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A 4-Step Copywriting Structure: Lessons from a Math Teacher

  • 5 min read


When I first took you through the journey of Aishatu Samaila, it appealed to you, and you loved it. Thank you for your incredible support. I took that account a notch higher and turned it into an imaginary copy. Let’s assume Teacher James is now a retired teacher (as he indeed is) who now creates easy-to-understand math courses for students who hate math. I invite you to have fun creating a copy for him with this tried-and-tested 4-step structure:

  1. – The hook
  2. – The plot
  3. – The Solution
  4. – The call to action (CTA)

Let’s go:

Revealed! 3 Phenomenal Methods to Ace Your AMC Even if You Hate Math.

I’m going to let you in my secret methods for acing your AMC even if you hate Mathematics.

When I first taught Aishatu Samaila, she dreaded math and couldn’t understand even the most straightforward sums. Her performance was miserable. She had lost hope.

Until then, teaching her felt like a wild goose chase until I discovered this tested-and-proven method that helps you ace your AMC even if you hate math.

With this simple method, Aishatu became the poster child of Mathematical proficiency and went on to clinch the 2019 AMC 10 awards.

Tap to reveal.

Copywriting Lessons from a Math Teacher

The hook: According to a 2016 Buffer report, 55% of readers will read a blog post for 15 seconds or less. Another report says 35% will skim through looking for key items.


That’s why you need to give your audiences a reason to stop and read your headline. It has to capture their attention from the beginning and get them craving for more. For example, our sample copy appeals to our curious nature. We want to peel behind the curtains to know the secrets. “Revealed! 3 Methods to ace your AMC, even if you hate Math.”

Another example:  7 Tips to Plug the Leaks in Your Architecture Firm. This headline, like the first, is ultra-clear and compelling. It uses numbers, is clear about the offer, and makes a bold promise. The chances are high that your target audience, parents whose children struggle with math and founders in the architectural field, would want to learn more.

The plot: Also called the story, is your chance to introduce your target audience to the hero, take them through her journey and highlight her pain points. Here is your cue to make them feel the emotions and trigger the brain to release powerful hormones to make your story unforgettable.

Here, you keep them reading as you paint vivid word pictures of the struggle. In our sample copy, “she dreaded math, and teaching her felt like a wild goose chase.” We feel the characters’ frustrations through words like dread and wild goose chase.

Another example I love is the plot on the “About” section of Sandra Vallejo’s profile. “It was a local pastry shop, and my siblings and I would often go there to buy sweet treats. Their cakes were the most delicious thing we knew. Sadly, the shop closed one day, and my father said it was due to poor business practices … I’ve seen some A&E firms struggle with the accounting and finance aspects of their business because their businesses lack systems, and I shudder to think how much revenue is lost and how many A&E firms go out of business as a result”.

Sandra takes her target audiences (Accountants and Engineers) on a journey. They can visualize not just the pains of the pastry shop owner but the potential consequences of revenue leaks from poor accounting processes. Naturally, they would want to multiply their revenue and proactively plug possible leaks.

The solution: Here, your hero has overcome those challenges with your proffered solution. In our example, Aishatu went ahead to ace her ACM by using Teacher James’ phenomenal methods.

In Sandra’s story, smart A&Es are leveraging her accounting services and hiring her to help them plug the leaks.

Call to Action (CTA): Up to this point, you have teased your target audience with your offer, and now they want some more. They can’t stop and are ready to learn more. So tell them how to do so. Guide them by using a great CTA to make them cross to the other end of the bridge. Great examples are: “Learn more.” “Be the first to know.” “Sign up.” “Give it a try.” “Join.”

Have a story-filled week.

P.S. I share actionable tips on brand storytelling and copywriting everyday here