Bob Serling's Power Copywriting Formula

Below you can find the summary and steps of Bob Serling’s Power Copywriting Formula.

To my knowledge, the formula was first published through Bob Serling’s work “Power Copywriting For The Internet”.

The copyright holder was the “Internet Marketing Center”, a company that Bob sold - as Bob shared with me in a private LinkedIn conversation - and later re-sold, before it was shut down.

If you’d like to review the original work and product, I recommend conducting a quick Google search for the following search term:

Power Copywriting For The Internet by Bob Serling A Step-By-Step Guide To Writing Million-Dollar Advertising Copy

According to Marlon Sanders, this formula had a significant influence on the development of his own copywriting formula.

Here’s the formula, along with the four prerequisites…

32-Step Formula - Specifically For Long-Form Sales Pages

The formula starts with 4 prerequisites:

Prerequisites

• Prerequisite #1: You Must Have A Quality Product
• Prerequisite #2: Creating And Using The Ideal Customer Profile
• Prerequisite #3: Credibility Produces Maximum Profits
• Prerequisite #4: The Offer is Everything

The 32 Steps

• Step #1: You must conduct exhaustively thorough research before you ever write a word of copy
• Step #2: Rest and percolate
• Step #3: Create a comprehensive list of features, facts, and figures
• Step #4: List every benefit your customer will get
• Step #5: Create an irresistible offer
• Step #6: Create an extraordinary guarantee
• Step #7: Write a powerful, attention-seizing headline
• Step #8: Use color to accentuate key points
• Step #9: Keep the amount of graphics you use extremely limited
• Step #10: Create a no-holds-barred opening paragraph that immediately begins to deliver on the promise made in your headline
• Step #11: Eliminate all objections with “Pre-emptive Strike Credibility”
• Step #12: Create enticing sub-heads that maintain your reader’s interest and pull them through your sales piece
• Step #13: To present the most powerful sales pitch possible, you must make your customers acutely aware of their most deeply felt pain
• Step #14: Eliminate your customer’s pain completely
• Step #15: You must establish impeccable credentials with your customers
• Step #16: Lock in your credibility with an “insider’s” benefit
• Step #17: Give your customers unquestionable proof that you can deliver everything you promise
• Step #18: Use “Click Bridges” to break your copy up into manageable, readable chunks
• Step #19: Give your customers a powerful bullet list of benefits they get by using your product
• Step #20: Briefly summarize your key benefits
• Step #21: List the features of your product
• Step #22: Over-deliver with a highly valuable package no reasonable customer will want to miss out on
• Step #23: State the price of your product
• Step #24: Issue your call to action
• Step #25: Increase your profits with a “piggy-back offer”
• Step #26: “Shift the risk” to close more sales
• Step #27: Bring your sales piece to a close by summarizing all the major benefits your customer gets
• Step #28: Increase your response even further by using a PS
• Step #29: Make it easy for people to order
• Step #30: Avoid all links that take your customers away from your site
• Step #31: Rest and Percolate - a second time
• Step #32: Check and rewrite your copy for maximum impact