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🗓️ Tuesday, 20^th Aug 2024

Hi, and welcome back to Growth Espresso - your one-stop destination for everything e-com.

Copywriting can make or break a conversion.

We all know that in the world of e-commerce, words aren’t just words—they’re powerful tools that can either open wallets or close browser tabs.

You’ve probably heard of a ton of copywriting formulas, each promising to be the secret sauce to skyrocketing your sales. But let’s be real—not all of them deliver on that promise. Some are great in theory but fail to capture the attention of your audience. Others might just overlap, offering more of the same when what you really need is something unique.

So, I did a little digging. I scoured top e-commerce websites to see which copywriting techniques were actually moving the needle. I was looking for content that was:

• Memorable

• Attention-grabbing

• Succinct

• Honest

After separating the wheat from the chaff, I’ve distilled it down to 5 proven copywriting frameworks that truly stand out. These aren’t just theoretical concepts; they’re real-life examples from brands that are nailing it.

Ready to see what made the cut? Let’s dive in.

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1. Problem-Agitate-Solve (PAS)

If you’re aiming to offer a solution to a pressing problem through your product or service, the Problem-Agitate-Solve (PAS) formula is a tried-and-true method that could work wonders for you.

Let’s see how this works in the real world with an example from Moom, a women’s health platform.

Moom Health: A Real-Life Example of PAS

Moom offers personalized supplements through a subscription service. Their “About” page is a perfect example of the PAS formula in action:

• Problem: They start by addressing the issue with one-size-fits-all solutions that don’t meet individual health needs.

• Agitate: They then emphasize the lack of accessible resources for those looking to explore alternative health options. This makes the audience think, “Yeah, that’s true—there really aren’t good options out there for me.”

• Solve: Moom wraps it up by presenting their subscription-based supplement program as the solution. It’s personalized, science-backed, and rooted in the principles of Ayurveda, which is both familiar and trustworthy for their target audience.

What’s impressive is that Moom accomplishes all of this in just two paragraphs. They quickly help potential customers understand what they offer and why it’s worth their time and money.

Pro Tip: When applying PAS, keep your problem statement concise to grab attention. Then, efficiently move into why your product or service is the perfect solution. The key is to agitate just enough to create a sense of urgency, but not so much that it overwhelms the reader.

2. Fan Dancer

As the name suggests, the Fan Dancer formula is all about hinting at an idea without revealing it outright. It’s a technique that draws the reader in, sparking curiosity and engagement by playing a bit of a tease.

Let’s look at a real-world example from Circles.Life, a Singapore-based telecommunications company that disrupted the market with its contract-free plans.

Circles.Life: An Example of the Fan Dancer Formula

When you land on Circles.Life’s homepage, you’re greeted by a cheeky email opt-in popup. What’s unique about this popup is how it dances around the typical language you’d expect, like “subscribe” or “sign up.” Instead, it uses playful and slightly cringe-worthy copy to grab your attention without being overly direct.

This approach makes you pause for a moment, which is exactly what you want your audience to do. The Fan Dancer formula keeps things light and engaging, enticing the reader to take action without feeling like they’re being sold to.

3. Attention-Interest-Desire-Action (AIDA)

Ah, AIDA—the classic copywriting formula that’s as reliable as your morning coffee, but way more fun. Whether you’re crafting a YouTube ad, writing a landing page, or whipping up an email newsletter, AIDA’s got your back.

Here’s the deal: Start by grabbing your audience’s attention. Be witty, snarky, or just plain weird—whatever it takes to make them stop scrolling. Next, pique their interest. Get them curious enough that they can’t help but want to know more about your brand. Now that they’re hooked, it’s time to create some desire. Make them want what you’re offering—badly. Finally, seal the deal with a clear call to action.

Take a cue from Happy Socks. Their product descriptions are so playfully written, you’ll find yourself chuckling—and then, before you know it, reaching for your wallet.

Whether they’re selling colorful socks or quirky masks, their copy is a masterclass in AIDA.

In both examples, the write-ups open with catchy and short one-liners to grab your attention, followed by the product name (e.g. socks or masks), and a description of what the product does to persuade you to make a purchase. 

4. ACCA

ACCA stands for awareness, comprehension, conviction, and action—a four-step tango that turns browsers into buyers.

Most copywriting formulas are all about spinning a better story, but ACCA flips the script by educating your audience first, then offering a solution that nudges them toward action.

Take Thinx, the period-proof underwear brand that found a way to solve a problem women didn’t even know they had. In a market flooded with pads, tampons, and cups, Thinx danced to its own beat by doing this:

• Awareness: “Hey, did you know period-proof underwear exists?” (Surprise!)

• Comprehension: “Here’s how it works,” they explain on their homepage and Instagram.

• Conviction: Now that you get it, they make you want it—showing diversity and practicality in their marketing.

• Action: You’re sold. Time to make a purchase.

Not sure how to get started with ACCA? No problem. Start with your product’s unique selling point, build on it like a Lego set, then simplify it for the average Joe. Lastly, sprinkle in your brand’s personality. Voilà! You’re ready to ACCA your way to success.

5. Inverted Triangle

The Inverted Triangle is like a no-nonsense friend who gets straight to the point. It’s all about putting the most important information up front and saving the extras for later.

Take Market Lane, a specialty coffee roastery in Melbourne, for example. They don’t just sell coffee beans—they sell the story behind those beans. Their product descriptions start with what really matters: how they source and roast their beans. Once they’ve hooked you with that, then they roll out the rest of the details.

This method isn’t just for news articles; it works wonders in marketing copy too. By leading with the key info, you cut through the fluff and give your readers exactly what they need to know—fast.