# Copywriting Formulas

25 formulas for persuasive slide copy.

## Core Formulas

### PAS (Problem-Agitate-Solution)

**Use:** Problem slides, pain points
**Components:** Problem → Agitate → Solution
**Template:** "[Pain point]? Every [time frame], [consequence]. [Solution] fixes this."

### AIDA (Attention-Interest-Desire-Action)

**Use:** CTAs, closing slides
**Components:** Attention → Interest → Desire → Action
**Template:** "[Bold statement]. [Benefit detail]. [Social proof]. [CTA]."

### FAB (Features-Advantages-Benefits)

**Use:** Feature slides, product showcases
**Components:** Feature → Advantage → Benefit
**Template:** "[Feature] lets you [advantage], so you can [benefit]."

### Cost of Inaction

**Use:** Agitation slides, urgency
**Components:** Status Quo → Loss → Time Decay
**Template:** "Without [solution], you're losing [amount] every [timeframe]."

### Before-After-Bridge

**Use:** Transformation slides, case studies
**Components:** Before → After → Bridge
**Template:** "[Pain point before]. [Desired state after]. [Your solution] is the bridge."

## Formula-to-Slide Mapping

| Slide Type   | Primary Formula  | Emotion     |
| ------------ | ---------------- | ----------- |
| Title/Hook   | AIDA, Hook       | curiosity   |
| Problem      | PAS, Agitate     | frustration |
| Cost/Risk    | Cost of Inaction | fear        |
| Solution     | FAB, BAB         | hope        |
| Features     | FAB              | confidence  |
| Traction     | Proof Stack      | trust       |
| Social Proof | Testimonial      | trust       |
| Pricing      | Value Stack      | confidence  |
| CTA          | AIDA, Urgency    | urgency     |

## Headline Patterns

### Power Words

- "Stop [bad thing]"
- "Get [desired result] in [timeframe]"
- "The [adjective] way to [action]"
- "Why [audience] choose [product]"
- "[Number] ways to [achieve goal]"

### Contrast Patterns

- "[Old way] is dead. Meet [new way]."
- "Don't [bad action]. Instead, [good action]."
- "From [pain point] to [benefit]."

### Social Proof Patterns

- "[Number]+ [users/companies] trust [product]"
- "Join [notable company] and [notable company]"
- "As seen in [publication]"

## Search Commands

```bash
# Find formula for slide type
python .claude/skills/design-system/scripts/search-slides.py "problem agitation" -d copy

# Get emotion-appropriate formula
python .claude/skills/design-system/scripts/search-slides.py "urgency cta" -d copy
```

## Quick Reference

| Need           | Use Formula                |
| -------------- | -------------------------- |
| Create urgency | Cost of Inaction, Scarcity |
| Build trust    | Social Proof, Testimonial  |
| Show value     | FAB, Value Stack           |
| Drive action   | AIDA, CTA                  |
| Tell story     | BAB, Story Arc             |
| Present data   | Proof Stack                |