Good copywriting skills are essential to persuade readers to take action, but all this can be intimidating for beginners. Fortunately, there is a simple formula to follow: the FACE copywriting formula. In this blog post, we’ll explain the FACE copywriting formula, how it works, and how you can use it to write compelling copy for your business. 

Whether you’re just getting started with copywriting or you’re looking for a refresher, this blog post will help you understand the FACE copywriting formula to help you become a better copywriter and create more compelling content for your business.

So, let’s begin!

What Is A Copywriting Formula?

A copywriting formula is a set of guidelines that helps writers craft compelling marketing copy. It’s a process that starts with understanding the target audience, the product or service in question, and the desired outcome. From there, the writer must choose the right words to create a message that will resonate with readers. 

The formula ensures that the copy is concise, persuasive, and appeals to the target audience. A typical copywriting formula includes the following:

  • An attention-grabbing headline.
  • A persuasive introduction.
  • A body of persuasive content.
  • A call to action.

By following this formula, writers can create compelling copy more likely to lead to conversions.

Why Are Copywriting Formulas Important?

Copywriting formulas are essential because they provide a structure and framework for creating an effective copy. Copywriting formulas can help ensure that your writing is clear, concise, and persuasive. They can also help you organize your copy to make it easier to read and understand. 

Copywriting formulas help guide you from start to finish, ensuring that you have all the necessary elements to create a successful copy. They also help save time by providing a template you can easily adapt for different situations and audiences. In short, copywriting formulas are essential for anyone who wants to write compelling copy faster.

What Is The FACE Copywriting Formula?

The Familiar, Audience, Cost, and Education (FACE) copywriting formula is a strategy used in copywriting to create persuasive and engaging copy. The formula consists of four steps: 

  • Familiarize the audience with the product or service.
  • Identify the target audience and their needs.
  • Outline the cost of taking action.
  • Educate the audience about the benefits of the product or service. 

By following this formula, copywriters can create persuasive copy that resonates with the target audience and encourages them to take action. This formula works for various marketing materials, from website copy to email campaigns.

How Does The FACE Copywriting Formula Work?

FACE Copywriting Formula

Here’s how the FACE copywriting formula works,

Familiar – In the first step, you have to familiarize the reader with you, and you can do that by reintroducing yourself.

Audience – In the next step, you have to segment your target audience to cater to their needs better.

Cost – At this point, allow the reader to understand what they will get by taking the desired action. 

Education – Finally, help your audience by educating them about your product or service’s benefits. This will help them take the next step. 

Top Copywriting Formulas That Work

Here are the most widely used copywriting formulas,

1. AIDA formula

The Attention-Interest-Desire-Action (AIDA) copywriting formula is a popular approach for creating a persuasive copy. It rests on the idea that copy needs to be structured in a particular way to be effective. The AIDA formula begins with getting the reader’s attention, followed by kindling their interest in the offered product or service. Once you evoke interest, the copy should then evoke a desire for the product or service. Finally, the copy should include a call to action that encourages the reader to take the desired action. By following this formula, copywriters can create persuasive and effective copy that leads to results.

2. PAS formula

The Problem-Agitate-Solve (PAS) copywriting formula is a simple yet powerful tool for creating a persuasive copy. It works by first identifying a problem your audience is facing, then agitating the problem to make it more real and relatable before finally offering a solution to the problem. You can use this formula to create compelling copy for websites, emails, blog posts, and other forms of marketing. It works because it acknowledges an audience’s pain points, making it easier to relate to them and encourage them to take action. The end result is effective, engaging copy that helps you build trust with your audience and encourages them to become customers.

3. BAB formula

The Before-After-Bridge (BAB) copywriting formula is a helpful tool for creating compelling copy that will help increase the sales of your product or service. In this formula, the “before” part of your copy should focus on setting the stage by introducing the problem that your product or service is addressing. The “after” section should focus on how the reader’s world will change for the better without the problem. Finally, the “bridge” connects the problem and the solution, showing how your product or service can make life better for the reader or customer. This formula is a great way to create persuasive copy that will capture the reader’s attention and persuade them to take action.

4. The 4 P’s formula

The picture-promise-prove-push copywriting formula is a tool that you can use to create effective marketing and sales copy. To use the formula, you first must paint a vivid picture of the product or service in the readers’ minds. Then, you can follow this with a clear promise of what they will get if they purchase the item. Next, you must provide evidence that the product or service will deliver on that promise. Finally, it would help if you pushed readers to take action, such as clicking a link or making a purchase. By following the formula, you can create powerful marketing and sales copy that resonates with readers and encourages them to take the desired action.

Start Writing Persuasive Copy With The FACE Copywriting Formula 

As you saw, the FACE copywriting formula is an excellent way to create compelling copy that resonates with your audience. Following the F – A – C – E framework ensures that your writing is clear, persuasive, and engaging. It can also help you identify areas where you could improve your copy, allowing you to tweak it until you get it just right. With practice, you’ll be able to use the FACE formula to craft a copy that captures the attention of your intended audience and gets them to take action. You’ll undoubtedly start seeing results, and when you do, don’t forget to thank us. 


1. What is the FACE copywriting formula?

The FACE copywriting formula has 4 steps that include familiarizing the audience with the product or service, identifying the target audience & their needs, outlining the cost of taking action, educating the audience about the benefits of the product or service. 

2. What is the FACE copywriting formula used for?

The FACE formula works for various marketing materials, from website copy to email campaigns. Using it, copywriters can create persuasive copy that resonates with the target audience and encourages them to take action.

3. What are the most commonly used copywriting formulas?

The most widely used copywriting formulas are Attention-Interest-Desire-Action (AIDA), Problem-Agitate-Solve (PAS), Before-After-Bridge (BAB) & the 4 P’s formula. They help write compelling copies.