Ad Copy Formulas: PAS & FAB

Learn proven copywriting formulas that convert: Problem-Agitate-Solution and Features-Advantages-Benefits

4 lessons

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Proven Formulas That Convert

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Proven Formulas That Convert

Random ad copy is a gamble. Proven formulas are a system. Two of the most effective frameworks in advertising:

PAS: Problem → Agitate → Solution

FAB: Features → Advantages → Benefits

These aren't theory. They're tested on billions of dollars of ad spend. Master these two formulas and you'll write better ads than 90% of advertisers.

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Quiz: 3 Questions

Test your understanding with this quiz.

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Which ad uses the PAS formula correctly?

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Apply Both Formulas

Complete this exercise and get AI-powered feedback.

Apply Both Formulas

Write the same ad two different ways using PAS and FAB frameworks.

PAS: Emotional urgency. FAB: Logical justification. Both work.

What would you advertise?

Write ad copy using PAS formula (Problem → Agitate → Solution)

Write ad copy using FAB formula (Features → Advantages → Benefits)

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