Perhaps you’re looking for a copywriter to write a blog for you but you’re not sure about the best structure for it?

As a copywriter, I’m very happy to offer my expertise and guide clients through the options available. But just to give some initial insight into the process, this blog describes several of the most common copywriting ‘formulas’ that are used today.

The hope is that by understanding what your copywriter is trying to do, you’ll be able to work together to produce some great writing.

What is a copywriting formula?

It’s the approach you take to structure the blog, usually with the ultimate aim of getting your readers to act in some way. These formulas often have an acronym or initialism attached, as a handy shortcut to help you remember them.

Different formulas work best for different situations and it’s also generally a good idea to vary your approach – if all of your blogs follow exactly the same style, it can quickly become boring for the reader.

5 handy copywriting formulas

A quick search online will show you that there are lots of formulas available for copywriting. However, there are a few common themes that run through many of them, although the specific acronyms can vary. Some of the typical formulas are described very briefly here:

1. AIDA: Attention, Interest, Desire, Action

Grab attention (or raise awareness), spark interest, create desire and end with a call to action.

Example (simplified for demonstration purposes):
“Sustainability has never been more important for manufacturing.” [Attention/Awareness]
…
“As a result, there is growing demand to monitor the carbon footprint of your raw materials and manufacturing process. The good news is that our software can do this – and more.” [Interest]
…
“It’s easy to use and seamlessly integrates into your existing systems.” [Desire]
…
“Contact our specialist team today to discover how we can help you measure your carbon footprint.” [Action]

2. PAS: Problem, Agitate, Solution

Identify a problem, agitate or intensify it, and then offer a solution.

Example:
“Measuring the carbon footprint of a product can be a complicated process.” [Problem]
…
“If you get it wrong, it could lose you customers and even lead to accusations of greenwashing.” [Agitate]
…
“Our software simplifies the process and gives you accurate up-to-date information.” [Solution]

3. FAB: Features, Advantages, Benefits

Show features, highlight advantages and emphasise benefits.

Example:
“Our carbon footprint software integrates with your current systems and has a user-friendly dashboard for immediate access to data.” [Features]
…
“The software automatically collects relevant data and analyses it without the need to manually crunch the numbers.” [Advantages]
…
“This data makes it easy to meet the demands of today’s environmentally aware customers.” [Benefits]

4. 4 Ps: Promise, Picture, Proof, Push

Make a promise about what your reader will gain from buying your product/service, paint a picture about the benefits, provide proof (e.g. a case study, data) and gently push your reader with a call to action.

Example:
“Our software will simplify your carbon footprint monitoring and ensure your data is accurate.” [Promise]
…
“It sits within your existing architecture and continually collects the carbon data, so that it’s always up to date and available.” [Picture]
…
“ABC Company recently trialled the software and reported a 50% saving in the number of hours required to calculate the carbon footprint for a new product.” [Proof]
…
“Call us to find out more …” [Push]

5. BAB: Before–After Bridge

There are a few slightly different takes on this formula, but one is to describe the current state (i.e. before), present a vision of success (i.e. after) and bridge the two with a solution.

Example:
“In the past, calculating the carbon footprint of a product has been a time-consuming and complex process.” [Before]
…
“In an ideal world, the carbon footprint would be measured automatically as part of your everyday processes, without any complicated manual calculations.” [After]
…
“Our software makes this vision a reality.” [Bridge]

The art of subtlety … or not?

The formulas described above are probably more common than you think. In fact, sometimes you might be completely unaware that a particular formula has been used if it’s been seamlessly weaved into the blog.

For example, these formulas could be disguised in blogs with common titles such as:

• “How to …”
• “The ultimate guide to …”
• “Everything you need to know about …”
• “Unlock your potential to …”

Conversely, there are times when it’s appropriate to more directly reference the copywriting formula that’s being used. For example, signposting the FAB aspects (i.e. features, advantages and benefits) in subheadings can be a very useful way to clearly describe an innovative new product.

Other approaches

It’s also worth noting that not all blogs will follow a tried and tested formula. Sometimes, a particular subject might be more suited to a style that’s less formulaic. This could include:

• Numbered lists, e.g. “10 top tips to …” – a very popular method, particularly for getting a lot of information across quickly and in a way that’s easy to read.
• Debates or opinion pieces – these can be great for challenging conventional wisdom, along with proposing new ways to improve things.
• Research or current developments – presenting a case study is an effective way to demonstrate your capabilities and innovation.
• Storytelling – the world of SEO rarely stands still as algorithms constantly evolve, but (at the time of writing) there is much value placed on the human angle and voice in a blog. This might be through telling the story about how a particular product came about or your own unique experiences. Or you could describe in a storytelling way how your customers would benefit from using your product or service.

A final note: beware of writing by committee

When you’ve received the first draft of your blog, it’s now time to review it and give feedback to your copywriter. This review process can involve any number of people – sometimes with varying levels of expertise in both writing and the subject of the piece – which unfortunately can lead to complications.

While it’s important to get the facts right and there’s always room for improvement, often it’s best not to make minor changes to a copywriter’s first draft just for the sake of it. Your copywriter will try their best, but incorporating the diverse opinions of a group of reviewers into a piece can sometimes lead to a bit of an inconsistent muddle.

A professional copywriter is an expert in their field, and you’re paying for their wealth of knowledge and experience. They will have put a lot of careful thought into the words they’ve used, the length and complexity of the sentences, the number of sentences in each paragraph, the overall flow and tone, etc. So, all subsequent edits should – ideally – be equally well thought out.

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By understanding some of the formulas that copywriters often use, you will have a better awareness of what they’re trying to do. And together, you can then go on to create some great written material.