How to Write Copy That Sells

A friendly, repeatable formula for beginners

If you're asking "how to write copy that sells", you’re in the right place. This short, step-by-step guide walks you through a simple, repeatable formula anyone can use. No fluff—just practical tips, quick templates, before/after examples, a downloadable checklist, and 5 swipe lines you can copy and paste.

Use this formula for landing pages, emails, product descriptions, or ads:

1. Headline: stop scrollers and get attention.
2. Benefits: show what's in it for them, not just features.
3. Social proof: make your claim believable.
4. Call-to-action: tell them exactly what to do next.

Headlines: craft attention-grabbing openers

Your headline decides whether someone reads the rest. Make it clear, specific, and benefit-driven. Aim to promise a result or solve a problem in a single line.

Quick headline templates

• "How to [desirable result] WITHOUT [big objection]"
• "[Number] Ways to [benefit] in [timeframe]"
• "Get [result] — Even If You [common pain point]"
• "The [adjective] Way to [benefit]"

Before / After examples

Before: "Our app has many features."

After: "Organize your week in 10 minutes — so you stop missing deadlines."

Before: "Buy our running shoes."

After: "Run farther with 30% less knee pain — try light, cushioned design."

Practical tip: Test 2–3 headlines with friends or a quick poll—choose the clearest, most specific one.

Value-driven benefits: turn features into reasons to buy

People don't buy features; they buy improved lives. Translate every feature into a clear benefit that answers, "What's in it for me?" Use simple language and lead with outcomes.

Quick benefit templates

• "Feature → Benefit" format: "Feature: 24/7 customer chat → Benefit: get answers instantly, day or night."
• "So you can" format: "Includes automated backups so you can relax knowing your files are safe."
• "Avoid / Gain" format: "Avoid late fees" or "Gain peace of mind."

Before / After examples

Before: "Our blender has a 1200W motor."

After: "Powerful 1200W motor blends smoothies in 30 seconds—no chunks, no fuss."

Before: "Includes daily guided meditations."

After: "Daily 10-minute meditations to help you fall asleep faster and wake up refreshed."

Quick exercise: Pick one product feature. Write one sentence that begins with "So you can..." and finishes with the benefit.

Social proof: make your claims believable

Social proof reduces risk. Use testimonials, numbers, media mentions, ratings, and case studies to show that others trust and benefit from your product.

Types of social proof and where to put them

• Testimonials: place near the benefit or CTA to reinforce trust.
• Metrics: "Over 10,000 customers" works great near the headline or intro.
• Case studies / before-after: deeper proof on product pages or emails.
• Logos & badges: show where appropriate — trust seals near forms or checkout.

Quick testimonial templates

• "[Name], [job/title]: '[Short benefit-focused line]'"
• "I saved [X time/money] with [product] — [result]."

Before / After examples

Before: No social proof on a landing page.

After: "Join 12,345 students — 4.9/5 rating. 'I doubled my leads in 30 days.' — Sara, Marketing Director."

Placement tip: Add one short testimonial next to your main CTA and a case study link below the fold for skeptical readers.

Calls-to-Action: write CTAs that convert

A CTA should be clear, specific, and benefit-oriented. Tell the reader exactly what they'll get and what to do next. Use urgency sparingly and honestly.

CTA templates

• "Get [result] — [action]" (e.g., "Get your free plan — Sign up")
• "Start [benefit] today" (e.g., "Start saving 20% today")
• "Try [product] for [time] — no credit card" (low friction)

Before / After examples

Before: "Submit"

After: "Get my free checklist"

Before: "Click here"

After: "Download the 5-step plan"

Mini checklist for CTAs:

• Is the button label specific? (Yes / No)
• Does it repeat the main benefit? (Yes / No)
• Is the next step obvious? (Yes / No)

View checklist & swipe lines

Use this checklist to quickly edit or write copy that converts.

Checklist (quick)

• Headline: promises a clear outcome (yes/no)
• First sentence: reinforces the headline with a benefit
• Benefits: features translated into outcomes (list at least 3)
• Social proof: at least one testimonial or metric visible
• CTA: specific, low-friction, and visible
• Readability: short paragraphs, bullets where useful
• One primary action per page or section

5 Plug-and-play swipe lines

Copy these lines into your headlines, emails, or buttons and tweak the bracketed parts.

1. "Get [result] in [timeframe] — Start for free."

2. "Stop [pain point]—Discover the simple method professionals use."

3. "Join [number] users who [benefit]."

4. "Try [product] risk-free for [days] — no card required."

5. "See how [customer] saved [X%] using [product]."

On-page SEO & internal link suggestions

Use these elements for quick on-page optimization when you publish this post.

• Meta description: How to write copy that sells: a simple, repeatable formula—headlines, benefits, social proof, CTAs. Includes templates, examples, a checklist and 5 swipe lines.
• Recommended H1: How to Write Copy That Sells
• Recommended H2s:
  • Headlines: craft attention-grabbing openers
  • Value-driven benefits: turn features into reasons to buy
  • Social proof: make your claims believable
  • Calls-to-action: write CTAs that convert
• Internal link suggestions:
  • Headline formulas that work
  • Turning features into benefits
  • Customer success stories
  • Sign up page (CTA test)