Copywriting Formulas and Techniques for Effective Marketing 

Content Writing
Copywriting formulas

Copywriting is an art as it is also a science, and only the best copywriters know how to combine the two to get results.

For copywriting to be effective, it requires creativity, technical know-how, and the ability to speak to your target audience in their language. That is because copywriting is not just about writing words, but about writing the right words.

But if you are new to this game, it can be hard to know where to start. How do you write copy that people want to read? How do you make sure that your words are clear and powerful? How do you convey the right message without sounding like a robot?

Fear not! We’ve got some simple copywriting formulas and techniques for effective marketing to help you get started on the right foot (and stay there).

What is Copywriting?

Copywriting is the art of writing persuasive content that will convince your audience to take action.

A good copywriter understands how to use words, tone, and style to tell a story that resonates with readers and drives them to action.

Simple Tips for Effective Copywriting

There are specific guidelines to follow to write effective copies. Here are the most important ones:

1. Have a Goal

Before you begin writing, take a moment to consider the purpose of your writing. Whether you are writing a website copy, a sales copy, etc.

What is your goal? Are you trying to make money, build awareness for your brand, or generate leads? Whatever it may be, make sure that goal is clear before you start writing.

2. Know your audience

In writing an effective copy, you must know who your audience is and what they expect from you. This will help you write content that appeals to them and makes them want to engage with your brand.

3. Keep your copy short and sweet

You don’t want to bore your readers with long and bland copies. Your goal is to entice readers into clicking and reading more, so keep your sentences short, punchy, and direct.

4. Use active voice

Writing in an active voice makes your copy more engaging and straightforward because it puts the focus on the subject and action rather than on the object or person who receives that action. It makes your writing sound more confident and engaging.

5. Maintain a consistent tone

Make sure your style matches the brand voice of your company or client. If you’re writing for a company that uses lots of jokes in their work, make sure your content does too!

6. Write for humans, not machines

Write in a way that’s easy for humans to understand. Don’t use jargon or industry-specific terminology unless it’s necessary. Even then try to avoid it as much as possible. Write with emotion, people love stories. So let your copy tell a story. It will make your writing more relatable and engaging.

Copywriting Formulas and Techniques


One of the best ways to improve your writing is by using formulas. Although there are no hard and fast rules to writing effective copies, these simple copywriting formulas will help you structure your composition to trigger the necessary emotions and actions from your target audience. Here are some of the most popular copywriting formulas:

1. FAB Formula

This is one of the most fundamental copywriting methods. This formula helps you emphasize the advantages and benefits of a product or service to your audience, instead of just listing the features of a product or service.

  • Features — What are you offering?
  • Advantages — How does it help solve a problem or make things better?
  • Benefits — What does the reader get out of this?

This formula is perfect for copies related to products or services. 

2. NAB Formula

The NAB formula is particularly effective for telling stories. It’s designed to identify pain points being felt by the reader.

  • Now — This is what your life is like now.
  • After — This is how you’ll feel once the problem has been solved.
  • Bridge — This is how you get there.
3. PAS Formula

This formula is designed to trigger the emotion of fear. It invokes fear in the reader by explaining what could happen to them if the problem isn’t solved. 

  • Problem — Identify the problem at hand.
  • Agitate — Explain the negative impact of having this problem.
  • Solve — Offer a solution.

This formula goes beyond just identifying a problem, it points out what will happen if it is not solved.

4. “So What?” Formula

The idea behind this formula is simple. Every time you make a statement, ask yourself, “so what?” This forces you to explain the benefits in greater detail. 

We provide business and IT solutions for companies!

So what?

So they can generate more traffic, drive conversions, and build more value for their business.

The first part of that copy isn’t useful without the “so what” aspect.

5. ACCA Formula
  • Awareness — Identify the problem or situation at hand.
  • Comprehension — Explain how the problem affects the reader.
  • Conviction — Persuade the reader to follow your solution. 
  • Action — End with a solid call to action.

This formula helps you give a deeper understanding of the problem and solution to your reader. Tell people what’s happening and how it affects them before diving into the CTA.

6. AIDA Formula

The AIDA formula is a simple way to write effective copy that will grab the attention of your audience and keep them engaged. The first letters in each word stand for:

  • Attention: Get their attention with an intriguing headline or introduction.
  • Interest: Build on your headline by explaining what you’ll cover in the rest of your ad copy. Make sure that it’s relevant to their needs and interests.
  • Desire: This is where you explain how your product or service can fulfill their needs or interests.
  • Action: Conclude by telling them what they should do next. For example, if you’re selling a product that helps people lose weight quickly and easily, tell them to visit your website for more information.

How to Write Great Copywriting Headlines

Headlines are the most important part of your copy. They’re what people see first, so they need to be compelling and click-worthy. If you don’t have a good headline, no one will read the rest of your copy.

Here are some styles for writing great headlines:

  1. (Achieve a desirable thing) like (an expert) even without (something expected).
  2.  For example; Paint masterpieces like Picasso without taking a single art class.
  3. XYZ ways to achieve (desirable thing) without doing (undesirable thing).
  4. For example; 5 ways to get washboard abs without doing a single sit-up.
  5. (Do a difficult thing) in (specific period) even if (shortcomings).
  6. For example; Pay off your mortgage in 5 years, even if you have a modest income.
  7. How to eliminate (biggest problem) without doing (the thing they hate) within (specific timeframe).
  8. For example; How to eliminate belly fat without giving up the food you love within 21 days.


There are many copywriting formulas for writing effective copies, but remember that the most important thing is to be authentic and honest with your readers. The more human you are, the more likely they will be engaged by what you have to say! 

Related Articles

Subscribe to our Weekly Newsletter