© CTC Publishing

Bob Bly's "Lost" Copywriting Formulas

Battle-tested shortcuts ... and proven persuasion methods ... that can help you write stronger copy -- with less time and effort!

Dear Reader:

I love the old copywriting formulas - as well as some of the newer ones!


Two reasons.

First, the best formulas are simple, easy to remember, and rapidly mastered.

Knowing them can enable you to create copy that's twice as effective - in half the time.

Second, the reason that they became formulas in the first place is that - they work!

Old-timers like me know there are literally dozens of time-tested copywriting formulas out there.

Yet most of today's newbie copywriters have only heard of a handful ... and have truly mastered even fewer.

Why is that bad?

Because if you ... or your copywriter ... don't know all these time-tested copywriting formulas, you could unnecessarily be wasting your time reinventing the wheel with each promotion you write.

You could also be writing inferior copy that diminishes your sales.

But now you don't have to.

That's because every copywriting formula you need to know - old and new, online and offline - is yours in my guide to persuasive writing, Bob Bly's Lost Copywriting Formulas.

In my day, no self-respecting copywriter or marketer worth his salt wrote copy without first studying classic formulas and committing them to memory.

Today, you can get your hands on all of them ... literally in less than a minute ... in my ebook, available for immediate download... for a tiny fraction of what even a beginning copywriter would charge you to write just one sales letter or web page. Read on for details and to get your first 3 formulas below now....

3 copywriting formulas every
marketer should know

They say good copy should always "tease" the reader - hinting at what you are offering but never revealing it.

However, I want to reward you for your time and attention spent reading this letter ... and so below I am revealing (not teasing or hinting at) 3 of the copywriting formulas you'll learn to use in Bob Bly's Lost Copywriting Formulas.

Of course, in my guide, I do much more than just give you the formulas.

I also explain the logic and psychology behind each formula ... reveal the particular strengths of each ... and show you how and when to apply them.

But even if you decide not to review my formula guide on a 90-day no-risk trial basis, you can profit handsomely just from knowing and using these 3 classic copywriting formulas right away:

** One of the oldest copywriting formulas - perhaps the oldest -- is AIDA.

Do you know it?

If so, give yourself a pat on the back, because many marketers I talk with today have not - to my great surprise - ever heard of it!

AIDA stands for Attention, Interest, Desire, and Action.

This is one of my absolute favorite formulas, and I've been using it to write winner promotions for 3 decades.

On page 32 of Copywriting Formulas, I'll walk you through each step of the AIDA formula.

And I'll show you how to apply it to almost any copy you write - from sales letters and print ads -- to landing pages and e-mail marketing messages.

** Less well-known than AIDA ... but in its way almost as powerful ... is the largely forgotten SELWAB formula.

It stands for Start Every Letter With A Benefit ... and you'll see how to apply it to make your headlines and leads stronger on page 28.

** Another potent - and little-known - master copywriting formula I teach you is the 4 Ps -- on page 132.

The formula says every letter needs to make a promise ... help the reader picture how the product improve his life ... offer proof that the product can do what you say it can do ... and push the reader to order.

The tip of the iceberg

But AIDA, SELWAB, and the 4 Ps are just a tip of the iceberg when it comes to the treasure trove of proven, persuasive copywriting formulas collected in my guidebook, Bob Bly's Lost Copywriting Formulas.

In this never-before-available collection of classic and modern copywriting formulas - covering both print and online - you'll have at your fingertips the most powerful arsenal of persuasive writing techniques available in the world today.


  • The 3 C's formula for writing clear, compelling, and credible copy. Page 6.
  • The 7-step formula for writing powerful articles in less than an hour. Page 65.
  • A low-tech way to boost your response rates. Page 7.
  • 5 surprisingly effective copywriting formulas you probably never heard of. Page 9.
  • Loren Beckart's 9-part formula for writing powerful online sales copy. Page 11.
  • 9 ways to create great copy when all these formulas fail you. Page 13.
  • An 8-step formula for writing long sales copy. Page 66.
  • 4 ways to write a terrific first page for every copywriting assignment. Page 68.
  • 6 steps for gaining a deeper understanding of the product you are selling. Page 134.
  • Justin Schultz's 12 steps to writing copy and content that sell on the Internet. Page 15.
  • 10 headline-writing formulas that work like a charm. Page 18.
  • 5 questions you must ask yourself before writing copy for business web sites. Page 21.
  • Julian Brooke's 8-step formula for jump starting your writing when you just can't get going. Page 23.
  • An 8-step outline for writing case studies. Page 26.
  • Rosser Reeves' 3-part formula for writing a winning Unique Selling Proposition. Page 29.
  • Clayton Makepeace's 11-step formula for writing million-dollar blockbuster promotions. Page 30.
  • 51 reasons why people buy the products and services you are selling. Page 34.
  • 31 ways to generate more inquiries from your print ads. Page 36.
  • Mastering the SELWAB letter-writing formula. Page 28.
  • 4 steps to more persuasive advertising with the AIDA copywriting formula. Page 32.
  • My proven 7-step process for SEO copywriting. Page 40.
  • The 5-point Motivating Sequence for better business writing. Page 46.
  • 38 great ideas for your next headline. Page 42.
  • 4 steps to selecting a winning premium. Page 49.
  • 50 tips to help you generate more leads and inquiries from your copy. Page 52.
  • 29 great article ideas for your next e-newsletter. Page 57.
  • 4 simple steps to writing a first-rate blog. Page 64.
  • 6 things I know for sure about marketing to engineers. Page 60.
  • How to write the perfect press release in one hour or less. Page 69.
  • 5 steps to writing and delivering great content-rich presentations. Page 79.
  • 6 ways to write clearer and more persuasive sales brochures for technical products. Page 81.
  • The 4 P's formula for writing winning copy that compels readers to order. Page 132.
  • The secret of the 4-legged stool. Page 130.
  • A 4-step process for preparing for a copywriting assignment. Page 127.
  • 10 rules for writing landing pages that sell. Page 124.
  • How I write: Bob Bly's 10-step copywriting methodology. Page 122.
  • Rules for writing online conversion series. Page 116.
  • Alexandria Brown's 7 proven formulas for writing articles that get read. Page 71.
  • 5 proven methods for capturing e-mail addresses of your web site visitors. Page 112.
  • The 8 fundamentals of persuasive writing. Ignore them at your peril. Page 96.
  • 10 tips for writing more effective industrial copy. Page 86.
  • 4 tips for writing more effective pay-per-click ads to increase click through and conversion rates. Page 73.
  • 5 ways to generate qualified leads from your advertising. Page 75.
  • 4 winning ideas for writing persuasive essays. Page 76.
  • The 10 greatest copywriting formulas ever devised. Page 77.
  • How to write subject lines that get your e-mails opened and read. Page 93.
  • And many more....

Praise for Bob Bly's copywriting
and marketing programs

"You are awesome! I will always come to you first for the products that I need. You have class, integrity, brilliance, naturally gifted, and you are second to none! I am impressed with and appreciate your prompt response."
--Adella Pugh

"Once in a blue moon, you get the chance to meet a living legend, one of the great men who has shaped his chosen field. In my unending pursuit of powerful marketing, I came face-to-face with just such a man. Robert Bly is America's Top Copywriter and a genius marketer. He's authored over 70 books for McGraw Hill and others, and gets paid more per word than nearly every author in America. Like all great men, he is a teacher and mentor extraordinaire. He freely shares the secrets of turning marketing into money."
--Dick Larkin

"Bob, your stuff is always so good that even though I'm retired now, I have to read it!"
--Gary Bencivenga

"You are someone I've grown to admire greatly. You share your knowledge with and encourage people in achieving their dreams, trying new things, and learning tricks of the trade. It's a rare 'guru' in our world today who is thoughtful and kind enough to help up and comers find the path to success. In my opinion, you are the very best. I'm grateful to you."
--Linda Capriotti

"After considering a number of high-level marketing professionals and reflecting on the matter for several weeks, I made the decision to ask Bob Bly to share the stage with me for my Twin Keys to Wealth-Building Conference. The reason I chose Bob is because I am convinced that he can deliver more tangible value to conference attendees than any other marketing or Internet expert on the planet."
--Robert Ringer, best-selling author

"I love your e-mails. Read every single one of them as they come in."
--Dr. Paul Hartunian

"I have huge admiration for your work. You're one of the few guys out there selling real information -- and selling it at a reasonable price! I think what you're doing is head and shoulders above others."
--Mark Joyner

"I receive so many e-mail offers -- too many -- but Bob always delivers a product worth having. The marketplace for writing and marketing products has become over-hyped; in that environment it's reaffirming to see that Bob continues to stand for a level of quality that matters -- and happily, at a price that works. "
--Peg Prideaux

"Thank you for sending out your e-mail newsletter. There hasn't been a single issue you've sent out that I didn't learn something."
--Len Bailey

"I have bought a lot of your info products. The price is the most reasonable of what anyone is asking for their info products, especially considering the information is more to the point and more valuable than 99.99% of what is out there on the Internet."
--Christine Loff

Act now and save $40

I've spent countless hours ... and thousands of dollars ... acquiring the books, courses, articles, and monographs containing these precious copywriting secrets.

For example, the one on page 29 - Rosser Reeve's 3-part formula for writing a winning USP - was located in his long out-of-print book Reality in Advertising.

I paid $98 for a used hardcover copy on Amazon just to secure it for you.

I then spent over an hour (and remember, my time bills at $250 an hour) reading the book and distilling the principle into the quick-reading article on USP that starts on page 28 of Copywriting Formulas.

I have presented the 3-part USP ... and many of the other formulas in Copywriting Formulas ... in copywriting workshops for corporate clients. I bill them $6,500 per day plus expenses.

But it won't cost you $6,500 ... or $250 ... or even $98 to discover all of the dozens of "lost" copywriting formulas collected in my guide.

The cover price of Bob Bly's Copywriting Formulas is $69. But act now, and it's yours for only $29 - less than I charge for just 10 minutes of my time - a savings of $40 off the regular rate.

Our 100% iron-clad
guarantee of satisfaction

I'm betting that you'll LOVE Bob Bly's Lost Copywriting Formulas, want to keep it forever, and refer to it for years to come.

But if I am wrong, and you are not 100% satisfied with my "lost" copywriting formulas collection for any reason ... or for no reason at all ... just let me know within 90 days.

I'll give you a full and prompt refund. And you can keep the ebook with my compliments.

That way, you risk nothing.

But I urge you to hurry.

This special LOW PRICE of only $29 (a $40 discount off the $69 cover price) is for a limited time only.

And once it expires, it may never be repeated again.

So what are you waiting for?

To order Bob Bly's Lost Copywriting Formulas on a 90-day risk-free trial basis, just click here now:


Robert W. Bly, Director
CTC Publishing

P.S. Order Copywriting Formulas today and you get a FREE Special Bonus Report, Maverick Marketing: Innovative Selling Ideas to Make You More Money (list price: $29).

In this free 50-page report, you'll discover little-known sales and marketing tactics that can quickly leave your competitors in the dust. Including:

  • The most important thing to understand when selling and marketing any product (hint: it's not the product) - page 47.
  • How to avoid "sticker shock" when selling high-priced products - page 39.
  • The magic of "reciprocity" - page 3.
  • When to stop giving potential clients free advice and ask them to sign a contract to engage you - page 8.
  • Are white papers passé as a marketing tool? Answer on page 25.
  • Avoid this common mistake when creating and marketing information products - page 18.
  • 10 tips for increasing your landing page conversion rates, leads, and orders - page 21.
  • What to do when a customer asks for a refund and you think they are not entitled to it - page 11.
  • How much should you charge vendors, clients, and colleagues for referrals? The answer may shock you. Page 5.
  • What nonprofit fundraisers can teach you about the best time to send your prospects a letter or e-mail marketing message - page 29.
  • When to reveal product defects, weaknesses, and flaws in your sales copy ... and how to benefit from doing so - page 31.
  • Stop throwing money down the drain when exhibiting at trade shows - page 36.
  • The one direct marketing offers that works virtually 100% of the time - page 33.
  • A low-tech way to prevent Internet users from illegally copying or distributing your e-books, special reports, and other content - page 15.
  • And more....

Best of all, this bonus report - a $29 value -- is yours to keep FREE ... even if you request a refund on the ebook!

To order Copywriting Formulas ... and get your FREE Special Report ... just click below now:

About Bob Bly

bly on information marketing Bob Bly is a full-time freelance copywriter specializing in online, direct response, and b-to-b marketing. He earned more than $700,000 last year from his freelance writing, and became a self-made multi-millionaire while still in his 30s.

A copywriter for more than a quarter of a century, Bob has written promotions for over 100 clients including Phillips, Agora, KCI, 21st Century, Weiss Research, EBI Medical Systems, Sony, IBM, AT&T, Grumman, Crain Communications, McGraw-Hill, Intuit, and AlliedSignal.

Bob is the author of more than 99 books including The Copywriter's Handbook (Henry Holt) and Internet Direct Mail (NTC Business Books).

He has published more than 100 articles in such publications as Subscription Marketing, Direct, Business Marketing, Writer's Digest, and Amtrak Express.

Bob's writing awards include a Gold Echo from the Direct Marketing Association, an IMMY from the Information Industry Association, two Southstar Awards, an American Corporate Identity Award of Excellence, and the Standard of Excellence award from the Web Marketing Association. He also taught writing at New York University.

Bob has appeared as a guest on dozens of TV and radio shows including The Advertising Show, Bernard Meltzer, CNBC, and CBS Hard Copy. He has been featured in major media ranging from the LA Times and Nation's Business to the New York Post and the National Enquirer. He was a featured speaker at the 2006 annual conference of the National Speakers Association.

Around his 50th birthday, Bob started CTC Publishing, a small Internet information marketing business, with no products and no web sites. A few short years later, he has over 50 information products and five dozen web sites generating average daily passive income of over a thousand dollars.

What they say
about Bob Bly

"Good things are happening. I am getting a steady stream of Trial and Demo requests from the new site. These requestors are filling out the entire contact form. The site is simpler now, and I am still working to make it even more so. I appreciate your work."
Jim Romano, DataForceOne

"Thank you so much for your wonderful work. It has been a pleasure working with you and I look forward to working with you on another project in the near future. You were always available, quick to answer questions and always exceeded my expectations. You truly are a gifted writer."
Aaron Griffith, The Griffith

"Bob, again thanks for the great copy. You consistently help us reach customers with compelling, actionable content, when others just can't!"
William McElleney, IBM

"The feedback keeps coming in and we all agree yours was a truly helpful, useful, insightful and effective workshop. You did a fantastic job inspiring the troops and we've already begun applying some of the key learnings."
Paul Connors, Copywriting Manager, A large financial services company in the Chicago area

"Bob...your creative work, patience, and 'partnership' with us at IT Group has virtually propelled us to another level of business professionalism and recognition. The response we've received from your letters has been nothing short of tremendous. We've not only derived significant business from these unforgettable mailings--your efforts have sparked a creative energy within our ranks which will assist us in years to come. Thanks for your guidance and counsel."
John A. Fallone, IT Group International

"I hired Bob on his reputation, and found it is well-deserved. His fact-finding process in preparation to write our copy was both painless and enlightening. The final deliverables were right on time as promised, and better than expected – which is saying a lot because my expectations were high. The first time I read his copy for our project, I literally got chills down my back – he nailed it the first time. Wow."
Dennis Rosenberg, VP Marketing, VNUS Medical Technologies, Inc.

"Bob Bly did an amazing job with our company brochure. We are very impressed with his capacity to learn our product and to write copy so clearly and pointedly. Bob Bly is a great marketing investment."
Michael Manoussos, Manhole Barrier Systems

"Great white paper! I'm in favor of the entire submission. Please congratulate Bob on a great effort."
Michael C. Howard, Chasm Recovery

"Your Tax Loopholes ad looked great and is performing very well. Thanks for the strong copy."
Brian Kurtz, Boardroom

"You did an excellent job. It's been a pleasure working with you on this project."
Edward Brunet, Decatur Professional Development, LLC

"Thank you very, very much for doing such a great job on the ad. I was one of those folks who would read the ads in the DAK catalog by Drew Kaplan and this was as enjoyable for me as that."
Chris Pickering, MeritDirect

"Bob . . . Just got the copy and advertisement you did for my new book . . . It's great! You are good! Great job . . . you have tremendous insights into what excites and what sells!"
Don Libey, Libey Incorporated

"In my opinion, you are the best copywriter in the software industry."
Judy MacDonald, Director of Marketing, Direct Response

"When I received the piece, I thought, I'll have to skim over it now and read it later. But, once I started, I couldn't stop! You did a GREAT job with Ken's story. I love it. It kept me reading. I'm VERY pleased with it."
Craig Simpson, Ken Roberts Company

"Bob, It's been a pleasure to work with you!!! Thank you so much! I'm very happy with the copy; I feel it will give me good results."
Alejandra P. Bigai, Romanicos Chocolate

"Thanks again for a great job."
Davis Ross, Ross Advertising

"I just wanted to thank you again for the excellent work you did for us. You are the man and I can't tell you how much I admired your approach and service. Although I've never worked with a copywriter before, I think you set the standard pretty high. I look forward to working with you again. You certainly have my vote for the next round!"
DP Jovine, Tycoon Research

"Great job – I'm always amazed at how you can boil the complex down into simple terms. It flows very well."
Kyle Hodgens, Capital Financial Media

"Thank you for the copy. I see why you're the expert. It's so simple, it's brilliant."
Sau Hyoung Pak, Big Machine

"The radio spots are very well done. I am very impressed with your work and copywriting expertise. We will be making the changes to the print ad as you suggested. In the future we may work with you to design a totally new print ad. Again I'd like to say I'm impressed with your services. You were prompt, informative, and definitely know your stuff. We will be recommending you to others and doing repeat business."
Joshua Andrews, Health Solutions, LLC

"When people get to the promotion, the promotion has a good conversion rate. In one test, it actually had a 14% conversion to sale... can't ask for much better than that."
David Galland, Casey Research

"I loved the ad! I don't see any reason for revision so I have already put through a check request for the balance I owe you on the ad. We are very excited about this one. I can't wait to see how it does. Thanks so much!"
Alice Wessendorf, Agora Health Book

"I show off the work that we did on lead generation for negotiation -- as well as the conversion program from HMCL -- as big successes."
Paul Szymanski, Harvard Business School Publishing

"Thank you for being very instrumental on making the launch of the wealth management book such a resounding success. It was so successful that we had to request more copies."
-Ingrid Boney, II

"Thanks, Bob! You are awesome to work with."
-Matt Morsa, Stock Secrets, Inc.

"I've spoken to a thousand copywriters over the years and Bob Bly is the best. He knows what he's doing."
-Joe Culotta, Natural Medicine Co.

"I am happy to report to you that your piece out produced the 4 other packages we tested against it. I want to talk to you about another project...."
-Nick Roumi, Pacific Coast Funding

"This is an outstanding letter. Really nice work!"
-Paul Szymanski, Harvard Business School Publishing

"Like the package ... the tone ... I think it's excellent."
-Bill Caskey, Caskey Sales Achievement

"We are very pleased with your copy approach because your copy seems to speak to the neurologist better than the copy in previous promotions. Moreover, your copy presses the sell better and more effectively. I really value your direct marketing copy capabilities and I'm thrilled to have you working with MedLink."
-Jim Chacona, MedLink

"Just wanted to take a moment to sincerely thank you for the hard work and energy you've poured into the Sinatra product package. You are a joy to work with."
-Gail Diggs, Phillips Health

"Thanks again... you did a great job."
-Caleb Cherry, Capital Financial Media

"You are a genius! I rarely love copy this much from the get-go. You hit it on the head!"
-Sara Pond, Nightingale-Conant

"The original ad insert of 'Wall Street's Loss is Your Gain' continues to kick butt -- pulls 12 to 15 subscriptions a week. Not bad for a $500 investment made 5 months ago."
-Charles Mizrahi, Stealth Stocks

"As a marketing professional, for 17 years I wrote my own promotional material. But I am not a professional copywriter. It wasn't until I took my own advice that I started getting the results I deserved. With Bob Bly, I got what I wanted - in the promised time frame - with re-writes - and the results I wanted. Thanks Bob!"
-Mark Amtower, Amtower & Company

"I found your ad copy compelling, powerful...even entertaining. You really communicated the 'feel' of the message we are selling. Thanks for such great work, Bob!"
-Ashley Earnhardt Aiken, Thomas Nelson Publishers

"Bob wrote the most ballsy ad in the history of Dynamic Changes and it set sales records this fall. People couldn't stop themselves from responding."
-Richard Scheffren, Dynamic Changes Hypnosis

"Last year you did all the copy on the What Would Jesus Eat brochure. It was wonderful and I believe is one of the reasons that the book continues to do so very well."
-Pamela Clements, Thomas Nelson Publishers

"Your work for me is outstanding."
-Thomas Massie, BRIDGELINE Software

"Your copy looks great. Thank you for the great job. I want you to know that one of the things I'm grateful for this year is meeting you and developing a relationship which is beneficial to both of us."
-Jack McDonough, U.S. Tax Corporation

"A special thanks to Bob for doing a superb job and making this work so well. I felt like a brilliant puppet in your hands."
-Michael Masterson, AWAI

"Even though he refuses to admit it, Bob is THE Direct Marketing guru...or, at the very least, he's mine."
-Jill Perri, American Consultants League

"Great copy! I love it!"
-Marlene Jensen, The Newsletter Group

"You've done great work with this package. I'm sure it wasn't easy doing all of the research to get all of the facts you've assembled. I learned things reading this package and I think for tech investors, this level of detail and fact finding provides a lot of credibility. I think it's a winner."
-Porter Stansberry, Porter Stansberry's Investment Advisory

"The postcard copy is super!"
-Gary Yondol, Media Planet

"Bob's ad is doing great!"
-Kusko, Dynamic Changes Hypnosis

"Thanks Bob. I appreciate all your work."
-Paul Goldberg, PJ Promotions

"I am thrilled with your package, it is doing great - will roll out as the control."
-Chris Gast, Intuit

"Your package for AWAI's desktop design course won the test, outperforming our other package by over 50%."
-Katie Yeakle, AWAI

"Just wanted to let you know that as of today we have a 13.5% response (orders, not just click-throughs) for Stealth Stocks from the e-mail you wrote for us."
-Gary Mizrahi, Stealth Stock

"Great job on the Turnaround Report; it's been a huge success. We've had an incredible product launch, with hundreds of free trials in the first week."
-Marc Stockman, TheStreet.com

"We received the letter. Our first and probably lasting impression is great. Paul is usually very skeptical but he really likes it. I know we want to stick with the first impression. It looks like it may be perfect. We are very impressed."
-Frank Lardino, Investors Alliance

"Just to let you know we have been using your 8 ways letter and brochure that you did for us last year with great success. We decided to double our monthly direct mailing. Things are really taking off. I can only attribute that to our increased direct mail program. Thank you for helping us get an effective package together."
-Ray Hardee, Engineered Software, Inc.

"The letter you composed is terrific. We like your text, and we also like the promotional ideas you've incorporated into the package as a whole. Thanks a lot for your efforts."
-Maureen Neary, Tower Media.

"Nice job on the white paper. It's a treat to have my name on it."
-Raymond S. Elman, Bridgeline Software, Inc.