When you write marketing copy, certain frameworks help guide your message. These frameworks structure your content so that readers understand the main points quickly. By using a proven model, you ensure that every sentence serves a purpose. Each framework here includes an explanation and an example. Experiment with these approaches. Test which one resonates with your audience.
AIDA – Attention, Interest, Desire, Action
AIDA is a classic formula. It starts by grabbing attention. Then it builds interest. Next, it creates desire. Finally, it prompts action. This step-by-step process guides the reader from curiosity to conversion. AIDA works because it leads the reader along a logical path, encouraging them to invest more time and emotion as they go.
Example (AIDA):
Attention: “Tired of restless nights?”
Interest: “Imagine waking up refreshed and ready to conquer the day.”
Desire: “Experience the deep, rejuvenating sleep you deserve.”
Action: “Take the first step to better sleep—explore our new sleep app now.”
In this example, the first line calls out a pain point (restless nights). The next line paints a positive scenario. Then you link your offer to a desired outcome. Finally, you instruct the reader to take action.
PAS – Problem, Agitate, Solution
PAS focuses on identifying a key problem. It then heightens the reader’s discomfort by agitating that problem. Lastly, it introduces your product as the solution. This framework works well because it connects with emotions. By making the problem feel urgent, you position your offer as the essential remedy.
Example (PAS):
Problem: “Sick and tired of being sick and tired?”
Agitate: “Lack of sleep harms your health, leaving you exhausted every morning.”
Solution: “Our revolutionary sleep app brings peace to your nights. Finally, restful sleep and vibrant days await.”
Here, you first highlight the problem (lack of sleep). Then you intensify its impact (harming health). Finally, you present your product as the way to end the struggle.
PASO – Problem, Agitate, Solution, Outcome
PASO is similar to PAS but adds a strong emphasis on the outcome. After showing the problem and agitating it, you offer a solution. You then highlight the positive results the reader can expect. This extra step helps readers visualize life after using your product.
Example (PASO):
Problem: “Insomnia disrupts your nights.”
Agitate: “Think about how that drains your health and productivity.”
Solution: “Our remedy brings relief and tranquility.”
Outcome: “Reclaim your night, wake refreshed, and seize the day.”
In this structure, the outcome step clarifies the transformation. It shows the end benefit in clear terms, helping the reader understand what they gain.
FAB – Features, Advantages, Benefits
FAB connects product details to customer needs. First, you highlight a product feature. Next, you explain the advantage that feature provides. Lastly, you describe the ultimate benefit to the customer. FAB works well to show how product attributes result in tangible improvements.
Example (FAB):
Feature: “Experience our advanced sleep technology.”
Advantage: “It ensures optimal comfort and support.”
Benefit: “Get a rejuvenating night’s sleep and improve your overall well-being.”
This framework ensures you never list features alone. You always link them to user benefits, making the value clear.
BAB – Before, After, Bridge
BAB shows the reader what life was like before your product, then what life could be like after. Finally, you explain how your product (the bridge) helps move from the old state to the improved future. BAB helps emphasize your product’s transformative power.
Example (BAB):
Before: “Before: Sleepless nights and groggy mornings.”
After: “After: Peaceful nights and energized mornings.”
Bridge: “Our proven sleep technology takes you from restless to refreshed.”
By contrasting “before” and “after,” you highlight the change. The product becomes the link connecting the old reality to the desired outcome.
The Four Ps – Promise, Picture, Proof, Push
The four Ps approach involves making a promise, painting a vivid picture of the result, providing proof (such as research or testimonials), and pushing the reader to act. This method builds credibility. It shows the reader what to expect, backs it up with evidence, and then encourages them to take a step.
Example (Four Ps):
Promise: “Our sleep solution transforms your rest, transforms your life.”
Picture: “Picture waking up energized and focused every morning.”
Proof: “Backed by scientific research, our product ensures blissful sleep.”
Push: “Ready for a positive change? Learn more here.”
You can adjust the proof element to include customer reviews, stats, or certifications. The key is to validate your claims and increase trust.
Applying These Frameworks
Each framework offers a different angle. AIDA leads the reader on a journey. PAS and PASO leverage emotions and urgency. FAB links product attributes to user benefits. BAB emphasizes transformation. The Four Ps help you promise, show, prove, and prompt. Choose a framework that best fits your product and audience. Test variations. Measure which one yields the best response.
Tips for Success:
- Always understand your audience’s main pain points before choosing a framework.
- Keep your copy clear and direct.
- Focus on outcomes that matter to the reader.
- Link features to meaningful benefits.
- Provide proof whenever possible to increase credibility.
- Include a strong call-to-action so readers know what to do next.
Conclusion
These six copywriting frameworks, AIDA, PAS, PASO, FAB, BAB, and the Four Ps, offer structured approaches to craft compelling messages. By following these formulas, you ensure your copy resonates emotionally, logically, and persuasively. Experiment with them. Refine your approach. Over time, you’ll find a style and structure that consistently engages readers and drives conversion