How to Write Better with 9 Copywriting Frameworks

Why do so many people use copywriting frameworks to write better? These tools are not just for professional writers. However, these frameworks are incredibly useful for anyone looking to improve their writing skills and content creation.

Copywriting frameworks are best used for storytelling and objection handling. These tools are like recipes for writing. They give you a step-by-step guide on structuring your words to make your writing more engaging and effective. Whether you’re creating an email campaign, a blog post, or a social media update, these frameworks can be your secret weapon.

Storytelling and Objection Handling

Storytelling is a powerful way to connect with your readers. It turns ordinary writing into something that captures the imagination and emotions of your readers. Copywriting frameworks help you weave stories into your writing effortlessly, making your content more relatable and memorable.

Then there’s objection handling. When you write, especially if you’re trying to persuade or sell something, you’ll often face objections from your audience. How do you overcome these? Copywriting frameworks provide strategies to anticipate and address these objections, making your arguments stronger and more convincing.

Different Types of Copywriting Frameworks

You can use many copywriting frameworks to create high-quality content and help you build advertisements, social media marketing, email marketing, and more marketing-related content for your business. You must pick the best framework for your audiences and your business. Here are nine top copywriting frameworks, their uses, and their prime benefits:

Framework #1: Attention, Interest, Desire, Action (AIDA)

AIDA is one of the oldest and most versatile copywriting frameworks. You can see it everywhere since it is popular in modern marketing.

AIDA is commonly used in email marketing campaigns, social media marketing, and product descriptions. Here is how it works:

  • Attention: Create a strong introduction to capture your audience’s attention.
  • Interest: Keep their interest alive by sharing engaging and new information.
  • Desire: Transform their interest into desire by demonstrating the truth of your claims and presenting an offer. You can share your experiences or refer to others’ stories for support.
  • Action: Motivate your audience to act by explaining the benefits they’ll receive from your product or service.

The AIDA framework can help you position and flow your content to communicate well with your audiences. Getting your audience’s attention is the first step of the process. Keep in mind that if you fail or miss any of the steps of this framework, it almost guarantees an unsuccessful result.

Framework #2: Problem, Agitate, Solution (PAS)

PAS stands for Problem-Agitate-Solution and is a unique and effective marketing framework. Unlike other frameworks, it begins by highlighting a specific problem the audience faces. Then, it amplifies the issue, making the audience feel the urgency or discomfort more intensely. This sets the stage for introducing a product or service solution that resolves the highlighted problem.

The PAS strategy attracts and convinces people, but you must use it carefully. It could harm your reputation if you don’t tell the truth, or if your solutions don’t work, you might be experiencing difficulties closing the deals. Remember that people can smell bad intentions from miles away. That means being honest and researching well are PAS’s main steps.

Here’s how you can implement the PAS framework:

  • Problem: Identify a real issue your readers face, focusing on challenges in their daily lives.
  • Agitate: Enhance the problem’s impact, highlighting its effects to evoke a strong emotional response and a sense of urgency.
  • Solution: Present your product or services as a solution tailored to tackle the identified problem effectively, providing a natural and convincing resolution that offers relief or improvement.

Focus on a big problem with a challenging solution to attract your audience. Make this problem seem even bigger, then show how your product or service can solve it.

Framework #3: Before, After, Bridge (BAB)

The Before-After-Bridge (BAB) framework is a straightforward and effective storytelling tool in marketing, particularly suited for short-form marketing like emails, social media posts, and other forms of advertisements. Unlike the Problem-Agitate-Solution (PAS) framework, which emphasizes problem intensification, BAB focuses on a transformative journey:

  • Before: Start by clearly defining your audience’s current problem or challenge. 
  • After: Next, paint a picture of the improved scenario that could be achieved after the problem is solved. Highlight the positive changes and benefits your audience can look forward to, making the future scenario desirable and attainable.
  • Bridge: Finally, link the ‘Before’ scenario with the ‘After’ by introducing your product or service as the catalyst for this positive change. This is where you explain how your solution addresses the problem, leading to the beneficial outcomes described in the ‘After’ phase.

This approach works well because it takes the audience on a journey from recognizing a relatable problem to envisioning a better future, with your solution as the key link. 

Framework #4: The 4Cs

Have you ever felt lost in a sea of words? The 4Cs are like a friendly guide, helping you sail through the world of copywriting. Clear, concise, compelling, and credible—It’s more of a checklist than a simple step-by-step guide to writing persuasive copy. Let’s break it down:

  • Clear: Be straightforward and make sure your audience understands what you’re trying to say.
  • Concise: Keep it short and straightforward. Most people have short attention spans, so get to the point without unnecessary words. Every word should serve a purpose.
  • Compelling: Make it interesting and engaging. Use storytelling, emotion, or persuasive language to capture your audience’s attention and keep them hooked.
  • Credible: Do your research and establish trust. Back up your claims with evidence or testimonials. 

Always keep your goals in mind. Talk about what your audience wants to read and hear, not just what you want to talk about.

Framework #5: So What?

The “So What?” copywriting framework is a simple yet powerful approach that challenges you to dig deeper into the benefits of your message. Remember that your audiences only care about the benefit they’ll get from your services. Here’s how it works:

  • Statement: Begin with a statement or claim about your product, service, or message.
  • Question: Immediately follow the statement with the question, “So What?” This prompts you to question the significance of your statement.
  • Answer: Respond to the “So What?” question by explaining your initial statement’s real-world implications, benefits, or value. This step forces you to articulate why your audience should care.
  • Repeat: Continue the process for each subsequent statement. After each claim, ask yourself, “So What?” and provide a compelling answer that adds depth and meaning.

Ask “So What?” many times and answer it in the best way possible. That way, your writing isn’t just basic—it hits the spot and connects with what your audience cares about.

Framework #6: Problem, Promise, Proof, Proposal (PPPP)

The PPPP framework helps you create convincing messages. Think of it as similar to the AIDA framework. The idea is to show that your product or service is precisely what your readers want.

  • Problem: Identify and empathize with a real problem your audience faces.
  • Promise: Offer a solution and paint a positive picture of how things could improve.
  • Proof: Provide evidence or examples to support the credibility of your solution.
  • Proposal: Present your product or service as the practical answer to their problem.

You can back up your claim with solid facts or first-hand experiences to be more successful in influencing your audiences. Be specific. Use testimonials if possible. Your genuine touch will make your content convincing, relatable, and authentic.

Framework #7: Star, Story, Solution (SSS)

The SSS framework is designed to influence, captivate, and engage your audience effectively by bringing your products or services as the solution to their problem. This framework builds your audiences’ trust by telling your readers that it is possible to achieve their goals and that you can help them.

  • Star: Start by introducing someone who has achieved your target audience’s goals or a situation they can relate to.
  • Story: Tell a great story. It could be a struggle to make them feel connected and interested. You want to focus on the obstacle your reader can relate to as it is the same one they are facing.
  • Solution: Bring in your solution as the hero of the story. Whether it’s a product or idea, show how it helps overcome challenges. You can say, “You’ve got goals, and I can help you reach them.”

Framework #8: Feature, Advantage, Benefit (FAB)

The strength of the FAB framework lies in its ability to showcase the value of your product or service to your audience. FAB is used for advertising and creating persuasive content such as product descriptions, sales presentations, email marketing campaigns, social media posts, and many other forms of marketing. 

Here’s how the FAB copywriting framework works:

  • Feature: List the features of your product or service and put the most important ones first.
  • Advantage: Explain how each feature benefits the reader by giving them an advantage over other products or services.
  • Benefit: Clearly describe the advantages that users receive when they use your product or service.

FAB is great for talking about products and services with lots of features. Just remember, don’t talk only about the features. Explain how those features help the customer. People care more about the benefits of your product or service, not just the features.

Framework #9: Stop, Look, Action, Purchase (SLAP)

If you’re eager to see your readers take swift and decisive action, the SLAP framework could be your secret weapon. This approach is all about building a solid connection with your audience. It begins with a simple yet powerful question: “What can I do to make my services irresistible to my readers?” by answering this question effectively, you can drive your readers to take action quickly, whether making a purchase, signing up, or engaging with your content. 

Here is how the SLAP framework works:

  • Stop: Start with an eye-catching headline to grab your reader’s attention.
  • Look: Offer your service and explain how your products or services help the reader.
  • Action: Encourage them to take action right away.
  • Purchase: Deal with any doubts and objections they might have. (You can offer exclusive discounts or persuade them by showing customer testimonials.)

The SLAP framework helps you grab your readers’ attention, connect personally, and compel them to act without hesitation. 


Copywriting frameworks are versatile tools that enhance your writing skills, particularly in storytelling and objection handling. Each of the nine frameworks discussed offers a unique approach to building persuasive messages. Whether it’s the versatile AIDA, problem-centric PAS, vivid BAB, concise 4Cs, “So What?” highlighting importance, structured PPPP, trust-building SSS, feature-highlighting FAB, or action-driven SLAP.

By selecting the proper framework for your content and adapting it to your audience, you can create engaging copy that drives action, which can benefit you as a copywriter and your business.