Writing converting ads can be difficult.
It’s not only about grabbing people’s attention, but holding it long enough to spark desire, then convincing them to take action.
Copywriting formulas offer a proven framework that makes it easier to achieve all three. You just need to pick the right one 😉
They’re so effective that all of the top advertisers use them, from Google to Ridge 👇
Why use copywriting formulas in ads?
Here are a few reasons why you should start using copywriting formulas if you aren’t already:
- Huge Time Saver: Creating an ad from scratch is tough (trust me, we’ve done thousands of them). Copywriting frameworks provide a structure, so you can focus on content instead of wasting time figuring out where to start.
- Keeps Your Message Focused: Copywriting formulas keep your message focused, ensuring you highlight the key benefits of your product without unnecessary detail. This keeps your audience engaged.
- Improves Conversions: Copywriting formulas help you create persuasive, benefit-focused content that resonates with your audience, builds trust, and motivates them to take action, leading to higher conversion rates.
- Bonus: Great for leveraging AI. While not that great at producing long passages of coherent text, ChatGPT is good at following copywriting formulas, and can quickly produce decent copy without much editing.
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11 copywriting formulas that will improve your ad results:
1. AIDA – Attention-Interest-Desire-Action
AIDA is a proven copywriting formula that’s all about capturing attention and driving the viewer to take action.
Here’s how it works:
Example:
Attention: “Tired of wasting time…?”
Interest: “What if you could save hours each day…?”
Desire: “Achieve more while doing less with…”
Action: “Try it now…”
Attention: Grab attention with a bold statement or an intriguing question. It’s the hook that gets people to stop scrolling or keep reading.
Interest: Keep their interest by highlighting a pain point or teasing a solution. Show them why it matters to them.
Desire: Now that you have their interest, spark desire. Explain how your product makes life easier or better. Connect what they want with what you offer.
Action: Finally, tell them exactly what to do next. Don’t leave them guessing. Click, sign up, buy now? Have a clear CTA.
AIDA example from Lysol:
This ad effectively follows the AIDA model to engage and persuade its audience.
It captures attention with an intriguing statement: “Detergents alone can leave bacteria behind.”
Next, it sparks interest with, “plus up your stinky load.”
Then it builds desire by emphasizing the product’s effectiveness with “Kill 99.9% of odor-causing bacteria”.
Finally, it drives action with “Use Lysol laundry sanitizer today.”
This 2019 study confirmed the effectiveness of the AIDA model in social network advertising, showing high engagement across its stages, from 80% in Attention to 71% in Action. (Exploring the general awareness of young users according to AIDA model applied to social networking ads (Abdelkader, Rabie, 2019))
2. PAS – Problem-Agitate-Solution
PAS is perfect when you want to show the viewer that you truly understand their problem and offer a solution that will make their life easier.
Here’s how it works:
Example:
Problem: “Are you tired of…”
Agitate: “It’s frustrating because…”
Solution: “That’s why we created…”
Problem: Identify the problem. What’s annoying your audience? Highlight a pain point they can relate to. For example, if your product saves time, show them how much time they’re currently wasting. By addressing the issue directly, you make them feel understood.
Agitate: Once you’ve identified the problem, make it sound worse. Don’t make them miserable, but make them think about what will happen if the issue isn’t addressed. Get them to realize the need for a solution themselves.
Solution: Finally, offer a solution. Introduce your product or service, highlight the benefits, and show them how easy it is to solve their problem with what you’re offering. Bonus points if you use social proof to add credibility.
PAS example from Loop:
This Loop earplugs ad starts by establishing the problem: the noise and overstimulation during travel.
It then agitates the problem by highlighting how the girl struggled to the point of dreading travel, and emphasizes the need for a solution.
Finally, it introduces Loop earplugs as the solution that’s helped her reduce noise and relax even on loud, crowded flights.

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3. BAB – Before-After-Bridge
BAB is a great formula for showing your audience how your product can transform their lives from their current “before” to the desired “after”.
It’s a simple, three-step process:
Example:
Before: “Struggling to fall asleep every night…?”
After: “Now I drift off within minutes…”
Bridge: “Thanks to this natural sleep solution…”
Before: The “Before” part is about identifying where the customer is right now. What problem(s) are they dealing with? This step paints a picture of their current struggles and frustrations.
After: This is where you show what their life could look like after they’ve started using your product or service. What’s the transformation? The goal is to paint a picture of themselves in a better situation, one that’s possible with your product.
Bridge: The “Bridge” is the critical step that connects the “Before” and the “After.” How do they get from an unsatisfactory “before” to an ideal “after”? With your product or service, of course 😉
BAB example from Proactiv:
This Proactiv ad is a very good example of the BAB formula.
Its “before” highlights acne – a universal issue many people experience.
Next, it presents the “after” – a radiant, clear skin.
The bridge connecting the two? The Proactiv Original 3-Step Routine.
We loved this Smalls example so much we decided to add it, too. 👇
This Smalls ad effectively follows the BAB formula.
It starts by depicting a “Before Smalls” scenario with an overweight cat named Minnie suffering from various health issues, which grabs attention and sets the stage for the “after”.
Next, it shows Minnie the cat looking healthier and happier, as a result of switching to Smalls’ fresh food, and sitting right by the conveniently placed Smalls bag, which acts as the solution and our “bridge”.
The ad is further enhanced with a testimonial and a call-to-action to give additional credibility and drive action.
4. HSO – Hook-Story-Offer
A favorite among advertisers, HSO is a story-driven formula, designed to capture attention and keep the viewers engaged.
Here’s how it works:
Example:
Hook: “Tired of endless spills…?”
Story: “When my 2-year-old knocked over their juice for the third time…”
Offer: “This spill-proof cup saved my sanity… “
Hook: Grab your viewers’ attention with a short, relatable statement or question designed to make them stop and keep watching (or reading).
Story: Once you’ve gotten their attention, it’s time for a story. Follow up with a relatable, emotional, or problem-driven narrative. Great stories can trigger “narrative transportation” – a phenomenon that makes people so immersed that they can almost see or feel what the story is describing.
Offer: If your story manages to engage the viewers, it’s time to guide them toward action. Present a clear and simple call to action, telling them exactly what to do next: “Buy now,” “Sign up today,” or “Get started.”
HSO example from Prose:
This Prose starts strong with visual proof (defined curls) and a regretful acknowledgment (“I should have started years ago!”) to hook viewers and engage curiosity.
It then transitions into a relatable story about the speaker’s frustration with frizzy, unmanageable hair and ineffective generic products.
And, finally, the ad promotes Prose’s free hair consultation as the offer, and positions Prose’s products as the ultimate personalized solution for hair care.
5. SSS – Star-Story-Solution
The SSS is perfect for creating impactful, story-driven content.
Here’s how it works:
Example:
Star: “Meet Sarah, a busy mom who…”
Story: “She was constantly overwhelmed by…”
Solution: “But then she found a system that…”
Star: Introduce the main focus of your message – the “star”. This formula works best when the star is a person as it creates an immediate emotional connection and makes the story more relatable to the audience.
Story: Share a relatable narrative involving the star to connect emotionally with the audience. The story highlights the challenges or problems the star faces, building empathy and keeping the audience engaged.
Solution: Finally, present your product or service as the answer to the star’s problem. Show how it resolved their challenges and improved their situation.
SSS example from Living Proof:
This Living Proof ad follows the SSS formula by introducing multiple stars: real customers who share their personal struggles with hair thinning.
The story unfolds through their testimonials, highlighting how the serum improved their hair density.
The solution, Living Proof Density Serum, is shown both at the beginning and at the end to provide initial context and connect the story to the outcome.
6. FAB – Features-Advantages-Benefits
FAB is a straightforward way to communicate your product’s value by breaking it down into three key components.
Here’s how it works:
Example:
Features: “Made from lightweight, durable material…”
Advantages: “So you can carry it anywhere with ease…”
Benefits: “Enjoy hassle-free travel every time…”
Features: What does your product do? What makes it stand out? This is the “what” of your product, things like the specs, materials, or functionality.
Advantages: This is where you show how your product will help your customers. What makes it different? The goal is to highlight a competitive edge. Maybe it’s faster, cheaper, more durable. Keep it focused on how the features benefit the user.
Benefits: Benefits show the viewer how your product will improve their life. Convince them with benefits, which could be saving time, reducing stress, or increasing productivity. The focus is always on the outcome, the results your customer can expect.
FAB example from Gillette:
This Gillette ad highlights the features (green bar and flex disc), explains their advantages (efficiency and precision in shaving), and ties them to the benefit of achieving the ultimate shave.
7. PSP – Problem-Solution-Proof
PSP is a straightforward and effective copywriting framework that focuses on addressing an audience’s issue, presenting a clear solution, and backing it up with evidence.
Here’s how it works:
Example:
Problem: “Tired of waking up groggy…?”
Solution: “This pillow helps you sleep deeper…”
Proof: “Rated 5 stars by thousands of users…”
Problem: Start by pointing out the problem. This is where you make it clear that you understand what your audience is struggling with. The more specific you are, the better.
Solution: Once the problem is clear, show your product as the solution. How can it fix the problem? Why should they pick you and not a competitor? This is where you highlight the benefits and features that address the problem.
Proof: The final step is proof. People are naturally skeptical and often need more than just your word to be convinced. Back up your claims with testimonials, reviews, case studies, or stats.
PSP example from Dove:
This simple example from Dove highlights a common problem – dry hands caused by washing.
Next, it offers Dove Hand Wash as the solution while listing the benefits.
Finally, it reinforces the message with proof through the actress’s endorsement.
8. FFF – Feel-Felt-Found
The FFF formula is designed to effectively handle problems or objections in a relatable way.
Here’s how it works:
Example:
Feel: “I know how frustrating clutter is…”
Felt: “I felt overwhelmed, too…”
Found: “Then I found this organizer…”
Feel: Start by acknowledging the customer’s struggle or pain point. It will let the customer know you’ve heard their concerns and can empathize with their situation.
Felt: Next, share a story or example of someone who felt the same way. The most important thing here is to show empathy and connect with the viewer’s state of mind.
Found: Finally, share a success story of discovering the solution that is your product or service.
FFF example from Thriva:
This Thriva ad starts by acknowledging common struggles like low energy and mood swings, then shares the model’s own experience with these issues, and wraps up with the solution she’s found: Thriva’s Women Hormones Test. Simple and effective.
Feel, Felt, Found formula works due to the power of emotional appeal, which has been found to foster stronger brand loyalty, higher recall, and more positive attitudes than rational appeals (Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude (Panda, Panda, and Mishra, 2013))
9. TMNTU – Time-Money-Need-Trust-Urgency
TMNTU is a formula specifically designed to address five common objections that buyers have during the decision-making process – time, money, need, trust, and urgency.
Here’s how it works:
Example:
Time: “Save hours every week with this tool…”
Money: “Now available at 50% off…”
Need: “Perfect for anyone struggling with time management…”
Trust: “Trusted by over 1 million users worldwide…”
Urgency: “Offer ends soon, don’t miss out…”
Time: Objection – “I don’t have time”. This is a common objection, here you can present how the solution you’re offering is quick and easy to implement.
Money: Objection – “It’s too expensive”. Address this by presenting the value of your product.
Need: Objection – “I don’t really need it”. Show them why they need it by highlighting the problem your product solves. Make the need undeniable.
Trust: Objection – “I am not sure I trust you”. Build credibility by showing proof, such as customer reviews, stats, or testimonials.
Urgency: Objection – “I’ll do it later”. Utilize fear of missing out (FOMO) to create a sense of urgency. “Offer stands for the next 48 hours only!”.
TMNTU example from Grammarly:
This Grammarly ad works because it seamlessly addresses every key objection using the TMNTU formula.
It shows how Grammarly saves time by simplifying writing tasks, addresses affordability with a 50% discount, solves hidden productivity challenges many don’t realize they have, builds trust by demonstrating personal experience and real results, and compels to act now with the limited-time offer.
10. PSS – Problem-Simplicity-Solution
The PSS formula works because it taps into people’s desire for quick fixes and straightforward solutions. It’s perfect for products or services that offer straightforward solutions to common problems, especially those that deliver quick, tangible results with minimal effort.
Here’s how it works:
Example:
Problem: “Struggling with dry, dull skin…?”
Simplicity: “Switch to this 2-step routine…”
Solution: “Get hydrated, glowing skin in days…”
Problem: Start by identifying the audience’s pain point or challenge. This hooks their attention by showing you understand their struggle.
Simplicity: Offer an easy, straightforward way to resolve the problem. Emphasize how your solution is simpler or more efficient than other options.
Solution: Finally, present your product or service as the solution, highlighting the benefits and the results they can expect.
PSS example from Simply Teen:
This Simply Teen ad starts by connecting with a problem (tedious routines). It then positions the product as a simple alternative, and explains how it solves the problem with effective skincare products.
11. EFS – Enemy-Flaw-Solution
The EFS formula is a persuasive framework that positions your product or service as the ideal answer to a specific issue or an alternative to a competitor.
Here’s how it works:
Example:
Enemy: “Traditional razors leave skin irritated…”
Flaw: “They’re dull and cause nicks…”
Solution: “Our razor gives a smooth, irritation-free shave…”
Enemy: Identify the main challenge or obstacle your audience faces. This could be a common frustration, inefficiency, outdated method, or even a well-known competitor.
Flaw: Highlight the problem(s) caused by the enemy and how it negatively impacts the audience’s experience. This step makes the issue relatable and personal.
Solution: Introduce your product or service as the answer that resolves the flaw and improves the situation. Emphasize how it transforms the experience.
EFS example from Supply:
This Supply ad is a good example of the EFS formula because it identifies the enemy (multi-blade razors), outlines their flaws (skin irritation, ingrown hairs, high costs), and presents a well-defined solution (a durable, effective single-edge razor).

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