Staring at a blank page is a structure problem, not a talent problem

Professional copywriters almost never start from nothing. They start from a formula — a proven order for presenting information — and fill it in. The formula does the structural thinking so you can focus on the words.

This eight-page guide covers the five structures that carry most commercial copy, with a fill-in template under each one.

What is inside

AIDA — attention, interest, desire, action. The default for landing pages and ads.
PAS — problem, agitate, solution. The strongest structure when the reader already feels the pain.
BAB — before, after, bridge. Best for transformation offers where the outcome is the selling point.
FAB — features, advantages, benefits. The fix for product copy that lists specs and sells nothing.
The 4 Ps — promise, picture, proof, push. A complete long-form structure with evidence built into it.
A short section on choosing between them, plus which formula suits which awareness stage

Who this is for: freelancers, founders and marketers who can write clearly but freeze when they have to write something that has to sell.

Get the guide

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General marketing education only. No specific conversion rate, revenue or business outcome is promised or implied — results depend on your offer, audience and market.