7 COPYWRITING FORMULAS THAT SELL
Great copy isn't about being creative. It's about following proven structures that move people to action. These 7 formulas have generated billions in revenue across every industry. Learn them once, use them forever.
AIDA
Attention - Interest - Desire - Action
The classic formula. Grab attention with a bold headline, build interest with facts, create desire with benefits, then ask for action.
EXAMPLE:
"Stop losing customers to slow websites. Sites that load in under 2 seconds convert 3x more. Our tool cuts load time by 70%. Try it free today."
PAS
Problem - Agitate - Solution
Identify the reader's problem, make them feel the pain of not solving it, then present your solution as the answer.
EXAMPLE:
"Your email list is collecting dust. Every day without a welcome sequence, you're losing $50+ in potential revenue. Our templates get you set up in 30 minutes."
BAB
Before - After - Bridge
Paint the current painful reality, show the dream outcome, then bridge the gap with your product or service.
EXAMPLE:
"You're spending 20 hours/week on content creation. Imagine cutting that to 5 hours while publishing more. Our AI workflow system makes it possible."
FAB
Features - Advantages - Benefits
List what your product does, explain why that matters, then show how it improves the customer's life.
EXAMPLE:
"AI-powered email writer (feature). Creates personalized emails 10x faster than manual writing (advantage). You'll close more deals while working fewer hours (benefit)."
4 Ps
Promise - Picture - Proof - Push
Make a bold promise, help readers visualize the result, prove it with evidence, then push them to act.
EXAMPLE:
"Double your email open rates in 30 days. Picture your next campaign hitting 45% opens. Our clients average 42% open rates (see case studies). Start your free trial now."
PASTOR
Problem - Amplify - Story - Transformation - Offer - Response
A longer-form formula perfect for sales pages and email sequences. Combines storytelling with direct response techniques.
EXAMPLE:
Used in long-form sales letters, webinar scripts, and email sequences where you have space to develop the narrative.
SLAP
Stop - Look - Act - Purchase
Designed for short-form ads and social media. Stop the scroll, get them to look closer, drive an action, complete the purchase.
EXAMPLE:
"Wait. Read this if you sell online. Your competitors are using AI to write ads 10x faster. Get our free AI ad template pack before they do."
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