3 popular copywriting formulas to get you started

A copywriting formula gives you a ready structure for your ideas. Three popular ones are AIDA (Attention, Interest, Desire, Action), the 1-2-3-4 framework, and PAS (Problem, Agitate, Solution). This article explains how each one works.

For many writers, a formula helps a lot. It is a structure to pour their ideas into, which makes the text easier to read and helps them write good content on a tight deadline. Things get much easier when you have a pattern to follow.

Here are 3 popular formulas and frameworks that many writers love. If you write copy, you may love them too.

AIDA

AIDA stands for Attention, Interest, Desire, and Action. It is one of the oldest and most widely used frameworks in marketing and copywriting.

1. Attention: grab the readers' attention with a headline, an image, or a video. The perfect headline shows how to write one.
2. Interest: spark their interest from the first paragraph. Keep it short and simple, so that people in a hurry can grasp your idea in seconds.
3. Desire: once they want to read on, show them the benefits of your product, your service, or whatever else you offer.
4. Action: when all three are clear, add a clear and concise call to action to get readers to do what you want them to do.

The 1-2-3-4 framework

This framework is popular among bloggers. It has four simple steps, each one answering a question, and it gets you going in no time.

1. What do I have for you? First, tell your readers what valuable thing you have for them.
2. What will it do for you? Then explain the benefits: what readers gain by trusting what you say, buying your product, subscribing to your newsletter, or acting on the information you give them.
3. Who am I? Why should readers trust you? Many writers claim to be the expert on something. Show your credibility and let people know that they can trust you. Also check your writing for common grammar mistakes: they can ruin your credibility in a flash.
4. What do you need to do next? Finally, tell readers what to do next, and do not leave them hanging. As in the last step of AIDA, say what you want from them: click a link, press the subscribe button, or something else. Be as specific and direct as you can.

PAS

PAS is short for Problem, Agitate, and Solution. It is another popular copywriting formula, and many writers find it simple and reliable.

1. Problem: start by naming the problem that needs to be solved.
2. Agitate: stir up the readers' feelings by describing the emotional side of the problem, such as the frustration, the cost, or the worry.
3. Solution: offer your solution, the one that solves the problem you described at the start.

Writers often use PAS for advertising, but it also works when you write about any issue that needs a quick solution. Many campaigns, offline and online, benefit from it. Persuasive writing explains the techniques behind it.

Mix and match

None of these formulas is a one-size-fits-all solution. Pick the one that suits your needs best, or mix them. Whichever you choose, check the finished copy before it goes out: the Spell Checker helps you catch the spelling and grammar mistakes that would undo your work.