How Alex Cattoni Approaches Copywriting Formulas: A Balanced Perspective
As a copywriter, you’ve probably heard of AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitation, Solution). These formulas are the classic go-tos for structuring copy that flows well and hits all the right notes. But let’s be real—while they’re useful, they aren’t the only way to get your message across.
I’m a big fan of Alex Cattoni—one of the most respected names in the copywriting world, and someone I proudly call my mentor. Alex has a unique approach to using these formulas that’s all about balance. She blends structure with creativity and strategy with authenticity, making sure the copy is not just effective, but also genuine and relatable. Let’s dive into how she does it.
1. Use Formulas as a Guide, Not a Crutch
If you’re new to copywriting, formulas are a great place to start. They provide a reliable framework to make sure your copy hits the mark. But here’s the thing—don’t lean on them too heavily. Alex often emphasizes that while these formulas are helpful, it’s crucial to understand the principles behind them. Rather than sticking rigidly to a formula, think of it as a flexible guide that you can tweak and adjust to fit the needs of your project.
2. Creativity and Authenticity Matter More
Formulas can help you structure your copy, but they should never stifle your creativity. Alex and I are on the same page here—great copywriting isn’t just about following a template; it’s about making a genuine connection with your audience. Authenticity comes from truly understanding who you’re speaking to—their needs, emotions, and desires—and then crafting a message that resonates deeply.
3. Know Your Audience Inside Out
Before you even think about applying a copywriting formula, you need to know who you’re talking to. This is why I created The Master Copy as part of my membership community, to give new copywriters the solid foundation they need before diving into actual copywriting tasks. Alex also stresses the importance of deep research. Get to know your audience’s pain points, desires, language, and what drives their decisions. Use this insight to tailor your formula in a way that speaks directly to them, ensuring your copy isn’t just logical, but also emotionally engaging.
4. Stay Flexible and Adaptable
Over-relying on formulas can lead to copy that feels cookie-cutter and lacks personality. Alex encourages flexibility in your approach. Don’t be afraid to experiment and adapt the formulas as needed. This keeps your copy fresh, relevant, and anything but predictable. Remember, copywriting is as much an art as it is a science—formulas should guide you, but they shouldn’t limit you.
5. Keep It Ethical
In today’s world, ethical copywriting is non-negotiable. Alex talks a lot about prioritizing the audience’s well-being over just making a sale. Sometimes, this means stepping away from formulas that feel manipulative or inauthentic. As copywriters, we need to ensure our messages align with the brand’s values and genuinely help the audience. Ethical copywriting is about using formulas in a way that respects your audience, not exploits them.
6. Personalize and Tell Stories
Personalization and storytelling are what truly make copy stand out. While formulas give you structure, it’s the personal stories, anecdotes, and brand voice that make your copy memorable. Don’t be afraid to step outside the bounds of a traditional formula to add a layer of connection and emotion. Storytelling can make your copy relatable and unforgettable.
Conclusion
Alex Cattoni’s approach to copywriting formulas is a breath of fresh air in a field that often leans heavily on structure. She encourages copywriters to use formulas as a helpful guide, but not as a crutch. By blending the structure of formulas with creativity, authenticity, and a deep understanding of the audience, Alex’s method produces copy that is not only effective but also ethical and engaging. Whether you’re a seasoned copywriter or just starting out, her balanced perspective on copywriting formulas is a valuable reminder that the best copy comes from a blend of art and science.
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