Not sure what copywriting frameworks are or how to use them?
I’ll show you 7 that can help you make thousands of dollars.
A copywriting framework is a step-by-step method for writing copy. Think of it as a structured guide used when crafting copy that pushes consumers towards buying a product or taking action.
Writing persuasive copy can feel like climbing Mount Everest without gear. But with this framework, you're not just equipped; you've got the best tools in your arsenal. It breaks down the task into manageable chunks, applying multiple factors that influence buying decisions.
Copywriting frameworks can be a lifesaver. They guide you on what to write and how, ensuring consistency in your work. Plus, they captivate readers and persuade them subtly, making your writing process quicker and more efficient. According to Unbounce, the average conversion rate across websites is about 4%. With copywriting frameworks, you can boost those conversion rates even higher.
Here are the best copywriting frameworks:
AIDA stands for Attention, Interest, Desire, and Action. AIDIA is best for almost any promotional content, from advertisements to email marketing campaigns. You can use it when introducing a new product or service to the market or when you're trying to lead a prospect through the entire decision-making process.
Attention: This step is all about hooking your audience with a catchy line or intriguing statement. Think of it as the headline that makes people stop scrolling and start reading.
Interest: Here's where you dish out some fascinating facts about your product or service. You're not just listing features; you're telling a story that makes people want to know more.
Desire: This is where you show how your product can solve problems or bring benefits to the table. It's not enough to say it's great; you need to make them feel like they need it in their lives.
Action: This step nudges the audience towards making a purchase by offering discounts or clear instructions on how to buy.
Let me give an example:
Source: Siege Media
Grab attention with the subject line (Attention).
Spark interest in the beginning of your email (Interest).
Then give them a reason to keep reading (Desire).
Encourage them to take action with a simple CTA (Action).
PAS stands for Problem, Agitate, and Solution. PAS is best for addressing specific pain points your ideal customer might face. You should use this copywriting framework when the pain points are well-known and the product or service speaks directly to those pain points.
Problem: Address a problem your audience faces
Agitate: emphasizing the negative effects
Solution: Offer them the product or service that solves their problem
Here’s an example of PAS:
“Have you been struggling to fit into your favorite clothes? Does the number on the scale keep creeping up, no matter what you do?”
Here we address the problem.
“It's frustrating to feel like you're constantly battling against your own body. Plus those fad diets never seem to work. They promise quick results but it feels like it’s impossible to keep the weight off. Don’t get me started on gym memberships. They’re more like monthly financial drains than a step toward your dream physique, especially when you’re not sure how to use the equipment effectively.”
See how we agitate the problem and make it feel worse for the prospect?
Have you tried [Product/Service Name]? It’s a comprehensive weight loss program tailored to your unique needs. With our personalized meal plans, guided workouts, and constant support, you'll not only see results but also discover a sustainable path to a healthier you. You don’t need any more quick fixes. You need a custom program that helps you achieve your dream body.
Next we casually offer the solution.
BAB stands for Before, After and Bridge. BAB is best for transformations or the converting benefits of a product. You can use it for testimonials, case studies, or any marketing where you want to show a clear before and after transformation.
Before: This is where you emphasize their problem
After: Show them the transformation or what the future looks like
Bridge: Then you paint the picture of how to achieve the transformation
Here’s an example of BAB:
Before
“Do you remember the days when you'd look in the mirror and be greeted by clear, radiant skin? But now, each morning seems to bring a new blemish or patch of dryness, casting a shadow over your confidence.”
After
“Imagine waking up to skin that's rejuvenated, soft to the touch, and glowing with health. Days where you confidently step out, needing minimal makeup because your skin speaks volumes about your health and vitality.”
Bridge
“It’s possible with [Skincare Product Name]. Infused with natural ingredients and backed by scientific research, our formula is designed to restore your skin's natural balance, giving you that youthful, vibrant glow.”
FAB is short for Feature, Advantage, and Benefits. FAB is solid for highlighting the specifics of a product or service. You can use it for product descriptions, datasheets, or any situation where it’s crucial to differentiate your offer from competitors.
Features: These are the key characteristics of your product or service. Think about what makes it unique or special.
Advantages: This is where you highlight how your product solves their problem.
Benefits: Here you explain what customers will gain from using your product or service.
Here’s an example of FAB with Apple:
First, Apple focuses on the features.
"Supercharged by M2 Pro or M2 Max"
"Stunning Liquid Retina XDR display"
"All the ports you need"
Then they talk about the advantages to the features.
"Takes its power and efficiency further than ever"
"Delivers exceptional performance whether it’s plugged in or not"
"Now has even longer battery life"
What they fail to do is emphasize the benefits.
How does exceptional performance make my life better?
How does having longer battery life help me?
Big brands can get away with not having benefits because people will line up and buy the product regardless.
But if they wanted to write more effective copy using this framework, they would turn the features into benefits.
“Now has even longer battery life so you don’t have to carry your charger around with you or be stuck next to an outlet.”
PASTOR stands for Problem, Amplify, Solution, Transformation, Offer, and Response. PASTOR is best for long sales pitches or content pieces. You can use it for webinars, long sales pages, or presentations where you have time to delve deeply into the problem, offer testimonies, and make a compelling offer.
Problem: This is where you identify the issue your product can solve from the user's perspective. You need to get into their shoes and understand what they're struggling with.
Amplify: Here's where you highlight how serious the problem really is and what could happen if it isn't solved. You're not trying to scare them but rather help them realize the gravity of their situation.
Solution:You describe how your product will solve their problem in clear terms.
Transformation: Share success stories of how your product has helped others with similar problems. Real-life examples always make things more relatable.
Offer: Detail exactly what you're offering to the now-interested potential customer. Be transparent about what they'll get when they purchase from you.
Response: Tell them how they can get their hands on your product and start solving their problem right away.
QUEST stands for Qualify, Understand, Educate, Stimulate, and Transition. It’s great for engaging and qualifying leads. You should use QUEST when you need to first qualify your audience (e.g., for high-ticket items), make sure they understand the value proposition, educate them, stimulate interest, and finally guide them to the next step.
Qualify: This is where you identify who you're talking to.
Understand: This step involves showing empathy towards the experiences of your audience.
Educate: Here's where you provide a solution to the problem your audience is facing.
Stimulate: Engage the reader by aligning with their brand identity and using colors that resonate with them.
Transition: Nudge the reader towards becoming a customer.
The 4 P's stand for Promise, Picture, Proof and Push. They’re best for creating a compelling narrative for your product or service. Use them when you want to promise a benefit, paint a vivid picture of achieving it, provide proof that your solution works, and then push the reader to take action.
Promise: This isn't about making grand claims you can't back up. It's about understanding your audience's needs or aspirations and assuring them you have the solution.
Picture: Here, you're painting a mental image for your audience. You want them to visualize their problem or goal clearly so they understand why they need your solution.
Proof: This is where you show that you're not just all talk. You provide evidence that supports your promise, which could be from reliable sources or personal experiences.
Push: This part pushes the audience towards action - maybe signing up for a newsletter or buying a product.
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