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| 1 | +# Copywriting Formulas |
| 2 | + |
| 3 | +25 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 |
| 69 | +python .claude/skills/design-system/scripts/search-slides.py "problem agitation" -d copy |
| 70 | + |
| 71 | +# Get emotion-appropriate formula |
| 72 | +python .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 | |
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