Each of these frameworks has a specific purpose, and knowing when to use them can be a game-changer for your copy. Here’s a breakdown of the top five, along with examples and templates you can start using today.

1. AIDA: Attention, Interest, Desire, Action

The AIDA copywriting framework is a classic for a reason. It’s simple, effective, and adaptable to nearly any type of copy, from sales pages to email subject lines. Here’s how it breaks down:

• Attention: Grab the reader’s attention with a headline or opening that stands out. This could be a bold statement, a question, or an intriguing fact.

• Interest: Keep them hooked by explaining why this matters to them. Touch on pain points or challenges they relate to.

• Desire: Show them what’s in it for them. Use benefits to create a sense of desire, helping them imagine life with your product or service.

• Action: Seal the deal with a clear call to action, guiding them toward the next step—whether it’s clicking, signing up, or buying.

Example of AIDA in Action:

Attention: “Tired of Spending Hours on Copy That Doesn’t Convert?”

Interest: “Every minute you waste on ineffective copy is a lost sale.”

Desire: “Imagine if every word you wrote brought in more customers—without the guesswork.”

Action: “Sign up today to get my free copywriting template and start crafting high-converting copy in minutes!”

Template:

1. Attention: [Hook or headline that grabs their attention]

2. Interest: [Explain why this issue is important and relevant to them]

3. Desire: [Describe how your solution benefits them or solves their problem]

4. Action: [Provide a direct, clear call to action]

When to Use AIDA:

AIDA is perfect for short-form content or situations where you need to capture attention quickly, like social media ads, landing pages, or email marketing.

It’s a staple that will always serve you well because it plays on natural human curiosity and desire.


2. PAS: Problem, Agitation, Solution

The PAS copywriting framework is all about empathy.

It starts with the reader’s pain, stirs up the frustration around it, and then swoops in with a solution. This framework is powerful because it resonates with readers on an emotional level, making it especially effective for problem-solving products or services.

• Problem: Begin by highlighting the reader’s primary pain point. The goal here is to make them feel understood, like you “get” what they’re struggling with.

• Agitation: Don’t just leave the problem at the surface—dig deeper. Agitate it by painting a picture of what happens if they don’t address this issue. This step can be uncomfortable but helps increase the desire for a solution.

• Solution: Now, relieve the tension by introducing your product or service as the answer. Explain how it solves the problem and, if possible, back it up with proof or benefits.

Example of PAS in Action:

Problem: “Struggling to write sales copy that connects and converts?”

Agitation: “Each piece of bland, unpersuasive copy is costing you potential sales and, ultimately, money.”

Solution: “With my PAS copywriting checklist, you’ll learn exactly how to speak directly to your audience’s pain points and turn that into sales.”

Template:

1. Problem: [Identify and describe the reader’s main issue]

2. Agitation: [Dig deeper into the issue, showing the impact of not solving it]

3. Solution: [Introduce your product/service as the solution and provide a call to action]

When to Use PAS:

PAS is ideal for long-form sales pages, email sequences, and situations where your audience might be skeptical or need a bit of convincing.

By focusing on the problem first, you show them you understand—and that your solution isn’t just a pitch; it’s what they actually need.


3. PASTOR: Problem, Amplify, Story, Transformation, Offer, Response

Developed by Ray Edwards, the PASTOR copywriting framework is a bit more detailed than AIDA or PAS, making it a strong choice for longer sales pages or high-ticket offers.

The framework goes beyond merely agitating a problem, focusing on storytelling and transformation to create a deep emotional connection.

• Problem: Start by addressing the problem your reader faces, similar to PAS. You want them to feel that you understand their struggle.

• Amplify: Amplify the stakes by explaining the consequences of not solving this problem. Describe the pain or frustration they’ll continue to experience if they don’t take action.

• Story: Share a story that either shows your own experience or relates to how someone else successfully solved this problem with your help. Stories help readers see themselves in the situation and envision a positive outcome.

• Transformation: Describe the transformation they can expect if they choose your solution. This is where you paint a picture of how life will improve or the benefits they’ll experience.

• Offer: Now, present your product or service as the way to achieve that transformation. Explain the details of your offer clearly, outlining what they get and why it’s valuable.

• Response: End with a strong call to action, encouraging them to respond. This is where you ask them to buy, sign up, or take the next step.

Example of PASTOR in Action:

Problem: “Are you frustrated with low-converting sales copy?”

Amplify: “Every time you publish ineffective copy, you’re losing out on customers who could be buying right now.”

Story: “I used to struggle with this, too. After investing in countless courses and mentors, I finally unlocked a framework that works every time.”

Transformation: “Imagine watching your conversion rates skyrocket as readers resonate with your words and take action.”

Offer: “You can achieve the same results with my in-depth copywriting template, designed to lead readers from interest to purchase.”

Response: “Don’t let another sale slip through your fingers. Get the template now and start seeing results!”

Template:

1. Problem: [State the reader’s problem]

2. Amplify: [Describe the stakes and consequences of not solving the issue]

3. Story: [Share a relatable story to connect with the reader]

4. Transformation: [Show them the positive change they can expect]

5. Offer: [Present your solution and explain the details]

6. Response: [Give a clear call to action]

When to Use PASTOR:

PASTOR is great for high-value offers, services that involve personal transformation, or situations where storytelling is essential.

This framework allows you to dig deep into your reader’s emotions and create a powerful narrative around the solution you’re offering.


4. BAB: Before-After-Bridge

The BAB copywriting framework is straightforward yet powerful.

It’s all about showing the reader a before-and-after scenario, with your product or service acting as the “bridge” to their desired outcome. This structure works well because it’s quick to set up, keeps the focus on the transformation, and leads naturally to a solution.

• Before: Start by describing the reader’s current situation or problem. This “before” state should resonate with their pain points and make them think, “Yep, that’s me.”

• After: Paint a picture of their ideal outcome. Describe how their life or business will look after they’ve solved the problem. This is the “after” state they aspire to reach.

• Bridge: Position your product or service as the bridge that takes them from their current situation to the outcome they desire. Explain how it helps them make that leap.

Example of BAB in Action:

Before: “Spending hours writing copy that just isn’t converting?”

After: “Imagine hitting ‘publish’ and seeing instant engagement, higher clicks, and more conversions.”

Bridge: “With my step-by-step copywriting formula, you’ll be able to create copy that resonates and drives action—fast.”

Template:

1. Before: [Describe the reader’s current, undesired situation]

2. After: [Illustrate their desired future state]

3. Bridge: [Explain how your solution connects the two states]

When to Use BAB: BAB is ideal for short-form copy, especially when you need to get to the point quickly. It’s great for ads, social media posts, product descriptions, and email teasers where readers are looking for a quick, compelling reason to act.

This framework works well because it offers readers a clear transformation without extra fluff.


5. The 4 Ps: Picture, Promise, Prove, Push

The 4 Ps copywriting framework is designed to capture the reader’s imagination, provide proof, and motivate action.

It’s a balanced formula that gives enough detail to convince without overwhelming, making it effective for mid-length content like landing pages, sales letters, and emails.

• Picture: Start by painting a vivid picture of the desired outcome or the problem. This should engage the reader’s imagination and help them visualize a solution.

• Promise: Make a compelling promise about what your product or service can deliver. This is where you outline the main benefit or the transformation they’ll experience.

• Prove: Back up your promise with proof. This could be testimonials, case studies, statistics, or specific features that demonstrate how your solution works.

• Push: End with a clear push to take action. Give a strong call to action that tells the reader exactly what to do next.

Example of the 4 Ps in Action:

Picture: “Imagine doubling your conversion rate without doubling your workload.”

Promise: “With my copywriting checklist, you’ll be able to create compelling copy in minutes, not hours.”

Prove: “Over 5,000 copywriters have used this checklist to boost their sales and confidence in their writing.”

Push: “Don’t miss out—download the checklist today and see the results for yourself!”

Template:

1. Picture: [Describe the reader’s desired outcome or problem vividly]

2. Promise: [Make a promise about the main benefit or transformation]

3. Prove: [Provide proof to support your promise]

4. Push: [Encourage the reader to take action]

When to Use the 4 Ps: The 4 Ps framework is excellent for creating a structured, convincing argument that’s easy to follow.

It works well in cases where you want to lead readers step-by-step through the benefits and logic of your offer, especially when they might need a bit of extra persuasion to make a decision.