What a copywriting formula is
A copywriting formula is a short sequence of steps that suggests how to order your message. It is a planning aid, not a rule. Most of them describe, in a simplified way, a path a reader might take: notice something, understand why it matters, feel some confidence and decide what to do.
Formulas are useful because a blank page is hard. A skeleton helps you decide what comes first and what can be cut. They are limited because real readers do not move through a neat sequence, and a draft that follows a formula mechanically can read as generic.
AIDA: Attention, Interest, Desire, Action
AIDA is probably the best-known formula and has been taught in sales and advertising for a long time. The steps are:
- Attention. Give the reader a reason to stop. In practice this is a headline or opening line that speaks to their situation.
- Interest. Develop the idea with relevant detail so they keep reading.
- Desire. Show how the offer fits their needs, usually by explaining what it helps them do and why it is a good fit.
- Action. Make the next step clear.
A simple illustration: a local bakery writing an email about a weekend sourdough class. The opening line names the problem many home bakers have (“loaves that come out dense”). The next paragraph describes what the class covers. Then comes what attendees take home and who it suits. The close gives the date, the price and a button to reserve a place.
AIDA works well for pages and emails with a single offer. Its weakness is that “desire” is easy to fake with hype. If the desire step relies on exaggeration rather than clear information, it can drift into the misleading claims that damage trust.
PAS: Problem, Agitate, Solve
PAS begins with a problem the reader recognises, spends a moment on its consequences, then presents the offer as a way forward.
- Problem: “Your invoices keep going out late.”
- Agitate: “That means delayed payments and time spent chasing them.”
- Solve: “This template and checklist give you a repeatable weekly routine.”
PAS suits situations where the reader already feels the problem. Its risk is in the middle step. Pushing on a pain point too hard can feel manipulative, and overstating consequences is a quick way to lose credibility. A light touch is usually enough: show you understand the problem, then move on to help.
BAB: Before, After, Bridge
BAB describes where the reader is now, where they would like to be, and how your offer connects the two. It is a gentle structure that fits case-style stories and service pages. As always, the “after” should be realistic. Describing an outcome many customers will not reach is a promise you cannot keep.
Other structures you will see
- FAB (Feature, Advantage, Benefit): a way of moving from what something is to why it matters, which is the focus of features and benefits.
- The inverted pyramid: borrowed from news writing, it puts the most important point first and details after. It suits readers who skim.
- Question, answer, next step: useful for FAQs, product pages and support content.
- Story, lesson, offer: an approach that opens with a short narrative. It overlaps with storytelling techniques, and works best when the story is true and relevant.
You do not need to memorise acronyms. They are labels for choices you can make yourself: what the reader needs first, what they need next, and what you want them to do.
Where formulas fall short
They are about order, not content
A formula says nothing about whether your claims are accurate, your offer is any good or your words are clear. You still need audience understanding and specifics. A well-ordered page that says nothing particular remains a weak page.
Readers do not follow the sequence
Some visitors arrive ready to buy and want the price and the button. Others need to compare options and read the details. A page that forces everyone through the same ladder may frustrate both. Putting the key action within easy reach, while giving detail to those who want it, usually serves more people.
They can sound templated
When many writers apply the same pattern, the results feel alike. Readers have seen “Are you tired of…?” openings many times. Using a formula privately, to organise your thinking, and then writing in your own voice avoids this.
Different formats need different shapes
A product description, a search ad, a thank-you email and a landing page all have different constraints. A short ad may have room for only one step. A long sales page may need several rounds of the same cycle for different objections.
How to use a formula well
- Decide the one goal of the piece first.
- Pick a structure that fits the reader’s starting point. Problem-aware readers suit PAS; people comparing options may suit BAB or a simple question-and-answer layout.
- Draft each step in plain words, without the labels.
- Cut anything that does not serve the goal. Not every piece needs every step.
- Read it as the customer. Does it flow naturally? Is any step overdone?
- Review claims for accuracy and fair emphasis.
Over time, you may find your own favourite shape for the kinds of pieces you write most. If you want to know which version works better with your audience, A/B testing is one option, though results from small audiences should be treated cautiously.
The takeaway
Classic formulas such as AIDA and PAS are handy scaffolding. They help you organise ideas, spot missing pieces and write faster. They do not replace knowing your readers, saying something specific, or keeping your claims honest. Use them to get started, then edit until the copy sounds like a person talking to another person.