8 Copywriting Formulas to Make Your Ads More Appealing

Copywriting is one of the important components of marketing because it serves to attract audiences to use your services or purchase your products. There are various copywriting formulas available that can be adjusted to your brand’s goals and values. Read this article to learn more about copywriting formulas.  

8 Types of Copywriting Formulas

Copywriting is the art of crafting words to influence and motivate audiences to take specific actions, such as purchasing products, signing up for services, and more.

In the marketing world, several copywriting formulas have proven effective in creating strong and persuasive messages. Here are formulas you can apply to your marketing strategy:

1. AIDA Formula

The AIDA copywriting formula aims to attract attention, arouse interest, stimulate desire, and finally encourage action.

Here is an example:

• Attention: A runner sees an advertisement for sports shoes. The ad contains a picture of a famous athlete, which will attract his attention.

• Interest: Next, there is a description of the latest technology in the shoe that can arouse her interest.

• Desire: Then, there is a description of how this shoe can enhance running performance that can stimulate desire.

• Action: Finally, coupled with a special discount offer encouraged to buy right away.

2. PPP Formula

The PPP formula guides copywriting by describing a situation (Picture), making a promise (Promise), and proving that promise (Prove).

An example is as follows:

• Picture: There is a brochure describing the beauty of a beach resort.

• Promise: The brochure also promises an unforgettable vacation experience.

• Prove: Then supplemented with testimonials from satisfied customers.

This way, you can give an idea of the beauty of the place and promise a pleasant experience through previous customer testimonials.

3. PAS Formula

The PAS copywriting formula is a technique structured as identifying the problem (Problem), amplifying the problem (Agitate), and offering a solution (Solve).

An example is as follows:

• Problem: In an ad for a home cleaning service, start by identifying a common home cleaning problem that is often overlooked.

• Agitate: Describe the stress of living in a dirty environment.

• Solve: Then, offer professional cleaning services as the solution.

4. ACCA Formula

The ACCA formula has a structure of building awareness, helping the audience understand the problem (Comprehension), convincing them that our solution is the best (Conviction), and encouraging them to act (Action).

The elaboration is as follows:

• Awareness: In a health product advertisement, make the audience aware of the importance of maintaining their health.

• Comprehension: Explain the product’s benefits in detail.

• Conviction: Convince them using case studies or evidence from scientific research.

• Action: Finally, offer a special discount for first-time buyers.

5. Formula 4-U

The 4-U formula encourages writers to create copy that instills a sense of urgency (Urgent), highlights the product’s uniqueness (Unique), explains key benefits (Useful), and makes the message ultra-specific (Ultra-Specific).

Here’s how it works:

• Urgent: A marketing email for a new laptop launch might start with "Today only!" or "Pre-Order Special!"

• Unique: Follow this with an exclusive feature that sets the product apart from others.

• Useful: Include tangible benefits like increased productivity.

• Ultra-specific: Add specific details, such as "Boost work speed by 50%."

6. Formula 4C

The 4C formula ensures that the message is clear (Clarity), concise (Conciseness), credible (Credibility), and consistent (Consistency).

The case is as follows:

• Clarity: In a blog post about the benefits of exercise, ensure that the information is clear and easy to understand.

• Conciseness: The content is brief and to the point.

• Credibility: It’s backed by reliable sources like scientific journals or relevant statistical data.

• Consistency: Always be consistent with the key messages about the importance of exercise for health.

7. Formula 5 Questions

This formula encourages us to answer five key questions: Who? What? When? Where? Why? 

An example is as follows:

In the webinar advertisement, you can answer these questions:

• Who: "Who can join this webinar?"

• What: "What topics will be discussed?"

• When: "When is the event?"

• Where: "Where can you register?"

• Why: "Why shouldn’t you miss this event?"

By answering these questions, you help your audience get a complete picture of what you have to offer.

8. FAB Formula

The FAB formula structures the copy to explain the main features of the product (Features), show the advantages of these features (Advantages), and finally convey the real benefits that customers will experience (Benefits).

An example can be seen in the following case study:

• Features: In promoting a new smartphone, highlight features like the camera’s various functions and high resolution.

• Advantages: Explain advantages such as the ability to take professional-quality photos and AI-assisted photo editing.

• Benefits: Communicate benefits like capturing precious moments in great detail and easily editing photos.

That's the explanation of some forms of copywriting formulas. You can utilize copywriting formulas for a faster writing process, more persuasive and interesting writing, clearer structure, and better consistency.

In addition to interesting copy or writing, the visuals used in your ad must also be appealing. Therefore, you can work with VISUWISU. 

As a visual design partner, our team of experts is ready to help realize visuals that are attractive and follow your business needs so you don't have to struggle to create your visuals.

Our visual design services also include various sub-services, one of which is copywriting. So, you can rely on our multidisciplinary team to create your ads or marketing campaigns without worry!

What are you waiting for? Consult your design needs by contacting VISUWISU now!