Crafting persuasive email copy can be greatly simplified by following established copywriting frameworks. These formulas provide a proven structure to grab attention, create desire, and motivate action. Here are
Formula: Attention → Interest → Desire → Action .
emails, this is your subject line and opening. Use a provocative question, an intriguing statement, or a bold promise. For example: “Struggling to grow your list? We have the solution.”
with the reader (e.g. explain why list growth is hard).
how they solve the reader’s problems . Use social proof or examples. The goal is to make the reader want what you offer .
Guide”, “Book a Call”, etc. The call should be direct and easy to follow. Example: A subject line in a Yesware AIDA example asks a relatable question, which immediately grabbed attention. The email then lays out interest and desire by discussing PPC campaign challenges before concluding with a strong CTA .
Formula: Problem → Agitate → Solve .
and every email deadline is looming.” Make the reader feel understood and that the problem needs a fix.
email templates cut your editing time in half, so you can focus on strategy.” Then include a CTA. This works well in emails where you want strong emotional engagement. For example, a header image or first line might call out the problem, a short paragraph highlights consequences, and the ending reveals the solution and link to it . Use PAS if your audience is likely motivated by pain points.
Formula: Features → Advantages → Benefits .
platform (feature) integrates with your CRM (advantage) so you spend less time switching apps and more time selling (benefit).” This is especially effective for B2B products, where logic and ROI matter . The Yesware article notes that FAB helps prospects feel confident in their decision by clearly outlining value .
Formula: Before → After → Bridge .
your reader experiences.
outcomes (“After using [product], imagine waking up to [benefit] ” ).
Offering] turns that ‘before’ into that ‘after’.” This narrative style stops you from focusing on features; instead, it puts the reader in a story, increasing empathy and motivation. For example, your email could start by stating a familiar challenge (current situation), then describe the dream scenario, then reveal “Our solution is the key difference.” It taps into visualization and emotional pull .
Formula: Promise → Paint → Proof → Push .
your inbox flooded with new customers ”
(“Join 5,000 small businesses who doubled their opens using this system.”) Proof builds trust that the promise is achievable.
showing what’s possible and proving it, push is the nudge to act. As Yesware explains, the 4 Ps align your offer to the reader’s desires and then encourage action . It’s effective for conversion-oriented emails, especially when you’re making a strong claim or marketing a specific offer . Additional Tips and Formulas
- AIDA (Attention–Interest–Desire–Action)
- Attention: Start by grabbing the reader’s attention, often with a compelling headline or first line. In
- Interest: Once opened, build interest by addressing a problem or need. Introduce content that resonates
- Desire: Shift to benefits. Paint a picture of how life/product will be better . Show features but emphasize
- Action: End with a clear CTA (call-to-action). After you’ve built up desire, prompt them to “Download the
- PAS (Problem–Agitate–Solve)
- Problem: Identify and articulate the reader’s problem clearly in the opening. “Are you wasting hours
- Agitate: Stir the pain or urgency. Expand on the problem’s effects: “It’s frustrating, you feel unproductive,
- Solve: Present your solution as the answer . Describe how your product or advice solves the issue: “Our
- FAB (Features–Advantages–Benefits)
- Features: List a few product/service features (what it is or does).
- Advantages: Explain what makes your solution better than others (unique aspects).
- Benefits: Spell out how the reader’s life improves. For each feature/advantage, give the benefit: “Our email
- BAB (Before–After–Bridge)
- Before: Describe the reader’s current situation (often painful or unsatisfying). Paint a realistic scenario that45
- After: Envision an improved future if the problem were solved. Create desire by illustrating positive
- Bridge: Show how your product/service is the bridge connecting Before to After . “Here’s how [Your
- The 4 Ps (Promise–Paint–Proof–Push)
- Promise: Begin with a quick, bold promise or value proposition – something tantalizing. (e.g. “Double your
- Paint: Vividly describe the outcome or scenario where that promise is fulfilled (paint the picture). “Imagine
- Proof: Back up the promise with evidence. This could be a testimonial, statistic, case study or data point.
- Push: Finally, push them to take action. This is your CTA: “Get the tool now” or “Start your free trial.” After
Beyond these core frameworks, there are other guidelines
value, then push them forward.
paragraphs and bullet points. Write compelling copy that focuses on “you” (customer-centric) and keep the tone conversational, not jargon-heavy.
more engaging. Begin with “Last week, a reader wrote to us ” or “When John from Brooklyn faced [problem], here’s what happened ” Real stories can serve as the Interest/Desire phase in AIDA or PAS. - KISS (Keep It Simple, Silly): Especially in emails, avoid overly complex language. Every word counts – get to the point quickly. Many readers skim emails. Use headings, bold important phrases, and bullet lists to break up text. - Subject Line Formulas: Apply AIDA or Curiosity. For example, using “Curiosity Gap” (e.g.
“This little trick doubled our list overnight ”). Make sure the subject aligns with the body content – don’t mislead. - Focus on Benefits: Even when listing features (like FAB), always connect them to benefits. The reader must always see what’s in it for them . For instance, instead of saying “Our service is cloud-based,” say “Access your data anywhere, any time.”50 Example Application Suppose you’re writing a promotional email for a new email automation course.
You might use: Subject (AIDA/Attention): “Struggling to send timely emails? Let’s fix that.” Opening (PAS): Identify the frustration of manually sending emails. “Spending hours scheduling each email? It shouldn’t be that hard.” Body (BAB): Paint the before scenario (chaotic manual work), then after (imagine automated flows working 24/7).
Bridge with “Our course teaches you the exact step-by-step process.” Details (FAB): List course modules (features), highlight advantages (“Taught by industry experts”), and benefits (“You’ll have a working funnel by week’s end”). Proof: Insert a testimonial from a past student who saw results. CTA (4Ps Push): “Enroll Now – Start Automating Today” with an enticing button. Using these formulas keeps your copy focused and persuasive.
The Yesware blog concludes that “Formulas like AIDA, PAS, FAB, and others on this list are proven to persuade and get people to take action.” They stress that when executed correctly, these frameworks can significantly boost your email’s effectiveness . Bottom Line: No matter which formula you choose, always tailor it to your audience and objective. Write as if you’re directly talking to one person. A winning formula provides structure; your unique voice and value fill it in.
By aligning with reader needs and following these frameworks, your emails will be engaging, easy to follow, and more likely to convert .
- PPP (Picture–Promise–Push): A variant of 4 Ps. Start by “painting a picture” of their improved life, promise
- 4 Cs (Clear, Concise, Compelling, Conversational): Ensure your writing is clear and concise . Use short
- Storytelling: You can always incorporate a mini-story (customer success, or quick anecdote) to make it