More eMail Copywriting Formulas

Here’s a curated list of email and marketing copywriting formulas—like BAB and PAS—that can help structure your messages effectively and drive action:

Classic Formulas Used in Email and Marketing Copy

1. PAS – Problem, Agitate, Solve

• Problem: Identify an issue the reader faces.

• Agitate: Deepen it—highlight consequences or emotional impact.

• Solve: Present your solution.
  Great for driving urgency and then offering relief.

2. BAB – Before, After, Bridge

• Before: Describe the current challenge or situation.

• After: Paint the ideal outcome.

• Bridge: Show how your solution makes that transformation possible.
  Highly effective at demonstrating transformation.

3. AIDA – Attention, Interest, Desire, Action

• Attention: Hook them immediately.

• Interest: Provide relevant context or value.

• Desire: Show emotional or tangible benefits.

• Action: Prompt a clear next step.
  A foundation of classic direct-response writing.

4. FAB – Features, Advantages, Benefits

• Features: Describe what the product or service is.

• Advantages: Explain why it’s better or unique.

• Benefits: Highlight what this means for the reader.
  Great for translating product details into meaningful value.

Other Noteworthy Formulas

5. The 4 C’s – Clear, Concise, Compelling, Credible

Focus on being understandable, brief, engaging, and trustworthy.

6. PPPP – Promise, Picture, Proof, Push

• Promise: Make a bold claim.

• Picture: Help them envision the benefits.

• Proof: Back it up with evidence.

• Push: Encourage them to act.

7. PASOP – Problem, Agitate, Solve, Outcome, (and) Problem

A sequence for email sequences: introduce pain, present a solution, show outcome, and transition to the next email by hinting at another problem.

Expanded & Niche Frameworks

Thanks to copywriters online, especially Reddit communities, here are additional frameworks and community-tested variations:

• PASTOR – Person (or Problem), Amplify, Story/Solution, Testimony, Offer, Response

• 3Ps – Praise, Picture, Push

• Star-Chain-Hook – Eye-catching start, logical flow, compelling hook

• SCQA – Situation, Complication, Question, Answer

• QUEST – Qualify, Understand, Educate, Stimulate, Transition

• CLS – Credibility, Likability, Scarcity

• CAB / CABO – Curiosity, Agitate, Bridge, (Outcome)

• WIIFM – What’s In It For Me

• And more: TAS, NAP, NAF, NAPA, PASP, PPP, PSI, RRR, SCA, SNAS

Community Insights (from Reddit)

Many copywriters share what’s working directly in the field:

“Problem-Agitate-Solve (PAS); AIDA; Before-After-Bridge (BAB); Feature-Advantage-Benefit (FAB); Star-Chain-Hook; Storytelling; Scarcity/Urgency; Personalized Value Proposition.”

“I use PAS too… PASTOR is my fave for important pieces of copy.”

Quick Reference Table

Using These Formulas in Practice

• Choose your formula based on the email’s goal: awareness, engagement, conversion, or nurturing.

• Layer for complexity: Start with BAB, then add proof (making it BABP), or follow PAS with PPPP.

• Test and tweak: Use A/B testing on subject lines or openings and measure engagement.