# 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 |
