The ACCA copywriting formula, standing for Awareness-Comprehension-Conviction-Action, is a classic model that guides your audience through the psychological stages of making a decision, ultimately leading them towards taking a desired action:

• Awareness (A): The journey begins by grabbing the reader’s attention and making them aware of a problem, need, or opportunity. This could be achieved through a strong headline, a startling statistic, or a relatable question that piques their interest.
• Comprehension (C): Once you have their attention, provide the necessary information to deepen their understanding of the problem or opportunity. Explain the context, present relevant data, and clearly articulate the benefits of addressing the issue or seizing the opportunity.
• Conviction (C): This stage is all about building desire and overcoming objections. Present compelling evidence, testimonials, or guarantees to persuade your audience that your product or service is the best solution to their needs or the key to achieving their desired outcome.
• Action (A): Finally, inspire action by providing a clear and compelling call to action. Tell your audience exactly what you want them to do next and make it easy for them to take the desired step, whether it’s making a purchase, signing up for a newsletter, or visiting your website.

By following the ACCA framework, your copy becomes a persuasive roadmap, guiding your audience from awareness to action, increasing the likelihood of conversion and achieving your marketing goals.