Sometimes, I hate starting a new project and staring at a blank page, unsure where to start or what to write. Once you get the momentum going it gets easier, but that blank page can be daunting.
That’s where copywriting formulas could help you overcome ‘blank page fear’ (as coined by me). These tried-and-tested structures could help you shape compelling, strategic copy quickly, no matter what you’re writing about or in what format.
The only problem is many formula roundup articles will bombard you with over 20+ structures that you’ll probably never use.
That’s why I’ve compiled my top five that you’ll actually use in everyday marketing, with real examples to demonstrate how they work.
1. PAS
PAS stands for Problem, Agitation, Solution. One of the most popular and versatile formulas, it works because it taps into human emotion.
First, you highlight a problem within your copy. Then you amplify it, maybe exaggerating why it’s such a problem or expanding on the initial issue. Then you offer a solution.
This type of content works really well for landing pages, product descriptions, email marketing and social media.
Example:
Problem: Struggling to keep your house clean between work, school runs, and everything else?
Agitate: That “I’ll do it tomorrow” pile quickly turns into a weekend of scrubbing instead of relaxing. Clutter builds up, stress levels rise and there never seems to be enough time to get on top of it all.
Solution: With our weekly cleaning service, you’ll come home to a spotless space without lifting a finger. More time for you means less time worrying about mess.
2. AIDA
This is another classic, and it’s really easy to apply to your copy, whether it’s ad copy, a website homepage or a sales email.
It stands for:
Attention: How can you really grab your audience in the first sentence or heading?
Interest: Peak their interest by explaining how your product or service could be a solution.
Desire: Make them want it! Write a desire that will make them think your product is just what they need.
Action: Arguably the most important bit. Encourage them to take an action, such as make a purchase or fill out an enquiry.
Example:
Attention: Get more done in half the time.
Interest: Our AI-powered planner organises your day with smart scheduling and real-time updates.
Desire: Imagine logging off at 4PM every day, knowing everything’s ticked off.
Action: Try it free for 7 days—no credit card needed.
Obviously I’d recommend bulking it out a little more than this, but you get the gist.
3. FAB
When you’re writing product copy, it can just feel like you’re constantly listing its features. But this doesn’t actually help anyone. The user doesn’t really want to know all the product’s features in minute detail. They want to know why and how the product can help them.
This brings me onto FAB – Features, Advantages, Benefits. It’s quite self-explanatory really, but it’s ideal for product page copy and brochures.
Example:
Feature: Our sleek standing desk adjusts from sitting to standing in seconds.
Advantage: Easily switch positions throughout the day.
Benefit: No more aching back or sluggish afternoons—just more energy and better posture.
The feature is that the desk is easy to adjust, but what does this actually mean for the user? It means they can choose whether to sit or stand, which can in turn prevent back problems or pains.
4. The 4Cs
The 4Cs is more of a checklist than a strict formula, but it’s brilliant for polishing copy. It keeps your writing tight, persuasive, and trustworthy.
Once you’ve written your copy, you can check that it’s:
- Clear
- Concise
- Compelling
- Credible
If you feel like it isn’t ticking those boxes, you can make the right edits to ensure it does.
Below is an example for a vacuum product page:
Example Before:
“Our revolutionary vacuum cleaner delivers enhanced suction capabilities and is suitable for all floor types.”
After using the 4Cs:
“Powerful suction for every floor. It’s a cordless vacuum that actually does the job.”
Simple, but effective.
5. Before – After – Bridge
This formula helps you to tell a bit of a story in your product copy. First, you can demonstrate life before the product. Perhaps you sell nightlights for children (using this example purely because I’ve just bought one for my daughter).
The ‘before’ picture shows how a child struggles to get to sleep, wakes frequently from bad dreams or is simply scared.
After your product is introduced, you can show the child sleeping better (something all parents dream of).
It’s the ideal formula for social media posts, sales or service pages or brand storytelling copy.
Example:
Before: Does every bedtime feel like a battle? You think your children are finally asleep, until they aren’t and they’re complaining about monsters under the bed or the scariness of the dark. No one’s getting enough sleep.
After: Bedtime becomes calm and comforting, and your child sleeps through the night feeling safe and secure.
Bridge: Our soothing nightlights cast a gentle glow that eases fear and helps your little one drift off with confidence.
My final tips when using copywriting formulas
There are loads of formulas out there, but these are the ones I’ve found work best for me and are easiest to apply to all types of copy.
My final tips are:
- Don’t force it. If a formula doesn’t feel natural for your message or audience, then don’t use it.
- Keep it human. These frameworks are just that—frameworks. Add personality, empathy and a conversational tone to make your copy feel real.
- Test and tweak. See what resonates with your audience. Even simple changes (like the order of sections) can make a big difference.
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