More On Copywriting Formulas

Now that we’ve covered a few common copywriting formulas that are versatile tools, let’s add a few more tips on how and where to use copywriting formulas.

Copywriting formulas aren’t laws

It’s important to keep in mind that copywriting formulas are guidelines or tools that you can apply if and when they’re useful. They’re not blueprints or laws that you need to follow precisely when writing copy. Even when you’re using a particular copywriting formula, it may just be a loose guideline for your copy structure–you don’t need to follow it exactly.

Most copy uses multiple formulas

Most copy written by seasoned copywriters uses elements from multiple copywriting formulas. When you’re first getting started, you may find it useful to focus on a single formula, but you’re probably still borrowing from multiple formulas.

Here’s an example of how a single piece of copy could use three different formulas:

  • Headline captures attention by highlighting the problem (AIDA, PAS, PPBF)
  • Subheadline and intro builds interest by underlining the severity of the problem (AIDA, PAS)
  • Middle section of copy builds desire by showing that your product fixes the problem (AIDA, PAS, PPBF)
  • Features section shows how the product works and how each feature helps deliver the benefits (PPBF)
  • Call to action makes it easy for the audience to purchase the product (AIDA)

Each copywriting formula is a different way of thinking about and organizing copy.

Choosing the right approach

If you’re trying to decide what copywriting formula to structure your copy, here are a few rules of thumb I like to use:

  • AIDA is a general purpose formula that is almost always a good option.
  • PAS is a great choice when your audience isn’t 100% committed to fixing the problem.
  • PPBF is a great choice when the audience cares how the product fixes the problem and wants to know about the product features. It’s often used in B2B copy.

Additional formulas

There are actually dozens of establish copywriting formulas you can draw from when creating sales copy. Read through this guide from Joanna Wiebe: