SAN FRANCISCO SCHOOL OF COPYWRITING
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    • Copywriting 101
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  • ABOUT
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  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature
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Copywriting Formulas to Write Faster: AIDA & Problem Solution 

"Work smarter, not harder." That's great advice for cubicle-dwellers, but it doesn't translate to copywriting — right?

Wrong.

Copywriting formulas do exist, and they're not cheating.

​What they are is a way to streamline your creative writing and advertising process, so you can create strong, engaging branding in a fraction of the time.
​

If you want to learn how to write faster and turn out quality copy every time, keep reading. We'll break down the most powerful copywriting formulas that you can use right away.

Plus, we'll share our top copywriting tips so you can get the most out of copywriting formulas. 

AIDA​

Yes, it sounds esoteric and confusing. Yes, it was invented way back in 1898.

But AIDA isn't hard to remember or outdated. It's one of the most tried-and-tested copywriting formulas in advertising history. More importantly, it works. 

AIDA stands for:
  1. Attention
  2. Interest
  3. Desire
  4. Action
    ​
With this formula, you'll grab the reader's attention with a strong hook. You'll pique their interest by showing how it relates to their situation and create a desire for the solution you propose. Then, you'll call them to take action to get that solution.
​

The AIDA formula is simple, but it relies on seamless transitions between parts. Let's take a closer look at each part of the AIDA formula and how they fit together.

Attention

Catch your reader's eye with an unignorable hook. This could be:
  • A statistic
  • A provocative statement
  • A story that connects with your readers' emotions
  • A surprising joke

Let your creative juices flow here. The more unexpected your hook is, the more attention it will get. 

Here's what not to do: pad your attention-grabber with generalities. If you're writing about Facebook, don't say "Facebook is one of the world's most powerful social media."

Your readers will get the hint that you don't have anything new to tell them, so they'll click away before they read the next sentence.

Your hook can be short and sweet. It can be compelling and in-depth. It can be whatever you need it to be.
​
All that matters is that you hook your reader right away and make them want to know you're going to say next.

Interest

You've grabbed your reader's attention with a hook. Now, you're going to make it personal.

Show them how that surprising statistic or bold statement applies to their life. This cements their interest in reading the rest of your copy.

Your "interest" section will be a transitional phrase or sentence, like:
  • With statistics like this, many Americans fear for their heart health
  • This problem affects moms like you
  • You, too, can ...
  • If this sounds like you ...
  • This happens to the best of us, including you
    ​
Whether you're creating positive emotion or fear, you've just made a personal connection with your reader.

Desire

In the "Desire" section, you'll show how your solution can improve the reader's life.

Inspire your reader to want the solution you're offering. 
​
  • There's a better way to ...
  • Want to learn how to grill the perfect burger?
  • Are you ready to become a master at calming your child's tantrums?
  • The house of your dreams is waiting to be discovered all that clutter
  • Our product can give you the confidence you've always wanted

Your reader agrees, "Yes, I do want that!" Now, they're ready to hear the call to action, which tells them what they have to do to get it. 

Action

The call to action is the most important part of any copy. This is where you convert your readers into leads. In fact, you can think of virtually all copywriting as a call to action with a long introduction.

You see dozens of calls to action every day, such as:
  • Keep reading
  • Check out our stock
  • Buy now
  • Click here
  • Download our free ebook
  • Follow us on Instagram
  • Enter your email
    ​

The call to action isn't the place to get creative. All that matters is that your readers know exactly what you want them to do.

AIDA Formula Example

Let's put the pieces together into an example of AIDA in action.
Attention: Instagram influencers can make over $1,000 per sponsored post.

Interest: If you have a phone and a funny side, you can too.
Desire: Do you want to learn how you can become an Instagram star?

Action: If so, click here to take our mini-course and learn how to make money on Instagram, fast.

In four short sentences, you've made a compelling case for the reader to click forward.
​
Remember that there's no rule saying that each component has to be one sentence long. Expand, combine, or shorten each part of the AIDA formula as you need to, but keep the overarching structure. 

Formulas, Not Formulaic

The secret to the best copywriting formulas is that they don't have to seem formulaic.

That's the beauty of AIDA. Within the parameters of these four little letters, you can get as creative as you want. You can still come up with standout ideas that get your writing noticed, but you'll know that they will be effective with your audience every time. 

But beware: if you don't put in that extra effort to spin your AIDA formula in a creative way, you can get stuck sounding formulaic. 

​A good ad school will help you find the perfect balance between formula and creativity, so you can build a stunning portfolio and get your foot in the copywriting world door.

 

Problem-Solution

No "copywriting for beginners" list is complete without the standby "problem-solution" format. 

It's simple: people have problems. You have a solution that they are willing to pay for. It's your job to let them know that. 

Also known as "Pain and Benefit," the Problem-Solution formula is the basis of all advertising. Even the weirdest, most abstract perfume ad speaks to some need or desire in the target audience.
 
You'll see effective Problem-Solution advertising everywhere.

A kid selling water at a neighborhood soccer game has a cardboard sign that reads:
"Thirsty? Bottled Water $1."
​

He's offering a real solution to a real problem, so people buy.

When it comes to copywriting ads, though, you'll need a touch of technique to pull it off. 

How to Write a Problem-Solution Ad

The Problem-Solution formula has two basic parts. You already know what they are. It's how you present them that matters.
Start by stating the problem.

If you're going for a hard sell, get right to the point with a bold statement:
  • Tired of overpaying for dinner delivery?
  • Let's face it: kids never slow down
  • Exams have you stressed out, and you're not alone
  • Embarrassing bathroom odors ruining your day?

If you're writing a longer piece, trade the punchy one-liner in for a paragraph that paints a picture of the problem for your reader.

Whether it's a soft or hard sell, though, your "problem" should be obvious and relatable. Your reader has connected with you and they're on the hook. 

Next, propose the solution. You can introduce your save-the-day product or service with a transitional phrase:
  • Instead, try ...
  • Thankfully, you can turn to ...
  • For times like this, there's ...
  • Now, you can use ...
To keep it even more subtle, eschew the transitional phrase and just present your solution. 

The Problem-Solution formula can give structure to a 2000-word blog post or a 2-sentence tagline. It can be a gritty hard sell or set the stage for a tasteful offer.

​It's the one-size-fits-all formula that's never the wrong choice. 

Don't Assume the Problem

Problem-Solution writing is straightforward. What could go wrong?

The most common issue with Problem-Solution ads is that they address the wrong problem. 

Too often, creative writers leap ahead with their ideas and end up writing about a solution to a problem that doesn't exist (or isn't the one their customers have). 

Think back to the enterprising kid selling water at a ball game. He knew exactly what problem his target audience had. If you're at a ball game, you're thirsty. 

If you don't speak to the customer's problem, they'll ignore you. You'll lose their attention to the ad that offers a solution to the problem they do have. 

​Avoid this by making sure that you know exactly what the problem is. Then, get your creative juices flowing to come up with a unique way to present the solution. 

From Confused Frustration to Copywriting Formulas

Don't write another article that puts readers to sleep. With these copywriting formulas, you'll be able to craft thoughtful, effective pieces in record time.

That lets you stay creative and — just as importantly — get paid.
​
Whether you're a veteran writer or looking for your first
copywriting certificate, there's always more to learn. Dive into our free Copywriting To Go course to write better right away.
FREE COURSE
  • Home
  • Courses
    • Copywriting 101
    • How to Create an Advertising Portfolio From Scratch
    • Direct Response Copywriting
    • 360 Copywriting Online
  • ABOUT
  • CONTACT
  • BLOG
    • Copywriting Lessons from David Ogilvy
    • 9 Copywriting Lessons from Robert Collier
    • 9 Copywriting Lessons From John Caples
    • 8 Copywriting Lessons from John Powers
    • Scientific Advertising: 10 Copywriting Lessons from Claude Hopkins
    • A Review of Current AI Copywriting Tools
    • Top San Francisco Ad Agencies
    • Learn How To Write Conversationally To Engage Your Audience
    • Top Skills for a Copywriter
    • Launch A Career In Advertising With These Top Portfolio Schools
    • UX Copywriting and Short Copy ​
    • Discover How To Write Killer Copy That Converts
    • What is Copywriting? >
      • What Alternative
    • 10 Great Headlines from Classic Ads
    • Why Tone Can Make or Break Your Copy
    • How to Use Statistics, Facts and Quotes to Craft Compelling Copy
    • Great Copywriters Use Verbal Imagery to Tell a Story
    • Master the Art of Headline Writing!
    • Here’s How to Get Portfolio-Building Copywriting Gigs
    • What Volkswagen’s ’Think Small’ Teaches Copywriters
    • 5 Brands with Amazing Copywriting Teams
    • Master Hard and Soft CTAs for Superior Sales Writing
    • The Ultimate Checklist for Blog Copywriters
    • 10 Mistakes Even Experienced Copywriters Make
    • Read These 4 Books to Become a Better Copywriter
    • Sales Writing: How to Create Attention Grabbing Headlines
    • How to Create Persuasive Sales Copy
    • Proven Copywriting Methods Emotional Advertising
    • How to Write Good Copy : Preparation Techniques
    • Copywriting Secrets: 8 Powerful Ways to Add Proof and Credibility
    • Copywriting Cheat Sheet: Write Powerful Copy Quickly and Easily
    • Copywriting Insights: How to Test Ad Copy for Best Results
    • Write Effective Ad Copy: No Fail Secrets and Tips
    • What Never to Do When Writing Compelling Copy for Sales
    • How to Write Copy That Sells – Use Benefits
    • 7 Ways to Improve Your Copy Immediately
    • A Day in the Life of a Copywriter
    • Coffee, Copywriting, and Freedom
    • Copy is Everywhere
    • Direct Response Copy Sells
    • The Pros and Cons of Copywriting Part–Time
    • Three Tips to Write Copy that Converts
    • Two of the Biggest Mistakes Beginning Copywriters Make
    • Why Copywriting Makes a Great Second Career
    • Why I Love Being a Copywriter
    • Landing Pages that Work - Copy that Converts
    • The Next Big Idea: Creative Advertising Ideation
    • Copywriting Certificates: Online Copywriting Classes
    • The Advertising Museum Tokyo: Copywriting Fun
    • How to Tell a Great Brand Story
    • 20 Great Headlines from Classic Ads
    • Top London Ad Agencies
    • The Top 10 Best Copywriting Books
    • Copywriting Courses & Resources
    • Copywriting Formulas to Write Faster: AIDA, Problem Solution and More
    • Sales Letters: Broken Down by Parts
    • Copywriting Research Tips, Tricks and Secrets
    • How to Grow Your Email List
    • What is Creative Advertising
    • Ideation and How to Find the Next Big Idea
    • Creative Advertising Methods and Madness
    • Paths to Becoming a Copywriter
    • Great Print Ads - Creative Advertising That Rocks
    • Great Outdoor Ads - Creative Advertising That Works
    • Underground Ads - Creative Advertising in England
    • 10 Great Email Subject Lines
    • Email Marketing Types: Long, Short, Creative and More
    • Email Copywriting Tactics
    • How to Grow Your Email List
    • Autoresponder Copywriting: How to Do It Write
    • Copywriting Examples: Social Media
    • 6 Free Copywriting Courses
    • Where You Can Get a Copywriting Certificate Online: Copywriting Training
    • Top American Ad Schools
    • 10 Ad Schools for College Graduates
    • These Direct Response Letters And Campaigns Delivered Great Results - Yours Can Too
    • How To Break Into Advertising
    • The Creative Advertising Bible: The Value Of Great Guerrilla Ad Campaigns (With Examples)
    • Content Writing Vs. Copywriting: What's the Difference?
    • SEO Copywriting: How Does Search Engine Optimization Factor Into Copywriting?
    • Show and Tell: 7 Ways to Write Strong Video Copy
    • Short, Sweet, and It Sells: How to Trim the Fat From Your Sales Copy
    • Digital VS Print Ad Copy: How to Write the Difference
    • How to Craft the Ultimate Product Description
    • B2B VS B2C Sales Copy: 6 Crucial Differences You Should Know About
    • The Next Big Idea: Creative Advertising Ideation
    • Email Marketing: 12 Tips for Getting It Right
    • Landing Pages and Lead Magnets: Everything You Need to Know
    • How to Do Better Creative Advertising: Why and How It Works
    • Where to Take Copywriting Classes in the San Francisco Bay Area
    • Why San Francisco Business Owners Need to Know Copywriting
    • How to Break Into the Copywriting Industry
    • What Everybody Should Know About Online Advertising Portfolio
    • Copywriting for Beginners: 10 Quick Tips
    • Don’t Let Imposter Syndrome Keep You from Writing Great Copy
    • How to Design Great Digital Ads
    • Ad Campaigns: Nike Just Do It
    • Copywriting Examples: Google Ads
    • Best Copywriting Resources: Magazines, Organizations and More
    • How to Practice Copywriting
    • How to Build a Brand With Copywriting
    • Copywriting Grammar Review: 10 Common Grammar Mistakes
    • Copywriting Grammar Review: When to Use Commas
    • Our Top 10 Conversion Rate Optimization Copywriting Tips
    • Urgent, Useful, Unique, Ultra-Specific: How to Boost Your Copywriting with the Four U’s
    • Great Ad Campaigns: Apple 1984
    • Great Ad Campaigns: “Mikey Likes It”
    • Great Ad Campaigns: "When EF Hutton Talks"
    • Great Ad Campaigns: "We Make Money the Old Fashioned Way"
    • Great Ad Campaigns: Daisy
    • Great Ad Campaigns: Absolut Vodka
    • Top San Francisco Ad Agencies
    • Top 6 1960s Ad Campaigns and What You Can Learn From Them
    • Top 10 1970s Ad Campaigns and What You Can Learn From Them
    • Top 7 1980s Ad Campaigns and What You Can Learn From Them
    • Top 10 1990s Ad Campaigns and What You Can Learn From Them
    • Why Does Creative Advertising Matter?
    • How Can AI Copywriting Tools Make Me a Better Copywriter?
    • Why Should You Enter Advertising Contests as a Copywriter?
    • 10 Tips for Writing Captivating Social Media Copy
    • Tips for Improved Direct Response Copywriting
    • Copywriting Pro-Tip: Highlighting Benefits Over Feature