Tuesday, July 23

Copywriting Formulas: Time-Tested Techniques for Persuasive Writing

The art of crafting words that sway people to take a desired action is called copywriting. In marketing, copywriting is vital in winning over readers to click a link, subscribe to newsletters, join the mailing list, or purchase a product.

Lucid copywriting captures audiences’ attention, draws them in, piques their interest, tickles their curiosity, and prompts them to take a specific action. This is why copywriting is not a one-and-done job. Instead, the effectiveness of the copy increases if the copywriter keeps up with the ever-changing trends and the changing behavior of the consumer. Also, copywriters must focus on sharpening their writing skills through online courses, taking valuable insights from expert copywriters, reading, etc. If you want to refine and improve your copywriting skills, you can read the interviews of experienced copywriters here and follow their tips and suggestions.

Since businesses must stand out in this jam-packed digital landscape and make a compelling case for their products or services, they must learn about copywriting formulas. These formulas are time-tested techniques that offer strategy and structure for crafting persuasive copy resonating with the target audience. This article explores some of the most potent and efficacious copywriting formulas to benefit marketers.

What Is The Meaning Of Copywriting Formulas?

Time-tested methods for creating compelling copy are known as copywriting formulas. These formulas help create attention-grabbing promotional materials like articles, advertisements, emails, website pages, letters, product descriptions, and social media posts.

Formulas enable copywriters to craft content easily and quickly. Therefore, if you want to increase your work efficiency and boost productivity, you must implement these formulas when creating a copy.

Must-know Copywriting Formulas

1) AIDA: Attention-Interest-Desire-Action

Developed by Elmo Lewis, the pioneer of American advertising, AIDA is the eternal princess of copywriting formulas.

The concept behind AIDA is that an advert, sales page, or email must attract the Attention of the target audience, arouse Interest and Desire, and encourage the audience to take Action.

2) FAB: Features-Advantages-Benefits

FAB is a formula harping on emphasizing the customers. It asks copywriters to focus on how the product or service benefits the customer. Take an oven seller, for instance. The standout feature of the oven is a quick preheat system, and the advantage is that it heats up to 200 degrees C in under five minutes. The benefit of this oven is that the user doesn’t have to wait too long for the oven to be warm enough to start cooking. Therefore, cooking becomes less stressful, and dinner is served on time.

The copy must focus on how the oven benefits the customer without highlighting the features.

3) PAS: Problem-Agitation-Solution

In this formula, the copywriter first presents a Problem to the readers. Second, the writer convinces the reader that the problem can be solved immediately through vivid anecdotes and emotional triggers. Finally, the Solution is presented to the reader, describing the product’s function and how it can solve the problem the reader faces. This leads to convincing the reader that they must have the product to solve their issues.

4) ACCA: Awareness-Comprehension-Conviction-Action

A variation of AIDA, ACCA focuses on greater understanding and clarity. The technique is beneficial for non-profits who wish to appeal to the ethics and morality of the audience.

This is how it works:

Make the readers aware of a problem. Offer clarity by explaining how the issue impacts the solution and let them know that you have an answer. Next, write with conviction to make the readers feel they must act. Finally, let them know what action they must take.

1) AAPPA: Attention-Advantage-Proof-Persuasion-Action

AAPPA is a copywriting formula similar to AIDA. The formula is a common sense approach that can be adapted to any situation.

According to this formula, writers must get the reader’s attention, offer something of advantage to them, show them proof that what they’re saying is true, persuade the readers to take the advantage that is valuable to them, and direct them to take action.

Some more copywriting formulas for your perusal are given below.

Copywriting FormulasWhat It Means
QUEST: Qualify-Understand-Educate-Stimulate/Sell-TransitionThe focus is on preparing the audience and transitioning them from a prospect to a customer.
PASTOR: Problem-Amplify-Story-Transformation-Offer-ResponseThe copy starts with identifying the problem of the reader, showing consequences of the unsolved problem, explaining what you are offering and directing them to take action.
TPSC: Text-Placement-Size-ColorA formula covering the important aspects of creating a CTA button.
KISS: Keep It Simple, StupidGet to the point quickly because readers are fussy and lack patience.


Content marketing is not only about statistics, hard-core promotion, and analytics. It is often about the words used and how they are combined to create the most impact on the readers’ minds. Using the above-mentioned copywriting formulas may help to level up your efforts.

Have you benefited from using other formulas not on this list? Feel free to comment.

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