Introduction: What Are Copywriting Formulas and Why They Matter
Copywriting formulas are proven structural templates that guide the creation of persuasive marketing content. They provide reliable frameworks that help writers craft compelling copy that drives action. These formulas matter because they:
- Save time and eliminate writer’s block
- Leverage proven psychological principles that influence decisions
- Create consistent results across different marketing campaigns
- Help organize thoughts and maintain focus on the customer’s journey
- Work across various platforms and content types
Core Copywriting Principles
All effective copywriting formulas are built on these fundamental principles:
| Principle | Description |
|---|---|
| Attention | Capture interest immediately or lose the audience |
| Relevance | Connect directly to the audience’s needs and desires |
| Desire | Build emotional connection and intensify wants |
| Credibility | Establish trust through proof and authority |
| Clarity | Communicate simply without confusion |
| Urgency | Create reasons to act now rather than later |
| Call-to-Action | Direct the reader exactly what to do next |
Headline Formulas
Power Headlines
| Formula | Structure | Example |
|---|---|---|
| How-To | How to [Achieve Desired Outcome] | “How to Write Emails That Get 80% Open Rates” |
| Number-Based | [Number] Ways to [Achieve Desired Outcome] | “7 Ways to Boost Your Website Conversion Overnight” |
| Question | [Provocative Question That Targets Pain Point]? | “Is Your Landing Page Secretly Driving Customers Away?” |
| Fear-Based | [Negative Thing] Is [Negative Consequence]. Here’s How to [Solution]. | “Your Savings Are Disappearing. Here’s How to Protect Them.” |
| Curiosity Gap | [Intriguing Statement That Creates Knowledge Gap] | “The Unusual Morning Ritual That Made Me $30,000 Last Month” |
The 4 U’s Formula
For headline effectiveness, aim to include at least 3 of these 4 elements:
- Useful: Promises a benefit
- Ultra-specific: Uses precise details
- Unique: Offers something novel or different
- Urgent: Creates time pressure to act now
Classic Sales Copy Formulas
AIDA
Attention → Interest → Desire → Action
- Attention: Grab attention with a bold headline or shocking statement
- Interest: Build interest with relevant information and benefits
- Desire: Create emotional desire for your solution
- Action: Direct the reader to take a specific next step
Example:
“Stop Losing Customers at Checkout! (Attention) Our research shows that 73% of online shoppers abandon their carts due to complicated checkout processes. (Interest) Imagine recovering those lost sales and increasing your revenue by 30% this quarter with our streamlined payment solution. (Desire) Click here to get a free conversion audit and see how many sales you can recover. (Action)”
PAS
Problem → Agitate → Solution
- Problem: Identify the pain point your audience experiences
- Agitate: Intensify the pain by elaborating on its consequences
- Solution: Present your product/service as the perfect solution
Example:
“Is your team missing deadlines? (Problem) Missed deadlines lead to unhappy clients, lost revenue, and team burnout. Each day a project runs late costs the average business $1,500 in lost productivity. (Agitate) Our project management software helps teams deliver on time, every time, with automated workflows and accountability features that eliminate bottlenecks. (Solution)”
ACCA
Awareness → Comprehension → Conviction → Action
- Awareness: Make the reader aware of the problem or opportunity
- Comprehension: Help them understand the specifics and implications
- Conviction: Build belief that your solution is the right choice
- Action: Tell them exactly what to do next
BAB
Before → After → Bridge
- Before: Describe the current problematic situation
- After: Paint a picture of the ideal outcome
- Bridge: Position your product as the way to get from before to after
Example:
“Before: You struggle to create engaging content consistently. After: You have a steady flow of high-quality content that attracts and converts your ideal customers. Bridge: Our AI-powered content platform helps you generate, optimize, and schedule content in minutes instead of hours.”
The 4 P’s
Promise → Picture → Proof → Push
- Promise: Make a clear, compelling promise
- Picture: Help them visualize the benefits
- Proof: Provide evidence that your solution works
- Push: Motivate them to take action
Email Copywriting Formulas
SOAP
Subject → Opening → Advantage → Pitch
- Subject: Attention-grabbing email subject line
- Opening: Compelling first line that hooks the reader
- Advantage: Clear explanation of benefits
- Pitch: Call-to-action that drives conversion
Star-Chain-Hook
Star: Capture attention with a big idea or benefit Chain: Create a logical sequence of supporting points Hook: Present a compelling call-to-action
PASO
Problem → Agitation → Solution → Outcome
- Problem: Identify the pain point
- Agitation: Make them feel the pain more acutely
- Solution: Present your product as the solution
- Outcome: Describe the positive results they’ll experience
The 1-2-3-4 Formula
- What I’ve got for you
- What it will do for you
- Who I am
- What you need to do next
Social Media Copywriting Formulas
CURVE
Curiosity → Urgency → Relevancy → Value → Emotion
- Curiosity: Spark interest with a question or unusual statement
- Urgency: Create time pressure to act now
- Relevancy: Connect to current events or audience interests
- Value: Highlight clear benefits
- Emotion: Trigger emotional response
TEASE
Target → Empathize → Action → Share → Excite
- Target: Address your specific audience
- Empathize: Show you understand their challenges
- Action: Tell them what to do
- Share: Encourage sharing with others
- Excite: Create enthusiasm
The 4-1-1 Rule
- 4 educational/entertaining posts
- 1 soft promotion (like sharing a blog post)
- 1 direct promotion
Landing Page Formulas
PASTOR
Problem → Amplify → Story → Transformation → Offer → Response
- Problem: Identify the pain point
- Amplify: Intensify the consequences of not solving it
- Story: Share a relatable narrative
- Transformation: Show how life improves with your solution
- Offer: Present your product or service
- Response: Strong call-to-action
The 5-Point Landing Page
- Unique Selling Proposition: What makes you different
- Hero Shot: Visual representation of your product/benefit
- Benefits: Clear articulation of advantages
- Social Proof: Testimonials and validation
- Call-to-Action: What to do next
Ad Copy Formulas
FAB
Features → Advantages → Benefits
- Features: What your product has/does
- Advantages: Why those features matter
- Benefits: How they improve the customer’s life
Example:
“Our coffee machine has a programmable timer (Feature), so you can set it up the night before (Advantage), allowing you to wake up to fresh coffee without any morning hassle (Benefit).”
The 6+1 Formula
- Promise a benefit in the headline
- Expand on the benefit
- Tell the reader exactly what they’ll get
- Back up your promises with proof
- Tell them what they’ll lose if they don’t act
- Rephrase the benefits in your offer +1. Ask for action
Comparison of Popular Formulas
| Formula | Best For | Length | Emotional Appeal | Complexity |
|---|---|---|---|---|
| AIDA | General purpose, versatile | Medium | Medium | Low |
| PAS | Problem-centric situations | Short-Medium | High | Low |
| BAB | Transformational products | Short | Medium | Low |
| PASTOR | Detailed sales pages | Long | High | High |
| FAB | Product-focused marketing | Short | Low | Low |
| SOAP | Email marketing | Medium | Medium | Medium |
Common Copywriting Challenges and Solutions
Challenge: Generic Copy That Doesn’t Convert
Solution: Use audience research to identify specific pain points and desires, then address them directly using targeted formulas like PAS or BAB.
Challenge: Overwhelming the Reader with Too Much Information
Solution: Use the KISS principle (Keep It Simple, Stupid) and focus on one main message per piece of copy. Structure information with clear hierarchies.
Challenge: Weak Calls-to-Action
Solution: Be specific about the next step, create urgency, and reduce risk with guarantees or easy first steps.
Challenge: Copy That Sounds Formulaic
Solution: Customize formulas with your brand voice, use unexpected examples, and vary your approach across different pieces.
Challenge: Focusing Too Much on Features Instead of Benefits
Solution: For every feature, ask “So what?” until you reach the emotional benefit. Use the FAB formula to ensure you’re connecting features to customer outcomes.
Best Practices and Practical Tips
Research First, Write Second
- Spend 50% of your time researching your audience and their needs
- Collect voice-of-customer data from reviews, surveys, and support tickets
- Identify the exact language your customers use to describe their problems
Testing and Optimization
- A/B test different formulas for the same offer
- Focus on testing one element at a time (headline, CTA, etc.)
- Use data to refine your approach over time
Ethical Considerations
- Always be truthful about your product’s capabilities
- Avoid false scarcity or manufactured urgency
- Focus on genuine value rather than manipulation
Practical Tips
- Start with a proven formula, then adapt it to your voice
- Create swipe files of effective copy for inspiration
- Read your copy aloud to check flow and conversational tone
- Eliminate jargon and unnecessary words
- Use active voice and present tense for immediacy
Resources for Further Learning
Books
- Breakthrough Advertising by Eugene Schwartz
- The Copywriter’s Handbook by Robert Bly
- Building a StoryBrand by Donald Miller
- Web Copy That Sells by Maria Veloso
- The Adweek Copywriting Handbook by Joseph Sugarman
Websites and Blogs
- Copyblogger.com
- CopyHackers.com
- AWAIonline.com (American Writers & Artists Institute)
- MarketingExamples.com
- Swiped.co (swipe file collection)
Tools
- Hemingway Editor (readability)
- Grammarly (grammar and clarity)
- CoSchedule Headline Analyzer
- Answer the Public (question research)
- A/B testing platforms (Optimizely, VWO, Google Optimize)
Courses
- CopyHackers’ Copy School
- AWAI’s Accelerated Program for Six-Figure Copywriting
- Digital Marketer’s Copywriting Mastery
- CXL Institute’s Conversion Copywriting Course
Remember: The best formula is the one that works for your specific audience and offer. Test different approaches, measure results, and continuously refine your copywriting skills.