Copywriting formulas are proven structures that put your message in the order buyers need to hear it. The most useful are PAS (Problem, Agitate, Solution) for ads and short posts, AIDA (Attention, Interest, Desire, Action) for product pages and emails, and BAB (Before, After, Bridge) for stories and transformations. A formula won't write your copy for you, but it stops you staring at a blank page and makes sure you don't skip a step, like the proof or the call to action.
How to use a formula
- Pick the formula that fits the place (ad, page, email, message) and the buyer's awareness.
- Write one or two lines for each step.
- Edit so it reads naturally; the reader should never notice the formula.
Quick chooser
| Formula | Best for | Length |
|---|---|---|
| PAS | Ads, social posts, problem-driven products | Short |
| AIDA | Product pages, emails, landing pages | Medium |
| BAB | Transformations: fitness, skills, beauty | Short–medium |
| 4 Ps | Sales pages, longer ads | Medium–long |
| FAB | Product descriptions, physical products | Short |
| 4 Us | Headlines and subject lines | One line |
| PASTOR | Long sales pages, high-ticket | Long |
| ACCA | Considered purchases, B2B | Medium |
| QUEST | Webinar and course pages | Medium–long |
| SLAP | Quick promos, WhatsApp | Very short |
| Star, Story, Solution | Brand stories, founder posts | Medium |
| 1-2-3-4 | Fast offers, emails | Short |
1. PAS: Problem, Agitate, Solution
Name the problem, make them feel it, then offer the fix.
When: ads and posts for products that solve a clear, painful problem.
Example (bookkeeping service):
Problem: It's the end of the month and you have no idea how much your shop actually made. Agitate: You're buying stock with money you might need for rent. One bad month and you're borrowing. Solution: Our monthly bookkeeping shows you profit, stock and cash in one page, every month. GH₵ 300 a month. Book a free call: [link]
Watch out: agitate honestly. Exaggerated fear backfires.
2. AIDA: Attention, Interest, Desire, Action
The oldest formula in advertising, and still one of the most useful.
When: product pages, landing pages, emails.
Example (online Excel course):
Attention: Most job interviews in Accra now include an Excel test. Interest: In 10 short lessons on your phone, you'll learn the exact skills employers test: formulas, pivot tables, charts. Desire: Akosua took the course in two weeks and passed her bank interview test. "I finally understood VLOOKUP." Action: GH₵ 250, instant access. Pay with MoMo: [link]
3. BAB: Before, After, Bridge
Show life before, life after, and your product as the bridge.
When: fitness, beauty, skills: anything that transforms.
Example (fitness program):
Before: Out of breath on the stairs, clothes that don't fit, no time for the gym. After: 6 weeks later, more energy, clothes fitting again, a routine you actually enjoy. Bridge: The 20-minute home workout plan, with a Ghanaian meal guide. GH₵ 150: [link]
4. The 4 Ps: Picture, Promise, Prove, Push
Paint a picture, make a promise, prove it, then push to act.
When: sales pages, longer ads.
Example (bakery course):
Picture: Imagine your phone buzzing with cake orders every weekend. Promise: This course shows you how to bake, price and sell cakes from home. Prove: 140 students; Abena now earns GH₵ 3,000 a month from weekend orders. Push: Early price GH₵ 350 ends Friday: [link]
5. FAB: Features, Advantages, Benefits
Take each feature, say what it does, then why it matters to them.
When: product descriptions, physical products, gadgets.
Example (power bank):
Feature: 20,000 mAh battery. Advantage: Charges your phone about 4 times. Benefit: Get through a whole weekend of light-offs without a dead phone.
More: features vs benefits.
6. The 4 Us: Useful, Urgent, Unique, Ultra-specific
A checklist for headlines and subject lines. Aim for at least three.
Example:
"Get your NMC application right the first time: free checklist, today only"
Useful (helps the application), urgent (today only), ultra-specific (NMC application). Unique comes from your angle.
7. PASTOR: Problem, Amplify, Story, Transformation, Offer, Response
A full sales-page structure, especially for higher prices.
When: long sales pages, coaching, high-ticket offers.
Outline (business coaching):
- Problem: "You're busy all day but the business isn't growing."
- Amplify: What it costs: burnout, missed income, family time.
- Story: How you (or a client) went from chaos to a business that runs without them.
- Transformation: Testimonials, before-and-after numbers.
- Offer: The 12-week program: what's included, bonuses, price, guarantee.
- Response: "Apply for a strategy call: [link]"
8. ACCA: Awareness, Comprehension, Conviction, Action
For buyers who need to understand before they believe.
When: considered purchases, software, services for businesses.
Example (POS system for shops):
Awareness: Most shops lose money to stock they can't track. Comprehension: Our system records every sale and shows what's running low. Conviction: 40 shops in Kumasi use it; average stock loss down by a third in 3 months (only use numbers you can prove). Action: Free 14-day trial: [link]
9. QUEST: Qualify, Understand, Educate, Stimulate, Transition
Filter for the right reader, show you understand them, teach, build desire, then move to the offer.
When: webinar pages, course pages, content that sells.
Example (webinar page):
Qualify: For tailors who take orders on WhatsApp. Understand: You lose orders when you're too busy to reply. Educate: In this free class, learn the 3-step order system that collects measurements and payment automatically. Stimulate: Get back your evenings and stop losing customers. Transition: Thursday 7 pm. Save your seat: [link]
10. SLAP: Stop, Look, Act, Purchase
Ultra short, for quick promos.
When: WhatsApp status, flash sales, SMS.
Example:
🚨 Stop: Last 12 ring lights in stock. Look: GH₵ 180, tripod included. Act/Purchase: Order now, delivered tomorrow: [link]
11. Star, Story, Solution
Introduce a character, tell their story, show how the solution helped.
When: founder posts, customer stories, brand ads.
Example:
Star: Yaa sold shoes from her room in Takoradi. Story: She spent every evening replying "how much?" and chasing payments. Some customers never paid. Solution: She put her shoes on one link with MoMo checkout. Now orders come in while she sleeps, already paid.
12. 1-2-3-4: What I've got, What it'll do for you, Who I am, What to do next
A fast, complete structure for offers.
Example (photography):
1. Graduation photo packages, 40 edited photos. 2. Photos you'll be proud to frame and post for years. 3. 6 years, 300+ graduations shot across Accra. 4. Book your date (GH₵ 200 deposit): [link]
Mixing formulas
Real copy often combines them: a 4 Us headline, a PAS opening, FAB for the product details and a 1-2-3-4 close. The formula is a scaffold, not a cage.
Frequently asked questions
Which copywriting formula is best?
The one that matches the job. PAS for short problem-driven ads, AIDA for product pages and emails, BAB for transformations. Start with those three.
Do formulas make copy sound robotic?
Only if you can see them. Write each step in natural language, then read it aloud. If it sounds like a template, rewrite it like you'd say it to a friend.
Read next: copywriting for small businesses and 25 headline formulas.
