Introduction: Why Good Copywriting Actually Matters
Most of us scroll past dozens of ads every day without really noticing them. Now and then, though, something grabs your attention. That’s usually not by accident—it’s good copywriting at work.
For businesses, solid copy is the difference between someone clicking or just moving on. Catchy, relevant words can make that split-second connection. But writing something that actually works, consistently, is harder than it looks. That’s where copywriting formulas come in.
Why Writers Use Copywriting Formulas
It’s not about being lazy. It’s about having a starting point. A formula gives you structure so your message doesn’t wander off. When you’re staring at a blank screen, a proven framework makes things less overwhelming.
Good copywriting formulas have been around for decades. They stick around because they usually work—across ads, landing pages, email, or social posts. Once you’ve tried them, you start seeing how much they shape what actually gets read.
What Makes a Copywriting Formula “Work”?
The formulas that stick aren’t magic, but they do follow some rules. They guide readers from the first word all the way to the action you want—like clicking “buy” or signing up for updates. That journey needs to feel smooth, logical, and easy to follow.
Formulas work best when they stay simple. You want words to come across like a helpful guide, not a pushy salesperson. And the best ones work in almost any industry or for any product.
These Three Copywriting Formulas Are Usually All You Need
There are more than three copywriting formulas out there, but a handful seem to come up again and again. If you know how these three work, you’ve already shortcut a lot of trial and error.
AIDA: The Classic Approach
AIDA stands for Attention, Interest, Desire, Action. It’s old but doesn’t really go out of style, because it follows how people read.
Let’s break it down:
– Attention: Grab the reader fast (think headlines or bold statements).
– Interest: Share something intriguing or relatable, so they keep reading.
– Desire: Show the reader how their life could improve.
– Action: Tell them the next step (like “Learn more,” “Buy now,” or “Sign up.”)
You’ll see this formula everywhere—from email subject lines to web pages for new apps.
PAS: Problem, Agitation, Solution
PAS is simple but powerful. You start by describing a problem the reader has. Make it vivid or even uncomfortable (“agitate” the problem) so the reader feels it. Then, show how your product or idea solves it.
Think about an ad for noise-canceling headphones:
– Problem: “Tired of trying to work in a noisy café?”
– Agitation: “Every little sound pulls you off task and ruins your flow.”
– Solution: “These headphones block out city noise, so you can focus wherever you want.”
PAS works on landing pages, in ads, or even in short social posts.
The 4Ps: Picture, Promise, Prove, Push
This one’s about painting a picture in the reader’s mind—then walking them through why your offer is real.
– Picture: Describe the life they want.
– Promise: Tell them what your product or offer can do.
– Prove: Add facts, testimonials, or other backup to show it’s true.
– Push: End with a prompt to take action.
If you’ve ever read a skincare ad that shows “real customer before and after” shots, you’ve seen the 4Ps at work.
How These Formulas Work in Different Places
Copywriting isn’t one-size-fits-all. What you’d write for a Facebook ad isn’t the same as an email subject. But you can flex these formulas to fit almost any spot.
Writing Ad Copy
Advertising is all about moving people from “never heard of it” to “I want to try this.” Here, you’ll notice AIDA a lot. Sometimes, ads even skip straight to “Action” if the audience already recognizes the problem.
For example:
– “Tired of tangled headphones? Go wireless with our new earbuds. Order today for free shipping.”
Short, punchy, and direct. You have just a few seconds to make an impact.
Social Media Posts
Social needs to grab attention even faster. People scroll fast. PAS is actually really useful in this case. State a problem so your audience stops scrolling, then offer a solution.
Sometimes, brands use humor or empathy to do this. For example:
– “Can’t find the perfect coffee? Us too. That’s why we roast it ourselves. Tap to see our bestsellers.”
You might end with a question, emoji, or quick call to action to drive engagement.
Email Marketing
Getting people to open an email is half the battle. Subject lines often use curiosity (AIDA’s “Attention”). The email body then follows a formula to keep things moving.
Open rates and clicks go up when you make the copy relevant and focused. One real example: “Still looking for the perfect running shoe? Here’s our top pick.” It calls back to a problem, agitates (you’re still searching), then gives a clear solution. Keep emails direct, with one main message per send.
Fitting SEO Into The Mix
Knowing SEO is part of the job now. But you don’t want your copy to sound robotic or crammed with keywords.
Weaving in keywords can be easy if you build them into your headline or opening lines. Don’t overthink it. Google and real readers both value clarity over awkward phrasing. Look for chances to add keywords where they make sense—like in headers, bullet points, or summary statements.
At the same time, keep sentences short and natural. Read your work out loud if you’re not sure. If it sounds forced, trim it back.
Improving Your Copy After It’s Live
Writing’s only half the job. After your copy’s up, track simple numbers: clicks, opens, purchases, replies. These tell you if your copy’s connecting or just passing by.
Split test headlines, call-to-actions, or even which formula you use. Some email systems let you do this automatically. After a few rounds, patterns start to pop up. You’ll see which messages get people moving, and which need a rethink.
Sometimes, a minor tweak—changing one verb or swapping a headline—makes a big difference. Don’t be afraid to keep adjusting. Copy is rarely perfect on the first try.
Pitfalls to Watch For
Formulas are helpful, but they can start to sound formulaic. If every ad or post sounds the same, people tune out.
You can also risk ignoring the real human on the other end. Personalization matters. Don’t be afraid to add details or shift the order of a formula to fit your brand’s style or your customer’s mood.
Make sure your copy isn’t all about features or technical specs. Focus on what people care about—usually, how life gets easier, better, smoother.
Quick Look at Copywriting in Action
Brands tweak and test these formulas all the time. Take an online mattress company. They might start with AIDA, then see how it plays out. Maybe they later switch to PAS—highlighting “restless nights” as the problem and how buying their mattress is the solution.
Another example: a food delivery app using the 4Ps in a campaign. “Picture your favorite meal arriving hot on your doorstep (Picture). No dishes tonight, or tomorrow (Promise). Over 1 million happy customers (Prove). Order now and try for 20% off (Push).” Pretty simple, but it gets results.
For more examples of tested business copy, you might want to check this case study on ufabetternessum3.com, which goes into detail on what’s actually converting customers.
Wrapping It Up
You’ll hear copywriters say there’s no perfect formula. But some patterns really do work across ads, emails, and posts. AIDA, PAS, and the 4Ps aren’t just buzzwords—they’re everyday tools that help you get started, especially when ideas aren’t flowing.
If your current copy isn’t getting people to act, try swapping in one of these formulas. Play around and tweak them for your brand. For most people, the best results come from a mix of strong formulas, real examples, and a voice that actually sounds like you.
After all, you want to connect, not just fill space. Keep things simple, stick with what works, and don’t be afraid to experiment. Sometimes the best copy comes after a few tries—and a few honest conversations with the people you’re writing for.