Every member of your team should have an awareness or even command of these techniques. Learn 6 copywriting formulas, complete with outlines, examples, and recommend applications covering both Conversion and Information strategies.
AIDA – Attention Interest Desire Action
- Attention: Grab the reader's attention.
- Interest: Generate interest in the product/service.
- Desire: Create a desire for the product/service.
- Action: Encourage the reader to take action.
- Attention: "Tired of sleepless nights?"
- Interest: "Discover our revolutionary sleep aid formula."
- Desire: "Imagine getting a full 8 hours of deep, restful sleep."
- Action: "Order now and wake up refreshed tomorrow!"
Conversion Strategy: Use AIDA in sales pages, landing pages, and email campaigns to guide potential customers through the buying process.
Information Strategy: Use AIDA in educational content by grabbing attention with a compelling fact or question, generating interest with intriguing information, creating desire by showcasing the benefits of the knowledge, and then suggesting a next step (like reading another article or signing up for a newsletter).
PAS – Problem Agitation Solution
- Problem: Identify a problem the reader is facing.
- Agitate: Intensify the problem or its consequences.
- Solution: Offer a solution to the problem.
- Problem: "Struggling with persistent acne?"
- Agitate: "Left untreated, acne can lead to scars and lower self-esteem."
- Solution: "Our dermatologically-tested cream clears acne in just 7 days."
Conversion Strategy: Use PAS in product descriptions, ads, emails, and landing pages to highlight the value proposition.
Information Strategy: Use PAS in blog posts or articles by identifying common problems, discussing their implications, and then providing educational solutions or advice.
4 Ps – Promise Picture Proof Push
- Promise: Promise a benefit.
- Picture: Paint a picture of life with the benefit.
- Proof: Provide evidence supporting the promise.
- Push: Give a push to take action.
- Promise: "Achieve radiant skin in just 2 weeks."
- Picture: "Imagine stepping out confidently, turning heads wherever you go."
- Proof: "9 out of 10 users saw visible results within the first week!"
- Push: "Don't wait. Get yours today!"
Conversion Strategy: Use the 4 Ps in sales pitches, video scripts, and product pages.
Information Strategy: Use the 4 Ps in how-to guides or tutorials by promising a result, illustrating the outcome, providing evidence (like case studies), and then pushing readers to try the method or learn more.
FAB – Features Advantages Benefits
- Features: Describe the product's features.
- Advantages: Explain the advantages of those features.
- Benefits: Highlight the benefits the user will receive.
- Features: "Our laptop has a 12-hour battery life."
- Advantages: "This means fewer interruptions and no need to carry a charger everywhere."
- Benefits: "Stay productive and enjoy uninterrupted work or entertainment."
Conversion Strategy: Use FAB in product listings, brochures, and catalogs.
Information Strategy: Use FAB when reviewing products or explaining new concepts or tech, helping your readers understand the full value of what's being discussed.
BAB – Before After Bridge
- Before: Describe life before the product.
- After: Paint a picture of life after using the product.
- Bridge: Show how the product creates that transformation.
- Before: "Before our app, managing finances was a chaotic task."
- After: "Now, track every penny with ease and clarity."
- Bridge: "With our intuitive interface and smart analytics, take control of your financial future."
Conversion Strategy: Use BAB in testimonials, case studies, and video ads.
Information Strategy: Use BAB in transformation stories or case studies, showcasing the journey and the tools or methods that led to the change.
5Cs – Command Convey Communicate Create Call
- Command Attention: Grab the reader's attention.
- Convey Information: Provide necessary details.
- Communicate Benefits: Highlight the benefits.
- Create Desire: Stir a desire for the product/service.
- Call to Action: Urge the reader to act.
- Command Attention: "Introducing the future of smartphones!"
- Convey Information: "With a 108MP camera, 1TB storage, and a foldable screen."
- Communicate Benefits: "Capture memories in stunning detail, store endless data, and enjoy a versatile design."
- Create Desire: "Be the envy of every tech enthusiast."
- Call to Action: "Pre-order now and be the first to experience innovation."
Conversion Strategy: Use the 5Cs in product launches, email campaigns, and landing pages.
Information Strategy: Use the 5Cs in news articles or announcements, guiding readers through the importance of the information and suggesting next steps.
The choice of formulae and its application can impact the effectiveness of your content strategy, whether you're aiming to inform or convert.
Check out how each might impact your work:
1. Purpose: Different formulas are designed for different purposes. For instance, if your primary goal is to persuade a reader to take action, a formula like AIDA (Attention, Interest, Desire, Action) might be more effective than a purely informational structure.
2. Audience: Some formulas are crafted to engage the audience emotionally, while others might be more logical or informational. Choosing the right formula can help you resonate more deeply with your target audience.
3. Structure: A good formula provides a clear structure for your content, ensuring that you don't miss any critical elements. This structure can guide the reader smoothly from the beginning to the end of your content.
4. Conversion: If you're in the business of selling products or services, the right copywriting formula can significantly boost your conversion rates. For instance, the PAS (Problem, Agitate, Solution) formula can be particularly effective in sales copy because it directly addresses the reader's pain points.
5. Consistency: Using a consistent formula or set of formulas across your content can provide a consistent brand voice and message, which can enhance brand recognition and trust.
6. Efficiency: Once you're familiar with a formula, it can speed up the content creation process. Instead of starting from scratch each time, you have a blueprint to follow.
7. Optimization: Recognizing and using specific formulas allows for more structured A/B testing. You can tweak specific parts of the formula to see what resonates best with your audience, leading to continuous improvement in your copy's performance.
8. Learning: Many of these formulas have been around for decades and have been used in some of the most successful advertising campaigns. By understanding and using these formulas, you're leveraging proven strategies that have stood the test of time.
You don't have to stick to a specific formula, but understanding the various copywriting formulas and their strengths can be powerful tools in your content creation efforts. They can help you make your content purposeful, engaging, and effective.