3.7 KiB
3.7 KiB
Copy Formulas
Proven frameworks for persuasive writing.
AIDA (Attention → Interest → Desire → Action)
The classic framework. Works for landing pages, ads, sales emails.
ATTENTION: Bold claim or pattern interrupt
INTEREST: Explain why this matters to them
DESIRE: Paint the picture of transformation
ACTION: Clear CTA with urgency
Example:
[A] Stop losing 80% of your leads.
[I] Most businesses capture emails but never convert them.
The problem isn't your product—it's your follow-up.
[D] Imagine waking up to sales notifications while you sleep.
Our automation sends the right message at the right time.
[A] Start your free trial → No credit card required.
PAS (Problem → Agitate → Solution)
Dan Kennedy's "most reliable formula." Works for email, sales pages.
PROBLEM: Name the specific pain
AGITATE: Twist the knife (consequences, frustration)
SOLUTION: Present your offer as the answer
Example:
[P] You're posting on LinkedIn daily but getting zero leads.
[A] Hours of content creation. Crickets in your DMs.
Meanwhile, competitors with worse products are
booking calls. What do they know that you don't?
[S] Our LinkedIn system generates 15+ qualified leads/week
using posts that take 10 minutes to write.
BAB (Before → After → Bridge)
Best for testimonials, case studies, transformation stories.
BEFORE: Describe the painful current state
AFTER: Paint the desired future state
BRIDGE: Your product/service is the bridge
Example:
[B] Sarah spent 4 hours/day on customer support emails.
Burnout was inevitable. Her team was drowning.
[A] Now she handles 3x the volume in 1 hour.
Her team focuses on growth, not firefighting.
[BR] The bridge? Our AI support assistant that learns
your voice and handles 80% of tickets automatically.
4Ps (Promise → Picture → Proof → Push)
Long-form sales pages, webinar pitches.
PROMISE: Bold outcome claim
PICTURE: Help them visualize having it
PROOF: Evidence it works (testimonials, data)
PUSH: Create urgency, clear CTA
4Us (Urgent + Unique + Useful + Ultra-specific)
Headlines, subject lines, hooks.
| U | Meaning | Example |
|---|---|---|
| Urgent | Time-sensitive | "24 hours left" |
| Unique | Different from competition | "The only..." |
| Useful | Clear benefit | "Save 10 hours/week" |
| Ultra-specific | Precise details | "47% increase in 30 days" |
Example headline: "[24 hours] The only cold email template that books [23 calls/month]"
FAB (Feature → Advantage → Benefit)
Product descriptions, feature announcements.
FEATURE: What it is
ADVANTAGE: What it does better
BENEFIT: Why they care
Example:
[F] One-click export to PDF
[A] No more screenshots or manual formatting
[B] Share professional reports in seconds, not hours
ACCA (Awareness → Comprehension → Conviction → Action)
Educational content, complex products.
AWARENESS: Make them aware of the problem/opportunity
COMPREHENSION: Help them understand the solution
CONVICTION: Build belief with proof
ACTION: Direct next step
The 1-2-3-4 Formula
Quick, punchy copy. Social posts, short emails.
1. What I've got for you
2. What it will do for you
3. Who am I? (credibility)
4. What you need to do next
Star-Chain-Hook
Storytelling format for longer content.
STAR: Introduce the hero (reader or case study)
CHAIN: Series of facts, benefits, reasons
HOOK: Compelling CTA
Formula Selection Guide
| Situation | Best Formula |
|---|---|
| Cold audience | AIDA, ACCA |
| Aware of problem | PAS |
| Testimonial | BAB |
| Product feature | FAB |
| Headline | 4Us |
| Sales page | 4Ps |
| Quick hook | 1-2-3-4 |