Writing copy, a form of writing designed to make audiences take action, is tougher than it looks. Numerous factors can influence a reader’s decision to act, leading to a wide array of copywriting formulas designed to address every possibility. But with so many options, which one is right for you?

The ideal formula depends on your goals, content type, and writing style. To help you decide, we consulted experts for their insights. Here are five copywriting formulas they recommend, why they work, and examples of each.

Simple, effective copywriting from our ad copy blog post.

Qualities of a good copywriting formula

According to freelance copywriter Bob Bly, the best copywriting formulas share key characteristics: they are memorable and easy to learn, helpful for both novice and seasoned copywriters to quickly generate effective copy, and backed by proven success, sometimes spanning decades.

Let’s explore some of the most popular copywriting formulas and why they deserve your attention. Keep in mind, anyone can use a formula—it’s the execution that matters!

Formula #1: The 4Cs

The 4Cs formula emphasizes four essential qualities of compelling copy: clarity, conciseness, compellingness, and credibility. Here’s a closer look: Clear: Your writing should be accessible to everyone. While using simple language, short sentences, headings, and bullet points enhances clarity, true clarity stems from understanding your audience and objectives, as Bly suggests. Concise: Convey information using the fewest words possible. Compelling: Your copy must be engaging enough to keep readers hooked. The secret lies in focusing on the reader – their needs, challenges, and aspirations. Credible: Build trust by establishing credibility. Publishing white papers, thought leadership articles, and customer testimonials can communicate brand messaging while overcoming reader skepticism.

Wealthsimple, an investment firm, leverages credible copywriting to foster reader trust.

Formula #2: Problem, Agitate, Solution (PAS)

Maciej Duszynski, a content writer at resume advice websites Zety and ResumeLab, describes PAS as a classic copywriting technique. It involves presenting a problem the reader faces, using emotionally charged language to emphasize its impact, and then offering a solution. “When executed effectively, the problem, agitate, solution copywriting formula captivates the reader’s attention,” notes Michael Tomaszewski, another writer at Zety. He adds, “They’ll be eager to discover the solution. By providing a clear, concise, compelling, and credible call to action alongside the solution, you’re guaranteed to generate high-quality leads.” Benjamin Houy, founder of the self-study French course French Together, favors PAS for its simplicity and effectiveness, stating, “Even novice copywriters can use it to transform prospects’ problems into powerful copy.” “The key is to highlight a significant problem prospects encounter, illustrate it with vivid examples, delve deeper into it, and finally, present a solution.” French Together’s newsletter email, which utilizes the PAS formula, exemplifies this approach and has played a role in generating substantial revenue for the course:

However, Corina Leslie, PR manager for email validation company ZeroBounce, offers a word of caution. While she acknowledges the effectiveness of PAS in emails and social media, she observes, “It’s become so widespread among marketers that people may be less responsive to it.”

Formula #3: Before-After-Bridge

As an alternative to PAS, Leslie recommends the before-after-bridge formula. This approach starts with a positive, aspirational tone instead of the negative one often used in PAS. “It invites the reader to envision an ideal scenario—and how to achieve it with your assistance,” she explains. To effectively use before-after-bridge, Leslie emphasizes the importance of understanding the audience’s needs and desires, describing them in the first line. Next, provide examples of how other consumers have attained this desired state and how the reader can do the same. “Support your claims with tangible benefits,” she adds. “Finally, conclude with a strong, compelling call to action.” (Speaking of which…have you downloaded our free guide? The 36 Best Call to Action Phrases Ever) Leslie highlights their “most successful email to date” as an example of the before-after-bridge formula in action:

Shelby Rogers, content marketing manager at web experience platform Solodev, agrees that before-after-bridge is effective because it establishes a connection between the writer and reader, creating an opening for the rest of the copy. “After establishing that connection, you showcase a solution … something that would appeal to readers. Use the bridge to illustrate how your solution helps them get from Point A to Point B,” she advises. “If you’ve conducted thorough customer research, the ‘Before’ section will resonate with your audience by addressing a relevant pain point.” Rogers explains how Solodev utilizes before-after-bridge in their CMS comparison guide e-books. One of the most common concerns they hear from prospects and new customers is the overwhelming number of CMS options available. “We responded by offering a solution—a simplified way to compare options—and used the ending to bridge to those comparisons,” says Rogers. “We mirrored this formula in the landing pages for the e-book downloads, and it’s proven successful. Our comparison guides consistently rank as the most downloaded e-books on our website.”

Formula #4: Attention, Interest, Desire, Action (AIDA)

Bly regards AIDA—Attention, Interest, Desire, and Action—as one of the oldest copywriting formulas. Like the previous formulas, it guides writers to: capture the reader’s attention with persuasive language; pique their interest in the product or service; cultivate desire for it; and ultimately, prompt them to take action. Bly considers it one of his favorites and has used it extensively throughout his career. Tech giant Apple provides an excellent example of AIDA in action. They use it throughout their website to entice consumers to join and engage further with their product ecosystem.

Formula #5: Storytelling

While not a structured formula in the traditional sense, Lou Hoffman, CEO of PR firm The Hoffman Agency, advocates for the power of anecdotes. He highlights their effectiveness as a tool employed by journalists to craft compelling narratives (like this one. Similarly, Billy Bross, a consultant to digital agency Linchpin Media, proposes “stories by default” as an alternative to formulas. He employs “heavily story-based” emails to his subscribers five times a week. “While many acknowledge the impact of storytelling in copywriting, few truly embrace it. It’s often an afterthought: ‘Oh, I’ll just sprinkle in a story later,’” Bross observes. “I thought, ‘If stories are so effective, why not make them the default? Only remove them if there’s a compelling reason to.’” SEO blogger Rob Powell of the Rob Powell Biz Blog also champions storytelling—as long as the stories include character, conflict, and resolution. “Storytelling is ingrained in our nature. We’ve been sharing stories for hundreds of thousands of years. It’s part of our evolution, which explains why it’s such a powerful copywriting technique,” he explains. “In landing page copy, the character could be your customer, the conflict their problem, and the resolution your product.” Powell notes that stories can also center around the company or the person behind the product. “In this scenario, you are the character, the years of struggle and frustration your conflict, and the ‘aha’ moment when everything clicked your resolution…This formula is frequently used on sales and about pages. It effectively positions you as the solution to your customer’s problems.” Powell points to brands like Toms Shoes as examples of this strategy. Founder Blake Mycoskie’s bio states, “While traveling in Argentina in 2006, Blake witnessed the hardships faced by children growing up without shoes. His solution to the problem was simple, yet revolutionary: to create a for-profit business that was sustainable and not reliant on donations. Blake’s vision soon turned into the simple business idea that provided the powerful foundation for Toms.”

Alice Corner, a content writer at online infographic maker Venngage, suggests taking storytelling a step further by incorporating snark to sell your product. “For instance, when promoting an article I’ve written on social media, I might say something like, ‘Women in tech don’t usually occupy leadership positions. But at Venngage, they do,’” she illustrates. “While this approach may not be suitable for every brand, it can be incredibly effective when the tone is appropriate.”

Utilizing Copywriting Formulas

While copywriters may not always require formulas, expanding your skillset is always beneficial. Formulas can be particularly valuable for new writers seeking to refine or validate their style. “As you gain experience, you’ll find that your copy flows naturally and aligns with some (or most) established formulas simply because you’re focusing on the reader’s benefit,” he explains. “This isn’t to say that formulas, acronyms, and other techniques are useless.” These copywriting formulas can also be helpful for jumpstarting the writing process. Whether you’re suddenly tasked with crafting ads or struggling to get started, give these formulas a try for a quick boost to your copywriting skills.