Copywriting Frameworks

Framework-driven copy for ads, landing pages, emails, and sales pages.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/copywriting-frameworks ~/.claude/skills/

Framework Selection Guide

Situation	Best Framework	Why
Short ad copy (social, search)	PAS or AIDA	Compact, hook-driven
Landing page hero	4Ps or BAB	Benefit-focused, drives action
Email sequence	QUEST or PAS	Builds momentum across messages
Sales page (long-form)	StoryBrand or AIDA	Narrative structure for sustained attention
Product description	FAB	Feature-to-benefit translation
Cold outreach	BAB or PAS	Quick empathy, clear value
CTA buttons and microcopy	Action-Outcome	Specific, benefit-driven action

Core Frameworks

AIDA — Attention, Interest, Desire, Action

A — ATTENTION: Hook with a bold claim, question, or surprising stat
I — INTEREST: Build curiosity with specifics and proof
D — DESIRE: Make them want the outcome (paint the after-state)
A — ACTION: Clear, specific CTA

Best for: Sales pages, long-form ads, email sequences, landing pages

Example (SaaS landing page):

[A] Your email campaigns are leaving $80K on the table every year.
[I] We analyzed 500 DTC brands and found that 73% are missing at least 3 critical
    automated flows — each worth $2K-5K/month in recovered revenue.
[D] Imagine recapturing that revenue automatically, while you sleep. No extra
    headcount, no complex setup. Just the flows your customers expect, running
    24/7.
[A] Start your free 14-day trial — see your first recovered revenue in 48 hours.

PAS — Problem, Agitate, Solution

P — PROBLEM: Name the pain your audience feels
A — AGITATE: Make the pain vivid and urgent (what happens if they do nothing?)
S — SOLUTION: Present your offer as the relief

Best for: Short ads, social posts, cold emails, landing page headlines

Example (Google Ad):

[P] Wasting ad spend on unqualified clicks?
[A] Every month, the average account wastes 26% of budget on irrelevant search
    terms — that is $2,600 per $10K spent, gone.
[S] Our Wasted Spend Audit finds and eliminates waste in 48 hours. Free for
    first-time clients.

BAB — Before, After, Bridge

B — BEFORE: Describe their current painful state
A — AFTER: Paint the desirable future state
B — BRIDGE: Show how your product/service bridges the gap

Best for: Email sequences, testimonial-driven copy, case studies, cold outreach

Example (cold email):

[B] Right now, your team spends 10+ hours/week manually building reports
    from 4 different analytics platforms.
[A] What if those reports generated themselves every Monday morning —
    accurate, formatted, and ready for your exec meeting?
[B] That is exactly what [Product] does. Connect your data sources once,
    and never build another manual report.

4Ps — Promise, Picture, Proof, Push

P — PROMISE: Make a bold, specific promise
P — PICTURE: Help them visualize the result
P — PROOF: Back it up with evidence
P — PUSH: Drive to action with urgency

Best for: Landing pages, webinar promotion, launch copy

QUEST — Qualify, Understand, Educate, Stimulate, Transition

Q — QUALIFY: Filter for the right audience ("If you are a...")
U — UNDERSTAND: Show you get their situation
E — EDUCATE: Teach something valuable
S — STIMULATE: Create desire through the education
T — TRANSITION: Bridge to your offer naturally

Best for: Email sequences, content marketing, webinar scripts

FAB — Features, Advantages, Benefits

F — FEATURE: What the product has/does
A — ADVANTAGE: Why that feature matters (vs alternatives)
B — BENEFIT: What it means for the customer (outcome/feeling)

Best for: Product descriptions, feature pages, comparison copy

Example:

[F] Automated email flows triggered by customer behavior
[A] Unlike batch campaigns, these reach customers at the exact right moment
[B] You recover abandoned carts and win back churned customers without lifting
    a finger — adding $5-15K/month in passive revenue

StoryBrand (Donald Miller)

1. CHARACTER: The customer is the hero (not your brand)
2. PROBLEM: External (what they face), internal (how it feels), philosophical (why it is wrong)
3. GUIDE: Your brand as the wise guide (empathy + authority)
4. PLAN: Simple 3-step plan to follow
5. CALL TO ACTION: Direct ("Buy Now") and transitional ("Download Guide")
6. SUCCESS: What winning looks like
7. FAILURE: What happens if they do not act

Best for: Brand messaging, website copy, sales pages, brand narratives

Headline Formulas

Formula	Template	Example
How-to	How to [Achieve X] Without [Pain Y]	How to 3x Email Revenue Without Hiring
Number	[N] Ways to [Achieve X] in [Timeframe]	7 Ways to Cut Ad Waste in 30 Days
Question	Are You Making These [N] [Mistake] Mistakes?	Are You Making These 5 Checkout Mistakes?
Negative	Stop [Bad Thing] — Here Is What to Do Instead	Stop Sending Batch Emails — Here Is What to Do Instead
Social proof	How [Company] [Achieved Result]	How Glossier Grew 600% With Email Alone
Curiosity gap	The [Adjective] [Thing] Most [People] Overlook	The Simple Metric Most Marketers Overlook
Direct benefit	Get [Benefit] in [Timeframe]	Get Your First 1,000 Subscribers in 30 Days
Comparison	[X] vs [Y]: Which [Outcome]?	Klaviyo vs Mailchimp: Which Drives More Revenue?

CTA Best Practices

CTA Text Formulas

Pattern	Example	When
Action + Benefit	Start Saving Today	Primary conversion
Action + Timeframe	Get Results in 48 Hours	Urgency-driven
Action + Risk Reversal	Try Free for 14 Days	Reducing anxiety
First Person	Start My Free Trial	Ownership language
Specificity	See My Wasted Spend Report	Personalized

CTA Anti-Patterns (Never Use)

• "Submit" — most hated CTA word
• "Click Here" — vague, inaccessible
• "Learn More" as primary CTA — too passive (OK as secondary)
• "Sign Up" without benefit context
• "Buy Now" without trust signals nearby

Integration with Other Skills

• cro-auditor — Apply frameworks to pages flagged by CRO audit
• seo-content-writer — SEO-optimized copy using these frameworks
• content-creator — Brand voice consistency when writing framework-driven copy
• email-composer — Email-specific applications of PAS, BAB, QUEST