Copywriting frameworks are a great way to improve your copywriting skills. Copywriting is an integral part of marketing and SEO, so it’s important to know how to write compelling copy quickly, efficiently, and in a way that drives conversions. The fastest way to get out of a writing rut and write copy that converts is to leverage copywriting frameworks.
What is a copywriting framework?
A copywriting framework is a set of rules or guidelines that help you with the writing process. Copywriters use frameworks to make their work more effective and faster because they don’t have time to think about every single word as they’re writing. There are several popular copywriting frameworks, such as AIDA, SEEDS, and the CHAMPION method.
You’ll notice these frameworks are acronyms. That’s because they help you build copy by labeling the sections you’re writing. For example, in the AIDA framework, you start with an attention-grabbing section, then build interest, then moving into desire creation, and finally, action-taking. We’ll talk more about the AIDA framework later.
These frameworks are useful for both copywriting beginners and experts because they provide a framework to get your ideas out in an organized way, giving you more time to refine them. It might surprise you to know that copywriters use these frameworks when writing everything from landing pages to blog posts to sales letters. The frameworks can be adjusted depending on what kind of content you’re creating.
So, now that you understand what a framework is let’s dive into the most popular frameworks and how to use them.
The AIDA Framework
The AIDA framework is a copywriting framework created in 1898 by E. St Elmo Lewis. It’s been around for over 100 years and has withstood the test of time because it provides an excellent way to guide your reader through your content, even if they’re not familiar with marketing or advertising.
This framework is broken down into four parts: :
- Attention: your reader must be able to focus on the content’s topic. You’ll want something catchy to grab their attention.
- Interest: Then, you’ll have to convince your reader to keep reading. That is, they have to want more information about your topic. Here, you’re looking to answer the question, “Why do you care?”
- Desire: if you’ve done a good job of building their interest, then it should be easy for them to desire what you’re offering and why it will solve their problem. Tell your reader the impact taking action (in the next step) will have on their life. Will it bring them pleasure? Will it relieve a major pain? Perhaps you’ll incentivize it by providing an irresistible offer (like free shipping) in exchange for completing just one small task.
- Action: at this point, all you need is one simple action from the reader– for example, “sign up!” or “buy now!” This could also include sharing or liking the post through social media or emailing a link to someone else who might benefit from reading your content!
The PAS Framework
The PAS Framework is a popular copywriting technique that can be used to create compelling marketing content. It has three primary parts:
- Problem/Pain: What problem or pain does the reader have? This could be as explicit as something like “stop snoring” or something more general like “lose weight.” Once you know what they’re struggling with, you’re able to paint a compelling picture of your knowledge in the area and set yourself up for the next section.
- Action: What single action does the reader need to take in order for them to get rid of their pain? This could be as simple as “stop snoring” or more complex, like following a diet plan. The key is that it’s something they can do immediately without having to wait– this will give them relief and…
- Satisfaction: What satisfaction will they receive once this problem has been solved? Again, this could be explicit (“snore-free nights”) or less so (feeling better about themselves). Essentially, you’re telling the story of what happens when your customer takes your desired course of action.
The FAB Framework
The FAB Framework is a really simple way to think about your copy. This framework is most often used by product marketers, particularly in the software world. It’s made up of three parts:
- Features: Features are the facts that make up your product or service– what makes it different from others on the market? What does it do, and how can it benefit them in their day-to-day lives? Some examples of features might be “easy to use” or “quick.” Keep these features as concisely worded as possible to avoid losing people’s attention.
- Advantage: advantages describe why you or your product is better than other products/services your customer could choose; you may also hear this called an argumentative statement. This should include specific points, so the reader feels confident with their purchase decision. Examples might be “provides more value” or “saves time.”
- Benefits: benefits are the ways that your product can improve their lives. What is it about your product, service, etc. that will make them happier? Examples might include “improves mood,” “makes parenting easier,” and so forth.
The 4 P’s
Imagine a world where copywriting is a breeze. I can give that to you. This article is proof of it. Keep reading to find out how with the 4 P’s… Alright, you caught me. I really like the 4 P’s Framework. It’s a simple framework geared towards engaging with your reader mentally through four distinct steps.
- Picture: paint a compelling picture in the reader’s mind. Is this a pain they regularly experience? What would a world look like without it? Or, maybe they live in a drab and dull world and could use some fun-in-the-sun (with your product, of course).
- Promise: explain to the reader how you’ll achieve this reality and deliver on the promise of making their dreams come true.
- Proof: give the reader logical, tangible evidence that your product works. They’ll want to see proof of how it’s made and why you’re qualified to provide this reality for them. This is an excellent spot for a case study or statistic.
- Push (call-to-action): What do they need to do to achieve their reality? Motivate your reader from a logical and emotional standpoint, telling them why they should take action on your offer right now! You know their dream. It’s time to make it happen, so tell them how!
The QUEST Framework
The QUEST Framework is a marketing framework for copywriting. It was created by Copyblogger, and the theory behind it is that people are primarily motivated to take action because they want something, so the most important thing you, as a copywriter, need to do, is communicating what’s in it for them if they are to act on your offer. It’s comprised of five parts:
- Qualify: Find out what your potential customers want, and make sure you’re talking to the right people. Don’t be afraid to tell your reader who you’re looking for. For example, “We help people who struggle to write content generate seven-figure copy in no time!”
- Understand: Demonstrate your understanding of the consumer’s problem. This helps establish credibility on your part and reminds them of their own pains.
- Educate: There’s a better way! This is the place where you’ll want to demonstrate to the reader that you have the solution to their problems.
- Stimulate: Here, you’ll want to use your compelling writing skills to paint better realities, more pleasurable free-time, or whatever it is your reader wants. Why is this solution the best for them than what they have?
- Transition: It’s time to jump to a new reality. This is where you’ll make your ask, now that you’ve set the stage, educated on your product, and compelled the user to take the action you’re after.
Copywriting frameworks are incredibly helpful tools. They make you more efficient because they provide a set of guidelines that help you write better copy in significantly less time. Both beginners and experts use them to improve their content, but the best part is that if you start using one now, it will only take a few weeks before you see dramatic improvements in your writing. So stop wasting time with those outdated techniques and get started on improving your own copy today by implementing one or more of the frameworks above!