Frameworks

Frameworks are thinking tools. They help organize research and structure copy, but they do not replace judgment, customer insight, or proof.

How To Use A Framework

  1. Define the reader, offer, channel, and conversion goal.
  2. Pick the framework that matches the problem.
  3. Draft with the framework visible.
  4. Remove any section that feels forced.
  5. Add proof, specificity, and friction handling.

AIDA

Attention -> Interest -> Desire -> Action.

Use it when the reader is not yet engaged and the copy needs to move from first glance to decision.

Best for ads, landing pages, sales pages, and email openings.

PAS

Problem -> Agitate -> Solve.

Use it when the pain is already recognizable and the reader needs to feel the cost of inaction before seeing the solution.

Best for emails, short ads, hooks, and problem-first landing page sections.

BAB

Before -> After -> Bridge.

Use it when transformation is the core promise. The bridge should explain why the offer can move the reader from current state to desired state.

Best for coaching, education, SaaS onboarding, and service offers.

4 Ps

Picture -> Promise -> Prove -> Push.

Use it when the copy needs a strong outcome picture, a clear claim, enough proof, and a direct call to action.

Best for sales pages and direct-response emails.

FAB

Features -> Advantages -> Benefits.

Use it to translate product details into reader value. Features say what exists, advantages say why it matters, benefits say what changes for the reader.

Best for product pages, SaaS pages, spec-heavy offers, and comparisons.

Five Stages Of Market Awareness

Unaware -> Problem Aware -> Solution Aware -> Product Aware -> Most Aware.

Use it to choose the correct level of explanation. Unaware readers need education. Most-aware readers need proof, terms, urgency, and a clear next step.

Best for campaign planning, funnel sequences, retargeting, and offer pages.

RMBC

Research -> Mechanism -> Brief -> Copy.

Use it when the copy depends on a strong explanation of why the offer works. The mechanism should make the promise feel credible.

Best for health, finance, education, complex products, and long-form direct response.

Ethos, Pathos, Logos

Ethos builds credibility. Pathos creates emotional relevance. Logos gives the argument structure.

Use it to check whether a piece of copy has trust, feeling, and logic. Weak copy often lacks one of the three.

USP

Unique Selling Proposition.

Use it when the offer needs one clear differentiated claim. A strong USP is specific, valuable, and hard for competitors to copy honestly.

Value Ladder

A sequence of offers that moves from low-friction entry to higher-value commitments.

Use it to decide what the copy should sell at each stage. A lead magnet, front-end offer, core offer, and high-ticket offer should not use the same message.

Grand Slam Offer

Desired outcome + compressed timeline + risk reversal + obstacle-removing bonuses.

Use it to strengthen offer copy before polishing language. Weak offers rarely become strong through wording alone.