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What makes a good copywriting formula?

So here’s a look at some of the most common copywriting formulas out there—and why you should consider them.

Copywriting formula #1: The 4Cs

According to the 4Cs formula, compelling copywriting has four characteristics: clear, concise, compelling, and credible. Let’s
break that down.

Clear: Your copy must be understood by everyone. As Bly puts it, you can make your writing clearer by using small
words, short sentences, headers, and bullet points, but true clarity starts with understanding your audience and your goals.

Concise: This is conveying information in the fewest possible words.

Compelling: Copy must also be interesting enough for your audience to actually read. The key? Focusing on the reader and
their needs, problems, and desires.

Credible: Finally, your copy should be credible. Publish whitepapers, thought leadership articles, and customer testimonials.
These content types can still communicate key brand messages while also surmounting reader skepticism.