In this week's issue, I want to share a few of my favorite copywriting frameworks I keep on hand, and refer to daily when writing:
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Different from content writing, when I'm writing copy - my goal is to guide or inspire my reader to take a specific action (sign-up, join, purchase, subscribe, visit, download, keep reading, etc.)
In studying the works of legendary copywriters - I learned that the best marketers use these frameworks over and over again in their messaging to trigger response.
While there are tons of copywriting frameworks, I'm going to share the 5 frameworks I find most helpful in accelerating my writing process, adding clear structure and focus to my writing, and driving greater conversion.
So, here we go...
Problem → Agitate → Solution
[P]roblem - State the reader's problem
[A]gitate - Make the problem more relatable
[S]olution - Show your reader the way out
Attention → Interest → Desire → Action
[A]ttention - Grab your reader's attention
[I]nterest - Pique your reader's interest
[D]esire - Create a desire for your product/service
[A]ction - Motivate your reader to take action
Qualifies → Understands → Educates → Stimulates → Transition
[Q]ualifies - Prep your reader
[U]nderstands - Empathize with your reader
[E]ducate - Teach your reader a solution to their problem
[S]timulate - Sell your reader your solution
[T]ransition - Ask your reader to take action
P.S. Yes, I tested ChatGPT on this one. Pretty generic, if you ask me, but you get the point. :)
Problem → Amplify → Story/Solution → Transformation → Offer → Response
[P]roblem - Identify the problem your reader is facing
[A]mplify - Highlight the consequences if they don't solve it
[S]tory - Tell a story on how others have solved it
[T]ransformation - Show what it looks like on the other side
[O]ffer - Present your offer
[R]esponse - Ask your reader to take action
Before → After → Bridge
[B]efore - Where you're at
[A]fter - Where you want to be at
[B]ridge - The solution to getting there
5 copywriting frameworks the pros use (again and again) to trigger response:
PAS: Problem - Agitate - Solution
AIDA: Attention - Interest - Desire - Action
QUEST: Qualifies - Understands - Educates - Stimulates - Transition
PASTOR: Problem - Amplify - Story - Transformation - Offer - Response
BAB: Before - After - Bridge
Before we close out, a quick piece of advice from one of my favorite choreographers (and of course, applies to the creative writing process, too):
"Structure is not a "Godline". It is a guideline. - Rennie Harris
The frameworks above are meant to serve as guardrails or boundaries for your copy.
Acknowledge the structure, and allow the copywriting experience to be fluid and flexible within.
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