Copywriting Frameworks
Copywriting frameworks are the structures that make persuasion repeatable. Learn them, and you'll never stare at a blank page again.
The Essential Frameworks
These are the foundational frameworks every copywriter should know. Each serves different purposes and audiences.
AIDA (Attention → Interest → Desire → Action)
The grandfather of all copywriting frameworks. Captures attention, builds interest, creates desire, and prompts action. Works for almost any format.
PAS (Problem → Agitation → Solution)
Start with the problem, twist the knife to make it urgent, then present your solution. Incredibly effective for pain-point marketing.
PASTOR (Problem → Amplify → Story → Transformation → Offer → Response)
An expanded framework perfect for longer content. Adds storytelling and transformation to the classic problem-solution structure.
Hook-Story-Offer (Russell Brunson)
The modern funnel framework. Hook their attention, tell a story that builds connection, then make an offer. Popularized by ClickFunnels.
- Hook-Story-Offer for Blog Posts
- Hook-Story-Offer for Course Creators
- When Hook-Story-Offer Works (and When It Doesn't)
Additional Frameworks
Beyond the essentials, these frameworks offer specialized approaches for specific situations.
Before-After-Bridge (BAB)
Paint the current state, show the desired future state, then bridge the gap with your solution. Simple and visual.
FAB (Features → Advantages → Benefits)
Translate product features into advantages, then into reader benefits. Essential for product-focused copy.
4 Ps (Promise → Picture → Proof → Push)
Make a promise, paint a picture of the outcome, prove it works, then push for action.
PPPP (Picture → Promise → Prove → Push)
A variation that leads with the picture before the promise. Good for visual storytelling.
ACCA (Awareness → Comprehension → Conviction → Action)
Focuses on the cognitive journey from awareness to action. Good for educational content.
QUEST (Qualify → Understand → Educate → Stimulate → Transition)
Qualifies the reader first, then takes them on a journey. Great for targeted, high-intent content.
Star-Chain-Hook
Star (attention-grabbing opening) → Chain (logical sequence of facts/benefits) → Hook (call to action).
StoryBrand (Donald Miller)
Position your customer as the hero and your brand as the guide. Story structure for marketing.
SLAP (Stop → Look → Act → Purchase)
Designed for short-form copy—ads, social posts, quick-hit content.
Soap Opera Sequence
Multi-email storytelling framework that builds suspense and connection over time.
Headline Frameworks
Frameworks specifically for crafting headlines that stop readers.
Choosing the Right Framework
Not sure which framework to use? Here's a quick guide:
- Blog posts: AIDA, PAS, or PASTOR
- Sales pages: PASTOR, Hook-Story-Offer
- Email sequences: Soap Opera, PAS
- Social media: SLAP, BAB
- Landing pages: AIDA, 4 Ps
- Product descriptions: FAB, BAB
- About pages: StoryBrand, Hook-Story-Offer
→ Learn from the Copywriting Legends