Top five copywriting formulas for SaaS
- Published: 31/07/2025
- 18 minutes read
Top five copywriting formulas for SaaS
- Published: 31/07/2025
- 18 minutes read
Good copy can turn visitors into customers. It can also help your brand stand out. But how do you write copy that converts? In this article, we explore five copywriting formulas for SaaS companies. These formulas should help you stand out in a crowded market, make your brand more memorable, and generate more leads and sales.
By the way, we also analyze the copy of some famous SaaS companies. If you’re looking for that, it’s at the end.
At Aeternus, we regularly analyze what makes a brand’s copy good. We take landing pages, home pages, and brochures into consideration. We examine financial statements to determine if the company we are analyzing has experienced year-over-year growth. If we can also see growth in their new customer acquisition statistics, that’s how we can be sure that something about their customer-facing copy is working.
Since we also typically write copy for our customers, we have encountered numerous examples, so we want to share what works. Here is what we learned about well-performing copywriting formulas fit for SaaS businesses.
However, before we dive into exact formulas and how different companies apply them, we want to share a secret with you. You can use different copywriting formulas for different parts of your page. For example, you can use the AIDA formula for your headline and above-the-fold if we’re talking about web pages, and then switch to PAS or STAR for your body copy. If you don’t know what either of these two capitalized words means, don’t fret. We’ll explain its meaning and use as we go.
AIDA delights customers
AIDA stands for Attention-Interest-Desire-Action and outlines how information should be presented and how the customer should react. It’s one of the oldest copywriting formulas, dating back to the 1900s. It plays on demonstrating a polished product to the customer and triggering a desire. A standard assumption in marketing is that customers read headlines five times more than body copy, so you have to make headlines matter. An appealing headline will encourage the reader to continue reading the rest of your copy, and AIDA gives just enough information to achieve that.
For example, this is how AIDA is used in an ad:
(Attention) Hey!
(Interest) Are you looking for a CRM that fits your small business needs?
(Desire) We are offering a discount on our CRM-2000, packed with all the features you need, for a fraction of the cost.
(Action) Don’t wait, reach out today!
We can further refine the AIDA formula to fit into a headline. Let’s say you are a CRM provider and want to dedicate a landing page to a feature that many customers praise. Here’s what an AIDA headline might look like.
FastLight: Learn how our solution provides a comprehensive overview of every customer interaction. Book your free discovery workshop today.
What’s interesting about AIDA is that the formula is nimble. The parts don’t have to be in textual form in order to belong to this formula. Buttons that say “Book now”, “Call today”, or “Start your free trial” often belong to the AIDA formula.
For example, Salesforce simply states: Grow faster and work smarter. This is the Attention part of the AIDA formula, made possible because Attention and Interest have been effectively addressed through page design. Yes, you can do that.
PAS puts pressure
PAS stands for Problem-Agitation-Solution. It’s a simple yet effective way to remind a potential customer of the problem they have and to offer a solution. However, this headline copy is not used much in the SaaS industry. No one from the top 50 largest SaaS companies has used PAS on their homepage. For any Heads or VPs of Growth, this might be a winning copywriting formula. Test it and explore its nuances against your customer base.
For example, this is how PAS looks in an ad:
(Problem) Are you sure you’re using your CRM to its fullest potential?
(Agitation) How many times did you get angry at the CRM you’re using?
(Solution) We have a solution for you – download our PDF to review your CRM’s setup.
Health and law practitioners regularly employ the PAS formula to draw attention to a cause, an action, or a problem that people need to be aware of at the right moment.
STAR and SCAR uncover hidden gems
STAR stands for Situation-Task-Action-Result and is usually employed in places which require a narrative – journals, newspapers, and case studies. Its alternative is SCAR: Situation-Challenge-Action-Result.
For example, STAR looks like this in an ad or on a landing page:
(Situation) While talking with customers, we noticed that they report missing a feature they had in the past.
(Task) To keep our customer churn low, we decided to dedicate some time to reintroducing this feature.
(Action) Things didn’t go according to plan, and we completely missed the point for three iterations! But once we understood what customers wanted and how they used the feature, we succeeded.
(Result) Customer retention and satisfaction grew when we released this feature to our whole customer base. And we even had several previous customers return!
And this is what SCAR looks like:
(Situation) Our customer encountered a strange bug with their CRM software.
(Challenge) We couldn’t figure it out until Adam, our senior lead, came to a meeting.
(Action) Adam understood what went wrong and developed a module with his team.
(Result) Not only did we resolve this issue for the customer, but we also upgraded all other systems to prevent the bug from reappearing for our other customers.
A great example is Zapier’s blog post: 5 things you should automate today
Value-based formula emphasizes your uniqueness
A value-based copywriting formula is used to emphasize the value that you determined is the most important to the majority of your customers. The essence of the value-based copywriting formula is to influence the perception of a product. It’s using emotional triggers to sell the customer on the benefits.
The value-based formula is highly versatile; it can be condensed into a concise headline or incorporated into the body of your web page. Additionally, this formula aligns well with AIDA. Here is a value-based headline by Zapier.
We can see how Zapier tests their copy and design in real time. While writing this article, they updated their home page. Which one do you think their customers like more?
What not to do when developing SaaS copy
By now, reading this page, you have a good idea of what you need to do to make your landing page good. However, if you blindly follow the formula and apply it without prior thought, your copy might sound off-putting. Here’s what you need to avoid in order to stand out.
Don’t be generic.
Easier said than done. Don’t be generic means don’t use empty words which carry no meaning. AI-first is not a meaningful phrase. “Providing advanced AI SaaS solutions” doesn’t mean anything. You have to be specific.
Don’t be bland.
Being bland means again using language that doesn’t carry meaning – emotional meaning in this context. Check out our article on how to avoid bland marketing.
Don’t write as someone else.
When developing copy, don’t try to be someone else. People have a healthy dose of skepticism to see through your pretending. Instead, write as you speak. Write as you talk with customers.
Analyzing SaaS copy
Asana’s value-based copywriting
Asana’s value-based copywriting technique is very successful here because it focuses on describing the value and the benefits users gain from the product rather than just a list of features. Asana spreads its messaging across both the emotional and rational spectrum, a very rare feat for branding in the tech industry today. Its tagline, “Where your teams and AI coordinate work together,” really draws on a concrete and daily business challenge. It promises improved coordination, better goal tracking, and streamlined workflows. It taps into the emotional part as well, since Asana pitches AI not as a replacement for people, but as a way to assist. The phrase makes it clear that AI and teams can be partners and helps dispel fears that technology may take over. The copy gives a clear statement that Asana does not just help you organize tasks but instead helps you work faster and with purpose (“understand your business”). That balance of emotional security and rational valuation makes the messaging punchy, relatable, and ultimately a hit to the decision-makers and workers on the ground.
Notion’s AIDA use
Notion’s homepage masterfully implements the AIDA (Attention-Interest-Desire-Action) framework, and here is why:
Attention – “The AI workspace that works for you.”
The headline indeed brings attention instantly and captures the reader’s attention by introducing a new concept (AI) and stressing that it’s helping the user instead.
Interest – “One place where teams find every answer”
This sentence builds interest by describing the benefits by framing Notion as the single solution for multiple needs. It keeps prospective users curious and wanting to learn more.
Desire – “automate the busywork, and get projects done”
The homepage supports desire by using phrases like “get projects done,” which helps connect emotionally with buyer personas. Using Notion means less friction and more clarity for teams.
Action – “Get Notion free” and “Request a demo”
These CTAs are easy to find, they are different colours, and encourage the user to take the next step right away.
Basecamp’s PAS implementation
Basecamp used the PAS (Problem-Agitation-Solution) framework, and here is why this framework is a masterpiece when it comes to SaaS companies:
Problem – “Wrestling with projects? It doesn’t have to be this hard.” The first sentence resonates with most buyer personas’ issues.
It goes on to name a familiar frustration that most buyer personas face:
“There are lots of ways to manage projects… You’ve probably tried some. Yet, here you are.”
This will connect right away with those who feel stuck or overwhelmed by the project management challenge.
Agitation – “Unfortunately, most project management systems are either overwhelming, inadequate, bewildering, or chaotic. You know?”
This is an example of agitation, and why is that? They used the specific pain points to make a problem even bigger, such as overwhelming and chaotic.
The words “You know?” at the end connect directly to the buyer persona and resonate with their frustration, creating an agreement.
Solution – “Not Basecamp. Basecamp is refreshingly straightforward, with a 21-year track record to back it up.”
This offers Basecamp as the solution to the pain points, positioning its platform as the tool that solves the exact pain points.
Dropbox uses STAR
Dropbox uses the STAR (Situation-Task-Action-Result) formula effectively for customer success stories, by showing the issue, the steps they took to solve it, and emphasizing the positive outcome.
Situation – “Huish Outdoors saves hours finding documents with Dropbox Dash”
The first line shows an honest company struggling with painstaking file time management. This captures the attention of the buyer persona with the assurance of a successful alternative.
Task – “Searching for files and documents spread across Huish’s many tools was taking hours.”
Here is the main problem: too many tools mean lost time. It’s a common frustration felt by many businesses daily.
Action – “With Dropbox Dash, Huish’s teams are searching across every connected app with a single term or number.”
They went on to solve the issue using Dropbox Dash, which, in turn, gave them workflow clarity through a single search.
Result – “saving hours.”
And then comes the outcome of taking the action: time saved. It closes with a direct benefit that the buyer personas would want to enjoy.
This STAR storytelling approach makes the benefit tangible and relatable, helping prospects visualize how Dropbox Dash can solve similar problems for them.
Cognigy uses SCAR
Cognigy, on the other hand, is using the SCAR (Situation-Challenge-Action-Result) formula effectively for customer success stories, by showing the challenges, the actions taken, and the positive outcome of the implemented actions.
Situation – “Next-Gen Customer Support Toyota’s Drive for Innovation is Limitless”
This establishes Toyota’s reputation for quality and innovation, providing a foundation for the challenge addressed.
Challenge – While it is not directly said, it is implicitly conveyed as the need to elevate customer experience through innovation.
Action – “With Cognigy.AI, Toyota offers its customers a unique experience while adding value to more customer touchpoints. This includes seamless self-service via voice and chat and proactive outreach to vehicle owners by an AI Agent.”
Toyota integrated Cognigy.AI to deliver proactive, AI-powered support, including self-service via voice and chat and proactive outreach to vehicle owners.
Result – “a recipe for success that raises the bar for CX.”
By adopting Cognigy.AI, Toyota delivers next-generation customer experiences, setting a new standard for the industry.
FAQ:
Q: How should I apply these copywriting formulas?
What works best is to have brainstorming sessions that include sales teams, especially those people who actively speak with customers. Based on the experiences of sales teams, you will determine whether your customers are seeking products based on positive or negative emotions. That’s the factor you need to consider because AIDA is based on a positive, ‘wow’ factor, while PAS emphasizes a problem, a negative factor.
Q: How do I stand out?
The issue here is that everybody defaults to AIDA, the formula we mentioned above. It is actually used by almost 95% of the top 50 SaaS companies. You don’t have to reinvent the AIDA formula, but you have to make it yours to stand out.
Q: Can copy convert?
A: Yes, the purpose of your copy is to lead to a sale or to convert non-paying customers into paying ones. The sales psychology hasn’t changed; only the mediums have. We still communicate. What is important is to choose the right medium and the right formula that will resonate with the people.
Create your copy
Choose your headline copy formula
Choose your body copy formula
Include a value at the end (CTA, downloadable)
Design the page
Tips for making a successful ad using the mentioned formulas:
- Be very specific in explaining what you do
- Avoid empty phrases (providing advanced SaaS solutions, tailored to meet enterprise needs, enabling businesses to gain a competitive advantage, dedicated to developing innovative applications,
Examples from: https://aisuperior.com/ai-saas-companies/ - Strictly follow the formulas. They work for a reason.
AI prompts for making good SaaS copy
You can use AI to create a rough first draft for your copy. Here are some prompts that give us an edge when brainstorming.
Prompt 1
Write in the style of David Ogilvy, and use AIDA to create an ad for my SaaS business. Write no more than 500 words.
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For context, my SaaS business operates within the [INDUSTRY] sector. My ICP is [DESCRIPTION]. I aim to target medium-sized businesses by offering a CRM solution with AI capabilities that significantly enhance productivity.
Prompt 2
Act as a seasoned copywriter tasked with creating high-impact headlines tailored for [PLACEMENT: e.g., blog, email, social media, ad] with a strict limit of [CHARACTER COUNT] characters, designed to captivate [TARGET AUDIENCE: e.g., busy professionals, fitness enthusiasts] seeking [DESIRED OUTCOME: e.g., time savings, weight loss, career growth]. Incorporate power words (e.g., Discover, Transform, Unleash), emotional triggers (fear, joy, urgency), and curiosity gaps to spark immediate interest, while aligning with [TONE: e.g., bold, empathetic, playful] and [brand voice guidelines: e.g., casual, authoritative]. Ensure clarity by highlighting a unique value proposition (UVP) or key benefit, and consider A/B testing variations. Include optional elements such as a call-to-action (CTA), numbers, or rhetorical questions, while avoiding jargon and striking a balance between intrigue and readability. Optimize for SEO, if applicable, and refine iteratively to achieve maximum engagement across platforms.
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For context, I want to explore different ads for my SaaS business, which offers [OFFER], and I want to see which angle works best for it.
Prompt 3
Use a value-based copywriting formula to write a long ad that explains the value of my product. My product is a project management tool. My ICP is a small to medium company which uses outdated project management tools and are looking to improve their workflow.
Prompt 4
Act as a conversion-focused copywriter. Structure the description for a new communications platform around ICP’s top struggle: choppy and inconsistent audio and video. Start with a blunt question (Do your meeting tools get on your nerves?). Use bullet points to link features to solutions (“Problem: bad audio and video → Fix: reliable connection throughout the meeting”). Add a comparison table (vs. competitors) emphasizing cheaper price, more reliable product, better overall user experience, AI note taker. Drop a shocking stat (“88% of users see improved meetings in 1 week”) and a mini-case study (“Meet Dave: he improved customer acquisition and experience by 47% using our software”). Close with a time-bound offer (Free AI note taker if ordered by Christmas). Use empathetic and bold tone and inject humour if aligned with the brand. Max 600 words.