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