10 Social Copywriting Formulas to Resonate with Luxury Audiences

But how do you balance persuasion with poise? Emotion with elegance? That’s where copywriting formulas come in; frameworks that help you communicate value in a way that feels both strategic and sophisticated.

Below, you’ll find ten copywriting formulas refined through the lens of premium marketing, designed to help your brand resonate with discerning audiences who expect more. 

1. AIDA (Attention–Interest–Desire–Action)

Best for: Capturing attention while guiding luxury buyers toward a high-consideration purchase.

• Attention: Start with a compelling hook - a surprising detail, a disruptive image, or a luxury pain point (“Why your £300 skincare routine still isn’t working.”)
  
  
• Interest: Introduce the product with context that feels aspirational but grounded.
  
  
• Desire: Build longing with detail - materials, craftsmanship, exclusivity.
  
  
• Action: Guide with elegance. “Discover the full collection,” “Join the waiting list,” or “Book a private appointment” work better than “Shop now.”
  
  

Tip: Use the AIDA flow in carousel posts, each slide moving the reader further into desire.

Jacquemus’s caption promoting the Rond Carré truck is a subtle but effective example of AIDA in use. It opens with a casual, intriguing question that grabs attention (“Have you seen the Rond Carré truck?”), then builds interest by grounding the reader with concrete details - the exact location, times, and purpose of the truck. Desire is sparked through the sensory, luxurious simplicity of the offering: fresh mandarin juice and a buttery croissant.

Without overtly selling anything, it evokes a mood of indulgence and aspiration. The action is understated but clear: go to the truck, take part in the brand moment. It’s a lifestyle-led take on AIDA that sells the feeling of Jacquemus as much as the brand itself.

2. PAS (Problem–Agitate–Solution)

Best for: Positioning your product as a refined solution to a hidden (or underestimated) problem.

• Problem: Subtly point out a friction point your audience may not have articulated. (“Most linen sheets look luxurious. Until you sleep in them.”)
  
  
• Agitate: Stir emotion, but stay tasteful. (“Tangled fibres. Moisture build-up. Mornings that feel anything but refreshed.”)
  
  
• Solution: Offer your product with calm confidence.
  
  

Tip: Pair PAS captions with slow, high-resolution visuals. Let the texture speak while your copy does the persuasion.

A great example of PAS in action comes from Sisley Paris. The caption begins by identifying a familiar but rarely addressed frustration: how seasonal allergies can inflame the skin (“Let your skin stay calm, even when everything else isn’t.”). This captures the problem in a relatable, understated way, before gently agitating it with language around visible redness and discomfort. Rather than leaning into panic or drama, it uses calm, empathetic phrasing to suggest emotional and physical relief. The solution is then introduced with confidence and clarity; their Sensitive Skin Soothing Care restores comfort and resilience. The tone remains elevated throughout, reinforcing the brand’s expertise while making the customer feel seen and supported.

3. BAB (Before–After–Bridge)

Best for: Showing transformation, without relying on cliché “glow-up” language.

• Before: Describe life before your product. (“Your signature scent blends in - not stands out.”)
  
  
• After: Paint a picture of effortless confidence, sensory pleasure, or refined ease.
  
  
• Bridge: Show how your product is the quiet catalyst for that shift.
  
  

Tip: BAB is perfect for case studies, testimonials, or storytelling via video.

Bang & Olufsen’s caption featuring Charles Leclerc offers a refined take on the BAB formula, ideal for luxury positioning. The “before” is softly implied - a creative mind seeking inspiration, attuned to the rhythm of the sea. The “after” is found in the clarity and focus that emerges, mirrored in the sophisticated design of the limited edition Beoplay H100.

The “bridge” is the product itself: a high-performance audio device that reflects Leclerc’s personal aesthetic while honouring Bang & Olufsen’s century of craftsmanship. For premium brands, this style of transformation storytelling feels intimate, elevated, and non-performative - turning the product into a vessel for personal refinement rather than overt change.

4. The 4 Cs (Clear–Concise–Compelling–Credible)

Best for: Refining posts before publishing to ensure luxury and premium polish.

• Clear: Don’t let poetic language muddy the message.
  
  
• Concise: Premium doesn’t rush - but it doesn’t ramble either.
  
  
• Compelling: Tap into the customer’s core value (status, individuality, craftsmanship, legacy).
  
  
• Credible: Back claims with real detail: sourcing, artisanship, heritage, or expert voices.

Tip: Run every campaign caption through the 4Cs - especially brand announcements or launches.

The Ordinary’s caption about their NYC pop-up reflects the 4 Cs through a more democratic lens of premium credibility. It’s clear in its message: the brand doesn’t inflate prices with celebrity endorsements. It’s concise, getting to the point without over-explaining.

It becomes compelling by positioning community trust and word-of-mouth as more valuable than hype, tapping into the premium audience’s increasing desire for authenticity over artifice. Finally, it’s credible; the real-world pop-up and direct acknowledgement of community support ground the message. For modern premium brands, especially those building trust over time, this formula polishes storytelling without veering into overindulgence.

5. The 4 Ps (Promise–Picture–Proof–Push)

Best for: Persuading your audience with layered detail and emotional depth.

• Promise: Lead with an immediate benefit - “A home scent that whispers confidence.”
  
  
• Picture: Use evocative language to let your audience feel the outcome.
  
  
• Proof: Add testimonials, behind-the-scenes glimpses, or data (e.g., “Hand-poured in Grasse with 300+ hours of testing”).
  
  
• Push: Encourage the next step, softly. (“Limited pre-orders now open.”)
  
  

Tip: In luxury, the “push” is an invitation - never a hard sell.

Milk Makeup’s caption follows the 4 Ps with understated persuasion. It begins with a promise: 3 years of work perfecting shades and undertones - instantly conveying attention to detail and customer relevance. The picture is subtle yet effective, hinting at ease and personalisation: "Now all you have to do is find your match." The proof lies in the quiet credibility of the time invested, suggesting expert precision without overstatement. Finally, the push is gentle: the CTA to “hit the ‘find my shade’ button” is more invitation than command, matching the premium tone of modern, inclusive beauty. For brands looking to blend emotional appeal with quiet authority, this formula delivers nuance without losing momentum.

6. SCQA (Situation–Complication–Question–Answer)

Best for: Hooking attention quickly, especially on social media.

Situation: Start by setting the scene with a relatable problem or state your audience is familiar with - “You’re booked back-to-back all week, and your inbox is still overflowing.”

Complication: Add tension. What makes this worse? “And now your manager wants a report by 3 PM.”

Question: Pose a pointed question that hints at your solution - “How do you stay on top of everything without burning out?”

Answer: Deliver your concise solution. “Try a virtual assistant trained to pre-empt your needs, not just follow instructions.”

Tip: SCQA works brilliantly for social hooks because it mimics how we naturally tell stories. Use it to empathise with your audience’s chaos, then offer clarity.

This Soho House caption exemplifies the SCQA formula by immediately setting the scene with the exciting news of their first House opening in Japan, a key moment for the brand. The complication is subtly implied through the challenge of bringing their signature luxury experience to a new and discerning market. The question - what makes this new location unique and worth the audience’s attention - is answered with rich details about the exclusive facilities, sophisticated interior design that blends minimalist aesthetics with bespoke furnishings, and a lifestyle-driven offer that aligns perfectly with Soho House’s premium positioning. This approach draws in luxury audiences by offering both aspiration and clarity, inviting them to become part of an exclusive community through a clear call to action. The caption’s polished yet inviting tone reflects the careful balance luxury brands strike between accessibility and exclusivity.

7. TAS (Thesis–Antithesis–Synthesis)

Best for: Sharing bold takes that spark conversation and trust.

Thesis: Start with a common belief in your industry - “Luxury means exclusivity, not accessibility.”

Antithesis: Flip the script. Why is this wrong or outdated? “But today’s luxury is about inclusion, sustainability, and emotional connection - not gatekeeping.”

Synthesis: Share a new, evolved view, and show how your brand fits it. “Our pieces are ethically produced, priced with transparency, and designed for those rewriting what luxury means.”

Tip: TAS helps position your brand as a thought leader. Use it when you want to challenge assumptions or shift audience perspectives, but always back it with evidence.

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‍8. AICPBSAWN (Attention–Interest–Credibility–Prove–Benefits–Scarcity–Action–Warn–Now)

Best for: Launches, sales, and time-sensitive campaigns.

Attention: Grab them fast - “This serum sells out in 48 hours. Every. Single. Time.”

Interest: Give them a reason to care - “Formulated for post-sun skin, it calms, hydrates, and protects in one step.”

Credibility: Build trust - “Developed by dermatologists. Loved by over 25,000 customers.”

Prove: Show your receipts - “Clinically proven to reduce redness by 72% in 24 hours.”

Benefits: Zoom in on the impact - “Softer skin, no breakouts, and a glow that actually lasts.”

Scarcity: Add urgency - “Only 500 units available before summer.”

Action: Make the next step clear - “Shop the drop.”

Warn: Give a gentle nudge - “Miss it, and you’ll be waiting until autumn.”

Now: Bring it home - “Set your reminder or risk the waitlist.”

Tip: You don’t need every element, but use this formula when you want a post that builds desire and drives action fast.

9. The Fan Dancer

Best for: Teasing new launches or introducing novel concepts.

What it is: Fan dancer copy is about seduction, not explanation. You hint at something intriguing without showing the full picture, like opening a door just wide enough to pique curiosity.

Example: “Something’s brewing behind the scenes. It’s bold, botanical, and built to shift your mornings.”

CTA: “Get on the list to find out first.”

Tip: This formula is all about mystery. It’s especially powerful in luxury, where anticipation is part of the experience. Use it sparingly for maximum impact.

Gucci’s “Yours always. Gucci Together, coming soon.” is a textbook use of the Fan Dancer technique. The line offers no product details, no release date, and no clear context; only emotional cues that hint at intimacy and unity. For a luxury brand, this light-touch mystery builds anticipation while reinforcing brand loyalty. It assumes familiarity with the house’s tone and trusts the audience to stay curious. The intrigue lies in what’s unsaid.

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10. FAB (Feature–Advantages–Benefits)

Best for: Educating audiences who need a little extra push.

Feature: Focus on one standout feature - “Hand-stitched Italian leather lining.”

Advantages: Explain what it means in practical terms - “More durable and breathable than synthetic linings.”

Benefits: Connect it to the buyer’s desire - “Keeps your feet cool and comfortable during long days.”

Tip: FAB works best when your audience is already aware of your product, but not yet sold on why your version is better. Perfect for highlighting product details in carousels, landing pages, or emails.

Loewe’s caption for the Knot Wallet follows the FAB structure with refined precision. The feature (a hand-crafted leather wallet made in their Madrid atelier) is clear and front-loaded. The advantages emerge through detail: embossed gold logo, coin pocket, and a distinctive knot zip pull, all signalling thoughtful design. The benefit is implied rather than overstated: this is a piece that stands out quietly, offering both function and elevated craftsmanship. For a luxury audience, it’s an elegant way to educate without overselling.

Luxury and premium brands succeed when they pair style with strategy, and these copywriting formulas help you do just that. Whether you’re teasing a drop, refining your messaging, or educating your audience, each framework can be adapted to your tone, product, and positioning. The trick is to know your audience, then speak their language - with just the right amount of polish.

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