If you’re reading this, it means you’ve got a passion for words or (more likely) a desire to use them to create real impact in your business. Today, we’re diving into the world of copywriting frameworks—one of my favorite tools to add that “oomph” to your copy and make your words stick like superglue.
Like a well-built house needs a solid foundation, compelling copy needs a reliable framework. Yep, even professional copywriters use templates to get the ball rolling.
These tried-and-true structures help guide my writing so I can craft messages that engage and motivate audiences to take action. Sound like something you want to learn, too? In this blog post, I’ll cover six powerful copywriting frameworks that can transform your copy from “meh” to “wow!” Each one comes with its unique formula, explanation, and example to help you envision how to use it in your own copy.
Say hello to the timeless classic, AIDA. It stands for Attention, Interest, Desire, and Action. It’s like a roadmap for your copy, guiding your audience from initial attention-grabbing to the final call to action. This framework is incredibly versatile and can be applied to almost any business or industry.
Here’s how it works:
Start by capturing their attention with a compelling headline or opening line.
Pique their interest with intriguing details or facts.
Stoke their desire by painting a vivid picture of what they stand to gain.
Propel them towards action with a persuasive call to action.
Example: If you’re a wedding planner, your AIDA copy might look like this.
“Say ‘I Do’ to a Stress-Free Wedding! Dreaming of a perfect wedding but overwhelmed by the planning? Picture a day where every detail is taken care of, leaving you free to enjoy your special moment. Ready to turn that dream into reality? Contact us today for a free consultation.”
Alright, onto the next, the PAS framework. This is about empathy and problem-solving, two major keys to connecting with your audience.
PAS stands for Problem, Agitate, and Solution:
You identify a problem your audience is experiencing.
You agitate it by delving into the pain points and the consequences if it’s not resolved.
You present your product or service as the perfect solution.
This framework is really effective when you know your audience is facing a specific issue that your business can solve. Think about a paint point you know you solve, and then put yourself in your audience’s shoes and keep asking yourself, “Why.”Eventually, the superficial concern about not having white teeth (if you’re selling toothpaste, that is) gets more and more specific, and you might land on the idea that customers feel insecure about their smile and are looking for confidence (as well as whatever chemicals help make your teeth white) when they’re shopping.
Example: If you’re in the B2C space and selling a product, it might look something like: “Tired of dull hair? You’re not alone. Discover our rejuvenating shampoo.”
One of the things I love about this example is how quick and straightforward this copy is. It immediately gets to the point and addresses a common problem, agitates it by acknowledging that others have it too, and then presents the solution in just one sentence. This copywriting framework is great for lead magnets, sales pages, and even ad copy.
We’re two frameworks in, and I hope you’re loving these! But if you’re thinking, “I don’t want to have to bookmark this page or try to remember all this.” I GET IT. Writing copy isn’t the thing you love about your business, but it is mine. Contact me today, and let’s see how we can work together to spruce up your copy without you having to think about copy frameworks, grammar rules, and SEO best practices.
This framework is where you infuse your writing with a clarity that cuts through the noise, a conciseness that respects your reader’s time, a compelling narrative that grabs attention, and credibility that builds trust.
First things first, you need to ensure your message is clear. That means ditching the industry jargon and speaking a language your audience understands and resonates with. Next, you’ll aim for conciseness: no fluff, no filler, just straight-to-the-point messaging. Then, you’ll want to make sure your copy is compelling. It should evoke emotion, spark curiosity, and inspire action. I know, I know, easier said than done. And lastly, add a dash of credibility. Back up your claims with facts, figures, testimonials, or anything else that boosts trust.
This framework is the perfect tool for crafting copy for products or services requiring a higher level of trust, like financial services or in-depth courses with a big ol’ price tag.
Let’s say you’re selling a fitness program. Your 4Cs copy might look something like this:
“Ready to transform your body and mind? Our fitness program delivers real results in just 12 weeks. Don’t just take our word for it – check out the rave reviews from our happy clients. With a 100% satisfaction guarantee, you can trust us to help you reach your fitness goals. Ready to feel the burn?”
See how that works? The copy is clear (it’s about a fitness program), concise (no unnecessary words), compelling (who doesn’t want to transform their body and mind?), and credible (backed by client reviews and a guarantee). This framework covers all the bases for creating compelling and trustworthy copy.
The FAB framework highlights your product or service’s features, advantages, and benefits.
FAB stands for Features, Advantages, and Benefits. Starting off, we lay out the features of your product or service. These are the tangible attributes or characteristics. Next, we delve into the advantages. How do these features make your offer stand out? And finally, we tap into the benefits. How does your product or service improve your customer’s life or solve their problems?
This framework is a total game-changer when you’re writing product descriptions or sales pages. It helps you shift focus from what your product is (an easy headspace to get in as a business owner) to what it can do for your customers (which is how you actually make sales).
Example: Imagine you’re an esthetician selling a new skincare product. Your FAB copy might look something like this:
“Introducing our new Hydra-Boost Serum. This smooth and creamy lotion (Feature) is packed with hyaluronic acid and vitamin C (Advantage). Not only does it hydrate and brighten your skin, but it also fights signs of aging, leaving you with a youthful glow (Benefit). Ready to say hello to your best skin ever?”
Did you see how I moved from the feature (lotion) to the advantage (hyaluronic acid and vitamin C) and then to the benefit (hydrates, brightens, and fights signs of aging)? That’s the magic of the FAB framework.
The ACC framework guides your audience through a journey of discovery, understanding, and action. Start by raising awareness about a problem or need. It could be an obvious pain point, but this works even better when you raise awareness for an issue or need that your audience may not even realize they have. Next, you’ll deepen comprehension by explaining how your product or service addresses this problem or need. And finally, you’ll drive conversion by inspiring your audience to take action.
This framework is a real winner when you’re crafting an engaging narrative for your brand. It helps you create a powerful story that connects with your audience on a deeper level and motivates them to act.
Example: If you’re marketing an eco-friendly clothing brand, your ACC copy might look something like this:
“Did you know that fast fashion contributes to 10% of global carbon emissions? We’re changing the game. Our clothes are made from 100% recycled materials, reducing your carbon footprint without compromising style. Join the sustainable fashion movement today and make a difference with every purchase.
See how we moved from creating awareness about a problem (fast fashion) to deepening comprehension about the solution (eco-friendly clothes) and then driving conversion (encouraging a purchase)? That’s the beauty of the ACC framework. So, next time you’re crafting your brand story, remember ACC, and let your words inspire action!
The average person sees around 10,000 ads per day. Holy freaking cow. So, in this sea of content, the SLAP framework can help your brand stand out online. Initially, we strive to stop your audience mid-scroll with a powerful headline or an eye-catching graphic. Then, we entice them to look deeper with valuable content that resonates with their needs or desires. Next, we stir them to act with a compelling call to action. Finally, we streamline the purchase process, removing potential obstacles on their path to purchase.
This model is particularly effective when you’re working to stand out amidst the digital clutter and connect with your target audience. It guides you in crafting content that not only grabs attention but also gently ushers your audience toward making a purchase.
Suppose you’re marketing a subscription-based meal planning service. Your SLAP copy might unfold something like this:
“Say Goodbye to Meal Planning Stress!” (Stop). Our service provides weekly meal plans, complete with grocery lists and easy-to-follow recipes tailored to your dietary preferences (Look). Sign up today and reclaim the joy of home cooking without the hassle (Act). With our user-friendly interface and secure payment system, you’ll be whipping up delicious meals in no time (Purchase).
Did you notice how we transitioned from stopping the audience (with a catchy headline) to getting them to look (with intriguing content), then acting (with a persuasive call to action), and finally purchasing (with a seamless checkout process)? That’s the magic of the SLAP model. So, when it’s time to create promotional content, remember SLAP and let your words leave a lasting impression!
These frameworks are meant to be used and infused into your copy to make it resonate with your audience. But they’re just the tip of the copywriting iceberg. You can always mix and match elements from different frameworks, test out templates created by copywriters, or even create your own customized framework based on your unique brand and audience. I’ve got templates for uncovering your uniquely-you brand message and an email funnel to nurture freebie downloaders into ready-to-commit subscribers. Browse these and more over at my shop!