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:
ads
emails
websites
headlines
subject lines
landing pages
social media captions
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...
1. PAS
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
Example:

2. AIDA
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
Example:

3. QUEST
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
Example:

P.S. Yes, I tested ChatGPT on this one. Pretty generic, if you ask me, but you get the point. :)
4. PASTOR
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
Example:

5. BAB
Before → After → Bridge
[B]efore - Where you're at
[A]fter - Where you want to be at
[B]ridge - The solution to getting there
Example:

TL;DR
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
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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.
Happy writing!
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