SaaS Marketers Need Copywriting Formulas. Yes, Even the Smart Ones!

Here’s a stat people love to throw around: humans have shorter attention spans than goldfish! Whether or not that’s true, one thing is certain. Your user isn’t reading every word of your landing page like it’s a Sunday novel. They’re scanning, judging, and deciding in seconds whether to stay or bounce. That’s where copywriting formulas make the difference. They’re not magic tricks or manipulative hacks. They’re frameworks. Proven patterns you can use when the blinking cursor is staring you down and you need to write copy that converts without wasting hours.

If you’re a founder or marketer in SaaS, you don’t just need words. You need clarity that cuts through jargon. You need hooks that get busy people to care. Most importantly, you need copy that makes someone say, “Yes, this solves my problem.” Let’s break down the seven copywriting formulas every SaaS marketer should have saved, starred, and tattooed on their notes app.

Formula 1: AIDA (Attention, Interest, Desire, Action)

The OG of copywriting formulas. AIDA is like the Swiss army knife of communication. It’s been around forever because it works. The idea is simple:

1. Attention – Grab it fast.

2. Interest – Hold it with something they care about.

3. Desire – Show them what’s in it for them.

4. Action – Tell them exactly what to do next.

Example:

• Attention: “Struggling to keep your team aligned across 17 different tools?”

• Interest: “Our platform centralizes project management, chat, and reporting in one place.”

• Desire: “No more lost files, endless email chains, or version confusion.”

• Action: “Start your free trial today.”

See how that walks a reader down the path instead of dropping them cold into a feature list? That’s AIDA doing its job.

Formula 2: PAS (Problem, Agitate, Solve)

PAS is direct and powerful because people buy solutions to problems, not fancy features. The steps go like this:

1. Problem – State the pain.

2. Agitate – Make them feel the cost of ignoring it.

3. Solve – Position your product as the fix.

Example:

• Problem: “Your customer churn rate is climbing.”

• Agitate: “Every customer you lose is revenue out the door, which means higher acquisition costs just to break even.”

• Solve: “Our retention platform identifies churn risks early and automates personalized campaigns to keep customers loyal.”

This works especially well in SaaS because churn, inefficiency, and tech overwhelm are near-universal pains.

Formula 3: FAB (Features, Advantages, Benefits)

Too many SaaS founders stop at features. But features are just the “what.” Advantages explain “how,” and benefits nail “why it matters.”

• Feature: “AI-powered keyword research.”

• Advantage: “Runs 10x faster than manual research.”

• Benefit: “Get content that ranks without wasting days guessing what keywords matter.”

This simple shift from features to benefits makes your copy customer-centered instead of company-centered.

Formula 4: The 4 Cs (Clear, Concise, Compelling, Credible)

When in doubt, run your copy through this test:

• Clear – Can a distracted reader instantly understand what you do?

• Concise – Did you cut the fluff?

• Compelling – Does it make them want to learn more?

• Credible – Are you backing claims with proof, like testimonials, case studies, or numbers?

Application:

Instead of writing, “We empower teams to reach peak productivity,” say something like, “3,400 teams use our workflow tool to finish projects 40% faster.” One is vague. The other is clear, concise, compelling, and credible.

Formula 5: Before-After-Bridge (BAB)

Another favorite in SaaS marketing because it paints a picture of transformation.

1. Before – Show their current pain.

2. After – Show a better future.

3. Bridge – Show how your product gets them there.

Example:

• Before: “Your support inbox is flooded, and customers wait days for answers.”

• After: “Tickets are resolved in minutes, and customers rave about your service.”

• Bridge: “Our AI support assistant routes and answers queries instantly.”

It’s a visual journey from chaos to relief. That’s storytelling embedded in copy.

Formula 6: The Golden Circle (Why, How, What)

Popularized by Simon Sinek, this formula focuses on the order of persuasion. Instead of starting with features, start with purpose.

• Why: Why do you exist?

• How: How does your product fulfill that mission?

• What: What exactly do you offer?

Example:

• Why: “We believe remote teams should feel just as connected as in-office teams.”

• How: “Our software brings collaboration, accountability, and camaraderie into one space.”

• What: “Project management, chat, and team rituals in one platform.”

This builds emotional resonance before you get into technicalities.

Formula 7: The 4 Ps (Picture, Promise, Proof, Push)

Especially powerful in sales pages and product launches.

1. Picture – Paint a scenario.

2. Promise – Share the results they’ll get.

3. Proof – Back it up with credibility.

4. Push – Give the call to action.

Example:

• Picture: “Imagine onboarding new hires in half the time.”

• Promise: “Our automation handles 80% of repetitive onboarding tasks.”

• Proof: “Used by 2000+ HR leaders in fast-growing startups.”

• Push: “Sign up and start your free trial today.”

Why These Formulas Work for SaaS Specifically?

A SaaS founder’s temptation is often to talk tech: data, integrations, APIs, features. All important, sure. But buyers aren’t buying “a dashboard with reporting.” They’re buying peace of mind. Or fewer headaches. Or proof they won’t look bad in front of their boss. Formulas like PAS, BAB, and AIDA translate technical selling points into emotional outcomes. They lower the cognitive load on readers, making your copy feel like a clear path instead of a maze.

How to Use These Formulas Without Sounding Robotic?

Here’s the catch. Copywriting formulas are frameworks, not scripts. Copy written directly from formulas can sound mechanical if you don’t add personality.

• Use customer language. Borrow phrases from actual support tickets, sales calls, or Slack feedback when filling in your formulas.

• Keep it conversational. You’re not writing a research paper. You’re writing to make someone nod in agreement and click a button.

• Blend formulas. Start with AIDA to structure your landing page, but use FAB inside the “Desire” section to showcase benefits.

Think of formulas as scaffolding. They hold up the structure, but you still need to decorate the building so it feels alive and human.

Practical Tips for Applying These Formulas in SaaS

1. Create swipe files: Save great SaaS landing pages, email subject lines, and CTAs. Tag them by formula. When you need inspiration, you’ll have examples ready.

2. Test, don’t assume: What looks great on paper might flop in front of users. Always A/B test headlines, CTAs, and email copy.

3. Teach your team: If you’re a founder, share these formulas with your marketing and product teams. Consistency in messaging makes your brand sound stronger.

4. Document best practices: Over time, note which formulas perform best for your industry niche. Some markets respond to emotional appeals, others prefer clear logic.

Your Shortcut to Smarter Copy

The best SaaS marketers don’t wait for lightning-bolt inspiration. They use proven frameworks to get words flowing, then refine with customer insights, personality, and testing. AIDA, PAS, FAB, the 4 Cs, BAB, Golden Circle, and 4 Ps are seven formulas that will save you countless hours, cut second-guessing, and actually make your copy work. Bookmark them, use them, and tweak them. Because at the end of the day, founders and marketers don’t have time to write slower. You need to write smarter.

Ready to write smarter, faster, and with real impact?

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