Great copywriters don’t start from scratch every time. They use proven formulas.
These frameworks have been tested in billions of dollars of advertising over decades. They work because they tap into fundamental human psychology and decision-making patterns.
The best part? These same formulas that sell products can be adapted to create viral threads that educate, inspire, and engage your audience.
Why Formulas Work (And Why They’re Not “Cheating”)
Before we dive into the formulas, let’s address a common misconception: using frameworks isn’t lazy or uncreative.
Professional copywriters use formulas because they:
- Provide structure for complex ideas
- Ensure you don’t miss critical elements of persuasion
- Save time by eliminating the “blank page” problem
- Increase consistency across your content
- Free up mental energy for the creative parts (your unique insights and voice)
Think of formulas like musical scales. Every musician learns scales, but that doesn’t make their music unoriginal. The formula is the foundation; your unique insights and voice are what make it yours.
The 15 Essential Copywriting Formulas
1. PAS (Problem-Agitate-Solution)
One of the most powerful and versatile formulas in copywriting.
Structure:
- Problem: Identify a pain point your audience experiences
- Agitate: Make them feel the problem more acutely
- Solution: Present your insight/solution
Thread Example:
- Tweet 1: “Your threads get zero engagement no matter how much value you pack in. It’s frustrating.”
- Tweet 2: “You spend hours crafting the perfect thread, hit publish, and… crickets. Meanwhile, low-effort content goes viral. It doesn’t make sense.”
- Tweet 3-10: “Here’s what’s really happening and how to fix it…”
Best for: Educational content, addressing common frustrations, positioning yourself as a problem-solver.
2. AIDA (Attention-Interest-Desire-Action)
A classic sales formula that works brilliantly for threads.
Structure:
- Attention: Grab them with a bold hook
- Interest: Build curiosity with relevant details
- Desire: Make them want the outcome
- Action: Clear next step or takeaway
Thread Example:
- Attention: “I 10Xed my engagement in 30 days”
- Interest: “Here’s exactly what changed and why it worked”
- Desire: “Imagine seeing your analytics transform like this” + results screenshot
- Action: “Try this framework yourself. Here’s how to start…”
Best for: Sharing results, case studies, transformation stories.
3. BAB (Before-After-Bridge)
Perfect for transformation narratives.
Structure:
- Before: Paint the picture of life before the change
- After: Show what life looks like after
- Bridge: Explain how to get from Before to After
Thread Example:
- Before: “6 months ago: 500 followers, 20 likes per post, feeling invisible”
- After: “Today: 50K followers, threads regularly hit 100K+ impressions, inbound opportunities weekly”
- Bridge: “Here are the 7 changes I made to get here…”
Best for: Personal growth stories, product transformations, strategy shifts.
4. The 4 Ps (Problem-Promise-Proof-Proposal)
A trust-building formula that’s excellent for positioning expertise.
Structure:
- Problem: State the challenge
- Promise: What you’ll deliver
- Proof: Evidence it works (data, examples, credentials)
- Proposal: What to do next
Thread Example:
- Problem: “Most creators waste 80% of their content efforts on the wrong metrics”
- Promise: “I’ll show you the 3 metrics that actually predict growth”
- Proof: “I’ve used this framework to help 50+ creators grow to 10K+” + screenshots
- Proposal: “Here’s exactly how to track and optimize for these metrics…”
Best for: Establishing credibility, teaching frameworks, data-driven content.
5. The Hero’s Journey
The storytelling framework that powers blockbuster movies works for threads too.
Structure:
- Ordinary World: Set the scene
- Call to Adventure: The challenge appears
- Trials and Tribulations: Obstacles faced
- Transformation: Key insights gained
- Return with Knowledge: Lessons to share
Thread Example:
- “2 years ago I was a corporate employee dreaming of creator freedom”
- “I decided to commit to posting daily for 365 days”
- “The first 6 months were brutal. I wanted to quit 100 times”
- “Then everything clicked. Here’s what I learned…”
Best for: Origin stories, long-form narratives, building emotional connection.
6. The Star-Story-Solution Framework
A storytelling framework that feels natural for social media.
Structure:
- Star: Introduce the protagonist (often yourself or a client)
- Story: Tell what happened
- Solution: Extract the lesson or actionable insight
Thread Example:
- Star: “I worked with a creator stuck at 2K followers for 8 months”
- Story: “We analyzed her content and found she was making one critical mistake”
- Solution: “Here’s what we changed and how you can apply it too…”
Best for: Case studies, client work, lesson-sharing.
7. The “What-Why-How” Formula
Simple, clear, and endlessly useful.
Structure:
- What: Define what you’re talking about
- Why: Explain why it matters
- How: Show how to implement it
Thread Example:
- What: “Thread batching is creating multiple threads in one focused session”
- Why: “It reduces decision fatigue, maintains consistent quality, and saves 10+ hours/month”
- How: “Here’s my exact batching process: 1) Research phase… 2) Writing phase… 3) Scheduling phase…”
Best for: Tutorials, process explanations, how-to content.
8. The Listicle Formula
The most popular thread format for a reason.
Structure:
- Hook with number and promise
- Each point follows a mini-formula: Concept → Explanation → Example
- Summary or call-to-action
Thread Example:
- “7 psychological triggers that make threads irresistible:”
- “1) Pattern Interruption: [explanation] Example: [specific example]”
- Repeat for all 7
- “Master these and watch your engagement transform”
Best for: Tips, strategies, frameworks, tools, resources.
9. The Comparison Framework
Help people understand through contrast.
Structure:
- Present two approaches/options
- Compare strengths and weaknesses
- Make a recommendation or let them decide
Thread Example:
- “Should you post daily or focus on quality?”
- “Daily posting: Pros [list] / Cons [list]”
- “Quality-focused: Pros [list] / Cons [list]”
- “Here’s how to decide which is right for you…”
Best for: Strategic decisions, tool comparisons, debunking myths.
10. The Question Framework
Questions engage because our brain compulsively wants to answer them.
Structure:
- Open with a compelling question
- Explore possible answers
- Reveal the surprising or correct answer
- Expand with details and examples
Thread Example:
- “What do all viral threads have in common?”
- “Most people think it’s: timing, hooks, or luck”
- “But I analyzed 1,000+ viral threads. The real pattern is…”
- [Deep dive into the actual pattern]
Best for: Challenging assumptions, education, thought leadership.
11. The Mistake Framework
People love learning from others’ failures.
Structure:
- List common mistakes
- Explain why each is harmful
- Provide the correct approach
Thread Example:
- “5 thread mistakes that kill your reach:”
- “Mistake #1: [specific error] Why it fails: [explanation] Do this instead: [better approach]”
- Repeat for each mistake
Best for: Teaching, helping beginners avoid pitfalls, positioning expertise.
12. The Framework Framework
Teach your methodology as a repeatable system.
Structure:
- Name your framework (makes it memorable)
- Break it into clear steps or components
- Explain each element
- Show how they work together
Thread Example:
- “The GROWTH Framework for viral threads:”
- “G - Grab attention with pattern interruption”
- “R - Reveal the value proposition immediately”
- “O - Organize content with clear structure”
- [Continue through each letter]
Best for: Thought leadership, establishing IP, teaching complex concepts.
13. The Data Story Formula
Let numbers tell the story.
Structure:
- Present surprising or compelling data
- Explain what the data means
- Show implications or actions based on insights
Thread Example:
- “I analyzed my last 100 threads. The data revealed something shocking:”
- “Threads with 7-12 tweets: 3.2X more engagement than shorter or longer”
- “Threads with lists: 2.1X more saves”
- “Threads with personal stories: 1.8X more replies”
- “Here’s how to use these insights…”
Best for: Research sharing, case studies, data-driven recommendations.
14. The Contrarian Framework
Challenge conventional wisdom (carefully).
Structure:
- State the common belief
- Explain why it’s wrong or incomplete
- Present your alternative view
- Back it up with evidence or reasoning
Thread Example:
- “Everyone says ‘engagement is everything.’ They’re wrong.”
- “Here’s why optimizing for engagement can actually hurt your growth:”
- “The real metric that predicts long-term success is…”
- [Evidence and explanation]
Best for: Thought leadership, standing out, sparking discussions.
15. The Resource Compilation
Pure value delivery.
Structure:
- Promise a collection of resources
- Organize them logically (by category, difficulty, use case)
- Each resource: name + brief description + why it’s valuable
- Optional: your recommendation or how to use them together
Thread Example:
- “50 tools that help creators work 10X faster:”
- “Content Creation: [tool 1] [tool 2] [tool 3]”
- “Analytics: [tool 4] [tool 5]”
- “Scheduling: [tool 6] [tool 7]”
- [Continue through categories]
Best for: Building goodwill, becoming a go-to resource, driving saves/bookmarks.
How to Choose the Right Formula
Not every formula works for every thread. Here’s how to match formula to purpose:
Goal: Teach something new → Use What-Why-How, Listicle, or Framework Framework
Goal: Share your story → Use Hero’s Journey, BAB, or Star-Story-Solution
Goal: Address a problem → Use PAS, 4 Ps, or Mistake Framework
Goal: Challenge conventional thinking → Use Contrarian or Question Framework
Goal: Show results → Use AIDA, Data Story, or BAB
Goal: Build authority → Use 4 Ps, Framework Framework, or Data Story
Goal: Provide immediate value → Use Listicle, Resource Compilation, or What-Why-How
The Blending Technique
Once you’re comfortable with individual formulas, try combining them:
PAS + Listicle:
- Problem: “Your threads are failing”
- Agitate: “Here’s why”
- Solution: “5 fixes that work immediately: [list]”
BAB + Data Story:
- Before: “My engagement was terrible”
- Data: “Here are the exact numbers”
- After: “Here’s what changed and the new numbers”
- Bridge: “The specific changes I made”
AIDA + Framework:
- Attention: “I discovered a formula”
- Interest: “It’s called the [X] Framework”
- Desire: “Here’s how it transformed my content”
- Action: “How to use it yourself”
Making Formulas Your Own
The formula provides structure, but these elements make it uniquely yours:
Your unique insights - The specific observations only you can make Your voice - How you phrase things, your personality Your examples - Your specific experiences and case studies Your audience - Tailoring the formula to their specific needs
Practice Makes Perfect
Try this exercise:
- Take your next thread idea
- Write three different versions using three different formulas
- Compare them - which feels most natural for this content?
- Post the winner, track performance
- Build your intuition about which formulas work best for you
Over time, you’ll develop instincts about which formulas fit which situations, and you’ll start blending and adapting them naturally.
The Anti-Formula Formula
Here’s a paradox: once you’ve mastered these formulas, sometimes the most engaging content breaks them entirely.
But you have to know the rules before you can effectively break them. Learn the formulas, internalize them, then trust your creative instincts to know when to follow them and when to forge your own path.
The goal isn’t to become a formula robot. It’s to have a toolkit of proven structures that accelerate your content creation and ensure you hit the key psychological beats that make threads effective.
Use these frameworks as your foundation, then build something remarkable on top of them.