Hey there, fellow wordsmiths and aspiring copywriting rockstars!
Are you tired of staring blankly at a white screen, struggling to come up with the perfect words to sell your product or service?
Do you find yourself aimlessly scrolling through social media, envying the clever and catchy ads that seem to effortlessly convert viewers into customers?
If so, you’re not alone!
I have been there.
And then I ran into copywriting frameworks.
They seemed to be the promised land.
The definitive copywriting formula that will solve all my problems!
And I tried them…
I tried and tried and tried
But they didn’t work as I expected.
This was not the promised land
It was the tiniest oasis in the desert. And I was running out of water!
So I start digging.
Why some copywriting frameworks were working?
Why the rest don’t?
And I discovered something…
… I turned my little oasis into an excavation site…
And I dug up a chest, with 8 notes.
Each note had a little advice
If you follow these pieces of advice, your copywriting formulas will perform much better.
So grab a cup of coffee, grab your digging pick, and let’s dive into the world of copywriting frameworks in this blog post!
Let’s begin with the basis 🙂
Have you ever written a letter to someone, or maybe a story for school?
Well, the writing process can be pretty tricky sometimes, especially if you’re trying to convince someone to do something or buy something.
That’s where the copywriting frameworks come in!
Think of a copywriting framework as a recipe for writing.
Just like how a recipe tells you what ingredients to use and how to put them together to make a yummy meal, a copywriting framework tells you what things to say and how to say them to make people want to buy something or take action.
It’s like having a secret code that helps you write words that are good at getting people excited about something.
So you need to know and dominate the copywriting frameworks.
And then, probably, ignore them.
I will start now with the 8 steps you need to know before using any copywriting framework.
Think about them.
And then, think again!
Now I want you to see the 2 most powerful words that you must have engraved in your mind when you’re going to write a sales text.
You must always apply them in the title. It will be the first thing your reader sees, always. Otherwise, you can ruin an excellent job.
When you start your services or sales page or product, you must use a headline that arouses interest. If you manage to capture the attention of your potential reader with a good headline, you have a lot to gain.
And what most of us have been taught to do is incorrect.
We must talk about the benefits of what we sell, but what is the problem? Well, we have to know how to adapt that to our current context:
For example, look at this headline: Do you want to multiply your business sales in less than 30 days?
Who wouldn’t want that, right? However, after using it for a while, it didn’t work as well as it should.
Because it didn’t pass the filter of the two most powerful words in today’s advertising, which are: Yes, of course.
There are no more powerful and influential words in today’s advertising than yes, of course…
If your headline doesn’t pass the yes, of course, test… you’re lost. It doesn’t matter if the rest is brilliant.
Get rich in 4 weeks by investing in the stock market
Yes, sure… (out, invalid ad)
Get to the top spot on Google with my SEO course for beginners
Yes, of course… (out, invalid ad)
Get a perfect body in less than a week
Yes, of course… (out, invalid ad)
Well, you’re getting the idea.
But you don’t have to believe me. This is an actual tip from Gary Vencibenga one of the world’s greatest living copywriters.
Actually, you don’t need to believe anything. Just try it 🙂
In business, what you’re “selling” is rarely just a physical product.
Instead, you’re selling an experience, an emotion, or a solution to a problem.
For example, when you buy a new car, you’re not just buying four wheels and a motor – you’re buying the freedom of the open road, the wind in your hair, and the feeling of power and control.
When you’re crafting your copywriting frameworks, it’s important to keep this in mind.
What are you really selling?
When you buy a gym membership, you’re not just buying access to workout equipment – you’re buying the opportunity to improve your health and well-being, and the feeling of confidence that comes with a fit body.
When you buy a smartphone, you’re not just buying a device that can make phone calls and send text messages – you’re buying the ability to stay connected with friends and family, and the convenience of having a world of information and entertainment at your fingertips.
When you buy a vacation package, you’re not just buying a hotel room and a plane ticket – you’re buying the chance to escape from the stress and routine of everyday life, and the opportunity to create memories that will last a lifetime.
When you buy a meal at a restaurant, you’re not just buying food – you’re buying the pleasure of trying new flavors, the satisfaction of a delicious meal, and the social experience of dining with friends or family.
So always ask yourself…what are you really selling?
You have to give people a reason to do things.
You must explain why your product/service is the best option, but never forget that while you do it, people won’t believe you.
Not you, not me, not anyone! It’s not personal.
It’s just how it is.
You have to give me a reason to act. If you want to sell, just state your reasons intelligently.
You are going to have to work hard and see what the real reason is and show it in a very simple and honest way.
That’s it, give them reasons to believe that what you’re saying is true.
The ability to connect with your reader on an emotional level is what will make your copy truly effective. After all, we make most of our decisions based on emotions rather than logic.
Think about the last time you made a major purchase. Was it because you did a ton of research and found that it was the best option? Or was it because you felt a certain way about the product or service?
Chances are, it was the latter. Emotions play a huge role in our decision-making process, which is why tapping into them is so important for copywriters.
So how do you do that? How do you craft copy that will evoke the right emotions in your readers?
Imagine you’re writing copy for a vacation package to a tropical paradise. You could evoke emotions of relaxation and escape by describing the feeling of soft sand between your toes, the sound of the waves crashing on the shore, and the warm sun on your skin.
Or A luxury clothing brand could use the emotion of desire to connect with its audience. They could evoke the desire for status and exclusivity, and then offer their high-end products as a way to achieve that desired feeling.
Do you know that feeling when you see those “before and after” pictures in a magazine or online ad?
You see someone who used to look like a potato and now they’re a chiseled Greek god or goddess?
Well, that’s the idea behind the “before-after bridge” transformation.
You start by showing your audience what their life is like now, with all the struggles, stress, and frustrations that come with it.
Then, you paint a picture of what their life could be like after using your product or service.
Maybe they’re finally able to fit into their skinny jeans, or they’re no longer sweating bullets every time they have to give a presentation at work.
But the real magic happens on the bridge, where you show them the path from where they are now to where they could be. It’s like being their personal Yoda, guiding them on their journey to a better life.
And let’s be honest, who wouldn’t want a Yoda in their corner?
So, in short, the before-after bridge is like a transformation montage in a movie, where you go from zero to hero in a matter of minutes.
Just remember, people don’t buy things, they buy transformations!
As you finish your copy, it’s important to check for any pain points or common dreams that your target audience might have. These are areas where your product or service can help to make their lives easier or better. By addressing these issues in your copy, you’ll be able to show your audience how you can help them solve their problems.
To find these pain points and common dreams, ask yourself some questions about your target audience. What are their biggest concerns? What do they want to achieve? What are their fears? By understanding what motivates your audience, you’ll be able to write copy that resonates with them on a deeper level.
Once you’ve identified the pain points and common dreams of your target audience, be sure to address them directly in your copy. Use language that speaks to these issues and shows how your product or service can help. If you can effectively address the needs of your audience, you’ll be more likely to convert them into customers or clients.
How do you find them?
forums, books reviews, Reddit… they are everywhere!
You might think that being perfect is the key to success as a copywriter, but let me tell you a little secret: it’s actually the opposite!
Showing your flaws and vulnerability can make you a better copywriter. How? Well, let me explain.
First of all, being open about your flaws can make you more relatable to your audience. Let’s face it, nobody is perfect, and if you come across as too polished and flawless, people may not trust you. By showing your flaws, you create a connection with your readers, who will see you as a real person with real experiences.
Secondly, admitting your flaws can help you improve as a copywriter. If you’re aware of your weaknesses, you can work on them and grow as a writer. Maybe you struggle with writing compelling headlines, or you tend to use too much jargon. By acknowledging these flaws, you can focus on improving those areas and becoming a stronger writer overall.
Thirdly, embracing your flaws can make you stand out from the crowd. In a world where everyone is trying to present themselves as perfect, being honest about your imperfections can make you more memorable and authentic.
And finally, it will show you as sure of yourself.
So don’t be afraid to show your flaws in your writing. It may just be the key to becoming a better, more relatable, and unique copywriter!
Let’s talk about why showing a lack of need in your copy can be a good thing.
First of all, nobody likes a pushy sales pitch, am I right? It’s like that one friend who keeps insisting you try their weird, homemade kombucha. No thanks, I’ll stick to my regular ol’ soda.
But seriously, when you’re writing copy, it’s important to remember that your audience doesn’t necessarily need your product or service. So why pretend as they do? Instead, you can focus on highlighting the benefits and unique qualities that make your offering stand out.
By showing a lack of need, you’re actually demonstrating confidence in your product. You’re saying, “Hey, we know you don’t necessarily need this, but we’re so awesome that you’re gonna want it anyway!” And who can resist a confident, charming sales pitch?
So next time you’re crafting your copy, don’t be afraid to acknowledge that your audience may not necessarily need what you’re offering. Embrace your flaws, showcase your strengths, and remember to always keep it real.
Now you know the basis it is time to know the proven copywriting frameworks…
So, you wanna know about copywriting frameworks, huh?
Well, let me tell you, there are a few tried-and-true methods that most copywriters use to get their message across.
First up, we’ve got the PAS framework. No, not “pas” as in the French word for “step,” but PAS as in “Problem, Agitate, Solve.”
This copywriting framework is all about identifying your reader’s problem, making them feel the pain of that problem, and then swooping in with a solution to make everything better.
Another popular framework is AIDA, which stands for “Attention, Interest, Desire, Action.”
With this one, you start by grabbing your reader’s attention with a killer headline or opening sentence, then you build their interest and desire for your product or service, and finally, you give them a clear call to action so they know what to do next.
Then there’s the FAB copywriting framework, which is short for “Features, Advantages, Benefits.”
This one is great for really highlighting the unique selling points of your product or service.
You start by listing the features, then explain how those features translate into advantages for your reader, and finally, you show them the benefits they’ll get from taking action.
AIDCA stands for Attention, Interest, Desire, Conviction, and Action.
This copywriting formula is all about grabbing the reader’s attention, building their interest, creating a desire for your product or service, convincing them that it’s the right choice, and then getting them to take action. It’s a classic sales formula that’s been used for decades.
Next up is PASTOR, which stands for Problem, Amplify, Story, Testimonials, Offer, and Response.
This copywriting framework is similar to AIDCA, but it focuses more on storytelling and social proof.
You start by identifying the reader’s problem, amplifying it to make them feel the pain, telling a story that relates to the problem, providing testimonials from satisfied customers, making an offer, and then getting a response.
Finally, there’s AFOREST, which stands for Alliteration, Facts, Opinions, Rhetorical questions, Emotive language, Statistics, and Triplets.
This copywriting formula is all about using persuasive language techniques to create an emotional response in the reader.
Alliteration, triplets, and rhetorical questions make your copy more memorable, while facts, statistics, and opinions add credibility.
And emotive language is key to getting readers to connect with your message on an emotional level.
Last but not least, we’ve got the 4 Cs framework, which stands for “Clear, Concise, Compelling, Credible.”
This one is all about making sure your copy is easy to understand, to the point, persuasive, and backed up with evidence or testimonials.
So there you have it, folks – the best copywriting formulas to use in your sales letters, sales pages, video sales letters, landing page, your product or service… basically anywhere! in a (big) nutshell.
Of course, there are plenty of other approaches out there to use in your marketing strategy to create persuasive copy, but these ones are a great place to start.
Here are some real-life examples for each of the copywriting frameworks mentioned before:
A company selling a new skincare product might use the AIDA framework in their ad copy like this:
Attention: “Get ready to say goodbye to bad skin days!”
Interest: “Introducing our new skincare product that will transform your skin with just one use.”
Desire: “Imagine waking up with smooth, glowing, and healthy skin every day.”
Action: “Try our new product now and get 20% off your first purchase.”
A company selling a weight loss program might use the PAS framework in their ad copy like this:
Problem: “Are you tired of trying fad diets and not seeing results?”
Agitation: “Do you dread getting on the scale and feeling disappointed?”
Solution: “Our weight loss program is the solution you’ve been looking for.”
Action: “Join now and start seeing real results in just a few weeks.”
A travel company might use the AIDCA framework in their ad copy like this:
Attention: “Dreaming of your next vacation?”
Interest: “Our travel packages are the perfect way to escape and relax.”
Desire: “Picture yourself lounging on the beach with a cold drink in your hand.”
Conviction: “Our packages are backed by hundreds of satisfied customers.”
Action: “Book now and get a free upgrade to a luxury suite.”
A coffee shop might use the 4Cs framework in their ad copy like this:
Clear: “Our coffee is freshly roasted every day.”
Concise: “Get your morning fix with our signature blend.”
Compelling: “Our coffee is smooth, rich, and will give you the energy you need to tackle the day.”
Credible: “Our coffee has been voted the best in the city by local magazines.”
Alliteration: “Pamper your pores with our premium organic products.”
Facts: “Our products are made from all-natural ingredients, free from harmful chemicals and preservatives.”
Opinions: “Our customers rave about the way our products leave their skin feeling soft and refreshed.”
Rhetorical questions: “Are you tired of harsh chemicals damaging your skin? Do you want to achieve a healthy glow naturally?”
Emotive language: “Experience the purest form of skincare and embrace your natural beauty.”
Statistics: “Our products have been tested and proven to reduce the appearance of fine lines and wrinkles by 30%.”
Triplets: “Revitalize, Rejuvenate, and Renew with our organic skincare line.”
Real-life example: A salesperson might use the FAB framework to sell a new car. They could first explain the car’s features (such as the engine size or fuel efficiency), then describe the advantages of those features (such as a smoother ride or lower gas bills). Finally, they could explain the benefits of the car (such as feeling confident and comfortable while driving).
Problem: Do you have trouble sleeping at night?
Agitation: Tossing and turning all night, unable to fall asleep?
Solution: Our herbal sleep aid will help you relax and drift off into a peaceful slumber.
Transformation: Imagine waking up in the morning feeling refreshed and energized, ready to take on the day.
Offer: Try our herbal sleep aid now and see the difference for yourself.
Response: Order now and enjoy a restful night’s sleep.
In conclusion, copywriting is a skill that can be honed with practice and the use of effective copywriting frameworks like AIDA, PASTOR, and FAB in your marketing strategy.
Remember to connect with your audience on an emotional level, show your flaws (but not too many), and always strive to be helpful and transparent.
And most importantly, don’t forget to inject some humor and personality into your copywriting, because let’s face it – who doesn’t love a good laugh while reading about a product or service?
Happy copywriting, folks!