Copywriting frameworks

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#

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#

CTA Best Practices#

CTA Text Formulas#

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

Supporting file: EXAMPLES.md#

Copywriting Frameworks — Examples#

Example 1: Landing Page Copy with Multiple Frameworks#

Prompt#

Write landing page copy for our email marketing SaaS tool. Target audience: DTC e-commerce brands doing $1M-10M in revenue. Key differentiator: AI-powered flow optimization.

What the skill does#

1. Selects frameworks: AIDA for page structure, PAS for hero section, FAB for feature blocks, 4Ps for social proof section
2. Writes hero using PAS: problem (leaving revenue on the table), agitate (competitors are automating), solution (AI-optimized flows)
3. Writes feature section using FAB for each of 3 key features
4. Writes social proof using 4Ps: promise (3x email revenue), picture (case study narrative), proof (specific metrics), push (free trial CTA)
5. Generates 5 headline variants using headline formulas
6. Writes 3 CTA variants with anxiety-reducing microcopy

Example 2: Cold Email Sequence#

Prompt#

Write a 3-email cold outreach sequence for our CRO consulting services targeting VP Marketing at mid-market SaaS companies.

What the skill does#

1. Selects framework: BAB for email 1 (empathy), PAS for email 2 (urgency), QUEST for email 3 (education)
2. Email 1 (BAB): Before (conversion rate plateaued), After (client case study result), Bridge (our audit process)
3. Email 2 (PAS): Problem (competitor just redesigned), Agitate (every month without optimization = lost revenue), Solution (free 30-minute audit)
4. Email 3 (QUEST): Qualify (if your team has hit a conversion ceiling), Educate (share one specific insight), Transition (to booking a call)
5. Writes subject lines using headline formulas for each email

Example 3: Ad Copy Variants#

Prompt#

Write Google Search ad copy for our wasted spend audit service. Primary keyword: google ads audit.

What the skill does#

1. Generates 4 variants using different frameworks:
   • PAS variant: "Wasting Ad Spend? | The Avg Account Wastes 26% | Free Audit in 48 Hours"
   • AIDA variant: "Your Google Ads Have a Leak | We Found $43K in Waste Last Month | Get Your Free Audit"
   • BAB variant: "From Wasted Budget to Profitable Ads | See What 200+ Brands Discovered | Free Analysis"
   • Direct benefit: "Find Your Wasted Ad Spend | Avg Client Saves $4,200/Month | Free 48-Hour Audit"
2. Follows Google Ads character limits (30 char headlines, 90 char descriptions)
3. Includes responsive search ad structure with 15 headlines and 4 descriptions

Supporting file: REFERENCE.md#

Copywriting Frameworks Reference#

Reference data, benchmarks, and platform-specific details for the Copywriting Frameworks skill.