Copywriting formulas exist because human psychology doesn't change. When you understand the mental shortcuts people use to make decisions, you can write copy that feels effortless to say yes to.
1. AIDA (Attention → Interest → Desire → Action)
The classic for a reason. Grab attention with a bold headline, build interest by surfacing the problem, create desire by showing transformation, then give a clear action. Works best for emails and mid-length landing pages.
2. PAS (Problem → Agitation → Solution)
More emotionally charged than AIDA. Name the problem, twist the knife a little (without being manipulative), then offer the solution. Excellent for cold outreach and social ads.
3. Before → After → Bridge
Paint where the reader is now, show them where they want to be, then present your product as the bridge between the two states. Highly visual and intuitive for service businesses.
4. FAB (Features → Advantages → Benefits)
Forces you to translate every feature into a real-world benefit. "256-bit encryption" (feature) → "Your data is secure" (advantage) → "You can work without worrying about a breach" (benefit).
5. The 4 Cs: Clear, Concise, Compelling, Credible
Less a formula, more a quality filter. Run every piece of copy through these four checkpoints before it goes live.