Copywriting is an essential skill for anyone looking to create effective marketing content. It can be tricky to get the balance right between being informative and interesting, but there is a simple formula that can help you create a compelling copy every time. 

This blog post will explore the 1-2-3-4 copywriting formula and how you can use it to craft compelling content. We’ll look at each step, how to use it in practice, and when to use it. By the end, you’ll better understand the formula and how to use it to create a powerful copy. 

So let’s dive in and explore the 1-2-3-4 Copywriting Formula. But first, let’s brush up on the basics.

What Are Copywriting Formulas?

Copywriting formulas are essential tools for any copywriter. They are frameworks that provide structure and guidance when crafting persuasive copy. Each formula rests on the proven principles of persuasion, and they can help copywriters create effective pieces that reach their target audience. 

Popular copywriting formulas include the AIDA formula, which stands for Attention, Interest, Desire, and Action and the PAS formula stands for Problem, Agitate, Solve. There are also formulas specifically for headlines and persuasive calls to action. Copywriting formulas are invaluable tools for any copywriter looking to create persuasive copy that resonates with their readers.

What Is The 1-2-3-4 Copywriting Formula?

According to the 1-2-3-4 copywriting formula, you have to include the following four elements in your copy as a copywriter:

  • What I’ve got for you
  • What it’s going to do for you
  • Who am I?
  • What you need to do next

By covering the 4 questions above, you can include everything necessary in your copy. Let’s understand this in detail ahead. 

How Does The 1-2-3-4 Copywriting Formula Work?

The 1-2-3-4 Copywriting Formula

Every step in the 1-2-3-4 formula refers to something every prospective customer would want to understand before converting. It is similar to pieces of a jigsaw puzzle because even if one is missing, you cannot complete the picture. The 1-2-3-4 formula is more of a guide rather than a formula that helps you create a copy with the perfect structure. It would be better to include all the steps in order.

1 – What I have got for you

It is impossible to sell if you don’t tell them what you are offering. You must tell the target audience what you are providing at this stage. A short description of your product or service is sufficient in this step. The remaining steps in the guide will take care of the rest.

2 –  What the product or service will do for you 

In this step, you have to reveal the benefits and features of your offering. Though benefits and features are different, you can link them. Also, most purchase decisions rest on emotions, so it is better to focus on benefits instead of features. Enable the target audience to imagine how your product or service can improve their lives and help them achieve their goals.

3 – Who I am

This step is essential, especially when you are selling to new customers. You have to show that you are trustworthy and have expertise in your field. Try to add some information related to yourself in this step. Apart from expertise, you must be relatable enough to the audience.

4 –  What to do next

After specifying what you are dealing with and what you can do for the target audience and mentioning who you are, you have to provide a call to action no matter how well you execute the previous steps. The CTA is crucial because potential customers will not know what to do without it. So, you must tell them what course of action they should take to convert. Make sure that the CTA is clear and straightforward.

When To Use The 1-2-3-4 Formula?

As you already saw, the 1-2-3-4 formula is more of a guideline or what you should include in your copy to convert effectively. You can use it for blog posts, web page copies and much more because it will help ensure that you provide everything your customers need to convert. This formula works more effectively when you have a personal story to narrate about the product or service in concern. 

An Example Of The 1-2-3-4 Formula In Action

A good example of the 1234 formula is Stephanie Rose’s Garden therapy blog. The blog talks about wellness with the help of gardening, along with her own story woven into it. In the blog, she talks about what she is offering along with tips on gardening, the benefits and how it can be. She tries to make what she is providing look more appealing. As she has personally used the products she is talking about, which have worked well for her, she wants the readers to enjoy similar benefits. The formula works well when the steps support each other. 

The Most Popular Copywriting Formulas

Here’s a list of the popular copywriting formulas that most writers prefer using,

1. AIDA Formula

The AIDA copywriting formula is a framework used by copywriters to craft compelling sales copy. AIDA stands for Attention, Interest, Desire, and Action. When writing copy, you should use this formula to ensure your message is engaging and easier for readers to follow. 

You should use an eye-catching headline or an interesting opening sentence to gain attention. Then, follow this with content that captures the reader’s interest, making them want to learn more. 

Next, build a desire for the product or service you are promoting by demonstrating its value and benefits. Finally, you should create a call to action for your readers, creating a sense of urgency and motivating them to take action. 

By using this formula, you’ll be able to write persuasive copy that entices readers to take action.

2. BAB Formula

The BAB Before-After-Bridge copywriting formula is an effective marketing tool used to create a narrative within an advertising or marketing message. The “before” portion describes the customer’s current state and their pain point, the “after” portion describes the desired outcome and a world without the problem, and the “bridge” portion explains how the product or service can help the customer get from the “before” to the “after” state. This formula helps to create a persuasive and compelling message tailored to the target audience. It presents a clear path to success and motivates the customer to take action and purchase the product or service. The Before-After-Bridge copywriting formula effectively and efficiently communicates a message that resonates with the audience and drives conversions.

3. PAS Formula

The PAS Problem-Agitate-Solve formula is a copywriting technique used to engage readers and persuade them to take action. It involves three key steps: identifying a problem, agitating it, and providing a solution. In the first step, the writer identifies a problem the reader will likely face. The second step is to “agitate” the problem by emphasizing how bad it is and how it affects the reader. Finally, the writer provides a solution that will solve the problem and make the reader’s life better in some way. By using this formula, copywriters can craft compelling, persuasive, and convincing copy.

4. The 4 P’s

The Picture, Promise, Prove, Push (PPPP) copywriting formula is an effective way to craft compelling copy that captures the reader’s attention and encourages them to perform the desired action. The formula is simple: first, you paint a picture of what the reader could have if they take the desired action. Then, you promise what they can expect if they do. Third, you provide evidence to prove that the promise is legitimate. Finally, you make a call to action, or “push,” that encourages the reader to take the desired action. You can use this formula to create effective sales copy, blog posts, emails, and more. It is a great tool for any copywriter looking to craft persuasive and engaging copy that drives results.

Start Using The 1-2-3-4 Copywriting Formula To Simply Your Job

The 1-2-3-4 copywriting formula is a powerful tool that can help create compelling copy. By breaking down your message into four distinct parts, you can easily craft a compelling story that captivates your audience and moves them to take action. With some practice, you can master this formula and use it to create a captivating and persuasive copy. So, if you’re looking for a way to take your writing to the next level, consider giving the 1-2-3-4 copywriting formula a try. You’ll be amazed at how quickly your writing can improve! Don’t forget to thank us when you start seeing results. 


1. What Is The 1-2-3-4 Copywriting Formula?

According to the 1-2-3-4 copywriting formula, you have to include the following four elements in your copy as a copywriter: What I’ve got for you, What it’s going to do for you, Who am I?, What you need to do next.

2. When should you use the 1-2-3-4 copywriting formula?

You can the formula for blog posts, web page copies & much more because it will help ensure that you provide everything your customers need to convert. It works more effectively when you have a personal story to narrate about the product or service in concern. 

3. What are the most popular copywriting formulas?

The most commonly used copywriting formulas include AIDA (Attention-Interest-Desire-Action), BAB (Before-After-Bridge), PAS (Problem-Agitate-Solve formula), The Picture, Promise, Prove, Push (PPPP).