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My Favorite Copywriting Frameworks that ACTUALLY Work [WITH EXAMPLES!]

Updated: Jan 30


3 copywriting frameworks that actually work

Copywriting, at its core, is the strategic use of words to inspire action!


Whether it's crafting compelling advertisements, creating engaging website content, or driving conversions through persuasive emails, copywriting is the heartbeat of effective communication. 


Copywriting frameworks serve as an invaluable tool - providing structure and guidance to creating strategic copy. Not to mention using tried and true copywriting formulas and frameworks can make the writing process 10x easier and FASTER!


And. . . who doesn't want to be more efficient and effective when writing copy?! Even with AI on the rise, copywriting frameworks like the ones below can help tremendously.


Today, I'm sharing with you my top 3 favorite copywriting frameworks. 


These frameworks will help you tap into the human psychology behind why people make a purchase, making your messages more compelling, memorable, and ultimately, more persuasive!


Let’s dive into my favorite copywriting frameworks below!


1. The AIDA Copywriting Framework


AIDA Copywriting Framework

The AIDA framework stands for Attention, Interest, Desire, and Action.


Each stage plays a crucial role in guiding the audience from initial awareness to eventual engagement.


Let's break down each element:


A. Attention: Capturing the Reader's Imagination


Attention is the gateway to engagement. It involves grabbing the reader's attention through compelling storytelling, intriguing anecdotes, or thought-provoking questions.


The goal is to make the audience pause and take notice.


I. Interest: Building a Fascination for the Product/Service


Interest goes beyond awareness; it's about creating a fascination with what you offer.


This stage focuses on showcasing unique aspects, highlighting key features, and addressing customer pain points. The aim is to kindle curiosity and make the audience eager to explore further and want to learn more.


D. Desire: Creating a Craving for the Offer


Desire elevates interest into a genuine craving for the product or service. Through persuasive storytelling and showcasing real-life benefits, this stage should create an emotional connection with the audience. It fosters a desire that goes beyond the transactional, but building lasting connections (think know, like, trust factor!)


A. Action: Encouraging a Call-to-Action


Action is the culmination of the AIDA model, when you invite your audience to take the next step. It seamlessly transitions from interest to action, whether it's exploring offerings, signing up, or making a purchase.


The call-to-action is inviting, encouraging, and aligned with the reader's journey (what you want them to do!)


EXAMPLE:


  • Attention: Is your skin looking a bit dull and tired?

  • Interest: Our new skincare line is made with organic ingredients that can revitalize your skin - making it look and feel dewy and luminous.

  • Desire: Imagine having radiant, glowing skin that makes you feel confident and beautiful without makeup.

  • Action: Try it today and start experiencing the difference for yourself!



2. The PAS Copywriting Formula (Problem-Agitate-Solution) 


PAS Copywriting Framework

The PAS framework stands for Problem-Agitate-Solution. It's a structured approach designed to empathetically address your customer pain points, intensify their concerns, and present a compelling solution (your product or service!)


Let's break down each element:


P. Problem: Discuss the pain point


In the Problem phase, the copy identifies and empathizes with the audience's pain points. By acknowledging the challenges, you establish a connection, showing a genuine understanding of the issues your audience faces.


A. Agitate: Pour salt on the wound


Agitating the problem involves diving into the consequences of not resolving their issues / pain / challenge. By emphasizing the negative outcomes, the copy intensifies the sense of urgency and communicates the tangible impact of the problems, compelling you audience to seek a solution.


S. Solution: Present your service as the solution


In the Solution phase, the copy introduces your product or service as the remedy to their challenges. It positions your offer as the transformative solution that will solve their problem.


EXAMPLE:


  • Pain: Are you tired of feeling stressed and anxious all the time?

  • Agitate: Stress can negatively impact your mental and physical health, leading to a wide range of issues, including fatigue, headaches, and depression.

  • Solution: Our stress-relief products are designed to calm your mind and soothe your body, helping you to feel calm, relaxed, and rejuvenated. Find peace, and shop today!



3. The P.P.P.P Copywriting Formula (Picture-Problem-Prove-Push) 


PPPP Copywriting Framework

The PPPP framework stands for Picture, Promise, Proof, and Push. It's designed to capture attention, paint a vivid mental image, provide evidence, and encourage action. 


Let's break down each element:


P. Picture: Creating a Vivid Mental Image


The Picture phase involves painting a vivid mental image for the audience. Through descriptive language and storytelling, the copy creates a scenario that allows the audience to visualize the positive outcomes and benefits of your product or service.


P. Promise: Making a Compelling Promise


In the Promise phase, the copy makes a bold commitment to your audience. It involves crafting a compelling pledge or statement that communicates the value and benefits your audience can expect fr your offer -- this creates anticipation and interest.


P. Proof: Providing Social Proof and Testimonials


In the Proof phase, the copy provides evidence to support the promised benefits. This can include customer testimonials, case studies, statistics, or any form of social proof that adds credibility and authenticity to your claims.


P. Push: Implementing a Strong Call-to-Action


The Push phase is the final call-to-action. It urges your audience to take the next step, aligning with the promises you made. The call-to-action should be clear, compelling, and designed to prompt immediate action.


EXAMPLE:


  • Picture: Imagine waking up every morning to a stunning view of the ocean, watching the sunrise gleam off the water and hearing the gentle crashing of the waves.

  • Promise: Our beachfront properties offer unparalleled luxury and comfort with all the amenities you need to live your best life (it will feel like you're on vacation everyday!)

  • Prove: From private balconies and oceanfront pools to gourmet kitchens and spacious living areas, our properties are the epitome of luxury -- just check our reviews!

  • Push: Don't miss your chance to own a piece of paradise. Contact us to schedule a tour of our exclusive properties today!



SAVE These Copywriting Frameworks for Later!


Copywriting is not just about words; it's about understanding your audience, addressing their pain points, and guiding them through a journey that leads to meaningful engagement. 


Whether you're aiming to grab attention, empathize with their challenges, or provide compelling CTAs, these copywriting frameworks offer versatile tools for crafting messages that resonate, persuade, and inspire!


Need help?


Want to learn how to become a better copywriter?


Check out my copywriting coaching packages by tapping the button below. I offer 1:1 caching sessions to inspire, educate,  and help you become the badass, successful copywriter you dream to be!




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