Sales Copy Applying Copywriting Formulas 4 — Questions and Answers
Question 1: Which copywriting formula was specifically designed for long-form video sales letters (VSLs)?
- AIDA
- PAS
- The Problem-Promise-Proof-Proposal formula (Correct answer)
- BAB
Correct answer: The Problem-Promise-Proof-Proposal formula
The Problem-Promise-Proof-Proposal structure is commonly used for VSLs because it builds credibility and justifies a big promise before making the offer.
Question 2: A copywriter writes a subject line: 'Why everything you know about dieting is wrong.' This headline uses which formula-based technique?
- Open loop / curiosity gap (Correct answer)
- FAB — Feature statement
- BAB — Before state
- PASTOR — Amplify
Correct answer: Open loop / curiosity gap
An open loop creates a curiosity gap by implying the reader holds a misconception, compelling them to open the email to resolve the tension.
Question 3: In the context of copywriting formulas, what does 'stacking' mean?
- Listing multiple product features one after another
- Combining two or more formulas within the same piece of copy (Correct answer)
- Adding bonus offers to inflate perceived value
- Using repetitive calls to action throughout a sales page
Correct answer: Combining two or more formulas within the same piece of copy
Formula stacking means layering complementary structures—such as opening with BAB and closing with PAS—to address different psychological needs within one piece.
Question 4: Which element of the AIDA formula is most often neglected in B2B copy, leading to low conversion rates?
- Attention
- Interest
- Desire (Correct answer)
- Action
Correct answer: Desire
B2B copy often over-indexes on logic (Interest) and forgets Desire—the emotional, aspirational layer that makes decision-makers feel personally compelled to act.
Question 5: A product description reads: 'Noise-canceling headphones [Feature] block 95% of ambient sound [Advantage] so you can focus deeply and finish work two hours faster [Benefit].' This is an example of which formula applied correctly?
- AIDA
- PAS
- FAB (Correct answer)
- SSS
Correct answer: FAB
This sentence follows the FAB structure precisely: stating the feature, its functional advantage, and the personal benefit to the user.
Question 6: When using the PAS formula for a Facebook ad with a 125-character limit, what is the recommended adjustment?
- Drop the Solution step entirely
- Lead with Agitate since the problem is already implied
- Compress Problem and Agitate into one power sentence, then pivot to Solution (Correct answer)
- Use only the Problem and link to a landing page with full PAS
Correct answer: Compress Problem and Agitate into one power sentence, then pivot to Solution
In ultra-short formats, combining Problem and Agitate into a single punchy line preserves the formula's emotional arc while fitting the character constraint.
Question 7: The 'Bucket Brigade' technique in copywriting is used to support which phase of most formulas?
- Opening Attention hook
- Transitioning between sections to maintain momentum (Correct answer)
- Closing call to action
- Social proof section
Correct answer: Transitioning between sections to maintain momentum
Bucket Brigades—phrases like 'Here's the thing:', 'But wait—', 'Think about it:'—are transition devices that pull readers from one formula section to the next.
Sales Copy Applying Copywriting Formulas 4
Which copywriting formula was specifically designed for long-form video sales letters (VSLs)?