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SLAP — Classic · Print

Stop · Look · Act · Purchase

Built for skimming readers. Each stage captures a different level of attention — from glance to commitment.

5 min readUpdated June 2026
Formula
SLAP
See the steps ↓

What is the SLAP formula?

SLAP — Stop, Look, Act, Purchase — is a four-stage copywriting formula designed specifically for passive, skimming readers. Unlike AIDA, which assumes a reader willing to engage from the start, SLAP was built for interrupt-driven media — print ads, packaging, direct mail, point-of-sale — where the reader wasn't looking for your message and must be captured at every stage before they'll advance to the next. Its defining characteristic is that each stage must work independently: a reader who only sees the Stop element should still be held; a skimmer who glances at Look should still understand the core offer. SLAP is the formula for the world as it actually is — full of people who won't read every word.

Step by step

The 4 stages of SLAP

S
Stage 1
Stop
Interrupt the reader. Your headline, visual, or opening must make them pause mid-scroll or mid-page.
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The Stop stage is the most critical in SLAP — and the hardest. The reader was not looking for you. They are moving past you. Your headline, image, or opening line must create enough disruption or intrigue that they physically stop and look. The best Stop elements use pattern interruption: an unexpected image, a counterintuitive statement, a number that doesn't fit expectations, or a question that names a specific pain so precisely the reader can't walk past it. If Stop fails, nothing else matters.

Do
  • Use visual or verbal pattern interruption — say or show something unexpected
  • Name a specific pain, desire, or number that the reader can't ignore
  • Test your Stop element in isolation — would it halt a fast scroller?
  • Make the Stop element as large and prominent as the medium allows
Don't
  • Lead with your brand name or logo — readers don't stop for brands, they stop for relevance
  • Use a vague or generic hook that blends into the surrounding content
  • Assume good design alone will create a Stop — the copy must do the work
  • Prioritise cleverness over clarity — a confusing Stop gets ignored, not admired
L
Stage 2
Look
Hold their attention. Give the skimmer enough to understand the core offer without reading everything.
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A
Stage 3
Act
Prompt the reader to take a micro-action — click, pick up, turn the page, or scan.
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P
Stage 4
Purchase
Convert the committed reader into a buyer — with clear offer details, proof, and one path to checkout.
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See it in action

Real example

Real example — print ad for a productivity appA full-page magazine ad targeting professionals who feel overwhelmed by their task lists.
Stop“HEADLINE: 'Your to-do list is making you less productive. (Here's the science.)'”
Look“SUBHEAD: 'FocusStack users complete 40% more high-priority tasks in the same number of hours.' CAPTION under image: 'The app that hides everything except what matters most right now.'”
Act“CALLOUT BOX: 'Scan the QR code for your free 14-day trial. No card required.'”
Purchase“LANDING PAGE: 'FocusStack Premium — £9/month or £79/year. Includes all features, all platforms, priority support. 60-day money-back guarantee. Start free →'”
Best applications

When to use it

Print advertisingPrint advertising
Packaging copyPackaging copy
Direct mailDirect mail
Point-of-sale materialsPoint-of-sale materials
Display and banner adsDisplay and banner ads
The psychology

Why it works

  • Each stage is self-sufficient — a reader who only sees Stop still gets a message
  • Designed for the real behaviour of readers: skimming, not reading
  • The Act stage lowers commitment before asking for the full Purchase
  • Forces copywriters to think in layers — headline, subhead, callout, body, CTA
  • The progressive commitment structure reduces friction at every stage
Watch out for

Common mistake

✕ Treating SLAP as a purely sequential formula like AIDA. In practice, different readers enter SLAP at different stages — some will only see Stop, some will scan Look, some will jump to Purchase. Each stage must be capable of holding and advancing a reader who missed the stage before it.
Avoid these

Common mistakes

✕ A Stop element that blends in
FixThe Stop must create genuine interruption. If it could appear in any ad in the same publication without standing out, rewrite it. Pattern interruption is the mechanism — safe, conventional openings don't stop anyone.
✕ Look elements that only navigate, not persuade
FixSubheadings like 'Our features' or 'Why choose us' navigate the copy but don't persuade the skimmer. Every Look element should function as a mini-pitch that moves the reader toward Act.
✕ Asking for the full purchase at the Act stage
FixAct is the micro-commitment — a click, a scan, a phone call. Asking for a purchase at this stage skips the progressive commitment arc and dramatically reduces conversion from the passive reader SLAP is designed for.
✕ Using SLAP for active-search contexts
FixSLAP is optimised for passive audiences who weren't looking for your message. For readers who are actively searching — Google ads, search landing pages, email opt-in pages — AIDA or PAS will outperform it. Match the formula to the reader's mindset at the point of contact.
Going further

Variations worth knowing

ASLAP
Attention · Stop · Look · Act · Purchase
Adds an Attention stage before Stop for digital contexts where an initial awareness impression precedes the interrupt — useful for display ad retargeting sequences.
Quick answers

Frequently asked questions

What does SLAP stand for in copywriting?↓
When should I use the SLAP formula?↓
What is the difference between SLAP and AIDA?↓
Is SLAP relevant for digital copywriting?↓