10 Time-Proven Copywriting Formulas You Can Copy

Creating effective copy is an essential aspect of any content marketing strategy. There are many different copywriting frameworks that can help you create powerful and persuasive copy. Let’s explore ten popular copywriting frameworks and provide examples of how they can be used in practice.

AIDA

AIDA is a copywriting framework that stands for:

• Attention: Get the reader’s attention by highlighting a problem or a benefit they care about.
• Interest: Build interest by providing more information and benefits about the product or service.
• Desire: Create a desire for the product or service by emphasizing its unique features and benefits and how it can solve the problem or meet the reader’s needs.
• Action: Encourage the reader to take action, such as making a purchase or signing up for a free trial.

The AIDA model is a classic copywriting framework that is widely used in marketing, advertising, and sales. It’s designed to guide the reader through a logical progression of information, from gaining their attention to creating a desire for the product or service, and finally, encouraging them to take action.

Example:

• Attention: Are you tired of dealing with the stress of your daily commute?
• Interest: Imagine being able to work from anywhere, at any time, with a portable and lightweight laptop.
• Desire: Our new laptop, the “FlexiPro,” offers powerful performance, long battery life, and a sleek design. It’s the perfect solution for anyone looking to work from home, on the go, or anywhere in between.
• Action: Order now and start enjoying the freedom and flexibility of working from anywhere.

The AIDA framework is a powerful tool for persuasion and it’s widely used in many forms of copywriting, from email marketing to sales letters, and from video scripts to web copy. It helps to create a sense of urgency and relevance by highlighting a specific problem and then providing a solution to that problem through the product or service being marketed.

PAS

PAS is a copywriting framework that stands for:

• Problem: Identify and state the problem or challenge that the product or service addresses.
• Agitate: Highlight the negative consequences or pain points of the problem and make it more relatable to the reader.
• Solution: Introduce the product or service as a solution to the problem and explain its benefits and features.

The PAS framework is a classic copywriting framework that helps to create a sense of urgency and relevance by focusing on a specific problem or pain point, and then highlighting the negative consequences of that problem. It then follows by providing a solution to the problem, specifically through the product or service being marketed. It’s a great framework to use when the product or service is a solution to a specific problem.

Example:

• Problem: Are you tired of dealing with back pain every day?
• Agitate: Does the pain make it hard for you to sit for long periods, sleep well at night, or do the things you love?
• Solution: Our ergonomic office chair provides proper lumbar support, adjustable armrests, and a comfortable seat cushion. With our chair, you’ll be able to sit comfortably for hours on end and reduce the pain in your back.

The PAS framework is a powerful tool for persuasion and it’s widely used in many forms of copywriting, from email marketing to sales letters, and from video scripts to web copy. It helps to create a sense of urgency and relevance by highlighting a specific problem and then providing a solution to that problem through the product or service being marketed.

PIE

PIE stands for:

• Problem: Identify and state the problem or challenge that the product or service addresses.
• Implication: Explain the negative consequences of the problem and its impact on the reader’s life.
• Effect: Highlight the positive impact and benefits the product or service will have on the reader’s life.

The PIE framework is similar to the PAS framework and it is used to create a sense of urgency and relevance by focusing on a specific problem or pain point, and then highlighting the negative consequences of that problem. The main difference is that it emphasizes on the implications of not solving the problem and the positive effects of using the product or service.

Example:

• Problem: Are you tired of dealing with poor indoor air quality?
• Implication: Poor air quality can cause health problems such as asthma, allergies, and headaches.
• Effect: Our air purification system uses advanced technology to remove pollutants, allergens, and odors from the air. With our system, you’ll be able to breathe easier and enjoy a healthier indoor environment.

The PIE framework is a great tool to create a sense of urgency and relevance by highlighting the negative consequences of not solving a problem and the positive effects of using the product or service. This framework can be used in different types of copywriting, such as brochures, email, and web copy to make the product or service more appealing and to increase conversions.

The Hero’s Journey

The Hero’s Journey is a copywriting framework that is based on the narrative structure of the classic hero’s journey, a story archetype found in myths and stories from many cultures. The hero’s journey is a narrative pattern that describes the journey of a hero who goes on a quest to overcome challenges, gain knowledge and powers, and ultimately achieve a goal.

The Hero’s Journey framework is used to structure a story that follows the hero’s journey and can be applied to copywriting to make the message more engaging and relatable. The framework is typically composed of the following stages:

• The Ordinary World: The protagonist’s normal life before the story begins.
• The Call to Adventure: The event that sets the story in motion and the hero’s decision to embark on the journey.
• The Refusal of the Call: The hero’s initial reluctance or fear to take on the challenge.
• Meeting the Mentor: The hero meets a wise and experienced guide who offers advice and support.
• Crossing the Threshold: The hero enters the unknown and begins the journey.
• Tests, Allies, Enemies: The hero faces challenges and makes allies and enemies along the way.
• Approach to the Inmost Cave: The hero reaches the climax and must face the ultimate challenge.
• Ordeal: The hero faces the most difficult challenge and may suffer a setback.
• Reward (Seizing the Sword): The hero achieves the goal and receives a reward, such as a treasure or a power.
• The Road Back: The hero returns to the ordinary world, changed by the journey.
• Resurrection: The hero is reborn and transformed by the journey and the reward.
• Return with the Elixir: The hero brings back the knowledge or power gained on the journey and shares it with others.

Example:

· Ordinary World: Alex is an avid runner, but he’s been dealing with an injury that makes it difficult for him to run long distances.

• Call to Adventure: Alex discovers a new running shoe that promises to reduce impact and improve stability.
• Refusal of the Call: Alex is hesitant to try the new shoe because he’s loyal to the brand he’s been using for years.
• Meeting the Mentor: Alex talks to a coach who recommends the new shoe and explains how it can help him recover from his injury, and prevent new ones from happening.
• Crossing the Threshold: Alex decides to give the new shoe a try.
• Tests, Allies, Enemies: Alex faces some challenges while breaking in the shoe, but he also notices that his injury feels less painful.
• Approach to the Inmost Cave: Alex reaches the climax, he’s about to participate in a marathon and he must decide whether to use the new shoe or not.
• Ordeal: Alex faces some doubts and uncertainty during the marathon, but he decides to stick to the new shoe.
• Reward (Seizing the Sword): Alex finishes the marathon in a personal best time and without any pain.
• The Road Back: Alex returns to his ordinary running routine, but now with a new shoe.
• Resurrection: Alex is transformed by the journey and the reward, he starts to recommend the new shoe to other runners.
• Return with the Elixir: Alex shares his experience with the new shoe on social media and with his running group, and many of them decide to give it a try.

As you can see, The Hero’s Journey framework is a powerful tool to structure a story that will resonate with the audience, guiding them through a journey that ultimately leads to a desired outcome.

SCA

SCA (Situation, Complication, Action) is a copywriting framework that allows you to structure your message in a way that is engaging and easy to understand. The framework is designed to help you create a story-based message that guides the reader through a specific situation, highlights the problem or complication that arises, and then presents the solution or action that can be taken to resolve the issue.

The three elements of the SCA framework are:

• Situation: The setting or context in which the problem or challenge occurs.
• Complication: The problem or challenge that the reader is facing.
• Action: The solution or action that the reader can take to resolve the problem or challenge.

Example:

• Situation: John is a busy professional who struggles to find the time to exercise and maintain a healthy lifestyle.
• Complication: John is overweight, lacks energy, and is at risk of developing health problems. He needs a solution that allows him to exercise and stay healthy, but he can’t find the time to go to the gym or hire a personal trainer.
• Action: John discovers an online fitness program that offers personalized workout plans, nutrition guides, and virtual coaching. He signs up for the program and starts seeing results in just a few weeks. He loses weight, gains energy, and starts feeling better about himself.

The SCA framework focuses on creating an emotional connection with the reader by presenting a relatable problem and then showing how the product or service can solve that problem. By following this framework, you can create a message that is engaging, relatable, and compelling.

The Pyramid Principle

The Pyramid Principle is a copywriting framework that is based on the idea that information should be presented in a logical and hierarchical manner, with the most important information at the top and the less important information at the bottom, like a pyramid.

The Pyramid Principle consists of three parts:

• The theme: The main idea or the thesis of the message
• The reasons: The supporting ideas that explain the theme
• The evidence: The facts and data that back up the reasons

Example:

• Theme: Investing in renewable energy is crucial for the future of our planet.
• Reasons: Renewable energy sources such as solar and wind power are more sustainable and have a less negative impact on the environment than fossil fuels. Additionally, investing in renewable energy can also create jobs and stimulate economic growth.
• Evidence: According to a report by the International Energy Agency, renewable energy sources could provide up to 80% of the world’s electricity by 2050, and the renewable energy sector already employs more people globally than the coal, oil, and gas industries combined.

The Pyramid Principle helps to ensure that the information is presented in a logical, easy-to-understand manner and that the most important information is presented first. This makes it easier for the reader to follow the argument and understand the main points.

The Unique Selling Proposition (USP)

USP is a copywriting framework that stands for Unique Selling Proposition. It is a marketing concept that states that a product or service must have a unique and differentiating characteristic that sets it apart from its competitors. A USP is a statement that clearly communicates the unique benefit or value that a product or service provides to its customers.

Example:

• Our laundry detergent, “CleanX” has a USP of “Removes tough stains in just one wash.” This statement communicates the unique selling point of the product that it can remove the toughest stains in just one wash, which is not offered by its competitors.

To create a USP, you need to find the unique selling point of your product or service that can’t be found anywhere else. This can be a unique feature, benefit, or value that sets it apart from others. Once you have a USP, you can use it as a focal point for all your copywriting and marketing efforts. This can help you attract potential customers who are looking for that specific benefit or value.

The Before-After-Bridge (BAB) framework

BAB is a copywriting framework that stands for:

• Before: Describe the current state of the reader’s problem or pain point.
• After: Describe the positive state of the reader’s life after using the product or service.
• Bridge: Explain how the product or service will help the reader move from the “before” state to the “after” state.

Example:

• Before: Are you tired of feeling self-conscious about your smile due to yellow or stained teeth?
• After: Imagine having a bright, white smile that boosts your confidence and makes you feel great about yourself.
• Bridge: Our teeth whitening kit is specially formulated to gently remove surface stains and discoloration, leaving you with a radiant, Hollywood-worthy smile. With an easy-to-use, at-home application, you can achieve the results you desire in just minutes a day.

It’s a storytelling-based framework that focuses on highlighting the problem and the potential solution to it. The goal is to help the readers imagine themselves in a better state after using the product.

The P.A.C.T. framework

PACT is a copywriting framework that stands for:

• Problem: Identify and state the problem or challenge that the product or service addresses.
• Agitate: Highlight the negative consequences or pain points of the problem and make it more relatable to the reader.
• Solution: Introduce the product or service as a solution to the problem and explain its benefits and features.
• Take Action: Encourage the reader to take the next step, such as making a purchase or signing up for a free trial.

Example:

• Problem: Are you struggling to organize and manage your schedule effectively?
• Agitate: Are you constantly double-booking appointments, missing deadlines, and feeling overwhelmed by your to-do list?
• Solution: Our productivity app, PACT, is designed to help you manage your schedule, set reminders, and prioritize your tasks. With its user-friendly interface and powerful features, it will help you stay organized and on top of your work.
• Take Action: Download PACT today and start boosting your productivity.

The K.A.P.P.A. Framework

KAPPA is a copywriting framework that stands for:

• Knowledge: Provide information and educate the reader about the product or service.
• Agitate: Highlight the reader’s pain points and problems related to the product or service.
• Proposed Solution: Offer a solution to the reader’s pain points and problems.
• Push to Action: Encourage the reader to take action, such as making a purchase or signing up for a free trial.

Example:

• Knowledge: Our company specializes in creating custom software for small businesses.
• Agitate: Are you tired of using generic, one-size-fits-all software that doesn’t meet the unique needs of your business?
• Proposed Solution: Our custom software is tailored to your specific business processes, increasing efficiency and saving you time and money.
• Push to Action: Contact us today for a free consultation and see how we can help your business thrive.

Conclusion

These ten popular copywriting frameworks can help you create effective copy that captures your audience’s attention, creates interest, generates desire, and ultimately leads them to take action. By using these frameworks, you can create copy that is designed to solve a problem, inspire and motivate your audience, and effectively communicate your message. Using examples for each framework can give you a better idea of how to apply these frameworks in practice.