9 Copywriting formulas that’ll kickstart your creative brain

It’s a Friday before the big launch.

You’re looking at a blank page for the third hour in a row.

A bead of sweat glides down your back as you flip to your calendar (again).

You avoid even hovering near the word “DEADLINE”.

Walking around the block didn’t help. Neither did classical music or cafe noises. You have a solid messaging guide, but just can’t shape it into anything… moving. Compelling. Convincing. 

This is the moment copywriting formulas strut into the room and bust through all your imposter syndrome. 💪

Of course, you could have called them in earlier, but you’re stubborn. What copywriter isn’t?

Copywriting formulas are reverse-engineered from deeply persuasive writing so that we could understand what moves people to action. You can use them for any sort of writing—landing pages, website copy, emails, headlines, subject lines, dating app bios… take your pick. 

Key types of copy, like headlines, will also have their own formulas you can look up, but you can apply the formulas in this article to both sections, sentences, and whole manuscripts, if you wish.

The goal here, today (dearly beloved), is to give you a taste of:

• The best times to use copywriting formulas
• Why these formulas are so dang powerful
• 9 tried-and-true formulas used by the greats (and not-so-greats)
• 15 examples of copywriting formulas in action
• How to experiment with formulas (and learn more about yourself)

And bear with me here, I know that we hate acronyms here at Growclass, but these formulas come with long names.

Let’s dive in. 

Why and when to best use copywriting formulas

Copywriting formulas are like recipes… for persuasion. 😌

They provide a structure that helps writers organize their thoughts and present information in a way that pulls at reader’s heart strings and reasoning. 

But why do these formulas work so well?

• They tap into human psychology: Many copywriting formulas are based on psychological principles, like loss-aversion or FOMO, that influence decision-making and behavior. They also play with pattern recognition (and offer opportunities for breaking those patterns!)
• They create a logical flow: Formulas help guide readers through a natural progression of thoughts, making your message easier to follow and understand.
• They ensure you cover key points: By following a formula, you're less likely to forget crucial elements of your message.
• They save time: With a proven structure to follow, you can create powerful copy more quickly and consistently.
• They’ve been proven over time: These formulas have been refined through decades of testing across different industries and mediums. They represent best practices distilled from countless successful campaigns.

Sometimes, you have all the ingredients in the fridge, but you can’t seem to see an end dish that’s worthy of eating. Formulas help solve that problem, get to a solution, and start eating (or editing.)

How to experiment with copywriting formulas

First, you’ll want to have your main messages, target audiences, and formats in mind for your copy. 

If you’re in a time crunch, use AI to adapt your current messaging into a different structure.

If you have time to kill, feel free to experiment with which formula you’d use and how you’d restructure the information at hand.

The most interesting part of copywriting is unlocked when you start treating language like a psychological puzzle, where every piece has a purpose and can be moved or adapted to create a different emotional arc for the reader.

Formulas help you short-cut that and think of how to best present the plain data and information you’re given—in a way that’ll be most convincing. 

How copywriting formulas enhance your creativity

When writer's block hits and deadlines loom, copywriting formulas aren't just tools–they're your creative lifeline. 

In high school, while learning about the rules of writing an essay, or a poem, most people groaned with frustration.

“Why 7 words?! Why a burger metaphor?! Why is couplet such a funny word!?”

But structure—like the formulas above—can actually provide the constraints you need to be your most creative self. Sometimes, writers get so bogged down about specifics, that they forget about the big picture: to persuade, convince, and move to action. 

9 Proven copywriting formulas

Alright, now to the tangible forumlas you can start using today!

1. PAS: Problem-Agitate-Solution

The grand-daddy of all copywriting formulas, PAS is broken down into:

• Problem: Identify a pain point your audience is experiencing. (Describe the wound!)
• ‍Agitation: Emphasize the negative consequences of not addressing this problem. (Press into the wound.)
• ‍Solution: Present your product or service as the ideal solution. (Provide a salve.)

‍Best used when: 

• The problem is immediately relatable (your audience is problem-aware) 
• The pain of not solving it is significant
• Your solution provides clear, tangible benefits
• The audience is already aware they have the problem

PAS copywriting examples: 

Weight loss programs:

‍"Tired of crash diets that don't last? Every failed attempt leaves you more frustrated and discouraged. Our science-backed approach helps you lose weight sustainably without giving up foods you love."

Accounting software:

‍"Drowning in receipts and invoices? Tax season shouldn't be a nightmare that keeps you up at night. Our automated system categorizes everything instantly."

Legal services:

"Worried about protecting your business? One lawsuit could wipe out everything you've built. Our preventative legal packages keep you protected for a fraction of what litigation would cost."

2. AIDA: Attention-Interest-Desire-Action

AIDA is tied for #1 for the most well-known copywriting formula. It guides you through the four stages of the customer journey:

• Attention: Grab the reader's attention with a compelling headline or opening statement.
• ‍Interest: Pique their curiosity by highlighting key benefits or unique features.
• ‍Desire: Build emotional appeal by showing how your product or service can improve their life.
• ‍Action: Clearly state what you want the reader to do next (e.g., "Buy now," "Sign up today").

‍Best used when: 

• You can create an immediate hook
• The product has strong visual or emotional appeal
• There's a compelling story to tell
• You can build anticipation/excitement
• There's a clear value proposition
• The call to action feels natural and urgent

AIDA copywriting examples:

Premium cars:

‍"Zero to sixty in 2.8 seconds. (A) Our most powerful engine ever, wrapped in aerospace-grade aluminum. (I) Experience the raw thrill of 700 horsepower at your command. (D) Schedule your private test drive. (A)"

Music festivals:

‍"3 days. 100 artists. 1 unforgettable experience. (A) Join 50,000 music lovers under the desert stars. (I) Create memories that will last a lifetime with world-class performances and immersive art. (D) Early bird tickets available now. (A)"

3. AIDPPC: Attention-Interest-Description-Persuasion-Proof-Close

An expanded version of AIDA, AIDPPC provides a more deeper framework for more complex or higher-ticket offers that require building more trust:

• Attention: Grab the reader's attention.
• Interest: Pique their curiosity.
• ‍Description: Provide details about your offer.
• ‍Persuasion: Convince the reader of the value.
• ‍Proof: Offer evidence to support your claims.
• ‍Close: Ask for the desired action.

‍Best used when: 

• The purchase requires significant investment
• Buyers need multiple proof points—like social proof 
• There's competition to overcome
• Trust/credibility is crucial
• You have data or results that can support claims
• The decision involves multiple stakeholders

AIDPPC copywriting examples

Enterprise Software:

"Cut your IT costs by 40% in 90 days. (A) Join industry leaders transforming their cloud infrastructure. (I) Our AI-powered platform automatically optimizes resource allocation and identifies inefficiencies. (D) Imagine eliminating downtime and scaling resources on demand while your team focuses on innovation. (P) Case study: Fortune 500 client saved $2.3M in first year. ISO 27001 certified. (P) Book a demo to see your potential savings. (C)"

Real Estate:

"Stunning waterfront property just listed! (A) This rare find offers 4,000 sq ft of luxury living minutes from downtown. (I) Featuring floor-to-ceiling windows, a gourmet kitchen with top-of-line appliances, and a private dock. (D) Perfect for entertaining or enjoying peaceful sunsets from your private terrace. (P) Recently appraised at $2.2M, and neighboring properties sold for 15% above asking price. (P) Schedule your private viewing this weekend before our open house. (C)"

4. ACCA: Awareness-Comprehension-Conviction-Action

The ACCA formula works best for educational products, complex services, or solutions that require building deep understanding before purchase. 

• Awareness: Make the reader aware of a problem or opportunity.
• Comprehension: Help them understand the details and implications.
• Conviction: Build belief in your solution through evidence and argumentation.
• Action: Guide the reader towards the desired next step.

Best used when:

• There's a learning curve, which means you need to educate before you ask for a sale
• The solution requires behavioral change
• Benefits aren't immediately obvious
• Trust needs to be built through understanding
• Proof and credibility matter

ACCA copywriting examples:

Retirement Planning

"Did you know 67% of Americans aren't prepared for retirement? (A) 

Our comprehensive retirement planning involves three key steps:

1. Analyzing your current savings and future needs
2. Creating a diversified investment strategy
3. Optimizing tax efficiency and Social Security benefits 

We help you understand exactly where you stand and what you need. (C) Many clients double their retirement confidence after our first session. Our certified planners have helped over 10,000 families secure their future. (C) Schedule your free retirement readiness assessment today. (A)"

5. BAB: Before-After-Bridge

The BAB formula is excellent for highlighting “transformations”, or a clear contrast between the current and desired state:

• Before: Describe the customer's current state or problem.
• After: Paint a picture of the improved state after using your product/service.
• Bridge: Explain how your offering gets them from "Before" to "After".

Best used when: 

• There's a clear pain point
• The transformation is visible/tangible, results are relatable, and change feels achievable
• Emotional contrast is strong

BAB copywriting examples

Example: Online Career Course

"Ramit Sethi is a master copywriter (or probably hires master copywriters). He easily summarizes your current pain by painting you as a prisoner of your 9-5—and then immediately helps you imagine a better future with more money and more freedom. But only if you get Earnable, one of his courses that teach you how to make more money as a side hustle."

‍

6. FAB: Features-Advantages-Benefits

The FAB formula works best for products or services where technical specifications or unique characteristics directly translate to user value. It's particularly effective for tech products, SaaS solutions, home appliances, sports equipment, and beauty products. 

• Features: Describe the specific characteristics of your product.
• Advantages: Explain how these features make your product superior to alternatives.
• Benefits: Illustrate how these advantages improve the customer's life.

Best used when: 

• Technical features matter 
• Product has clear differentiators
• Benefits are quantifiable
• Customers care about specifications
• Value proposition is straightforward
• Competition is feature-focused

FAB copwriting examples

‍Example: Beauty products

You know Fenty Beauty is going to have product descriptions that pop off.

"Weightless, creamy, longwear formula. Cream-powder hybrid. Light up where you want, when you want. Reflect your mood. Luminizing highlighter solos and duos. Skin-glorifying color. Designed for all skin tones. Melts into skin, blends with zero effort. Loaded with superfine shimmer."

We could go on and on. But have a look for yourself:

7. The 4 Ps: Picture, Promise, Prove, Push

The 4 Ps formula works especially well for aspirational products and services that can paint a vivid picture of transformation. It helps you build desire before proving your quality and outcomes, and therefore allows for more creativity.

• Picture: Paint a vivid image of the problem or desired outcome.
• Promise: Offer a solution or benefit that addresses the reader's needs.
• Prove: Provide evidence, testimonials, or data to support your claims.
• Push: Encourage the reader to take action.

Best used for: 

• Lifestyle products/services
• High-end offerings
• Transformational solutions
• Aspirational purchases
• Experience-based products
• Status-driven offerings

The 4 Ps copywriting examples:

Example: Personal Development Programs 

"Picture walking into any room radiating the kind of confidence that attracts opportunities effortlessly. (Picture) 

Our executive presence program will transform how others perceive and respond to you in 6 weeks. (Promise) 

85% of graduates receive a promotion within 3 months. Featured in Forbes and used by Fortune 500 leadership teams. (Prove) 

Secure your spot in our next cohort - applications close Friday. (Push)"

8. The "So What?!" Formula 

In copywriting, you’re taught that the impact of certain features is more important than the features themselves. The "So What?!" formula helps you dig deep enough to find those meaningful benefits by repeatedly asking "So what?" until you reach the core emotional benefit. Trying this about 5 times will be enough to drill down deep.

Your 3-step process to trying the "So What?!" formula: 

• Make a statement about your product/service.
• Ask "So what?" and answer with a benefit.
• Repeat until you've drilled down to core emotional benefits.

Best used when: 

• Technical features need translation (like niacinamide in beauty or everything in web3)
• Benefits aren't immediately obvious 
• Emotional benefits matter more than features 
• Multiple layers of value exist
• Purchase decisions are emotional 
• Products have complex features

Putting the "So What?!" in action:

Example: Home security system

"Our cameras feature 4K resolution. So what? 

You can see crystal-clear detail day or night. So what? 

You can instantly identify any suspicious activity. So what? 

You can protect your family from potential threats. So what? 

You can sleep peacefully knowing your loved ones are safe." 

9. Why/Try/Buy Formula 

This is a simple yet effective structure that works incredibly well for subscriptions, SaaS products, online learning platforms, food/meal services, and professional services.

• Why: Explain why they need your product/service.
• Try: Offer a way to experience it (demo, free trial, etc.).
• Buy: Present your offer and call-to-action.

Best used when: 

• There's a clear problem to solve but purchase barriers are high
• Free trials make sense
• Risk reversal is important
• Value proposition is strong
• Trial-to-paid conversion is key

Why/Try/Buy copywriting example:

Example: Food/Meal Services 

Why: The average family throws away $1,600 of groceries yearly while struggling to plan healthy meals

Try: Get your first box with 3 chef-crafted meals for just $9.99 

Buy: Choose weekly deliveries starting at $129/month for 12 meals - pause or cancel anytime.

Bonus: 3 more copywriting formulas in action

1. AIDA in email marketing

Subject line:

Discover the Secret to Effortless Weight Loss (Attention)

Body:

‍Tired of fad diets that don't deliver? Our revolutionary supplement is changing the game. (Interest)

Imagine waking up every day feeling energized, confident, and proud of your body. With NutriSlim, you can achieve your dream physique without extreme diets or grueling workouts. (Desire)

Click here to start your transformation today! Limited time offer: Get 20% off your first order. (Action)

2. PAS in landing page copy

Headline:

‍Is Clutter Stealing Your Peace of Mind? (Problem)

Body:

Your home should be a sanctuary, but instead, it's a source of stress. Every cluttered corner reminds you of unfinished tasks. The mess is affecting your mood, your productivity, and even your relationships. (Agitation)

Introducing ClutterBuster: Your personal organization assistant. Our team of expert organizers will transform your space, creating custom storage solutions that fit your lifestyle. Reclaim your home and your peace of mind. (Solution)

3. FAB in product descriptions

Product: High-Performance Running Shoes

Features:

• Lightweight mesh upper
• Responsive foam midsole
• Durable rubber outsole with multi-directional traction

Advantages:

• Breathable and flexible fit
• Superior energy return with each step
• Excellent grip on various surfaces

Benefits:

• Stay comfortable during long runs, even in warm weather
• Run faster and longer with less fatigue
• Confidently tackle any terrain, from roads to light trails

By presenting the information in this FAB format, potential customers can easily understand not just what the product offers, but how it will improve their running experience.

It's time to put pen to paper

Whether you're crafting your first landing page or your thousandth email campaign, copywriting formulas provide battle-tested frameworks that simply work. 

Remember, even the most seasoned copywriters keep these formulas in their back pocket. They're not shortcuts or crutches–they're time-tested blueprints for persuasion that free your creativity while ensuring your message hits home.

So the next time you're staring at a blank page, don't sweat it. 

Pick a formula, trust the process, and watch your copy come alive. After all, some of the most memorable campaigns in history started with these same building blocks. Your next great piece of copy could be just one formula away.

Copywriting tools and resources

Here are some copywriting books that’ll teach you to do just that. 

And a conversion copywriting course to boot.

As for testing your copy, here are some copywriting tools you could use to buff it up:

• Hemingway App for readability
• CoSchedule's Headline Analyzer
• Grammarly for proofreading and style suggestions
• Any GPT (Claude is my preferred) to adjust copy into different formulas

Now, go forth and play with that copy like a kitten with a string.