7 Best Copywriting Formulas You Can Steal (With Examples!)

Want to Write Copy That Converts? Try These Frameworks

Struggling to write copy that actually converts? You’re not alone. Even seasoned writers can get stuck staring at the blinking cursor, wondering how to start.

The great news: there are frameworks that can help you out. These tried-and-true formulas take the guesswork out of writing persuasive copy. In this post, we’re diving into the most popular copywriting frameworks. Whether you’re writing million-dollar ad campaigns or punch product pages, they can help.

1. PAS

Let’s start with PAS because it’s the drama queen of copywriting frameworks. This formula thrives on stirring up trouble before swooping in with a heroic solution.

The acronym stands for “problem, agitate, solution.” Identify the problem your target audience has, then really make it hurt (agitate). Finally, offer your product or service as the solution.

• Problem: You’re stuck in traffic every morning.

• Agitate: You’re late for work again, your boss is fuming, and your coffee’s gone cold.

• Solution: Introducing TeleportCo! The app that lets you teleport to work in seconds. (Remote workers, don’t worry — TeleportCo also works for teleporting from bed to your desk in under 0.3 seconds. Pajamas welcome.)

PAS taps directly into pain points and amplifies them until readers are practically begging for relief. Which…conveniently comes in the form of your product or service. Is it manipulative? Maybe. Effective? Absolutely.

Sadly, TeleportCo isn’t a real product, so let’s look at a real-life example.

PAS is ideal for emotional appeals where the audience faces a pressing problem that needs solving. It’s commonly used to start blog posts, emails, social media ads, and landing page messages. It’s highly effective for quick conversions and engaging audiences who are already aware of their struggles. Additionally, it’s beginner friendly and faster to implement compared to frameworks like AIDA.

2. AIDA

AIDA is like that smooth-talking friend who always gets free upgrades at hotels. It knows exactly how to charm its way into your wallet without you realizing it.

This one stands for “Attention, Interest, Desire, Action.” The goal is to grab the reader’s attention, keep them interested, build an emotional or logical desire, and then tell them what to do next. Here’s an example:

• Attention: Still doing 100 crunches per day with zero abs to show for it?

• Interest: Spoiler: Abs are made in the kitchen. And your plan might be holding you back.

• Desire: Our custom coaching program includes a realistic meal plan, simple workouts, and a coach who helps you along the way.

• Action: Sign up today and get your first week free.

Filthy Rich Writer uses AIDA in their emails to get people to take action. If you haven’t already, subscribe to their newsletter. It will teach you wonders. (#NotSponsored)

I saw this email pop up on my phone and went to look at it almost immediately. The subject line caught my eye and I resonated with the message. (My taxes were staring me dead in the face at this time. I had absolutely no interest in doing them.) It activated my desire to learn how to be more productive and do the hard thing I didn’t want to do. Then, I listened to the episode. 

And WAHOO, my taxes were done ahead of schedule! 

AIDA is best for structured sales funnels or campaigns where you need to guide the audience step-by-step toward taking action. It’s great for creating compelling headlines, long-form sales pages, and advertisements. This framework excels at building interest gradually while maintaining focus on the end goal — action. It’s best for audiences who need more convincing or education about a product.

3. BAB

BAB is the feel-good rom-com of copywriting frameworks. It paints a picture of life before and after your product or service. In the middle is a bridge that connects the two worlds like a Hallmark movie plotline (but better).

How it works:

• Before: Your mornings are chaotic. Kids are screaming and someone just spilled a bowl of cereal everywhere.

• After: Now imagine calm mornings where everyone’s smiling over pancakes.

• Bridge: With our Family Planner app, this dream can be your reality!

Think about any weight loss ad ever made. Before: Someone feeling poorly about their appearance. After: That same person fitting into their favorite jeans again. Bridge: Our revolutionary diet plan!

Curology uses BAB to sell potential customers on the efficacy of their products.

BAB appeals to our aspirational selves — the part of us that believes life could be better if only we had that thing. It’s best for audiences seeking clear benefits. You’ll likely use this framework for storytelling-based marketing or TV direct selling programs.

4. FAB

Raise your hand if you love lists 🙋🏻‍♀️

Then you’ll also love the FAB framework. It breaks down why your product is amazing without sounding like an infomercial at 3AM.

• Features: Our vacuum has HEPA filters.

• Advantages: It traps 99% of allergens.

• Benefits: Which means cleaner air and fewer sneezes for your family.

Mailchimp does this well.

FAB is ideal for technical or detail-oriented products where features need to be explained clearly. It’s effective for audiences who value practical information over emotional appeal.s You’ll commonly use this for product pages, brochures, and B2B marketing assets.

5. PARIS

PARIS is more than a place with the Eiffel Tower. This framework adds an extra layer by illustrating benefits before closing the sale.

• Problem: Your skin feels dry and dull.

• Agitate: No matter how much moisturizer you use, nothing works.

• Resolve: Our hydrating serum locks in moisture all day.

• Illustrate: Customers report softer skin after just one use.

• Sell: Order now for free shipping!

Shoutout to Basecamp for being the living embodiment of the PARIS framework. This landing page combines storytelling with proof points to build trust and excitement.

PARIS is particularly useful when you want to balance storytelling with selling. It’s great for comprehensive campaigns where you want to address pain points deeply while showcasing your product.

6. PASTOR

PASTOR is like PARIS’ younger sister. (Read: they’re kind of the same thing.) This one goes deep by focusing on transformation and creating an emotional connection with readers.

• Problem: You’re drowning in email chaos.

• Amplify: Important messages get lost, deadlines are missed, stress levels skyrocket.

• Solution: Inbox to Zero Pro organizes your emails automatically.

• Transformation: Imagine an inbox so clean it sparks joy every time you open it.

• Offer & Response: Sign up today for just $9/month!

Amy Porterfield does this well in her email:

PASTOR doesn’t just sell products or services. It sells hope for a better life. By focusing on transformation rather than just features or benefits, it creates an emotional narrative that resonates deeply. It's great for sales pages, email marketing campaigns, consulting or business proposals, lading pages, social media ads, and more.

7. QUEST

QUEST turns copywriting into an epic journey — think Harry Potter heading into the Chamber of Secrets but with fewer Basilisks and more conversions.

• Qualify: Are you overwhelmed by missed deadlines?

• Understand: We know how stressful managing multiple projects can be.

• Educate: Our tool streamlines tasks and tracks progress in real-time.

• Stimulate: Teams report saving 10+ hours per week!

• Transition: Start your free trial today.

Take this email from ACXIOM.

This framework combines logic and emotion to guide readers through every stage of decision-making. QUEST is great for story-driven ads, sales and landing pages, email sequences, and blog posts.

You’re Ready to Get Started

Copywriting is part art, part science, and a whole lot easier when you have a formula to follow. These frameworks give you a head start, no matter what you’re writing.

So, bookmark this post. Steal those formulas. Use them to write faster, sell better, and sound more like your brand.