My agency has written 10,000+ pieces of copy.
Our #1 Copywriting Rule:
Never write copy from scratch, always use a framework.
Here are 10 proven copywriting frameworks to write high-converting copy.
🧵 THREAD 🧵
1. Features-Advantages-Benefits
Features: start with what your product can do.
Advantages: explain why it's helpful.
Benefits: elaborate on what it means for the reader.
Example:
Features: start with what your product can do.
Advantages: explain why it's helpful.
Benefits: elaborate on what it means for the reader.
Example:
2. PASTOR
P: Identify the Problem people are having.
A: Amplify the consequences of not solving it.
S: Tell a Story related to the problem.
T: Include Testimonials from happy customers.
O: Present your Offer.
R: Ask for a response.
Example:
P: Identify the Problem people are having.
A: Amplify the consequences of not solving it.
S: Tell a Story related to the problem.
T: Include Testimonials from happy customers.
O: Present your Offer.
R: Ask for a response.
Example:
3. Before-After-Bridge
Before: present the current situation with the problem.
After: show them the world without the product.
Bridge: Show them how to get there.
Example:
Before: present the current situation with the problem.
After: show them the world without the product.
Bridge: Show them how to get there.
Example:
4. Attention – Interest – Desire – Action
Attention: get the reader's attention with a bold statement.
Interest: present information that appeals to the reader.
Desire: state the benefits of your product.
Action: ask for a sign-up/purchase.
Example:
Attention: get the reader's attention with a bold statement.
Interest: present information that appeals to the reader.
Desire: state the benefits of your product.
Action: ask for a sign-up/purchase.
Example:
5. Problem-Agitate-Solve
Problem: identify the most painful problem your target has.
Agitate: make the problem hurt, show why it is bad.
Solve: present your product as the logical solution to the problem.
Example:
Problem: identify the most painful problem your target has.
Agitate: make the problem hurt, show why it is bad.
Solve: present your product as the logical solution to the problem.
Example:
6. Picture – Promise – Prove – Push
Picture: paint a picture that gets attention and creates desire.
Promise: describe how your product will deliver.
Prove: provide testimonials that back up your promise.
Push: give them a little push to take action.
Example:
Picture: paint a picture that gets attention and creates desire.
Promise: describe how your product will deliver.
Prove: provide testimonials that back up your promise.
Push: give them a little push to take action.
Example:
7. Star-Story-Solution
Star: introduce the main character of your story.
Story: tell a compelling story to keep the reader hooked.
Solution: an explanation of how the star wins in the end.
Example:
Star: introduce the main character of your story.
Story: tell a compelling story to keep the reader hooked.
Solution: an explanation of how the star wins in the end.
Example:
8. Awareness – Comprehension – Conviction – Action
Awareness: present the situation or problem.
Comprehension: help your readers understand the problem.
Conviction: create the desired conviction in your reader to use your solution.
Action: make them take action.
Example:
Awareness: present the situation or problem.
Comprehension: help your readers understand the problem.
Conviction: create the desired conviction in your reader to use your solution.
Action: make them take action.
Example:
9. The 5 Basic Objections
Answer these questions in order:
1. I don’t have enough time.
2. I don’t have enough money.
3. It won’t work for me.
4. I don’t believe you.
5. I don’t need it.
Example:
Answer these questions in order:
1. I don’t have enough time.
2. I don’t have enough money.
3. It won’t work for me.
4. I don’t believe you.
5. I don’t need it.
Example:
10. The Four C's
More than a framework, this is a checklist to write good copy.
Whatever kind of copy you're writing...
Make sure it's:
- Clear
- Concise
- Compelling
- Credible
Example:
More than a framework, this is a checklist to write good copy.
Whatever kind of copy you're writing...
Make sure it's:
- Clear
- Concise
- Compelling
- Credible
Example:
Thank you for reading this!
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So follow me @ecomchasedimond to keep learning!
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