12 Copywriting Formulas that Convert with Examples

Copywriting is the art of crafting compelling and persuasive written content that drives action. Whether you’re writing an email, a social media post, or a sales page, using proven copywriting formulas can help you create more effective copy that resonates with your audience. 

In this guide, we’ll explore some of the most effective and widely-used copywriting formulas, how they work, and how you can apply them to your own writing to boost engagement, conversions, and results. From the classic AIDA formula to the more modern PAS and QUEST, learn the building blocks of high-performing copy that grabs attention, builds desire, and inspires your readers to take action.

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

The 4 Cs formula emphasizes that effective copywriting should be clear, concise, compelling, and credible. It’s used for general copywriting across websites, ads, social media, and other marketing materials to ensure the copy is reader-focused and persuasive.

• Clear: The copy must be easy to understand by the target audience. Use simple language, short sentences, and clear structure.
• Concise: Convey the message in the fewest possible words without losing meaning.
• Compelling: The copy should capture the reader’s attention and interest them enough to take action.
• Credible: The copy must establish trust and credibility, such as by citing evidence, data, or testimonials.

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Before–After Bridge (BAB)

The BAB formula demonstrates the transformation a product or service can provide – from the customer’s current “before” state to the desired “after” state, bridged by the solution. It’s used for conversion-focused copy like landing pages, sales pages, and product descriptions to help the customer visualize the benefits of your product.

• Before: Describe the customer’s current problem or pain point.
• After: Paint a vivid picture of the customer’s desired outcome or improved state.
• Bridge: Explain how your product or service is the solution that bridges the gap.

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Feature–Advantages–Benefits (FAB)

The FAB formula focuses on highlighting the features of a product/service, the advantages those features provide, and the ultimate benefits the customer will experience. It’s best for product-focused copy like ecommerce listings, sales pages, and ads to help the customer understand why the features matter to them.

• Features: Describe the specific attributes or characteristics of the product/service.
• Advantages: Explain how those features provide advantages that solve the customer’s problems.
• Benefits: Emphasize the end results and positive outcomes the customer will enjoy.

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Awareness–Interest–Desire–Action (AIDA)

The AIDA formula guides the reader through the stages of awareness, interest, desire, and finally taking the desired action. This sales-focused formula is used for ads, landing pages, and email campaigns to guide the reader through the conversion funnel.

• Awareness: Grab the reader’s attention and make them aware of your product/service.
• Interest: Pique their interest by highlighting relevant features and benefits.
• Desire: Create a strong desire for the solution by emphasizing how it will improve their life.
• Action: Prompt the reader to take the desired action, such as making a purchase or signing up.

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Problem–Agitate–Solution (PAS)

The PAS formula identifies the customer’s problem, agitates that problem to heighten their desire for a solution, and then presents the solution. It’s used for conversion-focused copy like landing pages, sales pages, and ads to make the customer feel the urgency to act.

• Problem: Clearly identify the customer’s main pain point or problem.
• Agitate: Emphasize the negative consequences of the problem and how it’s impacting the customer’s life.
• Solution: Introduce your product/service as the solution that solves the problem.

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Promise–Picture–Proof–Push (The 4 Ps)

The 4 Ps formula guides the reader through a compelling narrative: making a promise, painting a vivid picture, providing proof, and then pushing them to take action. This formula is best for longer-form sales copy like landing pages, sales letters, and VSLs. It guides the reader through the full narrative.

• Promise: Make an enticing promise about the benefits of your product/service.
• Picture: Paint a detailed picture in the reader’s mind of what their life will be like after using your solution.
• Proof: Provide evidence, testimonials, or data to back up your claims and build credibility.
• Push: Strongly encourage the reader to take the desired action, such as making a purchase.

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Thesis–Antithesis–Synthesis (TAS)

The TAS formula presents an initial thesis or claim, then introduces an opposing antithesis, and finally synthesizes the two into a compelling conclusion. It’s a persuasive or argumentative copy formula that’s best for opinion pieces, thought leadership articles, and debate-style content. TAS helps the reader see multiple perspectives before arriving at a resolution.

• Thesis: State an initial claim or position.
• Antithesis: Introduce a contrasting viewpoint or counterargument.
• Synthesis: Reconcile the thesis and antithesis into a final, unified conclusion.

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Situation–Complication–Question–Answer (SCQA)

The SCQA formula establishes the customer’s current situation, introduces a complicating factor, poses a relevant question, and then provides the answer. This formula is best for informative or educational copy like blog posts, how-to guides, and FAQs to help the reader feel understood and provide a clear resolution.

• Situation: Describe the customer’s current circumstances or pain points.
• Complication: Introduce a challenge or obstacle the customer is facing.
• Question: Ask a question that speaks directly to the customer’s needs and concerns.
• Answer: Provide the solution that addresses the question and solves the complication.

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Attention–Interest–Credibility–Prove–Benefits–Scarcity–Action–Warn–Now (AICPBSAWN)

The AICPBSAWN formula is an extensive framework that guides the reader through a comprehensive sales process, from capturing their attention to creating a sense of urgency. It’s used for comprehensive sales copy like landing pages, sales letters, and long-form ads. It covers all the essential elements of a persuasive sales pitch.

• Attention: Grab the reader’s attention with a compelling headline or opening.
• Interest: Pique their interest by highlighting relevant features and benefits.
• Credibility: Establish your credibility and trustworthiness through social proof, testimonials, or industry authority.
• Prove: Provide evidence and data to support your claims.
• Benefits: Clearly articulate the key benefits the reader will receive.
• Scarcity: Create a sense of urgency by highlighting limited-time offers or availability.
• Action: Encourage the reader to take the desired action, such as making a purchase.
• Warn: Address any potential objections or concerns the reader may have.
• Now: Prompt the reader to act immediately before the opportunity expires.

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The Fan Dancer

The fan dancer formula is a playful, attention-grabbing approach that slowly reveals information, building anticipation and intrigue. It creates engaging, curiosity-driven copy like social media posts, email subject lines, and content teasers to capture attention and encourage further exploration.

• Start with a teaser or hint about the main topic.
• Gradually reveal more details, but don’t give everything away at once.
• Build suspense and curiosity by leaving the reader wanting more.
• Finally, deliver the full story or solution at the end.

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 Why/Try/Buy Formula 

The Why/Try/Buy formula guides the reader through the key stages of the sales process: understanding the “why” behind the product, being encouraged to “try” it, and ultimately being persuaded to “buy” it. It’s used for conversion-focused copy like landing pages, sales pages, and product description to help the reader progress through to the buying decision.

• Why: Clearly explain the problem the product solves and the benefits it provides.
• Try: Encourage the reader to take a risk-free trial or sample the product.
• Buy: Provide a strong call-to-action that convinces the reader to make a purchase.

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Qualify-Understand-Educate-Stimulate-Transition (QUEST)

The QUEST copywriting formula is a 5-step framework for creating compelling and persuasive copy. It guides the reader through a logical progression, starting by capturing their attention, building understanding and desire, and then transitioning them towards taking the desired action, such as making a purchase or signing up. 

• Qualify: Identify and qualify your target audience by speaking directly to their specific needs, problems, or pain points.
• Understand: Demonstrate that you deeply understand your audience’s situation and empathize with their challenges.
• Educate: Provide information about how your product/service can solve their problems and deliver the benefits they desire.
• Stimulate: Use vivid language and imagery to stimulate the reader’s interest and desire for your offering.
• Transition: Provide a clear and compelling call-to-action that encourages the reader to take the next step.

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Gretchen Oestreicher , 24 July 2024