISHED I.E: “I’m a professional marketer with 10 years of experience and run at successful blog on [INSERT TOPIC. Previously I’ve had work published on [INSERT NAME OF SITE] and [INSERT NAME OF SITE] and currently I’m working on a book about how to market your start up on a budget.”

PROMISE A TIMESCALE: I could complete this with 3 days’ notice if you wanted to publish the piece. Just let me know when you need it through, and I’ll get copy to you within deadline. 

Thanks for considering my idea, and I hope you continue to publish on [INSERT NAME OF THEIR BLOG] as I really love reading your content.

Kind Regards,



LinkedIn Ads & Outreach: LinkedIn Ads work best when they’re thought provoking and a bit quirky, so don’t be scared to think out of the box when it comes to creating ad copy.  The platform is popular with many affluent, educated professionals, so including stats and facts in your ads can really help too. Keep it brief and ALWAYS include a high quality, relevant image that will hold appeal with your target audience.  Questions work well too, as they encourage engagement and provoke a response.

Sample LinkedIn Ad Template

Step 1: LEAD IN WITH A QUESTION OR AN INTERESTING FACT: What’s the best marketing tip you’ve ever received?

Step 2: SHORT PITCH INCLUDING A LINK, SOCIAL PROOF/ DATA PLUS AN OFFER THEY CAN’T RESIST: Our innovative monthly strategy guides simplify the waffle - so you get workable solutions you can use right away.  95% of our paid subscribers say our tips have measurably improved their promo efforts. Check out a free sample guide here [INSERT LINK].

Step 3: ASK FOR ACTION, Let us know your best tips plus get a chance to win your first month’s subscription FREE - when you share this post your followers.



LinkedIn Outreach: LinkedIn Outreach needs to be brief, professional, and persuasive, as people receive 100’s of messages every week on the platform.  When it comes to LinkedIn an enquiring helpful message will get better results than a pushy, in your face one, every time. It also helps if you can humanize your copy, rather than appear cold and too formal, a mistake people often make when writing for LinkedIn.

Sample outreach template for LinkedIn: Here’s an example of an outreach message that should get you good results on LinkedIn. You can customise the parts inside the brackets to make it more relevant to your own needs.



I know you must be busy, but I saw that your online [modelling] agency is a new start up, so thought I’d introduce my [website design and marketing services] in case you need the help of an experienced [website designer].

Step 2: INTRODUCE YOUR OFFER - MAKE IT PERSUASIVE AND IRRESISTIBLE, As you’re a start-up, I’m happy to offer you [a discounted rate of [50%] off all my services] for [the 1st 6 months] if you did want some [design work].  I’ve worked with [big client] and [big client] and you can view some samples here [INSERT LINK].

Step 3: LET THEM KNOW WHY THEY NEED YOU/ YOUR PRODUCT - OUTLINE THE BENEFITS TO THEM AND MENTION SOCIAL PROOF IF YOU HAVE IT, I’ve [designed layouts] for many [modelling] agencies and can [create promo for posters/ flyers] as well.  My [web design services] always include:

  • [Full mobile optimisation]
  • [Unlimited revisions until you are 100% satisfied]
  • [Complimentary tweaks forever if you want to request any changes]
  • [Your choice of colours/ fonts]

Step 4:  INCLUDE ANOTHER POINT OF CONTACT AND SIGN OFF IN A FRIENDLY MANNER, Feel free to get in touch if you have any questions, or shoot me an email at [INSERT LINK]

Happy to help with anything you need,