I've come to realize that the pen (or keyboard) is mightier than the sword.
The right words can inspire, motivate, and convert.
But how do you consistently craft content that resonates?
That's where copywriting frameworks come into play.
Today, I'm sharing 5 of my go-to frameworks, complete with details and examples to help you master the art of copywriting.
They are;
The SLAP Framework
The SCAR Framework
The BAB Framework
The PAS Framework
The “What, How, Why” Framework
Let’s jump in!
1. The SLAP Framework The SLAP framework is all about grabbing attention and driving action.
Here's how it works:
Stop your reader in their tracks. Use a bold statement or question.
Look at your message. Engage them with compelling visuals or subheadings.
Act. Encourage them to take a small step, like signing up for a newsletter.
Purchase or take the desired action, be it buying a product or sharing your content.
Example: "Tired of sleepless nights? Discover the secret to a perfect night's sleep. Try our sleep aid for 30 days, risk-free. Buy now and wake up refreshed."
2. The SCAR framework is about evoking emotion and presenting a solution:
Shock your audience with a surprising fact or statement.
Challenge their existing beliefs or perceptions.
Agitate their pain points, making them feel the need for a solution.
Reveal the solution, ideally your product or service.
Example: "Did you know 90% of diets fail within the first month? Think you're doing it right? Still struggling to shed those pounds? Introducing our holistic weight loss program that guarantees results."
3. The BAB Framework The BAB framework is a storytelling technique:
Before - Describe the reader's current problem or situation.
After - Paint a vivid picture of life after the problem is solved.
Bridge - Introduce your solution, bridging the gap between 'Before' and 'After'.
Example: "Struggling with constant breakouts? Imagine a life with clear, radiant skin. Our all-natural skincare range is the bridge to your dream complexion."
4. The PAS Framework The PAS framework is my favorite for transformational stories:
Problem - Clearly pinpoint the issue your audience faces.
Agitate - Dive deeper into the problem, emphasizing its repercussions.
Solution - Present your offering as the ultimate remedy.
Example: "Tired of your phone dying mid-day? Frustrated with constantly searching for outlets? Our ultra-long battery life smartphone ensures you stay connected all day."
5. The “What, How, Why” Framework This is my go-to when sharing actionable advice:
What is this about? - Define the topic or issue.
Why is it relevant? - Highlight its significance.
How can your audience implement it? - Offer a step-by-step guide.
Example: "Want to boost your productivity? Understanding time management is crucial in today's busy world. Start by prioritizing tasks, setting clear goals, and taking regular breaks."
There you have it, my top 5 copywriting frameworks.
These structures have been game-changers for me, helping transform my content from good to great.
Give them a try and let me know how it goes.
Want a great app to help you use these frameworks?
Typeshare is an app designed to assist digital writers in generating ideas, crafting content, and publishing it seamlessly.
I think something like 50,000 digital writers use this including notable names like Dickie Bush, Nik Sharma, and Justin Mikolay.