Copywriting Frameworks

Copywriting frameworks are structured approaches used by marketers and copywriters to craft compelling messages that engage audiences and drive action. These frameworks help in organizing thoughts and ensuring that the message is clear and persuasive.

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Frameworks List

AIDA

Origin: Developed in the late 19th century by advertising pioneer E. St. Elmo Lewis.

Description: AIDA stands for:

  • Attention: Grab the audience's attention
  • Interest: Generate interest in your offering
  • Desire: Create desire for the product/service
  • Action: Prompt the customer to take action

Best For: Sales pages, email campaigns, social media ads

PAS (Problem-Agitate-Solution)

Origin: Popularized by legendary copywriter Dan Kennedy

Description: A powerful psychological framework:

  • Problem: Identify the customer's pain point
  • Agitate: Emphasize the consequences of not solving it
  • Solution: Present your product as the answer

Best For: Landing pages, blog posts, sales emails

BAB (Before-After-Bridge)

Description: A transformational framework:

  • Before: Paint a picture of the current situation
  • After: Describe the ideal outcome
  • Bridge: Show how your solution gets them there

Best For: Case studies, testimonials, product descriptions

4 Ps Framework

Description: A comprehensive approach:

  • Picture: Paint a vivid scene
  • Promise: Make a compelling offer
  • Proof: Provide evidence and credibility
  • Push: Drive action with urgency

Best For: Long-form sales copy, video scripts

FAB (Features-Advantages-Benefits)

Description: A customer-centric framework:

  • Features: What your product has/does
  • Advantages: How these features help
  • Benefits: The end result for the customer

Best For: Product pages, brochures, pitch decks

StoryBrand Framework

Description: A narrative-based approach:

  • Character: Your customer is the hero
  • Problem: Internal, external, philosophical
  • Guide: Your brand as the mentor
  • Plan: Clear path to success
  • Call to Action: Direct and transitional

Best For: Brand messaging, website copy, marketing campaigns

Great Leads

Description: A versatile framework for engaging leads:

  • Direct: Straightforward and clear
  • Indirect: Subtle and suggestive
  • News: Timely and relevant
  • How-to: Educational and informative
  • Question: Provocative and engaging
  • Command: Authoritative and directive
  • Testimonial: Credible and trustworthy
  • Story: Narrative and compelling
  • Quotation: Insightful and thought-provoking

Best For: Email marketing, social media posts, advertisements

PAPA

Description: A persuasive framework:

  • Problem: Identify the issue
  • Agitate: Intensify the problem
  • Persuade: Convince with arguments
  • Asks: Call for action or response

Best For: Sales letters, presentations, pitches

The 5 Cs

Description: A clarity-focused framework:

  • Clear: Easy to understand
  • Concise: Brief and to the point
  • Compelling: Engaging and persuasive
  • Credible: Trustworthy and reliable
  • Customer-focused: Centered on the audience's needs

Best For: Website content, marketing materials, customer communications