Why Following Formulas Hurts Your Copy (And When They Help)
You learned AIDA. Then PAS. Then PASTOR, FAB, BAB, and a dozen others.
You diligently plug your copy into these frameworks. Attention, Interest, Desire, Action. Problem, Agitation, Solution. Every piece follows a formula.
And yet your copy feels… robotic. Predictable. Like everyone else’s.
Here’s the dirty secret about copywriting formulas: they’re training wheels, not destinations. Rely on them too long, and they’ll hold you back.
How Formula Dependency Hurts Copy
It Kills Voice
When you write to a formula, the formula’s voice dominates. AIDA copy sounds like AIDA copy. PAS copy sounds like PAS copy. Your unique perspective gets squeezed out.
Great copy has personality. Formulas don’t.
It Creates Predictability
Readers have seen formula copy before. They can feel the structure: “Oh, here comes the agitation… now the solution… now the CTA.”
Predictable copy is easy to ignore. Surprise is what earns attention.
It Ignores Context
Formulas assume one-size-fits-all. But your audience, offer, and situation are specific. A formula designed for direct mail might not work for your Instagram ad. A structure built for cold audiences might fall flat with warm leads.
Context should shape structure, not the other way around.
It Replaces Thinking
The biggest danger: formulas become a substitute for understanding. Instead of asking “What does this audience need to hear?” you ask “Which formula should I use?”
Formulas answer the wrong question.
Why Formulas Exist (And Why They’re Seductive)
They Reduce Uncertainty
Writing copy is hard. Facing a blank page with infinite possibilities is overwhelming. Formulas provide a roadmap: start here, go there, end here.
That certainty is comforting. But comfort and effectiveness aren’t the same thing.
They Promise Expertise Without Understanding
“Just follow AIDA and your copy will convert!” It’s an attractive promise. You can sound like an expert by memorizing acronyms rather than understanding principles.
But copywriting expertise isn’t about memorizing structures. It’s about understanding people.
They’re Easy to Teach
Formulas are teachable. You can explain AIDA in five minutes. You can’t explain deep audience empathy in five minutes.
So courses teach formulas. And students think formulas are the point.
They’re not.
The Principle Behind Every Formula
Here’s what formulas are actually trying to do:
- Get attention (because ignored copy doesn’t convert)
- Build interest (because bored readers leave)
- Create desire (because indifferent people don’t buy)
- Inspire action (because nothing happens without action)
Sound familiar? That’s because every formula is trying to accomplish the same thing. AIDA, PAS, PASTOR—they’re all attempts to codify this basic sequence.
The sequence matters. The specific formula doesn’t.
A Better Way to Use Formulas
Use Them to Start, Not to Finish
When you’re stuck, formulas break inertia. They give you something to put on the page.
But once the draft exists, forget the formula. Revise based on what the piece needs, not what the structure dictates.
The process:
- Use a formula to create a rough draft
- Read the draft as a human, not a copywriter
- Revise based on what feels right—even if it breaks the formula
- Test and iterate based on results
Use Them as Checklists, Not Blueprints
Instead of “I must follow PAS exactly,” try “Have I identified a problem? Have I agitated it? Have I presented a solution?”
The checklist ensures you haven’t missed anything obvious. The execution is still yours.
Learn Multiple Formulas, Then Forget Them
Study AIDA, PAS, PASTOR, FAB, and every other framework. Understand what each emphasizes and why.
Then forget them. Let the principles internalize. When you write, you’ll naturally hit the right beats without consciously following a structure.
This is how musicians learn: study theory rigorously, then play from feel.
What to Do Instead of Following Formulas
Start With the Audience, Not the Structure
Before you pick a formula, ask:
- Who is this person?
- What do they know already?
- What do they feel right now?
- What do they need to believe to take action?
- What objections will they raise?
The answers will suggest a structure organically.
Let the Message Shape the Structure
Some messages need a story. Some need a logical argument. Some need a simple, direct pitch. Some need extensive proof.
The structure should serve the message—not the other way around.
If your offer is simple and your audience is warm, AIDA might overcomplicate things. If your offer is complex and your audience is skeptical, PAS might be too thin.
Match the structure to the need.
Trust Your Instincts
If something feels forced, it probably is. If the formula is fighting your message, the formula should lose.
You know more than you think. You’ve read thousands of pieces of marketing. You’ve been persuaded and turned off countless times. That experience is data. Use it.
Test the Results, Not the Adherence
The goal isn’t “did I follow the formula?” It’s “did it convert?”
A piece that breaks every rule but gets results is better than a formulaic piece that falls flat. Results are the only judge.
When Formulas Actually Help
Formulas aren’t useless. They’re useful in specific situations:
When You’re Learning
Beginners need frameworks. Formulas provide structure while you develop intuition. It’s better to write formula copy than to write nothing.
Just don’t stay there.
When You’re Under Time Pressure
Sometimes you need copy fast. Formulas speed up the process. They’re not optimal, but they’re efficient.
For high-stakes copy, invest the time to go beyond formulas. For quick, low-stakes pieces, formulas are fine.
When the Situation is Generic
Some copy really is routine. Standard email sequences, basic landing pages, simple ads. For commodity copy, formula efficiency makes sense.
But if the work matters, the formula isn’t enough.
As Part of a Team Process
Formulas create shared language. When collaborating with clients or team members, frameworks like AIDA provide common reference points.
Just don’t let the framework override good judgment.
The Evolution of a Copywriter
Here’s the typical journey:
Stage 1: No formulas You write intuitively. Sometimes it works, often it doesn’t. You don’t know why.
Stage 2: Formula dependency You discover frameworks. Everything goes through AIDA or PAS. Your copy improves but feels mechanical.
Stage 3: Formula transcendence You’ve internalized the principles. Formulas are tools you can use when needed, not crutches you depend on. Your best work doesn’t follow any formula—it just flows.
Most copywriters get stuck at Stage 2. They mistake the formula for the skill.
The skill is understanding people. Formulas are just one way to structure that understanding.
The Real Skill Underneath
What formulas are trying to teach (badly):
- Empathy: Understanding what your reader feels and needs
- Clarity: Saying things simply and directly
- Logic: Building a case that makes sense
- Emotion: Creating feeling, not just information
- Action: Moving people to do something
Master these, and you’ll never need a formula again. You’ll create structure naturally because you understand what effective communication requires.
The Bottom Line
Formulas hurt your copy when:
- They replace thinking
- They create predictability
- They squeeze out your voice
- They ignore context
Formulas help when:
- You’re learning
- You need speed
- The work is routine
- You need shared language
The goal: internalize principles so deeply that formulas become unnecessary. Write from understanding, not from templates.
That’s when your copy becomes truly effective.
Related Reading
- Why Best Practices Don’t Convert — Beyond conventional wisdom
- AIDA Copywriting Formula — Understanding the classic framework
- PAS Copywriting Formula — Problem-Agitate-Solve explained
Ready to go beyond formulas? See the Blogs That Sell system—the principles that make copy work, not just the structures.
Or start with the free training for the core principles.
About the Author
John Fawkes is a veteran copywriter with over 15 years of experience helping businesses turn attention into action through clear, persuasive writing. He writes about copy, psychology, and what actually moves people to buy.
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