Copywriting Formulas are one of the easiest ways to write persuasive marketing copy that converts visitors into subscribers and customers. Whether you’re writing landing pages, emails, or ads, proven copywriting formulas like AIDA and PAS help you structure your message for maximum impact. In fact, you’ll discover three copywriting formulas that instantly increased a client’s opt-in rate and learn how to use them in your own campaigns. /why-bad-landing-page-copy-costs-you-money/ Before applying these Copywriting Formulas, learn why weak messaging hurts conversions in our guide Why Bad Landing Page Copy Costs You Money.
Here is how we did it and how you can do it too.
AIDA vs. PAS: The Simple Version
AIDA stands for Attention, Interest, Desire, Action. It is a proven framework that helps you build momentum throughout your copy. First, capture the reader’s attention. Next, spark their interest and curiosity. Then, create desire for what you’re offering. Finally, encourage them to take action with a clear call to action.
PAS stands for Problem Agitate, Solution. Instead of building momentum, it focuses on the reader’s biggest problem. First, identify the problem in the reader’s own words. Then, agitate it by explaining the consequences of leaving it unsolved. Finally, present your solution and show the reader exactly what to do next.
Overall, neither formula is better than the other. Instead, the right choice depends on your audience and your goal. For example, AIDA works well when you’re introducing an exciting product or offer. However, PAS is often more effective when readers are already frustrated and actively looking for a solution.
Using AIDA on a Landing Page
A AIDA-structured landing page section looks like this:
- Attention (headline): A promise that says what the reader will get, not a label. Headlines that promise something can get more people to engage. Research from Nielsen Norman Group explains why clear, benefit-focused headlines improve user engagement.
- Interest (subhead): One sentence that makes the reader curious about how it works.
- Desire (bullets): What the reader will get, not what it does. Use numbers when you can.
- Action (CTA): A call to action that says what the reader will get. “Get My Free Leads Audit” is better than “Submit”.
Before: “Sign up for our newsletter.”
After: “Get copy tips that helped one client get 32 percent opt-ins. For no spam.”
Using PAS on an Email or Landing Page
PAS works well in email sequences, where you have time to talk about the problem before offering a solution.
- Problem: Say what the readers problem is, in their words.
- Agitate: Show what happens if nothing changes. What they will lose.
- Solution: Offer your solution. Tell them what to do
Before: “Our course teaches copywriting.”
After: “Most landing pages don’t get leads because the words don’t get attention. That’s the difference between a 2 percent and a 5 percent opt-in rate. Real money. Our course gives you the templates to fix it.”
A Simple Before/After Example
Element Before After (Formula Applied)
Headline “Free Guide to Marketing”
“The Free Guide That Doubled One Startups Leads”
CTA = “Submit” “Send Me the Free Guide”
Opt-in rate 2% 4-5%+
5-Point Checklist
Before you publish, review this checklist:
- Pick one formula per page. Don’t mix AIDA and PAS.
- Rewrite the headline first. It makes the difference.
- Make every claim specific. Use numbers.
- Match your CTA language to what the reader gets.
- Keep the “Attention” or “Problem” section short.
Common Mistakes When Using Copywriting Formulas
- Formula without specifics. AIDA and PAS are structures, not words. Vague copy still doesn’t work.
- CTA mismatch. If your headline promises something your CTA says something you’ve broken the chain.
- Skipping the test. Formulas help. Testing tells you what really works.
Copywriting formulas are not a shortcut, to writing. They’re a way to keep writing on track. Start with your headline use one formula and measure the change. That’s it.
Final Thoughts on Copywriting Formulas
Copywriting Formulas give you a proven framework for writing persuasive content that captures attention, builds interest, creates desire, and encourages action. Whether you use AIDA, PAS, or another proven approach, these Copywriting Formulas can help you write more effective emails, landing pages, ads, and sales pages.
