The 7-Step Formula for Writing Copy That Sells

The 7-Step Bob Stone‘s Gem Copywriting Formula for Crafting Copy That Converts in 2024

The year is 2024. Marketing technology, tactics and channels continue to rapidly evolve. But one thing remains as true as ever – the written word is still one of the most powerful tools for influencing and persuading an audience to take action.

Whether you‘re writing a sales page, an email campaign, a Google Ad or a social media post, understanding the time-tested fundamentals of direct response copywriting is key to driving conversions and revenue. And there are few better places to start than with the classic 7-step "Bob Stone‘s Gem" formula.

What is Bob Stone‘s Gem Copywriting Formula?

Bob Stone was a legendary direct marketer and copywriter who pioneered many of the tactics and techniques still used today. Over his career, he wrote countless winning sales letters, postcards, brochures and space ads selling everything from magazines to seminars to insurance plans.

Stone was meticulous in testing and optimizing his copy. Through this, he developed a proven 7-step formula for structuring persuasive sales messages. He found that by following this sequence, he could reliably hook the reader‘s attention, keep them engaged, and compel them to take action at a much higher rate.

The Bob Stone‘s Gem formula can be broken down into these 7 core components:

1. Begin with the strongest benefit to the reader. What‘s the #1 thing your product or service can do to improve their lives? Lead with that.

2. Expand on the most important benefit. Go into more detail on what makes your main benefit so impactful and compelling. Paint a picture in the reader‘s mind.

3. Explain exactly what the reader will get. Now that you‘ve established the benefit, spell out the specific features and details of your offer.

4. Back up your claims with proof. Lend credibility to your copy by including data, testimonials, case studies or other supporting evidence.

5. Tell them what they stand to lose if they don‘t take action. Tap into loss aversion and FOMO by highlighting the reader‘s potential pain points or missed opportunities.

6. Summarize the key benefits. Recap the most persuasive and enticing points you covered. Make the value crystal clear.

7. Present a clear call-to-action. Tell the reader exactly what you want them to do next to take advantage of your offer. Make it specific and easy.

Here‘s a hypothetical example of Bob Stone‘s Gem in action for a fitness app:

"Introducing FitPro X – the all-in-one training app that makes sticking to your workouts and reaching your fitness goals virtually automatic. (Benefit)

Imagine having a world-class personal trainer in your pocket 24/7, creating customized workout plans based on your goals, scheduling your training sessions, and guiding you through every rep. Now you‘ll never fall off track again. (Expand)

With FitPro X, you‘ll get access to a massive library of on-demand workouts for home or the gym, tailored meal plans, weekly progress tracking, and a supportive community of fellow members to keep you motivated. (Explain)

Over 50,000 users have already gotten into the best shape of their lives with FitPro X. Jessica D. from Portland lost 30lbs and ran her first triathlon within 6 months of downloading the app! (Proof)

If you keep spinning your wheels with subpar workout apps or aimless trips to the gym, another year will slip by without progress toward your fitness goals. Don‘t wake up a year from now wishing you had started today. (Loss)

FitPro X makes expert training, nutrition, and accountability as simple as checking your smartphone. It‘s never been easier to get fit and stay fit for life. (Summarize)

Download the FitPro X app now and use code STRONGSTART to get 20% off your first year. You‘ll be amazed at the transformation you see and feel in a matter of weeks. (CTA)"

Putting the Bob Stone‘s Gem Formula to Work in 2024 and Beyond

While the Bob Stone‘s Gem formula was originally developed for direct mail campaigns, the underlying psychological principles are universal. The 7-step structure works just as well for any type of conversion-focused copy, from emails to ads to landing pages.

In fact, some of the biggest brands and most successful digital marketers still swear by this sequence today. For example:

• Ramit Sethi, the New York Times bestselling author and founder of I Will Teach You to Be Rich, uses a version of this formula for almost every piece of sales copy. You can see the steps play out clearly on his online course sales pages.

• Brands like Casper, Dollar Shave Club, and Warby Parker employ similar storytelling structures on their ecommerce sites to drive purchases. They lead with benefits, overcome objections, provide social proof, and make the next steps crystal clear.

• Countless landing page builders and templates follow the Problem-Agitate-Solution (PAS) format, which lines up closely with Bob Stone‘s steps. The idea is to highlight the reader‘s pain points, stir up emotions around the negative consequences, and position your offer as the answer.

So why does this formula continue to work so well, after nearly 60 years? It comes down to simple human psychology:

We‘re hardwired to pursue pleasure and avoid pain. By leading with benefits, the Bob Stone formula taps into our desire for positive transformation.

We look to others to guide our behavior. Providing social proof builds trust and makes us more likely to take action.

We hate missing out on a good thing. Agitating the problem and potential losses compels us to seize the opportunity before it‘s too late.

In short, the structure just makes intuitive sense for how we prefer to receive and process persuasive information. Following the sequence allows you to take the reader on an engaging journey toward saying yes.

Tips for Making Bob Stone‘s Formula Your Own

While the 7 steps provide a great foundation, the key to success is in the execution. You need to fill in the blanks with relevant, engaging specifics that resonate with your unique audience.

Here are a few tips for putting your own spin on the formula:

1. Get crystal clear on your audience‘s biggest pain points, desires and emotional hot buttons before you start writing. The more you can speak directly to their felt needs, the more persuasive your copy will be.

2. Don‘t be afraid to write conversationally and let your personality shine through. Formal, generic copy tends to blend in. A distinct voice helps form an emotional connection.

3. Wherever possible, replace hype or cliches with specific details, imagery and storytelling. Generic claims are less believable than vivid descriptions.

4. Experiment with using analogies or contrasting "what is" with "what could be" to stir up dissatisfaction with the status quo before presenting your solution.

5. Play with different call-to-action formats, from simple buttons to detailed multi-step directions. As long as the next step is clear, there‘s room for creativity.

6. Consider using a P.S. after your main CTA to reinforce your most compelling points or offer one more reason to act now. Some of the best copywriters swear by always including a P.S.

Most importantly, put the formula into practice and test out different approaches to see what works best for your specific audience and offers. The more you write, the more natural weaving the various elements together will become.

Bob Stone‘s 7-step formula is by no means the only way to structure persuasive copy. But it is one of the most enduring and reliable frameworks out there. Master the fundamentals and make them your own, and you‘ll be well on your way to writing high-converting copy in 2024 and beyond.