Do you know a well-written copy draws 7.8 times more traffic to your website?

However, crafting compelling, persuasive copy can be difficult, especially if you don’t have much experience in the world of copywriting. Does that mean there’s no way out? Well no! You can use preset formulas to write copies, and that’s where the IDCA copywriting formula comes into the picture. In this article, we’ll explain what the IDCA copywriting formula is about, how it works, and why it’s so effective, along with an example. 

But first, let’s brush up on the basics, shall we? 

What Are Copywriting Formulas?

Copywriting formulas are techniques used to craft persuasive marketing messages. You can use these formulas to write product descriptions, website copy, social media posts, and more. Common copywriting formulas include AIDA (attention, interest, desire, action), PAS (problem, agitate, solve), and BAB (Before-After-Bridge).

Each formula provides a structure for creating persuasive messages that drive readers to take action. Copywriting formulas can help writers quickly create compelling content without having to start from scratch every time. They also help maintain consistency in writing and messaging across different channels and platforms. Whether you are a novice writer or a seasoned professional, copywriting formula can help you craft effective marketing messages.

Why Are Copywriting Formulas Important?

Here’s why you need copywriting formulas:

  • They help craft compelling copy that resonates with readers. 
  • They help copywriters save time, providing a framework for quickly creating content that follows a logical flow and structure. 
  • They also ensure that all of the necessary elements of good copywriting are included—such as a headline, call-to-action, and supporting evidence—so that readers have all the information they need to make an informed decision.

In short, copywriting formulas are powerful frameworks for creating persuasive and impactful copy that will engage readers and motivate them to take action.

What Is The IDCA Copywriting Formula?

The Interest-Desire-Conviction-Action (IDCA) copywriting formula is a powerful tool for creating persuasive copy. 

It follows a simple four-step process that begins with gaining the reader’s interest and ends with motivating them to take action. 

  • The first step is to gain the reader’s interest. 
  • The second step is to create desire in the reader’s mind.
  • The third step is to create conviction.  
  • The fourth step is to motivate the reader to take action.

Most often, this formula is the best for “why” posts. 

By following this formula, you can create persuasive copy that will inspire your readers to take the desired action.

How Does The IDCA Copywriting Formula Work?

The IDCA Copywriting Formula

The IDCA copywriting formula is powerful for creating compelling copy. It stands for Interest, Desire, Conviction, and Action, and each of these steps help craft a compelling message that will inspire readers to take action. 

Interest – The first step is to capture the reader’s interest by introducing a problem or challenge that they can relate to.

Desire – Next, you should provide solutions to help them overcome their problem and create a desire for the product or service you’re promoting by highlighting its benefits and advantages. 

Conviction – You then have to convince the reader that you are offering the best solution to their problem by providing evidence such as reviews & testimonials. 

Action – Lastly, you call the reader to action by giving them a clear and easy way to take the next step. 

By following this formula, you should be able to craft compelling copy that will lead to more sales and conversions.

Example Of The IDCA Copywriting Formula In Action

Example Of The IDCA Copywriting Formula In Action

Source: Lead Magnets: A Comprehensive List of 50 Lead Magnet Examples to Grow Your Email List by Nathan Ojaokomo

As you can see in the example above, the copy moves from one stage to the next with each sentence. It starts with getting the reader interested with an interesting opening line and moves towards building desire and reassuring the reader with a CTA at the end. 

Top Copywriting Formulas That Work

Here are the most widely used formulas in copywriting,

1. AIDA copywriting formula

Writers and marketers use the AIDA copywriting formula to create effective and persuasive copy. The acronym stands for Attention, Interest, Desire, and Action. The formula helps writers create copy that will capture the reader’s attention, draw them in, create a desire for the product or service being offered, and encourage them to take action. This formula is the best for advertising and marketing materials such as brochures, web pages, and emails. You can use it in sales letters and other copywriting projects. A well-crafted message using the AIDA formula will capture the reader’s interest and move them to take action.

2. BAB copywriting formula

The Before-After-Bridge copywriting formula is a simple yet effective way to craft persuasive copy. It follows three steps: before, after, and bridge. The Before section sets the stage by establishing the context and the problem that needs to be solved. The After section then presents the solution and paints a picture of what life will be like after the problem gets solved. Finally, the Bridge section connects the Before and After sections, explaining why the reader should choose the solution. The Before-After-Bridge formula is great for making a copy that is engaging, persuasive, and memorable. It is also versatile enough for anything from website copy to email campaigns to sales letters.

3. PAS copywriting formula

The problem-agitate-solve (PAS) copywriting formula is a popular tool for creating effective marketing materials. The idea of this formula is that the best way to influence people is first to identify a problem or challenge they are facing, then to agitate and stir up emotions around that problem, and finally to offer a solution.

The first step is to identify the problem that your potential customers are facing. This could be anything from a lack of time, money, or resources to difficulty in accomplishing a task. Once you have identified the problem, it is essential to agitate and stir emotions around it. You can do this through vivid descriptions, stories, or statistics showing the seriousness of the issue. Finally, you will offer a solution to the problem. This could be your product or service, but it could also be something else, such as advice or a guide. 

The goal is to show your potential customers that you understand their problems and have a way to solve it.

4. The 4 P’s copywriting formula

The Promise-Picture-Proof-Push (4P) copywriting formula is a powerful tool for crafting persuasive copy that captures readers’ attention and inspires them to take action. It starts with a promise, which outlines a product’s or service’s benefits and gives readers a reason to continue reading. The picture then paints a vivid image of the end result if they take the desired action. Next, the proof provides evidence to back up the claims made in the promise, such as customer testimonies or data from studies. Finally, the push encourages readers to act by making a strong call to action. If used correctly, the 4P formula can help you write compelling copy that resonates with your audience and drives results.

Get Ready To Use The IDCA Copywriting Formula! 

The IDCA Copywriting Formula is a powerful tool for creating effective and engaging copy. By understanding the four components – Interest, Desire, Conviction, and Action – copywriters can create persuasive copy that resonates with their audience and encourages them to take action. As a successful copywriter, you should be familiar with this formula and use it to craft your copy. Moreover, you can use the IDCA Formula and other writing techniques, such as storytelling and humor, to create compelling copy that engages readers and motivates them to take action.


1. What does IDCA stand for in copywriting?

The IDCA copywriting formula has 4 steps – Interest-Desire-Conviction-Action. It is a powerful tool for creating a persuasive copy faster without having to reinvent the wheel every time.

2. How does the IDCA copywriting formula work?

It follows a simple four-step process that begins with gaining the reader’s interest and ends with motivating them to take action. The first step is to gain the reader’s interest, followed by creating desire, building conviction and motivating the reader to take action.

3. What are the most commonly used copywriting formulas?

The most common copywriting formula copywriters use most often are AIDA (Attention-Interest-Desire-Action, PAS (Problem-Agitate-Solve) and BAB (Before-After-Bridge). They help write a compelling copy easily.