Copywriting Formulas: Seven Proven Ways to Structure Your Content

What is a copywriting formula?

You have very little time to catch a reader’s interest. Some research suggests as little as eight seconds before an online reader moves on. That is why tried-and-tested approaches can be useful for certain types of content.

Copywriting formulas: an introduction

You will often come across article headlines that sound familiar, such as:

• ‘10 ways to lose weight before your holiday’
• ‘How can you protect yourself from ticks? Try these five practical tips’
• ‘Wondering how to encourage your child to study?’

Questions in headlines, subheadings and meta tags pique readers’ curiosity, which is why copywriters use them so often. A question might address the reader directly, as in ‘Do you know how to…?’, or raise an issue the article will answer, such as ‘Will AI replace copywriters?’

Numbers are another common tactic: headlines containing them have been shown to attract more clicks. Interestingly, higher numbers can produce stronger results.

Your content needs to persuade visitors to stay on the page, read what is there and take a specific action, usually making a purchase or enquiring about a service.

There is no magic trick that guarantees a copywriter’s work will succeed. There are, however, established ways to structure a message that can help you achieve your goals.

The most popular copywriting formulas

There are many copywriting formulas and variations on them. Here are seven of the best known.

1. AIDA

AIDA is one of the most widely used copywriting formulas. It is particularly useful for advertising copy.

Its name is an acronym formed from four English words describing the stages of an effective marketing message.

A – Attention – Get noticed

Catch the reader’s eye with a compelling headline or memorable slogan.

I – Interest – Hold their interest

Keep them engaged by showing what they stand to gain, whether that is useful information or a special offer.

D – Desire – Build desire

Make the product or service appealing by explaining its advantages.

A – Action – Prompt action

Invite the reader to buy, subscribe to a newsletter or create an account.

2. PAS

PAS is now almost as popular as AIDA. It follows the reader’s train of thought, so you need to understand your target audience and the problems they face.

P – Problem – Identify the problem

Put yourself in your readers’ shoes. Work out what they need and what is causing them difficulty so you can make your message relevant.

A – Agitate – Show why it matters

Engage their emotions by explaining the consequences of doing nothing. Avoid overdoing it, though: too much pressure can leave people unable to decide.

S – Solution – Offer a solution

Show readers that there is a way forward and that your offer can help.

3. PPPP

PPPP is, in many ways, an updated version of AIDA. Instead of opening with an attention-grabbing headline, it leads with a promise.

P – Promise – Make a promise

Offer a realistic, worthwhile outcome from buying the product or using the service.

P – Picture – Paint a picture

Help the reader imagine a better future with your offer. Focus on the benefits and the positive feelings they bring.

P – Proof – Provide evidence

Back up your claims and address doubts with relevant statistics, charts or other evidence.

P – Push – Encourage action

Include a call to action (CTA). If you have a discount or bonus to offer, this is the time to mention it. Once readers understand the full offer, invite them to take the next step.

4. BAB

BAB is a classic approach that pairs a clear structure with a persuasive marketing message. It starts with the reader’s current problem, then shows what life could look like after that problem has been solved.

B – Before – Show the current situation

Describe the difficulties the customer faces before taking up your offer.

A – After – Show the desired outcome

Help the reader picture the situation after buying and show how it removes the obstacle.

B – Bridge – Connect the two

The bridge between ‘before’ and ‘after’ is the product or service you offer.

5. No Problem

The ‘No Problem’ formula takes a little more preparation. You need to know both your target audience and your product well. The idea is to answer questions potential customers might ask.

Addressing doubts as they arise helps readers see that an apparent obstacle need not be one after all. A problem? No problem.

6. FAB

FAB stands for Feature–Advantage–Benefit. It is particularly useful for product descriptions because it turns a product feature into a benefit the customer can recognise.

F – Feature – What it has

Give the customer a concrete fact or characteristic of your product or service.

A – Advantage – What it does

Explain the practical advantage that follows from that feature.

B – Benefit – What it means for the customer

Show how that advantage makes the customer’s life better.

7. ACCA

The final formula is ACCA. Like the others, it calls for a thorough understanding of your target audience.

ACCA works by drawing attention to the consequences of a problem the audience may not yet realise they have. You then explain why the issue matters and show how your offer can help them avoid those consequences. Charities and foundations often use this approach when asking for donations.

A – Awareness – Raise awareness

Alert readers to a problem and its potential consequences.

C – Comprehension – Build understanding

Explain the issue from several angles and address any questions they may have.

C – Conviction – Make the case

Persuade readers that your offer provides a way to tackle the problem.

A – Action – Enable action

Ask readers to take the next step and make it easy with a landing page, form or other clear route forward.

Who can use copywriting formulas, and what are they for?

Copywriting formulas are useful for any copywriter, especially when producing marketing content such as:

• emails (newsletters and cold outreach);
• e-commerce copy (product descriptions);
• sales copy (landing pages and homepages);
• social media posts (for Facebook, Instagram, LinkedIn and other platforms).

Whatever you are writing, you want to reach potential customers and give them a reason to respond. If creative writing does not come easily to you, or you are simply having an off day, a proven copywriting formula can give you a useful starting point.