Ever stared at a blank screen, paralyzed by the pressure to write a perfect sales copy? You’re not alone. Copywriting isn’t about clever words – it’s about psychology. Whether you’re creating video sales letters, newsletters, or blogs, this formula works. Let me walk you through it using the exact strategy that will turn your copies into high-converting machines.
Throughout this blog, I will be using email as an example and health insurance as the product, but be rest assured that this plug-and-play formula can be used anywhere for anything.
Describe the target
Before typing a word, know your audience like your best friend. Let’s break this down:
Target Customer
Identify who will be reading your writing. Be specific.
For example, if you’re targeting men aged 30-35 working a corporate job in India, your message will be more effective than addressing all men in India.
Desired Outcome
What does your target want? Again, remember to be specific.
For example, to be able to afford any unforeseen medical problems.
Benefit
Identify the additional benefits your target gets with their desired outcome as a plus one.
For example, no need to pay hospital bills from your pocket without sacrificing your savings for a vacation.
Pain Point
This is the main pain point or the problem of the target right now.
For example, getting stuck in a sudden and unforeseen medical crisis and not having enough money in the bank for medical expenses.
Solution
The actual solution you are providing with a personal touch to the naming of the solution like using a different terminology.
For example, instead of just saying Health Insurance we can say Custom Health Security Plan - to fit your family's requirements
Real Life Frustration
Your copy’s success hinges on amplifying their deepest fear.
Half of your copy will be complete if you get this step right. The main goal here is to identify the key fear or frustration of our target, which we can use against them. Remember, it should not be vague. Make sure to get into the details of each situation. Start with an experience of the target. What do I mean by this? Let’s understand this with my health insurance example.
For example, one experience our prospect might be having is that the target gets a mild chest pain or frequent headaches that make him worry momentarily, but he brushes it off with over-the-counter medicines. The lingering thought, "What if this gets worse?" worries him at night.
Now we have to make this even more real and concrete so,
It could be that he experiences this when he has a long shift at the office and blames it on the stress and fatigue of working long hours, but the reason he works long hours is to get more money to build a larger emergency fund, so that he can take care of himself and his family.
And then through this research, we come to our main frustration:
Lack of progress in savings, no matter how much he works or saves, he feels his emergency fund grows too slowly to truly protect him from medical crises.
Research Tip
To research your target, I recommend you use YouTube, Reddit and other online social forums like Facebook groups and hashtags or even surveys and polls. It is simple: just search for your service, product or solution and then start reading the comments on the videos and posts of people sharing their experiences or describing their problems. Sometimes, you may even find a unique solution you can use that is given by someone.
Types of Problems
Now identify the different layers of this fear or frustration; knowing this will help you hook the target deeper.
External Problem
An external problem is a surface-level problem which is visible in a situation.
For example, lack of progress in savings, no matter how much he works or saves, he feels his emergency fund grows too slowly.
Internal Problem
The Internal Problem is the emotional response to the external problem, how one feels about the external problem.
For example, The Lingering Anxiety & Sense of Insecurity - he constantly feels the weight of uncertainty on his shoulders. Even when he gets a salary hike or a bonus, it barely eases the anxiety because, deep down, he knows a medical emergency can wipe it all out in one go.
Philosophical Problem
The philosophical problem is the deeper, often related to the internal problem. It highlights a broader conflict or belief about the world and their place in it.
For example, The Fear of Regret & The Weight of “What If?”
The scariest part of all is the thought that one day, his worst fear might come true: a major medical emergency will hit, and he’ll be unprepared.
- He imagines himself standing in a hospital, desperately trying to arrange funds, feeling powerless as his loved one suffers.
- He pictures his family struggling with medical debt, all because he didn’t make the right decision earlier.
- He fears the guilt that would come with it - knowing that he had the chance to prepare but didn’t.
And that fear never truly leaves him. It stays buried under the surface, showing up in moments of silence, in arguments with his spouse, in his reluctance to go for a medical checkup, and in the tightening of his chest every time he hears about someone else’s medical crisis.
Formula
Here is the 5-step plug-and-play formula to create copies that sell.
Verify Their Experience
Start by stating something your audience has experienced or seen before. This aligns your message with their beliefs and grabs their attention.
Example: You’ve seen it before. A friend’s family hit with a massive hospital bill. A colleague scrambling for funds at the worst possible moment. You’ve felt that deeply unsettling worry, the same one that whispers, “What if it’s you next?”
Validate the Internal Problem
Use the internal problem to validate their feelings. This builds an emotional connection and shows that you understand their frustrations and fears.
Example: That nagging worry isn’t just in your head. It’s real. Every time you check your savings, you wonder if it’s enough. Deep down, you suspect that your emergency fund might already be falling short. And you’re not alone. The fear is noticeable, heavy—an ever-present shadow over every hard-earned rupee.
Pivot to the Philosophical Problem
Use the internal problem to introduce the philosophical problem, creating a conflict. This is where you highlight the deeper issue and add a sense of duality.
Example: What you suspect might be happening… is happening. The system is rigged. Savings take years to build, yet one unforeseen hospital bill can demolish them in days. You’ve been told that “saving more” is the answer. But here’s the brutal truth: relying solely on savings is like building a sandcastle on shifting tides. It’s a trap.
Provide an Explanation
Explain why the problem exists. This logical argument justifies their emotional reaction and builds credibility.
Example: Why does this happen? Because medical costs don’t wait for you to catch up. Hospitals charge extremely—₹5-10 lakh for a single emergency is normal. Your savings plan, no matter how disciplined, is simply not built to withstand these sudden, crushing expenses. The conventional wisdom of “save more” is failing you, and you already know it deep down.
Offer a Benefit
Add a benefit to show them the positive outcome of solving the problem.
Example: Now, imagine a different future. A future where an unexpected hospital visit doesn’t mean draining your life’s savings. Imagine having a financial shield that protects what you’ve worked so hard to build. With the right decisions, your money stays where it belongs—safely in your account, fuelling your dreams, not wiping them out.
Don’t let your suspicions become your reality. Book a free call now to learn how our Custom Health Security Plan can turn that fear into certainty. It’s time to secure your future before it’s too late.
[Book Your Free Call Now]
Things to Keep in Mind
- Make difficult words simpler: Substitute easier terms for more complex ones.
- Condense sentences: Divide lengthy statements into manageable chunks.
- Make concepts clear: Make sure that your ideas are simple and uncomplicated.
- Determine the lengthy sections: Look for passages that could be shorter and more concise.
- Eliminate unwanted words: Any words that don’t improve the message should be eliminated.
- Consider different sentence lengths: To keep the reader interested, mix short and long sentences.
- Determine abstract terms: Seek out ambiguous terms or expressions.
- Give them reality: Substitute them with concrete, quantifiable, and precise details.
- Make use of connectors: Using phrases like “the fact is,” “here’s the truth,” or “what’s more” could help keep the flow intact. These terms enhance your copy’s rate of retention.
Conclusion
Writing killer copies boils down to empathy + structure. Define your audience, amplify their fears, and guide them to hope.
Use the 5-step formula – Verify, Validate, Pivot, Explain & Benefit to turn anxiety into action. Whether selling health insurance, SaaS or any other product, this framework works.