7 main types of copywriting formulas

Copywriting formulas are structured frameworks that guide copywriters in creating persuasive and impactful marketing messages. They provide a systematic approach to crafting copy by outlining the key elements and sequencing them in a strategic manner. These formulas help capture attention, engage the reader, build desire, and prompt action, ultimately driving conversions and achieving marketing objectives.

Copywriting formulas serve as a blueprint to organize and structure your messaging effectively. They provide a foundation for crafting compelling headlines, captivating introductions, persuasive body copy, and strong calls to action. By following these formulas, you can ensure that your copy is focused, persuasive, and resonates with your target audience.

These formulas are based on fundamental principles of human psychology and consumer behavior. They leverage techniques such as storytelling, problem-solving, and emotional appeal to connect with the reader, address their needs and desires, and present your product or service as the solution.

Here are some main types of copywriting formulas:

1- Problem-Agitate-Solve (PAS):

This formula is particularly effective when you want to address a specific problem or pain point that your target audience is experiencing. It starts by clearly identifying and defining the problem. Then, it agitates the problem by emphasizing the negative consequences or frustrations associated with it. Finally, it presents the solution, positioning your product or service as the answer to the problem.

2- Features-Advantages-Benefits (FAB):

FAB is a formula that focuses on highlighting the key elements of your product or service. It starts by listing the features, which are the specific attributes or functionalities. Then, it explains the advantages of those features, highlighting how they address the needs or desires of your audience. Finally, it emphasizes the benefits that the customer will gain from using your product or service, such as time savings, cost reduction, or improved quality of life.

3- Before-After-Bridge (BAB):

BAB is a narrative-based formula that tells a story of transformation. It begins by describing the current situation or problem (Before) that your audience is facing. Then, it paints a vivid picture of the desired outcome or solution (After) that they aspire to achieve. Finally, it bridges the gap by explaining how your product or service can help them reach that desired transformation.

4- AIDA: Attention, Interest, Desire, Action:

This classic formula outlines the four essential stages of effective copywriting. It starts by capturing attention, generates interest in the product or service, builds desire by emphasizing its benefits, and finally prompts the reader to take action.

5- 4 Ps: Promise, Picture, Proof, Push:

This formula starts with making a compelling promise to the reader, then paints a vivid mental picture of the desired outcome or transformation, provides proof through testimonials or evidence to support the claims, and finally pushes the reader to take action.

6- Attention-Interest-Desire-Conviction-Action (AIDCA):

AIDCA is an extended version of the classic AIDA formula. After grabbing attention, generating interest, and building desire, this formula focuses on creating conviction. It provides convincing evidence, testimonials, or social proof to strengthen the reader’s belief in the product or service before prompting them to take action.

7- Storytelling:

While not a specific formula, storytelling is a powerful approach to copywriting. It involves using narrative techniques to engage the reader emotionally and create a connection. By crafting a story that resonates with the reader’s experiences, challenges, or desires, copywriters can effectively communicate the value of the product or service.

In summary, copywriting formulas are valuable tools for copywriters to create persuasive, engaging, and results-driven marketing messages. They provide structure, guidance, and a systematic approach to crafting copy that connects with your audience communicates the value of your offering, and motivates them to take action.

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