Whether you’re building a new table, driving to a new destination or writing content for your business, everything is easier with instructions to follow. And this is why I wanted to introduce you to 2 very simple formulas that act as instructions to help you write content your ideal client will have to notice.

The formulas we will look at today were created way back, yet they are so powerful; they are still very relevant in today’s writing world and are still used by copy and content writers and marketers worldwide. They provide a roadmap to structuring your writing and make writing faster. Saving you time trying to figure out where to even start.

So, let’s look at these formulas in more detail and some examples of using them.



First, we’ll start with PAS, which is the easiest to remember. 

So, let’s break each section down.



For this formula or any marketing to work well, you must clearly understand your ICA (ideal client avatar). You need to know precisely what problem, or problems, they are facing right now. What keeps them awake at night?

The more clearly you can articulate the problem they have, the more you show you understand them and their issues and the more your content will jump out at them and make them say, “Wow, this was written for me.” – that’s how you stop someone scrolling and immediately start to build trust.



Now it’s time to stir things up a bit. You’ve shown that you understand their problem. Now you need to make the reader feel. Make it more emotional; pour salt onto the wound. However, don’t let your reader dwell on the problem. After all, you’re about to give them a way out.



BOOM, this is where you jump in and save the day with your perfect solution

Pro Tip – Now is an excellent time for social proof. A short testimonial or a couple of quotes from previous clients.

Now, let’s have a look at some PAS formulas in action:


The Business Coach Ad

P: We’ve all been there—that feeling of being stuck. Your business has a lovely client base, you treat them well, and they enjoy working with you. However, you know you need more clients, but you don’t know where to start.

A: You feel overwhelmed by the vast amount of online information about lead generation and worried that if you don’t grow your client base, you’ll eventually see a downturn in income. On top of all that, you actually need to run your business.

S: It sucks feeling this way; after all, you started your business to do what you love. So let’s sort it out. My 1-hour lead gen strategy session will help you discover the tactics that will work FOR YOU. Tactics you can quickly implement today without causing you hours of additional work or icky sales calls. My strategy session is about giving you the maximum return for your efforts while loving what you do!


The Fitness Coach Post

P: Lockdown leave you with a few extra pounds you’re struggling to lose?

A: You feel less confident, and with Christmas coming up fast, you want to feel your best in your party dress.

S: My personalised, online fitness sessions can help. Drop me a DM for more info



The next formula we’re going to look at is AIDA. As before, let’s break each section down…



Like a good headline, your opening should immediately capture your ICA’s attention. This is often the first introduction of your brand or service; interest is also captured with images, graphics or video.



This is the most difficult of all the AIDA stages. After all, on average, people have 9 seconds of attention when online, so keeping interest is vital here. When writing this section, keep in mind WIIFM (what’s in it for me). You need to make your ICA see why your service is the one they need. Use the problem you solve to ensure your messaging is targeted.



It’s not enough to generate interest. You need to make your ICA see why they need your service. Or, if it’s not a service they need, make them want it. Like the agitate stage of PAS, use emotion to make your ICA feel. This is also an excellent place to highlight why your service should be chosen over competitors. 



This is arguably the easiest of each stage; however, you would be surprised at how many people miss it. It may seem obvious that someone should call/email/download something, but people like having clear direction and being told what to do. So, always include a CTA (call to action) and clarify what you want the reader to do next.

Now, let’s have a look at some AIDA formulas in action:


The Relationship Coach

A: Awareness could be an image of a happy/unhappy couple

I: Talk about the benefits of a relationship coach, the types of interventions provided

D: Use emotion. Talk about how couples feel before and after coaching. Make the reader want the relationship you are promoting

A: Tell the reader what they need to do next to have their ideal relationship


The Life Coach

A: Do you feel at a crossroads in your life? Feel like you’re in a rut and don’t know how to move forward?

I: Life coaching can help… explain how

D: Use emotion to make the reader feel what it will be like to get out of the rut they are in

A: Tell the reader what they need to do next to make an appointment, book a discovery call, etc. 



Regardless of the formula, some common themes are present in both. So, remember:

  • You must have a crystal-clear understanding of your ICA and their pain points.
  • You should always use emotion to make your ICA feel what life will be like after using your service.
  • Always include a call to action.

As a Virtual Marketing Assistant specialising in content and copywriting, helping businesses attract and nurture their ideal clients to grow their sales lights me up. Drop me a message today if you need help identifying your perfect client, perfecting your messaging, or marketing your services.

You can also download my FREE guide to make SEO Easy, a handy desktop guide packed with quick and easy tips to get your business found online.


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