10 Frequent Copywriting Templates to Use in Advertising and marketing

10 Frequent Copywriting Templates to Use in Advertising and marketing

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Ask any marketer liable for copywriting about their writing course of. You will rapidly discover on the market’s no particular course of to comply with and little to no copywriting templates to information you.

Moreover, copywriting varies relying in your viewers, goal, and format. Copywriting for an Instagram submit, as an example, is completely totally different from copywriting for a weblog submit.

→ Download Now: 6 Free Blog Post Templates

At HubSpot, we all know the wrestle. Copywriting calls for creativity, inspiration, and laborious work, and it may be troublesome to search out all three, day-in and day-out.

To assist with author’s block, we have put collectively an inventory of copywriting templates you would possibly use for any of your advertising efforts, together with running a blog, social media, electronic mail advertising, and even inside memos.

Let’s dive in.

10 Copywriting Templates to Use in Advertising and marketing

1. Electronic mail Advertising and marketing

First, you may want to find out what kind of electronic mail you are writing to make sure you’re chatting with the precise viewers. Coordinate together with your crew to see if it is a one-off advertising electronic mail like a month-to-month publication or if you happen to’re being requested to jot down for a collection of emails, like a nurturing marketing campaign.

As you are drafting your copy, think about how your electronic mail will encourage the reader to take the specified motion, like clicking a hyperlink to buy or scheduling a name with a gross sales rep to be taught extra about your providers.

You is probably not aiming for the reader to take a particular motion and as an alternative simply need to ship a common replace, like an organization announcement. You will need the copy to simply and clearly talk the core of your message to your reader.

This is an instance of a template you would possibly use to welcome new subscribers to your publication:

Hello [First Name],

Thanks for signing up for [include what someone just signed up for, like a blog subscription, newsletter subscription, company services, etc.]

At [Company Name], we’re working to [list a few of your company’s core goals or include your mission statement]. We extremely encourage you to take a look at [suggest a few recommendations so the reader can continue learning more about your company].

In the event you ever have any questions, please be happy to contact us at [Contact information].


[Company Name, or individual sender’s name]

Featured Useful resource: 15 Electronic mail Templates for Advertising and marketing and Gross sales

We have thought of the sorts of emails entrepreneurs and salespeople are prone to ship repeatedly and crafted templates that may assist eradicate that point.template for an email pitch to a company

Obtain These Templates

2. Running a blog

Blogs give copywriters an opportunity to dive deeper into matters in a means that is not captured by emails, adverts, or social media posts. There are such a lot of various kinds of blogs you would possibly write, so be sure you develop your weblog technique to maintain a detailed eye on what sorts of weblog posts and matters carry out finest for what you are promoting.

Since blogs are typically longer than different sorts of copy, you need to ensure you’re protecting your viewers engaged. Think about what your readers might want out of your submit, and deal with answering the topic-related questions they will probably ask.

This weblog submit template is an instance of a services or products assessment.



[Introduce the product/service you’re reviewing and relevant background information about the company and the product/service. Clearly state what the reader will gain from reading the post.]


[Write a brief using keywords. Use headings throughout the post to break up the key sections of your post]


[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service, section them separately as you review. Be detailed and answer the questions you think your audience may have about the product or service.]

  • How a lot did it value?
  • What’s the performance?
  • How was the customer support?
  • Are you recommending the product/service?
  • Who would profit from utilizing the product/service?


[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Featured Useful resource: 6 Free Weblog Publish Templates

We have put collectively six important weblog submit templates each marketer wants — from how-to posts to listicles.

image of hubspot's free blog post templates

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3. Social Media

Writing copy for social media will depend on the social platform. In the event you’re writing for Twitter, you could have a strict character rely, so the copy must be temporary however nonetheless interesting sufficient to get the eye of somebody scrolling.

Just like Twitter, Instagram is thought for catchy captions. Character rely is not as a lot of a priority on Instagram. Nonetheless, for the reason that social media powerhouse is visually oriented, you may need to write a caption that echoes the picture or video in a submit.

General, the first objective when copywriting for social media is to totally perceive the important thing variations among the many social media platforms. This is an instance of an outreach template you might use for one more main social media platform, LinkedIn.

Hello [First Name

], I simply completed [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.]. I discovered it attention-grabbing that [include a few brief vital points you found interesting, or anything that you feel showcases some common ground]. I additionally seen that we share a couple of mutual connections, like [list mutual connections].

Let’s join and maintain sharing nice content material with one another!

Featured Useful resource: Social Media Templates

social media template

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4. Web site Copy

Copywriting for web sites is about staying true to the enterprise’ general model whereas making it simple for customers to navigate the location. The copy that makes it to a website performs an enormous function in setting the tone for a model’s voice. When writing web site copy, then, it is important you collaborate with key decision-makers for suggestions to make sure your copy is on-brand.

There are such a lot of totally different web site parts, so begin with clarifying what kind of web page you are writing for on the location. This may increasingly embrace, however just isn’t restricted to, the next:

  • Dwelling web page
  • About Us web page
  • Contact web page
  • Product or Service class web page(s)
  • FAQ web page
  • Weblog web page

Let’s check out probably the most crucial pages to incorporate in your website, the About Us web page:

[Company name] was based in [Year] by [Founder’s name]. When [Founder’s name] started constructing [Company name] [he/she/they was/were] decided to [help, build, create] an organization that provides [include the solution that the company problem solves for].

[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]

[Company name] helps folks with [identified pain points of your buyer persona(s)]. To offer our clients the perfect [product or service] we deal with [value proposition #1], [value proposition #2], and [value proposition #3].

[Company name] takes pleasure in working with folks such as you to offer high quality [product/s or service/s] and distinctive customer support. We look ahead to having you as a valued buyer.

[Closing Signature]

Featured Useful resource: About Us Pages Information + Lookbook

Get impressed by these superior About Us web page examples and discover ways to make yours nice, too.


Obtain These Templates

5. Ebooks

Ebooks are probably the most widespread sorts of content material copywriters can create. Since they’re meant to comprise intensive info, it is best to take the drafting course of one part at a time.

This is an instance of a common book template.

Cowl/Title Web page

[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource, also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]

Desk of Contents

[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]


[Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]

Chapter/Part Pages

[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]

Conclusion Web page

[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained and any actionable steps they can use to put their new knowledge to good use.]

Non-obligatory pages might embrace:

In regards to the Writer Web page

[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfort, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]

Interactive Pages

[Interactive pages can help keep your readers engaged. These pages may include quizzes, worksheets, checklists, etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]

Assets Web page

[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Featured Useful resource: E-book Templates

Allow us to handle the design for you. We have created six free book design templates — obtainable for PowerPoint, Google Slides, and InDesign — for a complete of 18 templates.


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6. Disaster Communications

In the event you’ve been tasked with writing for a disaster, you may have to be particularly attentive, since this sort of content material often addresses severe or delicate issues.

Growing clear messaging for disaster communications requires a particular degree of element. You will need to convey an empathetic tone that appropriately addresses the disaster. It is a good suggestion to collaborate with crew members to make sure the general message is correctly aligned together with your firm’s model.

It’s possible you’ll find yourself creating a number of items of content material for a disaster, together with weblog posts, social media posts, emails, an announcement from the CEO, a publication, and many others. The next template is an outline of what to deal with:

An Overview of the Disaster

[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals, use discretion. Check with your company’s legal team to ensure all documents follow proper protocol.]

Plan of Motion and Timeline

[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue(s) at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]

Contact Data

[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Featured Useful resource: Disaster Administration and Communication Package

The templates on this disaster communication equipment will assist your administration crew put together for learn how to deal with a disaster and reply to the media throughout a troublesome time. Having clear lanes permits your crew to function successfully throughout instances of disaster.

cover image of hubspot's crisis management and communications kit

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7. Buyer Communications

Customer support is a vital a part of any enterprise. Writing to higher perceive and talk together with your clients is important to foster stronger connections. Creating purchaser personas is likely one of the finest methods to higher perceive your clients. Purchaser personas are semi-fictional representations of your best clients based mostly on information and analysis.

Use this template define to start growing your purchaser personas.


[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]


[Include age, gender, salary range, location, and anything else that best represents your customer persona.]


[Identifiers can include your persona’s general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Featured Useful resource: 17 Templates to Assist You Put the Buyer First

That will help you foster higher relationships with delighted clients, we put collectively this assortment of templates — purchaser persona templates, electronic mail templates, and survey templates — that put the shopper first.

image of hubspot's templates to help readers put the customer first

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8. Case Research

Potential clients usually flip to case research when researching a services or products they’re occupied with shopping for. Case research present proof of how a services or products has helped clients by figuring out a ache level and offering an answer. They’re nice sources for copywriters to indicate off their interview abilities and boast sturdy statistics.

The important thing parts of a case research are listed within the following template:

Govt Abstract

[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write two to four sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]

In regards to the Shopper

[Share a brief description of the company you’re featuring in the case study. This should include the company’s name, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]

The Challenges

[Write two to three short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented, and/or the goals you were trying to achieve.]

The Resolution

[Write two to three

short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]


[Write a two- to three-paragraph conclusion to prove that your product/service impacted the customer’s business and helped them achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]


[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Featured Useful resource: Case Examine Template

Need assistance getting your first case research off the bottom? Look no additional. We have put collectively a complete information, full with templates, designed to make the method an entire lot simpler.


Obtain This Template

9. Name to Motion

A name to motion (CTA) is a picture or line of textual content that is included in various kinds of content material to encourage leads and clients to take motion. Briefly, you need somebody to click on your CTA to hold out the specified motion.

Add CTAs to blogs, emails, ebooks, and wherever else you desire a result in full a sure motion to push them to the following stage of the purchaser’s journey.

Featured Useful resource: CTA Templates

These sources will empower you to create a formidable CTA technique by serving to you perceive how they work throughout totally different mediums, whereas additionally offering you with the means to create them in your personal web site.

image of hubspot cta templates

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10. Memos

A memorandum, or memo, is used to deal with inside communications inside a company. Take into consideration the kind of message you need to talk. A memo is probably going a good suggestion if you happen to’re sharing minutes from a gathering, detailing new insurance policies and procedures, or speaking something folks might must reference.

Memos are typically longer and extra formal than emails (though it’s possible you’ll connect a memo to an announcement ema

il) and could also be formatted based on your organization’s type pointers.

Use this common memo template to get began.

Memo: [Memo Title]

Date: [Date of sending]

Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]

From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]

Topic: [Enter a brief, 5-to-10-word subject line to describe the purpose’s memo]


Present an government abstract of this memo in a single to 2 paragraphs, highlighting the change that’s occurring, when it’s efficient, and what the important thing takeaways are for the memo recipient.


Clarify the background for this organizational change in one-two paragraphs. Some inquiries to reply on this part may be:

  • Why was this concept pursued within the first place?
  • What information, analysis, or background info knowledgeable this determination?
  • What are the meant outcomes of this organizational change?

Overview and Timeline

Describe the organizational change in clear, direct language. Specify the next:

  • What will probably be altering?
  • Who will probably be liable for driving the change?
  • When will the adjustments go into impact?


Shut issues out with a last notice on:

  • Why workers ought to really feel excited and motivated about this alteration.
  • The place and when workers ought to submit questions, feedback, and/or considerations.

Featured Useful resource: 4 Free Memo Templates

We have drafted up 4 free memo templates for common, organizational, monetary, and problem-solving updates. We have additionally included a finest practices guidelines so that you can assessment earlier than sending your memo out.

image of hubspot's memo templates

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Including these templates to your advertising arsenal will help you save time throughout your drafting course of. Copywriters are shifting gears from blogs to case research to emails on a regular basis.

Do you have to use copywriting templates?

Once you’re a copywriter, it’s your job to search out essentially the most compelling option to current info. This info may be seen in an electronic mail, on a webpage, or as an article headline. Usually, you would possibly discover that you just’re sharing the identical info, however how do you share it with out sounding repetitive?

Copywriting templates and formulation are an efficient instrument for writing equally efficient copy. These templates allow you to create direct, interesting messages for readers. Whereas the objective is similar, the way in which you get there adjustments.

Not solely do copywriting templates provide the instruments to share info in a recent means, however they will let you save time. With simple formulation to comply with, you possibly can rapidly edit every template to work in your goal. Nonetheless, it’s essential to customise them and make them your individual to keep away from sounding such as you’re following a system, despite the fact that you might be. Don’t fear — we gained’t inform.

Greatest Copywriting Templates

Think about a slide. You’re sitting on the high, and when you push off, there’s no stopping. That is how copywriting is described — like a slippery slope. Assume each potential reader is sitting on the high of the slide, and it’s your job to get them down. This doubtless begins with the primary line of copy meant to achieve their consideration or curiosity. Whereas step one is commonly the identical, there are a lot of methods to get them to the ultimate vacation spot in copywriting.

Beneath, you can see 4 of the perfect copywriting templates for creating any piece of content material.

BAB Formulation

In copywriting, the BAB system is a well-liked instrument. The acronym stands for before-after-bridge. It’s a tool used to attraction to the desires and desires of your viewers. Whereas this tactic is especially efficient in electronic mail advertising, it has its place in each avenue of copywriting.

To begin, you need to deal with the earlier than. This part is usually used to focus on issues or ache factors in your viewers. Your objective is to make them see themselves within the state of affairs. Instantly following this, you need to spotlight the after. Use this part to craft what life will feel and appear like when you resolve their subject.

Lastly, introduce the bridge. You’ve proven your viewers an issue. You’ve demonstrated what it is going to seem like when it’s mounted. Now, how will you get there? The bridge ought to merge your earlier than and after. Sometimes, that is when an organization would introduce its services or products. Nonetheless, if you happen to’re centered on creating a bit of content material, you would possibly use this part to suggest an thought or recommendation.

AIDA Formulation

One other standard system utilized by copywriters and entrepreneurs is AIDA. The acronym is for: Attention, Interest, Desire, Action.

First, you need to get your a

udience’s consideration. It will usually be achieved with a headline. Make a compelling assertion. “What By no means to Eat on an Airplane” and “Why You’ll By no means Be a Millionaire” are two examples.

When you get their consideration, you must maintain their curiosity. Goldfish are stated to have an consideration span of 9 seconds — fake you’re writing for a goldfish. On this part, you would possibly begin by describing an attention-grabbing story. As you construct out the copy, ensure that this part is well digestible for the excessive proportion of readers who will scan the data as an alternative of studying it word-for-word.

Subsequent within the AIDA system is want. This part is all concerning the particulars. Give attention to the ache factors of your reader. Are they lacking a services or products to make their lives simpler? Are they lacking the data they want? As you develop want in your reader, embrace any options for a services or products. Point out advantages or an answer if you happen to create a weblog submit or article. It could even be useful so as to add any testimonials if obtainable. Your copy ought to emphasize how your reader’s life will positively change with this product or info.

Lastly, the AIDA system desires to drive your reader to behave. It calls so that you can finish your copy with a CTA. Frequent CTAs are “BUY NOW” or “SIGN UP HERE!” For a weblog submit, your CTA would possibly direct them to touch upon the submit or share it with their friends.

PAS Formulation

You’ve doubtless heard the quote, “When life fingers you lemons, make lemonade.” Now, think about the lemons bringing a swarm of fruit flies as a result of you could have nowhere to retailer them. After, you be taught you can also make lemonade. That’s what the PAS copywriting system is.

PAS stands for Problem, Agitation, Solution. First, current the issue. Throughout this step, you need to empat

hize together with your reader. Put your self of their place and current the problem as if you happen to’re experiencing it your self. As soon as they comprehend it, make it worse.

Step two of the PAS system is to agitate the issue. Consider how your reader’s drawback may worsen, and inform them. Make it so that they need to remedy the state of affairs now earlier than it will get worse.

The ultimate step on this system is to current the answer. Give them a means out. That is once you introduce your merchandise, providers, or recommendation.

The 4Ps Formulation

On this strategy, you’ll need to promise, image, show, and push. This technique calls you to seize your reader’s consideration by making them a promise. You might simply alienate your target market by making false claims, so guarantee your promise is correct. It’s a promise you’ll have to maintain.

When you give the promise, paint an image. You would possibly need to throw one million adjectives round, however descriptions have totally different meanings to totally different people. “Distinctive craftsmanship” would possibly imply one factor to you and one other to me. As a substitute, use particular particulars that reveal the craftsmanship. Utilizing particulars and examples helps create a clearer picture in your viewers.

Now, it’s time to show your self. You made a promise and created a picture in your reader’s head. How do they understand it’s true? On this part of the 4Ps system, current your proof. When promoting a services or products, present buyer testimonials or before-and-after photographs. For different content material sorts, embrace information and statistics to bolster your declare. When you’ve painted the image in your reader’s head, the proof will solidify it.

At this stage, you’re able to introduce your reader to your CTA. Inform them precisely what you need them to do. Obtain this PDF. Join a free trial. After you have made a promise, painted a image, and proved your declare, push your reader to behave.

“A” plus “B” equals copywriting.

Copywriting is greater than a little bit complicated. In the event you’re liable for writing wonderful copy for various kinds of content material, you could have the unending process of discovering new methods to current the identical info. Fortunately, copywriting templates and formulation make the job a little bit simpler. When you possibly can’t get your inventive juices flowing, use this text as a useful resource to get your course of going.

Editor’s notice: This submit was initially revealed in December 2020 and has been up to date for comprehensiveness.

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