Building a compelling story is the key to winning the attention of your target audience, keeping them engaged, and eventually converting them into loyal customers for your business. However, it’s not as simple as it sounds. Copywriting formula examples
Luckily, there’s a formula for it.
Throughout the years, copywriting experts have developed various tried-and-true copywriting best practices into an easy-to-apply formula. The best copywriting formulas have a few things in common: it’s easy to use, can help new and experienced copywriters alike to quickly produce powerful copy, and has a successful track record.
By using these formulas, you don’t have to start from scratch every time you need to create a copy. It will help you generate ideas faster and eliminate the guesswork out of your copywriting process. So, without further ado, here are 5 proven copywriting formula examples that you can try.
1. Attention – Interest – Desire – Action (AIDA)
In copywriting, AIDA is a well-known formula that has been used by copywriters and marketers alike to create high-converting copy. By applying the AIDA formula, you create a psychological ‘slippery slope’ for your audience. Getting their attention, keeping them intrigued, creating desire for your offer, and motivating them to take action.
The first thing you need to do is to grab your audiences’ attention with captivating content, such as catchy headlines, video, or a hero image. After capturing their attention, you need to maintain their interest with clear, concise and compelling copy.
By showcasing your product’s benefits and how it can solve the audience’s problems, you can create a desire around your product. You can also add some proof like testimonials or data to support your claim. Finally, you have to build a sense of urgency around your offer and call your audience to take action using a clear and powerful call to action.
2. Before – After – Bridge (BAB)
To create a perfect copy, it’s important to touch on both the pain and pleasure points of your audiences — luckily, the BAB formula can do both!
You can apply this formula in 3 simple steps. First, you need to mention the problems and pain points that your audience is struggling with, this is the “Before” section. Doing this will show that you’re able to understand their problems and cultivate the need for solving them.
After that, illustrate a bright future in which they have solved their problems or achieved their goals. This will give them another push that will lead them to your direction. After contrasting the two scenarios, the last step is to build a “Bridge” showing them how to cross over from the “Before” to the “After” — this is where your solution will come into play.
3. Problem – Agitate – Solution
Another go-to copywriting formula is PAS: Pain, Agitate, Solution. Unlike the BAB (Before – After – Bridge) formula where it describes a life without the problem (the “After” part), this formula describes life if the problem were to persist (the “Agitate” part).
When using this formula, you should focus on highlighting your audience’s problems and pain points. Doing this will make them feel understood and will establish an instant connection with you. After identifying the pain points, the next step is to put the salt onto the wound. This will tap into the audience’s emotions and create a sense of urgency to resolve the problem — priming the audience for your next move.
Your next move is to present a solution to their problems. Talk about other solutions they may have already tried, and why your solution is different and better than others. Allow your audience to visualize the desired result and add proof to make your claim more believable.
4. The 4Ps
The 4Ps consist of Picture, Promise, Proof, and Push. This formula provides more expansive elements than AIDA, BAB, and PAS, which is why it is favored by many top copywriters.
Here’s how it works. First, you need to paint a vivid picture for the audience. The best way to do this is to have the audience envision themselves enjoying the benefit or desired outcome that they will get if they use your products or services. Next is the “Promise” phase, which is designed to not only catch the attention of your audience but also emphasize why they should listen to your offer.
After providing foundational information in a way that’s easy for the audience to comprehend, now it’s time to back up your claim with supporting proof. This could be statistics, testimonials, or any form of evidence that shows how your features deliver the benefits you claim. The last and the most important phase is the “Push”. This is where you will need to create a sense of urgency and ask your audience to purchase your product by using a powerful call to action.
5. Feature – Advantages – Benefits (FAB)
Another popular copywriting formula is the FAB (Features – Advantages – Benefits).
Features mainly describe what your product can do, or what kind of services you can provide for your clients if you’re in a service-based business. After mentioning what is the function of your product or service, you need to communicate to your audience why this is helpful or important — this will be the Advantage section.
Finally, we need to connect the features and advantages of your product or service by explaining the benefits it provides for your target audience.
So, those are the 5 copywriting formula examples that can make your writing process easier. Need help applying these formulas to your copy?
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