Copy Formulas

Doctrine

Copywriting formulas are not templates to fill; they are conversion-ordered thinking. PAS works because naming a pain earns attention honestly. Before-After-Bridge works because people buy the after, not the product. The formula's job is to keep you from burying the promise under cleverness. Rule of placement: Meta primary text has one job (stop the scroll and earn the click), so pain-first formulas (PAS, SCQA, Before-After-Bridge) usually beat feature-first ones (FAB) for cold audiences. Story formulas (Star-Story-Solution, long storytelling) earn their length only in retargeting or founder-voice posts.

When to use

• Drafting primary text for a new angle (feed it the angle's WHO, PAIN, PROMISE).
• Diagnosing copy that gets glanced at but not clicked: it is usually a formula with a missing step.
• Works with no MCP.

Run it

Write ad copy for this angle:
WHO: [from Angle Writer]  PAIN: [verbatim if possible]  PROMISE: [from Pain to Promise]
Placement: [Meta primary text (cold) / retargeting / landing page hero]
Voice: [3 adjectives + one verbatim brand phrase]