How to Use Proven Techniques to Write Compelling Copy
As a small or medium-sized business, you know that creating compelling online content is essential for attracting and retaining customers. But writing effective copy can be a challenge, especially when you have limited time, resources or skills to write effective content to market your brand online. That’s where copywriting formulas come in. These proven techniques can help you write powerful copy that resonates with your target audience and drives conversions.
In this guide, we’ll explore the features and benefits of different copywriting formulas tailored to the specific needs and pain points of creating online content for a business. We’ll also share expert tips and real-world examples from us. So, let’s get started!
Understanding Copywriting Formulas
Before we dive into specific copywriting formulas, let’s define what they are and why they’re important. Copywriting formulas are proven frameworks that guide the writing process, helping you create compelling copy that resonates with your target audience and drives conversions. They provide a structure for your writing and help you focus on key messages and benefits.
Using copywriting formulas can save you time and improve the effectiveness of your content. By following a proven framework, you can create copy that’s more likely to engage your audience and persuade them to take action.
The AIDA Formula
One of the most widely used copywriting formulas is the AIDA formula. AIDA stands for Attention, Interest, Desire, and Action. This framework guides the writing process by breaking it down into four key stages:
Attention: Grab your reader’s attention with a compelling headline or opening sentence.
Interest: Build on that attention by providing interesting and relevant information that hooks your reader.
Desire: Create a sense of desire by highlighting the benefits of your product or service.
Action: Encourage your reader to take action, such as making a purchase or filling out a contact form.
The AIDA formula is effective because it provides a clear structure for your writing and helps you focus on the key messages and benefits of your product or service. It also helps you guide your reader through the buying process, from initial interest to final action.
The PAS Formula
Another popular copywriting formula is the PAS formula. PAS stands for Problem, Agitation, Solution. This framework is especially effective for addressing pain points or problems that your target audience may be experiencing. The PAS formula guides the writing process by breaking it down, but this time into three key stages:
Problem: Identify a problem or pain point that your target audience may be experiencing.
Agitation: Agitate that problem by highlighting the negative consequences or risks associated with it.
Solution: Provide a solution to that problem, highlighting the benefits and positive outcomes of your product or service.
The PAS formula is effective because it helps you address your target audience’s pain points and provide a clear solution to their problems. It also helps you create a sense of urgency by highlighting the negative consequences of not acting.
The FAB Formula
What’s FAB, you ask? Well, it’s the secret sauce of copywriting that turns your bland features into irresistible benefits. It’s like turning plain ol’ milk into a decadent chocolate milkshake. You see, people don’t buy products, they buy solutions to their problems. And FAB helps you show your audience exactly how your product or service will make their life better.
The FAB formula is another effective copywriting formula that focuses on features, advantages, and benefits. This framework guides the writing process by breaking it down into three key stages:
Features: Identify the key features of your product or service.
Advantages: Explain how those features translate into advantages for your target audience.
Benefits: Highlight the benefits of those advantages, such as increased productivity or cost savings.
It’s another type of formula that valuable when writing text, as it helps you highlight the unique features and benefits of your product or service. By focusing on the advantages and benefits of your offering, you can persuade your target audience to act.
Real-World Examples from Feel Digital
Now that we’ve explored some of the most effective copywriting formulas, let’s look at some real-world examples. As an agency with a wealth of experience in creating content for brands, Feel Digital has helped numerous businesses improve their online content and drive conversions. Here are some examples of how we’ve used copywriting formulas to create compelling content for our clients:
Example 1: AIDA Formula
For a client in the lab supplies industry, we used the AIDA formula to create compelling landing pages for their categories and blog content. Our headline, “Specialist Microscopes to Suit all Abilities” grabbed the reader’s attention and our copy highlighted the benefits of how choosing the right microscope from our client is essential, due to the specific needs of the user. We also included a clear call-to-action, encouraging the visitor to buy and to learn more about the product.
Example 2: PAS Formula
For a client in the lab air filtration equipment industry, we used the PAS formula to create numerous persuasive blog posts about the importance of choosing the right fume cupboard. We identified the problem of certain job roles not knowing or realising what they needed and whether they may need something more bespoke. Then we agitated that problem by highlighting the negative consequences of not using the right equipment before moving the reader on to how the company could provide the best solution by highlighting the benefits of TION’s units and encouraging readers to get in touch with their requirements.
One crucial part of this content was that the topic clusters were planned out and all linked through to the most relevant blog and service pages, which helped to achieve not only more conversions for fume cupboards, but position 1 rankings for these search terms and a massive increase in traffic. As a result, this work was recognised and shortlisted for 2 Northern Digital Awards in 2023!
Example 3: FAB Formula
For a client in the home improvement industry, we used the FAB formula to create a persuasive category and product descriptions for their balustrades and balconies. We identified the key features of the products, such as privacy, safety and adding a modern elegance to someone’s property, as well as explaining how those features translate into advantages for the property, such as stunning views or not rusting. We then highlighted the benefits of those advantages, such as lasting longer and ensuring the safety of someone walking out on a balcony.
Amongst a host of other things in the strategy we employed, it transformed our client’s revenue, going from just under £400,000 to nearly £1,000,000 within 15 months. Our work for SHP was also nominated for 2 awards in the 2023 Northern Digital Awards.
The Benefits of Using Copywriting Formulas
Now that we’ve seen some real-world examples of how copywriting formulas can be used to create compelling online content, let’s explore the benefits of using these frameworks. Here are some of the key benefits of using copywriting formulas for your online content:
Saves time and resources: By using a proven framework, you can save time and resources on the writing process. You’ll be able to focus on key messages and benefits, without getting bogged down in the details.
Improves effectiveness: They’re proven to be effective at engaging audiences and driving conversions. By using these frameworks, you’ll be more likely to create content that resonates with your target audience and persuades them to act.
Provides structure and guidance: Copywriting formulas provide a clear structure and guidance for the writing process. This helps you stay focused on key messages and benefits, and ensures that your content is well-organized and easy to follow.
Addresses pain points and problems: Copywriting formulas like PAS are especially effective at addressing pain points and problems that your target audience may be experiencing. By highlighting these pain points and offering solutions, you can create a sense of urgency and persuade your audience to take action.
Differentiates your brand: By using copywriting formulas to highlight the unique features and benefits of your product or service, you can differentiate your brand from competitors and create a more compelling value proposition.
Search engines: Gone are the days where you write content for the sole reason of SEO. Over the last 10 years, Google and other search engines have become so much more advanced when it comes to website content. The want you to write content that a user will find relevant, insightful and engage with. Using these formulas will enable you to write far better content that is target audience focused rather than simply keyword focussed, which will help improve your rankings alongside the other SEO work you need to implement too.
Stand Out From The Crowd With Compelling Content
You know what they say, in the world of online content, if you’re not standing out, you’re blending in. And let’s face it, blending in is boring.
Creating compelling online content is essential for attracting and retaining customers in today’s digital age. Using copywriting formulas can help you achieve this goal by providing a proven framework for creating persuasive content that resonates with your target audience. Whether you’re creating landing pages, blog posts, or product descriptions, using copywriting formulas like AIDA, PAS, and FAB can help you highlight the unique features and benefits of your offering and persuade your audience to take action.
At Feel Digital, we specialise in content writing services that help businesses improve the way they communicate with their target audience and drive conversions. By using copywriting formulas and other proven techniques, we help our clients create compelling content that resonates and sets them apart from the competition.
Want to know more of how we can help? Get in touch today and we’ll help you to understand where the opportunities lie to improve how your target audience receives your brand and services.
Back to blog