Marketing copywriting has had established formulas for decades — AIDA, PAS, FAB, BAB. They work because they are based on how the human mind functions when making purchasing decisions. Well-instructed AI can apply these formulas at a speed impossible for a human, generating dozens of correctly structured copy variants.
The classic formulas and how to use them with AI
AIDA (Attention, Interest, Desire, Action): capture attention, generate interest, create desire, call to action. It works especially well for adverts and landing pages.
Prompt for Claude: "Generate 5ad copy variants for [product] using the AIDA formula. For each variant: 1) Headline that captures attention, 2) Subheading that generates interest, 3) Body that creates desire with specific benefits, 4) Clear CTA. Keep each variant under 80 words."
PAS (Problem, Agitate, Solution): identify the problem, agitate it emotionally, present the solution. It works for prospecting emails and long blog posts.
FAB (Features, Advantages, Benefits): features, advantages, benefits. Works for product pages and catalogues.
BAB (Before, After, Bridge): before (current situation), after (desired situation), bridge (your solution). It works for case studies and commercial proposals.
What AI does better than humans
Volume: generate 20variants of each formula in minutes. Impossible manually.
Rigorous application of structure: AI follows the formula without deviating. A human copywriter sometimes goes off on a tangent.
Massive A/B testing: with 20variants generated, A/B testing identifies the winner with data rather than intuition.
What humans do best
Strategic insight: which formula to use for which audience and product. The AI applies the formula you ask for; the strategic decision is human.
Editing and refinement: the AI’s first draft is usually good but generic. The refinement that converts it into something excellent requires human editorial judgement.
Consistent brand voice: with well-chosen few-shot examples, the AI mimics the voice. But only a human detects when the output subtly drifts from it.