Formulas: AIDA, PAS and before–after–bridge
🔒Join free to watch this video lessonFree account · takes 30 seconds · no card neededJoin free & watchAlready a member? Log inUse simple structures so your copy flows from attention to action every time.
In this lesson you’ll learn to
- I can write with AIDA
- I can write with PAS
- I can write with before–after–bridge
- I edit drafts to sound human
AIDA
Attention (headline) → Interest (why it matters to them) → Desire (benefits, proof, picture of the result) → Action (one clear next step). Great for landing pages and longer emails.
PAS
Problem → Agitate (show the cost of leaving it unsolved — honestly, without fear-mongering) → Solution. Great for short ads and cold emails.
Before–After–Bridge
Before: life with the problem. After: life once it is solved. Bridge: your product is how they get there. Great for social posts and video scripts.
Example (PAS, 45 words)
“Missing calls while you’re on a job? (Problem) Every missed call is a customer who rings the next plumber on Google. (Agitate) Our answering team
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