What's Inside:
Problem-Solution Focused
Persuasive & Emotional Appeal
Storytelling & Narrative
Trust & Proof
Value Proposition
Logical Appeal
Objection Handling & Closing
Headline/Hook
Customer-Centric
Digital-First
Mobile-First
Voice Search Optimization
Conversion Optimization
Testing & Optimization
Implementation Guidelines
This guide provides a breakdown of copywriting frameworks that will help you improve the effectiveness of your messaging, increase conversion rates, and engage audiences. Understanding which framework to apply and when can make all the difference in capturing attention, building trust, and driving action.
1. Problem-Solution Focused Frameworks
These frameworks emphasize identifying a problem and offering a solution. Great for direct response copy.
PAS (Problem, Agitate, Solve)
P-A-P-S (Problem, Agitate, Proof, Solve)
FAB (Features, Advantages, Benefits)
PAS (Problem, Agitate, Solve): Identify the problem, stir up emotions around it, and provide the solution. This approach works well for ads, social media, and email campaigns.
Example: Ads
Problem: "Struggling to keep your inbox organized?"
Agitate: "Missing important emails can cost you clients and opportunities."
Solve: "Try CleanInbox – the smart email manager that keeps everything neat and stress-free."
P-A-P-S (Problem, Agitate, Proof, Solve): Similar to PAS, but adds "Proof" after agitating the problem to back up your solution with credibility.
Example: Objection Handling
Problem: "Your website takes too long to load, costing you visitors."
Agitate: "A slow site frustrates users, drives them away, and reduces conversions."
Proof: "Studies show a 40% bounce rate increase when pages take longer than 3 seconds to load."
Solve: "Switch to our hosting platform and see your load time cut in half!"
FAB (Features, Advantages, Benefits): Highlight the features of a product, explain its advantages, and showcase the benefits. Useful for product pages and brochures.
Example: – Product Pages and Brochures
Feature: "Our laptop is powered by the latest Intel Core i9 processor."
Advantage: "This ensures lightning-fast performance for multitasking."
Benefit: "You can work efficiently without any lag, even with multiple applications running."
2. Persuasive & Emotional Appeal Frameworks
Frameworks that focus on persuasion, emotions, and creating a need.
AIDA (Attention, Interest, Desire, Action)
IDCA (Interest, Desire, Conviction, Action)
SLAP (Stop, Look, Act, Purchase)
PPP (Picture, Promise, Prove)
AIDA (Attention, Interest, Desire, Action):
Grab attention, generate interest, build desire, and push for action. A classic, effective framework for sales pages, landing pages, and ads.
Example: Landing Pages
Attention: "Say goodbye to wasted time on manual invoicing!"
Interest: "Our software automates invoices, so you can focus on growing your business."
Desire: "Imagine what you can achieve with 10 extra hours each week."
Action: "Get started today with a free trial."
IDCA (Interest, Desire, Conviction, Action):
AIDA’s close cousin, but focuses more on building conviction before action.
Example: Email Campaigns
Interest: "Looking for a faster way to schedule meetings?"
Desire: "What if you could automate bookings without endless back-and-forth emails?"
Conviction: "Our clients save 4+ hours weekly with seamless calendar integration."
Action: "Try it free for 14 days and streamline your scheduling today."
SLAP (Stop, Look, Act, Purchase):
Focuses on quickly grabbing attention and driving action. Great for short, snappy social media content and ads.
Example: Social Media
Stop: A bright image with the words "Struggling to sleep?"
Look: "Our weighted blankets have helped thousands sleep better."
Act: "Try one today and feel the difference."
Purchase: "Limited-time offer: 20% off with code COZY20."
PPP (Picture, Promise, Prove):
Paint a picture of the desired outcome, make a promise about the product, and prove why it’s trustworthy. Great for sales letters and longer-form ads.
Example: Sales Pages
Picture: "Imagine waking up energized, ready to conquer the day."
Promise: "Our supplement helps you sleep deeper and feel refreshed every morning."
Prove: "Clinically tested and recommended by leading nutritionists for optimal results."
3. Storytelling & Narrative Frameworks
These frameworks guide users through a story, often connecting emotionally with the audience.
STAR (Situation, Task, Action, Result)
HERO’S JOURNEY
The 5 C's (Context, Challenge, Conflict, Conclusion, Consequence)
STAR (Situation, Task, Action, Result):
Present a situation, the task to be done, the action taken, and the results. It’s useful for case studies and testimonials.
Example: Case Studies & Testimonials
Situation: "Jane’s sales were stagnant, and her team was overwhelmed."
Task: "She needed to automate her sales process to scale efficiently."
Action: "We implemented a CRM system with lead scoring and email automation."
Result: "Within 3 months, Jane’s sales increased by 40%, and her team had more time to focus on strategy."
HERO’S JOURNEY:
Follow the classical storytelling format of a hero’s transformation from problem to solution. This is great for brand storytelling, case studies, and video scripts.
Example: Brand Storytelling
Hero: "A young entrepreneur struggled to scale her online store."
Challenge: "Inventory issues and a clunky website kept frustrating customers."
Solution: "With our platform, she optimized operations and upgraded her customer experience."
Transformation: "Today, her business is thriving with 5X growth and a loyal customer base."
The 5 C's (Context, Challenge, Conflict, Conclusion, Consequence):
Set the context, present the challenge, introduce conflict, show the conclusion, and explain the consequence. Great for storytelling and branding.
Example: Storytelling
Context: "In 2021, small business owners faced supply chain disruptions."
Challenge: "Keeping up with demand became nearly impossible."
Conflict: "Without a reliable supplier, businesses risked losing loyal customers."
Conclusion: "Our platform connected business owners with local suppliers in minutes."
Consequence: "Now, 85% of our users report steady inventory and satisfied customers."
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4. Trust & Proof Frameworks
These frameworks work well for building trust and credibility, especially for B2B and high-value products.
4 Ps (Promise, Picture, Proof, Push)
The 4 U’s (Urgency, Uniqueness, Usefulness, Ultra-Specificity)
Feel-Felt-Found
4 Ps (Promise, Picture, Proof, Push):
Start with a compelling promise, paint a picture of the outcome, back it up with proof, and end with a call to action. Excellent for email campaigns and landing pages.
Example: Email Campaigns
Promise: "Double your website traffic in 30 days."
Picture: "Imagine a steady stream of leads flowing into your inbox."
Proof: "Trusted by over 5,000 businesses, with real success stories."
Push: "Get your personalized growth plan today!"
The 4 U’s (Urgency, Uniqueness, Usefulness, Ultra-Specificity):
Craft headlines or copy that are urgent, unique, useful, and ultra-specific. It works well for subject lines, headlines, and short ads.
Example: Headlines/Subject Lines
Urgency: "Only 24 hours left!"
Uniqueness: "Our AI-powered planner adapts to your habits."
Usefulness: "Stay productive without burnout."
Ultra-Specificity: "Get 3 extra hours in your day – starting today."
Feel-Felt-Found:
A storytelling technique where you empathize with the audience’s feelings, explain how you or someone else felt the same, and describe what was found as a solution.
Example: Objection Handling
Feel: "We understand how you feel – switching software is a hassle."
Felt: "Many of our customers felt the same way."
Found: "But they found the transition easy with our dedicated onboarding team."
5. Value Proposition Frameworks
These frameworks help you clearly communicate your product’s value.
The 4 Cs (Clarity, Credibility, Consistency, Customer-centric)
The 6+1 Formula (What, Who, Why, How, Where, When + Risk Reversal)
The 4 Cs (Clarity, Credibility, Consistency, Customer-centric):
Ensure your copy is clear, credible, consistent, and customer-centric. Ideal for web copy, landing pages, and product descriptions.
Example: Landing Pages
Clarity: "Our tool simplifies your project management."
Credibility: "Rated 5 stars by over 1,000 users."
Consistency: "Updates and support you can count on."
Customer-Centric: "Designed with your productivity in mind."
The 6+1 Formula (What, Who, Why, How, Where, When + Risk Reversal):
Explain what you offer, who it's for, why it matters, how it works, where and when it’s available, and add a risk reversal guarantee.
Example: Product Descriptions
What: "An AI-powered personal finance app."
Who: "Designed for busy professionals managing multiple accounts."
Why: "Because staying on top of your finances shouldn’t feel like a second job."
How: "Our app tracks expenses, budgets, and savings goals automatically."
Where & When: "Available 24/7 on iOS and Android."
Risk Reversal: "Try it risk-free for 30 days—cancel anytime."
6. Logical Appeal Frameworks
These appeal to rational thinking and logical decision-making processes.
QUEST (Qualify, Understand, Educate, Stimulate, Transition)
BDA (Before, During, After)
ACC (Awareness, Comprehension, Conviction)
QUEST (Qualify, Understand, Educate, Stimulate, Transition):
Qualify the audience, understand their needs, educate them, stimulate their interest, and transition to the sale. Great for sales letters and in-depth sales copy.
Example: Sales Letters
Qualify: "Are you a small business owner struggling with cash flow?"
Understand: "We know the challenge of balancing expenses and growth."
Educate: "Our service helps you forecast, manage, and increase cash flow effortlessly."
Stimulate: "With our solution, you can reduce financial stress and focus on scaling your business."
Transition: "Talk to an expert today and see how we can help.
BDF (Before, During, After):
Describe life before the solution, during the use of the solution, and after the problem is solved. This framework is particularly good for testimonials and case studies.
Example: – Testimonials and Social Proof
Before: "Before using your software, I spent hours managing invoices."
During: "While using it, I saw my workload reduce significantly."
After: "Now, I can focus on growing my business – stress-free."
ACC (Awareness, Comprehension, Conviction):
Make the audience aware, help them comprehend the offer, and build conviction for taking action. Ideal for emails and landing pages.
Example: Emails and Landing Pages
Awareness: "Still managing your expenses manually?"
Comprehension: "Our software syncs bank accounts, categorizes expenses, and provides real-time insights—all automatically."
Conviction: "Businesses that use us cut accounting time in half. Ready to join them?"
BDF (Before, During, After)
7. Objection Handling & Closing Frameworks
Frameworks designed to handle objections and close deals, often used in long-form sales copy.
PAPA (Problem, Agitation, Pain, Answer)
ACCA (Awareness, Comprehension, Conviction, Action)
The 5 Objections (Need, Trust, Timing, Money, Authority)
PAPA (Problem, Agitation, Pain, Answer):
Similar to PAS but includes the "pain" point, directly addressing the emotional aspect of the problem.
Example: Long-Form Sales Copy
Problem: "Is your website traffic declining despite your efforts?"
Agitation: "Every lost visitor means lost revenue and more business for competitors."
Pain: "Frustrating, isn’t it, watching others thrive while your traffic plateaus?"
Answer: "Our SEO strategy guarantees organic growth within 90 days."
ACCA (Awareness, Comprehension, Conviction, Action):
Guide the reader through awareness, understanding, conviction, and finally a push toward action. Useful in sales letters and pitches.
Example: Sales Letters
Awareness: "Did you know poor UX causes 70% of users to abandon apps?"
Comprehension: "Our UX consulting service solves usability issues for apps like yours."
Conviction: "90% of our clients see higher retention rates within 60 days."
Action: "Book a free UX consultation today!"
The 5 Objections (Need, Trust, Timing, Money, Authority):
Address common objections such as the need for the product, trust in the product, timing, price, and authority (decision-making).
Example: Closing
Need: "Why would I need another project management tool?"
Response: "Our tool simplifies collaboration across remote teams."
Trust: "Can I trust this new platform?"
Response: "We’re trusted by over 10,000 companies worldwide."
Timing: "I’m not ready to switch yet."
Response: "We offer onboarding support whenever you’re ready."
Money: "It’s too expensive."
Response: "Save 20% with our annual plan and get more value for less."
Authority: "I need to run this by my manager."
Response: "Let’s schedule a call with both of you to go over the benefits."
8. Headline/Hook Frameworks
These frameworks help you craft attention-grabbing headlines or opening lines.
The HOW-TO Framework
The XYZ Formula (I Help [Audience] Achieve [Outcome] by [Doing XYZ])
Curiosity Gap:
The HOW-TO Framework:
Use a “How-To” headline or opening to promise clear, actionable steps. This works well for blogs and guides.
Example: Blog Titles and Guides
"How to Build a Winning Social Media Strategy in 30 Days"
"How to Double Your Email Open Rates with These Simple Tricks"
"How to Reduce Customer Churn by 25% Using Retention Marketing"
The XYZ Formula (I Help [Audience] Achieve [Outcome] by [Doing XYZ]):
Commonly used for taglines or introductory statements on homepages and personal websites.
Example: Taglines
"I help freelancers boost productivity by automating repetitive tasks."
"We help small businesses grow revenue by optimizing local SEO."
"I help busy professionals stay healthy by delivering meal plans to their doorsteps."
Curiosity Gap:
Present a teaser that creates curiosity but doesn’t give away all the details, prompting the reader to click or read further. Excellent for email subject lines and social media.
Example: Social Media and Email Subject Lines
"This Simple Hack Saved Me $500 in One Month—Here’s How"
"You Won’t Believe What Happened When I Tried This App for 7 Days"
"The One Marketing Strategy Everyone Ignores (But Shouldn’t)"
9. Customer-Centric Frameworks
These frameworks focus entirely on the customer and their needs.
AAPPA (Attention, Advantage, Proof, Persuasion, Action)
The Golden Circle (Why, How, What)
AAPPA (Attention, Advantage, Proof, Persuasion, Action):
Gain attention, highlight the advantage of your solution, back it up with proof, persuade the audience, and call to action. Ideal for sales pages and presentations.
Example: Sales Pages and Presentations
Attention: "Tired of losing leads due to slow response times?"
Advantage: "Our chatbot engages customers instantly, 24/7."
Proof: "Used by top brands to increase conversion rates by 20%."
Persuasion: "What if this could be the game-changer for your sales funnel?"
Action: "Start your free trial today and never miss another lead."
The Golden Circle (Why, How, What):
Start with "Why" your company/product exists, move to "How" it solves problems, and end with "What" it is. This approach works well for brand storytelling.
Example: Brand Storytelling
Why: "We believe in making financial freedom accessible to everyone."
How: "By providing easy-to-use budgeting tools and coaching."
What: "Download our app now and start taking control of your finances, on your terms."
Digital-First Frameworks
These frameworks are specifically designed for digital content and modern platforms.
CURVE (Curiosity, Urgency, Relevancy, Value, Emotion)
RAPIDS (Research, Angle, Promise, Image, Delivery, Social Proof)
The 3M's (Message, Medium, Moment)
CURVE (Curiosity, Urgency, Relevancy, Value, Emotion):
Optimized for digital attention spans and engagement.
Example: Social Media Posts
Curiosity: "The hidden LinkedIn feature that's changing how we network"
Urgency: "Only available to early adopters this week"
Relevancy: "Perfect for remote professionals seeking new opportunities"
Value: "Connects you with 3x more decision-makers"
Emotion: "Never feel overlooked in your industry again"
RAPIDS (Research, Angle, Promise, Image, Delivery, Social Proof):
Particularly effective for digital content marketing.
Example: Blog Post Creation
Research: Analyze top-performing content in your niche
Angle: "Why traditional time management fails remote workers"
Promise: "Learn the async-first approach to productivity"
Image: Include relevant visuals and infographics
Delivery: Optimize for scanning with clear headers and bullets
Social Proof: Include case studies and user testimonials
The 3M's (Message, Medium, Moment):
Framework for multi-channel digital campaigns.
Example: Product Launch
Message: "Transform your workflow with AI-powered automation"
Medium: Choose platform-specific formats (Instagram Stories, LinkedIn articles, Email sequences)
Moment: Time content for peak engagement periods
Mobile-First Frameworks
Designed for mobile consumption and short attention spans.
SHIFT (Short, Human, Informal, Fast, Tested)
The 5S's (Scan, Skim, Scroll, Share, Save)
SHIFT (Short, Human, Informal, Fast, Tested):
Optimized for mobile engagement.
Example: App Store Description
Short: "Edit photos like a pro in seconds"
Human: "Created by photographers for photographers"
Informal: "No fancy jargon - just powerful editing tools"
Fast: "Instant results with one-tap presets"
Tested: "Loved by 2M+ creators"
The 5S's (Scan, Skim, Scroll, Share, Save):
Design content for mobile user behaviors.
Example: Long-form Article
Scan: Bold key points and statistics
Skim: Use clear subheadings and bullet points
Scroll: Break content into digestible chunks
Share: Include shareable quotes and takeaways
Save: Add clear CTA for bookmarking or downloading
Voice Search Optimization Frameworks
Frameworks adapted for voice search and conversational AI.
SPEAK (Search intent, Phrases, Engagement, Answer, Keywords)
Natural Language Pattern (Question, Context, Solution)
SPEAK (Search intent, Phrases, Engagement, Answer, Keywords):
Optimize content for voice search.
Example: Local Business Content
Search intent: "Find nearby coffee shops" `
Phrases: "Where can I get the best coffee near me?"
Engagement: Conversational tone and natural language
Answer: Direct, specific responses
Keywords: Location-based and long-tail phrases
Natural Language Pattern:
Structure content for voice queries.
Example: FAQ Page -
Question: "How do I reset my password?"
Context: "If you're having trouble logging in..."
Solution: Step-by-step verbal instructions
Conversion Optimization Frameworks
These frameworks focus specifically on improving conversion rates.
LIFT (Logic, Incentive, Friction, Timing)
The 3T's (Trust, Transparency, Testimony)
LIFT (Logic, Incentive, Friction, Timing):
Optimize for conversions.
Example: SaaS Pricing Page
Logic: Clear value proposition for each tier
Incentive: "Save 20% with annual billing"
Friction: One-click signup process
Timing: Limited-time launch discount
The 3T's (Trust, Transparency, Testimony):
Build confidence for conversion.
Example: Checkout Page
Trust: Security badges and guarantees
Transparency: All fees and terms upfront
Testimony: Customer reviews and ratings
Testing & Optimization Frameworks
Frameworks for improving copy through testing.
TEST (Track, Evaluate, Split-test, Tweak)
The 4R's (Record, Review, Revise, Repeat)
TEST (Track, Evaluate, Split-test, Tweak):
Systematic approach to copy optimization.
Example: Email Campaign
Track: Monitor open rates and click-through rates
Evaluate: Compare against benchmarks
Split-test: A/B test subject lines and CTAs
Tweak: Optimize based on data
The 4R's (Record, Review, Revise, Repeat):
Continuous improvement cycle.
Example: Landing Page Optimization
Record: Track conversion metrics
Review: Analyze user behavior
Revise: Update copy based on insights
Repeat: Continue testing cycle
Implementation Guidelines
Best Practices for Framework Selection:
1. Choose Based On:
Channel (social, email, web, etc.)
Audience stage (awareness, consideration, decision)
Content type (ad, landing page, email, etc.)
Campaign goals (conversion, engagement, awareness)
2. Framework Combination Matrix:
Primary Framework + Supporting Framework
Example:
PAS + 4U's for ad copy
AIDA + FAB for product pages
STAR + Golden Circle for case studies
3. Testing Protocol:
Set baseline metrics
Test one variable at a time
Run tests for statistical significance
Document and share results
4. Common Pitfalls to Avoid:
Overcomplicating the message
Mixing too many frameworks
Ignoring audience context
Skipping testing phase
5. Success Metrics by Framework Type:
Problem-Solution Frameworks:
Conversion rate
Click-through rate
Time on page
Emotional Appeal Frameworks:
Engagement rate
Share rate
Comment sentiment
Trust Building Frameworks:
Form completion rate
Cart abandonment rate
Return visitor rate
6. Framework Selection Criteria:
Audience sophistication level
Product complexity
Sales cycle length
Platform constraints
7. Platform-Specific Adaptations:
LinkedIn:
Professional tone
Industry insights
Thought leadership
Instagram:
Visual story focus
Emotional connection
Quick engagement
Email:
Personalization
Clear value proposition
Strong call-to-action
8. Multi-Channel Campaign Integration:
Maintain a consistent core message
Adapt the framework for each channel
Track cross-channel performance
9. Performance Optimization:
Set up tracking systems
Define success metrics
Create testing schedule
Document learnings
10. Framework Evolution:
Monitor industry trends
Update examples regularly
Incorporate new channels
Adapt to audience changes