Copywriting is essential for anyone looking to create compelling and sellable copies. It may sound surprising, but you can get 7.8 times more traffic with good copywriting. But knowing where to begin when you’re just starting can be difficult. Fortunately, a simple formula can help you craft effective copy quickly and easily. This blog post will discuss the 6+1 copywriting formula and its elements.

We’ll also provide examples and tips to help you get the most out of this formula. So, if you’re looking for a foolproof way to write compelling copy, this blog post has you covered. Let’s get started!

What Is The 6+1 Copywriting Formula?

The 6+1 copywriting formula comprises six steps: context, attention, desire, the gap, solution, call to action, and the + 1 step is credibility. 

Developed by Danny Iny, this formula is similar to the before-after-bridge formula in a way. It paints a picture of what the reader’s life can be with the product or service in question. To this, the element, in the end, is credibility, and that is the ingredient that can make your copy work. 

How Does The 6+1 Copywriting Formula Work?

The 6+1 Copywriting Formula

Let’s see how each step of the 6+1 copywriting framework works,

Step 1: Context

You need to provide context before getting the reader’s attention. In a way, you have to answer the most basic question in the reader’s mind: who you are and why you are talking to the reader. As you already know, in marketing, the aim is to get the reader’s attention, but if you start off by providing the context, you will automatically outshine the crowd. When the context is in place, they will be more takers for your copy. So, you have to be strong with your context, which is why the target audience sees your copy. To get a better perspective, think this way: if you are writing an ad copy for a magazine, then the context here would be the theme of that publication.

Step 2: Attention

After you have the context in place, it is now time to get the audience’s attention. You can do this by ensuring that the headline is eye-catching. This is because that is the first thing the reader will see in your copy. If you can successfully captivate the reader here, chances are high that they will read further. So, you have to get the reader’s attention, hold it, and then move on to the next step. 

Step 3: Desire

Creating a desire is the next step. The attention span is just about 15 seconds long, and you have only that much time to build a desire in the audience’s mind. The urge has to be so strong that they keep reading your copy. The opening has to have a hook that gets the reader’s attention, mentioning what they are experiencing and what they want. Once they can relate to it and desire what you offer, they can move on to the description part of your copy.

Step 4: The Gap

Once you have the reader’s attention and desire to know about your product or service, it is time to convince them to act. You can tell them what will happen if they are inactive and ignore the problem. The name of this process is establishing the gap. It basically means that if nothing changes, what the outcome could be. You can use emotions here and show the prospect that not taking action can have scary results.

Step 5: Solution

At this point, you must provide the solution to the reader because you now have them interested in you. Do you have to tell them there is a solution for the problem they are facing and assure them that it will work. You can avoid any extra details at this point.

Step 6: Call to Action

The last step is to provide a clear CTA so that the audience knows what to do once they finish reading your copy. Again, ensure that you provide only a few options here because you will only confuse the reader, and no action will take place. Also, be specific with the CTA and tell them what you want the audience to do.

Credibility: The Extra Step

Credibility is the extra step that is a  part of the 6 + 1 copywriting formula. You have to build credibility because if the reader doesn’t believe in you, they will not take the desired action. So, you have to show the reader that you do understand their situation and show them that you are worthy and are in a position to provide a solution. Make sure you use common sense here, provide social proof, and give up games of your expertise in the field. You can also make use of guarantees and warranties to make it look less risky using this step in the copy; it isn’t a separate step. It has to be a part of your entire copy so you can add it in between. 

Why Is The 6+1 Copywriting Formula Effective?

The 6+1 formula is much better than AIDA because it lets you build credibility and pose as an authority in front of the reader. You may still use AIDA for this purpose, but the 6 + 1 formula is way better. It will help you increase conversions, especially if you are a beginner in copywriting. Going the extra mile will only help you improve your ability to persuade the audience to take action.

Example Of The 6+1 Copywriting Formula 

Here is an example of the 6+1 copywriting formula in action,

Example Of The 6+1 Copywriting Formula 

As you can see, each sentence follows the 6 steps of the formula: providing the context, getting the reader’s attention, building desire, showing the gap, providing the solution, and mentioning CTA. As you can see, there is an element of credibility throughout the text.

Top Copywriting Formulas That Work

Here are the top copywriting formulas that are quite effective in churning compelling copies faster,

1. AIDA Formula

The AIDA copywriting formula is a popular tool used by copywriters to create effective marketing messages. AIDA stands for Attention, Interest, Desire, and Action and helps structure a message’s content to get the reader to take action. 

The Attention phase is the initial step, where the writer captures the reader’s attention with a headline or other eye-catching element. 

The Interest phase follows, where the writer expands on the headline and provides more detail. The Desire phase is where the writer builds on the previous two stages and works to convince the reader of the product’s or service’s benefits.

Finally, the Action phase is where the writer urges the reader to take some kind of action, such as purchasing a product or signing up for a service. 

By using the AIDA formula, writers can create compelling messages that drive results.

2. BAB Formula

The Before-After-Bridge copywriting formula is a powerful tool for writing persuasive copy. It is a three-step process that helps capture your reader’s attention, explain your offering’s benefits, and make a clear call to action. The first step of the formula is to establish the “before,” which is the problem that your product or service can solve. This gives your reader a sense of life before they found your product. The second step is the “after,” which explains how your product or service can help them achieve their goals. This creates a sense of urgency and encourages them to take action. The final step is the “bridge,” which is the transition between the before and after. It should explain exactly how your product or service can help them to bridge the gap between their current situation and their desired outcome. When used correctly, this formula can be an effective way to write persuasive copy.

3. FAB Formula

The Features-Advantages-Benefits (FAB) copywriting formula is a powerful tool for creating a persuasive copy. The FAB formula is based on the idea that features describe what your product or service does, advantages explain how it can help the customer, and benefits explain why it is worthwhile to the customer. To use the FAB formula:

  • Start by listing the features of your product or service.
  • Explain how those features can help the customer or what advantages they offer.
  • Explain why those advantages are beneficial to the customer.

By focusing on the customer’s needs, you can create persuasive copy that will convince them to take action.

4. PAS Formula

The Problem-Agitate-Solve (PAS) copywriting formula is a powerful tool for crafting persuasive copy that resonates with your target audience. The formula works like this: First, you identify a problem that your target audience is facing. Then, you “agitate” the problem by emphasizing its seriousness and outlining the potential consequences of not addressing the problem. Finally, you provide a solution to the problem, outlining how your product or service can help. The PAS formula effectively engages readers, builds trust, and encourages them to take action. You can boost conversions and drive more sales by crafting persuasive copy that resonates with your audience and provides a clear solution to their problems.

Start Using the 6+1 Copywriting Formula To Convince Readers To Take Action

The 6+1 copywriting formula is invaluable for any marketer or copywriter who wants to create a high-converting copy & improve copywriting skills. By following the formula and focusing on the six key elements, you can craft compelling copy that resonates with your audience and encourages them to take action. Remember that the formula is just a starting point; how you implement each element will depend on the specific campaign you are running. However, with practice, the 6+1 copywriting formula will become second nature, allowing you to create persuasive copy quickly and easily. Don’t forget to thank us once you start seeing results. 


1. What is the 6+1 copywriting formula?

The 6+1 copywriting formula comprises six steps: context, attention, desire, the gap, solution, call to action, and the + 1 step is credibility. In a way, this formula is similar to the before-after-bridge formula.

2. Who developed the 6+1 copywriting formula?

Danny Iny developed the 6+1 copywriting formula. It paints a picture of the reader’s life with the product or service in question with an element of credibility. Overall, you can use it to craft compelling copies.

3. What are the most popular copywriting formulas?

The AIDA formula (Attention-Interest-Desire-Action), BAB formula (Before-After-Bridge), FAB formula (Features-Advantages-Benefits) & PAS formula (Problem-Agitate-Solve) are the most commonly used copywriting formulas.