Proven copywriting frameworks based on psychology. Master AIDA, PAS, BAB, FAB, and more. Use them across Google, Facebook, LinkedIn, TikTok, and email.
Generate Copy Using Formulas Free →Ad copy formulas are psychology-based templates that guide readers from problem recognition through to action. They work because they follow how humans naturally make decisions: noticing a problem, recognizing its impact, considering solutions, and taking action.
The genius of formulas is that they're framework-agnostic. The same AIDA formula works for Google Ads, Facebook ads, email, LinkedIn, and TikTok. The psychology is universal. You adapt the execution (tone, length, tone) to the platform, but the underlying structure stays the same.
Instead of staring at a blank page and guessing, formulas give you a battle-tested skeleton to fill with your specific benefits, proof, and CTA. Thousands of marketers have validated these formulas across millions of dollars in ad spend. They work. Your job is to use them strategically and test variations.
A = Attention
Hook them with a surprising fact, question, or bold statement. Interrupt their scroll.
I = Interest
Show how your product solves the problem you just highlighted. Build curiosity.
D = Desire
Paint the picture of life after using your product. Add proof (testimonials, stats, guarantees).
A = Action
Clear, specific call-to-action. Remove friction. Make the next step obvious.
Best for awareness campaigns and cold audiences. Works when your audience has never heard of you. Great for brand building and top-of-funnel.
A: "You're spending 10 hours weekly on busywork."
I: "Our AI automates it in minutes."
D: "Join 5,000 teams who've reclaimed their time. Guaranteed 10-hour weekly savings or money back."
A: "Start your free trial—no card required."
Works everywhere, but especially strong on: Facebook, Instagram, YouTube, Google Display.
P = Problem
State the problem directly. Your audience already knows they have it.
A = Agitate
Dig into the emotional impact of the problem. Make them feel it. Why is this pain point bad?
S = Solution
Present your product as the solution. Make the shift feel inevitable and obvious.
Best for problem-aware audiences (they know they have the pain, but haven't found the solution). Ideal for search ads and retargeting. Perfect for direct response.
P: "Manual inventory tracking is drowning your team."
A: "Every miscount costs you money. Every hour spent on spreadsheets is an hour NOT selling. Your competitors have already automated."
S: "Automate your inventory in 5 minutes. Real-time sync across channels. Never overstock or stockout again."
Excellent for: Google Search Ads, LinkedIn, Facebook (retargeting), Email, Direct mail.
B = Before
Paint a vivid picture of life WITH the problem. The pain, the frustration, the status quo.
A = After
Paint an equally vivid picture of life AFTER using your product. The transformation. The relief.
B = Bridge
Show how to get from Before to After. Your product is the bridge. Make it simple and frictionless.
Best for transformation-focused products: fitness, health, finance, education. Ideal when emotional impact is high. Great for aspirational copy.
Before: "It's 6 AM. Your alarm goes off. You're exhausted, overweight, and not fitting into your favorite jeans anymore. The gym feels impossible."
After: "It's 6 AM. You're excited to work out. 10 minutes later you're done, energized, and 3 months in you've lost 15 pounds and feel amazing."
Bridge: "It starts with one 10-minute workout. We guide each step. Join 100K+ people who've transformed their bodies and their lives."
Excellent for: Facebook, Instagram, YouTube, Email funnels, Landing pages.
F = Features
What does your product DO? (E.g., "integrates with 100+ tools")
A = Advantages
Why does that feature matter? How is it different from competitors? (E.g., "saves you from switching between apps")
B = Benefits
What does the user GET from the advantage? What's the outcome? (E.g., "save 3 hours per week")
Best for technical audiences and enterprise sales. When features ARE compelling (integrations, security, speed). Use when selling to problem-aware buyers who already understand the category.
Features: "Real-time data from 50+ sources. AI-powered insights. 256-bit encryption."
Advantages: "See all your data in one place. AI finds patterns humans miss. Enterprise-grade security."
Benefits: "Make faster decisions. Catch revenue leaks before they happen. Sleep well knowing your data is safe."
Perfect for: LinkedIn, Google Search Ads, Tech forums, Email nurture sequences, Product pages.
P = Problem
State the problem your audience faces.
P = Promise
Make a specific, measurable promise about what your product will do.
P = Proof
Back it up with evidence (stats, testimonials, case studies, guarantees).
P = Push
Create urgency or scarcity. Give them a reason to act NOW, not later.
Best for direct response campaigns. When you need IMMEDIATE action (sales, signups, downloads). Great for email campaigns and Facebook ads with hard CTAs.
Problem: "You want to quit your job, but you don't have a valuable skill to sell."
Promise: "Learn copywriting in 30 days and land your first freelance client."
Proof: "3,000+ students have earned $50K+ from copywriting. 97% satisfaction rate. Money-back guarantee if you don't land a client."
Push: "Early bird pricing ends tonight. Enroll now and get $200 off plus lifetime access."
Excellent for: Email marketing, Facebook ads, Sales pages, Direct mail, Google Search Ads (short form).
This formula is built for brevity. Perfect for short-form platforms (Twitter, TikTok, Instagram Stories, Google Ads headlines). It forces you to be specific and punchy.
One Problem
A single, specific pain point. Not multiple problems—ONE.
Two Desires
Two things your audience wants as a result of solving that problem. E.g., "save time AND reduce costs."
Three-Word CTA
A clear, 3-word maximum call-to-action. "Learn more." "Get started." "Download now." "Try free."
Best for headlines, subject lines, Twitter/TikTok copy, Google Ads headlines, Instagram captions. Any time brevity matters.
One Problem: "Your team's scattered across 10 tools."
Two Desires: "See everything in one place. Cut meeting time in half."
Three-Word CTA: "Try free today."
Perfect for: Google Ads headlines, TikTok ad text, Twitter, Instagram Stories, LinkedIn headlines, Email subject lines.
This formula exploits the human need for closure. You create a knowledge gap, then intrigue the reader into clicking to close it.
Hook
Start with something surprising, contradictory, or incomplete. Make them want to know more.
Setup
Build the mystery. Tease the benefit without revealing it fully. Why should they care?
Payoff (in the landing page/email body)
Reveal the benefit. Answer the question. Deliver on the promise you made in the hook.
Best when you want high click-through rates. Ideal for email subject lines, headlines, social media posts. Works when the payoff is genuinely valuable.
Hook: "We analyzed 10,000 campaigns. What we found surprised us."
Setup: "The #1 reason 80% of campaigns fail has nothing to do with budget."
Payoff (in email/landing page): "It's all about targeting. Here's the framework used by top 1% of marketers. Get the free guide inside."
Excellent for: Email subject lines, Facebook ad headlines, TikTok hooks, Twitter/X copy, Landing page headlines, YouTube video titles.
| Formula | Best For | Audience | Top Platforms |
|---|---|---|---|
| AIDA | Brand awareness, cold traffic | Unaware | Facebook, YouTube, Display |
| PAS | Direct response, lead gen | Problem-aware | Google Search, LinkedIn, Email |
| BAB | Transformation, aspirational | Emotional buyers | Facebook, Instagram, Email |
| FAB | B2B, technical features | Solution-aware | LinkedIn, Google Search, Email |
| 4Ps | Urgent action, sales | Ready to buy | Email, Facebook, Google Search |
| 1-2-3 | Headlines, subject lines | Any (works for brevity) | Google Ads, TikTok, Twitter, Email |
| Curiosity Gap | Engagement, CTR | Any (hooks curiosity) | Email, Facebook, TikTok, Twitter |
Generate ad copy using proven formulas. Create multiple variations in seconds. No signup required.
Generate Copy With Formulas Free →Copywriting formulas are based on human psychology and persuasion principles. They guide the reader's attention from problem to solution in a logical sequence. Instead of guessing, formulas give you a proven structure that works across platforms and industries.
It depends on your campaign objective and audience awareness. Problem-aware audiences respond to PAS. Unaware audiences need AIDA. Use the comparison table to match your goal.
Absolutely. Many high-performing ads blend formulas. You might start with a curiosity gap (AIDA), then move into PAS (problem-agitate-solution). Experiment to find what works for your audience.
The psychology is universal, but execution varies. Google Search ads use shorter AIDA sequences. Facebook ads work with longer PAS because users are in discovery mode. LinkedIn requires credibility-first approach. Adapt the formula to your platform.
A/B test ads using different formulas side-by-side. Keep everything else the same—change only the copy framework. Run for at least 1,000 impressions per variant. Track CTR and conversion rate. Document winners and reuse for similar audiences.