top of page

AM #003: 5 Copywriting Frameworks the Pros Use to Trigger Response

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:


PAS Copywriting Framework


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:


AIDA Copywriting Framework


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:


QUEST Copywriting Framework

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:


PASTOR Copywriting Framework


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:


BAB Copywriting Framework


TL;DR

5 copywriting frameworks the pros use (again and again) to trigger response:

  1. PAS: Problem - Agitate - Solution

  2. AIDA: Attention - Interest - Desire - Action

  3. QUEST: Qualifies - Understands - Educates - Stimulates - Transition

  4. PASTOR: Problem - Amplify - Story - Transformation - Offer - Response

  5. 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.


Happy writing!


__


Want weekly marketing strategies, tactics, tips and trends?


Join small business owners and marketers of small businesses on a quest to improve their brand & marketing initiatives by subscribing here.



Whenever you’re ready, there are 3 ways I can help you:

  1. Looking for more marketing tips? I share my marketing learnings & lessons on LinkedIn. Follow along here.

  2. Want feedback on your copy? Hit reply with a link to your draft an


d I'd be happy to take a look and send over my thoughts.

  1. Need help building a marketing plan for your business? Book a strategy call here



bottom of page