Writing & Copywriting · Lesson 4 of 7
Sales Copy That Converts: Headlines, CTAs, and Offers
Copywriting formulas are tested templates. Use them — then make them your own.
After This Lesson, You Will Be Able To
Write a short-form sales piece using either the AIDA or PAS formula, with AI generating the first draft.
The Two Formulas Every Copywriter Uses
AIDA: Attention → Interest → Desire → Action
Attention: Hook them. One bold sentence that stops the scroll. Interest: Why they should care. What's the problem you're solving and why does it matter to them? Desire: Paint the outcome. What does life look like after they buy/signup/hire you? Action: Tell them exactly what to do next. One clear CTA, no alternatives.
PAS: Problem → Agitate → Solution
Problem: Name the exact pain your audience feels. Be specific — not 'you have too much work' but 'you're spending 3 hours a day on tasks that could be automated.' Agitate: Make the cost of the problem real. What does it cost them in time, money, opportunities, or stress? Solution: Present your offer as the way out. Connect every feature to a benefit they care about.
The 3 Elements That Determine Whether Copy Converts
The headline
80% of people read the headline and skip the rest. Your headline must make a promise, spark curiosity, or state a benefit so clearly that the reader has to keep reading. Use numbers, power words, and specificity.
The offer
What exactly do they get? A clear offer removes the mental work of figuring out what they're buying. Name it, describe it, price it. Vague offers don't convert.
The CTA
One action. Present tense. Benefit-focused. Not 'Submit' — 'Get My Free Strategy Call'. Not 'Buy Now' — 'Start Building Your Website'. The CTA is a promise, not a command.
Exercise
~10 minutes · ChatGPT or Claude
Prompt to use
Write sales copy for [your offer] using the [AIDA / PAS] formula. My offer: [describe exactly what you're selling]. Price: [price]. Target audience: [describe them]. Their main problem: [the problem you solve]. The outcome they get: [the transformation]. Write: 1) A headline (3 options), 2) The full copy following the formula (200-300 words), 3) A CTA button label. Voice: [paste your voice profile or describe your tone].
Read your CTA button label right now. Does it tell the reader what they get — or just what they do? 'Click here' vs 'Get My Free Checklist' — which one makes you want to click?
Key Takeaways
AIDA and PAS are proven formulas — use them as scaffolding, then make the copy your own.
The headline is 80% of your copy. Write 10 options before choosing one.
Your offer must be crystal clear. If the reader has to figure out what they're buying, you've already lost them.
CTAs should state a benefit, not just an action. 'Get Free Access' converts better than 'Sign Up'.
Write 10 headline variations for your main offer.
Ask Claude to generate 10 different headline styles for your offer: one with a number, one with a question, one with 'how to', one with a bold claim, etc. Pick the best one and use it on your site or next post.
Next Lesson
Email Writing: Newsletters, Cold Outreach, and Sequences
Writing & Copywriting · Lesson 5 of 7 · 10 min