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