Are you struggling to grab your audience’s
attention and hold it?
Look getting attention on social media is getting
harder and harder every day. Our audiences are
bombarded with content every single day.
Your audience’s attention span has been
decreasing. A 2015 study conducted by Microsoft
studied brain activity from 2,000 participants.
Using electroencephalograms (EEGs) Microsoft
found the average attention span has dropped
from 12 seconds to 8 seconds over the last two
Some have called this the Goldfish study… Why?
Because the average attention of a Goldfish is 9
So the big question is… How do we grab attention
and hold it?
Here are 5 copywriting formulas you can start
using today to grab your audience’s attention:
#1. Problem – Agitate – Solve
Identify a problem
Agitate the problem
Solve the problem
This is one of the most popular copywriting
formulas out there. You know you have seen it a
thousand times a day.
#2. Before – After – Bridge
Before – Here’s your before state…
After – This is your after state once the problem
Bridge – Here’s how to get there.
This is a great go-to formula for any Live Video
production or blog post. All you need to do is
describe your audience’s current state of being.
Then describe what their after state will be once
they have your solution. And lastly, tell them how
to get there using your solution.
#3. Features – Advantages – Benefits (FAB)
Features – What your product/service can do
Advantages – Why this is helpful
Benefits – What it means for the person reading
I’m sure you’ve heard this before, “You get this…
and it does this…what that means for you is…”
You are focusing on the benefits and what those
benefits mean to your audience.
#4 – Attention – Interest – Desire – Action
Attention – Grab attention
Interest – Interesting information
Desire – Describe the benefits and what that
means to your audience
Action – CTA (Call-To-Action)
AIDA is one of the most standard copywriting
formulas for most any type of marketing copy. It’s
been used for direct mail, television and radio,
sales pages, landing pages, and so much more.
Who hasn’t seen AIDA in action before in the
#5 – The 5 Basic Objections
1. I don’t have enough time.
2. I don’t have enough money.
3. It won’t work for me.
4. I don’t believe you.
5. I don’t need it.
If I were a betting man you audience has used one
of these five basic objections at some point.
Respond to these five basic objections in your
posts, videos, and Live Videos. The best way to do
this is through storyselling. You know… The
There are many more great copywriting formulas
you could use. But if you’re just starting out, I
suggest focusing on these 5, Master them and
then move on to others. You don’t have to
become a master copywriter overnight.
If you keep trying eventually you’ll run out of ways
to suck and you will actually be good!
The best way to get started is just to take the first
step. In your next post chose one of these
formulas and just get it done!