10 Copywriting Formulas Every Marketer Should Know by Heart

 If you're new to the world of copywriting, you're in for a treat.

Copywriting is the art of using words to persuade, inform, and inspire action, and it's an essential skill for anyone in marketing, advertising, or content creation.

To make your journey into the realm of copywriting a bit smoother, we've distilled the essence of this craft into the top ten copywriting formulas that even beginners can master.

Formula 1: FAB - Features, Advantages, Benefits

Copywriting isn't just about listing what your product or service does; it's about showcasing how it transforms the user's life. The FAB formula breaks it down:

• Features: What are you offering?
• Advantages: How does it solve problems or improve things?
• Benefits: What's in it for the reader?

Perfect for product or service-related copy, the FAB formula helps you shift from selling features to selling solutions.

Formula 2: BAB - Before, After, Bridge

Storytelling is a powerful tool in copywriting, and the BAB formula is all about weaving narratives:

• Before: Describe the reader's current pain or situation.
• After: Paint a vivid picture of how their life will improve after using your solution.
• Bridge: Explain how your product or service takes them from 'before' to 'after.'

This formula is ideal for engaging readers emotionally and addressing their pain points effectively.

Formula 3: The 4 P’s - Picture, Promise, Prove, Push

Take your readers on a journey with the 4 P’s formula:

• Picture: Create desire by painting a compelling mental image.
• Promise: Explain how your offering fulfills that desire.
• Prove: Use evidence to back up your promise.
• Push: Convince the reader to take action.

This formula focuses on building trust and commitment through evidence-based persuasion.

Formula 4: The 4 U’s - Useful, Urgent, Unique, Ultra-specific

For snappy advertisements and social media copy, the 4 U’s formula shines:

• Useful: How does your offering help the reader?
• Urgent: Create a sense of urgency.
• Unique: Highlight what sets your benefits apart.
• Ultra-specific: Avoid vagueness; be precise.

Leverage emotional triggers like FOMO (Fear of Missing Out) to encourage quick action.

Formula 5: The 4 C’s - Clear, Concise, Compelling, Credible

Whether you're crafting a short tweet or a lengthy blog post, the 4 C’s are always relevant:

• Clear: Ensure your message is crystal clear.
• Concise: Keep it short and to the point.
• Compelling: Spark interest in an irresistible way.
• Credible: Explain why your product, service, or brand can be trusted.

These are fundamental principles applicable to all types of copy.

Formula 6: ACCA - Awareness, Comprehension, Conviction, Action

The ACCA formula adds depth to your copy:

• Awareness: Identify the problem or situation.
• Comprehension: Explain how it affects the reader.
• Conviction: Persuade the reader to embrace your solution.
• Action: End with a compelling call-to-action.

ACCA ensures readers fully understand the problem and the solution before taking action.

Formula 7: The “So What?” Formula

This formula encourages you to dig deeper with each statement:

"Our agency creates the best website content!"

So what?

"So we can help you generate more traffic, drive conversions, and rank higher in SERPs."

Adding "So what?" forces you to elaborate on the benefits and make your copy more impactful.

Formula 8: OATH - Oblivious, Apathetic, Thinking, Hurting

The OATH formula tailors your copy to your reader's awareness level:

• Oblivious: The reader has no knowledge of your brand.
• Apathetic: They're aware but uninterested.
• Thinking: The reader recognizes a potential need.
• Hurting: They're experiencing a problem that needs a solution.

This formula ensures your copy speaks directly to the reader's current mindset.

Formula 9: PAS - Problem, Agitate, Solve

PAS goes beyond identifying problems:

• Problem: Identify the issue.
• Agitate: Explain the negative impact.
• Solve: Offer your solution.

PAS taps into readers' emotions, making them acutely aware of the problem and eager for your solution.

Formula 10: The “Objections” Formula

Address common objections head-on:

• No time? It takes just 15 minutes.
• No money? We offer financing.
• Won't work for you? Here's our money-back guarantee.
• Don't believe me? Here are statistics to back our claims.

By preemptively handling objections, you build trust and confidence.

Incorporate these copywriting formulas into your writing arsenal, and you'll be well on your way to crafting compelling, persuasive, and engaging content.

Happy writing!