Look, only rookies write from scratch with no game plan. That can't be you – at least not if you're looking to get results.

It can't be you when you (now) know that there are tried-and-true copywriting formulas that have been proven to get the job done. You can leverage them in your emails, landing pages, social media posts and more. They're the bread and butter for any top-performing business.

At TalktheTalk, we use many of these frameworks for our clients pulling 6-8 figures a year. And now, we're going to share some of the hot stuff being used in the major leagues so you can start using it too.

Ready to be a copywriting pro? Let's get started.

What are copywriting formulas?

If you’re not familiar with copywriting formulas, they are pre-defined structures that you can use to create compelling copy. All you have to do is fill in the blanks, tweak it a bit, and you’ve got yourself some engaging copy.

Formulas give structure to your writing and provide a roadmap to follow when creating persuasive marketing messages with clarity and precision. Think of it as crafting a blueprint before building the house.

Why can't I just write as I go? This seems like a lot of work 😕

First of all, it's really not a lot of work. This is a common misconception folks have when they hear the word "framework" or "formula."

But the truth is, this is a fill-in-the-blank situation. If you know about your product or service (which should be a given), then these formulas are really just placeholders for you to fill in your story.

These formulas have been proven to work. The formulas you're about to see are tried-and-true for decades. Decades. That's because, time and time again, writing a compelling and unique story using these frameworks have repeatedly engaged readers and customers, influencing them to take action.
They are a great way to get your creative juices flowing. As you'll come to see, each step in these formulas force you to think hard about the problem that you're trying to solve and the solution that you can provide. This way your mind won't be scattered and lost on where to start and how to end.
Get stuff done quicker (without compromising quality). When you have a pre-built framework, you spend less time coming up with "original" ideas and more time writing and perfecting the copy. Often people think that they need something so incredibly unique and never-seen-before to stand out and convert. Well, while you might "stand out" on a technicality, but a structure-less page with no aim isn't going to be convincing.
Easier to coordinate with writers. Not writing the copy yourself? Whether it's your in-house content writer or an out-sourced creative team, nailing the key points is much easier when there's an established formula they can follow.

All right, enough convincing. Let's dive into the formulas.

1. AIDA: Attention, Interest, Desire, Action

This is the classic copywriting formula. It's used in emails and landing pages to create a complete story.

Attention: Grab attention quickly with something that stands out. This could be an interesting statistic, quote from a customer or headline. (e.g., “Did you know that 80% of people who switch to us save an average of $300/year?”)
Interest: Now that you’ve got your reader's attention, start building interest by introducing them to the solution and what they can expect. Again, use data points or stories from other customers to keep the story alive. (e.g., “You can try out our service and start seeing your savings on day one.”)
Desire: Now that you've peaked their interest, get them motivated by showing how it will improve their lives or business. (e.g., “Our customers experience an average of 17% higher efficiency by switching to us.”)
Action: Last but not least, ask for action. Make sure you include a CTA that will lead them to the desired goal. (e.g., “Sign up now and start saving today!”)

Look how Moz does this on one of their landing pages:

2. PAS: Problem, Agitation, Solution

This formula focuses on highlighting the pain point and leads the reader towards a solution.

Problem: Start by introducing what the problem is in a clear yet empathetic way that resonates with the reader. (e.g., “Tired of dealing with slow internet speeds?”)
Agitation: Once they know there's an issue, it's time to amplify it and get them emotional about this. (e.g., “You've been paying for faster speeds but you're not seeing the results!”)
Solution: Now comes the best part - provide a solution that solves their problem in a quick, effective way. (e.g., “Switch to our service and start experiencing blazing-fast internet speeds.”)

Below is a popular example by Ramit Sethi (founder of GrowthLab):

Here’s another one by Jon Morrow:

3. FAB: Features, Advantages, Benefits

This one is great for highlighting the features of your product or service and how it can benefit customers. It's often used in sales pages and emails to explain what the customer will get out of making a purchase.

Features: Start by listing the features of your product or service. Be specific and don't forget to mention things that make your offering unique. (e.g., “Our internet packages come with 5G speeds and unlimited data.”)
Advantages: Now it's time to explain how these features can benefit the customer. What are the advantages of these features? (e.g., “With 5G speeds, you can download content quickly and watch videos without buffering.”)
Benefits: Lastly, explain in plain English how this will help them reach their goals or improve their lives. (e.g., “You'll be able to stream movies in HD with no interruptions and never worry about running out of data.”)

4. The Fan Dancer

Taking a break from the acronyms, let's look at the fan dancer. This method is when you dance around an idea making it painfully obvious without actually stating what it is.

You'll find this one especially useful to capture attention and clicks when your question is more or less the same as everyone else's – like asking for email signups.

Here’s the fan dancer in action in an email opt-in form by Circles.Life. Do you see the typical sign-up words like “subscribe”, “email address”, and “sign up”? No where to be seen.

Instead, they went down a witty, satirical, and humorous route that aligned with their brand voice. This is key – since for example, you can’t exactly say “Hey beautiful…” if you’re a men's hygiene brand like Manscaped.

5. The Journey Walk-through: Tell a story

Here's where you take the customer on a familiar problem-riddled journey, then show them a much better world they could be living in with your product or service.

This is great for creating a narrative and really drawing the customer in – because they can relate to what they're reading and by the end, they know exactly how your product or service can help them.

Here’s an example from BeTimeful, a smart newsfeed blocker app that we’ve written for before. Notice how they start with a question to grab your attention and immediately begin painting a scenario many social media users know all-too-well.

Then, they validate and reinforce their story claims with clinical research by reputable institutions like Harvard and Healthline.

Right after that, they swoop in with a clear step-by-step on how to get started with their product, which is hailed as the solution. This way, users not only see why BeTimeful is important to their daily lives, but they know what to expect if they were to sign up – creating some necessary transparency and building trust.

Also note the use of images and gifs to bring the product to life. This gives users a crystal clear understanding of how the tool would work, should they download it.

Now comes the social proof for more affirmation, with an easy-to-read CTA at the bottom.

6. QUEST: Qualify, Understand, Educate, Stimulate, & Transition

This one is great for getting the customer to take action.

Qualify: Start by identifying the target audience and bringing them into your world. (e.g., “Are you looking for a reliable internet service provider?”)
Understand: Take the time to empathize with their situation and understand their needs in a meaningful way. (e.g., “We know how important it is to have fast, reliable internet connection.”)
Educate: Provide helpful information that educates the reader while also demonstrating why they should choose you over competitors. (e.g., “Our packages come with 5G speeds and unlimited data – something no other provider can match.”)
Stimulate: Here's where you engage the reader with a stimulating message that motivates them to take action. (e.g., “Experience lightning-fast internet speeds and never worry about running out of data again.”) Keep in mind though that this section is more than just the writing, it's about creating the right visuals and design to captivate the reader.
Transition: Finally, make it easy for them to take action with a clear call-to-action (CTA). (e.g., “Sign up now and get started today!”)

7. The Four Ps: Picture, Promise, Proof, Push

The Four Ps is great for creating sales pages that really convert.

Picture: Start by painting a vivid picture of the customer's ideal future with your product or service. (e.g., “Imagine having reliable internet connection that never slows down and takes you to new heights in gaming, streaming, working from home, etc.”)
Promise: Now it's time to make a big promise that will get the customer excited. (e.g., “Sign up today and never worry about buffering issues again.”)
Proof: People love validation, so now's the time to back up your promise with proof. Testimonials, case studies, or reviews can all be great ways to do this. (e.g., “John from Texas says, 'Our family is so happy with the internet speed now – no more buffering!'”)
Push: Lastly, give them a push in the right direction with clear and direct language that tells them it's time to take action. (e.g., “Click here now to get started and experience lightning-fast internet speeds today!”)

Have a gander at the 4 Ps in action on a landing page for Winter Garden Yoga:

Parting Words

With all these copywriting formulas in your arsenal, you'll be well on your way to crafting engaging and effective content that resonates with customers and helps them reach their goals or improve their lives. Whether it's an email, landing page, or social media post – harness the power of these formulas to take your content to the next level, and your business will thank you for it!

Good luck! 🍀

Psst. Need a copywriter to complete one of these formulas for you? Book a free consultation with us today and let's chat! 📲

7 Tried-and-true Copywriting Formulas You Can Use (+ Examples)