In this article · 6 sections
Copywriting formulas are simple structures that guide your reader from attention to action. They aren't magic, but they stop you from forgetting the key parts of a persuasive message.
AIDA: Attention, Interest, Desire, Action
The classic formula for landing pages and longer ads.
Attention: Website not bringing a single enquiry?
Interest: 7 in 10 customers check your website before they call.
Desire: Get a fast, mobile-friendly site with WhatsApp booking, live in 5 days.
Action: Get your free quote today.
PAS: Problem, Agitate, Solution
Strong for services that solve pain.
Problem: Taxi bookings drop every monsoon.
Agitate: Your cars sit idle while EMIs and driver salaries continue.
Solution: Route landing pages and Google Ads that bring outstation bookings all year.
Agitate honestly. Don't invent fear.
BAB: Before, After, Bridge
Great for social posts and case studies.
Before: Our hotel got 80% of bookings from OTAs.
After: Now 35% come direct, with no commission.
Bridge: A booking-ready website and Google free booking links.
Which to use when
| Formula | Best for |
|---|---|
| AIDA | Landing pages, long ads, brochures |
| PAS | Service ads, problem-solving offers |
| BAB | Social posts, case studies, testimonials |
Avoid sounding formulaic
- Use real details and numbers from your business
- Keep your natural tone. See brand tone of voice
- Don't exaggerate. Misleading claims in ads can break consumer-protection rules and platform policies
For ad-specific tips, see ad copy that converts. For full sales pages, see sales page writing.
FAQs
Can I use AI with these formulas?
Yes. Ask a tool like ChatGPT for a PAS draft, then rewrite it with your real details. See ChatGPT prompts for marketing.
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