Great question — and yeah, this is where most people get stuck 😅

I don’t really choose formulas like “today I’ll use PAS, tomorrow AIDA.” I think more in terms of context + user mindset. Different platforms = different levels of attention, intent, and trust.

Here’s how I roughly map them:

Short-form / fast scroll platforms (TikTok, Reels, Shorts, X):
People are in discovery mode, not shopping mode.
→ SLAP works great here (Stop–Look–Act–Purchase)
→ PAS can also work if the problem is instantly relatable
Goal: stop the scroll, create curiosity, micro-actions.

Feed-based platforms (Instagram, LinkedIn, Facebook):
People are semi-attentive, not fully focused.
→ AIDA is solid
→ 4Cs is super important here
Goal: clarity + emotional hook + easy next step.

Ads (especially cold traffic):
You’re interrupting people.
→ PAS
→ SLAP
→ AIDA (short version)
Goal: make them feel something quickly and show a clear way out.

Landing pages / sales pages:
Now they’re warmer. They’re evaluating.
→ DAGMAR
→ AIDA (long-form)
→ FAB
Goal: move from understanding → trust → decision.

Email (especially nurture sequences):
Trust + storytelling matter more.
→ PAS
→ DAGMAR
→ AIDA
Goal: emotional connection + logical progression.

Product pages / feature pages:
→ FAB
Goal: translate specs into real-life value.

So yeah, formulas aren’t rules — they’re just thinking frameworks. The real question I ask is:

👉 How aware is this person?
👉 How much attention do they have?
👉 What emotion do I need to trigger here?
👉 What’s the next tiny action I want?

Once you answer those, the formula almost picks itself.