Today, I'm going to share 3 copywriting formulas that have simplified many areas of my marketing. 

These aren't some secret magic trick — they're practical tools that you can start using right away to improve your content, simplify your messaging, and transform how you connect with your audience.

You’ve probably been there: a blank page, a ticking clock, and feeling the pressure to figure out something to say. It's tough when you're winging it, isn't it?

When I started my business over 7 years ago, I struggled with what to say and how to say it effectively—throwing words together, hoping they'd stick. But they never did, until I discovered frameworks like these.

These frameworks are now the backbone of my content. They're not just about writing; they're about structured thinking that clarifies your ideas and communicates them effectively.

Here are the three formulas I’ll be sharing with you:

• PAS (Problem, Agitation, Solution)

• AIDA (Attention, Interest, Desire, Action)

• BAB (Before and After Bridge)

Stick with me, and I'll show how these formulas can make your marketing more effective, your content more engaging, and your message clearer. Let’s dive in.

PAS (Problem, Agitation, Solution)

This formula digs deep into the heart of your customer's challenges. PAS is about more than identifying issues; it's about resonating with your audience on an emotional level.

Why does PAS work so well?

Because it mirrors the natural thought process a person goes through when they encounter a problem. We identify something that’s not quite right (Problem), we start to feel the pinch (Agitation), and then we look for a way to make it better (Solution).

PAS is versatile, too.

From website copy that tackles specific customer pain points to social media posts that engage by tapping into shared experiences, PAS works to not just state a problem but to elevate the conversation around it, leading to your solution.

Here’s how PAS unfolds:

• Problem: Highlight a challenge your reader is facing.

• Agitation: Amplify the problem, making it relatable and urgent.

• Solution: Present your product or service as the answer they’ve been seeking.

Where to Use PAS

• On your service pages to address specific customer pain points.

• In blog posts that offer advice and end with your service as the solution.

• In social media posts that relate to common frustrations your audience faces.

Here's an example of PAS for a Kitchen Remodeler:

AIDA (Attention, Interest, Desire, Action)

AIDA isn't just a staple in the copywriting world; it's the blueprint for customer engagement. It's been around forever, and there's a reason why it's still the go-to framework for marketers.

Why is AIDA so effective?

It’s because AIDA tracks the customer's journey from the first glance all the way to the final action. It’s about capturing the fleeting attention of your customers and leading them down the path to conversion.

Where you'll see AIDA shine:

It's in the compelling subject lines of emails that beg to be opened, the ads that stop you mid-scroll, and the landing pages that drive you to click 'Buy Now'.

Breaking down AIDA looks like this:

• Attention: Hook your audience with something that turns heads.

• Interest: Keep them hooked by piquing their curiosity.

• Desire: Convince them they want what you're offering.

• Action: Nudge them towards taking a specific, measurable action.
  

Here's an example of AIDA for a Business Coach

BAB (Before and After Bridge)

BAB is all about the transformation—where your customers started and where they could end up with your help. It's storytelling at its finest, showcasing real results and true change.

What makes BAB so compelling?

It's the visual journey. People love to see transformations because they're evidence that change is possible. BAB paints a picture of a reality that your audience desires but hasn’t reached yet.

Where to Use BAB:

Testimonials, where clients share their journeys, sales presentations that depict the benefits of your services, and on your homepage where you set the stage for your audience’s transformative journey.

Here's how BAB plays out:

• Before: Describe the less-than-ideal situation your reader is in.

• Agitation: Dial up the discomfort of staying 'before'.

• After: Show them the sunny skies that await with your solution.

• Bridge: Offer your product as the bridge to that sunny 'after'.
  

Here's an example of BAB for a Landscaper

Conclusion

The PAS, AIDA, and BAB formulas are your keys to clearer, more effective marketing. Use them across your content to pinpoint problems, capture interest, and showcase transformation. Now, it's your turn to put these tools to work. Ready, set, execute!