Introduction to Copywriting Frameworks
Whether you’re a copywriter working for a client or a business owner attempting to create a marketing campaign, writing persuasive copy can be tricky and time consuming, especially without a compelling content strategy, relevant keywords, or any frameworks to guide you. The best way to get your head around what you need to write compelling copy is having a structured approach. And what better structure to follow than tried and true marketing techniques that speak directly to your ideal customer whilst they are on their buyer’s journey!
In this article we cover five of the best copywriting frameworks used for websites, landing pages, email campaigns, product description, sales pages, sales letters, and social media posts. These are AIDA, PAS, Red Brain Sandwich, FAB, and So What?
AIDA Framework – Attention | Interest | Desire | Action
The AIDA framework represents a classic marketing and communication model used to guide the creation of effective, engaging content, advertising materials, and promotional content. AIDA is an acronym which stands for Attention, Interest, Desire, and Action. The AIDA content framework outlines the stages a consumer goes through whilst interacting with your website or marketing content, starting with initial awareness which ideally leads to them into taking specific action.
Attention
First things first, you need to catch their attention in as few words as possible. An effective way to do this is to ask a question which your audience will relate to.
For example, if you’re writing about an electrical company, you may grab their attention by asking – “Are you looking for a highly capable electrician for work around your home?”. This allows you to capture their attention and speak directly to the person you are wanting to communicate with.
Interest
Now that you have their attention, you need to hold onto it and generate interest in what you have to offer them. You can achieve this by highlighting the features and benefits of your product or service, sharing customer testimonials, facts, or quotes, or simply discussing how their life will be better by purchasing your product or using your services.
For example, going back to our electrical company you could say – “Our team of qualified electricians use the highest quality, locally sourced materials and can cater to all your electrical requirements”. Ideally, your audience will be thinking “Wow that’s the kind of people I need!”
Desire
So, how can your amazing product or service change your customers life? That’s what the desire section is all about. It’s your opportunity to paint a picture of how your product or service will make their life better. You could discuss your unique selling proposition, demonstrate the value of your product or service, or simply create urgency by discussing any repercussions which may happen if they don’t take action.
An example could be – “You can relax with confidence your home will be well looked after by our trusted and friendly team.”
Action
The end of the framework is positioned to make your audience take the desired action. This could be to sign up for a newsletter, make a booking, read a blog post, watch video tutorials, get in touch with you, or purchase your product or service.
To get this message across you need to tell your audience exactly what to do next and often, keeping this basic and direct can be best opposed to a creative cryptic call to action. For example, a direct action would be “Request a Quote”, “Get in Touch”, or “Buy Now”.
PAS Framework – Problem | Agitate | Solution
The PAS framework model works to convince your audience that their problem can be solved with your product or service. This framework is useful for a range of marketing purposes and will help you write compelling, persuasive copy directed at your target audience’s needs and pain points.
Problem
To write this section well you need to know exactly what your audience is feeling and the problems and key pain point which they’re facing. It’s almost like you’re writing down their exact thoughts and tapping into their psyche. Your target audience needs to know that you completely understand the problem they have which will capture their attention and create a strong emotional connection from the get-go.
An example could be: “Highly skilled, experienced tradesmen can be hard to find, making it challenging to find the right electrician to trust in your home”. Here we have pointed out the problem of finding someone trustworthy and skilled.
Agitate
As it suggests, the agitate segment is all about (metaphorically) rubbing salt into the wound. Now, it may not sound nice, but this step involves painting the picture that although this problem is causing pain or issues, there is a way out…
For example, you may say: “You don’t want to have to navigate timewasters that simply don’t show up, filter through overpriced, unfair quotes, or end up hit with a hefty bill that wasn’t discussed.” Here we’ve pointed out some negative situations that will create some nervousness to the reader after we’ve pointed out their ‘problem’ discussed above.
Solution
Now it’s time for your hero moment…offering your audience the way out with your product or service! Highlight exactly how your product or service offers a solution to their problem and how they can take action right away.
For example: “Our highly skilled team at XYZ Electrical are experienced in XYZ and will eliminate any concerns you may have. Rest assured we are prompt, honest, and ready to provide an obligation-free quote. Get in touch with our friendly team today on 1234 5678.” Here we’ve addressed and eliminated customer concerns by directly offering a positive solution for their ‘metaphorical wound’. We also changed the tone slightly, moving from a direct, factual tone, to sounding friendly and warm as we offer a solution.
Red Brain Sandwich
It may not sound like a very appetising snack, but the ‘Red Brain Sandwich’ can be a highly effective copywriting framework guiding you to create high quality content. It works by breaking down how humans typically make decisions by addressing both emotion and logic. Let’s take a closer look.
The first layer of the sandwich starts with the emotional current state (green brain), then we apply logic (red brain), followed by the emotional result of applying that logic (green brain). Emotion, Logic, Emotion or Green, Red, Green – hence the name Red Brain Sandwich.
Green Brain – Current State
The first layer starts with an emotional connection, developing a bond between your audience and your product or service by addressing how they are feeling. Because it’s an emotional state, you may be addressing either a positive or negative emotions depending on the product or service you’re offering. Addressing a current state of emotion is a very powerful way in gaining a reader’s attention.
A positively worded example could sound like: “Have you been searching for an awesome, trustworthy electrician which you can rely on for all your electrical needs?!”
A negatively worded example could sound like: “Aren’t you sick of electricians not showing up on time, or simply quoting way too much for a simple job?”
Red Brain – Logic
The next step of the human decision-making process typically involves logic, addressing the current emotional state which we discussed above. The logic component of your sandwich tends to address any concerns and discusses how your product or service is the ultimate solution.
For example, you could say: “Our team always makes sure to arrive promptly, respect you, your home, and your belongings, plus we always provide a fixed quote before beginning the job.”
Green Brain – Emotional Result
The final layer of your sandwich discusses how your product or service benefits the customer and their current state? How does it make their life easier?
So, now that we’re back to our green layer, you want to finish with an emotional result which in the case of our example, would be calling our helpful electrician. An example could be: “Get in touch with our friendly team at XYZ Electrical and rest assured knowing your home is in safe hands with our highly skilled, professional tradesmen.”
Fab Framework – Feature | Advantage | Benefit
The FAB framework isn’t an acronym for fabulous, however it is a great copywriting formula to use when discussing products directed at your audience’s interests. The letters F.A.B stand for ‘Feature’, ‘Advantage’, and ‘Benefit’. The FAB framework structures your new or existing content in a way where you can highlight the best features of a product, discuss the advantages of that product, and show the overarching benefit for the purchaser. Depending on what your product is, the tone of your copy may be written to best match what it is you’re selling.
As an example, a technology product such as the ‘latest laptop on the market’ will have copy which contains very specific technical descriptions verses a product with more emotional value such as a piece of jewellery or a heartfelt gift.
Feature
The feature section is where you want to discuss the key/main features of your product. If we continue with ‘the latest laptop on the market’ example the tone of your copy may sound more analytical, discussing features such as the screen size, pixels, RAM size, battery life, etc.
Advantage
In the advantage section, your copy wants to discuss the advantages of your product whilst backing up the features. Ultimately the advantage section copy bolsters the points you’ve made above regarding the features and discuss why your product is so great.
Benefit
When describing the benefits, your copy should crate desire and describe how this product will benefits the user/customer. Here, you’re highlighting benefits of the product but ultimately focusing on ‘the dream’ for the client. For Example, if we continue with ‘the latest laptop on the market’ example, you may use a phrase such as “Experience the convenience of working anywhere in the world when you take this sleek slimline laptop with you on the go!”
“So What?”
The “So What” copywriting formula is one of my personal favourites! Essentially, this method helps you deep dive into the real meaningful benefits of your product or service allowing you to create an emotional connection with your audience. Let’s continue with our ‘latest laptop on the market’ example.
“Experience the convenience of working anywhere in the world when you take this sleek slimline laptop with you on the go!” –> So What? –> “No longer feel confided to one work space! You can work from the beach, from your bed, or travel abroad and experience a new country.” –> So What? –> “With flexibility in your schedule, you can travel the world, enjoy a holiday, and work at the same time allowing you to create new fantastic memories or visit loved ones abroad.”
With this example, we touched on an emotional value; being able to travel, experience the world, visit loved ones, all without needing to take time off work. Now, it’s no longer just ‘the latest laptop on the market’, it’s a way for someone to travel, work, and visit their loved ones without any constraints.
Essentially, whilst writing, you want to continue asking yourself ‘So What’ until you feel you’ve deep dived enough where someone will have an emotional connection as to why they would commit to your product or service.
Give It a Go!
Next time you hit a bit of a roadblock with your copywriting, or if you want more structure behind your words, try out these frameworks. Not only can it help you better connect with your target audience, but it can make copywriting a lot easier and much more efficient. As with anything, it takes time and practice to become a skilled copywriter and to have these frameworks flow naturally. But until then, make use of the handy tips throughout this blog and simply enjoy writing.
If you’d prefer to handover your copywriting needs to our team, get in touch to chat about how we can tell your compelling story for you!
