Sales Copy Applying Copywriting Formulas 2 — Questions and Answers
Question 1: In the BAB (Before-After-Bridge) formula, what does the 'Bridge' section accomplish?
- Introduces the problem the prospect faces
- Describes the desired end state after the solution
- Explains how your product gets the prospect from before to after (Correct answer)
- Lists testimonials from satisfied customers
Correct answer: Explains how your product gets the prospect from before to after
The Bridge connects the painful 'Before' state to the desirable 'After' state by presenting your product or service as the solution.
Question 2: Which copywriting formula is best suited for email sequences that nurture cold prospects over multiple touchpoints?
- PAS (Problem-Agitate-Solution)
- AIDA (Attention-Interest-Desire-Action)
- The Soap Opera Sequence (Correct answer)
- FAB (Features-Advantages-Benefits)
Correct answer: The Soap Opera Sequence
The Soap Opera Sequence builds story-driven email campaigns with cliffhangers and emotional hooks designed to re-engage cold prospects across multiple messages.
Question 3: When using the FAB formula, what distinguishes a 'Benefit' from an 'Advantage'?
- Benefits are technical specs; advantages are emotional outcomes
- Advantages explain what the feature does; benefits explain what it means for the customer (Correct answer)
- Benefits are listed first; advantages follow as elaboration
- Advantages apply to all customers; benefits are personalized
Correct answer: Advantages explain what the feature does; benefits explain what it means for the customer
In FAB, Advantages describe how a feature improves upon alternatives, while Benefits translate that improvement into a personal, emotional outcome for the customer.
Question 4: A sales page opens with: 'Most entrepreneurs waste $3,000 on ads before learning this one rule.' Which formula element is this?
- The 'Agitate' phase of PAS
- The 'Attention' phase of AIDA (Correct answer)
- The 'Bridge' of BAB
- The 'Desire' phase of AIDA
Correct answer: The 'Attention' phase of AIDA
This opening grabs Attention—the first step of AIDA—by leading with a shocking dollar figure and a curiosity hook.
Question 5: Which formula explicitly includes a step dedicated to resolving objections before the call to action?
- AIDA
- PAS
- The 4 Ps (Picture-Promise-Prove-Push)
- PASTOR (Problem-Amplify-Story-Testimony-Offer-Response) (Correct answer)
Correct answer: PASTOR (Problem-Amplify-Story-Testimony-Offer-Response)
PASTOR's 'Response' phase addresses objections directly, making it a comprehensive formula built to overcome resistance before the ask.
Question 6: In the 'Picture-Promise-Prove-Push' (4 Ps) formula, what is the purpose of the 'Picture' step?
- Insert an actual image or graphic into the ad
- Paint a vivid mental image of the desired outcome (Correct answer)
- Describe the product's visual appearance
- List picture-proof testimonials from buyers
Correct answer: Paint a vivid mental image of the desired outcome
The 'Picture' step uses descriptive language to help the reader vividly imagine the positive outcome, creating emotional investment before the promise is made.
Question 7: A copywriter notices her landing page has strong Attention and Interest but low conversions. According to AIDA, which element most likely needs strengthening?
- Attention — the headline is too weak
- Interest — the body copy is too long
- Desire — the copy isn't making the product feel personally valuable (Correct answer)
- Action — the page needs a different color button
Correct answer: Desire — the copy isn't making the product feel personally valuable
When Attention and Interest are strong but conversions lag, the Desire phase typically needs work—readers aren't yet convinced the product will transform their lives.
Sales Copy Applying Copywriting Formulas 2
In the BAB (Before-After-Bridge) formula, what does the 'Bridge' section accomplish?