Eugene
Struthers
7 Proven Copywriting Formulas to Supercharge Your Ads
By Eugene Struthers
14 May 2023 Re: Formulas to Supercharge Your Ads
1. AIDA: Attention, Interest, Desire, Action
Meaning
The AIDA model is a fundamental principle in advertising and marketing that explains the cognitive stages a consumer goes through when interacting with an advertisement. It’s a four-step process: Attention, Interest, Desire, and Action. Each stage represents a necessary step in moving a potential customer from awareness of your product to making a purchase.
Description
AIDA is built around the idea of guiding your audience’s attention, keeping them engaged, and then encouraging them to take action. Here's the breakdown:
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Attention: You need to stop the reader in their tracks and make them take notice. This can be done through strong visuals, bold headlines, or a shocking statistic.
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Interest: After grabbing their attention, you need to build interest by offering something relevant to their needs or problems. This often involves emphasizing a problem that your product solves.
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Desire: Create a strong desire for your product or service by explaining how it will improve their lives. This is where you sell the benefits, not just the features.
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Action: Finally, you encourage them to take immediate action with a clear, compelling CTA, like "Shop Now," "Sign Up," or "Download."
What Should Be Included
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Attention: A captivating headline or a visually appealing image that grabs attention.
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Interest: Engaging text that highlights the reader's pain points or needs.
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Desire: A persuasive value proposition that explains how the product fulfills the reader's needs or solves their problems.
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Action: A strong, clear CTA that leaves no ambiguity about what the reader should do next.
Why It Matters
AIDA matters because it mirrors the natural decision-making process that people go through before making a purchase. By structuring your message to follow these steps, you help move potential customers down the sales funnel efficiently and effectively.
Where to Use It
AIDA works best in scenarios where you need to take a cold audience and warm them up to the idea of buying. You can use this model in:
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Social media ads
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Email marketing campaigns
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Product pages
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Landing pages
When to Use It
Use the AIDA formula when launching a new product, running a promotion, or generating excitement around your brand. It’s especially useful when creating urgency and guiding the customer toward a fast decision.
How to Use It
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Headline: Start with an attention-grabbing headline that speaks to your audience’s core desire or problem.
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Body Text: Use the body of the ad to build interest in speaking directly to the reader’s pain points.
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Desire: Use testimonials, case studies, or vivid descriptions to create an emotional or practical desire for your product.
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CTA: End with a strong, specific call to action that guides the reader to take the next step.
Challenges
Balancing all four elements can be tricky. Overemphasizing one part (such as desire) can make your ad feel overly pushy or too salesy. It’s important to keep the reader moving smoothly from one stage to the next without overwhelming them.
Tips
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Use short, punchy sentences to hold interest.
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Apply psychological triggers like scarcity ("limited-time offer") or social proof ("thousands of satisfied customers").
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Make sure the CTA is clear and action-oriented, e.g., "Buy Now and Save 20%."
Results
Ads written with the AIDA formula generally lead to higher engagement rates because they cater to both emotional and logical decision-making processes. You can expect increased click-through rates and conversions when the formula is executed well.
Example
"Tired of feeling sluggish by midday? Our natural energy supplements are proven to boost your productivity without the crash. Thousands of professionals trust us to get more done every day. Get yours now and feel the difference!"
2. PAS: Problem, Agitate, Solve
Meaning
PAS stands for Problem, Agitate, Solve. This formula is based on addressing a specific problem your target audience is facing, agitating that problem to highlight its severity, and then offering a solution—your product or service—as the ultimate fix.
Description
PAS follows a simple three-step narrative:
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Problem: Identify the audience’s pain point or challenge.
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Agitate: Make the problem feel more urgent by explaining the negative consequences of not solving it.
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Solve: Present your product as the solution that will alleviate the pain.
By using this formula, you emphasize the need for action, making the audience more likely to see your product as essential rather than optional.
What Should Be Included
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Problem: A clear description of a relatable issue that your audience is likely facing.
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Agitate: Amplify the problem by describing its emotional or practical impact on their lives.
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Solve: Provide a clear explanation of how your product or service eliminates the problem.
Why It Matters
People are more motivated to solve problems than to pursue pleasure. PAS taps into the psychological drive to avoid pain, which can be an incredibly strong motivator. By emphasizing the problem and showing how your product resolves it, you increase the chances of conversion.
Where to Use It
PAS works well for:
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Email marketing sequences
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Sales pages
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Blog posts
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Video ads
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Webinars
When to Use It
Use PAS when you’re marketing products or services that directly solve pain points, such as health, finance, or business solutions. This formula is especially effective when the problem is easy to articulate and emotionally compelling.
How to Use It
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Problem: Start by directly addressing a common pain point or frustration.
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Agitate: Stir up emotions by highlighting the negative consequences of ignoring the problem.
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Solve: Present your product as the most effective, easy-to-use solution.
Challenges
The biggest challenge with PAS is agitating without scaring or overwhelming the audience. If you push too hard on the problem, it can create anxiety or discomfort, making them tune out.
Tips
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Use empathy when agitating the problem—show that you understand how they feel.
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Keep the solution simple and easy to understand, so it feels achievable.
Results
PAS often leads to higher engagement and click-through rates because it focuses on the reader’s pain points and immediately offers a solution. This emotional connection can lead to stronger customer loyalty and higher conversion rates.
Example
"Struggling with sleepless nights? Lack of sleep can leave you feeling irritable and exhausted the next day. Our sleep supplement promotes deep, restful sleep so you can wake up feeling refreshed. Try it today and get your first night free!"
3. FAB: Features, Advantages, Benefits
Meaning
FAB stands for Features, Advantages, and Benefits. It’s a simple yet effective framework that helps you explain what your product does (features), why it’s better than alternatives (advantages), and how it improves the customer’s life (benefits).
Description
FAB works by connecting the dots between the technical aspects of your product and the real-world outcomes your customers care about:
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Features: These are the factual elements of your product—what it does or includes.
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Advantages: These explain why those features are superior or unique compared to the competition.
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Benefits: These tell the customer what’s in it for them—how the product will make their life better or solve their problem.
What Should Be Included
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Features: A description of the core aspects of your product.
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Advantages: Explain how those features outperform competing products.
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Benefits: Focus on the positive outcomes for the user.
Why It Matters
People don’t buy features; they buy benefits. FAB helps translate product specifications into meaningful value for the customer. By explaining not just what your product does, but why it’s better and how it benefits the buyer, you make your offering more compelling.
Where to Use It
Use FAB in:
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Product descriptions
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Email campaigns
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Comparison pages
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Sales pitches
When to Use It
FAB is best when you need to highlight your product's unique features, especially when dealing with tech, gadgets, or services where the features might not be immediately obvious.
How to Use It
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Features: Start by listing key features of your product.
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Advantages: Explain why each feature is valuable compared to the competition.
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Benefits: Wrap up by detailing how the advantages translate to real-life benefits for the user.
Challenges
Overemphasizing features can lead to boring, overly technical descriptions. Instead, focus more on the benefits and less on the product specs.
Tips
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Use bullet points to list features and benefits for easy readability.
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Make sure each feature directly links to a benefit the customer cares about.
Results
FAB helps bridge the gap between what your product does and why the customer should care, often leading to higher engagement and more informed buyers.
Example
"Our noise-cancelling headphones come with 40 hours of battery life (feature), meaning you can listen for longer without interruption (advantage), so you can focus better during long study or work sessions (benefit)."
4. The 4 Ps: Picture, Promise, Prove, Push
Meaning
The 4 Ps formula is a persuasive technique that encourages the audience to imagine an ideal outcome (Picture), make a promise of what your product will do (Promise), back it up with evidence (Prove), and push them to take action (Push).
Description
Here’s how the 4 Ps formula works:
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Picture: Help the reader visualize a better future with your product.
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Promise: Make a compelling promise that addresses a key desire or problem.
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Prove: Back up your promise with proof—customer testimonials, statistics, or demonstrations.
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Push: End with a strong CTA that encourages immediate action.
What Should Be Included
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Picture: A vivid, emotionally engaging description of what life could be like with your product.
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Promise: A clear statement of the value your product offers.
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Prove: Include social proof, reviews, or data that substantiate your promise.
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Push: A CTA that prompts the user to act now.
Why It Matters
The 4 Ps taps into the emotional and logical sides of decision-making, helping customers envision the future and trust your promise, all while making it easy for them to take action.
Where to Use It
This formula is great for:
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Landing pages
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Sales letters
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Direct response ads
When to Use It
Use the 4 Ps when you want to create a compelling narrative that speaks to both the emotional and practical sides of your audience. It’s particularly effective when you’re selling a transformative product or service.
How to Use It
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Picture: Create a scenario that resonates with your audience.
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Promise: Make a clear, powerful promise about what your product will do.
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Prove: Use real-life examples, testimonials, or stats to prove your claim.
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Push: Encourage immediate action with a CTA.
Challenges
The biggest challenge is crafting a promise that feels both believable and aspirational.
Tips
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Use storytelling techniques to paint the picture.
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Combine both emotional appeal and factual evidence to build trust.
Results
The 4 Ps often result in stronger emotional engagement and trust, which leads to higher conversion rates.
Example
"Imagine feeling more energetic and focused every morning (Picture). Our all-natural supplement guarantees you’ll wake up refreshed and ready to tackle the day (Promise). Backed by thousands of 5-star reviews and clinical studies (Prove). Order today and enjoy free shipping on your first bottle (Push)!"
5. Before-After-Bridge
Meaning
Before-After-Bridge is a storytelling-based formula that guides your audience through the process of transformation. It starts by describing the "before" state, where they’re facing a problem, then the "after" state, where they’ve solved the problem, and finally the "bridge" (your product) that helps them get from one state to the other.
Description
This formula is all about showing transformation:
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Before: Present the reader’s current problem or frustration.
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After: Show how their life will improve after solving that problem.
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Bridge: Explain how your product or service is the key to getting from "before" to "after."
What Should Be Included
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Before: A clear, relatable description of the reader’s problem.
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After: A vivid description of the transformed, improved state.
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Bridge: Your product as the solution that makes the transformation possible.
Why It Matters
The Before-After-Bridge formula works because people are motivated by transformation. By positioning your product as the bridge between where they are and where they want to be, you create a compelling narrative that encourages them to take action.
Where to Use It
Great for case studies, landing pages, and product descriptions that showcase results.
When to Use It
Use this formula when your audience has a clearly defined problem, and your product can provide a noticeable, measurable transformation.
How to Use It
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Before: Identify the reader’s pain points.
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After: Describe the transformation that occurs when they use your product.
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Bridge: Show how your product is the key to making that transformation happen.
Challenges
If the “before” state doesn’t resonate with your audience, the transformation won’t be compelling enough to convert them.
Tips
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Use vivid language to transform and feel real and relatable.
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Offer clear, actionable steps on how your product can make the change.
Results
Increased engagement and sales as the audience visualizes themselves in the “after” state and sees your product as essential.
Example
"Tired of feeling unorganized and overwhelmed? Imagine a clean, clutter-free workspace where everything is in its place. Our storage systems will get you there—start transforming your space today!"
6. The 5 Cs: Clear, Concise, Compelling, Credible, Call to Action
Meaning
The 5 Cs formula ensures your copy is Clear, Concise, Compelling, Credible, and finishes with a strong Call to Action (CTA). It’s designed for quick impact and easy understanding.
Description
This formula breaks down as follows:
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Clear: The message should be easy to understand.
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Concise: Say only what’s necessary—no fluff.
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Compelling: Make your offer attractive by emphasizing benefits.
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Credible: Back up your claims with proof.
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Call to Action: End with a strong CTA that directs readers to act immediately.
What Should Be Included
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Simple and direct language.
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Key benefits that make the offer compelling.
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Proof, such as statistics or testimonials, to build trust.
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A clear CTA like "Buy Now" or "Sign Up."
Why It Matters
In a world of short attention spans, this formula delivers your message quickly and effectively. It’s especially powerful for time-sensitive or high-impact ads.
Where to Use It
Best for social media ads, email subject lines, and any medium where you need to grab attention fast.
When to Use It
Use the 5 Cs when you have a short window to make an impression, such as in mobile ads or PPC campaigns.
How to Use It
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Craft a clear and concise headline.
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Present a compelling reason to click or engage.
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Build credibility with trust signals like testimonials.
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End with a direct, action-oriented CTA.
Challenges
The challenge is in distilling complex messages into short, impactful ones without losing meaning.
Tips
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Focus on one key benefit to keep the message clear.
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Use visuals or short videos to supplement concise text.
Results
Higher click-through and conversion rates due to the ad’s simplicity and directness.
Example
"Boost your productivity with our 1 rated app. Trusted by over 5,000 professionals. Try it free today!"
7. SLAP: Stop, Look, Act, Purchase
Meaning
SLAP is a formula designed to drive instant engagement. It starts by making users Stop, then making them Look deeper into the offer, encouraging them to Act, and ultimately leading to a Purchase.
Description
The formula unfolds like this:
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Stop: Use a bold headline or image to make users pause.
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Look: Engage them with a compelling message or benefit.
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Act: Push them to take immediate action with a CTA.
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Purchase: Guide them toward the final sale or signup.
What Should Be Included
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An attention-grabbing element (image, headline).
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A short, clear message that provides a benefit.
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A CTA that creates urgency.
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A simple pathway to make a purchase or take the next step.
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Why It Matters
SLAP is perfect for ads where you need to quickly capture attention and drive immediate action, such as social media or display ads.
Where to Use It
Ideal for environments where users scroll quickly, like Instagram, TikTok, and Facebook ads, as well as time-sensitive campaigns.
When to Use It
Use SLAP when you need to capture attention and encourage quick decisions, like during flash sales or event promotions.
How to Use It
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Use an eye-catching headline or visual to stop users.
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Present a short, clear message that makes them pause and look.
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Encourage immediate action with a time-sensitive CTA.
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Simplify the path to purchase.
Challenges
The biggest challenge is creating a headline or visual that instantly grabs attention without overwhelming the reader.
Tips
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Use bold colours or typography to stand out in busy feeds.
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Keep the CTA simple and time-sensitive.
Results
SLAP can significantly boost click-through rates and purchases by guiding users from curiosity to conversion in a few quick steps.
Example
"Hurry! 50% Off Sneakers Today Only! Click now and claim your discount before it's gone."
1. AIDA: Attention, Interest, Desire, Action
Challenges
While the AIDA formula is straightforward, one challenge is maintaining the reader’s interest after grabbing their attention. Often, ads lose momentum in the Interest or Desire phases if the content isn’t aligned with the audience’s needs or if the benefits are unclear.
Practical Example
- Attention: "Discover the skincare secret celebrities are raving about!"
- Interest: "Packed with natural ingredients, this cream reduces wrinkles in just 30 days."
- Desire: "Imagine glowing, youthful skin without the need for expensive treatments."
- Action: "Order now and get 20% off your first purchase!"
In this example, the ad captures the reader’s curiosity with a bold claim, explains the product’s benefits in a way that piques interest, and then moves seamlessly into creating desire before urging the customer to take immediate action.
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2. PAS: Problem, Agitate, Solve
Challenges
The challenge in PAS is finding the right balance in the Agitate phase. You need to emphasize the problem without making the audience feel overwhelmed or hopeless. If you push too hard, it can alienate the reader instead of encouraging them to seek a solution.
Practical Example
- Problem: "Are you tired of wasting hours every day managing your team’s tasks?"
- Agitate: "Without the right tools, keeping track of deadlines and communication can lead to missed opportunities and costly mistakes."
- Solve: "Our task management software streamlines your workflow, so you can save time, reduce stress, and never miss a deadline again."
Here, the Agitate phase highlights the cost of inaction (wasting time and money) but avoids overwhelming the reader by offering a solution immediately.
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3. FAB: Features, Advantages, Benefits
Challenges
The challenge with FAB lies in ensuring that your features are framed in a way that connects with your audience’s needs. Often, marketers focus too much on technical jargon in the Features section, which can cause the audience to lose interest. You must quickly transition from Features to Benefits to keep the reader engaged.
Practical Example
- Feature: "This coffee machine brews in under 60 seconds."
- Advantage: "Faster than traditional coffee makers, perfect for busy mornings."
- Benefit: "Save time in your daily routine and enjoy a hot, fresh cup of coffee before heading to work."
In this example, the Feature highlights speed, the Advantage compares it to alternatives, and the Benefit emphasizes a tangible improvement in the customer’s life.
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4. The 4 Ps: Picture, Promise, Prove, Push
Challenges
The hardest part of the 4 Ps formula is creating a convincing Picture that resonates emotionally while ensuring that the Prove phase doesn’t feel forced. If the proof is weak or lacking, the audience may doubt the validity of the promise.
Practical Example
- Picture: "Imagine waking up feeling energized and ready to tackle your day, without the need for coffee or energy drinks."
- Promise: "Our all-natural supplement boosts your energy levels naturally, keeping you alert all day."
- Prove: "Backed by clinical trials and over 1,000 positive reviews."
- Push: "Order now and receive 20% off your first purchase."
This example paints a desirable future, makes a clear promise, backs it up with proof, and encourages action with a discount incentive.
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5. Before-After-Bridge
Challenges
The challenge with Before-After-Bridge is ensuring that the Before state is something your audience can relate to. If the problem isn’t compelling or universal enough, the audience may not feel the need to cross the Bridge to the After State.
Practical Example
- Before: "Struggling to lose weight despite trying multiple diets and workouts?"
- After: "Imagine feeling confident in your favourite clothes, with a body that reflects your hard work."
- Bridge: "Our tailored fitness plan takes the guesswork out of weight loss, helping you achieve lasting results."
This example walks the reader through the journey of transformation, with your product acting as the bridge that helps them achieve the desired result.
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6. The 5 Cs: Clear, Concise, Compelling, Credible, Call to Action
Challenges
One of the main challenges with the 5 Cs is ensuring that your copy remains compelling while staying concise. It’s easy to strip too much away in the effort to be brief, which can dilute the impact of your message.
Practical Example
- Clear: "Need a faster way to manage customer support?"
- Concise: "Our software automates 90% of repetitive tasks."
- Compelling: "Save time, increase customer satisfaction, and reduce employee burnout."
- Credible: "Used by over 10,000 companies worldwide."
- Call to Action: "Try it free for 30 days."
Here, the message is stripped down to only what’s necessary, yet still compelling, ending with a strong CTA to convert readers.
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7. SLAP: Stop, Look, Act, Purchase
Challenges
The key challenge in SLAP is creating an immediate, attention-grabbing hook in the Stop phase. If the headline or visual isn’t compelling enough, readers may not stop scrolling, and the rest of the formula will be ineffective.
Practical Example
- Stop: "50% Off All Weekend! Limited-Time Sale!"
- Look: "Shop the latest styles and save big on your favourite items."
- Act: "Don’t miss out—add to your cart now before items sell out!"
- Purchase: "Shop Now and get free shipping on all orders!"
In this case, the ad starts with an eye-catching discount, encourages users to explore the product selection, prompts quick action with a sense of urgency, and simplifies the path to purchase with free shipping.
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Conclusion
These seven proven copywriting formulas are powerful tools for crafting high-converting ads. Each formula is designed to meet the specific psychological and emotional needs of your audience, guiding them through a journey that leads to action—whether that’s clicking on an ad, signing up for a service, or making a purchase.
Understanding when and how to use these formulas can transform your advertising efforts. Remember:
- AIDA works well for general persuasion and long-form content.
- PAS is excellent for problem-solution-focused ads.
- FAB helps explain the value of complex products.
- 4 Ps create emotional resonance combined with evidence.
- Before-After-Bridge shows a transformation journey.
- 5 Cs delivers your message quickly and clearly for short-form ads.
- SLAP captures attention in fast-paced environments like social media.
By using these copywriting techniques strategically, you’ll be able to create ads that not only attract attention but convert leads into customers.
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