Copy Formulas

Copy Formulas

Doctrine

Copywriting formulas are not templates to fill; they are conversion-ordered thinking. PAS works because naming a pain earns attention honestly. Before-After-Bridge works because people buy the after, not the product. The formula's job is to keep you from burying the promise under cleverness. Rule of placement: Meta primary text has one job (stop the scroll and earn the click), so pain-first formulas (PAS, SCQA, Before-After-Bridge) usually beat feature-first ones (FAB) for cold audiences. Story formulas (Star-Story-Solution, long storytelling) earn their length only in retargeting or founder-voice posts.

When to use

• Drafting primary text for a new angle (feed it the angle's WHO, PAIN, PROMISE).
• Diagnosing copy that gets glanced at but not clicked: it is usually a formula with a missing step.
• Works with no MCP.

Run it

Write ad copy for this angle:
WHO: [from Angle Writer]  PAIN: [verbatim if possible]  PROMISE: [from Pain to Promise]
Placement: [Meta primary text (cold) / retargeting / landing page hero]
Voice: [3 adjectives + one verbatim brand phrase]

1. Pick the 2 best-fit formulas for this placement and say why in one line each. Choose from: PAS (pain, agitate, solve), AIDA, Before-After-Bridge, 4Ps (promise, picture, proof, push), SCQA (situation, complication, question, answer), Star-Story-Solution, PPPP (problem, promise, proof, proposal), straight storytelling.
2. Write one version per formula. Meta primary text: first line must work standalone (it is all most people see before "...more"), under 125 words total, no hashtags, one CTA.
3. Label each structural beat inline in a copy of the draft (so I can see the formula working).
4. PROOF beats use only real proof I gave you. If I gave none, write the version without a proof beat and tell me the copy is weaker until I supply it.
5. If I pasted EXISTING copy instead: name the formula it is closest to, the beat it is missing or burying, and rewrite it with the missing beat restored.

Guardrails

• No invented proof, testimonials, statistics, or scarcity. A fake "only 3 left" is a formula beat filled with a lie.
• Agitation has a floor: name the pain sharply, never mock the person who has it.
• The first line is 80% of the work. If it does not pass the one-second test for the WHO, the formula underneath cannot save it.
• One CTA. Two asks split attention and lower both.

Good output looks like

Two labeled drafts a founder can paste into Ads Manager, honest about where proof is missing, with the beats visible enough to learn the formula by reading it.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: kelpi-ai
• Source: kelpi-ai/meta-ads-skills
• License: MIT
• Homepage: https://kelpi.ai/skills

Install and usage instructions live in the source repository linked above.