A 3-step copywriting formula that makes buyers take action

Marketing departments are missing goals left and right. Your marketing isn’t converting because the way you’re talking about your offer sucks.

Maybe you’ve tweaked form fields, added a video of your SDR in an email or even tossed in a digital Starbucks gift card. Still not working? Thought so. It’s not working because no one cares about your software, features or brand story. They care about themselves — what they get, what they can do and how it makes them look.

If you want conversions, stop pitching like it’s 2012. Forget the old formula — who we are, what we do, how we help, now buy. Here’s a new formula for B2B messaging that drives results.

1. Lead with: ‘What do I get?’

When someone lands on your page or reads your ad, they’re thinking, “What’s in it for me?” If they can’t answer that in five seconds or less, they’re gone. The first thing they need to see is how their life gets better. Ask yourself:

• What will they be able to do now that they couldn’t before? Example: “Launch a campaign in 3 clicks, no dev team needed.”
• How will it make them look? Example: “Your CMO will think you hired an agency.”
• Will they be seen as elite? Example: “Join the 2% of marketers who build demand without ad spend.”

Paint a picture that makes them the hero.

Dig deeper: How to craft a strong brand story with strategic copywriting

2. Show them: ‘How can I use it?’

Tell them how people are using your product or service successfully. The brain remembers stories, not facts. Use cases help buyers visualize themselves using your product. They move the offer from abstract to tangible, from “This might be interesting” to “I can see this solving my exact problem.” 

Examples:

• “One ops manager built a full lead scoring system in under 2 hours.”
• “A marketing director cut ad waste by 37% in Q1 alone.”
• “Our users call this the ‘silent closer’, because it works while you sleep.”

Give them a scene they can insert themselves into. That’s how you make your offer stick.

3. Handle their hesitations: ‘Why should I believe you?’

What is stopping them from buying? What are their concerns? What questions do they need answered? People don’t buy when they’re uncertain. 

The longer their doubts linger, the more likely they will ghost you. You already know the objections. So don’t pretend they don’t exist. Address them head-on:

Examples:

• “No IT? No problem. Onboarding takes under 30 minutes.”
• “Integrates with Salesforce, HubSpot and 100+ other tools.”
• “Tight budget? Start free. Pay only when it’s working.”

Show them that their doubts have already been solved. Build trust before they hit the pricing page.

Dig deeper: 3 must-follow marketing copy rules to win your prospects’ trust

TL;DR: It’s not the product — it’s the pitch

You’re not getting conversions because your copy is about you and no one cares. Want to fix it? Use this formula:

• What do I get? → How can I use it? → Why should I believe you?

Here’s how this formula would work for a hypothetical AI-powered campaign builder for B2B teams.

What do I get?

Build revenue-driving campaigns in hours, not weeks. Your marketing team will go from idea to execution without waiting on product, design or dev. Have time to focus on strategy, not running around the organization chasing assets.

How can I use it?

Need to launch a new nurture? Just upload your ICP and we’ll build the journey. Want social posts that align with your email campaign? Done! Auto-generated and scheduled. Weekly demand gen meeting tomorrow? Pull reports and insights in under five minutes.

Why should I believe you?

Companies like Clari, Chili Piper and Metadata use this to launch faster, get more engagement, and reduce campaign build time by 60%. There is no bloated onboarding, no extra headcount, just results. Try it free. Launch your first campaign by tomorrow.

Dig deeper: If your value prop sounds like everyone else’s, you’ve already lost