Hey, how’s it going?

There’s never been a better time in history to be a creator.

Sure, maybe there was less competition during the dawn of social media, but it was way harder to start.

Not only do we now have tons of user-friendly platforms to choose from, but we also get to learn from all the creators who came before us.

All of their experiments, all of their formulas. They’re yours to take.

So this week we’re breaking down 8 tried-and-tested copywriting formulas that will help you reach more people.

Let’s get into it.

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💭 Thought of the week

Humans started writing as long as 37,000 years ago.

It’s not like world-class creators are reinventing the wheel in 2024.

They’re simply using methods that work already, and you can do the same.

I’m all for emulating what works. If we have the infrastructure of our writing locked in place, we can be creative and individualise our work on top.

Take Justin Welsh, he managed to make $4,000,000 in 3 years by being a great writer and productizing his knowledge on the internet.

If there was such thing as a W.E.L.S.H formula, it would probably be a remix of different writing methodologies. In fact, Justin recommends the following copywriting books on his website:

And it’s not just him.

Writers from all over the world are conquering the internet and building huge businesses. Or maybe you’ll aim for the stars and fall on the clouds, matching the salary of your full-time job and quitting to work on your own terms.

Here are 8x copywriting formulas that have withstood the test of time. You don’t need to memorise them all, instead pick a few favourites and come back to them the next you write.

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1/ The AIDA Model

This model describes the four stages readers go through before making a decision.

• Attention: Hook your audience with a strong opening.
• Interest: Generate interest by focusing on the potential benefits.
• Desire: Convince readers that your offer will solve their problems, and therefore they need it!
• Action: Drop a clear CTA that sends them in the right direction. A product? A different piece of content?

See it in action 👇

Example of the AIDA model

I broke down how Justin Welsh uses the AIDA model in a previous newsletter.

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2/ The PAS Formula

This formula is used for content/products/services aimed at solving specific pain points.

• Problem: Identify a problem that the audience is facing.
• Agitate: Exacerbate the problem, making the audience feel the pain or discomfort more intensely.
• Solution: Offer a solution to the problem.

Example of the PAS formula

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3/ The BAB Formula

This formula focuses on the reader's negative situation before using the solution you’re offering.

• Before: Describe a problem or situation the audience is currently experiencing.
• After: Show how much better things will be once your solution is implemented.
• Bridge: Provide the solution or method to get from 'Before' to 'After'.

Example of the BAB formula

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4/ The QUEST Formula

This formula is ideal for persuasive short-form copy that speaks to your target audience.

• Qualify: Qualify the reader as someone who needs your product or service.
• Understand: Show that you understand the reader’s problem or need.
• Educate: Educate the reader about the value of your solution.
• Stimulate: Convince the reader that they want for your solution.
• Transition: Drop a strong call to action.

Example of the QUEST formula

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5/ The FAB Formula

This formula focuses on benefits and outcomes, not features.

• Features: Describe what your product does.
• Advantages: Explain the advantages of these features.
• Benefits: Finally, explain how these advantages translate into benefits for the reader.

Example of the FAB formula

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6/ The ACC Formula

This is a storytelling technique that seeks to trigger an emotional response on your readers.

• Awareness: Raise awareness of a need or problem.
• Comprehension: Help your audience understand how your solution solves their problem.
• Conviction: Convince your audience that your solution is just what they need.

Example of the ACC formula

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7/ The STAR Formula

This is a great framework for case studies, success stories, resumes, and job interviews.

• Situation: Describe a problem.
• Task: Explain the task or challenge involved.
• Action: Describe what you did to address the issue.
• Result: Share the outcomes of the action.

Example of the STAR formula

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8/ The 4 Ps

Use this copywriting formula for motivational content, coaching services, and self-improvement products.

• Picture: Sell a vision that resonates with your readers.
• Promise: Describe what your offer can do for them.
• Prove: Back up your words with evidence or testimonials.
• Push: Push the reader towards making a decision.

Example of the “4 Ps” formula

Remember that it all comes down to defining your goals as a creator and choosing the formula that suits your needs.

If you try any of them this week tag me in the post 😁

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💡 A perspective to consider

I realised I need to start dressing better but I felt lost at where to begin. If this were a problem for my business I’d think Who Not How (an amazing book) asking “Who can help me here?” instead of “How can I do this?”

Thankfully it dawned on me that this can apply to our personal lives too. A quick Google brought me to some male fashion YouTube channels and I binge-watched this awesome channel by Tim Dessaint to outsource the thinking part of what to buy.

There’s a YouTube channel out there for everything. Thank you internet.

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❤️ Content I LOVED

📹️ YouTube - How To Make $10 MILLION in 2024 | Dickie Bush & Nicolas Cole

- Greg Isenberg is my favourite person I met last year. He’s an incredible entrepreneur and I loved the in-person vibes in this interview with Dickie Bush and Nicolas Cole.

🎧️ Music - The 1975 - About You (Radio 1's Big Weekend 2023)

- This set is magical. From the crowd to the camera work, I need to get myself to more concerts this year.

📹️ YouTube - DAY IN THE LIFE | 16 Hour Trip to Miami by Sahil Bloom

- I’ve met a lot of successful entrepreneurs and can tell you this: their success is no fluke. I loved Sahil’s first vlog as he shows insane dedication to his routine when travelling.

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✍️ Quote of the week

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Every action you take is a vote for the type of person you wish to become. No single instance will transform your beliefs, but as the votes build up, so does the evidence of your new identity.

James Clear

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