What is a copywriting formula
A copywriting formula is a proven writing structure that helps you deliver a message in a way that drives action. It's not a "template" — it's a skeleton you build your message around. Here are the 5 best formulas for Facebook posts.
The AIDA formula
Attention → Interest → Desire → Action. This is the classic. First you grab attention, then you build interest, create desire, and finally call the reader to act.
The PAS formula
Problem → Agitate → Solve. You surface a problem, amplify it (make it sting), and then offer the solution. Works remarkably well in B2B marketing.
The BAB formula
Before → After → Bridge. Show the current state (before), the dream state (after), and how to get from one to the other (bridge).
The FAB formula
Features → Advantages → Benefits. Spell out the features, connect them to advantages, and show the personal benefit to the customer.
The 4U formula
Useful, Urgent, Unique, Ultra-specific. The perfect headline hits all four — useful, urgent, unique, and specific.
Which formula should you use?
- ✓AIDA — for general posts, broad marketing
- ✓PAS — for B2B posts, business audiences
- ✓BAB — for success stories and transformations
- ✓FAB — for posts about a specific product
- ✓4U — for headlines and CTAs
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