Want to improve your copywriting results? This guide breaks down 15 proven formulas that help turn readers into customers. Whether you're writing ads, emails, or landing pages, these frameworks simplify persuasive writing and help you connect with your audience effectively.
Key Takeaways:
- Problem-Agitate-Solution (PAS): Focus on identifying a problem, amplifying its emotional impact, and offering a solution.
- AIDA (Attention-Interest-Desire-Action): Guide readers step-by-step from awareness to taking action.
- FAB (Features-Advantages-Benefits): Translate product features into specific advantages and outcomes for the customer.
- BAB (Before-After-Bridge): Show a transformation story, starting with the audience's pain and ending with a solution.
- Four Cs (Clear, Concise, Compelling, Credible): Ensure your copy is easy to understand, engaging, and trustworthy.
- ACCA (Awareness-Comprehension-Conviction-Action): Educate your audience while building trust and driving action.
- PPPP (Problem-Promise-Proof-Proposal): Address pain points, offer a solution, back it up with evidence, and ask for action.
- The 4 Ps (Picture, Promise, Prove, Push): Create a vision of the outcome, link it to your product, provide proof, and encourage action.
- Fan Dancer: Build curiosity by revealing information gradually.
- 1-2-3-4 Formula: Break down messages into four simple steps for clarity.
- Storytelling Formula: Use relatable narratives to emotionally connect with your audience.
- Star-Chain-Hook: Grab attention, build a logical argument, and end with a compelling call-to-action.
- Question-Answer Formula: Pose questions that align with your audience's concerns and answer them effectively.
- Problem-Solution-Benefit Formula: Highlight a problem, present your solution, and explain its benefits.
- Guarantee Formula: Reduce buyer hesitation by addressing risk with clear guarantees.
Why These Formulas Work:
- They align with how people make decisions - emotionally first, then logically.
- Each formula is tailored to different formats and audience needs, from quick ads to detailed sales pages.
- They simplify the writing process while increasing the likelihood of conversions.
Use these frameworks to craft persuasive, results-driven copy that resonates with your audience and drives action.
5 Copywriting Formulas You MUST KNOW in 2024
1. Problem-Agitate-Solution (PAS)
The Problem-Agitate-Solution (PAS) formula is a simple yet powerful way to connect with your audience. It works by identifying a problem, amplifying its emotional weight, and then presenting your solution as the way out. This approach taps into a basic human desire: the need to move from discomfort to relief.
Start by pinpointing a real pain point - something your audience genuinely struggles with. Avoid exaggeration, but don’t shy away from highlighting the real consequences of ignoring the issue. Think about frustrations, wasted time, or missed opportunities. Paint a vivid picture of what life looks like if the problem persists, making the status quo feel uncomfortable and unsustainable.
Then comes the Solution. This is where you introduce your product or service as the clear answer to their problem. By this point, your audience should already feel the weight of the issue, making your offering feel like the relief they’ve been seeking.
PAS thrives in formats like email campaigns, landing pages, social media ads, and sales pages. It’s especially effective for products or services that address pressing issues, such as cybersecurity tools, financial planning services, or health-related solutions. The emotional arc it creates - problem, tension, and resolution - makes it hard to ignore.
One of the reasons PAS is so effective is its simplicity. It’s easy to use, whether you’re an experienced marketer or just getting started with persuasive writing. With only three steps, it’s a straightforward framework for crafting compelling content.
What sets PAS apart is its ability to build trust. By starting with a genuine problem, you show empathy and understanding for your audience’s struggles. Instead of jumping straight into features or benefits, you connect with them on a personal level, making your solution feel authentic and relevant.
For the best results, focus on specific, relatable problems rather than broad or generic concerns. The more precise you are in defining the issue, the more impactful your message will be. And when you present your solution, make sure it directly addresses the pain points you’ve highlighted. This creates a seamless connection between the problem and your offering.
Up next, we’ll explore how the AIDA framework takes these principles even further, guiding your audience from awareness to action.
2. Attention-Interest-Desire-Action (AIDA)
AIDA is a four-step formula designed to align with how people naturally make purchasing decisions. Rather than zeroing in on problems or pain points, this approach focuses on building momentum - starting with grabbing attention and guiding readers smoothly toward taking action.
Attention is the first and most crucial step. You have just a few seconds - often less than three - to capture someone's interest. This could be through a striking headline, an eye-catching visual, or something that immediately resonates with your audience.
Next comes Interest. This is where you draw readers in further by addressing their needs or curiosity. The key here is not to jump straight into selling but to establish a connection that keeps them engaged.
Once you've got their interest, it's time to spark Desire. Highlight how your product or service can make a difference in their life. Instead of listing features, focus on the benefits and outcomes that matter most to your audience.
Finally, guide them to take Action. A clear and direct call-to-action (CTA) is essential here - whether it’s clicking a button, signing up, or making a purchase.
AIDA works especially well for sales pages, email campaigns, ads, and product descriptions - particularly when launching something new. Its strength lies in its ability to guide readers through a logical, natural progression without coming across as overly aggressive or salesy.
What sets AIDA apart is its flexibility. Depending on your audience and goals, you can adjust the emphasis on each stage. For instance, if you're speaking to an audience already familiar with your brand, you might spend less time on attention and interest, focusing instead on desire and action. On the other hand, for a completely new audience, you'll likely need to invest more effort in the earlier stages to build trust and curiosity.
This formula is scalable, too. You can apply it to an entire page or break it down into smaller sequences within a piece of content. Its structured stages also make it easier to identify where things might be falling short - whether it's failing to grab attention, build desire, or drive action.
Each step in AIDA builds on the one before. Skipping or neglecting any part - whether it's capturing attention or providing a clear action - can weaken the overall impact and hurt conversions.
Next, let’s dive into the Features-Advantages-Benefits formula.
3. Features-Advantages-Benefits (FAB)
The Features-Advantages-Benefits (FAB) formula is a tool for turning technical details into persuasive messages that resonate with customers. It walks you through a logical process, connecting what your product offers to why your audience should care.
Let’s break it down:
- Features: These are the straightforward facts about your product - its specifications or functionalities.
- Advantages: Here, you explain how those features make life easier or better, showing their practical impact.
- Benefits: Finally, you connect the dots to the customer’s personal value. This step answers, “What’s in it for me?” by focusing on outcomes, emotions, or improvements in their life or work.
FAB is powerful because of its structure. Some businesses stop at features, assuming the audience will figure out the value on their own. Others skip straight to benefits without grounding them in solid details. FAB ensures you cover all bases, appealing to both the logical and emotional sides of decision-making.
Where does FAB shine? In product descriptions, sales pitches, and comparison pages - especially when you need to explain complex features. It’s particularly useful in B2B sales or when marketing software, where buyers often need to grasp detailed functionality before committing.
Take a project management tool, for example. One feature might be real-time collaboration with instant notifications. The advantage? Teams stay updated instantly, avoiding delays. The benefit? Teams remain aligned and productive, leading to smoother workflows and better results.
FAB also lets you speak to multiple audiences in one piece of content. Technical evaluators can focus on features and advantages, while decision-makers zero in on the benefits and business outcomes. This dual focus is especially handy when introducing a new product or entering a market where educating the audience is key.
To use FAB effectively, make sure each step flows naturally into the next. If the connection between a feature, its advantage, and its benefit feels forced, it can hurt your credibility.
Whether you’re crafting a single paragraph or an entire sales page, FAB scales beautifully. You can use it to highlight one standout feature or build an in-depth value proposition by stacking multiple FAB sequences.
Next, we’ll dive into the Before-After-Bridge formula and how it creates compelling transformation stories.
4. Before-After-Bridge (BAB)
The Before-After-Bridge (BAB) formula taps into the universal desire for transformation, guiding readers from frustration to resolution. Like PAS and AIDA, it’s designed to connect with emotions while offering a practical solution. BAB works by vividly describing your audience’s current struggles, showing them the brighter future they could achieve, and positioning your product or service as the bridge to get there.
Here’s how the formula breaks down:
- Before: Highlight the pain, challenges, or limitations your audience is experiencing right now.
- After: Paint a picture of the ideal future - what life could look like once their problem is solved.
- Bridge: Present your product or service as the solution that makes this transformation possible.
What makes BAB so effective is its ability to create emotional tension. By clearly defining someone’s current pain and showing them a better alternative, you’re not just promoting a product - you’re offering hope and a path to change. This emotional connection often leads to higher conversion rates than approaches that rely solely on logic. BAB is particularly effective for weight loss programs, business coaching, productivity tools, and financial services - essentially anything that promises to guide people from an undesirable state to an improved one. It’s especially impactful in email campaigns, landing pages, and video sales letters, where there’s room to develop a compelling narrative.
Take, for example, a time management app. The "Before" might describe the chaos of missed deadlines and constant stress. The "After" illustrates a world of organized productivity, where automated reminders and smart scheduling keep everything on track. The "Bridge"? Your app is the tool that makes this transformation a reality.
While the formula is simple to implement, its success depends on how well you understand your audience. The "Before" section must deeply resonate with their actual experiences. Generic descriptions of pain points won’t create the emotional impact needed for BAB to work. Dive into customer feedback, support tickets, and reviews to uncover the specific language people use when describing their frustrations.
The "After" section requires a careful balance. While it’s important to paint an appealing vision of the future, it must remain realistic. Overpromising can harm credibility and leave customers feeling let down later. Focus on achievable outcomes that your product or service can genuinely deliver.
Unlike formulas that emphasize features or benefits, BAB starts with the audience’s pain, which often captures attention more effectively. People are frequently more motivated to escape discomfort than to pursue pleasure. This makes BAB particularly versatile - it works across different levels of customer awareness, allowing you to adjust your messaging depending on how well your audience understands their problem.
Specificity is key to BAB’s success. Replace vague descriptions of stress with relatable moments, like missing a critical deadline or struggling to keep up with a demanding schedule.
BAB is also flexible enough to fit different formats. It can be condensed into a single paragraph for a social media ad or expanded into a multi-page sales letter. The trick is maintaining the emotional arc throughout, ensuring each section naturally builds toward your solution.
This focus on transformation lays the groundwork for the next formula, the Four Cs, which takes the journey from clear messaging to conversion.
5. Four Cs (Clear, Concise, Compelling, Credible)
The Four Cs framework is like a quality control checklist for your copy, turning ordinary content into something that drives conversions. Instead of focusing on structure or emotional hooks, it ensures your message meets the basic expectations readers need before they’ll take action. Think of it as both a guide for writing and a tool for fine-tuning your content until it checks all the right boxes.
Here’s how it breaks down:
- Clear: Your message should be easy to understand - no jargon, no guessing games.
- Concise: Strip away unnecessary words that dilute your message.
- Compelling: Give people a reason to care and act.
- Credible: Build trust with realistic claims and proof.
When your copy nails all four, it creates a seamless journey from interest to action.
This framework is especially useful for product descriptions, email subject lines, ad headlines, and call-to-action buttons - anywhere space is tight and every word matters. It’s also a game-changer for e-commerce sites, SaaS landing pages, and service-based businesses, where clarity and trust can make or break conversions.
Breaking Down the Four Cs
Clarity starts with knowing exactly what you’re trying to say. Ditch the industry buzzwords and use language your audience actually understands. For instance, instead of saying, “leverage our proprietary optimization algorithms,” try something like, “get better results faster.” A quick test? Read your copy out loud or have someone outside your field confirm they understand it in five seconds.
Conciseness isn’t about being brief - it’s about being efficient. Every word should pull its weight. Cut filler phrases like “in order to,” “due to the fact that,” or “at this point in time.” A concise message shows respect for your reader’s time and keeps their attention focused on what matters.
Compelling copy connects what you’re offering to what your audience truly wants or needs. It’s not just about listing features; it’s about showing how those features solve real problems. For example, instead of describing a project management tool as “cloud-based with real-time collaboration,” frame it as the reason “your team finally stops missing deadlines.” The emotional payoff behind the practical benefits is what makes it compelling.
Credibility tackles the natural skepticism people feel when spending money. This means being specific and transparent. Use numbers instead of vague claims - like “boost productivity by 30%” instead of “increase efficiency.” Show social proof, such as testimonials or case studies, and be upfront about any limitations. Addressing concerns head-on builds trust far more effectively than ignoring them.
How the Four Cs Work Together
Each C strengthens the others. Clear messaging ensures people understand your offer, concise delivery keeps their attention, compelling content motivates action, and credible claims remove doubts. If one is weak, the whole message can fall apart: overly technical details might confuse, while vague promises fail to inspire.
The beauty of this framework is its flexibility. For technical audiences, credibility might mean highlighting specs and certifications. For general consumers, emotional benefits might take center stage. The key is balance - don’t let one C dominate at the expense of another.
The Four Cs also shine as an editing tool. Review your draft with each C in mind, one at a time, to spot and fix any weak spots.
Up next, we’ll dive into the Awareness-Comprehension-Conviction-Action (ACCA) formula, which takes readers from understanding your message to taking action.
6. Awareness-Comprehension-Conviction-Action (ACCA)
The ACCA formula offers a structured journey for guiding audiences through four mental stages - starting from noticing your message to making a decision. Unlike other approaches that might rely on emotional appeals or rigid structures, ACCA is ideal for scenarios where audiences need clarity and detailed understanding before taking action. It’s particularly useful for complex products, high-ticket services, B2B sales, or educational content. When your audience needs to grasp technical details, compare options, or justify their choice, ACCA provides a thoughtful progression that avoids rushing to a call-to-action too soon.
Awareness is the first step, where your goal is to grab attention in a crowded space. This could be through a compelling headline, an intriguing opening line, or a striking visual that speaks directly to a need or desire your audience already has.
Comprehension ensures your audience not only notices you but also clearly understands what you’re offering and why it matters. Here, simple explanations, relatable analogies, and specific examples can help make even the most technical concepts easy to grasp.
Conviction is about building trust and belief in your solution. This goes beyond listing features or benefits - it’s about addressing objections and providing evidence. Social proof, case studies, guarantees, or risk-reduction strategies can help solidify your audience’s confidence in your offering.
Action comes last, where you guide your audience toward a clear and effortless next step. By this stage, your call-to-action should feel like a natural conclusion rather than a pushy demand.
Implementing ACCA Effectively
The strength of ACCA lies in respecting each stage, giving your audience the time and information they need to move forward. For Awareness, start with something that immediately grabs attention - like a surprising statistic or a thought-provoking question.
When moving to Comprehension, break down complex ideas into terms your audience can easily understand. For example, instead of saying, “Our AI-powered threat detection uses machine learning algorithms,” you might explain, “Our software learns what normal activity looks like in your business, then flags anything unusual - like a burglar alarm for your computer systems.”
For Conviction, focus on addressing specific concerns your audience might have. If you’re targeting budget-conscious small business owners, acknowledge their cost worries upfront, then demonstrate the value they’ll gain - whether through ROI examples, flexible payment plans, or guarantees that minimize risk.
Finally, with Action, make your call-to-action simple and seamless. At this point, it should feel like the logical next step, not a hard sell.
Adapting ACCA for Different Contexts
The beauty of ACCA is its flexibility - it works across various formats and audience types. For long-form content, you can dedicate separate sections to each stage. In email campaigns, you might spread the stages across a series of messages. On social media, you can condense all four stages into a single post.
You can also tailor ACCA to your audience’s level of expertise. For a highly knowledgeable audience, you might breeze through awareness and comprehension, focusing more on conviction with detailed proof and technical details. For a broader audience, you might need to spend extra time building comprehension before moving into conviction.
This methodical approach makes ACCA a reliable framework for crafting persuasive and thoughtful messaging, whether you’re writing for a niche B2B audience or a general consumer base.
The Problem-Promise-Proof-Proposal (PPPP) formula, on the other hand, offers a more straightforward way of tackling customer pain points and presenting solutions.
7. Problem-Promise-Proof-Proposal (PPPP)
The Problem-Promise-Proof-Proposal framework is a powerful way to address customer pain points while guiding them toward your solution. This four-step structure mirrors how people naturally make decisions: recognize a problem, consider solutions, evaluate evidence, and take action. By following this logical flow, PPPP helps you craft messages designed to drive conversions.
Problem is where you call out the specific challenge your audience is struggling with. Instead of vague generalizations like "marketing is difficult", focus on concrete issues such as "small business owners spend hours creating social media posts that fail to engage." The more specific and relatable the problem, the more likely your audience will feel understood.
Promise is your opportunity to present your solution as the answer to that problem. This step bridges the gap between frustration and hope. Your promise should be straightforward, believable, and directly tied to the issue you've identified. It's not about over-the-top claims but about positioning your product or service as the logical fix.
Proof reinforces your promise with real evidence. This is where testimonials, case studies, performance data, or guarantees come into play. Without proof, your promise is just another claim. This step builds trust and helps turn skeptics into confident buyers.
Proposal is your call-to-action - the step you want your audience to take next. By this point, you've laid out the problem, offered a solution, and proven its effectiveness. The proposal should feel like the natural next step, providing a clear and easy path forward.
Why PPPP Works So Well
The PPPP framework is effective because it tackles two key questions: "Why should I care?" and "Why should I believe you?" By starting with a problem that resonates, you immediately capture attention. The promise offers hope, the proof removes doubt, and the proposal gives a clear direction.
This approach is especially impactful for audiences who know they have a problem but haven’t yet found a solution. It guides them through a logical decision-making process without feeling pushy or overly salesy.
Ideal Content Formats for PPPP
Certain content formats naturally lend themselves to PPPP:
- Sales pages and landing pages: These provide the space to fully develop each stage of the framework.
- Email sequences: You can dedicate one email to each "P", allowing for deeper engagement over time.
- Video sales letters: These combine storytelling with visual proof, making the framework even more compelling.
- Webinars: With extended time, webinars allow you to dive deep into the problem and proof stages before presenting your proposal.
Even shorter formats like social media ads can use a condensed version of PPPP. For example, a Facebook ad might highlight a problem in the headline, promise a solution in the first line, include a quick testimonial or statistic for proof, and end with a simple call-to-action like downloading a free guide.
Tips for Getting the Most from PPPP
To maximize the impact of PPPP, start with solid research. Make sure the problem you address aligns with what your audience truly cares about.
When crafting your promise, keep it realistic. A believable claim that you can deliver on will always perform better than an exaggerated one that raises doubts.
For proof, avoid vague testimonials like "This product is amazing!" Instead, use detailed examples or measurable outcomes that demonstrate success.
Finally, ensure your proposal is easy to act on. If you've done the earlier steps well, the biggest roadblock to conversion might be a complicated process. Simplify the next steps, reduce risks with guarantees, and make it as effortless as possible for people to say yes.
PPPP is flexible and can be adjusted based on your audience. For more informed prospects, you might spend less time on the problem and focus on proof. For those unfamiliar with your product or service, you may need to emphasize the problem before introducing your solution.
This framework provides a reliable way to structure your messaging across various products, services, and marketing channels, ensuring consistent results.
8. The 4 Ps (Picture, Promise, Prove, Push)
The 4 Ps framework takes abstract benefits and turns them into vivid, relatable outcomes that readers can see, feel, and imagine experiencing. Instead of relying solely on logic, this method taps into emotions, helping potential customers picture their ideal outcome before introducing your solution.
Breaking Down the 4 Ps
Picture is all about creating a mental image of a better reality - what life could look like once your prospect’s problem is solved. It’s not just about listing benefits; it’s about painting a scene. For example: "Imagine walking into your office on Monday morning with all your weekly reports automatically generated, your tasks prioritized, and three extra hours freed up for high-level strategy." This step sets the stage for the transformation you’re offering.
Promise connects that ideal vision to your solution. This is where you bridge the emotional appeal of the picture with the practical value of your product or service. Your promise positions what you’re offering as the essential tool to achieve the transformation you’ve described.
Prove delivers the evidence. This step reassures your audience that your promise isn’t just empty words. Use testimonials, case studies, or real-world data to show that others have already experienced the results you’re describing. Proof transforms emotional desire into trust and credibility.
Finally, Push provides the nudge your audience needs to take action. After sparking desire, making a promise, and backing it up with proof, this step clears away any hesitation. A strong push could mean addressing common objections, creating urgency, or simply offering an easy, clear call to action. The goal is to make the decision to act feel effortless.
Why the 4 Ps Work So Well
This formula resonates because it mirrors the way people naturally make buying decisions. Most purchases start with an emotional pull - an image of a better future - and are later justified with logical reasons. The 4 Ps embrace this by leading with emotion (the picture) and following up with logic (promise, proof, and push).
The picture stage is particularly effective because it allows prospects to experience the benefits in their minds before they even make a purchase. Once someone can visualize themselves enjoying the results, they’re already emotionally invested. The remaining steps simply build the logical case to justify that emotional commitment.
Best Formats for Using the 4 Ps
The 4 Ps thrive in content formats that allow for storytelling and emotional engagement:
- Sales letters and long-form landing pages: These formats give you the space to fully explore each P. You can dive deep into the picture, build anticipation, and then reveal your solution.
- Email marketing campaigns: The picture stage makes for compelling opening lines, grabbing attention and boosting engagement.
- Video sales presentations: Videos can bring the picture stage to life visually, showing prospects exactly what their transformed reality could look like.
- Social media ads: Even in shorter formats, the emotional hook of the picture stage can make your ads stand out. Each P can be condensed into just a sentence or two for maximum impact.
Tips for Maximizing Each P
To make the most of the 4 Ps, you need a deep understanding of your audience’s desires and frustrations. The picture stage should tap into not just what your audience wants, but how they want to feel. For instance, a fitness program might focus on confidence and energy rather than just weight loss. A business tool might highlight feelings of control and success, not just improved efficiency.
Your promise should naturally connect the current reality to the vision you’ve painted. It needs to feel like the only logical bridge between where your audience is and where they want to be.
When it comes to proof, align it with the picture you’ve created. If your picture emphasizes time savings, use testimonials that specifically mention how much time customers have saved. If it’s about reducing stress, include case studies that highlight peace of mind and improved work-life balance.
Finally, the push should make the decision to act feel effortless. This could mean offering risk-free trials, flexible payment options, or simply providing clear and straightforward instructions for the next step.
The beauty of the 4 Ps is that it adapts to different audience segments. For those who are aware of their problem but not yet familiar with solutions, spend more time crafting the picture and promise. For prospects who are already exploring solutions, focus more on proof and push to guide them toward a decision.
Up next, we’ll look at how this approach naturally leads prospects to take action.
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9. The Fan Dancer
The Fan Dancer formula takes its name from the art of teasing - revealing just enough to pique curiosity while keeping the full picture hidden. Think of it like a performer using a fan to alternately conceal and reveal, drawing attention and building intrigue. Instead of leading with your strongest point, this technique doles out enticing hints, leaving your audience wondering, "What’s the catch?" or "How does that work?"
How the Fan Dancer Sparks Curiosity
This method works because people are naturally drawn to incomplete information. When you hint at a solution without fully explaining it, you create a "curiosity gap" - that irresistible pull between what someone knows and what they want to know. It’s about presenting familiar ideas in fresh, unexpected ways that make readers stop and think .
For example, instead of a straightforward pitch like, "Learn how to get more clients", a Fan Dancer twist might say: "The surprising social media shortcut that saves 10 hours a week and doubles your leads." The key? You don’t immediately reveal the secret, leaving readers intrigued and eager to learn more.
Best Uses for the Fan Dancer Formula
The Fan Dancer formula is perfect for grabbing attention quickly - whether in email opt-ins, headlines, or sales pages. Its strength lies in creating a curiosity gap that hooks your audience and keeps them engaged.
Take email opt-ins, for instance. In 2016, Circles.Life, a telecom company in Singapore, nailed this approach with a clever popup. Instead of using overused phrases like "subscribe" or "sign up", they crafted attention-grabbing language that avoided clichés and kept readers guessing.
On sales pages, this formula can help you build anticipation. Instead of laying all your cards on the table right away, you can drip-feed compelling details, keeping readers intrigued as they scroll through your copy.
How to Apply the Fan Dancer Technique
The beauty of the Fan Dancer formula is its flexibility. While it’s not rigid, it does require a solid understanding of what grabs your audience’s attention. Start by identifying the most exciting aspects of your offer - the benefits that make people stop and take notice. Then, instead of stating them outright, tease these benefits in a way that speaks directly to your audience’s pain points.
For example, instead of saying, "Attract more clients", you could hint with something like: "Discover how to book clients even while you’re sleeping."
Tailoring the Fan Dancer to Your Audience
The success of this technique depends on how well you understand your audience. Your hints need to address their real challenges, not generic ones. Each reveal should build on the previous one, creating a breadcrumb trail that keeps readers engaged and curious. The idea is to guide them step by step, with every new detail pulling them deeper into your content.
That said, this approach requires patience - not just from you, but from your readers. You’re asking them to stick around for the payoff, so your hints need to be more than clever wordplay. They should spark genuine interest and leave your audience eager to take action, whether that’s signing up for your email list, clicking through to a sales page, or making a purchase.
Up next, we’ll explore a more structured formula that breaks persuasion into clear, actionable steps.
10. The 1-2-3-4 Formula
While the Fan Dancer technique thrives on intrigue and curiosity, the 1-2-3-4 Formula takes a more straightforward approach. It offers a clear, step-by-step pathway designed to guide readers seamlessly toward conversion. By breaking down an offer into four actionable steps, this formula eliminates confusion and provides a logical roadmap for potential customers.
Why Simple Steps Lead to Conversions
When faced with decisions, people naturally gravitate toward simplicity. The 1-2-3-4 Formula leverages this by presenting information in an easy-to-follow sequence. Each step builds on the previous one, creating a sense of progress that keeps readers engaged. This structure also combats decision paralysis - where too much information can overwhelm and deter someone from taking action. With numbered steps, the process feels manageable and achievable, which encourages readers to follow through.
Where the 1-2-3-4 Formula Shines
This strategy works exceptionally well in formats like landing pages, email campaigns, product demos, and social media posts. On landing pages, the numbered structure allows visitors to quickly grasp what’s being offered and how to proceed. Email campaigns can dedicate one email to each step, creating anticipation and reinforcing the message.
For product demonstrations or how-to content, this formula helps break down complex processes into digestible steps, making it easier for the audience to envision success. Sales pages for courses, software, or services can use this structure to map out the customer journey, from sign-up to achieving results.
On social media platforms like LinkedIn or Facebook, the scannable nature of numbered posts grabs attention in busy feeds. It’s a format that works well for audiences skimming for quick, actionable insights.
How to Implement It Effectively
Start by identifying the four key steps of your offer. Each step should provide a distinct and valuable piece of information, moving the reader closer to taking action. Keep it simple - focus on one concept per step to avoid overloading your audience.
Use clear, active language for each step. Instead of vague promises, describe exactly what happens at each stage. For example, instead of saying "Get started", you might say, "Sign up in seconds with your email." This kind of specificity builds trust and helps readers picture themselves successfully completing the process.
Why Structure Matters
The 1-2-3-4 Formula works because it aligns with how modern audiences consume content. In today’s fast-paced digital world, people often scan before fully reading. Numbered steps naturally break up content into digestible chunks, making it easier to absorb while still delivering the full message.
This method also appeals to different learning styles. Logical thinkers appreciate the clear, step-by-step progression, while others find the structure reassuring and easy to follow. Each step can address a specific concern or objection, guiding readers from initial interest to final commitment.
By focusing on simplicity and clarity, the 1-2-3-4 Formula delivers results without overcomplicating the process. It respects your audience’s time while providing a clear path forward - helping you connect with potential customers in a way that feels effortless and approachable.
Up next, we’ll dive into how storytelling can breathe life into your content, turning dry facts into narratives that emotionally resonate with your audience.
11. The Storytelling Formula
Stories aren’t just words on a page - they’re experiences. While numbered steps and bullet points might organize information neatly, storytelling taps into emotions, creating a deeper connection. The Storytelling Formula transforms straightforward descriptions into narratives that stick with your audience, helping them visualize their own success through the lens of someone else’s journey.
The Emotional Connection That Drives Action
When people read a story, their brains light up in ways that facts and figures simply can’t replicate. Reading about a character overcoming obstacles triggers empathy, making the experience feel personal. It’s as if the reader is living the story themselves. This emotional engagement encourages them to identify with the character, nudging them toward the same actions that led to success in the narrative.
Stories also have a way of breaking down skepticism. Instead of making bold claims about what your product can do, you’re showing its impact through someone else’s experience. This allows the audience to draw their own conclusions, which feels far more genuine than being told what to believe.
Where Stories Shine the Brightest
The Storytelling Formula thrives in formats like case studies, email campaigns, sales pages, and video content. Case studies, in particular, transform customer achievements into relatable journeys, moving from problem to resolution. Email campaigns can unfold a story over several messages, keeping readers hooked and eager to see how it all turns out.
On sales pages, stories break up dense product information with relatable scenarios. Instead of diving straight into technical details, you can kick things off with a story that highlights a problem your audience faces - and how your product solves it. Video content amplifies this effect even more, combining visuals with storytelling to create an emotional pull that words alone might not achieve.
Social media platforms like Instagram and LinkedIn are also ideal for story-driven posts. Whether it’s a tale of transformation or overcoming challenges, these platforms reward engagement, and stories naturally spark comments, shares, and conversations.
Structuring Your Story
A great story follows a classic arc: a relatable character faces a challenge, discovers a solution (your product or service), and experiences a transformation. The magic lies in making the character someone your audience can relate to - whether it’s through shared struggles, goals, or backgrounds.
Details matter. Instead of saying, "a business owner", introduce "Sarah, a marketing consultant from Denver who was struggling to find new clients." Specifics like these help your audience see themselves in the story, fostering a stronger emotional connection.
The challenge should reflect real pain points your audience experiences. Over-the-top dramatization isn’t necessary; authenticity resonates more. Show how the problem impacted the character’s life, work, or relationships. This builds urgency and helps readers recognize their own situations in the narrative.
A Seamless Transition to the Solution
When introducing your product or service, the transition should feel natural - never forced. Avoid portraying your offering as a magical fix. Instead, show how the character discovered it, the doubts they initially had, and what convinced them to give it a try. This mirrors the thought process your audience might be going through.
The focus should always remain on the transformation. Highlight how the character’s life or business improved, the new doors that opened, and the emotions tied to their success. These outcomes become the benefits your audience associates with your offering.
The beauty of the Storytelling Formula lies in its ability to respect your audience’s intelligence while engaging their emotions. Instead of pushing for a quick sale, you’re inviting readers to see themselves in a narrative of success. This builds trust and creates a lasting connection that goes beyond a single transaction.
Up next: discover how the Star-Chain-Hook Formula can take your storytelling to the next level.
12. The Star-Chain-Hook Formula
Picture the Star-Chain-Hook Formula as a three-act performance designed to captivate your audience. It starts with an attention-grabbing opener, builds momentum with a logical flow of ideas, and ends with a call-to-action that feels natural and persuasive. This structure aligns perfectly with how we process information: first, we notice; then, we understand; and finally, we act.
The Star: Grabbing Attention Right Away
The "Star" is your big opener - the moment that stops readers in their tracks. It could be a bold claim, a surprising fact, or a question that makes them think twice. Unlike methods that ease into the topic, this formula demands immediate engagement. Your Star should address a key concern or challenge your audience faces in a way that’s impossible to ignore.
For example, if you're speaking to small business owners struggling with cash flow, you might open with: "Did you know most profitable businesses don’t fail because of a lack of customers but because of poor financial management?" This statement zeroes in on a common pain point and sets the stage for the rest of your message. Once you’ve hooked them, it’s time to build momentum.
The Chain: Keeping the Momentum Going
With their attention locked in, the "Chain" takes over, guiding readers through a logical sequence of ideas. Each point should connect seamlessly to the next, addressing doubts and leading them toward your solution without feeling pushy.
This step isn’t about hard selling - it’s about building trust. By presenting a clear, step-by-step narrative, you help readers feel informed and confident. The goal is to make your call-to-action feel like the natural next step in the journey you’ve laid out.
The Hook: Closing the Deal
The "Hook" is where everything comes together. After laying the groundwork with your Star and Chain, the Hook delivers a specific and compelling call-to-action. It combines logic with a sense of urgency, encouraging readers to act right away.
Instead of a generic prompt like "Sign up now", make it specific and time-sensitive. For instance, "Join the growing community of business owners who’ve secured their spots in our cash flow mastery program - spots are limited, so act fast!" This approach reinforces the value you’ve presented and creates urgency without feeling forced.
Why This Formula Works
The Star-Chain-Hook Formula shines in scenarios where grabbing attention quickly is essential, such as sales pages, email campaigns, and social media ads. It’s especially effective for complex products or services that require explanation without losing the reader’s interest. The formula is also great for addressing skeptical audiences, as the Star captures their attention, the Chain builds trust, and the Hook makes acting feel like the logical choice.
Plus, it’s flexible. Whether you’re crafting a short social media post or a detailed sales page, this formula adapts to fit your needs.
How to Put It Into Action
Start by identifying your audience’s biggest challenge or desire - this becomes the focus of your Star. Make sure your opening speaks directly to their concerns. Next, map out three to five key points for your Chain, ensuring each one flows naturally into the next. Read it out loud to check for smooth transitions.
Finally, craft a Hook that ties everything together. It should feel like the logical conclusion to your message, giving readers a clear reason to act immediately. The best Hooks respect your audience’s time while making it easy for them to take the next step.
Next, we’ll explore how the Question-Answer Formula can transform curiosity into action. Stay tuned!
13. The Question-Answer Formula
The Question-Answer Formula works like a conversation, drawing readers in by posing questions that guide them toward the answers they’re looking for. Instead of simply presenting conclusions, this method feels more like a collaborative journey, where readers feel involved in uncovering the solution themselves.
This approach taps into a basic psychological principle: when you ask a question that resonates with someone's current situation, their brain instinctively starts looking for an answer. By providing that answer clearly and effectively, you create a sense of resolution that builds trust and keeps them engaged.
How Strategic Questioning Works
This formula, much like other trust-building techniques, relies on guiding readers through a logical and relatable process. A particularly effective variation is the Situation-Complication-Question-Answer (SCQA) structure. Here’s how it works:
- Situation: Start by describing a scenario your audience is familiar with.
- Complication: Introduce a challenge or pain point they’re likely facing.
- Question: Pose a direct question that highlights their concern.
- Answer: Provide a clear, actionable solution.
For instance, imagine a small business owner who handles customer data daily but is worried about rising cyber threats. You might write: "You’ve built a thriving online business and manage customer data every day. But with cyberattacks increasing, how can you keep your customers’ information safe without overspending?" Then, you present your security solution as the answer.
This works because it mirrors how people naturally solve problems. They encounter a situation, face a challenge, ask a question, and then seek an answer. By aligning your messaging with this process, your content feels intuitive and trustworthy, seamlessly guiding readers to your solution.
Where This Formula Shines
The Question-Answer Formula is especially effective in educational or informative content, where readers need to understand the problem before considering a solution. It’s ideal for explaining complex products or services, such as software, financial tools, or consulting packages.
It also works wonders in email campaigns. A subject line like "Struggling with employee turnover?" grabs attention by addressing a specific pain point. The email can then outline the costs of high turnover and present your HR solution as the fix.
Landing pages benefit too. Instead of assuming what visitors care about, this approach acknowledges their concerns directly. By asking the right questions and providing clear answers, you guide them toward your product or service in a way that feels natural and persuasive.
The Five Questions Approach
A related strategy is the "Five Questions" formula, which tackles the key concerns every potential customer has:
- What is it?
- Who is it for?
- What will it do for me?
- How do I know this is true?
- What do I need to do next?
This structure works well for product descriptions and sales pages. Each question can act as a section header, making the content easy to scan while addressing objections and concerns upfront. By answering these five questions, you ensure that your messaging covers all the bases that influence buying decisions.
Making It Work for Your Audience
To make this formula resonate, craft questions that speak directly to your audience’s specific needs. Avoid generic prompts like "Want to make more money?" Instead, use targeted questions such as "Tired of spending hours updating your inventory spreadsheets?" The more specific and relevant your questions, the more your audience will feel like you truly understand their challenges.
Timing also plays a role. This formula works best when your audience is already aware of their problem and actively searching for a solution. If they don’t yet recognize the issue, this method might not be as effective.
Up next, we’ll dive into the Problem-Solution-Benefit Formula for an even more streamlined way to craft your message.
14. The Problem-Solution-Benefit Formula
The Problem-Solution-Benefit Formula is a straightforward, three-step approach designed to turn readers into customers. It works because it aligns with the natural way people make buying decisions: they identify a problem, explore solutions, and weigh the benefits before committing.
This formula cuts straight to the chase. First, you highlight a specific issue your audience is struggling with. Then, you introduce your product or service as the answer. Finally, you explain the concrete benefits they’ll gain. This clarity makes it especially appealing to busy decision-makers who need quick, actionable information.
Why This Formula Works So Well
The strength of this formula lies in its logical flow. By starting with a problem your audience already relates to, you immediately grab their attention. They’ll think, "That’s exactly what I’m dealing with."
Next, when you present your solution, you bridge the gap between their problem and a way forward. But the real magic happens in the final step: the benefits. This is where you paint a picture of how their life or business improves after using your solution.
For example, a project management software company might say: "Remote teams struggle to stay aligned across time zones. Our dashboard centralizes updates in real time, so your team meets deadlines, stays on track, and lets you focus on strategy."
Best Content Formats for This Approach
This formula works wonders across multiple formats:
- Email subject lines and preview text: The problem grabs attention, the solution provides context, and the benefit gives them a reason to open the email. For example: "Inventory chaos draining profits? Automate tracking and never oversell again."
- Landing pages: Each step of the formula can serve as a section header, creating a scannable, persuasive page. Start by addressing the visitor’s concerns, then introduce your solution, and finish with a benefits section that shows the positive outcomes they can expect.
- Social media ads: This formula shines in short-form content. A fitness coach might post: "Can’t stick to workout routines? My 15-minute sessions fit any schedule. Build strength without losing sleep or family time."
These formats make the most of the formula’s clarity, guiding potential customers toward action.
How to Use This Formula Effectively
Be specific. Instead of vague problems like "need more sales", call out precise challenges like "losing qualified leads due to generic follow-up emails." This makes your audience feel understood and increases the relevance of your solution.
When describing your solution, avoid generalities. Replace phrases like "our platform optimizes performance" with clear examples like "our software reduces page load times from 8 seconds to under 2 seconds." Specificity helps your audience see exactly how your offering solves their problem.
Finally, focus on outcomes, not features. Don’t just say your accounting software has automated invoicing - explain how it helps users get paid 40% faster and saves them 3 hours of admin work each week. These concrete benefits help your audience visualize the impact on their lives or businesses.
Addressing Customer Needs at Every Stage
This formula is effective across various levels of customer awareness, but it’s particularly powerful for audiences who already know their problem. They don’t need convincing about the issue - they need a clear solution.
For customers comparing options, the benefits step becomes your chance to stand out. Highlight specific results that matter most to them, whether that’s saving time, cutting costs, or improving efficiency.
The formula also naturally handles objections. Acknowledging the problem validates their concerns, introducing the solution shows it’s feasible, and outlining the benefits justifies the investment. This step-by-step approach lowers resistance and makes it easier for customers to decide.
Next, we’ll explore the Guarantee Formula, a strategy that tackles buyer hesitation by removing risk from the equation.
15. The Guarantee Formula
The Guarantee Formula is all about removing risk and turning hesitation into confidence. The idea is straightforward: when customers feel protected from potential loss, they're much more likely to take action. Instead of focusing on what they stand to gain, this formula addresses what they won’t lose.
At its core, this approach relies on risk reversal. When someone considers a purchase, doubts inevitably creep in. Questions like, “Will this product deliver as promised?” or “What if I’m not satisfied?” can stop a sale in its tracks. A strong guarantee shifts this risk away from the customer and back to the business, easing these fears and making the decision easier.
Why Guarantees Drive Conversions
Guarantees work because they break down emotional barriers. Fear of making the wrong choice is a major reason people hesitate to buy. A solid guarantee helps eliminate this psychological friction, making the decision feel safer and more logical.
But the best guarantees go beyond the standard “money-back” offers. They create a scenario where the customer feels like they have everything to gain and nothing to lose. This mindset shift can be even more persuasive than listing out product features or benefits.
Different types of customers have different concerns. For example:
- Skeptical buyers need reassurance that you’ll deliver on your promises.
- Price-conscious shoppers want to know their money won’t go to waste.
- First-time customers need to feel confident about your reliability.
A well-thought-out guarantee can address all these concerns at once, helping to convert hesitant buyers into loyal customers.
Tailoring Guarantees to Different Industries
The type of guarantee you offer should align with your industry and audience. Here’s how different businesses can adapt:
- Software and SaaS companies: Offering “no credit card required” free trials removes the fear of financial commitment right away. This lets potential customers experience your product without feeling tied down.
- Service-based businesses: Free consultation calls work well as a risk-reducing strategy. These calls allow clients to see your expertise firsthand before committing to a larger engagement.
- E-commerce businesses: Fast and hassle-free refunds are key. Knowing they can easily get their money back encourages customers to try products they might otherwise hesitate to buy.
- Subscription services: “Keep the bonus” guarantees are especially effective. Even if the customer cancels or requests a refund, they get to keep any bonuses or extras they received. This softens the blow of canceling and still leaves them with something of value.
Implementation Across Content Types
You can weave guarantees into various types of content to maximize their impact:
- Email campaigns: Use guarantee-focused language in subject lines and calls-to-action. For example, instead of “Buy Now,” try “Try It Risk-Free for 30 Days.” This small tweak can improve open and click-through rates by addressing hesitation early on.
- Landing pages: Highlight your guarantee prominently, ideally near your main call-to-action. Don’t bury it in fine print - use clear, straightforward language to explain what’s covered and how it works.
- Social media ads: A simple “100% satisfaction guaranteed” message can stand out in a crowded feed. While competitors are busy bragging about features, this approach builds instant credibility and trust.
Addressing Common Objections
Even with a strong guarantee, some customers may still hesitate. Anticipating and addressing their concerns can make all the difference. For example:
- On newsletter sign-up forms, include a line like, “We’ll never send SPAM,” to reassure users about email quality and frequency.
- For high-ticket items or services, consider offering extended guarantee periods. A 90-day guarantee, for instance, signals more confidence than a standard 30-day offer and can sway even the most cautious buyers.
Make sure to clearly explain the process, timeline, and any conditions of your guarantee. Avoid confusing fine print that could erode trust. The goal is to make customers feel secure, not to find loopholes for avoiding your promises.
When customers trust that you’ll stand behind your offer, they’re far more likely to move forward with confidence. That’s the power of the Guarantee Formula.
Comparison Table
Here’s a handy table to help you align each formula with your marketing goals and your audience’s preferences.
| Formula Name | Best For | Primary Strength | Potential Limitation |
|---|---|---|---|
| Problem-Agitate-Solution (PAS) | Email campaigns, sales pages for pain-based products | Builds emotional urgency by highlighting frustrations | Can feel manipulative if overdone or applied to minor issues |
| Attention-Interest-Desire-Action (AIDA) | Traditional ads, landing pages, product launches | A proven structure that logically guides buyers | May seem overused in markets filled with similar tactics |
| Features-Advantages-Benefits (FAB) | Product descriptions, B2B sales, technical products | Connects product features to why they matter | Risk of becoming too technical, losing emotional appeal |
| Before-After-Bridge (BAB) | Transformation products, coaching, weight-loss programs | Vividly illustrates the desired outcome and the journey | Needs a clear, measurable transformation to resonate |
| Four Cs (Clear, Concise, Compelling, Credible) | Corporate messaging, professional services, brand communication | Ensures clarity and trustworthiness | Lacks emotional depth; more of a guideline than a persuasive tool |
| Awareness-Comprehension-Conviction-Action (ACCA) | Educational content, complex offerings, B2B sales | Educates while building a case for action | May lose impact in fast-paced digital settings due to length |
| Problem-Promise-Proof-Proposal (PPPP) | High-ticket items, consulting, premium products | Builds trust with evidence before asking for commitment | Demands strong proof like testimonials or case studies |
| The 4 Ps (Picture, Promise, Prove, Push) | Visual campaigns, social media, lifestyle products | Creates an aspirational vision for quick action | Relies on emotional appeal, which may not suit logic-driven buyers |
| The Fan Dancer | Teasers, product launches, subscription services | Builds excitement by revealing bits of information | Can frustrate those who want immediate details |
| The 1-2-3-4 Formula | How-to guides, process breakdowns, step-by-step content | Simplifies complex ideas into actionable steps | Can feel overly basic for advanced audiences or nuanced topics |
| The Storytelling Formula | Brand marketing, personal services, emotional products | Forges emotional connections through relatable stories | Requires time and effort to craft effectively; not ideal for all products |
| The Star-Chain-Hook Formula | Blog posts, content marketing, thought leadership | Combines authority with engaging storytelling | Needs strong credibility or notable achievements to work well |
| The Question-Answer Formula | FAQs, educational content, objection handling | Directly addresses concerns with clear answers | Can become repetitive and lacks emotional depth |
| The Problem-Solution-Benefit Formula | Quick pitches, elevator speeches, concise proposals | Quickly gets to the point with a streamlined approach | May not provide the depth needed for complex decisions |
| The Guarantee Formula | Risk-averse buyers, new customer acquisition, premium pricing | Reduces hesitation by eliminating perceived risks | Requires robust support for guarantees, which could lead to higher refund rates |
Use this table to zero in on the formula that fits your audience and objectives. For example, analytical buyers often prefer approaches like FAB or PPPP, while emotion-driven buyers connect more with storytelling or BAB. If your product is simple and encourages impulse purchases, formulas like AIDA or the 4 Ps are ideal. For complex B2B solutions, ACCA or PPPP might be more effective.
Keep in mind that your marketing channel and available resources also play a role. The best marketers often combine multiple formulas to align with their campaign goals and audience needs.
Conclusion
These 15 copywriting formulas offer a reliable framework for transforming casual visitors into loyal customers. Each formula taps into specific psychological triggers and customer mindsets, giving you the flexibility to tackle almost any marketing challenge.
But here's the thing: the real magic happens when you pair these formulas with thorough research and testing. Experts suggest that research should make up 60% to 80% of your copywriting process before you even decide on a formula. Start by clarifying your core messages, identifying your audience, and determining the format that best suits your goals. When you align your copy with your audience's intent, it naturally becomes more engaging and relevant.
Once your foundation is set, dive into testing. A structured approach is key. Label your variations clearly, stick to consistent testing timelines, and set proper thresholds to ensure statistical confidence. Keep your changes focused so you can pinpoint what’s driving results, and document everything to refine your strategy over time. Testing your copy in real-world scenarios helps you uncover what resonates most, allowing you to fine-tune for even better performance.
Leverage tools like GPT or Claude to quickly adapt your messaging for testing. Pair these with apps like Hemingway for readability, CoSchedule's headline analyzer for attention-grabbing titles, and Grammarly for a polished final product.
Keep in mind that no single formula works for every situation. Each has its strengths depending on your goals, content type, and writing style [7,12]. The most effective marketers don’t just stick to one - they mix and match formulas to fit their campaigns and audience needs.
FAQs
How can I pick the best copywriting formula to connect with my audience and achieve my marketing goals?
To pick the best copywriting formula, start by focusing on your audience. Understand their needs, goals, and challenges, as well as how well they know your brand. This insight will help you craft messaging that resonates with them.
Next, consider your marketing goals and the type of content you're working on. Different formulas are better suited for specific formats - like landing pages, email campaigns, or social media posts. Matching the formula to the purpose and platform ensures your message hits the mark.
Lastly, make sure the formula fits your product or service. For instance, emotionally-driven formulas might be ideal for lifestyle or personal products, while a data-focused approach could work better for technical or professional offerings. The trick is finding the right balance between what your audience needs and what your business aims to achieve.
What are the best ways to test and improve copywriting to boost conversions?
To improve conversions, begin with A/B testing key elements of your copy. Experiment with different headlines, problem statements, and calls to action (CTAs) to discover what connects best with your audience.
Pay close attention to metrics such as click-through rates, time spent on the page, and conversion rates to evaluate how well your copy performs. Use these insights to make adjustments - focus on making your message clearer, highlight the benefits, and tweak the tone or wording to better match your audience's expectations.
Consistently testing and refining your copy ensures it stays effective and continues to deliver results.
Can you use more than one copywriting formula in the same piece of content?
Yes, you can mix and match different copywriting formulas within a single piece of content to make it more engaging and impactful. These formulas are versatile tools that can work together to shape your message and cover various aspects of your audience's needs. For example, you could use the AIDA formula to structure the overall flow of your content while weaving in the PAS formula to zero in on a specific problem and its solution.
When you combine these approaches thoughtfully, your content can capture attention, spark interest, and inspire action - all while addressing your audience's main challenges. The trick is to ensure the formulas work in harmony and align with the purpose of your content.
