198 Formulas Examples

The Prevention Lens

The Analogy Lens

The Risk-Free Lens

The One-Up Lens

The Exotic Lens

The X-Factor Lens

Ever wonder why some ads make products look like magic? It’s because they position the product as the secret ingredient...

The Value-First Lens

The Discovery Lens

The Lightbulb Lens

The Long-Term Lens

The Easy-Peasy Lens

The WARNING Lens

The Problem-Solver Lens

The Objection-Buster Lens

The Contrarian Lens

The "DIY" Lens

Copywriting Lenses List

Most writers stare at a blank page thinking, “Where do I start?” This list solves that. Each “lens” gives you...

Sugarman Trigger #24 - Hope

Look at that happy little stick figure standing on the edge — hopeful and ready to leap. That’s exactly what...

Sugarman Trigger #23 - Familiarity

Ever notice how you instantly trust a Coke or McDonald's ad? That’s not magic. It’s familiarity. As Joe Sugarman highlights,...

Sugarman Trigger #22 - Specificity

Ever notice how oddly specific numbers just feel more believable? The image above nails it: “66 people joined the Kopywriting...

Sugarman Trigger #21 - Guilt

Ever get a tiny pang of guilt when a charity sends you a free sticker or address labels? That feeling...

Sugarman Trigger #20 - Human Relationships

People buy from people, not robots. Joe Sugarman nailed this with his “Human Relationships” trigger — the idea that just...

Sugarman Trigger #19 - Simplicity

This image nails a timeless truth: simple sells, complex repels. Two product pages—one packed with boxes and buttons, the other...

Sugarman Trigger #18 - Exclusivity, Rarity or Uniqueness

Ever wondered why a beat-up vintage car can sell for millions? Or why people camp overnight for a limited sneaker...