#9 — Copywriting formulas | Field Notes

Why it matters: Copywriting formulas provide structured approaches that help package your content in more engaging ways, making it easier to stop the scroll and deliver value to your audience.

The big picture: These formulas aren't cheat codes or rigid rules, but rather templates that organize your ideas for maximum impact by leveraging proven psychological principles.

Why Copywriting Formulas Work

Copywriting formulas are effective because they:

Play on primal human psychology and core persuasion techniques
Help grab and maintain attention in an increasingly competitive digital landscape
Create emotional connections (emotionally connected customers have 306% higher lifetime value compared to merely satisfied customers)
Provide structure when you're facing writer's block or need inspiration
Can be applied across different content formats including videos, carousels, and captions

Unlike clickbait, which relies on deception, good copywriting formulas are rooted in truth and focused on delivering genuine value, which builds rather than erodes audience trust.

Essential Copywriting Formulas

1. AIDA (Awareness-Interest-Desire-Action)

Best for: Driving specific actions like website visits or product purchases

Awareness: Introduce your audience to your product/service
Interest: Showcase why they should care about what you offer
Desire: Convert interest into want through limited-time offers or social proof
Action: Include a clear call-to-action that moves your audience toward conversion

Example: "Struggling to get your Instagram posts seen? Discover the simple 3-step system that boosted my reach by 300% in just 30 days. Click here to learn more."

2. PAS (Problem-Agitate-Solution)

Best for: Highlighting how your product solves customer pain points

Problem: Identify a challenge your audience faces (even if they're not aware of it)
Agitate: Amplify the problem by explaining its negative consequences
Solution: Present your product or service as the answer

Example: "Tired of spending hours trying to grow your Instagram following? This 30-minute strategy will get you 1,000 new followers in the next 7 days."

3. BAB (Before-After-Bridge)

Best for: Showing the transformation your product enables

Before: Set the stage by describing your customer's current problematic situation
After: Show how different their world would be if their problem was solved
Bridge: Present your product as the path from before to after

This formula is particularly effective for showcasing results and transformations.

4. The 4Cs (Clear-Concise-Compelling-Credible)

Best for: Ensuring your content resonates with audiences

Clear: Ensure your message is crystal clear with no knowledge gaps
Concise: Express your point in as few words as possible without sacrificing quality
Compelling: Make your content interesting and relevant to your audience
Credible: Back up claims with evidence rather than making exaggerated statements

Example: "Struggling to gain Instagram followers? Our free guide reveals the 4 proven Instagram growth secrets used by top brands. Download it now."

5. SCQA (Situation-Complication-Question-Answer)

Best for: Creating hooks that stop users from scrolling

Situation: Explain the current reality your audience faces
Complication: Present the challenges that make the situation difficult
Question: Bridge to the solution with a question that prompts curiosity
Answer: Present your product or service as the solution

6. Promise-Picture-Proof-Push (The 4 Ps)

Best for persuading your audience

Promise: Make a hook that answers "What's in it for me?" for the audience.
Picture: Paint a picture of how you'll deliver on your promise and the benefits of your product.
Proof: Showcase studies, customer testimonials, or facts to prove why you're the best solution.
Push: Deliver your offer with a clear call-to-action that's easy for the audience to take.

The 4 Ps are similar to AIDA but focus more on how to persuade your audience. They're particularly effective for convincing your audience to purchase products or services by addressing common questions and objections.

7. TAS (Thesis-Antithesis-Synthesis)

Best for: Presenting bold opinions and addressing objections

Thesis: Share a common industry opinion you want to challenge
Antithesis: Present your contrasting viewpoint with supporting evidence
Synthesis: Offer a new perspective or solution that resolves the conflict

This approach is particularly effective for thought leadership content that challenges conventional wisdom.

Advanced Copywriting Formulas

8. The Four U's

Best for: Creating standout content that drives engagement

Useful: Provide genuinely helpful information
Urgent: Create a sense of immediacy
Unique: Offer a fresh perspective
Ultra-Specific: Include detailed information that demonstrates expertise

Example: "The 1 Instagram hack that boosted my reach by 500% in 2 weeks (you've probably never heard of this before)"

9. FAB (Features-Advantages-Benefits)

Best for: Highlighting specific product features

Features: Describe what makes your product unique
Advantages: Explain the advantages of these features
Benefits: Connect these advantages to direct benefits for your audience

This formula works well when you need to explain why specific aspects of your product matter to customers.

10. Star-Story-Solution

Best for: Creating engaging narratives, especially on social media

Star: Introduce the main character (could be a product, service, or the reader)
Story: Create tension by explaining a problem
Solution: Show how your star resolves the problem

This simple but effective formula leverages the power of storytelling to engage audiences.

11. AICPBSAWN

Best for: Product launches and promotions

This comprehensive formula includes:

Attention, Interest, Credibility, Prove, Benefits, Scarcity, Action, Warn, Now

While you don't need to use all elements in every post, this formula provides a complete persuasion framework for creating urgency and driving immediate action.

Implementing Copywriting Formulas Effectively

When using copywriting formulas:

Adapt to your platform: Different platforms may require emphasizing different parts of a formula
Maintain your brand voice: Use formulas as frameworks but keep your unique tone
Consider your audience's emotional state: Tailor your approach based on how your audience might be feeling
Use visuals to complement your copy: Remember that social media content combines text, images, and videos working in tandem
Test different formulas: See which ones resonate best with your specific audience

The bottom line: While these formulas provide structure, founders should use them as starting points rather than rigid rules. As your audience becomes familiar with your brand, you'll have more freedom to experiment with different approaches.

#9 — Copywriting formulas