✍🏽 What are copywriting frameworks?
Copywriting frameworks are structured ways to write good copy.
Whether you write an ad, landing page, or social media post, you can choose a framework and get the ball rolling easily.
Think of frameworks as recipes for copywriting, they provide the blueprint for a persuasive copy. You can tweak and change them as you wish, but you always have a solid base to fall back on.
💯 Why they are important
- They make it easy to start: Copywriting projects can get overwhelming. Using a framework allows you to get ideas on screen quickly.
- They save time: The frameworks below have proven effective for major brands. Using them is a fast way to produce decent copy.
- They work everywhere: No matter the type of copy you write, there is a framework to help you write better and faster.
🥵 Easy to learn, hard to apply
There are many articles online describing the endless supply of copywriting frameworks. But understanding it isn’t enough. If you don’t apply it, these frameworks will fade from your brain.
Here are the frameworks and how to apply them 👇🏽
3️⃣ Essential Frameworks
Below are the most common copywriting frameworks out there. Every “Top 10” article mentions them, and for good reason. They are versatile and effective.
1. PAS (Problem, Agitation, Solution) 🤕
This simple framework requires you to understand your target audience’s pain point (problem), twist the knife (make the reader deeply feel the pain of the problem), and then offer the product as the solution.
2. AIDA (Attention, Interest, Desire, Action) ❗
This framework starts with capturing the reader’s attention with a good hook.
Then, it builds interest by talking about the problem that the product solves.
Now that the reader is invested, we introduce our product’s unique value.
And finally, we give the reader a clear and compelling CTA.
3. BAB (Before , After , Bridge) 🌉
Like the other frameworks, everything starts with your client’s pain points.
Once you identify that, use the BAB framework to paint a picture of how your client feels now, the ideal situation he wants to find himself in and show how your product can help the client transition between the stages.
🥷🏽 How to master these frameworks in 15 minutes
Knowing these is the easy part.
But how do you make these frameworks part of your copywriting toolbox?
You practice it for just 15 minutes a day.
Here is what you do:
📱 Apply a framework to your favorite app (5 Minutes)
Choose a framework → Think of your favorite app lately → write a simple copy (3-5 sentences) selling this app to someone like you.
For example, I have used Things 3 a lot lately. Let’s apply PAS to this app.
Problem: “Overwhelmed with to-do lists? Tasks slipping through the cracks?” Agitate: “You’re constantly juggling priorities, but nothing feels under control. Sticky notes, emails, and random reminders just aren’t cutting it anymore, they’re adding to the chaos instead of solving it.” Solution: “Meet Things 3, the task manager designed to bring clarity to your life. With an intuitive interface, seamless syncing across devices, and powerful tools to prioritize what matters, you’ll finally have everything under control. Try Things 3 today and take the first step toward a calmer, more productive life.”
Try to alternate between fun apps (like Duolingo) and challenging ones (like bank apps).
📊 Analyze and rewrite (5 Minutes)
- Go on Instagram or X. Scroll until you notice an ad that captures your attention.
- Deconstruct the copy of the ad. Try to understand if it uses any variation of the frameworks we learned today.
- Now, rewrite the ad using another framework. Analyzing ads is an amazing practice by itself, but applying different frameworks to it takes things to a different level. If the ad uses BAB, apply AIDA to the same product using the same message.
💼 Apply things to you own projects (5 minutes)
Take 5 minutes to look at your existing work (your own projects or clients work) and see where you can implement these frameworks.
💬 Bonus: Seek feedback (Reddit + my chat)
Did you write a lot of copy in your daily practice but you are not sure if it’s any good?
Working by yourself can be frustrating. You feel like you are not making progress because you don’t have feedback from other people.
To solve that, go to reddit (subreddites like r/copywriting) and ask for a review of you copy.
Or, send a message in the chat and I’ll be happy to give you feedback on your copy!
Now go practice!