Have you ever sat down to write your website copy and stared at the screen thinking…“What am I even supposed to say?”
You’re not alone.
Whether you’re writing a homepage, sales page, or your first blog post, most people get stuck in the same place: they don’t know how to start. But here’s the good news, there’s a shortcut.
In this post, I’m handing you 3 tried-and-tested copywriting formulas. The same formulas professional copywriters use to write high-converting sales pages, emails, and blog posts for big-name clients. And the best part?
You don’t need to be a “writer” to use them. You just plug your ideas into the formula—and they come out sounding clear, confident, and persuasive.
Why Use Copywriting Formulas?
Let’s clear something up right away: Using a formula doesn’t make your writing robotic. It makes it effective.
Think of copywriting formulas like a recipe. You can follow the steps, add your own flavour, and still end up with something that works.
When you don’t use a formula, your writing can:
- Drift off-track
- Repeat the same point
- Or worse… confuse the reader completely
But when you follow a proven structure, something shifts. Suddenly, your message flows. Your readers stay with you. And your words start doing their job—whether that’s getting someone to click, sign up, or buy.
Copy formulas take the pressure off. No more guessing. No more starting from scratch.
And if you’ve ever thought, “I don’t know how to make my copy sound good,” this post is going to change everything.
Most people don’t need better ideas; they just need a better structure to say what they already know.
1. AIDA: Attention – Interest – Desire – Action
If you only remember one copywriting formula, make it this one.
AIDA is the backbone of most great marketing—because it mirrors the exact journey your reader goes through when deciding whether to act. Let’s break it down:
A — Attention
Start by grabbing your reader’s attention. This could be a bold headline, a question, or a statement that stops them in their tracks.
Example:
“Struggling to get leads from your website?”
I — Interest
Once you’ve got their attention, give them a reason to keep reading. Introduce a problem they’re facing or a situation they recognize.
Example:
“You’re not alone. Most websites look nice but do a terrible job turning visitors into actual clients.”
D — Desire
Now, build desire. Show them what’s possible. Paint a picture of the result they want—or the relief they’re after.
Example:
“Imagine waking up to new inquiries from your site every week—without rewriting it from scratch.”
A — Action
Finally, tell them exactly what to do next. This is your call to action (CTA).
Example:
“Grab my free homepage checklist and start turning visits into leads—today.”
Where to Use AIDA
- Your homepage
- Landing pages
- Service descriptions
- Social media captions
It’s flexible, fast, and works for almost any kind of copy. Think of it like a gentle guide: first get their attention, then lead them all the way to action—without ever sounding pushy.
2. PAS: Problem – Agitate – Solution
If AIDA is the logical roadmap, PAS is the emotional one.
This formula works so well because it speaks to what your reader is already feeling—and makes them feel understood before offering a way out. Here’s how it works:
P — Problem
Start by naming a specific problem your audience is dealing with. Not something vague like “not enough leads,” but something they’d actually say themselves.
Example:
“You’ve rewritten your About page five times—and it still feels off.”
A — Agitate
Now lean into the discomfort. Agitate the problem just enough to make the pain real—but not so much that it feels manipulative.
Example:
“You spend hours tweaking sentences, but your inbox stays quiet. And deep down, you’re starting to wonder if your words are the problem.”
S — Solution
Then offer a clear, hopeful path forward.
Example:
“Good news: With a few simple copy tweaks, you can finally sound like the expert you are—and turn browsers into buyers.”
Where to Use PAS
- Email subject lines and intros
- Sales pages
- Blog post openings
- Facebook/Instagram ads
PAS is powerful because it builds trust. It says: “I get it. I’ve been there. And I know the way out.” No hype. No tricks. Just empathy, clarity, and results.
3. FAB: Features – Advantages – Benefits
Most people stop at features. But features alone don’t sell—benefits do.
The FAB formula helps you connect the dots between what your product or service is, why it matters, and what it actually does for your customer. Here’s how to use it:
F — Feature
This is the basic fact. What does the product or service include?
Example:
“Weekly 1:1 strategy calls.”
A — Advantage
What does that feature do? What makes it useful?
Example:
“So you always know exactly what to focus on next.”
B — Benefit
What’s the emotional outcome or end result your client actually wants?
Example:
“You feel clear, confident, and in control of your business again.”
Put it all together:
“You’ll get weekly 1:1 strategy calls (feature), so you always know exactly what to focus on next (advantage), and you can finally feel clear, confident, and in control of your business again (benefit).”
See how that’s so much more compelling than just “weekly calls”?
Where to Use FAB
- Service pages
- Product descriptions
- Pricing tables
- Sales emails
When you explain your offer using FAB, people stop skimming—and start seeing the value.
Final Thoughts
You made it. And now?
You’ve got 3 proven copywriting formulas in your back pocket. These aren’t just tips—they’re tools. Tools you can use anytime your screen is blank and your brain’s gone quiet.
No more guessing. No more wondering “What should I say here?” Now you have a structure, and that gives your words purpose.
So here’s what I recommend:
Pick one formula. Use it this week. Whether it’s your homepage, your next blog post, or even a social caption—test it out.
Because the best way to become a better writer… is to write, and now, you’ve got the framework to do it well.
Ready to Turn Browsers Into Buyers?
Grab the free Homepage Fix Guide—the same one I use with clients to help them increase leads without sounding salesy. It’s completely FREE, quick and built for beginners.
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