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Turn Words Into Sales With These 10 Copywriting Frameworks!

Turn Words Into Sales With These 10 Copywriting Frameworks!

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As an entrepreneur, earning lots of sales is undoubtedly what you want. That’s why you’re availing of implementing digital marketing strategies, from SEO and SEM to lead generation.

However, those strategies can barely help unless you have strong promotional messages. This is where copywriting frameworks can help you as a guide in crafting a promotional message that piques the interest of your potential customers.

Copywriting frameworks encompass unique styles and have varying purposes. Some emphasise features, while others highlight solutions to the target audience’s pain points. You just need to use the right formulas to accommodate your goals.

Now it’s time to delve deeper into this topic and craft compelling copies that sell!

What Are Copywriting Frameworks?

copywriting frameworks

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Copywriting frameworks are the proven formulas to write your copy, or promotional messages for your target audience. They help you to craft persuasive messages that influence your target audience to take desired actions.

The desired actions vary depending on the goals of your campaign. For example, you might want your target audience to make purchases, sign up for a newsletter, or download free e-books. Influencing them to do anything you wish is possible with words; you just need to use the right copywriting frameworks to guide you along the way.

Why Should I Use Copywriting Frameworks?

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Creativity Creative Ideas Imagination Inspiration Design Concept

Image source: Freepik

You should use copywriting frameworks because they prevent you from writing copy from scratch.

Writing a copy from scratch is often counterproductive. You’re at risk of experiencing a creative block, where you struggle with coming up with ideas to start writing your copy or how to construct your copy in a way that entices your audiences.

Copywriting frameworks provide you with organised structures. These proven formulas allow you to communicate your message persuasively and leave a profound impact on your audiences, further influencing them to take desired actions.

10 Copywriting Frameworks To Boost Your Sales

Copywriting formulas are unique and serve different purposes. You’ll need to use the right one to help you write copies that align with your campaign goals. Now let’s explore the following 10 copywriting frameworks and choose ones you see fit:

AIDA: Attention, Interest, Desire, Action

Among other copywriting frameworks, AIDA is one of the oldest standards that remains relevant in modern marketing. This formula aims to capture the audience’s attention, pique their interest, provoke their desire, and persuade them to take action.

How does the AIDA formula work? Let’s take a look at the explanation below:

  • Attention: In the attention stage, you grab your audience’s attention and spark their curiosity so they’re willing to continue reading your message. You can do so by writing a punchy headline or a persuasive opening sentence.

Example: Break free from wasting your time on managing work.

  • Interest: Once you’ve grabbed your audience’s attention, it’s time to keep them engaged by building their interest in your brand. You can do this by highlighting your product or service features or how it solves your audience’s problems.

Example: Managing work is now easier with [brand name] and trusted by 1000 notable companies.

  • Desire: After sparking your audience’s interest, the next step is to provoke their desire. You can highlight your unique selling point and make your audience desire whatever your product or service offers at this stage.

Example: With [brand name], you can focus more on your work and less on tedious work management. 

  • Action: The final stage entails prompting your audience to take the desired action. This requires you to write a compelling and persuasive call-to-action (CTA).

Example: Increase your work efficiency with [brand name] today. Get up to 50% off before 10 January 2024!

PAS: Problem, Agitate, Solution

PAS is a copywriting framework that highlights your target audience’s pain points. Writing copies using this formula entails presenting their problem, intensifying it, and providing them with a solution.

This framework is one of the most popular strategies used by copywriters. It effectively captures the audience’s challenges and creates an optimistic solution for their concerns. Here’s how the PAS copy formula works:

  • Problem: In this stage, you must identify and present your target audience’s problem.

Example: Are you struggling to keep your home neat while working 9-6?

  • Agitate: Once you’ve presented your target audience’s main problem, it’s time to agitate it. This stage serves to capture their sense of hopelessness.

Example: It can be frustrating after a long, tiring day, and you come home to piling dishes, grimy floors, and stacking dirty laundry. You just want to rest, but leaving the mess behind will only make things worse in the upcoming days.

  • Solution: After presenting your target audience’s problem and agitating it, you need to come up with a clear solution that encourages them to take the desired action.

Example: That’s where our cleaning services are coming at your convenience, keeping your home tidy while you’re busy working 9-6. Arrange your cleaning schedule today, and our professional cleaners will ensure a spotless and welcoming home for you.

4Cs: Clear, Concise, Compelling, Credible

The 4Cs copywriting framework emphasises creating a promotional message that’s clear, concise, compelling, and credible. This formula doesn’t provide a step-by-step guide of how you should craft your copy but rather a checklist to ensure your message aligns with it.

  • Clear: Make sure you convey a clear message for your audience to read.
  • Concise: Craft the message concisely. Avoid using fluffy or unnecessary sentences.
  • Compelling: Ensure that your message is what your audience wants to read. Don’t bore them out.
  • Credible: Provide credible information within the message. Ensure you do thorough research before writing the copy.

FAB: Features, Advantages, Benefits

The FAB copywriting framework emphasises the benefits that your target audience can derive from the features brought by your brand. In comparison to the PAS framework, FAB sounds more optimistic, as it doesn’t mention the audience’s pain points.

Here’s how this formula works:

  • Features: Present the core features of your product or service. Place the most innovative or compelling feature at the very beginning.

Example: Enriched with omega-3 oils, fibres, calcium, and other vitamins, [brand name] will fulfil your daily nutrition needs easily.

  • Advantages: Spark your audience’s interest with your message by explaining how the features give them advantages that other products or services don’t.

Example: Simply mix [brand name] warm water, and your nutritious drink is ready with just 2 minutes of preparation.

  • Benefits: Finally, you’ll need to provide your target audience with the benefits they get when they avail of your product or service.

Example: Say goodbye to the hassle of researching and preparing healthy nutrition for you and your family. Try [brand name] today and experience the health benefits yourself!

ACC: Awareness, Comprehension, Conversion

The ACC copywriting framework aims to raise awareness of a situation or problem that your target audience is experiencing, inform them that your product or service can address it, and conclude with a compelling call-to-action to influence conversion.

Here’s how the ACC copywriting formula works:

  • Awareness: In this stage, you need to spark awareness in your target audience regarding situations or problems that are relevant to the product or service you offer.

Example: With increasing online threats, cybersecurity has never been more crucial in safeguarding your personal and professional data.

  • Comprehension: Explain how a relevant situation or problem affects your target audience and how your product or service can address it.

Example: Yet, the intricacies of cybersecurity are complex to understand. This is where our service will be your guide in simplifying your personal and professional data protection against online threats.

  • Conversion: Influence your target audience to make a conversion by writing a compelling call-to-action.

Example: Enquire today and see how we can help.

SLAP: Stop, Look, Act, Purchase

SLAP copywriting framework is perfect when you want your potential customers to purchase your product or service immediately. It has four stages: stop, look, act, and purchase, all of which are designed to capture the potential customer’s attention, ignite their desire, and guide them to the final step of sealing the deal.

Here’s how you craft your messages using this formula:

  • Stop: Create a compelling hook to pique your potential customer’s interest in your message.

Example: Looking for a stylish and compact bag you can bring to almost anywhere?

  • Look: Once you have their attention, it’s time to convey how your product or service will benefit them.

Example: Introducing our [brand name] bag. Its stylish design is perfect for rocking your Saturday brunch, and its compact size is convenient for bringing everything you need on your daily commute to work. 

  • Act: Encourage your potential customers to take the desired action.

Example: Buy now.

  • Purchase: Eliminate any possibility of potential consumers not purchasing your product or service.

Example: Get $20 off. Valid until 10 January 2024.

PAPA: Problem, Agitate, Persuade, Asks

The PAPA copywriting framework is similar to the PAS formula. The difference is it doesn’t immediately provide a solution. Instead, it gives room for the target audience to better understand your product or service before encouraging them to take the desired action.

PAPA formula is typically used to promote a niche product or service, where most of the target audience is yet to be fully aware of how the solution works. Here’s how you can craft your copy using this formula:

  • Problem: Present a problem that your target audience is facing at this stage. Make sure that the problem aligns with what your product or service can address.

Example: Waking up feeling tired almost every morning must be frustrating.

  • Agitate: Agitate the problem you’ve presented before to intensify your target audience’s issue.

Example: It feels as if getting enough sleep of 8 hours per night is useless.

  • Persuade: Persuade your target audience to avail of your product or service by providing them with informative details.

Example: Introducing our multivitamin that contains organic plant extracts. Perfect to relax your body and help you feel fresh every morning you wake up.

  • Ask: The last thing you should do is to ask them to take the desired action. Ensure that you use a compelling call-to-action.

Example: Order today and experience the transformation!

4Ps: Picture, Promise, Proof, Push

The 4Ps copywriting framework, consisting of picture, promise, proof, and push, is a widely used formula by marketers to boost sales. Here’s how it works:

  • Picture: Unlike other copywriting formulas, you’ll start your message with an eye-catching visual using the 4Ps framework. For instance, if you aim to promote yoga classes, then you include an enticing image that’s relevant to yoga.
  • Promise: Convey the benefits that your product or service can provide to the target audience. Make it compelling while avoiding overpromising.

Example: Get your healthy body in 8 weeks with Lotus Yoga!

  • Proof: Provide proof to support the promise. You can include testimonials, success stories, and other positive experiences associated with your product or service.

Example: I really enjoyed Lotus Yoga’s classes, especially the instructors who were really helpful. Finally, I no longer struggle with back pain after finishing the 8-week program. Thanks, Lotus Yoga! – Jennifer

  • Push: Push your target audience to purchase your product or service by creating a sense of urgency.

Example: Join Lotus Yoga’s 8-week program for $1,000 today. Get an additional welcoming 20% discount, ends in 12 hours.

APP: Awareness, Problem, Positioning

The APP copywriting framework highlights creating awareness around the target audience’s pain points, explaining the problems and consequences of the pain points, and positioning your brand as the solution.

Here’s the step-by-step guide to using this formula:

  • Awareness: Begin with building awareness around the pain points that your target audience is facing.

Example: Do you struggle to manage your monthly income?

  • Problem: Explain how their pain points can lead to another problem if left unresolved.

Example: Unmanaged monthly income can put you under financial stress. Without a clear budget and strategic financial planning, it’s easy to find yourself overwhelmed by expenses and uncertainties.

  • Positioning: Position your brand as a solution they can rely on to address their pain points.

Example: Our money management app comes right here to be your help. Managing your monthly income is made easier with our intuitive split feature. Whether it’s transportation, meals, entertainment, or other expenses, our split feature provides a clear breakdown, allowing you to visualise and understand where your money is going.


Using the before-after-bridge copywriting framework, you can invite your target audience to imagine an ideal situation in which they are liberated from their current challenges. Here’s the step-by-step guide to using this formula:

  • Before: Identify your target audience’s current challenges.

Example: Tired of splitting time between work and managing work?

  • After: Invite your target audience to envision a situation where they’re liberated from their current challenges

Example: Imagine being able to focus on your work while automating work management across your team.

  • Bridge: Position your product or service as a bridge your target audience must cross to get from before to after condition.

Example: Sign up today.

Great Leads: Indirect, Question, Story, Command

Great leads is a copywriting framework that aims to capture the target audience’s attention right from the beginning. You can use this formula by using several leads, including indirect, question, story, and testimonial, as explained below:

  • Indirect: If you want to use indirect leads, you’ll need to convey your promotional message without directly mentioning your brand.

Example: Imagine waking up to fresh air, the sound of birds chirping, and the warmth of the sun on your face.

Let’s say you aim to offer a holiday package. By using this framework, you can engage in soft selling without overtly featuring your brand or explicitly marketing the vacation offer.

  • Question: Another approach you can use is by asking a question related to your target audience’s problem. By doing this, you make them feel understood.

Example: Are you struggling with stretch marks? Do you wish for an effective treatment that could eliminate them?

  • Story: Storytelling has the strong ability to capture the attention of your target audience and spark their desire to avail of your product or service. Ensure to craft a genuine and compelling story when using this formula for your copy.

Example: Davin was struggling to lose weight as he’s busy working 9-6 and found no time to spare for workouts. But that’s no longer an issue after he discovered our easy-to-use workout apps. Now, he can conveniently work out in the comfort of his home, thanks to the help of the easy-to-follow workout plans from Workout Today.

  • Command: In comparison to the previous approaches, command is more straightforward. It addresses the target audience’s problem directly and prompts them to take the desired action.

Example: Stop wasting your money on linkbuilding services and start growing your organic traffic with SEO strategies that work.

How To Select The Best Copywriting Framework For My Brand?

After understanding the 10 copywriting frameworks, the million-dollar question emerges: how to select the best copywriting formulas to write my brand’s copies?

To answer this, we advise you to consider the following:

Understand Your Audience

Each brand is unique and appeals to different kinds of audiences. Therefore, before you choose copywriting frameworks to craft your message, you need to understand your audience first.

For example, if your audience is already aware of their problems and wants instant solutions, you can use an approach highlighting your features that help solve their problems. This includes the FAB, 4Ps, and 4Cs frameworks.

Consider The Platform

People who use one platform are likely to have different goals than those who use another. Therefore, you must adjust your promotional message to cater to their objectives by using the right copywriting frameworks.

For example, if you use Twitter to promote your brand, keep in mind that most users there want to read information quickly. If they don’t find an exciting point in your message, they will quickly scroll past it.

To tackle it, consider using the frameworks that spark interactions between your brand and users while sparking their strong interest in your message, including the AIDA, PAS, or APP formula.

Perform A/B Testing

Last but not least, A/B testing should be included in your considerations. Often, theories about the best copywriting frameworks will not be proven until you put them to the test.

There are also no copywriting frameworks that are always the best fit for your brand. Your target audience’s problems and needs are constantly changing, and so should your approach to catering to them.

Final Thoughts

Many think implementing digital marketing such as SEO, SEM, and lead generation is enough to bring in sales. But they forget that copywriting is where it all starts. Without a compelling message, the audience is less likely to convert into paying customers.

That’s why, as a digital marketing agency, we always prioritise writing compelling copies as a part of our SEO services, SEM services, lead generation, and other digital marketing services. 

Most importantly, copywriting frameworks have saved us a lot of time and prevented us from writing everything from scratch. And we hope you’ll experience the same after implementing the proven formulas.

However, if you still struggle to write compelling copy for your brand, we’re here to be your solution. Contact us today!


What is the most effective copywriting framework?

Every copywriting framework is unique and serves different purposes. So, to figure out which one is best, you need to understand your audience, consider the platform you use, and perform A/B testing.

What are the 4Ps of copywriting?

The 4Ps of copywriting consist of picture, promise, proof, and push. This formula aims to drive sales by providing the target audience with enticing visuals, promising outcomes, supportive proofs, and compelling call-to-actions.

What are the 4Cs of copywriting?

Unlike other formulas, the 4Cs of copywriting provides a checklist to ensure that a copy is written in a clear, concise, compelling, and credible manner. As a result, the audience can better understand the key message and take the desired action.

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About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

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Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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