Great targeting with bad copy is wasted effort. You found the right person, but your message got deleted in 2 seconds. Copy is the bridge between discovery and conversion — and it's a skill you can systematise.

The Three Copywriting Formulas

1. PAS: Problem — Agitate — Solve

Best for: Cold email, LinkedIn messages

Problem: State a specific pain point they have.
Agitate: Make them feel the cost of not solving it.
Solve: Present your solution as the answer.

Example:

Hi {{name}},

Scaling outreach at {{company}} without a huge sales team is tough (Problem). Every week without a pipeline means missed revenue targets and pressure from the board (Agitate). We built an AI that generates qualified leads from a plain-language description — {{company}}-sized teams typically see 50+ leads in their first session (Solve).

2. AIDA: Attention — Interest — Desire — Action

Best for: Social posts, longer emails

Attention: A hook that stops the scroll.
Interest: Relevant detail that builds curiosity.
Desire: Make them want what you're offering.
Action: Clear, low-friction CTA.

3. BAB: Before — After — Bridge

Best for: Phone scripts, short messages

Before: Describe their current situation.
After: Paint the picture of life with your solution.
Bridge: Explain how to get from Before to After.

Channel-Specific Tips

• Cold email: Subject line is 80% of the battle. Keep it under 6 words. No caps, no exclamation marks.
• LinkedIn: First line must be visible without clicking "see more". Lead with the value proposition.
• Phone: You have 10 seconds. State your name, company, and the specific reason you're calling.
• Social posts: Hook in the first line. Use line breaks for readability. End with a question.

Using AI to Generate Copy

PerksMate generates outreach copy using these frameworks automatically. Each engagement strategy comes with a template that follows proven structures and includes {{variable}} personalisation. You can use these as-is or adapt them.