9 Important Advertising Formulas that Enchant the audience!
Why do some great copywriters write copy that generates stunning sales? What is their secret? If we examine the opinions of great copywriters; We come to the conclusion that professional advertising writing includes art, creativity, experience, and knowing advertising writing formulas.
If you want to become a professional advertising writer or do copywriting for your business; You have to learn its basics. Learning copywriting formulas; makes you learn the framework and basic principles of advertising writing and advance in this profession sooner. In this article, we will introduce you to the best advertising formulas.
Read more: What is copywriting and how can we write an effective text?
What are Advertising Formulas?
You must have heard the word formula many times; Especially in math and physics books. The meaning of the formula is words, letters, and abbreviations that define a certain concept or entity by being placed together. For example, O2 is the symbol of oxygen in chemistry.
In advertising writing, there are formulas that you can use to write attractive advertising texts. In fact, by implementing copywriting formulas step by step, you have reached your goal of attracting the audience’s attention, and this will increase your sales.
The Best and Most Practical Advertising Formulas
BAB advertising formula
BAB ferrule consists of three words Before – After – Bridge. How to use the BAB formula is as follows:
1- First, you should find a problem or concern and inform the audience about it.
2- At this stage, it is enough to describe in the reader’s mind the situation in which the problem, concern, or need has been resolved.
3- At the end, you should clearly address how the audience should reach that solution and solve their problem and need.
Consider a site that produces a time management training product. To use this formula, it is enough to first talk about the problems caused by the lack of time management in humans.
In the next step, you should talk to the audience as if their problems have been solved and they will get to all their tasks and duties. In the third step, you introduce the time management training package as a solution.
PAS copywriting formula
Another advertising formula is the PAS technique, which stands for Solve-Agitate-Problem. To use the PAS copywriting formula, it is enough to go through the following steps:
1- Present the problem or need of the audience clearly so that the reader understands it.
2- At this stage, we must intensify the consequences of not solving that problem and create some kind of fear in the audience.
3- In the third stage, we present our solution in the form of a product or service.
Suppose that your product is a weight loss diet. In the first step, you present the problem of obesity to the audience (obviously, the person who intends to buy your product suffers from obesity). In the second step, you explain the consequences of not solving that problem (i.e. obesity) to the audience.
For example, you say that the problem of obesity is the cause of diseases such as cancer. In the last stage, you introduce your solution and convince the audience that by buying your product, they will experience weight loss.
FAB; One of the most famous advertising formulas
The FAB technique can be called one of the most widely used copywriting formulas. This formula consists of three words Benefits – Advantages – Features and means features, advantages and benefits respectively. To use this attractive formula, we must go through the following steps in order:
1- We mention the features of the product.
2- We consider the benefits of the product.
3- In the third stage, we explain the benefits of the product to the audience.
Before explaining, we need to get acquainted with the above three words:
● Features are what your product or service is capable of doing.
● Advantages means the superiority of your services or products over competitors
● Benefits also mean what service your product provides to the audience. It means how the audience will use and benefit from your product.
Suppose that a factory made a shampoo that does not burn the eyes; According to the FAB formula, it can be said that:
Features: Parabens are not used in this shampoo.
Pros: This shampoo does not burn the eyes.
Benefit: You can bathe your baby without crying.
If, for example, your product had 10 features; You should discuss the advantages and benefits for each feature and then move on to the next one.
4U advertising formula
4U is another advertising formula that you can use for your copywriting projects. This formula consists of the four words Ultra-Specific-Unique-Urgent-Useful and to use it, we take the following steps:
1- In the first step, you must show the audience that your product is useful for them.
2- At this stage, you must create an urgency.
3- State the characteristics that make your product unique.
4- In the last step, you should state one of the most special features of your product or limit the market.
Let’s assume that your product is an educational product of art expression. In the first step, you talk to the audience and convince them that by purchasing this training package, they will speak well and with confidence. In the second step, you need to create an urgency for the audience to buy that product sooner.
For example, you can tell him that if he doesn’t buy this package right now; will lose the 30% discount. In the third step, introduce one of the unique features of your product and at the end tell him that this product is for business managers (specializing the market).
FAB; One of the most famous advertising formulas
The FAB technique can be called one of the most widely used copywriting formulas. This formula consists of three words Benefits – Advantages – Features and means features, advantages and benefits respectively. To use this attractive formula, we must go through the following steps in order:
1- We mention the features of the product.
2- We consider the benefits of the product.
3- In the third stage, we explain the benefits of the product to the audience.
Before explaining, we need to get acquainted with the above three words:
● Features are what your product or service is capable of doing.
● Advantages means the superiority of your services or products over competitors
● Benefits also mean what service your product provides to the audience. It means how the audience will use and benefit from your product.
Suppose that a factory made a shampoo that does not burn the eyes; According to the FAB formula, it can be said that:
Features: Parabens are not used in this shampoo.
Pros: This shampoo does not burn the eyes.
Benefit: You can bathe your baby without crying.
If, for example, your product had 10 features; You should discuss the advantages and benefits for each feature and then move on to the next one.
4U advertising formula
4U is another advertising formula that you can use for your copywriting projects. This formula consists of the four words Ultra-Specific-Unique-Urgent-Useful and to use it, we take the following steps:
1- In the first step, you must show the audience that your product is useful for them.
2- At this stage, you must create an urgency.
3- State the characteristics that make your product unique.
4- In the last step, you should state one of the most special features of your product or limit the market.
Let’s assume that your product is an educational product of art expression. In the first step, you talk to the audience and convince them that by purchasing this training package, they will speak well and with confidence. In the second step, you need to create an urgency for the audience to buy that product sooner.
For example, you can tell him that if he doesn’t buy this package right now; will lose the 30% discount. In the third step, introduce one of the unique features of your product and at the end tell him that this product is for business managers (specializing in the market).
AIDA; The most popular advertising formula
Undoubtedly, the AIDA formula can be called one of the most widely used copywriting formulas. This formula is an abbreviation of the words Action-Desire-Interest-Attention and its use is as follows:
1- In the first step, you must write an attractive headline to attract the audience’s attention (Action).
2- In the second step, you should make the audience interested in reading the text of the product and the product itself by writing attractive sentences. You can start this work by writing down the concerns and problems of the audience.
3- In the third step, you should draw the reader’s attention to the purchase of the product from an emotional point of view. To do this, it is enough to imagine the conditions that the buyer experiences after buying and using the product.
4- At the last stage, you should also invite the audience to make a purchase (Call to Action).
4P; Among other copywriting formulas
Advertising writing technique: 4P stands for Push-Prove-Promise-Picture and you can use it to advertise products and services. The use of this formula is as follows:
1- In the first step, we must attract the audience’s attention, which can be done by writing a good title.
To do this, you must be familiar with captioning techniques.
2- In the second stage, we must make promises to the audience that will satisfy him to buy. The best way to do this is to state the benefits of your products or services.
3- Here you should use the opinions of satisfied people. This means that you should be satisfied with the people who bought the above product; Ask them to send you their comments and put them in the comments section. This will gain the trust of your audience.
4- At the last stage, we should invite the audience to buy (Call to Action).
3S advertising formula
Among other advertising formulas; The 3S technique is an abbreviation of the words Solution – Story – Star. The 3S copywriting formula is based on storytelling, and to use it, we go through the following steps:
1- First, we must have a hero or a star and we will introduce it to the audience.
2- At this stage, we must tell the story of that person (hero) and show the audience what problems, concerns and experiences he had.
3- At the end, we introduce our solution to the reader.
● Be careful that the hero of the story can be you or someone else.
Let us explain this advertising technique to you with an example:
Let’s say that you have prepared an SEO educational product and you intend to sell it. You introduce yourself to the audience as an SEO and then tell them your life story.
For example, you tell him that you have mastered the SEO skill with a lot of trial and error and experience, and you were able to get your site to the top ranks of Google. Finally, you tell the audience that you have gathered all your experience and knowledge in the field of SEO in a training course.
Advertising Formulas; ACCA
One of the advertisement writing formulas that is easy to convince the audience by using it; The technique is ACCA. This technique stands for Awareness – Comprehension – Conviction – Action and is used as follows:
1- In the first stage, the audience should be informed about the problem they are experiencing; inform This can be done by explaining and depicting the problem in the audience’s mind.
2- In this step, we have to make the audience think. It means to make him think about how this problem can negatively affect his life.
3- At this stage, you must prove to the reader that you can solve his problem. Using the opinions of satisfied people will be useful in this step.
4- Here you should ask the audience to do the work you want to buy the product; For example, click on the link.
AICPBSAWN copywriting formula
One of the most complete advertising formulas; AICPBSAWN technique is the abbreviation of the following words from left to right:
● Attention
● Interest
● Credibility
● Prove
● Benefits
● Scarcity
● Action
● Warn
● Action
To write a good advertisement using this formula, it is enough to go through the following steps in order:
1- In the first step, we must attract the audience’s attention, which will be possible by writing an attractive title.
2- As we said in the AIDA formula; At this stage, we should increase the audience’s interest in reading the text.
3- In this part, you should create a position and credit for your business and product in the mind of the audience.
4- In this section, you must prove to the audience that what you have said; It is true. For this, you can use the opinions of satisfied people and convince the audience.
5- In the fifth step, tell the audience about the benefits of the product. that if he uses your products or services; What useful results will it achieve?
6- In this section, you should create some kind of fear in the audience so that they make the purchase faster. A good practice is to point out the weaknesses of other similar products and then show them that your product covers those weaknesses.
7- Here you should invite the audience to do what you want (buy the product).
8- In the eighth step, you must show the audience that if they do not buy; What an opportunity he will miss. For example, if your product is teaching the art of expression; Show him that if he doesn’t buy your product; He will never be able to speak well and confidently and impress others.
9- In the last step, you have to make the audience make the purchase right now. For this, you can use long-term discounts. In this case, the audience makes the purchase faster; Because otherwise, he may lose that opportunity (discount).
Conclusion
In this article, you got acquainted with advertising formulas and you can use them to write product descriptions and encourage the audience to buy. Of course, be careful that all these copywriting formulas may not be suitable for all products. The best thing is to use these formulas over and over and finally see which one you get the most results from.
