Good copywriting isn't about being creative.

It's about being strategic.

After writing hundreds of ads, emails, and landing pages across four different markets, I keep coming back to the same five formulas.

Not because they're trendy. Because they work.

These formulas follow how people actually make decisions.

They match the psychology of buying.

And they've been tested across the globe with consistent results.

Formula #1: PAS (Problem-Agitate-Solution)

Best for: Landing pages, email sequences, ads for audiences who know they have a problem

This is my go-to formula when I'm writing for someone who's already aware they have an issue.

The structure:

1. Problem: Identify their pain point

2. Agitate: Make them feel it (twist the knife a little)

3. Solution: Present your offer as the relief

Why it works: Pain is a stronger motivator than pleasure. PAS makes people feel the problem before you offer the solution.

Example (B2B SaaS):

When to use it:

• Problem-aware audiences (they know something's wrong)

• High-consideration purchases

• When you need urgency

• B2B especially

When NOT to use it:

• Brand new, cold audiences

• If you can't authentically agitate without being manipulative

• For impulse or emotional purchases

What I've tested:

In Dubai, aggressive agitation worked well for B2B. In Australia, it felt too sales-y and hurt conversion. Know your market.

Formula #2: BAB (Before-After-Bridge)

Best for: Testimonials, case studies, transformation products, social ads

This formula sells the transformation, not the product.

The structure:

1. Before: Describe the painful current state

2. After: Paint the dream outcome

3. Bridge: Show how your product gets them there

Why it works: People don't buy products. They buy better versions of themselves.

Example (B2C Fitness):

When to use it:

• Life improvement products (fitness, education, finance)

• When you have strong before/after testimonials

• Visual transformations (weight loss, home makeovers, career changes)

• Aspirational purchases

When NOT to use it:

• Tactical B2B products

• Low-involvement purchases

• When you can't show clear transformation

What I've tested:

This formula crushes in consumer markets. Central Asia especially as transformation stories are incredibly powerful in emerging markets. Less effective in Singapore where logic beats emotion.

Formula #3: AIDA (Attention-Interest-Desire-Action)

Best for: Long-form sales pages, email sales sequences, webinars

The classic. Still works because it follows the natural persuasion arc.

The structure:

1. Attention: Hook with a bold statement or provocative question

2. Interest: Build intrigue with facts, stories, or insights

3. Desire: Make them want it (benefits + social proof)

4. Action: Clear CTA with urgency

Why it works: It walks people through the buying journey step by step.

Example (Online Course):

When to use it:

• Complex products that need explanation

• Higher-priced offerings

• When you're educating before selling

• Email sequences (one email per stage)

When NOT to use it:

• Quick impulse purchases

• When you have limited space (short ads)

• Simple, self-explanatory products

What I've tested:

AIDA works everywhere. It's universal. But the ratio changes by market. In Singapore (Southeast Asia), spend 60% on Interest (data, logic). In Dubai (MEA), spend 60% on Desire (social proof, status).

Formula #4: The 4 Ps (Promise-Picture-Proof-Push)

Best for: Facebook/Instagram ads, short emails, landing page headlines

When you don't have much space, this is your formula.

The structure:

1. Promise: Make a bold claim

2. Picture: Help them visualize it

3. Proof: Back it up quickly

4. Push: Clear CTA

Why it works: It's punchy. Gets to the point. Perfect for short attention spans.

Example (SaaS Product):

When to use it:

• Paid social ads (character limits)

• Quick email pitches

• Cold outreach

• Mobile-first content

When NOT to use it:

• Complex B2B solutions that need education

• High-ticket items

• When you need to overcome skepticism

What I've tested:

This is my most-used formula for paid ads. It works across every market I've tested. Keep the promise specific, make the picture tangible, and make proof social (numbers + ratings).

Formula #5: PASTOR (Problem-Amplify-Story-Testimonial-Offer-Response)

Best for: High-ticket sales, complex B2B, launch campaigns, consultancy

The most comprehensive formula. Use this when you need to overcome serious objections and build deep trust.

The structure:

1. Problem: Identify the core issue

2. Amplify: Expand on why it matters (consequences)

3. Story: Share your or a customer's journey

4. Testimonial: Social proof

5. Offer: Present your solution with details

6. Response: Call to action

Why it works: It's thorough. Addresses objections through story and proof. Builds trust before asking.

Example (B2B Marketing Consulting):

When to use it:

• High-value products/services ($1k+)

• Complex solutions that need explanation

• When trust is the primary barrier

• Long sales cycles

When NOT to use it:

• Low-ticket items (overkill)

• Impulse purchases

• When space is limited

What I've tested:

PASTOR is essential in Middle Eastern markets. People need the full story, multiple proof points, and relationship building before buying high-ticket. In Australia, you can sometimes skip the Amplify step (they get it faster).

How to Choose the Right Formula

Quick decision framework:

Ask yourself three questions:

1. How aware is my audience?

   • Very aware of the problem: PAS or 4 Ps

   • Somewhat aware: AIDA

   • Not really aware: BAB

2. What's the price point?

   • Under $100: 4 Ps or BAB

   • $100-$1000: PAS or AIDA

   • Over $1000: PASTOR

3. How much space do I have?

   • Limited (ads, short emails): 4 Ps

   • Medium (landing pages): PAS or BAB

   • Unlimited (sales pages, sequences): AIDA or PASTOR

Still not sure? Start with PAS. It works for 80% of situations.

My Writing Process

Here's exactly how I use these formulas:

Step 1: Pick the formula based on format and audience

Step 2: Write the first draft following the structure exactly (don't deviate yet)

Step 3: Add personality and brand voice (now you can break the rules slightly)

Step 4: Cut 20% of the words (tighten everything)

Step 5: Test it against variations

Step 6: Optimize based on data (what actually performed)

The key: Follow the structure first. Add creativity second.

Most copywriters do this backwards. They try to be creative first, then wonder why it doesn't convert.

Cross-Market Adaptations

Different cultures respond to different formulas and tones.

Dubai/Middle East:

• PASTOR performs best (need story and extensive proof)

• Use formal language

• Include family/community benefits

• Status and credibility matter a lot

Singapore/Southeast Asia:

• 4 Ps and AIDA (logic over emotion)

• Lead with data and facts

• Show credentials early

• Less personality, more proof

Australia/Western:

• All formulas work (test aggressively)

• Casual, direct tone performs well

• Personality matters (people want to like you)

• Self-deprecating humor works

Central Asia/Emerging Markets:

• BAB crushes (transformation is powerful)

• Price sensitivity is high (address it directly)

• Before/after stories resonate deeply

• Community proof matters more than individual testimonials

The takeaway: The structure stays the same. The tone and cultural references change.

Common Mistakes I See

Mistake #1: Using the wrong formulaPAS doesn't work for unaware audiences. PASTOR is overkill for a $20 product. Match the formula to the situation.

Mistake #2: Not following the structureThe formulas work because of the order. Don't jump to the solution before establishing the problem.

Mistake #3: Too much creativity, not enough clarityClever headlines are fun to write. Clear headlines make money. Choose clarity.

Mistake #4: Skipping the proofTestimonials, case studies, data – these aren't optional. They're what makes people believe you.

Mistake #5: Weak CTAs"Learn more" is not a CTA. "Start your free trial" is a CTA. Be specific about what happens next.

Your Action Step

Pick one formula. Rewrite your worst-performing ad or email using that structure.

Don't change anything else. Same offer. Same audience. Just new copy following the formula.

Run it for 7 days. Compare the results.

I guarantee it'll outperform your current version.

Why? Because these formulas have been tested across thousands of campaigns, multiple markets, and decades of psychology research.

You're not reinventing the wheel. You're using what already works.

Want to see these formulas in action? Check out my other posts where I break down real campaigns using these exact structures.

Questions? Hit me up: thezhanakhmetalim@gmail.com or LinkedIn

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