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 decades.

Some have called this the Goldfish study… Why?

Because the average attention of a Goldfish is 9 seconds.

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 is solved…

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 media?

#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, your 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 Epiphany Bridge!

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!

Ore Afolayan

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