TL;DR: Copywriting Formulas Aren’t Just Acronyms—They’re Thinking Tools
Most people treat copywriting formulas like dusty academic acronyms. That’s a huge mistake. They are actually powerful cognitive maps that guide your audience through the messy process of persuasion. I want to reframe these formulas as strategic tools for thinking, not just writing.
Here are the three main takeaways for skimmers:
- Formulas are Cognitive Architecture: AIDA and PAS work because they map directly onto how the human brain processes information (desire versus pain). They eliminate guesswork and structure emotion.
- Match Formula to Awareness: The biggest strategic blunder marketers make is using AIDA (for the unaware) when they should be using BAB (for the solution-aware). You must diagnose your audience's awareness level first.
- Learn to Stack Them: Elite marketers don't rely on one formula; they hybridize them (e.g., PAS for the hook, FAB for the body, AIDA for the close). That's how you create copy that feels fresh and converts reliably.
If you want to stop guessing and start writing with strategic intent, you need to read the full guide.
I’ve read countless articles about copywriting formulas, and they almost all commit the same sin: they present AIDA, PAS, and BAB as if they were ancient, immutable laws carved into stone tablets. They treat them like acronyms you memorize for a test, not living, breathing systems of persuasion.
This rigid approach leaves you overwhelmed, unsure which formula to pick, and, frankly, bored. When you try to apply these stiff structures, your copy comes out sounding robotic and predictable—the exact opposite of what high-converting copy should be.
I want to cut through that noise.
This guide reframes copywriting formulas not as scripts, but as thinking tools. They are the scaffolding you use to build a compelling argument, whether you’re writing a landing page, an email, or a TikTok caption. We’re going to cover the classics, unpack the advanced frameworks elite marketers use, and, crucially, show you how to choose the right formula for the right audience, page, and awareness level.
By the end of this, you won't just know what AIDA stands for; you’ll know why it works and exactly where to deploy it on your website.
What Copywriting Formulas Actually Do (And Why Most Marketers Get Them Wrong)
Strip away the jargon, and a copywriting formula is simply a pre-tested sequence of emotional and logical steps designed to move a reader from indifference to action. They are the guardrails that keep your message on track.
Formulas as “Cognitive Architectures,” Not Acronyms
Think about the last time you bought something complicated. You didn't just wake up and decide to purchase it. There was a journey: you noticed a problem, you looked for solutions, you compared options, and finally, you committed.
Formulas like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution) are effective because they map directly onto how the human brain processes information and makes decisions. They aren't arbitrary marketing tools; they are cognitive architectures.
The real reason these structures skyrocket conversions is simple: they eliminate guesswork. They force you to structure the emotional journey first, ensuring you don't jump straight to the "Solution" before you've properly established the "Problem" and "Agitation."
A Brief History of Persuasion: From Print Ads to Digital Funnels
It’s easy to assume these acronyms were invented by some Silicon Valley growth hacker last Tuesday, but the foundational structures are surprisingly old. Understanding their origin gives you a healthy respect for their staying power.
Take AIDA, the oldest and most famous formula. It was formally documented in 1898 by advertising executive Elias St. Elmo Lewis. Yes, AIDA has been guiding persuasion for over 120 years. It was designed for print ads, but the underlying psychological sequence—stop them, engage them, make them want it, tell them what to do—is timeless.
When we talk about formulas like PAS (Problem, Agitation, Solution), we’re talking about structures that evolved in the mid-20th century, primarily within direct response advertising. These copywriters realized that while AIDA was great for building desire in an unaware audience, sometimes you needed a faster, more visceral approach. If the reader already knows they have a problem, you don't need to build attention; you need to leverage the pain they already feel. The shift from AIDA to PAS is the shift from building a vision to solving an immediate emergency.
The point is, these aren't fads. They are psychological blueprints that have survived every major media shift, from radio to television to the internet.
The Two Engines of Persuasion: Pain vs. Desire
Every piece of high-converting copy runs on one of two engines. Understanding which engine you’re using is critical to picking the right formula.
The Two Engines of Persuasion
- Pain-Based Persuasion (Loss Aversion): This is the domain of PAS. It focuses on the current, uncomfortable reality and the cost of not solving the problem. It leverages loss aversion—the psychological fact that the pain of losing something is twice as powerful as the pleasure of gaining something equivalent.
- Desire-Based Persuasion (Future Vision): This is the domain of AIDA. It focuses on the aspirational future—what life will look like once the solution is implemented. It leverages the drive toward pleasure, status, or achievement.
Most marketers oversimplify this, saying "just use PAS." But if your audience is already happy and you’re trying to sell them a high-end coaching program, hammering the pain point will just annoy them. You need to paint a desirable future instead.
Quick Reference: Comparing the Top 8 Copywriting Formulas
If you're scanning this guide trying to figure out which acronym to use on your landing page, this table is your navigational map. I’ve broken down the eight most effective formulas by their primary goal and where they perform best.
Top 8 Copywriting Formulas Comparison
Formula (Acronym) | Primary Goal | Best Used For (Awareness Level) | Where to Use It (Channel/Page Type) |
|---|---|---|---|
AIDA (Attention, Interest, Desire, Action) | Building Desire & Awareness | Unaware or Lightly Aware | Homepage Hero, Social Ads, Top-of-Funnel Content |
PAS (Problem, Agitation, Solution) | Leveraging Pain & Urgency | Problem-Aware | Lead Magnets, Popups, Email Subject Lines |
BAB (Before, After, Bridge) | Demonstrating Transformation | Solution-Aware | Sales Page Sections, Testimonial Blocks, Case Studies |
FAB (Feature, Advantage, Benefit) | Translating Specs into Value | Product-Aware | Product Pages, Price Tables, Feature Lists |
4 Ps (Promise, Picture, Proof, Push) | Overcoming Skepticism & Building Trust | Product-Aware / Most-Aware (High Ticket) | High-Ticket Sales Pages, Webinar Registration |
AICPBSAWN (Long Form) | Comprehensive Persuasion | Cold Traffic / Any Awareness Level | Copywriting Formulas for Landing Pages, VSL Scripts |
QUEST (Qualify, Understand, Educate, etc.) | Consultative Selling | Solution-Aware / High-Ticket B2B | Mid-Funnel Content, Consultation Pages |
Fan Dancer (Mystery Hook) | Generating Clicks/Curiosity | Unaware / Cold Audiences | Headline Formulas, Email Subject Lines, Social Media Hooks |
The Essential Copywriting Formulas Every Marketer Should Master (Explained Simply)
These are the foundational structures. Master these five, and you’ll be able to write 80% of your marketing copy with confidence.
1. AIDA — The Cognitive Funnel
AIDA is the granddaddy of all copywriting formulas. It mirrors the classic marketing funnel.
When to use it: For unaware or lightly aware audiences, especially on high-traffic pages like your homepage hero section or top-of-funnel content.
Mistakes people make: They spend too much time on "Attention" (a flashy headline) and not enough on "Interest" and "Desire." You need to quickly bridge the gap between the hook and the solution.
In Practice: 5 Examples of AIDA
AIDA in Practice
Channel | Product/Service | AIDA Application |
|---|---|---|
Homepage Hero (B2C) | Premium Coffee Subscription | A: Stop drinking stale coffee. I: Your morning routine deserves better than burnt beans. D: Imagine the rich, smooth taste of single-origin roasts delivered fresh. A: Start your free 7-day trial now. |
Social Ad (B2B) | Project Management Software | A: Is your team hitting deadlines? (Statistic: 60% of projects fail due to poor communication.) I: That lost time costs you thousands per quarter. D: Get the only PM tool built for remote teams that cuts meeting time by 30%. A: Download the free ROI report. |
Email Newsletter (Educational) | Financial Literacy Course | A: The 3 Hidden Fees Killing Your Retirement. I: Most advisors won't tell you about these silent killers lurking in your 401k. D: Learn how to instantly save $500 this year and secure your future. A: Enroll in the free masterclass. |
Blog Post Intro (SaaS) | SEO Tool | A: Google just changed the rules again. I: Don't panic. This isn't another doom-and-gloom SEO article. D: We’ll show you the simple, 3-step adjustment that will actually boost your rankings in the new landscape. A: Keep reading to see the steps. |
Physical Product Packaging (E-commerce) | High-End Skincare | A: Unlock your skin's natural glow. I: This formula uses rare Antarctic sea kelp to revitalize cells. D: Experience the confidence of visibly smoother, firmer skin in just two weeks. A: Apply nightly for best results. |
Thrive Implementation: Use AIDA to structure your homepage. The hero section is your Attention and Interest. The subsequent section blocks inside Thrive Architect should build Desire by showcasing benefits and social proof, leading to a clear Action button.
2. PAS — The Pain-Based Persuader
PAS is brutally effective because it focuses on the urgent need to escape discomfort. It’s the formula I reach for when the audience is actively searching for a solution to a problem that keeps them up at night.
Ethical Agitation: Agitation doesn't mean fear-mongering. It means articulating the reader's existing pain points so clearly they feel understood. If the pain point isn't real, your agitation is manipulative, and you'll sound like a used car salesman.
PAS in Practice
Channel | Product/Service | PAS Application |
|---|---|---|
Lead Magnet Popup (SaaS) | CRM Migration Service | P: Is your current CRM holding your sales team hostage? A: You’re losing leads and wasting thousands on a system built in 2005. S: Our migration experts move you to the modern platform in 7 days, guaranteed. |
Email Subject Line (B2B) | Cybersecurity Service | P: Another data breach hit the news. A: Your outdated firewall is a ticking time bomb. Can you afford the $1M fine? S: Secure your network today with our 24/7 managed threat detection. |
Landing Page Headline (B2C) | Weight Loss Program | P: You’ve tried every diet and nothing sticks. A: You feel discouraged, exhausted, and worried about your long-term health. S: The 90-Day Metabolic Reset is the last program you’ll ever need. |
Social Media Post (Service) | Freelance Copywriter | P: Your website copy reads like a technical manual. A: You’re attracting looky-loos, not paying clients. Every visitor that bounces is money left on the table. S: Hire me to write copy that actually converts clicks into cash. |
Product Description (E-commerce) | Anti-Snore Pillow | P: Are you sleeping on the couch because your partner snores? A: Lack of sleep is ruining your mood, your focus, and your relationship. S: This orthopedic pillow instantly aligns the airway for silent, restful nights. |
Thrive Implementation: PAS is perfect for lead generation. Use it inside Thrive Leads popups or quizzes. Start the quiz with a pain point (e.g., "Are you tired of low open rates?") and agitate the consequences before offering the lead magnet as the solution.
3. BAB — Before-After-Bridge
BAB is the transformation formula. It works best for audiences who are solution-aware but need to see the clear path forward. It’s inherently optimistic and focuses on the journey.
Why BAB is so compelling: It provides a clear contrast. Humans are wired to seek improvement, and BAB delivers that narrative structure instantly.
BAB in Practice
Channel | Product/Service | BAB Application |
|---|---|---|
Sales Page Section (Educational) | Online Course on Time Management | Before: You feel scattered, rushing from one task to the next, never finishing anything important. After: You have three hours of focused work time every morning and leave the office guilt-free. Bridge: The Focus Accelerator Course makes this transformation possible. |
Podcast Ad (B2C) | Meal Prep Service | Before: Weeknights are a scramble of takeout menus and dirty dishes. After: You enjoy healthy, chef-prepared meals in 5 minutes flat, giving you back your evenings. Bridge: Sign up for FlavorKit and reclaim your time. |
Email Signature (Consultant) | Business Strategy | Before: Struggling to scale past $10k/month. After: Consistent, reliable growth and a clear path to seven figures. Bridge: Let's build your custom 12-month strategy plan. |
Product Launch Copy (Software) | Automated Billing System | Before: Chasing late invoices and manually reconciling payments every Friday. After: Payments hit your bank account automatically, and your books are always balanced. Bridge: Introducing AutoBill Pro: the end of manual invoicing. |
Testimonial Block (Agency) | Web Design | Before: Our old site looked dated and drove zero leads. After: We now look like industry leaders and are booking qualified calls daily. Bridge: [Agency Name] didn't just build a website; they built a business asset. |
Thrive Implementation: This is fantastic for structuring benefits on a sales page, especially for digital products. If you sell a course using Thrive Apprentice, use BAB to structure the benefits section: Before you struggled with X, After you will achieve Y, The Course is the Bridge.
4. FAB — Features → Advantages → Benefits
This formula solves the common problem of "feature soup," where companies list technical specs without explaining why anyone should care. If you find yourself listing bullet points that sound boring, you are skipping the A and the B.
The Quick “So What?” Test: After listing a feature, ask "So what?" The answer is usually the advantage. Ask "So what?" again. The answer is the benefit. If you can’t answer the second "So what?" honestly, the feature isn't a strong selling point.
FAB in Practice
Product/Service | Feature (What it Is) | Advantage (What it Does) | Benefit (Why You Care) |
|---|---|---|---|
B2B Software | Single Sign-On (SSO) Integration | Allows employees to log in using existing company credentials. | Meaning: You dramatically reduce IT support tickets and security risks. |
E-commerce | Double-Walled Vacuum Insulation | Keeps the internal temperature regulated for up to 12 hours. | Meaning: Your morning coffee stays piping hot until your afternoon slump. |
Financial Service | Dedicated Account Manager | Provides a single point of contact for all your banking needs. | Meaning: You skip the automated phone maze and get expert advice instantly. |
Health Product | Contains 10,000 IU Vitamin D3 | Provides the maximum recommended daily dose in one capsule. | Meaning: You boost your immunity and mood without juggling multiple supplements. |
Digital Course | Lifetime Access to All Updates | You never have to pay for a new version of the course content. | Meaning: Your investment is protected, and you always stay current with industry changes. |
Thrive Implementation: Turn your FAB points into scannable elements. Using Thrive Architect, you can present the Feature as a headline, the Advantage as the body text, and the Benefit as a short, punchy takeaway in a contrasting color, perhaps using toggle or content box elements.
5. The 4 Ps — Promise, Picture, Proof, Push
The 4 Ps is designed to overcome skepticism and build trust quickly. It’s excellent for high-investment offers or skeptical audiences. If your product is expensive or your industry is saturated with low-quality competitors (like coaching or marketing), you need the 4 Ps.
How to add proof even when you have none: If you are new, you might not have 100 testimonials. Instead, use borrowed proof (cite industry statistics, mention successful clients you’ve worked with previously, or share the logic/research that informed your solution).
4 Ps in Practice
Channel | Product/Service | 4 Ps Application |
|---|---|---|
Sales Page (High Ticket) | Executive Coaching | Promise: I guarantee you’ll add $50k to your annual revenue in 90 days. Picture: Imagine closing deals with absolute confidence, knowing your strategy is bulletproof. Proof: Read the case study from Sarah K., who went from $120k to $250k in six months. Push: Book your free strategy session now—only 3 spots left this quarter. |
Social Media Ad (B2C) | Home Security System | Promise: Sleep soundly knowing your home is impenetrable. Picture: Picture the app notifying you of a package delivery, not an intruder. Total peace of mind. Proof: Rated #1 by Consumer Reports for the last three years. Push: Get 50% off installation this week only. |
Email Body (Re-engagement) | Subscription Box | Promise: Get $150 worth of artisan goods for just $49. Picture: Unboxing a curated collection of unique, high-quality items tailored just for you every month. Proof: Our 4.9-star rating speaks for itself. Push: Reactivate your subscription before midnight to claim your free bonus gift. |
Webinar Registration | Investment Strategy | Promise: Discover the three stocks set to double this year. Picture: See your portfolio grow effortlessly, allowing you to retire five years early. Proof: I’ve accurately predicted 7 of the last 10 market movers. Push: Register for the live training before seats fill up. |
Affiliate Review (B2B) | Hosting Provider | Promise: The fastest, most reliable hosting for high-traffic sites. Picture: Your site loads in under 1 second every time, even during peak sales. Proof: We migrated 10,000 sites last year with 99.99% uptime. Push: Use my link for an exclusive 60% discount. |
Thrive Implementation: The 4 Ps shines in your trust sections. Use Thrive Theme Builder to add testimonial blocks, trust badges, and security seals right before your final CTA, providing the necessary Proof before the Push.
Advanced Copywriting Formulas Used by Elite Marketers
Once you master the fundamentals, you can start leveraging these longer, more complex formulas designed for high-stakes pages and cold traffic. These are the frameworks that allow you to write 5,000-word sales letters without losing the reader.
1. AICPBSAWN — Copywriting Formulas for Landing Pages
This formula, often attributed to the legendary copywriter Brian Kurtz, is essentially an expanded AIDA designed to handle every objection on a long-form sales page. It’s a marathon, not a sprint.
Why this formula converts cold traffic: It addresses the three core questions a cold reader has: "What is this?" (A/I), "Why should I trust you?" (C/P), and "Why should I buy now?" (S/W/N). This is the blueprint for high-converting copywriting formulas for landing pages.
Competitors rarely explain “Warn” and “Now”: The "Warn" section is crucial. It brings back the pain (PAS-style) right before the final decision, leveraging loss aversion one last time. The final "Now" is a short, sharp command—no hedging.
AICPBSAWN Components in Action
Component | Focus/Goal | Application Example |
|---|---|---|
Credibility (C) | Establish Authority | "I spent 15 years as a VP at Goldman Sachs before creating this system. I’ve seen the mistakes from the inside." |
Proof (P) | Overcome Skepticism | "We have a 98% client retention rate, and here are the audited results from our last quarter." (Link to external report) |
Benefits (B) | Detail Transformation | "Not only will you save 10 hours a week, but you’ll also get the recognition you deserve from the executive team." |
Warn (W) | Leverage Loss Aversion | "If you close this tab and wait until next week, the market opportunity you’re missing will be gone forever. Your competitors won't wait." |
Now (N) | Final Command | "Click the button. Enroll now." (Short, direct, no fluff) |
Thrive Implementation: This is your blueprint for a long-form sales page. Use Thrive Architect to create a reusable template where each component (C, P, B, S) is a distinct, well-designed block, often separated by pattern interrupts like video or testimonials.
2. QUEST — Qualify, Understand, Educate, Stimulate, Transition
QUEST is perfect for high-ticket funnels where you need to build a deep, consultative relationship before asking for the sale. It’s about being a trusted advisor, not a pitchman.
Example: "This guide is for coaches earning $5–15k/month who feel stuck on the revenue plateau. If you’re just starting out, this isn't for you yet." This qualification increases desire in the target audience by making the content feel exclusive.
QUEST Components in Action
Component | Focus/Goal | Application Example |
|---|---|---|
Qualify (Q) | Filter the Audience | "If you're happy with your current marketing budget, stop reading. This is only for CFOs ready to invest $50k+ for guaranteed 5x ROI." |
Understand (U) | Empathy Statement | "I know you're exhausted from endless vendor calls and promises that never materialize. I’ve been there. You just need a partner who delivers." |
Educate (E) | Provide Insight | "The secret isn't more content; it's maximizing content distribution. Here is the 80/20 rule of distribution you never learned." |
Stimulate (S) | Future Pacing | "Imagine your quarterly board meeting where you present a 40% growth chart, all thanks to a system that runs without your daily interference." |
Transition (T) | Soft Sell | "Since you now understand the strategy, the next logical step is to see how we apply it specifically to your business." (CTA: Request a Custom Blueprint) |
Thrive Implementation: Use qualification to personalize the experience. With Thrive Architect's conditional display features, you can show different headlines or sections based on user tags or quiz results, ensuring the copy feels hyper-relevant.
3. The Fan Dancer Formula — Headline Formulas for Curiosity
This is pure curiosity marketing. The Fan Dancer reveals just enough to hook the reader, but hides the core information, compelling them to click or opt-in to satisfy their curiosity. It’s short, sharp, and highly effective for generating clicks and leads, making it one of the most powerful headline formulas available.
Why hiding information triggers curiosity: Psychologists call this the "information gap theory." We are compelled to close the gap between what we know and what we want to know. If you give them the answer, they leave. If you give them the question, they click.
Fan Dancer Examples
Channel | Product/Service | Fan Dancer Application |
|---|---|---|
Email Subject Line | Investment Tip | The one stock Warren Buffett is quietly buying right now. |
Blog Post Headline | Productivity Hack | The 5-minute ritual that tripled my focus (and it’s not meditation). |
Social Media Post | Marketing Tool | I used this single, free AI tool to write 100 subject lines in 10 minutes. Click to see the tool before they start charging. |
Lead Magnet CTA | Business Template | The template that got me fired (and then made me $1M). Download it here. |
Webinar Hook | Sales Strategy | You are making one critical mistake in your sales calls that costs you 70% of your deals. I’ll show you what it is at 2:00 PM EST. |
Thrive Implementation: Use a curiosity-based Thrive Leads lightbox. The headline and subtext should use the Fan Dancer approach, and the button should say something like "Reveal the Secret Tool." Crucially, use zero "subscribe" language on the initial click to maximize the mystery.
Choosing the Right Copywriting Formula
The single most important strategic decision you make is matching the formula to your audience's current state of mind. Get this wrong, and the best copy in the world will fall flat.
Step 1 — Identify Awareness Level (Schwartz Model, Simplified)
The legendary copywriter Eugene Schwartz defined five levels of awareness. Your formula choice must align perfectly with where your reader is on this spectrum.
Copywriting Formula by Awareness Level
Awareness Level | Reader's Mindset | Best Formula |
|---|---|---|
Unaware | "I don't know I have a problem." | AIDA (Focus on Attention/Desire) |
Problem-Aware | "I have this pain, but I don't know the solution." | PAS (Focus on Agitation) |
Solution-Aware | "I know solutions exist, but I haven't picked one." | BAB / FAB (Focus on Transformation) |
Product-Aware | "I know your product, but I'm not sure it's the best." | 4 Ps (Focus on Proof/Skepticism) |
Most-Aware | "I know your product and I'm ready to buy." | Short CTA (Focus on Scarcity/Urgency) |
Step 2 — Match the Formula to B2B or B2C Psychology
This is a distinction almost every blog post misses. You can’t use the same emotional triggers for a consumer buying a t-shirt as you do for a VP of Operations buying enterprise software.
B2B vs. B2C Copywriting Psychology
- B2C (Business-to-Consumer): Driven by emotional vision, identity, lifestyle, and future pacing. Formulas should be aspirational and highly personal (AIDA, BAB).
- B2B (Business-to-Business): Driven by risk mitigation, ROI, efficiency, and peer approval. Formulas must be logical, data-driven, and focus on consequences (PAS, 4 Ps, AICPBSAWN).
Why “logic sandwiches” work in B2B: In B2B, you often start with an emotional hook (the pain of inefficiency), move into a logical, data-driven solution (the features/advantages), and then return to an emotional close (the relief of meeting targets and getting a promotion). You need to sandwich the logic between two emotional drivers.
Step 3 — Pick the Formula Based on Page Type
The format dictates the required speed and depth of the formula.
Copywriting Formula by Page/Channel Type
Page/Channel | Goal | Recommended Formula |
|---|---|---|
Landing Page | Convert cold traffic/high commitment | AICPBSAWN (Long form) or PAS (Short form) |
Homepage Hero | Capture attention, establish value | AIDA (Desire-focused) |
Drive click-through/segmentation | PAS (Subject Line) + Curiosity Gap (Body) | |
Product Page | Detail value, overcome skepticism | FAB + 4 Ps (Proof) |
Social Media | Stop the scroll, low commitment | Micro-AIDA (3 seconds or less) |
How to Mix, Match, and Stack Copywriting Formulas
No elite copywriter uses a formula in isolation. They hybridize them. This is where the magic happens and where your copy stops feeling like a template and starts feeling like a conversation.
The Formula Hybrid Method
A hybrid formula uses the strengths of multiple structures to guide the reader seamlessly.
Example 1: PAS → FAB → AIDA
This hybrid converts better because it handles the pain (PAS), provides the logic (FAB), and delivers the vision (AIDA) all in one flow.
Example 2: BAB → 4 Ps (Proof) → AICPBSAWN (Warn/Now)
This is a killer structure for a mid-funnel sales email.
The “Conversion Spine” Technique
I use this proprietary framework to ensure every piece of content, regardless of length, has a strategic backbone. Think of this as the universal sequence of persuasion. You can plug any formula into each stage.
The Conversion Spine Technique
- Hook: Capture attention (AIDA, Fan Dancer).
- Problem: Define the pain (PAS, BAB Before).
- Agitation: Intensify the pain (PAS).
- Value Frame: Introduce the solution and its benefits (FAB, AICPBSAWN Benefits).
- Proof: Overcome skepticism (4 Ps, AICPBSAWN Credibility/Proof).
- CTA: Clear, urgent next step (AIDA Action, 4 Ps Push).
The “Three-Angle Rewrite” (Creative Constraint Exercise)
To truly internalize these formulas, you need to practice them as thinking tools. Take a single product or service and rewrite the core message using three different formulas.
Drill: Write a short paragraph promoting your email newsletter.
After the rewrite, choose the strongest one based on clarity, emotional impact, and how well it matches my current audience.
Applying Copywriting Formulas Across Channels
The context of the channel—email, social media, or a dedicated landing page—changes how you deploy the formula. You need speed for social and depth for sales pages.
Email Copywriting Formulas: PAS Subject Lines and AIDA Body Text
Email is a hostile environment. Your reader is distracted, busy, and ready to hit the archive button. This means your subject line needs to be a micro-formula, and your body copy needs to deliver value fast.
I almost always recommend using a PAS structure for the subject line and the first line of the email body. Why? Because pain demands immediate attention.
Example Strategy:
This hybrid approach ensures you cut through the inbox noise while still providing a smooth, desirable path forward once they’re reading.
Social Media Copywriting Formulas: Micro-AIDA and BAB for Engagement
Social media demands brevity and instant relevance. You have about three seconds to capture attention before the scroll kills you. This is where the Micro-AIDA shines.
Micro-AIDA: Use a shocking statistic or a bold claim for Attention. Immediately follow with a question that creates Interest. The rest of the post must build Desire (often through a relatable "After" state) and end with a Call to Action (usually a comment or share).
The BAB formula is also fantastic for social media because it tells a concise, aspirational story. People love transformation narratives. Use the "Before" state as your hook (e.g., "My desk used to look like this mess..."), the "After" state as the payoff (the clean desk), and the "Bridge" is the product or service you're selling.
Copywriting Formulas for Landing Pages: The AICPBSAWN Deep Dive
Landing pages, especially those targeting cold traffic, require the heavy artillery—the AICPBSAWN formula. Unlike emails or social posts, a landing page is a dedicated environment where the reader has committed to learning more. You must respect that commitment with depth and thoroughness.
The key to successful copywriting formulas for landing pages is the strategic placement of proof and credibility. On a long page, the reader’s skepticism naturally rises as they scroll. You must intersperse testimonials, data points, and case studies (the C and P components) at regular intervals to counteract the rising doubt. Don't dump all your proof in one section; feather it throughout the page.
How AI Changes Copywriting Formulas
AI is a powerful tool, but it’s a terrible strategist. It excels at execution but requires structure. This is why formulas are more important than ever. If you feed AI mush, you get mush back. If you feed it a strategic framework, you get gold.
Formulas as AI Prompts (The Container Theory)
When you ask ChatGPT to "write a sales page," you get generic mush. When you provide a formula as a container, you get usable copy.
Prompt Template Example (PAS):
"Act as a seasoned copywriter. Write a 200-word product description for [Product: Thrive Architect, a drag-and-drop website builder]. Use the PAS formula. The target audience is [Audience: Solopreneurs tired of expensive developers].
P: Focus on the pain of being reliant on agencies. A: Agitate the high costs and long turnaround times. S: Introduce the solution as total control and speed."
AI needs structure to generate usable copy. By providing the formula, you are giving the AI a strategic map.
The Biggest Risk with AI: AI loves to over-agitate until your copy sounds manipulative, or it will hallucinate proof. You must always review AI-generated copy for tone and verify any claims it makes.
Reverse-Engineering High-Converting Ads Using AI
This is a rarely discussed, highly effective technique.
This lets you leverage proven structures without blindly copying the content.
Using Thrive Suite + AI Together
Leveraging Thrive Suite + AI for Copywriting
- AI Generates Copy Blocks: Use AI to draft the PAS headline and the FAB bullet points.
- Thrive Architect Designs Fast: Drop the AI-generated text into pre-built, conversion-focused blocks within Thrive Architect.
- Conditional Display for Targeted Formula Versions: Use Thrive Architect's dynamic content features to show a PAS-focused headline to new visitors and a 4 Ps-focused headline (with proof) to returning visitors. This ensures the copy always matches the reader's awareness level, which is the ultimate strategic move.
Copywriting Formula Mistakes to Avoid
Knowing the formulas is only half the battle. Knowing how to misuse them is the other half.
Over-Agitating Until You Sound Manipulative
There is a fine line between ethical agitation (articulating a real problem the reader feels) and unethical manipulation (inventing or exaggerating pain for profit).
Ethical: "If you don't track your time, you'll continue to lose 15 hours a week." (Fact-based consequence)
Unethical: "If you don't buy this today, your business will fail within six months." (Hyperbolic fear-mongering)
Your tone matters. You want to sound like a supportive expert, not a frantic salesperson.
Overloading AIDA With Too Much Attention
A great headline captures attention, but if that attention doesn't immediately segue into interest and relevance, you’ve wasted the click. A flashy, irrelevant headline leads to a high bounce rate. The attention must be relevant to the eventual desire and solution. If your hook is about space travel, but your product is a budgeting app, you’ve simply confused the reader.
Treating Formulas as Scripts Instead of Flexible Tools
Formulas are guides. Your brand voice is the driver. If you let the formula dictate the voice, you end up sounding generic. If you use the formula to organize your unique voice, you create high-converting copy that sounds like you. Don't let the structure flatten your personality.
Frequently Asked Questions About Copywriting Formulas
If you’ve ever wondered why one formula works beautifully in an email but falls flat on a landing page, you’re asking the right question. These FAQs break down copywriting formulas as thinking tools—so you can match the structure to the reader’s mindset, the channel, and the kind of decision you’re asking them to make.
Conclusion — Copywriting Formulas Aren’t Magic. They’re Maps.
If you came here looking for a magic bullet, I’m sorry to disappoint you. Copywriting formulas aren't magic. They are simply maps of the human decision-making process.
The secret to high-converting copy isn't memorizing acronyms; it's understanding the psychology behind them and applying them strategically. They empower you to think like a strategist who cares about the reader's journey, not just a writer trying to hit a word count.
Start small. Pick one formula—maybe PAS—and apply it to your next email subject line. Then, use BAB to structure your next sales page section. Mastery comes from practice, not passive consumption.
If you’re ready to put these formulas into action and build conversion-focused pages quickly, you'll need the right tools. Thrive Architect gives you the drag-and-drop power to implement these complex formulas into beautiful, high-converting web pages without needing a developer.
It’s time to stop guessing and start building with intent.
