Copywriting Formulas

25 formulas for persuasive slide copy.

Core Formulas

PAS (Problem-Agitate-Solution)

Use: Problem slides, pain points Components: Problem → Agitate → Solution Template: "[Pain point]? Every [time frame], [consequence]. [Solution] fixes this."

AIDA (Attention-Interest-Desire-Action)

Use: CTAs, closing slides Components: Attention → Interest → Desire → Action Template: "[Bold statement]. [Benefit detail]. [Social proof]. [CTA]."

FAB (Features-Advantages-Benefits)

Use: Feature slides, product showcases Components: Feature → Advantage → Benefit Template: "[Feature] lets you [advantage], so you can [benefit]."

Cost of Inaction

Use: Agitation slides, urgency Components: Status Quo → Loss → Time Decay Template: "Without [solution], you're losing [amount] every [timeframe]."

Before-After-Bridge

Use: Transformation slides, case studies Components: Before → After → Bridge Template: "[Pain point before]. [Desired state after]. [Your solution] is the bridge."

Formula-to-Slide Mapping

Slide Type	Primary Formula	Emotion
Title/Hook	AIDA, Hook	curiosity
Problem	PAS, Agitate	frustration
Cost/Risk	Cost of Inaction	fear
Solution	FAB, BAB	hope
Features	FAB	confidence
Traction	Proof Stack	trust
Social Proof	Testimonial	trust
Pricing	Value Stack	confidence
CTA	AIDA, Urgency	urgency

Headline Patterns

Power Words

"Stop [bad thing]"
"Get [desired result] in [timeframe]"
"The [adjective] way to [action]"
"Why [audience] choose [product]"
"[Number] ways to [achieve goal]"

Contrast Patterns

"[Old way] is dead. Meet [new way]."
"Don't [bad action]. Instead, [good action]."
"From [pain point] to [benefit]."

"[Number]+ [users/companies] trust [product]"
"Join [notable company] and [notable company]"
"As seen in [publication]"

Search Commands

# Find formula for slide type
python .opencode/skills/design-system/scripts/search-slides.py "problem agitation" -d copy

# Get emotion-appropriate formula
python .opencode/skills/design-system/scripts/search-slides.py "urgency cta" -d copy

Quick Reference

Need	Use Formula
Create urgency	Cost of Inaction, Scarcity
Build trust	Social Proof, Testimonial
Show value	FAB, Value Stack
Drive action	AIDA, CTA
Tell story	BAB, Story Arc
Present data	Proof Stack

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