10 Tried-and-Tested Copywriting Formulas (& Examples)

The art of copywriting allows you to be creative and innovative, but it also thrives on structure and frameworks. As you develop your copywriting skills, you'll learn when to push boundaries and attract your audience in unique ways. Just like the famous painter Pablo Picasso said, "Learn the rules like a pro so that you can break them like an artist."

On the other hand, if you're new to copywriting, formulas can be a shortcut to writing compelling copy. This article will introduce you to ten of the most popular and effective copywriting formulas in the industry. You'll also learn how to apply them in your own marketing campaigns and see variations that others have created to fit their specific needs. Finally, we'll see these formulas in action with real-world marketing examples.

So, roll up your sleeves, and let's dive right in!

The Top 10 Copywriting Formulas (+ Examples)

1. Before-After-Bridge (BAB)

This formula is often used to create a sharp contrast between the current pain or problem your target audience is experiencing and the transformation they could achieve with your product or service. By highlighting these two opposing realities, you can show readers how your offering can bridge the gap and get them to their desired state.

Example:

Imagine a small business owner struggling to market their business. They don't know where to start and are afraid of spending thousands of dollars on trial and error. This feeling is contrasted with the idea of a business owner who can promote their business with little time or effort if they have the right tools and strategies. This is where your offer, perhaps a list of marketing tips, is introduced as the bridge to their success.

2. Problem-Agitate-Solve (PAS)

This is one of the most common frameworks in copywriting. It aims to acknowledge your readers' current struggles, building credibility with them. Then, you can use the agitation stage to emphasize the pain points and potential consequences of inaction. Finally, you introduce your solution as the answer to their problems.

Example:

An email from a coach might highlight the frustration coaches experience with clients who don’t follow through after sessions. This creates a sense of agitation, leaving both parties stuck. The solution? A masterclass specifically designed to address this challenge and equip coaches with techniques to help clients achieve transformations.

Variations Problem-Agitate-Solve-Transformation-Offer-Response (PASTOR)

Remember the concept of breaking the rules creatively? Here's a variation of the PAS formula: PASTOR. It expands on the original formula by including transformation, the offer itself, and a clear call to action that prompts the reader to take the next step.

3. Features-Advantages-Benefits (FAB)

This three-part formula is particularly effective for product descriptions, especially in e-commerce.

Example:

Let's say you're selling a computer to online gamers. A prominent feature might be 32 GB of RAM. However, most buyers may not understand the technical details. Here's where advantages come in. You can explain that higher RAM allows the computer to run more programs simultaneously. Finally, you transition to benefits, explaining how this translates to a seamless experience for gamers who can record and stream their gameplay without fear of the computer crashing.

4. The 4 Cs

The 4 Cs stand for Clear, Concise, Compelling, and Credible.

Clear: Your copy should be easy to understand, targeting a 5th-grade reading level and using a conversational tone. Concise: Eliminate unnecessary fluff. Focus on the benefits and craft a compelling message that motivates readers to take action. Compelling: Engage your readers and make them want to learn more. Credible: Build trust by demonstrating your understanding of their core problem, using social proof (testimonials), and fostering rapport throughout your copy.

5. Attention-Interest-Desire-Action (AIDA)

One of the most well-known marketing acronyms, AIDA has been around since 1898. It breaks down the sales process into its basic components.

Attention:Grab the reader's attention with a captivating hook to entice them to continue reading. Interest:Discuss a problem or challenge they are facing and how you can solve it. Desire: Build a strong desire for the product or service you're offering. Action:Present a clear call to action, prompting the reader to take the next step, such as booking a call, making a purchase, or registering for an event.

Variations: AIDCA, IDCA

There are variations of AIDA, with AIDCA and IDCA being two of the most popular.

AIDCA:

Variations: AIDCA, IDCA

• AIDCA adds another element, Conviction, which involves building trust and credibility through testimonials or social proof.
• IDCA prioritizes Desire over Interest. This variation works well when the target audience already understands the problem and is actively seeking solutions.

6. Danny Iny's 6+1 Formula

This formula is a bit more complex but can be really powerful in the right hands. It involves:

Unique Selling Proposition (USP): Why is your product or service different and better? Headline: A captivating hook that grabs attention. Story:Use storytelling to connect with your audience on an emotional level. Offer: Clearly explain what you're offering. Call to Action (CTA): Tell your audience what you want them to do next. Scarcity or Urgency (Optional): Create a sense of urgency by highlighting limited-time offers or limited quantities. Emotional Connection (Bonus): Weave emotions throughout your copy to resonate with your readers.

7. Ps Copywriting Formula

This formula is short and sweet, and perfect for headlines or short blurbs.

Problem: Briefly mention the problem your target audience is facing. Solution: Highlight how your product or service solves it.

8. ACCA Formula

This formula focuses on building trust and guiding the reader through a thought process. Awareness: Make your audience aware of the problem or opportunity. Comprehension: Explain the problem in detail and ensure your audience understands the situation.

1. Conviction: Build trust and establish yourself as the authority figure. Action: Prompt the reader to take the desired action.

9. Before-After-Bridge (BAB) Formula

We already discussed this formula earlier, but it's worth reiterating its effectiveness in contrasting the reader's current state with their desired state and positioning your offering as the bridge that gets them there.

10. SSS Formula

This formula is all about storytelling.

Star:Introduce the hero (your ideal customer) facing a challenge. Story: Unfold the journey of the hero, including their struggles and roadblocks. Solution: Present your product or service as the key to overcoming the challenges and achieving success.

See you later, 👋😊