Mitch Thorne - Senior CRM Strategist

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Are you worried your copy isn't landing the way it should? You're not alone. It's easy to jot down a few USPs and hope they resonate with your audience, but often, the results fall flat. The good news? There are proven frameworks designed to intrigue your audience and pivot them towards tangible results.

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Still here? You're living proof that copywriting frameworks do indeed work. The introduction you've just read was built using the first framework we'll discuss: Problem, Agitate, Solve.

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1. Problem, Agitate, Solve (PAS)

Components: Identify a problem, agitate the problem by highlighting its pain points, and then offer a solution.

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Best for: Email marketing, landing pages, sales letters.

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Example: Are you tired of your emails going unnoticed? It's frustrating to spend time crafting messages that don't get opened or clicked. But what if there was a way to ensure your emails grabbed attention every time? PAS framework can transform your email marketing.

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2. Features, Advantages, Benefits (FAB)

Components: Outline the features of your product, highlight the advantages these features provide, and then detail the benefits for the user.

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Best for: Product descriptions, sales pages, advertisements.

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Example: Our new project management tool features a user-friendly interface. This means less time learning and more time doing, making your team more productive and efficient.

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3. Before, After, Bridge (BAB)

Components: Describe the current situation (Before), the improved situation (After), and how to get from one to the other (Bridge).

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Best for: Case studies, transformation stories, testimonials.

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Example: Many of our customers used to struggle with time management. These days, they’re reporting up to a 50% increase in productivity. The difference? Our comprehensive time-tracking system that integrates seamlessly with your workflow.

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

Components: Grab Attention, build Interest, create Desire, and prompt Action.

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Best for: Advertisements, email subject lines, social media posts.

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Example: Unbelievable discount on summer travel! Discover exotic destinations at half the price. Imagining relaxing on a tropical beach, drink in hand? Well, book your dream vacation for less and you won’t have to!

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5. Stop, Look, Action, Purchase (SLAP)

Components: Stop the reader, get them to focus on your product/service, prompt an action, and lead to Purchase.

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Best for: Direct mail, display ads, digital ads.

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Example: Feeling stuck in a fitness rut? Join our latest innovative workout program, with thousands of happy customers already. Sign up for a free trial today.

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6. Star, Story, Solution (SSS)

Components: Introduce a Star (hero), tell a Story about the star's challenge, and present the Solution.

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Best for: Brand storytelling, case studies, blogs.

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Example: Meet Jane, a small business owner. Jane struggled to manage her finances and felt overwhelmed. With our accounting software, Jane streamlined her processes and grew her business, without the stress.

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7. Clear, Concise, Compelling, Credible (4Cs)

Components: Ensure your message is Clear, Concise, Compelling, and Credible.

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Best for: All copywriting, particularly for new audiences.

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Example: Save time with our app Enjoy one-click scheduling and never miss an appointment again. Trusted by over 10,000 users.

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Incorporating these frameworks into your copywriting can significantly enhance the impact of your message. Whether you're crafting an email, a sales page, or a social media post, these strategies are designed to break down the walls between the audience and your brand and naturally encourage action. Start experimenting with these frameworks today and see the difference they can make in your copy's effectiveness.

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