5 Copywriting Formulas You Need To Know

In today’s fast-paced digital landscape, attention is the most valuable currency. Whether you’re writing social media captions, email newsletters, or website landing pages, the words you choose can determine whether your audience scrolls past—or stops, clicks, and engages.

This is where copywriting formulas come in. In this article, you’ll explore five timeless and highly effective copywriting formulas designed to elevate your content, capture attention, and increase audience interaction. Think of them as your toolkit for persuasive communication.

Why Do You Need Copywriting Formulas?

Copywriting formulas act like blueprints for persuasion. Instead of starting from scratch every time you write, you can lean on these tried-and-tested structures that are proven to motivate readers.

At their core, these formulas guide you to:

• Identify your audience’s needs and pain points.
• Present your product or service as the solution.
• Lead the reader toward a desired action (purchase, subscription, share, etc.).

And the best part? You already encounter these formulas every day—on billboards, in-store promotions, Instagram ads, email subject lines, and product pages. The reason marketers use them so widely is simple: they work.

How Do Copywriting Formulas Help You?

Using structured copywriting frameworks isn’t just about making your writing easier. It directly impacts how effective your content is. Here’s why they matter:

• Structured Approach – Eliminates guesswork by giving you a clear framework to follow.
• Audience Engagement – Puts the spotlight on the reader’s needs, not just your product.
• Increased Conversions – Leads your audience step by step toward taking action.
• Consistency Across Platforms – Keeps your messaging aligned whether it’s on social media, email, or website copy.
• Efficiency – Saves time, so you can write faster without sacrificing quality.
• Clarity – Breaks down complex ideas into messaging that’s simple, direct, and digestible.

By mastering these formulas, you’ll write copy that not only grabs attention but also motivates readers to act.

5 Copywriting Formulas to Begin With

There are dozens (if not hundreds) of formulas floating around, but most are variations of the same fundamentals. Mastering these five core formulas will give you a strong foundation to adapt to almost any marketing channel.

1. AIDA (Attention – Interest – Desire – Action)

AIDA is the classic copywriting formula—and for good reason. It mirrors the psychological journey your audience takes before making a decision.

1. Attention – Start with a hook: bold statements, striking visuals, or thought-provoking questions.
2. Interest – Build curiosity by connecting with the reader’s pain points or desires.
3. Desire – Show them how your product/service improves their life.
4. Action – End with a clear, compelling call to action.

Examples:

• Instagram Reel (Plexxie): Grabs attention with vibrant visuals, sustains interest through storytelling, creates desire by addressing benefits, and ends with a subtle CTA like “Follow for more.”
• Apple’s Website: Attention through bold visuals, interest via feature highlights, desire by showcasing design options, and action through “Learn More” or “Buy” buttons.

Why it works: AIDA ensures your copy always takes the reader somewhere instead of leaving them hanging.

2. PAS (Problem – Agitate – Solution)

PAS taps into emotions—the strongest motivator for action. By amplifying a reader’s pain points, then offering relief, this formula makes your message instantly relatable and urgent.

1. Problem – Identify the issue clearly.
2. Agitate – Make the problem feel urgent by highlighting its negative consequences.
3. Solution – Position your product/service as the fix.

Examples:

• Lynx Deodorant Campaign: Problem = body odor. Agitate = embarrassing situations. Solution = deodorant that boosts confidence.
• Grammarly’s YouTube Ad: Problem = writing errors. Agitate = chaos (office flooding visual). Solution = Grammarly to “save the day.”

Why it works: By making the problem feel personal, the solution becomes irresistible.

3. BAB (Before – After – Bridge)

BAB is all about transformation. It paints a vivid “before” and “after” picture, then bridges the gap with your product.

1. Before – Current struggle or pain point.
2. After – The positive result after using your product.
3. Bridge – How your offering makes the transformation happen.

Examples:

• Dorra Slimming: “Before” = struggles with body image. “After” = slimmer, more confident. “Bridge” = Dorra’s treatments.

• Nourkrin TikTok Video: “Before” = thin hair. “After” = visible regrowth. “Bridge” = Nourkrin hair pills.

Why it works: People are motivated by seeing the end result they want—your product becomes the vehicle to get there.

4. The 4 Cs (Clear – Concise – Compelling – Credible)

Perfect for short-form content, the 4 Cs keep your copy sharp, persuasive, and trustworthy.

1. Clear – Simple, easy-to-understand language.
2. Concise – Get to the point quickly.
3. Compelling – Engage with relevance and appeal.
4. Credible – Back up claims with proof.

Examples:

• Plexxie’s Instagram Guide: Clear visuals, concise text, compelling design, credible updates (“2024 Updates”).

• Montigo’s Lunchbox Ad: Clear product messaging, concise copy with icons, compelling design elements, credible trust-building features like “BPA-Free.”

Why it works: In a world of shrinking attention spans, the 4 Cs ensure your message cuts through noise instantly.

5. FAB (Features – Advantages – Benefits)

FAB is a formula that helps you go beyond “what” your product does to “why it matters.”

1. Features – The specifics of your product/service.
2. Advantages – Why those features are useful.
3. Benefits – How it directly improves the reader’s life.

Examples:

• Canva’s Product Updates: Features = new design tools. Advantages = faster workflows. Benefits = saves users time and makes them more creative.

Why it works: FAB is excellent for skeptical audiences. It connects technical details to emotional payoffs, making your message persuasive and relatable.

Conclusion

By mastering AIDA, PAS, BAB, the 4 Cs, and FAB, you’ll have a toolkit that works across almost every marketing channel.

• Use AIDA when you want to guide readers step by step.
• Try PAS to emphasize pain points and urgency.
• Apply BAB when highlighting transformation.
• Stick to the 4 Cs for clarity and simplicity.
• Use FAB to showcase real value in terms your audience cares about.

Each formula has its strengths, and the best copywriters know when to use the right one for the right audience.

Now, the next time you sit down to write copy—whether it’s for a caption, a blog headline, or a landing page—you won’t be staring at a blank screen. Instead, you’ll have a set of proven frameworks that save time, boost engagement, and drive results.

Your action step? Pick one formula today and try applying it to your next post or campaign. The difference in clarity, persuasion, and engagement may surprise you.