Complete List of Copywriting Frameworks: Your Ultimate Guide

Copywriting frameworks are proven formulas that help you structure persuasive content that converts. Whether you're writing sales pages, emails, ads, or social media posts, these frameworks provide a roadmap for creating compelling copy that resonates with your audience and drives action.

Each framework serves different purposes. Choose based on your audience awareness level, product complexity, and campaign goals.

Classic Persuasion Frameworks

AIDA (Attention, Interest, Desire, Action)

Grab attention, build interest, create desire, prompt action.

Example:

• Attention: "Tired of sleepless nights?"
• Interest: "Our premium memory foam pillow adapts to your unique sleep position."
• Desire: "Imagine waking up refreshed, pain-free, and ready to conquer your day."
• Action: "Order now and get 20% off your first purchase."

PAS (Problem, Agitate, Solution)

Identify the problem, intensify the pain, present your solution.

Example:

• Problem: "Struggling to manage your social media?"
• Agitate: "Every day you delay, your competitors are gaining followers, engagement, and sales while you're stuck creating content manually."
• Solution: "Our AI-powered social media tool creates, schedules, and posts content for you automatically."

BAB (Before, After, Bridge)

Show the current state, paint the desired future, bridge the gap with your solution.

Example:

• Before: "You're spending 10 hours a week on bookkeeping, drowning in receipts and spreadsheets."
• After: "Imagine having all your finances organized automatically, with real-time insights at your fingertips."
• Bridge: "Our accounting software makes this possible in just 3 clicks."

FAB (Features, Advantages, Benefits)

List features, explain advantages, highlight customer benefits.

Example:

• Features: "Our laptop has a 15-hour battery life."
• Advantages: "That's 3x longer than standard laptops."
• Benefits: "Work all day without searching for outlets or carrying bulky chargers."

4 Ps (Problem, Promise, Proof, Proposal)

State the problem, make a promise, provide proof, present your offer.

Example:

• Problem: "67% of online courses never get completed."
• Promise: "Our interactive learning platform guarantees 90% completion rates."
• Proof: "Over 50,000 students have finished our courses, with an average rating of 4.8/5."
• Proposal: "Start your first course free today."

Story-Based Frameworks

PASTOR (Problem, Amplify, Story, Transformation, Offer, Response)

Comprehensive framework that walks through problem to solution using storytelling.

Example:

• Problem: "Sarah was 30 pounds overweight and exhausted."
• Amplify: "She tried every diet—keto, paleo, intermittent fasting—nothing worked."
• Story: "Then she discovered our meal planning app."
• Transformation: "In 6 months, she lost 35 pounds and has more energy than ever."
• Offer: "Get the same meal plans Sarah used."
• Response: "Join 10,000+ members today."

StoryBrand (Character, Problem, Guide, Plan, Call to Action, Success, Failure)

Position customer as hero, you as guide helping them succeed.

Example:

• Character: "You're a small business owner."
• Problem: "Marketing feels overwhelming and expensive."
• Guide: "We've helped 1,000+ businesses like yours."
• Plan: "Step 1: Free consultation. Step 2: Custom strategy. Step 3: Launch and grow."
• Call to Action: "Book your free call."
• Success: "Double your leads in 90 days."
• Failure: "Keep wasting money on ads that don't work."

CURVE (Commit, Unexpected, Reframe, Visualize, Emotional)

Build engagement through unexpected twists and emotional resonance.

Example:

• Commit: "Most people think success requires working 80-hour weeks."
• Unexpected: "But the most successful entrepreneurs work less than 30 hours."
• Reframe: "It's not about time—it's about systems."
• Visualize: "Picture yourself with automated workflows running your business."
• Emotional: "Feel the freedom of having time for what truly matters."

Social Proof & Credibility Frameworks

SLAP (Stop, Look, Act, Purchase)

Interrupt pattern, capture attention, drive immediate action.

Example:

• Stop: "Stop scrolling!"
• Look: "This 24-hour flash sale ends at midnight."
• Act: "Save 50% on our bestselling skincare set."
• Purchase: "Use code FLASH50 at checkout."

5 Basic Objections Framework

Address: No need, no money, no hurry, no trust, no desire.

Example:

• No need: "Even if you think your website is fine, 88% of users won't return after a bad experience."
• No money: "Plans start at just $29/month."
• No hurry: "Your competitors are optimizing right now."
• No trust: "Trusted by Fortune 500 companies."
• No desire: "See a 40% increase in conversions in 30 days."

QUEST (Qualify, Understand, Educate, Stimulate, Transition)

Qualify leads, understand needs, educate on solutions, stimulate desire, transition to sale.

Example:

• Qualify: "Are you a B2B company with 10+ employees?"
• Understand: "We know managing team communication is challenging."
• Educate: "Our platform centralizes all messages, tasks, and files."
• Stimulate: "Teams save 5 hours per week on average."
• Transition: "Start your 14-day free trial."

Benefit-Focused Frameworks

ACCA (Awareness, Comprehension, Conviction, Action)

Build awareness, ensure understanding, create conviction, drive action.

Example:

• Awareness: "Introducing the world's first self-cleaning water bottle."
• Comprehension: "UV-C light eliminates 99.9% of bacteria in 60 seconds."
• Conviction: "Tested by independent labs and used by Olympic athletes."
• Action: "Order yours today with free shipping."

The 4 Us (Useful, Urgent, Unique, Ultra-specific)

Make copy useful, urgent, unique, and ultra-specific to audience.

Example:

• Useful: "Learn to code in Python."
• Urgent: "Last chance—enrollment closes Friday."
• Unique: "The only course taught by Google engineers."
• Ultra-specific: "Build 5 real-world projects in 8 weeks."

PPPP (Picture, Promise, Prove, Push)

Paint picture, make promise, prove claims, push to action.

Example:

• Picture: "Imagine your inbox at zero every single day."
• Promise: "Our email management system will get you there."
• Prove: "15,000+ professionals now spend 2 hours less on email daily."
• Push: "Try it free for 30 days—no credit card required."

Email & Direct Response Frameworks

SSS (Star, Story, Solution)

Feature testimonial, share story, present solution.

Example:

• Star: "'This changed my business,' says Mike Chen, CEO."
• Story: "Mike was losing clients due to slow response times."
• Solution: "Our chatbot now handles 80% of his customer inquiries instantly."

OATH (Oblivious, Apathetic, Thinking, Hurting)

Match message to awareness level of prospect.

Example:

• Oblivious: "Did you know poor posture causes 80% of back pain?"
• Apathetic: "Back pain might seem minor now, but it worsens with age."
• Thinking: "Considering a standing desk? Here's what to look for."
• Hurting: "Suffering from chronic back pain? Get relief in 7 days."

AIDCA (Attention, Interest, Desire, Conviction, Action)

Extended AIDA with conviction stage for proof elements.

Example:

• Attention: "Stop losing customers at checkout."
• Interest: "Our one-click checkout increases conversions by 35%."
• Desire: "Imagine recovering thousands in abandoned cart revenue."
• Conviction: "Shopify, Amazon, and 10,000+ stores use our technology."
• Action: "Install our app free today."

Modern Digital Frameworks

APP (Agree, Promise, Preview)

Get agreement, make promise, preview what's coming.

Example:

• Agree: "We all want more Instagram followers, right?"
• Promise: "I'll show you how to gain 1,000 real followers in 30 days."
• Preview: "In this guide, you'll learn the 3-post strategy that went viral."

LIFT (Length, Information, Features, Timing)

Optimize these four elements for conversion.

Example:

• Length: "Keep subject lines under 50 characters."
• Information: "Include price and key benefit."
• Features: "Use personalization tokens."
• Timing: "Send Tuesday-Thursday at 10 AM."

STEPPS (Social Currency, Triggers, Emotion, Public, Practical Value, Stories)

Framework for creating viral, shareable content.

Example:

• Social Currency: "Only 5% of people know this trick."
• Triggers: "Associate your brand with coffee (daily habit)."
• Emotion: "Create awe with surprising statistics."
• Public: "Make it visible (branded packaging)."
• Practical Value: "Share useful tips."
• Stories: "Wrap it in a customer success story."

Sales Page Frameworks

SPIN (Situation, Problem, Implication, Need-Payoff)

Consultative selling through strategic questioning.

Example:

• Situation: "How many hours do you spend on data entry weekly?"
• Problem: "Is manual entry causing errors in your reports?"
• Implication: "What would happen if those errors reached your clients?"
• Need-Payoff: "How would automation improve your team's productivity?"

The Inverted Pyramid

Most important info first, supporting details after, call to action last.

Example:

• Most Important: "Save 50% on premium templates today."
• Supporting Details: "Our design templates help you create professional graphics in minutes, no design skills needed."
• More Details: "Choose from 1,000+ templates for social media, presentations, and marketing."
• CTA: "Click here to start your free trial."

Bucket Brigade

Use short sentences and phrases to maintain reading flow and prevent drop-off.

Example:

"Here's the thing: Most landing pages fail. Why? Because they're boring. But here's what works: Short sentences. Compelling hooks. And this: Bucket brigades that keep readers engaged. Like this one. See how it works?"

Ad-Specific Frameworks

AAPPA (Attention, Advantage, Proof, Persuasion, Action)

Framework designed for paid advertising copy.

Example:

• Attention: "Struggling with Facebook ads?"
• Advantage: "Our AI optimizes your campaigns automatically."
• Proof: "Average ROI increase of 240%."
• Persuasion: "Join 5,000+ marketers getting better results."
• Action: "Start your 7-day free trial."

DISC (Dominance, Influence, Steadiness, Conscientiousness)

Tailor messaging to personality types.

Example:

• Dominance: "Get results fast—30% more leads in 30 days."
• Influence: "Join our community of 10,000+ successful entrepreneurs."
• Steadiness: "Reliable, consistent growth you can count on."
• Conscientiousness: "Data-driven strategies backed by 50+ case studies."

The 5 Cs (Clear, Concise, Compelling, Credible, Call to Action)

Essential elements for effective ad copy.

Example:

• Clear: "Learn SEO in 30 days."
• Concise: "No fluff, just results."
• Compelling: "Rank #1 on Google."
• Credible: "Taught by former Google employee."
• Call to Action: "Enroll now for $99."

Value Proposition Frameworks

JTBD (Jobs To Be Done)

Focus on the job customer is hiring your product to do.

Example:

"When I need to create professional presentations quickly, I want a tool with ready-made templates, so I can impress clients without spending hours on design."

ODC (Outcome-Driven Copy)

Emphasize outcomes and transformations over features.

Example:

"Don't buy a gym membership. Buy the confidence of fitting into your favorite jeans again. Buy the energy to play with your kids. Buy the health to live longer."

VPC (Value Proposition Canvas)

Match customer pains and gains with your solutions.

Example:

• Customer Pain: "Spending too much on software subscriptions."
• Our Solution: "All-in-one platform replaces 5 tools."
• Customer Gain: "Save $200/month and simplify your workflow."

Objection-Handling Frameworks

FUD (Fear, Uncertainty, Doubt)

Address and eliminate these three barriers to purchase.

Example:

• Fear: "What if it doesn't work?" → 60-day money-back guarantee.
• Uncertainty: "Is this right for me?" → Free consultation to find out.
• Doubt: "Can I trust you?" → 4.9/5 stars from 2,000+ reviews.

TRUST (Testimonials, Reviews, Urgency, Social Proof, Transparency)

Build credibility through multiple proof elements.

Example:

• Testimonials: "'Best investment I've made' - John D."
• Reviews: "4.8/5 stars on Trustpilot."
• Urgency: "Only 3 spots left this month."
• Social Proof: "Used by Apple, Nike, and Tesla."
• Transparency: "See our full pricing—no hidden fees."

The Objection-Response Framework

Anticipate objections, address them proactively in copy.

Example:

• "Too expensive?" → Our customers save 10x their investment in year one.
• "Too complicated?" → Setup takes 5 minutes.
• "Not sure it works?" → Try it free for 30 days.

Content Marketing Frameworks

PESO (Paid, Earned, Shared, Owned)

Framework for integrated marketing communications.

Example:

• Paid: "Run Facebook ads to blog post."
• Earned: "Get featured in Forbes."
• Shared: "Encourage social media sharing."
• Owned: "Publish on your blog and email list."

RACE (Reach, Act, Convert, Engage)

Full-funnel digital marketing framework.

Example:

• Reach: "SEO and social media to build awareness."
• Act: "Lead magnets to capture emails."
• Convert: "Email sequences to drive sales."
• Engage: "Loyalty program to retain customers."

TOFU, MOFU, BOFU (Top, Middle, Bottom of Funnel)

Create content matching customer journey stage.

Example:

• TOFU: "'What is Email Marketing?' blog post."
• MOFU: "'Email Marketing vs. Social Media' comparison guide."
• BOFU: "'Why Choose Our Email Platform' case studies."

Hook & Headline Frameworks

The 4-U Headline Formula (Useful, Urgent, Unique, Ultra-specific)

Create compelling headlines hitting all four elements.

Example:

• Useful: "How to lose weight."
• Urgent: "Lose 10 pounds."
• Unique: "Without exercise."
• Ultra-specific: "Lose 10 pounds in 30 days without exercise or restrictive diets."

Curiosity Gap

Create gap between what reader knows and wants to know.

Example:

• "This one weird trick helped me 3x my income. (You won't believe #4!)"
• "The secret ingredient in every viral post (it's not what you think)."

Number + Adjective + Keyword + Promise

Formula for listicle and how-to headlines.

Example:

• "7 Proven SEO Strategies That Will Double Your Traffic in 60 Days"
• "5 Simple Productivity Hacks That Save 10 Hours Per Week"

How to Choose the Right Framework

With so many frameworks available, how do you choose the right one? Consider these factors:

• Audience awareness level: Are they problem-aware, solution-aware, or product-aware?
• Product complexity: Simple products may need less education than complex solutions.
• Campaign goals: Are you building awareness, nurturing leads, or driving immediate sales?
• Content format: Different frameworks work better for emails, ads, landing pages, or social media.

Start with the classics like AIDA or PAS, then experiment with other frameworks as you become more comfortable. The best copywriters often blend multiple frameworks to create custom approaches that work for their specific audience and goals.

Remember: frameworks are guides, not rigid rules. Use them as starting points, then adapt and refine based on your results.