Blogging is a bit of everything. A bit of writing, a bit of marketing, and quite a bit of copywriting.

Just think of headlines. A classic example of applying copywriting principles in order to attract potential readers.

But there’s so much more we can do with the aid of copywriting formulas and principles: from writing compelling calls to action to designing an about page that converts, and from using copywriting formulas as frameworks for articles to deploying the same strategies on social media.

That’s why we’re going to analyze 15 of the best copywriting formulas, how they can be used as frameworks for writing better articles, and how we can adapt them to suit our own needs.

1. The "Before – After – Bridge" Formula

This is one of the easiest formulas you can use, and it works best when writing a “how-to” guide or tutorial. Starting your article by describing a negative scenario (the reader’s current predicament), then working on building a world in which that problem doesn’t exist anymore, does wonders when it comes to empathetic writing.

And, truth be told, there are few better formulas out there when it comes to writing compelling introductions.


  • Begin by describing a problem.
  • Describe a compelling vision of how the world would look like once that problem is solved.
  • Provide actionable advice towards solving the problem.
  • Add empathy. Write from experience, provide a failsafe if case a certain step doesn’t work out, try to understand the emotional undertone of your article.

The “Before-After-Bridge” is a simple framework that can help you write articles that truly add value to your readers while enabling them to relate to you, which means they’re far more likely to take action.

2. The FAB Formula

While the FAB formula can’t be used to write entire articles, as it lacks a complete emotional spectrum to make for an interesting read, it can be used as a fantastic framework for writing compelling introductions, but also to ensure that your article does add value to your readers.


  • Make a list of all your article’s features. What are your article’s key takeaways, what can the reader expect in terms of article length, unique research, data, etc.
  • Describe a few real-life situations in which the information you share can be used by the reader.
  • Share unique insights contained by your reader, and how they can have a positive impact on the reader.

FAB is a genius way of either opening an article with a list of features or by keeping track of all the value you add to your readers.

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