1# Copywriting Formulas
2 
325 formulas for persuasive slide copy.
4 
5## Core Formulas
6 
7### PAS (Problem-Agitate-Solution)
8**Use:** Problem slides, pain points
9**Components:** Problem → Agitate → Solution
10**Template:** "[Pain point]? Every [time frame], [consequence]. [Solution] fixes this."
11 
12### AIDA (Attention-Interest-Desire-Action)
13**Use:** CTAs, closing slides
14**Components:** Attention → Interest → Desire → Action
15**Template:** "[Bold statement]. [Benefit detail]. [Social proof]. [CTA]."
16 
17### FAB (Features-Advantages-Benefits)
18**Use:** Feature slides, product showcases
19**Components:** Feature → Advantage → Benefit
20**Template:** "[Feature] lets you [advantage], so you can [benefit]."
21 
22### Cost of Inaction
23**Use:** Agitation slides, urgency
24**Components:** Status Quo → Loss → Time Decay
25**Template:** "Without [solution], you're losing [amount] every [timeframe]."
26 
27### Before-After-Bridge
28**Use:** Transformation slides, case studies
29**Components:** Before → After → Bridge
30**Template:** "[Pain point before]. [Desired state after]. [Your solution] is the bridge."
31 
32## Formula-to-Slide Mapping
33 
34| Slide Type | Primary Formula | Emotion |
35|------------|-----------------|---------|
36| Title/Hook | AIDA, Hook | curiosity |
37| Problem | PAS, Agitate | frustration |
38| Cost/Risk | Cost of Inaction | fear |
39| Solution | FAB, BAB | hope |
40| Features | FAB | confidence |
41| Traction | Proof Stack | trust |
42| Social Proof | Testimonial | trust |
43| Pricing | Value Stack | confidence |
44| CTA | AIDA, Urgency | urgency |
45 
46## Headline Patterns
47 
48### Power Words
49- "Stop [bad thing]"
50- "Get [desired result] in [timeframe]"
51- "The [adjective] way to [action]"
52- "Why [audience] choose [product]"
53- "[Number] ways to [achieve goal]"
54 
55### Contrast Patterns
56- "[Old way] is dead. Meet [new way]."
57- "Don't [bad action]. Instead, [good action]."
58- "From [pain point] to [benefit]."
59 
60### Social Proof Patterns
61- "[Number]+ [users/companies] trust [product]"
62- "Join [notable company] and [notable company]"
63- "As seen in [publication]"
64 
65## Search Commands
66 
67```bash
68# Find formula for slide type
69python .claude/skills/design-system/scripts/search-slides.py "problem agitation" -d copy
70 
71# Get emotion-appropriate formula
72python .claude/skills/design-system/scripts/search-slides.py "urgency cta" -d copy
73```
74 
75## Quick Reference
76 
77| Need | Use Formula |
78|------|------------|
79| Create urgency | Cost of Inaction, Scarcity |
80| Build trust | Social Proof, Testimonial |
81| Show value | FAB, Value Stack |
82| Drive action | AIDA, CTA |
83| Tell story | BAB, Story Arc |
84| Present data | Proof Stack |
85