Master proven copywriting frameworks used by top marketers worldwide. Learn AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution) with real-world examples and implementation strategies.
Landing pages using proven copywriting formulas convert 2.5x better than pages with unstructured copy. Yet 73% of marketers write without a framework, relying on intuition instead of psychology. AIDA and PAS have driven billions in sales for over 100 years—because they work.
Copywriting formulas provide a proven structure for persuasive messaging. Rather than staring at a blank page wondering what to write, these frameworks guide you through the psychology of conversion, ensuring your copy addresses all the key elements that drive action.
Think of copywriting formulas like architectural blueprints—they don't tell you what to say, but they show you where to say it. The formula is the skeleton; your unique value proposition, brand voice, and specific benefits are the flesh.
These formulas can be applied across many formats: YouTube ads, landing pages, email sequences, social media posts, and sales letters. They're particularly powerful for landing pages because they guide visitors from cold traffic to committed customers in seconds. Let's dive into the two most effective formulas.
AIDA is one of the oldest marketing formulas, invented in 1898 by American advertising and sales pioneer E. St. Elmo Lewis. Despite being over 125 years old, it remains the foundation of most successful landing pages, email campaigns, and advertisements. Learn more about effective landing page structure to apply AIDA correctly.
The formula has four stages that guide prospects from awareness to action. Each stage builds on the previous one, creating a logical flow that feels natural to the reader while systematically addressing their objections and desires.
Grab your audience's attention through something that stands out. This is your headline, hero image, or opening hook. You have 3 seconds to convince visitors not to bounce—use them wisely.
The best attention-grabbers use one of three proven patterns: specific numbers ("Stop Losing 40% of Your Visitors"), bold questions ("Is Your Landing Page Bleeding Conversions?"), or unexpected statements ("Most Landing Pages Are Designed Backwards").
✓ Strong Attention Examples:
💡 Pro Tip:
Use numbers, questions, or bold statements that interrupt the pattern. Specificity beats vagueness: "38% conversion increase" is more attention-grabbing than "huge results."
Pique their curiosity by explaining the main advantages or benefits. Show them why they should care. This is where you transition from "attention" to "I'm listening."
The key to building interest is focusing on outcomes, not features. People don't care about "AI-powered algorithms"—they care about "saving 10 hours per week." Always translate features into benefits that directly impact the reader's life or business.
✓ Interest-Building Copy:
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Focus on benefits, not features. "Save 10 hours/week" not "Has automation features." Always answer "So what?" for every statement.
Make them want it by explaining exactly what they'll get. Paint a vivid picture of the transformation or outcome they'll experience. This is where social proof, testimonials, and specific results shine.
The "Desire" stage moves beyond rational benefits into emotional territory. You're not just selling a product—you're selling the feeling of success, relief, achievement, or freedom. Use vivid language and specific details to make the outcome feel real and attainable.
✓ Desire-Building Techniques:
💡 Pro Tip:
Use specific numbers and timeframes. "Increase conversions by 38% in 30 days" is infinitely more desirable than "improve results soon."
The final step where you tell the customer exactly what to do next. Make your CTA clear, compelling, and easy to complete. Remove all friction and objections.
The best CTAs are specific, action-oriented, and low-friction. "Start Free Trial" beats "Submit" or "Learn More." Always include what happens next and reduce perceived risk with phrases like "No credit card required" or "Cancel anytime."
✓ Strong CTA Examples:
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Reduce friction with risk-reversers: "No credit card required," "Free forever," "Cancel anytime," or "30-day money-back guarantee."
PAS (Problem, Agitation, Solution) is a newer but highly effective copywriting formula popularized by legendary copywriter Dan Kennedy. He called it "the most reliable copywriting formula for sales ever invented."
Unlike AIDA, which builds gradually, PAS creates immediate emotional urgency by focusing on pain points first. It works exceptionally well for audiences who already know their problem but haven't found a solution. If AIDA is a slow burn, PAS is a lightning strike. Combine this with psychological triggers for even stronger results.
Explain to prospects what the problem is. Identify their pain point clearly and specifically, making them nod in agreement. The more accurately you describe their problem, the more they trust you have the solution.
The best "Problem" copy doesn't introduce a new issue—it articulates an existing frustration so precisely that the reader thinks, "Yes! That's exactly my situation!" Use their language, their specific complaints, and their exact pain points.
✓ Problem Examples:
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Be specific about the problem. "Takes 2-3 weeks" is more powerful than "takes too long." Specificity = credibility.
Describe how the situation might worsen without a fix. Make the pain more acute and urgent. This is where you amplify the consequences of inaction.
Agitation works because humans are more motivated by loss aversion than gain seeking. We fear losing $100 twice as much as we desire gaining $100. Use this psychology ethically by highlighting real, legitimate consequences your audience already fears.
✓ Agitation Examples:
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Use loss aversion and specific numbers. "Losing $500/day = $182,500/year" is more agitating than "losing money daily."
Present your winning solution. Show how your product/service solves the problem and eliminates the pain. This is your moment of relief after building tension.
The "Solution" stage should feel like a breath of fresh air after the Problem and Agitation. You've built up pain and urgency—now deliver the cure. Be specific about how your solution addresses each pain point you mentioned earlier.
✓ Solution Presentation:
💡 Pro Tip:
Include specific outcomes and social proof to validate your solution. Numbers + testimonials = credibility.
Both formulas work, but they excel in different scenarios. Choose based on your audience's awareness level and your marketing goals:
Use our AI Consultant to generate copy using AIDA and PAS frameworks. These prompts help you create compelling landing page copy:
Write AIDA-structured landing page copy for my SaaS product. Focus on grabbing attention with a bold headline, building interest through benefits, creating desire with social proof, and ending with a strong CTA.
Create PAS-style copy for my landing page. Start with the problem of slow landing page creation, agitate with time and money costs, then present my AI tool as the solution with specific outcomes.
Generate 10 headline variations: 5 using AIDA attention-grabbers and 5 using PAS problem-focused hooks. Include specific numbers and benefits.
Write 8 compelling CTA button copy variations. Mix action-oriented ('Create My First Page'), benefit-focused ('Get My Free Audit'), and risk-reducer ('Start Free Trial—No CC Required') approaches.
AIDA works best when introducing new products or building awareness gradually through attention, interest, desire, and action
PAS creates urgency faster by focusing on pain points first—ideal for audiences who already know their problem
Be specific with numbers: "38% increase in 30 days" beats "significant improvement soon"—always quantify outcomes
Focus on benefits, not features: "Save 10 hours/week" not "Has automation features"—translate features into outcomes
Test both formulas with your audience—different markets respond to different approaches, so A/B test to find your winner
Combine elements from both: Use PAS for your headline (Problem), then build Desire with social proof before the Action (CTA)