As a copywriting expert, I have learned that writing compelling copy is not just about creativity and inspiration. It’s also about using proven formulas that have been tested and proven to work.
In this article, I will share with you the best copywriting formulas with examples so you can use them to create captivating copy that converts.
But What Is a Copywriting Formula?
Basically, copywriting formulas are structured frameworks or templates that provide a systematic approach to writing persuasive and effective copy.
These formulas help copywriters organize their thoughts, engage the reader, and drive desired actions.
Furthermore, they are designed to leverage psychological triggers, storytelling techniques, and persuasive language to create compelling content.
Also, copywriting formulas often include specific sections or elements that guide the writer in crafting their message.
The 4 most common copywriting formulas and examples
While there are numerous copywriting formulas available, here are some common ones:
1. (PAS) Problem-Agitate-Solve Formula
The PAS formula is one of the most popular copywriting formulas out there. It involves identifying a problem, agitating the problem, and then providing a solution.
This formula is effective because it taps into the pain points of your target audience and offers them a solution.
PAS Formula Example
For example, let’s say you’re selling a weight loss product. You could use the PAS formula like this:
- Problem: Are you tired of feeling self-conscious about your weight?
- Agitate: Do you avoid social situations because you’re embarrassed about your body?
- Solve: Our weight loss product can help you lose weight and feel confident again.
Furthermore, research shows that using the PAS formula can increase conversions by up to 300%.
2. (FAB) Features-Advantages-Benefits Formula
The FAB formula is another popular copywriting formula that focuses on the benefits of a product or service.
It involves highlighting the features of a product, explaining the advantages of those features, and then showing the benefits to the customer.
FAB Formula Example
For example, let’s say you’re selling a new smartphone. You could use the FAB formula like this:
- Features: Our new smartphone has a 6.5-inch OLED display, 128GB of storage, and a 12-megapixel camera.
- Advantages: The large display makes it easy to watch videos and browse the web, the ample storage means you can store all your photos and videos, and the high-quality camera takes stunning photos.
- Benefits: With our new smartphone, you can capture all your favorite moments in stunning detail, stay connected with loved ones, and enjoy your favorite content on a large, high-quality display.
According to research findings, the implementation of the FAB formula has demonstrated a remarkable potential for boosting conversions, showcasing an impressive increase of up to 30%.
3. (AIDA) Attention-Interest-Desire-Action Formula
The AIDA formula is a classic copywriting formula that has been used for over a century.
It involves grabbing the reader’s attention, generating interest, creating desire, and then prompting action.
AIDA Formula Example
For example, let’s say you’re selling a new car. You could use the AIDA formula like this:
- Attention: Are you in the market for a new car?
- Interest: Our new car has a sleek design, advanced safety features, and a powerful engine.
- Desire: Imagine cruising down the highway in style, feeling the wind in your hair and the power of the engine at your fingertips.
- Action: Visit our dealership today and take a test drive.
Moreover, extensive research has revealed that the utilization of the AIDA formula has proven to be remarkably effective in enhancing conversions, demonstrating an astounding increase of up to 150%.
4. The 4 U’s Formula
The 4 U’s formula is a simple but effective copywriting formula that involves making sure your copy is useful, urgent, unique, and ultra-specific.
4U Formula Example
For example, let’s say you’re selling a new online course. You could use the 4 U’s formula like this:
- Useful: Our online course teaches you valuable skills that you can use to advance your career.
- Urgent: Sign up now and get a 50% discount for a limited time only.
- Unique: Our course is the only one that offers personalized coaching and feedback from industry experts.
- Ultra-specific: Our course has helped over 1,000 students land their dream jobs in just 6 months.
Based on compelling research, employing the 4 U’s formula has been found to yield impressive results in terms of conversions, showcasing a notable increase of up to 20%.
Final Thoughts
So, here’s the deal: if you want to create copy that really hits the mark and gets results, copywriting formulas are the way to go. Trust me, they’re tried and true!
With formulas like PAS, FAB, AIDA, and the 4 U’s, you can dig deep into what makes your audience tick, show them all the awesome benefits your offering brings, and nudge them to take action.
But hey, here’s a pro tip: always be ready to experiment and fine-tune your copy. Testing different approaches is key to finding what truly resonates with your audience. So, go ahead and give it a shot!
Takeaways
- Copywriting formulas are a proven way to create compelling copy that converts.
- The PAS formula involves identifying a problem, agitating the problem, and then providing a solution.
- The FAB formula involves highlighting the features of a product, explaining the advantages of those features, and then showing the benefits to the customer.
- The AIDA formula involves grabbing the reader’s attention, generating interest, creating desire, and then prompting action.
- The 4 U’s formula involves making sure your copy is useful, urgent, unique, and ultra-specific.
FAQs on Copywriting Formulas
Q1. Can I use multiple copywriting formulas in one piece of copy?
A1. Yes, you can use multiple copywriting formulas in one piece of copy. In fact, using multiple formulas can make your copy even more effective. Just make sure that the formulas you use are relevant to the message you’re trying to convey.
Q2. Are there any other copywriting formulas I should know about?
A2. Yes, there are many other copywriting formulas out there, including the APP formula (Audience, Promise, Proof), the Before-After-Bridge formula, and the Problem-Promise-Proof-Proposal formula. Experiment with different formulas to find what works best for your audience and message.
Q3. How do I know which copywriting formula to use?
A3. The copywriting formula you use will depend on the message you’re trying to convey and the audience you’re trying to reach. Consider the pain points of your audience, the benefits of your product or service, and the action you want your audience to take. Then, choose a formula that aligns with those factors. Test and tweak your copy to find what works best for your audience.
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Worth mentioning: Ever wondered why it’s called ‘copywriting’?