Andy Maslen’s TIPS Copywriting Formula

Today we’re talking about one of my favourite copywriting formulae, from legendary copywriter and novelist Andy Maslen.

In his book “Persuasive Copywriting”, Maslen puts forward his formula called TIPS – Tempt, Influence, Persuade, and Sell.

Tempt involves tempting the reader to engage with the ad. This is more personal than just getting their attention – you need to connect with the reader’s inner motivations to draw them in and pique their curiosity.
Next comes influence. Double down on your appeal to their motivations and discuss what makes them tick. Get them seeing the light at the end of the tunnel, even if they aren’t quite sure what that looks like yet.
Now, persuade. Give them proof that your solution is the best. Use testimonials, examples, and sheer results from your previous customers – people just like them.
And then, sell! The call to action! How can they get in on what you’re selling?

Maslen has his own tip for CTAs too, but I suppose you’ll have to read his book, I highly recommend it!