Bob Bly is one of country's best copywriters. This is from his newsletter.
Gene Schwartz was one of the greatest advertising writers who
Yet he eschewed the so-called creativity of Madison Avenue, and
many of his ads were written using formulas.
Here are 10 of his favorite ad writing formulas:
Example: "The Seven Deadliest Crimes Against Yourself."
Example: "How to Make Anybody Like You!"
Example: "Secrets of Eastern Super-Men Revealed at Last!"
Example: "Why Haven't TV Owners Been Told These Facts?"
Example: "Why Models Stay Young Till Sixty!"
6-Make a big promise.
Example: "I'll Make You a Mental Wizard as Easily as This!"
7-Reference to a foreign or exotic location.
Example: "Doctors in Sweden Say There is a Cure for Arthritis."
8-Put a time reference in the headline.
Example: "One Day with This Man Could Make You Rich!"
9-Use the word "now" in the headline.
Example: "Now-Run Your Car Without Spark Plugs!"
10-"Don't pay one penny."
Example: "Don't Pay One Penny Till This Course Turns You Into a
Note: once Schwartz found a formula that worked, he would adapt
it to many other ads for many different products.
P.S. You'll find more about Gene Schwartz and his great ads here:
Copywriter / Consultant
More on copywriting from David Garfinkel.