copywriting-frameworks

name	copywriting-frameworks
description	Framework-driven copywriting for ads, landing pages, emails, sales pages, and CTAs. Includes AIDA, PAS, BAB, 4Ps, StoryBrand, QUEST, FAB, and more. Use when writing conversion-focused copy, ad creative, headlines, email sequences, sales pages, or when the user mentions copywriting frameworks, persuasive writing, or direct response copy.
license	MIT
origin	custom
author	Rebecca Rae Barton
author_url	https://github.com/thatrebeccarae
metadata	{"version":"1.0.0","category":"content","domain":"copywriting","updated":"2026-03-18T00:00:00.000Z","tested":"2026-03-18T00:00:00.000Z","tested_with":"Claude Code v2.1"}

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