7 Best Copywriting Frameworks To Sell More Online

Learn the 7 best copywriting frameworks that WILL help you write better copy and sell more online.

What is a Copywriting Framework?

People want to:

  • Make money
  • Save money
  • Save time
  • Avoid effort
  • Escape pain
  • Get comfort
  • Feel envied
  • Feel loved
  • Increase their social status

If one of the above does not meet their expectations, then they are in pain. People will do anything to avoid this pain. The more pain, the more emotional they’ll be when it comes to buying.

So where do copywriting frameworks come in? They provide a structured approach or template that guides your writing, making it more persuasive and compelling. 

By understanding your customer and targeting their pains, you’ll resonate with them in a way that makes them pull out their bank card quicker than you can say “framework”.

Why Should You Use a Copywriting Framework?

People think copywriting is like other forms of writing. They think it’s about creativity and intellect, when in reality it’s more mechanical. 

Established copywriting frameworks are proven formulas that get results, so follow them. They’ll make your content more compelling and engaging to your target audience.

7 Best Copywriting Frameworks

1. AIDA (Attention, Interest, Desire, Action)

AIDA is the most popular and widely used framework. 

It’s universal and can be applied across various platforms. So if you only remember one framework, remember AIDA.

It consists of four steps:

  • Attention: Grab the reader’s attention and stop them in their tracks. This is all about creating strong headlines and using powerful visuals.
  • Interest: Spark the reader’s curiosity and make them want to learn more. Explain the problem your product or service solves, highlight its benefits, share a compelling story or share testimonials of satisfied customers.
  • Desire: Create a strong desire for the product or service in the reader’s mind. Emphasis emotional benefits, paint a picture of improved life, use vivid language and sensory details, and address objections or concerns.
  • Action: Prompt the reader to take a specific action, such as making a purchase, signing up for a newsletter, or contacting you for more information. Use clear and compelling calls to actions, make the next step easy to take, offer limited-time incentives and create a sense of urgency.

2. PAS (Problem, Agitate, Solution)

Starting with a problem is a great way to target cold audiences (people who have a problem but aren’t aware of you or their solution). The three steps are:

  • Problem: Identify and clearly define your target audience’s pain points or challenges. Use relatable language, statistics, customer stories and paint a picture of the problem’s impact. You want to make your audience feel understood.
  • Agitate: Amplify the pain point, highlighting its negative consequences and emotional impact. Use vivid language, imagery and storytelling to make the problem feel real and urgent. This is where you tap into their existing desires to create a stronger contrast.
  • Solve: Present your product or service as the clear and compelling solution to the agitated problem. Focus on benefits and features and directly address pain points. Explain how your offering eliminates the negatives and helps them achieve their desired outcomes. Showcase testimonials, case studies, or guarantees to build trust and credibility.

3. BAB (Before-After-Bridge)

BAB is all about motivating the reader to take action.

  • Before: Paint a vivid picture of the reader's current state, their struggles, frustrations, and unfulfilled desires. Use relatable language, anecdotes, questions, or statistics to empathise with their challenges. Make them feel seen and understood.
  • After: Show a compelling vision of the ideal future where the reader's problems are solved and their desires fulfilled. Highlight the positive emotions, improved conditions, and benefits your product or service brings.
  • Bridge: Effortlessly connect the "before" and "after" by presenting your product or service as the bridge to the desired outcome. Explain how your offering directly addresses the pain points and delivers the promised benefits. Showcase evidence like testimonials, data, or guarantees to build trust and convince the reader that your solution is the answer.

4. PQRS (Problem, Questions, Roadblocks, Solution)

Another problem-based attention framework is PQRS. It’s similar to BAB, but focuses more on satisfying the reader’s questions and worries before talking about the solution.

  • Problem: Identify the problem that the reader faces.
  • Questions: Pre-empt their questions and provide answers.
  • Roadblocks: Break down any roadblocks standing in their way.
  • Solution: Talk about how your product or service can get them from where they are to where they want to be.

5. PASTOR (Problem, Amplify, Story, Testimonial, Offer, Response)

The last of the problem-based attention grabbers. By now you can see that starting with the problem is a really powerful way to get attention (with a particular type of audience). This is a subset of PAS, providing a more specific template for copywriters.

  • Problem: Identify the problem.
  • Amplify: Amplify the consequences of not solving it.
  • Story: Tell a story related to the problem.
  • Testimonial: Include testimonials from happy customers.
  • Offer: Present your offer.
  • Response: Invite them to take action.

6. 4P’s (Picture, Promise, Prove, Push)

Now this time we focus on getting attention by painting a picture of the desired result.

  • Picture: Paint a picture that gets attention and creates desire.
  • Promise: Describe how your product will deliver.
  • Prove: Provide testimonials that backup your promise.
  • Push: Give them a little push to take action.

7. FAB (Features, Advantages, Benefits)

People often get confused about features. 

When writing copy, we generally want to focus on benefits over features. Think of Apple’s iPod headline “1000 songs in your pocket”, and how it had way more success than “X GB’s of storage”. 

However, when it comes to product or service pages, people are already interested. Now you want to focus on satisfying all of their needs and refute all of their objections so they have no excuses not to buy. This is where FAB comes in.

  • Features: Specific characteristics or attributes of the product, such as its size, colour or material. Be specific and avoid technical jargon. Use clear, concise language that your audience can easily understand.
  • Advantages: Move beyond simply listing features and delve into how they specifically benefit your audience. Explain what makes your product or service different and better than the competition.
  • Benefits: This is where the magic happens! Go beyond the technical aspects and tap into the emotional impact your offering has on your audience. Show them how your product or service will improve their lives, solve their problems, and fulfil their desires. Use vivid language and storytelling to connect with them on a deeper level.

Can Copywriting Frameworks Be Used for Different Types of Content?

Absolutely! Copywriting frameworks are flexible tools that apply to diverse content types like ads, sales letters, emails, landing pages, blogs, and social media posts. They offer a structured approach, increasing the chances of converting readers into customers.

How Do you Select the Most Suitable Copywriting Framework?

The choice of copywriting framework depends on two key variables. 

The first is the platform. Different platforms have different success strategies, character limits, content formats, algorithms, etc. You want to think carefully about your platform and audience before deciding on a framework.

The second is traffic sources. Generally speaking, you will be selling to three audiences: 

  • Hot sources: People that already follow you on social media or subscribe to your mailing list.
  • Warm sources: People that have a problem, know the solution but don’t yet know about your product or service.
  • Cold sources: People that have a problem but don’t know their solution.

The best copywriting framework will depend on which traffic source you are targeting.

For hot sources, you want to get attention by focussing on the specifics of your product or service and how it can help them e.g. FAB.

For warm sources you want to get attention by focussing on the solution and how your product can help them get the outcome they desire e.g. 4P’s.

For cold sources, you want to focus on the problem, agitate it, and guide them to a solution that fixes it e.g. PAS.


A copywriting framework is a structured approach or template that guides you in creating more persuasive and compelling content.

Copywriting frameworks are a proven way to help you to resonate with your target audience, drive more conversion and increase sales.

The following 7 copywriting frameworks are known for their effectiveness:

  • AIDA
  • PAS
  • BAB
  • PQRS
  • 4P’s
  • FAB

Given your situation, some frameworks work better than others. It depends on content / platform, and also the type of traffic you are targeting (hot, warm or cold).

What Next?

If you’re looking for a company that builds great websites, drives organic growth, writes copy that converts, and multiplies sales, then contact us for a FREE consultation.