Copywriting Templates: 10 Proven Frameworks You Can Use Today

Why Copywriting Templates Work

Templates work because human decision-making follows predictable patterns. The sequence in which someone moves from scepticism to purchase — from "I have a problem" to "this is the solution" to "I trust this enough to buy" — has not fundamentally changed in a hundred years of direct response copywriting. The platforms change. The psychology does not.

Over 30 years and $523 million in tracked results, I have used every template framework in this guide — for clients ranging from Apple, IBM, and Microsoft to ClickBank offers and DTC e-commerce brands. What I have learned is that the template is never the thing that sells. The template is the architecture that ensures your selling argument is delivered in the right sequence, with the right elements, in the right order. It is the difference between a building that stands and one that collapses under its own weight.

Here are ten proven copywriting templates you can put to work immediately — and the strategic thinking behind each one.

1. The Sales Page Template

The sales page is the hardest-working page in any funnel. It takes a visitor from initial awareness to purchase in a single session, which means every section must earn its place and every transition must move the reader forward. This template has been refined across hundreds of sales pages I have written and studied.

Headline: A specific, benefit-driven statement that stops the reader and earns the first sentence. The headline carries roughly 80% of the page's performance — spend more time here than anywhere else. Use a proven headline formula as your starting point.

Opening hook (100-200 words): Identify the reader's problem in language they would use themselves. The reader should feel like you are describing their exact situation. This is where voice-of-customer research pays off.

Problem agitation (200-400 words): Deepen the problem. What is it costing them? What happens if they do nothing? This section leverages loss aversion — the most powerful motivational principle in human decision-making.

Credibility bridge (100-200 words): Establish why you are qualified to solve this problem. Specific results, relevant experience, recognisable clients. Not a biography — a credentials section that earns trust.

Mechanism reveal (200-300 words): Explain your unique approach or method. This is the "why this is different" section. The mechanism differentiates your offer from every other option the reader is considering.

Social proof stack (300-500 words): Testimonials, case studies, and results threaded throughout the page — not confined to a single section. Each piece of proof should reinforce a specific claim where it appears.

Offer stack: Present everything the buyer receives, with the value of each component clearly stated. The total perceived value should dramatically exceed the price.

Risk reversal: Your guarantee. A strong guarantee does not increase refunds — it increases conversions by removing the buyer's last psychological barrier.

Urgency and close: A genuine reason to act now, followed by a clear, unmistakable call to action.

For a deeper breakdown with real-world examples, see my complete guide to writing a sales page that converts and my collection of sales page examples.

2. The VSL Script Template

A Video Sales Letter follows the same persuasion logic as a sales page but with one critical difference: the viewer cannot skim. They experience your argument in real time, which means pacing, emotional arc, and transitions become even more important than in written copy.

“Copy is not written. Copy is assembled.”

This template reflects the structure behind VSLs I have written that have converted cold traffic profitably at scale — including campaigns for ClickBank and DTC supplement brands.

Hook (first 5-10 seconds): A pattern interrupt that earns attention. This can be a provocative statement, a surprising statistic, or a direct identification of the viewer's problem. If you lose them here, the rest of the script is irrelevant.

Problem identification (1-2 minutes): Name the problem clearly and demonstrate that you understand it better than the viewer does. Use their language, not yours.

Agitation (2-3 minutes): Explore the consequences of the problem. What is it costing them in money, time, health, relationships, or opportunity? Make the status quo feel intolerable.

Credibility (1-2 minutes): Establish authority quickly. Specific results are more persuasive than credentials. "I have helped 2,300 clients increase their conversion rates by an average of 47%" beats "I have a marketing degree from Stanford."

Mechanism (3-5 minutes): Reveal your unique approach. This is the educational core of the VSL — the section where the viewer learns something that shifts their understanding of the problem and positions your solution as the logical answer.

Proof stacking (3-5 minutes): Layer testimonials, case studies, data, and demonstrations. Variety of proof types builds cumulative credibility.

Offer presentation (2-3 minutes): Present the offer with a clear value stack. Each component should be introduced with its specific benefit, not just its name.

Objection handling (2-3 minutes): Address the three to five most common objections directly. "You might be thinking..." is a powerful transition that shows you understand the viewer's hesitations.

Guarantee and close (1-2 minutes): Risk reversal followed by a clear call to action. Restate the primary benefit and the cost of inaction.

For more on VSL strategy and structure, see my guide to VSL copywriting and my breakdown of how VSLs compare to sales pages.

3. The Email Sequence Template

Email remains the highest-ROI channel in digital marketing, and a well-structured sequence is the difference between a list that generates revenue and one that gathers dust. This template maps the strategic arc of a five-to-seven email sales sequence.

Email 1 — The Hook: Deliver immediate value and set expectations. This email establishes your voice, demonstrates relevance, and earns the open on email two. The subject line is the headline — apply headline template principles here.

Email 2 — The Problem: Identify and agitate the core problem your product solves. Use specific, concrete language. The reader should think, "This person understands exactly what I am dealing with."

Email 3 — The Story: Tell a transformation story — your own, a client's, or a relevant case study. Stories bypass intellectual resistance and create emotional connection. This email builds desire by showing what is possible.

Email 4 — The Proof: Stack evidence. Testimonials, data, case studies, before-and-after results. This email is for the analytical reader who needs evidence before they buy.

Email 5 — The Objection Handler: Address the top three reasons people do not buy. "I cannot afford it," "I do not have time," "I am not sure this will work for me" — name each objection and dismantle it with logic and proof.

Email 6 — The Urgency Push: Introduce a genuine deadline or limitation. Scarcity works when it is real. Manufactured urgency destroys trust.

Email 7 — The Final Close: Last chance. Restate the benefit, the proof, the guarantee, and the deadline. This email should be direct and unapologetic about asking for the sale.

Each email should stand alone as a compelling read while advancing the overall narrative arc of the sequence. For deeper strategy on email copywriting, see my complete email copywriting guide.

4. The Landing Page Template

A landing page has a single job: convert a visitor into a lead or a buyer. Unlike a full sales page, the landing page must accomplish this quickly — often in under 60 seconds of reading time. This template is built for speed and clarity.

Headline: A single, benefit-driven statement that answers the visitor's question: "What is in it for me?" In one sentence.

Subheadline: Expand on the headline with specificity. If the headline is the promise, the subheadline is the proof preview — a number, a timeframe, or a qualifying detail that adds credibility.

Hero section: An image or visual that reinforces the headline's promise. The visual should support the message, not distract from it.

Three to five bullet points: The key benefits of your offer, written as outcomes the reader will experience — not features of your product. Use the copywriting bullet point formulas that drive the highest engagement.

Social proof: One to three testimonials or trust indicators placed above the fold or immediately below it. Brief, specific, and relevant to the promise.

Call to action: A single, clear, unmistakable action. One button. One form. One next step. Every element on the page should point toward this action.

Objection handler (optional): A brief FAQ section or a single line that addresses the most common reason people hesitate. "No credit card required" or "Cancel anytime" can be the difference between a conversion and a bounce.

The landing page template is the most constrained framework on this list, and that constraint is its power. When you have limited space, every word must earn its place.

5. The Headline Template

The headline is the most important element in any piece of copy. On average, five times as many people read the headline as read the body. A library of proven headline templates is the single most valuable tool in a copywriter's arsenal.

Here are the six headline formulas I use most frequently across sales pages, ads, emails, and landing pages:

The "How To" template: "How to [Desired Result] Without [Common Objection]." Example: "How to Double Your Conversion Rate Without Increasing Your Ad Spend." This works because it promises actionable value while pre-empting the reader's primary hesitation.

The numbered list template: "The [Number] [Things] That [Outcome]." Example: "The 7 Email Sequences That Generated $2.3M Last Year." Numbers add specificity and set clear expectations.

The result-plus-timeframe template: "[Specific Result] in [Timeframe]." Example: "327 New Leads in 30 Days From a Single Landing Page." A timeframe makes the result tangible and achievable.

The contrarian template: "Why [Common Practice] Is [Wrong/Costing You]." Example: "Why Your A/B Tests Are Giving You the Wrong Answer." Challenges the reader's existing beliefs and creates irresistible curiosity.

The "without" template: "[Impressive Result] — Without [Expected Sacrifice]." Example: "$50K/Month in Recurring Revenue — Without Cold Calling or Paid Ads." Removes the anticipated cost of the desired outcome.

The direct-address template: "[Audience]: Here Is How to [Result]." Example: "E-Commerce Founders: Stop Losing Money on Non-Converting Product Pages." Calling out the audience by name creates instant relevance.

For the complete breakdown of 15 headline formulas with examples, see my headline formulas guide.

6. The Ad Copy Template

Advertising copy operates under extreme constraints — limited characters, fleeting attention, and a reader who is actively trying to ignore you. The ad copy template must earn attention, build desire, and drive a click in the space of a few sentences. Everything I have learned about writing effective ad copy comes down to this compressed structure.

Line 1 — The Hook: A pattern interrupt that stops the scroll. This can be a question that names the reader's problem, a surprising statistic, or a provocative statement. You have less than two seconds. If line one fails, the ad fails.

Line 2-3 — The Bridge: Connect the hook to your offer. Identify the problem or desire, then transition to the solution. This is a compressed version of the PAS formula — problem and agitation in a sentence, solution in the next.

Line 4 — The Proof: A single proof element that adds credibility. A specific number, a recognisable name, a result. "Used by 12,000+ e-commerce brands" or "Generated $4.7M in the last 90 days."

Line 5 — The CTA: A clear, specific call to action. Not "Learn More" but "Download the Free Template" or "Watch the 3-Minute Demo." Specificity in the CTA increases click-through rates because it sets clear expectations.

This template applies to Facebook ads, Google ads, LinkedIn ads, and native advertising. The length and formatting vary by platform, but the persuasion sequence remains constant: hook, bridge, proof, action.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

7. The Guarantee Template

The guarantee is one of the most undervalued sections in any piece of sales copy. A strong guarantee does not just reduce refunds — it actively increases conversions by removing the buyer's last psychological barrier. After 30 years of writing sales copy, I can tell you that upgrading the guarantee is often the single fastest way to lift conversion rates.

Here is the template I use for crafting guarantees that convert:

Name the guarantee: Give it an identity. "The 90-Day Iron-Clad Results Guarantee" is more powerful than "Money-back guarantee." A named guarantee feels like a product feature, not a legal obligation.

State the terms clearly: How long does the guarantee last? What qualifies for a refund? Remove all ambiguity. Confusion kills conversions.

Reverse the risk completely: The reader should feel that the risk of buying is zero — or even negative. "If this does not work for you, you get every penny back and you keep the bonuses" puts the risk entirely on the seller.

Add a confidence statement: Explain why you can offer such a strong guarantee. "I can offer this guarantee because 94% of clients see measurable results within the first 30 days." This transforms the guarantee from a safety net into a proof point.

Close with reassurance: "You have nothing to lose and everything to gain." Simple. Direct. Effective.

The guarantee template works across sales pages, sales letters, VSL scripts, and even email closes. The format may change but the psychology is universal: people buy more when they feel safe.

8. The Sales Letter Template

The sales letter is the original direct-response format — and the template behind it has generated more revenue than any other format in marketing history. While digital sales pages have taken over in many contexts, the sales letter template remains the foundation that everything else is built on. Understanding this template is understanding the DNA of persuasion.

The Johnson Box / Pre-head: A brief statement above the headline that pre-qualifies the reader or teases the core benefit. Not every sales letter uses one, but when deployed well, it increases readership of the headline itself.

The headline: The single most important line. It must stop the reader and earn the next sentence. For sales letters, longer, more specific headlines tend to outperform shorter ones — because the reader needs enough information to decide whether the letter is worth their time.

The lead (first 300-500 words): This is where the letter is won or lost. The lead must hook the reader emotionally, demonstrate understanding of their problem, and create enough momentum to carry them into the body. The four proven lead types are the story lead, the problem lead, the secret lead, and the proclamation lead.

The body: The persuasion engine. Problem agitation, mechanism, proof, and credibility are woven together in a sequence that builds desire progressively. Every paragraph must earn the next paragraph.

The offer: A clear, stacked presentation of what the buyer receives and what it costs. The perceived value should dramatically exceed the price.

The close: Guarantee, urgency, and a direct call to action. The best closes restate the core benefit and the cost of inaction in a single, compelling paragraph.

The P.S.: The second most-read element after the headline. Use it to restate the strongest benefit, reinforce urgency, or introduce a bonus that was not mentioned in the body. Many buyers read only the headline and the P.S. before deciding — so both must stand alone as complete selling arguments. For real-world examples, see my sales letter examples guide.

9. The Swipe File Template

This is a meta-template — a framework for extracting templates from proven copy. Every template in this guide was originally derived from studying what worked, and building a swipe file is how you continue to discover and refine new frameworks throughout your career.

Step 1 — Collect: Save every piece of copy that catches your attention or that you know has generated results. Ads that have run for months. Emails that made you click. Landing pages that made you buy. Longevity in direct response is proof of performance.

Step 2 — Deconstruct: For each piece, map the structure. What comes first? What comes second? Where is the proof? Where is the close? How is the transition handled between sections? Strip away the specific language and identify the underlying architecture.

Step 3 — Annotate: Write notes about why each piece works. Which copywriting formula is it using? What psychological triggers are being deployed? What makes this version more effective than similar pieces?

Step 4 — Extract patterns: After deconstructing dozens of pieces in the same format, the patterns become clear. The common elements that appear in every winning VSL, every high-performing email, every top-converting landing page — those patterns are your templates.

Step 5 — Test and refine: Apply the extracted template to a real project and test it against live traffic. The template that works in theory is worthless until it converts in practice. Iterate based on data, not assumptions.

This is how every professional copywriter builds their template library over a career. It is not a shortcut — it is a practice that compounds in value over decades.

10. When to Break the Template

The most important template lesson is knowing when to abandon one. Templates are starting points, not destinations. They ensure you do not skip critical persuasion elements, but they should never make your copy feel formulaic, predictable, or generic.

Break the template when:

Your audience is template-aware. Sophisticated markets — marketers, entrepreneurs, anyone who has seen hundreds of sales pages — recognise template-driven copy instantly. For these audiences, breaking the expected pattern is often more persuasive than following it.

The offer does not fit the structure. Not every product follows the same persuasion sequence. A luxury brand sells differently than a health supplement. A $50,000 consulting engagement requires a different approach than a $27 e-book. Let the offer dictate the structure, not the other way around.

Testing reveals a better approach. If your data tells you that a non-standard structure outperforms the template, trust the data. The template is a hypothesis. The split test is the verdict. This is the core principle of conversion rate optimization — test, measure, and let the numbers guide your decisions.

You have earned the right to break the rules. The copywriters who break templates most effectively are the ones who understand them most deeply. You need to know the rules before you can break them intelligently. Study the proven formulas until they are second nature — then you will know instinctively when a situation calls for something different.

The goal is never to write copy that looks like a template. The goal is to write copy that converts like one — while reading like something the prospect has never seen before.

Getting Started With Templates

Templates are tools, not talent. They give you a proven starting point and ensure your persuasion sequence is complete. But the copy that fills the template — the research, the voice-of-customer language, the emotional resonance, the proof — that is where results are won or lost.

Start with the template that matches your most immediate need. If you are building a sales funnel, start with the sales page template. If you are launching an email campaign, start with the email sequence template. If you are running paid traffic, start with the ad copy and headline templates. Whatever you choose, fill the template with original research, test it against real traffic, and iterate based on data.

If you need help applying these templates to a specific project — or if you want a copywriter who has spent 30+ years refining these frameworks across every major market and format — book a free strategy call to discuss how we can put these proven structures to work for your business.