The 4 C’s Copywriting Formula

The 4 C’s Formula is a checklist you can use to edit any piece of copy.

Clear: Is it direct and easy to understand?

Concise: Is there anything you can remove that wouldn’t change the effectiveness of your message? How can you say it in fewer words?

Compelling: Is it actually interesting? Or is it going to put someone to sleep?

Credible: Do you back up your claims with proof?

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Arrow Mockup Pool Ad

I learned a lot about pools from this simple Instagram Ad. The combo of showing an unfinished pool without water then highlighting (with text and arrows) the different parts of …