Why Use Copy Formulas?

Copy formulas provide proven structures for persuasive messaging. They've been tested millions of times and consistently outperform random writing.

Formula 1: AIDA

Attention → Interest → Desire → Action

Template:

[ATTENTION]: Hook that stops the scroll
[INTEREST]: Build on the problem
[DESIRE]: Show the transformation
[ACTION]: Clear CTA

Example:

Section	Copy
Attention	"Tired of ads that don't convert?"
Interest	"Most marketers waste 40% of their budget on creative that bombs."
Desire	"Our tool shows you exactly what's working for competitors."
Action	"Start your free trial →"

Formula 2: PAS

Problem → Agitate → Solution

Template:

[PROBLEM]: State the pain point
[AGITATE]: Make it feel worse
[SOLUTION]: Your product as the fix

Example:

Section	Copy
Problem	"Your CPA keeps rising."
Agitate	"Every dollar wasted is a dollar your competitors spend against you."
Solution	"Cut CPA by 40% with data-driven creative research."

Formula 3: BAB

Before → After → Bridge

Template:

[BEFORE]: Current painful state
[AFTER]: Desired future state
[BRIDGE]: How your product gets them there

Example:

Section	Copy
Before	"Hours spent searching for ad inspiration."
After	"Imagine finding winning creative in seconds."
Bridge	"1M+ ads at your fingertips with AdLibrary."

Formula 4: 4Ps

Promise → Picture → Proof → Push

Template:

[PROMISE]: What they'll get
[PICTURE]: Paint the result
[PROOF]: Evidence it works
[PUSH]: Urgent CTA

Formula 5: FAB

Features → Advantages → Benefits

Template:

[FEATURE]: What it does
[ADVANTAGE]: What that means
[BENEFIT]: Why they care

Example:

Section	Copy
Feature	"AI analyzes 1M+ ads"
Advantage	"Finds patterns humans miss"
Benefit	"Create winning creative faster"

Formula 6: The 1-2-3-4

1 Thing → 2 Benefits → 3 Proof Points → 4 CTA

Template:

1. What you're offering
2. Two key benefits
3. Three proof elements
4. Call to action

Formula 7: Before-After-Bridge + Urgency

BAB with time pressure added:

Template:

[BEFORE]: Current struggle
[AFTER]: Transformation
[BRIDGE]: Your solution
[URGENCY]: Why act now

Which Formula to Use?

Situation	Best Formula
Pain-point products	PAS
Transformation offers	BAB
Complex products	FAB
General use	AIDA
Urgent offers	BAB + Urgency

Testing Formulas

Always A/B test different formulas:

Create ads with each formula
Run for 7+ days
Compare CTR and conversion rate
Scale the winner

Why Use Copy Formulas?

Formula 1: AIDA

Template:

Example:

Formula 2: PAS

Template:

Example:

Formula 3: BAB

Template:

Example:

Formula 4: 4Ps

Template:

Formula 5: FAB

Template:

Example:

Formula 6: The 1-2-3-4

Template:

Formula 7: Before-After-Bridge + Urgency

Template:

Which Formula to Use?

Testing Formulas

Related

Ad Copy Formulas That Convert: 7 Proven Templates

Sections

Ad Copy Formulas That Convert: 7 Proven Templates

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