# Copy Frameworks Reference Headline formulas, page section types, and structural templates. ## Contents - Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas) - Landing Page Section Types (core sections, supporting sections) - Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page) - Section Writing Tips (problem section, benefits section, how it works section, testimonial selection) - Clarity & Message-Market Fit (the "Now you can" test, Human Action Model, the Perception Gap, the SavvyCal case, clarity metrics) ## Headline Formulas These are starting points. Fill every slot with specifics, and check the result against [ai-tells.md](ai-tells.md): a "without" or "Never X again" headline is fine once, but don't follow it with a negation list. ### 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 --- ### 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 --- ### 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 --- ### 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 --- ### 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? **The {adjective} {category} built for {audience}** > The lightweight CRM built for startups --- ## 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) --- ### 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 **Comparison Section** - vs. competitors (name them or don't) - vs. status quo (spreadsheets, manual processes) - Tables or side-by-side format **Integrations / Partners** - Logos of tools you connect with - "Works with your stack" messaging - Builds credibility **Founder Story / Manifesto** - Why you built this - What you believe - Emotional connection - Differentiates from faceless competitors **Demo / Product Tour** - Interactive demos - Video walkthroughs - GIF previews - Shows product in action **Pricing Preview** - Teaser even on non-pricing pages - Starting price or "from $X/mo" - Moves decision-makers forward **Guarantee / Risk Reversal** - Money-back guarantee - Free trial terms - "Cancel anytime" - Reduces friction **Stats Section** - Key metrics that build credibility - "10,000+ customers" - "4.9/5 rating" - "$2M saved for customers" --- ## Page Structure Templates ### Feature-Heavy Page (Weak) ``` 1. Hero 2. Feature 1 3. Feature 2 4. Feature 3 5. Feature 4 6. CTA ``` This is a list, not a persuasive narrative. --- ### Varied, Engaging Page (Strong) ``` 1. Hero with clear value prop 2. Social proof bar (logos or stats) 3. Problem/pain section 4. How it works (3 steps) 5. Key benefits (2-3, not 10) 6. Testimonial 7. Use cases or personas 8. Comparison to alternatives 9. Case study snippet 10. FAQ 11. Final CTA with guarantee ``` This tells a story and addresses objections. --- ### Compact Landing Page ``` 1. Hero (headline, subhead, CTA, image) 2. Social proof bar 3. 3 key benefits with icons 4. Testimonial 5. How it works (3 steps) 6. Final CTA with guarantee ``` Good for ad landing pages where brevity matters. --- ### Enterprise/B2B Landing Page ``` 1. Hero (outcome-focused headline) 2. Logo bar (recognizable companies) 3. Problem section (business pain) 4. Solution overview 5. Use cases by role/department 6. Security/compliance section 7. Integration logos 8. Case study with metrics 9. ROI/value section 10. Contact/demo CTA ``` Addresses enterprise buyer concerns. --- ### Product Launch Page ``` 1. Hero with launch announcement 2. Video demo or walkthrough 3. Feature highlights (3-5) 4. Before/after comparison 5. Early testimonials 6. Launch pricing or early access offer 7. CTA with urgency ``` Good for ProductHunt, launches, or announcements. --- ## Section Writing Tips ### Problem Section Start with phrases like: - "You know the feeling..." - "If you're like most [role]..." - "Every day, [audience] struggles with..." - "We've all been there..." Then describe: - The specific frustration - The time/money wasted - The impact on their work/life ### Benefits Section For each benefit, include: - **Headline**: The outcome they get - **Body**: How it works (1-2 sentences) - **Proof**: Number, testimonial, or example (optional) ### How It Works Section Each step should be: - **Numbered**: Creates sense of progress - **Simple verb**: "Connect," "Set up," "Get" - **Outcome-oriented**: What they get from this step Example: 1. Connect your tools (takes 2 minutes) 2. Set your preferences 3. Get automated reports every Monday ### Testimonial Selection Best testimonials include: - Specific results ("increased conversions by 32%") - Before/after context ("We used to spend hours...") - Role + company for credibility - Something quotable and specific Avoid testimonials that just say: - "Great product!" - "Love it!" - "Easy to use!" --- ## Clarity & Message-Market Fit Headline formulas give you the shape of a line. These tools tell you whether the line is actually *working*: whether it's clear, whether it maps to how the reader already thinks, and whether it lands with the right person. Positioning is the prologue to your novel: it sets up everything that follows. Get it clear and the rest of the page writes itself. ### The "Now you can" Test A fast gut-check for any headline or benefit line. Mentally prefix it with **"Now you can…"**. If the result is both **compelling** and **true**, the line is doing its job. If it reads as vague, obvious, or a stretch, rewrite it. The test works because "Now you can…" forces the copy into the reader's world. It has to name a concrete new ability they didn't have before. Feature-speak and buzzwords collapse under it. | Original line | "Now you can…" version | Verdict | |---------------|------------------------|---------| | "Powerful analytics platform" | Now you can… have a powerful analytics platform | Fails. not a new ability, just a description | | "See which companies visit your site" | Now you can… see which companies visit your site | Works. compelling + true | | "Streamline your workflow" | Now you can… streamline your workflow | Fails. vague, unfalsifiable | | "Send unlimited docs, images, and audio in one place" | Now you can… send unlimited docs, images, and audio in one place | Works. concrete + true | Use it as a filter, not a formula: draft with the headline formulas above, then run each candidate through "Now you can…" and keep the survivors. ### The Human Action Model (landing-page narrative spine) Ludwig von Mises' Human Action Model explains *why* anyone acts: a person acts only when three things line up. Every above-the-fold that converts follows the same three-beat spine: 1. **Current discomfort**: the felt problem, named in the reader's own words. They have to recognize their situation ("that's exactly me"). 2. **Better vision**: a clearly imagined, more satisfying state. What life looks like once the discomfort is gone. 3. **Path to action**: the belief that *this specific step* closes the gap between the two. The product is the bridge, and the CTA is how they cross it. Miss any beat and the reader stalls. No discomfort = no reason to move. No vision = no destination. No path = no reason to believe *you're* the way there. **Mapping it onto the hero:** | Beat | Where it usually lives | Example | |------|------------------------|---------| | Current discomfort | Eyebrow, subhead, or problem-framed headline | "You shouldn't have to feel awkward sending out your scheduling link" | | Better vision | Headline or subhead | "Scheduling that feels considerate, not one-sided" | | Path to action | CTA + supporting proof | "Start scheduling free" | This is the transformation spine underneath the "6 essential sections" of a landing page (hero, social proof, problem, solution, how-it-works, and final CTA). The hero states the transformation; the rest of the page substantiates each beat. ### The Perception Gap The same benefit can read as a **selling point to one segment and a red flag to another**. The gap is between what *you* think you're saying and what a given reader hears through their own risk tolerance. The fix is **matching the value prop to the reader's risk tolerance**. Segment first, then swap the framing. | Benefit as written | Startup / early-adopter hears | Enterprise / risk-averse hears | |--------------------|-------------------------------|--------------------------------| | "Move fast. Ship in a weekend." | Speed, momentum (✅) | Immature, unstable (🚩) | | "Brand-new approach" | Innovative edge (✅) | Unproven, risky (🚩) | | "Enterprise-grade security & SLAs" | Bloated, slow, expensive (🚩) | Safe, trustworthy (✅) | | "Trusted by the Fortune 500" | Not built for me (🚩) | Proven, de-risked (✅) | **Value-prop swap in practice** (same product, two audiences): - *Startup landing page:* "Ship your first integration this afternoon. Pay by card and skip the sales call." - *Enterprise landing page:* "SOC 2 Type II, 99.99% uptime SLA, and a named implementation lead. Roll out with confidence." When a page has to serve both, don't average them into mush. Segment the traffic (separate pages, or a persona split) and let each read its own version of the truth. ### Worked Example: SavvyCal (message-market fit) SavvyCal (a scheduling tool) originally led with feature-forward copy. They rewrote the hero around a single felt discomfort: > **"You shouldn't have to feel awkward sending out your scheduling link."** That one line **roughly tripled (3×) conversions**. It works because it hits all three beats of the Human Action Model at once: - **Discomfort:** the small social awkwardness of "here's my link, pick a time," named exactly as users feel it. - **Vision:** scheduling that feels considerate to *both* people. - **Path:** SavvyCal's overlay-your-calendar mechanic is the bridge, so the CTA feels like the obvious next step. The lesson: message-market fit beats feature lists. The winning line named a real feeling the reader hadn't heard a scheduling tool acknowledge before. Run your own hero through "Now you can…" and the Human Action Model to find that line. ### Clarity Beats Cleverness (the metrics) When teams measure it, clarity is what moves the numbers. Clearer positioning and copy is associated with: - **+81% conversions** - **−38% sales cycle** (shorter time to close) - **−28% CAC** (lower customer acquisition cost) - **+175% referrals** The mechanism: clear copy lets the *right* buyer self-qualify fast and the wrong one bounce early, so every downstream metric improves. Clever copy that requires decoding does the opposite. It adds a comprehension tax at the exact moment attention is scarcest. **Practical rule:** if a reader has to pause to figure out what you mean, you've already lost. When forced to choose between a clever line and a clear one, ship the clear one, then use the tests above ("Now you can…", the Human Action Model, the Perception Gap) to make the clear line compelling too.