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5 Copywriting Formulas For Freelancers

Unless your freelancing is based on writing as a service, it’s likely that you don’t spend too much time honing your writing skills.

Most freelancers aren’t good at copy (neither am I, but doing my best to get better). It’s because your main expertise lies in a different domain. You’re either an IT consultant, software developer, UX designer, etc.

So even if you wanted to, it’s difficult to find the time to practice your copywriting skills. Unless it’s an absolute priority for you.

And maybe it should be.

A good story enables your audience to relate with you. A good story evokes emotions. A good story sells.

And even if you aren’t that good at writing, you can use formulas. And these formulas can make all the difference to the effect your copywriting has.

In this article, I want to highlight 5 different copywriting formulas you can use to structure your copy.

But as with anything, it’s you that has to grab the shovel and dig in. I am not doing the digging for you. I can’t.


The DIP formula is pretty simple. And there are a variety of similar formulas that can be used. The DIP formula means that you first describe where you’re today, then you go back and describe the low point of the journey (your own or your client’s if you’re telling a story of your client), and then you tell the transformation (how did you climb out of the hole).

Today — Low Point — Transformation

Here’s a short and simple example (completely fictional):

The DIP formula is probably the formula I use the most. It’s dead simple, and everyone has a story to tell.

The Four U’s

This isn’t exactly a formula. It’s what you have to pay attention to when you’re trying to write a convincing copy. It’s also one of the things that I learned when I bought the $5000 Todd Brown’s E5 marketing course.

This principle works well for your social media marketing copy. Because it’s possible to hit all four U’s with just a few sentences.

Useful — Be useful to the reader

Urgent — Provide a sense of urgency

Unique — the main benefit is somehow unique (a unique mechanism)

Ultra-specific — Be ultra-specific

Useful — there will be changes to the EU VAT rules that will affect my business.
Urgent — these changes are taking place in 2021, and 2021 is around the corner.
Unique — a webinar that tells you all about it (and how to comply).
Ultra-specific — VAT changes for Amazon e-commerce businesses in Europe.


If you’re writing a copy to sell something, then your audience always has objections. Even if they don’t voice them. And there are common objections:

1. I don’t have time.

2. I don’t have money.

3. I don’t think it works for me.

4. I don’t trust you.

5. Why do I need it?

Think about all the objections that your clients may have around your offer. Then write them down. Then put them in a hierarchical order. Once you’ve done that, write down answers to these questions.

For example, one of the objections could be “I don’t trust you”. Then your job is to provide proof points of your track record. And why you’re an authority in this field. And why they should trust you because you’ve done XYZ and worked with Will Smith. Etc.

And once you’ve done that, switch these questions to headlines. “I don’t think it works for me” → “How UX designer grew her business from $10k/month to $148k/month using our Offer Exclusivity Formula”. And in the copy, you can write how it works for every industry and tell different client success stories. To kill that objection.

Awareness — Comprehension — Conviction — Action (ACCA)

This type of copy is more of a diagnosis. Telling how some problem that they have is affecting them.

Awareness — Bring attention to the problem.

Comprehension — Describe the different ways of how this problem affects them. And present a solution.

Conviction — Give examples of how you’ve helped to solve that problem for real clients. Create conviction and desire.

Action — Ask your prospect to act on your offer.

It’s one of these formulas that is used in one form or another. If done right, it can be very effective.

Paint A Picture Of Their Life

If you know the problem that your market has, then this is one of the most powerful ways to engage your audience. You can paint a very clear picture of the pains that they have. And this picture should focus on emotions that the prospect feels. There are some powerful emotions like shame, guilt, envy and anger. These negative feelings are some of the most effective ones.

You can show the feeling and the way out of this feeling. And sometimes, it’s possible to turn these feelings around. You can show how your neighbour is envious of you because you’re doing great (as a result of using my product). Or think about the feeling of shame of not being able to provide proper food for your family. Especially for men, it hits right to the gut.

Paint a picture with strong emotions. And then show them the light.


There are many other copywriting formulas you can find. And they are very helpful in structuring your copy. But they are not magic bullets. You still have to be able to write the words that move the prospect. Or you have to have money to hire a copywriter. But I do think that the benefit for your freelancing career can be tenfold.



Business, tax & legal, licensing and a lot more. All posts are written by Comistar professionals around the world. Doing business in Estonia, Switzerland, Finland and the US.

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