5 Proven Copywriting Frameworks to Master Persuasion

Learn five copywriting frameworks and when to use each one

Five Copywriting Frameworks

A copywriting framework is an order for your ideas. Five of them cover most marketing work: AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), BAB (Before, After, Bridge), FAB (Features, Advantages, Benefits), and the 4 Ps (Promise, Picture, Proof, Push). Each suits a different situation.

By the end of this guide, you will know what each framework does, which one fits the piece you are writing, and you will have the same offer drafted in two frameworks to compare.

Who This Is For

  • You have heard of AIDA and PAS but are not sure when to use which

  • Your copy always follows the same structure, whatever the job

  • You want a quick reference for choosing a framework

  • You use AI for drafts and want to direct it with a named structure

What You'll Need

  • The copy job: an ad, an email, a landing page, or a product description

  • How aware your audience is of their problem and of your offer

  • Your offer, its features, and the results it delivers

  • At least one piece of real proof

Going Further

  • Build a one-page cheat sheet with all five frameworks and your own example for each

  • Test two frameworks on the same email or ad and keep the one that performs better

  • Combine frameworks on long pages, for example PAS for the opening and FAB for the product section