“20+ persuasive copywriting formulas that convert (+ checklist)”

10 min readDec 12, 2022

Copywriting is the art and science of persuasion — compelling, persuasive, and engaging copy drives readers to take action.

Good copy sells.

Copywriting is crucial for advertising success but is often overlooked. Pretty much everything that we produce requires a copy. For example, emails, landing pages, websites, headlines, blogs, social media, and even videos need scripts.

Copywriting Formula

Many different formulas can be used to write compelling copy, and we will explore 20 of them in this article. We will also provide a bonus checklist to help you put these formulas into practice. So whether you’re writing an email, a blog post, or a sales page, these formulas will help you get the results you’re looking for.

Here are some persuasive copywriting formulas that can help you to convert more visitors into customers (in no particular order):

AIDA Copywriting Framework

The AIDA formula is a classic tool for creating a compelling copy. AIDA stands for Attention, Interest, Desire, and Action.

Attention: What statement will catch my customers’ attention?
Information: What information would make my product compelling
Desire: What needs or wants does this customer have that my product can fill?
Action: What will make them take action?

Let’s use Kingsmaker’s landing page as an example.

Attention: ‘Grow your business with proven 3-minute practical insights.’
Information: ‘The latest marketing tactics based on research from top universities and proven case studies of top companies.’
Desire: ‘Backed by science and tested by experts.’
Action: ‘ send to your inbox for $0. It’s free; why not get it?’

AIDCA Copywriting Framework

Similar to AIDA with an additional ‘C,’ which stands for Conviction.

Attention: What statement will catch my customers’ attention?
Information: What information would make my offer compelling?
Desire: What needs or wants does this customer have that my offer can fulfill?
Conviction: How can I show that my offer is compelling?
Action: What will make them take action?

The easiest way to show that your offer is compelling is through testimonials or a Money-back guarantee.

IDCA

IDCA eliminates the need for the “Attention” step in AIDCA. If someone has landed on a webpage or opened an email, they are already paying attention.

AIDPPC

Attention: Stir up a craving in the reader’s mind.
Interest: Engage them with new or noteworthy data.
Description: Put more beef into the problem, and show how the proposed solution can help them overcome the challenges they face compared to the norm in the industry. Highlight the opportunities and possibilities the solution can bring and encourage them to take advantage of them.
Persuasion: Use delicate suggestions and recommendations to convince the reader. This could be done by explaining loss prevention techniques or urging them towards future trends.
Proof: A quick offer showcase or demonstration can show the reader how the solution delivers and is better than its competition. Case studies and testimonials work too.
Close: Repeat the main benefits.

PAS

PAS empathizes with customers by identifying their problems, painting an emotional picture of their pain, and then offering a way to ease their burden.

Problem: What issue is my potential client struggling with?
Agitate: What does my potential client feel when facing this problem?
Solution: How can my offer help them?

4P’s Type 1

Picture: Paint a picture of a scene using words to get them into a proper state of mind. You could highlight the pain or problem your product solves or paint a future they want.
Promise: Show how you will make the future reality or how you can solve their problems using your product or service.
Prove: Back up your promise with stats, case studies, testimonials, and a demo.
Push: Let them know precisely what you want them to do (CTA)

ACCA

Commonly used by nonprofit organizations.

Awareness: A statement that piques curiosity is a crucial lead-in to the next step.
Comprehension: This is where you can flesh out your ideas and support them with evidence and visuals.
Conviction: At this point, they should be aware of and comprehend the problem. This should leave them with an intense desire to take action.
Action: Let them know precisely what you want them to do (CTA).

AAPPA

Commonly used for long-form sales pages or videos

Attention: 1–2 sentences that grab their attention, whether it’s highlighting a problem, common mistakes or misconceptions, etc. In long-form copy, your first few sentences must say, “Hey! This is important. Listen up”
Advantage: Show how your product can solve their problem. Show features, details, and every selling point you can list.
Prove: Back up your promise with stats, case studies, testimonials, and a demo.
Persuade: Push your audience’s buttons and make them want to purchase.
Action: Let them know what you want them to do (CTA).

QUEST

Most commonly used for high ticket products which require an appointment or phone call to close the deal.

Qualify: Begin your copy stating that this offer is only for a specific audience. For example, “If you run ads on social media but not getting results. Here’s why”. As I always say, good marketing attracts the right audiences and repels the wrong ones.
Understand: Let them know that you understand what they are going through. To continue with the example, “You have watched many online courses. Try everything that the gurus taught but still get no results.”.
Educate: It’s time to show them how you can help. Example: “The key might be in the images or the headlines.”
Stimulate: Let them know what you want them to do (CTA), but preferably not call to buy. For instance, “Book now to see if we can pinpoint what’s causing your negative ROI.”
Transition: Many use the QUEST formula to transition their customers to another medium to close the deal.

SLAP

Commonly used for low-ticket items (e-commerce or digital products). Use this if you’re trying to get your audience to buy immediately. Facebook, Instagram, TikTok, or any interruption-based ads are the best medium.

Stop Scroll-stopper, hook, or interruption.
Look: Your Stop should be so eye-catching that they’ll want to take a minute to see what you’re selling.
Act: This can be as simple as clicking the buy button to get to your product page or as complex as an email opt-in for a discount code that expires within the day.
Purchase

AICPBSAWN

Attention: State the most significant challenge and how your offer can solve it.
Interest: List of primary reasons what’s in it for them
Credibility: List your achievement, badges, experiences
Proof: Back up your claims with testimonials, case studies, or reviews.
Benefits: Bullet points stating the benefits.
Scarcity: Your offer must be projected as limited/restricted.
Action: A set of clear and concise steps that the audience needs to take.
Warn: State the consequences of inaction
Now: Encourage them to take action now.

HELLYEAH

Created by copywriting expert Brian McLeod, this formula is commonly used for a long sales page.

Holler at them to get them hooked.
Empathize with their pain points or situation by quoting your own experience.
Lambast (condemn) the situation that led to their current challenge.
Legwork: Back up your claims with testimonials, case studies, or reviews.
Yes: Convince them that you are the solution they have been looking for.
Educate the audience as to why your solution is the most effective.
Action: A set of clear and concise steps that the audience needs to take.
Handle any objections they may have.

PASTOR

A highly effective sales copy formula created by expert copywriter and communications strategist Ray Edwards.

Personal State problems and pain need that you are trying to solve
Amplify the condition that will arise if the problem is not solved
Storytelling Present the solution by telling your own story
Testimonials, case studies, and reviews
Offer your solution as a process of transformation
Response A set of clear and concise steps the audience needs to take.

BAB

Before: Describe what your audience’s current situation/problem is.
After: Describe what life could be like by implementing/using your offer. Commonly used phrases are, “Imagine if…” or “What if you could just….”
Bridge: Highlight the steps they need to take from where your audience is now to where you just described (The After).

FAB

Works best around the middle of the article or content when audiences are familiar with your offers.

Features
Advantages: What can it do better than some other product or service?
Benefits: what’s in it for them

RAD

RAD was created by the people at CopyHackers

Require: What information does the person reading your copy require before seeing a CTA?
Acquire: Once the minimum is given, ensure your call-to-action (e.g., a button).
Desire: Continue to peak desire via your copy and add more CTAs throughout your sales page.

PASOP

Problem: The pain that your solution solves
Agitate: Really turn the knife, pour in the salt, and highlight the troubles caused by this particular problem.
Solution: Show the feature or reason why you are the solution to the problem.
Outcome: Pain a picture of the “after” in your copy.
(Another) Problem: Start again with a whole new problem.

Repeat as many times as you want, but don’t forget to close off with a CTA

AIU

If you only have a few seconds to get someone to take the next step, use the AIU formula

Attention: Something big, flashy, and easy-to-relate. Something like access to a free 20-copywriting formula.
Interest: Tell them why they need this and how it benefits them
Urgency: Make it such that this offer is exclusive or for a limited time. For example, Free for the first 30 and $7 afterward.

ERERS

Copywriting formula by AdEspresso, which can be used on copy or images

Emotional
Rational
Emotional
Rational
Social Proof

HIPASI

Copywriting formula for writing a blog.

Headline
Image
Problem
Agitation
Solution
Invitation

A FOREST

Another copywriting formula for writing a blog.

Alliteration: the repetition of an initial consonant sound in words close to each other. For example, David’s dog drank dirty water down by the dam.
Facts: Evergreen and new data backed with proofs
Opinions: Interpret that data and share your opinion.
Repetition: Repeat the same point or two throughout
Examples: Facts and opinions are great but best absorbed via examples.
Statistics: Backing it up with the numbers.
Three: Repeating your points the 3rd time.

VAD

Commonly used for software products that allow users to do something quickly.

Verb
Application
Differentiator

Example: Create a beautiful image for your social media without knowing design or Photoshop

6 + 1 Formula by Danny Iny

This is another formula built on AIDA by Danny Iny.

Context: A brief introduction of yourself that makes you trustworthy.
Attention: A compelling statement to convince your audience to read further.
Desire: Build a desire in the audience to explore the solution.
The Gap: The consequences of both action and inaction.
Solution: Present your solution in a simple and relatable manner
Call to Action: The single next step you want the reader to take.
+1 ingredient in the formula is to build credibility throughout your copy.

Star Story Solution

This is a character-based storytelling technique best suited for lead-generation pages.

Stories make readers relate to the character, which is crucial in keeping them engaged until the end.

Star introduction: An introduction of a fictitious character, real-life example, or yourself the reader can relate to.
Narrate the star’s story: Share the challenges, pain points, and then aspirations and goals desired by the character.
Present the solution: Present your product or service as the solution to the star’s (customer’s) problem.

7-Step Copywriting Formula

Commonly used for sales pages.

Make a promise: Based on the primary advantage of your offer.
Elaborate: Tell all the benefits to keep the audience hooked.
Be explicit: Share in detail what the reader will get.
Back up step 3: With social proof, reviews, case studies, and testimonials.
Hit major pain points: Explain what the consequences of inaction are
Create anticipation: Restate your significant benefits
Provoke the reader: Convince them to take immediate action.

Video Sales Letter Formula

Commonly used for video sales letters. This formula contains three aggressive calls to action.

A greeting that grabs the attention instantaneously
Problem identification and a promise to resolve it
Create scarcity for the product or service that you want to offer
Exaggerate the problem for them to take action
Provide your product as the solution
State the benefits and key features of the product
Provoke the 1st call to action based on a desire
State your credentials via testimonials, proof, and reviews
Give a money-back guarantee
Initiate the 2nd call to action based on logic and desire
List the deadlines, scarcity, and limited offers
Spin the 3rd call to action based on fear

SCAMPER by CopyRanger

SCAMPER was created by the people at CopyRangers

Substitute: An ineffective or boring line with a new copy
Combine: Mix and match from different formulas or pages
Adapt: Maybe a page selling SaaS software can work perfectly for your consulting service.
Modify, minify, or magnify
Put it to use: Use what works
Eliminate: Take out everything that doesn’t fit
Rearrange, reverse or redefine: Maybe you can frame a positive argument negatively?

Copywriting Checklists

Below are a series of checklists to help you make sure you’ve covered all your bases. With this resource, you’ll be well on your way to creating copy that converts.

CPSC

Is the copy clear and concise?
The placement of the button.
Size of the button
Color of the button

4C’s

Clear: How’s the clarity of your writing? Can your target audience understand it?
Concise: Can you shorten your copy by removing adverbs and unnecessary words?
Compelling: Does it build the desire to take action?
Credible: Can people trust you? Have you included case studies, testimonials, and reviews that support your claims or handle objections?

4U’s

Useful: Is it useful?
Urgency: Do your prospects feel like they still have time to “think about it”?
Unique: Boring? Sound like everyone else?
Ultra-Specific: Will your reader say, “I’m not sure what they’re talking about?” or “Shut up and take my money?”

TEASE

Tactful: Does it compellingly convey the right facts?
Emphasize: Have you emphasized the benefits of your offer?
Authentic: Are the outcomes shared both real and accurate to the reader?
Short: Copy can be long, but testimonials should be brief (unless it’s a case study).
Engage: Is anyone who looks at this going to feel like it can apply to them?

(Bonus) Copywriting Formula for Testimonials

4S’s

Here’s a great testimonial formula that can help you direct the conversations with happy clients.

Many want to tell you how good you are, but most don’t know what to write.

Send them this framework, and you should have fewer problems.

Specific: What exactly is it that makes you a happy client?
Short: Keep it less than 100 words.
Sizzling: Did you switch from another company? Why are we better? Something like that.
Signed: Give credibility with details of the person, including an actual signature.