10 Amazing Copywriting Formulas to Communicate Effectively

As the digital world is cramming up with new products and services every day, communication is proving to be a crucial differentiator for brands.

Copywriting is an indispensable part of effective communication on the web.

However, the pens of the business (aka copywriters) often struggle to articulate a persuasive message that yields impressive results.

Whether it is writer’s block or ideas all over the place, a proven structure can help you bring method to the madness.

We are about to dive into copywriting formulas!

What is a copywriting formula, and why use it?

A copywriting formula or a copywriting framework is a structured approach to writing content that helps you achieve specific objectives – be it writing for conversions or tightening up brand messaging.

The best part about using a framework is that it ensures your content flows logically, appeals to your intended audience, and ultimately leads to the desired result.

To give you a snapshot, it helps:

• Clearly communicate the key elements of your message, such as the problem your brand is solving, the benefits of the solution, and the call to action.
• Makes it easier for your readers to understand your message and increases the chances that they will take the desired action.
• Create a consistent structure for all your communications, making it easier to maintain a consistent tone and message across multiple channels.
• To build credibility and trust with your target audience and reinforce your brand messaging.

What’s even better is you can use these formulas to craft copy across communication touch points – landing pages, social media posts, online or print ads, video scripts, or wherever makes sense to you.

Let’s explore some of the most powerful copywriting formulas and see them live in action with examples.

To help you see how each formula is different, I am using an example of a hypothetical home decor brand, UpArtsy, that sells handmade pieces made of recycled paper.

1. AIDA

AIDA is a popular copywriting formula that outlines the four essential stages of a persuasive message: Attention, Interest, Desire, and Action.

The framework aims to guide copywriters in creating messages that capture and retain the reader’s attention, build interest, create desire, and prompt action.

• Attention: The first step is to catch the reader’s attention. You can accomplish this through attention-grabbing headlines, striking images, or bold statements that make the reader stop and take notice.
• Interest: Once you have the reader’s attention, the next step is to build their interest in the offered product or service. You can do this by highlighting the product’s unique features, advantages, or benefits and showing how it can solve the reader’s problems or meet their needs.
• Desire: Once you have captured the reader’s interest, the next step is to create a desire for the product or service. You can achieve this by highlighting the product’s benefits and demonstrating how it can help readers achieve their goals or fulfill their desires.
• Action: The final step is to drive the reader to take action, whether making a purchase, subscribing to a newsletter, or filling out a contact form. You can do this through calls-to-action (CTAs) that urge the reader to commit to the next step.

Here is an example to illustrate the AIDA framework.

Attention: Looking for unique and eco-friendly decor items for your home? Check out UpArtsy! 

Interest: UpArtsy creates one-of-a-kind decor pieces from upcycled paper, so you can add personality and sustainability to your space. Our handmade items are not only beautiful, but they also have a story to tell. 

Desire: Whether you're looking to spruce up your living room, office, or bedroom, UpArtsy has a range of options to choose from. From eye-catching wall hangings to charming paper sculptures, each piece is crafted with love and attention to detail. And by choosing UpArtsy, you're not only making your space more beautiful, but you're also doing your part to help the environment. 

Action: Head to our website now to browse our collection and find the perfect handmade decor items to make your space pop! Plus, for a limited time, get 20% off all your orders.

2. PAS

PAS is a copywriting formula that stands for Pain, Agitate, and Solve or Problem, Agitate, and Solution.

It first identifies a problem faced by the target audience, then agitates the problem to make it more pressing, and finally presents a solution that addresses the problem.

• • Problem: Begin by identifying the problem that the reader is facing. This is an opportunity to empathize with the reader and show that you understand the challenge they are experiencing.
  • Agitate: Once the problem is identified, it’s essential to agitate it by highlighting the negative consequences of not taking action. This helps to build up a sense of urgency and increases the reader’s motivation to find a solution.
  • Solution: Finally, offer a solution to your identified problem. Highlight how your product or service can help to solve the problem and provide a clear and compelling call to action that encourages the reader to take action.

Here’s an example to illustrate the PAS framework:

Problem: Are you tired of bland, mass-produced decor items that lack personality and character?

Agitate: Do you want to make your space unique and reflective of your style, but don't want to contribute to the overconsumption and waste generated by the fast-fashion industry?

Solution: UpArtsy is what you’ve been looking for! Our handmade decor items are crafted from upcycled paper, giving new life to materials that would otherwise end up in landfills. So why settle for boring, generic decor items when you can make a statement with UpArtsy? 

Visit our website today to check out our collection and add a touch of personality and sustainability to your space.

3. BAB

The Before-After-Bridge copywriting formula helps structure a persuasive sales message that highlights the transformation a customer can experience before and after using a product or service.

The framework consists of three parts:

• • • Before: This part of the framework focuses on the current situation or problem that the customer is facing. It is essential to identify the pain points and challenges the customer is experiencing in their current situation.
    • After: This part focuses on the transformation the customer will experience after using the product or service. It highlights the benefits and positive changes the customer will experience, such as increased productivity, more significant results, or improved quality of life.
    • Bridge: This is where the connection is created between the before and after sections. It highlights how the product or service can address the customer’s pain points and provide the desired transformation. This section offers evidence and reasons the customer should choose the product or service.

Here’s the BAB framework in action.

Before: Imagine feeling frustrated and overwhelmed by a cluttered and disorganized workspace. You struggle to focus and find what you need, and it's taking a toll on your productivity.

After: Now imagine a workspace that's tidy, organized, and optimized for productivity. You have everything you need at your fingertips, and you can focus and work efficiently.

Bridge: UpArtsy's handmade paper organizers and desk accessories can help transform your desk from cluttered to tidy and charming instantly. Our products are not only aesthetic but also super functional, bringing a touch of practical style to your workspace.

4. The 4 Ps

The 4 Ps copywriting formula is a simple yet effective way to create a compelling marketing message. It consists of four essential components: Promise, Picture, Proof, and Push.

Each component plays a crucial role in capturing the audience’s attention, keeping them engaged, and ultimately driving them to act.

• • • The first P, Promise, is about making a bold claim that captures the audience’s attention and sets expectations for what the product or service can do for them. It’s a statement that appeals to their desires, hopes, or dreams. It should address the problem the product or service solves and explain how it can improve the audience’s life better or easier.
    • The second P, Picture, is about creating a vivid mental image in the audience’s mind of their life after using the product or service. The Picture should help the audience visualize how their life will be transformed or improved and what they can expect.
    • The third P, Proof, provides evidence that the Promise is true and that the product or service can deliver on its claims. Proof can come in many forms, such as customer reviews, testimonials, case studies, or statistics. It should address any objections the audience may have and alleviate any doubts or concerns.
    • The fourth P, Push, is about motivating the audience to take action. Push can come in the form of a limited-time offer, a discount, a free trial, or any other incentive that encourages the audience to take the next step. It should create a sense of urgency and scarcity and make the audience feel they are missing out if they don’t act now.

Here’s the 4 Ps framework in action for UpArtsy.

Promise: Transform your space into an eco-friendly haven with UpArtsy's unique and sustainable decor items.

Picture: Our one-of-a-kind handmade decor pieces made from upcycled paper will add a distinctive touch of elegance to your space, transforming it into a cozy and inviting sanctuary. 

From handcrafted flower vases to exquisite wall hangings, each piece is carefully designed and crafted to elevate your space's aesthetic while contributing to the environment. With UpArtsy, you can create a space that is both beautiful and sustainable, reflecting your style and commitment to the planet.

Proof: Don't just take our word for it. Our satisfied customers rave about the quality and style of our products. Check out our customer testimonials and before-and-after photos to see how UpArtsy has transformed spaces into stunning, eco-friendly living areas.

Push: What are you waiting for? Give your home a unique and sustainable touch with your exclusive UpArtsy piece. Plus, take advantage of our exclusive limited-time offer of 10% off your first purchase when you subscribe to our newsletter. 

Don't miss the chance to elevate your space while also being environmentally conscious.

5. SLAP

The SLAP copywriting formula is another simple and effective way to create a copy that captures the audience’s attention and compels them to take action.

It consists of four components: Stop, Look, Act, and Purchase.

• • • Stop: The first step in the SLAP framework is to Stop the prospect in their tracks. It’s about creating a headline or an opening sentence that grabs the audience’s attention and compels them to keep reading. It should be provocative, intriguing, and relevant to the audience’s needs and interests, making the audience stop scrolling and pay attention.
    • Look: The second step is to make them Look. It’s about creating a copy that keeps the audience engaged and interested in the product or service. It should be visually appealing, easy to read, and informative. Further, it should clearly and concisely explain the product or service, highlighting its benefits and unique features.
    • Act: The third step is to make them Act. It’s about creating a copy that motivates the audience to take action. It should provide a clear and compelling call to action that tells the audience what to do next and how to do it, creating a sense of urgency and encouraging the audience to act now.
    • Purchase: The final step is to get the Purchase. It’s about creating a copy that convinces the audience to buy the product or service. It should clearly and concisely explain the purchase process, price, and any additional incentives or benefits.

Here’s how we can apply SLAP to UpArtsy.

Stop: Transform Your Living Space with Upcycled Paper Decor - See How UpArtsy Does It!

Look: UpArtsy creates unique and sustainable decor items that add a touch of elegance to your space. Our one-of-a-kind handmade decor pieces made from upcycled paper transform your ordinary living space into a stunningly beautiful and eco-friendly haven. Each piece is carefully crafted to elevate your space's aesthetic while contributing to the environment.

Act: Shop UpArtsy's collection of handmade decor items and create a beautiful and sustainable space. Visit our website today and get 10% off your first purchase with the code 'UPCYCLE10'.

Purchase: At UpArtsy, we offer free shipping on all orders over $50, and our 30-day satisfaction guarantee ensures you'll love your purchase. Shop now and join the growing community of eco-conscious and stylish homeowners who choose UpArtsy for their decor needs.

6. QUEST

The QUEST framework is useful for creating persuasive marketing messages. It comprises five key components: Qualify, Understand, Educate, Stimulate, and Transition.

Each component serves a specific purpose in creating a compelling message.

• • • Qualify: The first step is to qualify the audience by identifying their needs, preferences, and pain points. This involves creating a clear picture of the target audience and understanding what motivates them to buy.
    • Understand: The next step is to understand the audience by empathizing with their situation and connecting with their emotions. This involves creating a message that resonates with the audience and speaks to their needs and desires.
    • Educate: The third step is educating the audience about the product or service by providing relevant and useful information. This involves highlighting the product or service’s features, benefits, and unique selling points.
    • Stimulate: The fourth step is to stimulate the audience by creating a sense of urgency and motivating them to take action. This involves using persuasive language and a clear call to action.
    • Transition: The final step is guiding the audience toward the next steps in the customer journey. This involves providing a clear and easy-to-follow path for the audience to take action.

Here’s how we can use the QUEST framework for UpArtsy.

Qualify: Are you looking for unique and sustainable decor items that reflect your eco-friendly values? Do you want to transform your living space into a stunningly beautiful and stylish haven without compromising the environment? 

UpArtsy offers one-of-a-kind handmade decor pieces made from upcycled paper that fit your sustainable lifestyle.

Understand: At UpArtsy, we understand the importance of having a living space that is both beautiful and eco-friendly. We know you want to surround yourself with decor items that reflect your values and personality while contributing to the environment. That's why we created a unique, stylish, and sustainable collection of handmade decor items.

Educate: Our products are made from upcycled paper, meaning they are both beautiful and sustainable. Each piece is carefully designed and crafted to add a distinctive touch of elegance to your living space. By choosing UpArtsy, you are not only getting a high-quality decor item but also contributing to the environment by reducing waste and promoting sustainability.

Stimulate: Shop UpArtsy's collection of handmade decor items today and transform your living space into a beautiful and eco-friendly haven. Don't miss out on our newbie offer - get 10% off your first purchase with the code 'UPCYCLE10'. 

Transition: Visit our website today and browse our collection of handmade decor items. With our easy-to-use online store, you can shop with confidence and enjoy free shipping on all orders over $50. 

Join the growing community of eco-conscious and stylish homeowners who choose UpArtsy for their decor needs. Start shopping now and experience the beauty and sustainability of UpArtsy.

7. A FOREST

A FOREST is a mnemonic device used to remember key elements of persuasive writing. It stands for Alliteration, Facts, Opinions, Repetition, Examples, Statistics, and Three.

You can use it as a copywriting formula to form a persuasive picture for the audience.

• • • Alliteration: Use similar sounds at the beginning of two or more words to create a memorable phrase or slogan.
    • Facts: Provide statistics or other factual information to support the argument or point being made in the copy.
    • Opinions: Share the opinions or testimonials of others to build credibility and trust with the audience.
    • Repetition: Repeat keywords or phrases throughout the copy to reinforce the message and make it more memorable.
    • Examples: Provide examples or anecdotes to illustrate the point and make the copy more relatable.
    • Statistics: Use numbers or data to add credibility and authority to the copy.
    • Three: Use repetition to highlight the three most important points in the copy, which can help the audience remember the key message.

Here’s an illustration of this framework for UpArtsy.

Alliteration: Introducing eco-friendly elegance with UpArtsy – where every item is a masterpiece made with upcycled paper.

Facts: Did you know that 50% of paper products are used only once before being thrown away? With UpArtsy, you can make a sustainable choice by bringing a touch of art and creativity into your home décor. 

Opinions: Our customers love UpArtsy's handmade decor items, which are not only visually stunning but also help reduce waste and promote environmental sustainability. 

Repetition: At UpArtsy, we believe that sustainable living should be a part of everyday life, and we're committed to creating unique and elegant decor items that help you make a difference. 

Examples: Our products include beautifully crafted paper lanterns, wall hangings, and other unique pieces that will transform any room into a sustainable work of art. 

Statistics: Every year, millions of tons of paper waste end up in landfills, contributing to environmental degradation. By choosing UpArtsy, you can help reduce this waste and positively impact the planet.

Three: Transform your space, transform the environment, and transform yourself with UpArtsy handmade decor items.

8. The 4 Us

The 4 Us is another powerful copywriting formula that focuses on four key elements to influence the reader to take action – Unique, Urgent, Useful, and Ultra-specific.

It helps create a persuasive message highlighting the unique benefits, creates a sense of urgency, showcases the product’s usefulness, and provides ultra-specific details to help the reader make an informed purchase decision.

• • • Unique: The message should communicate what makes your product or service different from others in the market. By highlighting the unique selling proposition (USP), the marketer can make the product more appealing to customers.
    • Urgent: The message should create a sense of urgency and encourage the customer to act. You can achieve this by emphasizing the scarcity of the product, the limited-time offer, or the exclusive deal.
    • Useful: The message should communicate the product’s or service’s practical benefits. You need to focus on what the product can do for the customer and how it can solve their problems.
    • Ultra-specific: The message should be ultra-specific and clear. You need to communicate the message in a way that is easy to understand and provides clear value propositions to the customer.

Here’s an application of the 4 Us framework to UpArtsy.

Make your home look great, reduce waste, and feel good with UpArtsy’s unique handcrafted upcycled decor! 

Our handmade decor items are crafted from upcycled paper, giving new life to materials that would otherwise end up in landfills. 

Whether you're looking for a statement piece for your living room or a stylish addition to your office, UpArtsy has a handmade decor item that's perfect for you. Our products are available in various styles and designs – a perfect match for your taste and needs. 

Don’t miss this opportunity to elevate your home with a sustainable and stylish decor item at 20% off. Grab your statement decor piece now!

9. FAB

FAB is a copywriting formula that focuses on the Features, Advantages, and Benefits of a service or product.

• • • Features are the characteristics of a product or service, such as its size, color, weight, and functions.
    • Advantages are how the features of the product or service solve a problem or satisfy a need.
    • Benefits are the outcomes or results a customer can achieve using the product or service.

You start by listing the features of the product or service. Then, explain how each feature provides an advantage to the customer, such as saving time or improving performance.

Finally, you describe the benefits the customer can expect to experience using the product or service, such as feeling happier or more productive.

The FAB framework is helpful because it helps focus on the specific ways in which a product or service can meet the needs and desires of the customer. By emphasizing the benefits of the product or service, you can create a more persuasive message.

Here’s the FAB framework in action for UpArtsy.

Features: Our handmade decor items are crafted from upcycled paper, giving new life to materials that would otherwise end up in the landfill. Each piece is unique and stylish, making it the perfect choice for those looking to make a statement with their decor. 

Advantages: By choosing UpArtsy, you can elevate your home with a sustainable and stylish decor item. Our products are environmentally friendly, helping to reduce waste and make a difference in the world. 

Benefits: Our handmade decor items not only look great, they also make you feel good. You can feel proud of your purchase, knowing that you're positively impacting the environment with a touch of style.

10. SSS

The Star-Story-Solution copywriting formula helps create a persuasive message using the following three elements.

• • • The first element, “Star,” focuses on the reader as the main character or hero of the message. By highlighting the reader’s needs and desires, the message can resonate with them and create a stronger emotional connection.
    • The second element, “Story,” tells a narrative that connects with the reader’s needs and desires. The message can build trust and empathy by painting a vivid picture of the reader’s problem and the benefits of the solution.
    • The third element, “Solution,” showcases the product or service as the answer to the reader’s needs and desires. By providing a clear and compelling solution, the message can motivate the reader to take action and make a purchase.

Here’s the SSS framework in action for UpArtsy.

Star: Make a bold statement with decor that embodies your style like never before. 

Story: Imagine being able to elevate your home with a unique, one-of-a-kind piece of decor that not only looks great but also makes you feel good. That's what you get with UpArtsy's handmade decor items crafted from upcycled paper - a perfect choice for aesthetics lovers and eco-friendly advocates. 

Solution: By choosing UpArtsy, you can elevate your home with a sustainable and stylish decor item. Our products are environmentally friendly, helping make a difference in the world while adding a touch of glamour to your home. You can feel proud of your purchase, knowing you're positively impacting the environment.

Are copywriting formulas still relevant with AI writing taking over?

If you’re a copywriter, you might wonder whether copywriting formulas are still relevant in the age of AI writing.

While AI can help generate content quickly, it lacks the creativity, intuition, and understanding of human emotions critical to effective copywriting. That’s where your knowledge of copywriting formulas can come in handy.

Using a framework, you can provide structure and clarity to your writing, making it easier for AI to assist you in generating content that meets your strategy and creativity.

To sum up

Effective copywriting is a critical component of any successful marketing or content strategy.

Leveraging the power of these copywriting formulas, you can differentiate yourself in a crowded marketplace and build lasting relationships with your target audience, engage them, and motivate them to act.

As a copywriter, these frameworks can help you structure your thoughts and the copy. If you use AI writing tools, these can help you generate far better content.

Either way, it may take some practice and experimentation, but the results will be worth it.

Try these formulas and see the difference they can make in your copywriting!