What is a copywriting framework?

Rooted in sales tactics, copywriting frameworks can be a huge help... sometimes.

I get asked about copywriting frameworks from time to time – usually by people who have heard or read about copywriting frameworks and think, "I want one!"

If I was being unkind, I'd say they're most often mentioned by people who like to know that they're using a freelance copywriter who is applying a process to their work – rather than plucking words from the air at random (because, duh! That's all we do).

One method when writing copy that copywriters use quite often is known as PAS – it stands for Problem, Agitate, Solution. So, in simple terms, it might be something like the following, which is written with a hypnotherapy business in mind:

Problem: 'Hi – you have something wrong in your life and it's holding you back.'

Agitate: 'I get it, it must be really difficult and is probably making you really stressed.'

Solution: 'This is a proven way to help with this problem.'

You would, of course, flesh it out somewhat.

A problem, yesterday

Fascinating AIDA

Another copywriting framework is called AIDA – this one stands for Attention, Interest, Desire, Action. So:

Attention: 'Is your life being held back by stress? It's horrible, isn't it – but it can often be fixed in just an hour.'

Interest: 'It's true – thousands of people just like you who were crippled by stress have been able to return to normal, happy lives.'

Desire: 'Imagine what that would feel like! Wouldn't life be great again?'

Action: 'Well, this can become your reality if you get in touch today.'

There are loads of these frameworks, such as BAB – Before, After, Bridge. Here's how it works:

Before: 'I know what you're going through right now – horrible, isn't it?'

After: 'What if there was an answer – a way to feel normal again and start enjoying life?'

Bridge: 'I can help you get there.'

There's an inherent problem with frameworks – they're pretty salesy. It's best to humanise thing a little, especially on a homepage, perhaps even generating the idea that, 'Hey – we can fix this together'.

Perhaps more important than using a framework is taking the time to think about how to sell what you do in an appealing way. Paint a picture of the benefits of using your service.

You want to show people what life will be like after working with/buying from you.

Of course, this is all very achievable if you are a therapist – less so if you sell pencils. Although an artfully-written, persuasive bit of copy can probably turn a run of the mill 2B into something Shakespeare would covet.

Need help with your copy? Get in touch! And if you're looking for more copywriting formulas, Copyhackers has them by the dozen.

Written by Mike Peake, UK freelance copywriter and website content writer.

E: hello@bymikepeake.com

T: +44 (0)208 133 4306