How to Use The CPB Copywriting Formula to Maximize Conversions

If you’re not using this copywriting framework, you’re throwing money down the drain!

Photo by Ben Maffin on Unsplash

The “Claim-Proof-Benefit” (CPB) formula is a powerful framework used in copywriting to structure persuasive messages.

It’s designed to do one thing:

Persuade.

Here’s a detailed breakdown of each component so you can use it in your own promotional material:

1. Start With a Bold Claim

This is your main statement or assertion about your product or service.

It should be clear and concise, highlighting a key feature or benefit.

Example: “Our new software increases productivity by 30%.”

2. Introduce Unquestionable Proof

After making your claim, you need to back it up with evidence or proof.

This reassures your audience and makes your claim more credible.

Proof can include data, statistics, testimonials, case studies, expert endorsements, or any factual information that supports your claim.