Great copywriting is the ability to make the reader feel seen, their problems understood, and then proposing a solution in a short, easily understandable way.

Use this formula:

1. Identify the pain.

2. Take the customer back to a moment they experienced that pain.

3. Propose your solution to kill the pain.

Some examples…

Spotify

1. Music is expensive and fills up storage on your phone.

2. Remember the time you weren’t able to play that perfect song at the perfect moment?

3. Stream any song, any time, for free with Spotify.

Airbnb

1. Hotels are bland, uninspiring, and poorly located.

2. Have you ever been sad to check out of a Marriot?

3. Stay like a local with Airbnb.

Uber

1. Taxis suck.

2. Think about the last time you enjoyed your cab ride.

3. Uber gets you a clean, affordable black car at the touch of a button.