| name | content-frameworks |
| description | Reference guide for copywriting frameworks, content structures, and persuasion models.
Use this skill when you need to understand which framework to use, get framework templates,
or refresh on copywriting principles. This is a knowledge resource that other skills reference.
|
| allowed-tools | ["Read","Write","Glob","Grep"] |
Content Frameworks Reference
QUICK REFERENCE — FRAMEWORK PICKER
| Framework | Best For | Structure |
|---|
| AIDA | Cold emails, awareness | Attention → Interest → Desire → Action |
| PAS | Pain-driven content | Problem → Agitate → Solution |
| BAB | Transformation stories | Before → After → Bridge |
| 4Ps | Persuasive copy | Promise → Picture → Proof → Push |
| PASTOR | Long-form sales | Problem → Amplify → Story → Transformation → Offer → Response |
| FAB | Product descriptions | Features → Advantages → Benefits |
| Hook-Story-Offer | Social media, webinars | Hook → Story → Offer |
This skill is READ-ONLY reference material. It does NOT generate content — other skills reference this.
Comprehensive guide to copywriting frameworks, content structures, and persuasion principles.
Primary Copywriting Frameworks
AIDA (Attention-Interest-Desire-Action)
Best for: Top-of-funnel content, awareness campaigns, cold emails
ATTENTION: Grab attention with a hook
↓
INTEREST: Build curiosity with relevant information
↓
DESIRE: Create emotional connection to the solution
↓
ACTION: Clear call-to-action
Example:
[ATTENTION]
"73% of marketers are wasting money on ads that don't convert."
[INTEREST]
"The problem isn't your budget. It's your targeting. Most businesses
spray and pray, hoping to hit someone interested."
[DESIRE]
"Imagine knowing exactly who your ideal customer is, where they spend
time, and what message will resonate. No more guessing. No more waste."
[ACTION]
"Download our free targeting guide and start running profitable ads this week."
PAS (Problem-Agitate-Solution)
Best for: Sales pages, emails, product pitches, landing pages
PROBLEM: Identify the pain point
↓
AGITATE: Amplify the consequences/frustration
↓
SOLUTION: Present your offering as the answer
Example:
[PROBLEM]
"Creating content takes forever. You spend hours writing, only to get
crickets when you post."
[AGITATE]
"Meanwhile, your competitors seem to pump out engaging content daily.
Every day you're invisible is a day they're winning customers who should
be yours."
[SOLUTION]
"Our Content System gives you a month of ready-to-post content in one
afternoon. Stop struggling. Start growing."
BAB (Before-After-Bridge)
Best for: Short-form content, social posts, ads, quick pitches
BEFORE: Current painful state
↓
AFTER: Desired future state
↓
BRIDGE: How to get there (your solution)
Example:
[BEFORE]
"Struggling to get replies to your cold emails?"
[AFTER]
"Imagine waking up to a full inbox of interested prospects."
[BRIDGE]
"Our Cold Email Template turns 'delete' into 'tell me more.' Get it free."
4Ps (Promise-Picture-Proof-Push)
Best for: Case studies, testimonials, bottom-of-funnel content
PROMISE: State the main benefit/result
↓
PICTURE: Paint a vivid outcome
↓
PROOF: Provide evidence/social proof
↓
PUSH: Drive to action
Example:
[PROMISE]
"Double your email open rates in 30 days."
[PICTURE]
"Imagine your next email getting 40%+ opens. Your audience eagerly
waiting for your name in their inbox. Your launches actually working."
[PROOF]
"Sarah did exactly this. She went from 12% to 43% open rates using
our Subject Line System. She's not alone—500+ marketers have seen
similar results."
[PUSH]
"Get the Subject Line System now and see results this week."
Hook-Story-Offer
Best for: Video scripts, long-form sales content, webinars
HOOK: Surprising/emotional opening that earns attention
↓
STORY: Build empathy, establish credibility, create connection
↓
OFFER: Present irresistible offer with clear CTA
Example:
[HOOK]
"I was $50,000 in debt and working 80-hour weeks. Then I discovered
something that changed everything."
[STORY]
"Three years ago, I was burning out running my agency. I was trading
time for money, missing family events, and barely breaking even...
[Continue story through transformation]"
[OFFER]
"I've put everything I learned into the Agency Escape Plan. For the
next 48 hours, get full access for just $497 (usually $997). This
includes..."
PASTOR (Problem-Amplify-Story-Transformation-Offer-Response)
Best for: Long-form sales pages, comprehensive pitches
PROBLEM: Identify their core problem
↓
AMPLIFY: Show the stakes and consequences
↓
STORY: Tell a relatable story
↓
TRANSFORMATION: Show the before/after
↓
OFFER: Present your solution
↓
RESPONSE: Clear CTA with urgency
FAB (Features-Advantages-Benefits)
Best for: Product descriptions, feature pages, comparison content
FEATURE: What it has/does (factual)
↓
ADVANTAGE: Why that matters (functional)
↓
BENEFIT: What they get (emotional)
Example:
[FEATURE]
"AI-powered subject line generator"
[ADVANTAGE]
"Creates 50 options in 10 seconds, tested against millions of emails"
[BENEFIT]
"Stop staring at a blank screen. Get scroll-stopping subjects instantly."
Framework Selection Guide
| Scenario | Recommended Framework |
|---|
| Cold email to stranger | AIDA or BAB |
| Sales page | PAS or PASTOR |
| Social media post | BAB or Hook-Story-Offer |
| Case study | 4Ps |
| Product landing page | PAS |
| Video ad script | Hook-Story-Offer |
| Feature announcement | FAB |
| Newsletter | AIDA |
| Testimonial content | 4Ps |
| Re-engagement email | BAB or PAS |
Funnel Stage Framework Mapping
AWARENESS (TOFU)
├── AIDA - Capture attention, create interest
└── BAB - Quick transformation preview
CONSIDERATION (MOFU)
├── PAS - Deepen problem awareness
├── FAB - Compare options, explain value
└── Story frameworks - Build connection
DECISION (BOFU)
├── 4Ps - Prove results, drive action
├── PASTOR - Comprehensive persuasion
└── Offer-focused - Close the deal
Supporting Frameworks
The Rule of Three
People remember things in threes:
- 3 benefits per product
- 3 bullet points per section
- 3 steps in a process
- 3 examples to prove a point
Example:
"Our system helps you:
• Save 10+ hours per week
• Generate 3x more leads
• Close deals 40% faster"
The Inverted Pyramid
Start with most important, then supporting details:
Most Important Point
↓
Key Supporting Details
↓
Background/Context
↓
Additional Information
Use for: News, announcements, email opens, executive summaries
The Curiosity Gap
Create tension between what they know and want to know:
"The one thing successful [people] never tell you about [topic]"
"Why [common advice] is actually hurting your [goal]"
"What [percentage] of [experts] understand that most don't"
The Open Loop
Start a story/idea, delay the resolution:
"I'm going to share the exact strategy that 10x'd my revenue...
but first, let me explain why everything else failed."
Use for: Keeping attention through long content
The Contrast Principle
Show the alternative to make your option more attractive:
"Most people [do ineffective thing]. The top 1% [do effective thing]."
"You could spend [high cost/time]. Or you could [better option]."
Headline Frameworks
Number Headlines
"[Number] Ways to [Achieve Result]"
"[Number] Mistakes [Killing/Hurting] Your [Goal]"
"[Number] Secrets of [Successful Group]"
How-To Headlines
"How to [Achieve Result] in [Timeframe]"
"How to [Achieve Result] Without [Pain Point]"
"How [Person] [Achieved Result]"
Question Headlines
"Are You Making These [Topic] Mistakes?"
"What If You Could [Desirable Outcome]?"
"Why Do [Successful People] Always [Do Thing]?"
Command Headlines
"Stop [Bad Thing]. Start [Good Thing]."
"[Do This] Before [Deadline/Consequence]"
"Never [Bad Action] Again"
CTA Frameworks
The Direct CTA
[Action Verb] + [Benefit/Object]
"Get Instant Access"
"Start Your Free Trial"
"Download the Guide"
The Benefit CTA
[Action] + [Outcome]
"Start Growing Today"
"Claim Your Results"
"Unlock Your Potential"
The Urgency CTA
[Action] + [Time Element]
"Get Started Now"
"Claim Your Spot Today"
"Join Before Doors Close"
The Risk-Reversal CTA
[Action] + [Safety Net]
"Try Free for 30 Days"
"Start Risk-Free"
"Get Started - Cancel Anytime"
Persuasion Principles (Cialdini)
1. Reciprocity
Give value first, ask later.
Use: Free content, samples, tools before pitch
2. Commitment/Consistency
Small yes leads to big yes.
Use: Micro-commitments, surveys, small actions first
3. Social Proof
People follow others like them.
Use: Testimonials, numbers, case studies
4. Authority
People trust experts.
Use: Credentials, media mentions, data
5. Liking
People buy from those they like.
Use: Relatability, storytelling, personality
6. Scarcity
Limited = valuable.
Use: Deadlines, limited spots, exclusivity
7. Unity
Belonging to same group.
Use: "Fellow [identity]," shared values
Email-Specific Frameworks
The Value Email
1. Hook/Pattern interrupt
2. One valuable insight/tip
3. How to apply it
4. Soft CTA (reply, engage)
The Story Email
1. Open with story hook
2. Tell the story (keep short)
3. Extract the lesson
4. Connect to offer/CTA
The Proof Email
1. Bold claim/result
2. Tell the case study
3. How they did it
4. How reader can too
5. CTA
Social Media Frameworks
The LinkedIn Post Framework
Line 1-3: Hook (must earn "see more")
[blank line]
Body: Value content
[blank line]
CTA: Question or action
[blank line]
Hashtags (3-5)
The Thread Framework
1/ Hook (bold claim or promise)
2/ Context (why this matters)
3-8/ Main points (one per post)
9/ Summary/Takeaway
10/ CTA + repost first tweet
The Carousel Framework
Slide 1: Hook headline
Slide 2: Problem/Context
Slides 3-8: One point per slide
Slide 9: Summary
Slide 10: CTA + Follow prompt
Framework Quick Reference
| Framework | Structure | Best For |
|---|
| AIDA | Attention→Interest→Desire→Action | Cold outreach, awareness |
| PAS | Problem→Agitate→Solution | Sales pages, pitch emails |
| BAB | Before→After→Bridge | Short content, social |
| 4Ps | Promise→Picture→Proof→Push | Case studies, testimonials |
| Hook-Story-Offer | Hook→Story→Offer | Videos, webinars, long-form |
| PASTOR | Problem→Amplify→Story→Transform→Offer→Response | Long sales pages |
| FAB | Feature→Advantage→Benefit | Product descriptions |
How to Use This Skill
This skill serves as a reference for other content skills. When creating content:
- Identify the goal - What action do you want?
- Know the audience - Where are they in awareness?
- Select framework - Match to situation
- Apply structure - Follow the framework
- Optimize - Add hooks, proof, and CTAs
Other skills will reference these frameworks automatically when creating content.
