Great writing makes millions.
OK writing makes nothing.
Here are 11 copywriting frameworks to help you sell your ideas:
Before – After – Bridge
How it works:
Identify the current problem. Imagine a world where the problem has been solved. Write the step by step for how to get to that solution.
Where it's most effective:
Product copy
Ex:
Problem – Agitate – Solve
How it works:
Identify a problem in your copy and show a clear understanding of the potential pain. Poke the wound a little more with emotional copy that elaborates on the pain. Offer your clear solution.
Where it's most effective:
Ads
Ex:
Features – Advantages – Benefits
How it works:
Open a sheet. In one column, write out product features. In the next, write out advantages for each feature. Lastly, write the benefits of the advantages. Use benefits as your copy.
Where it's most effective:
Landing pages
Ex:
The 4 C’s
How it works:
Ensure that your copy is...
Clear
Concise
Credible
Compelling
Where it's most effective:
In editing
Ex:
The 4 U’s
How it works:
Ensure that your copy is...
Useful
Urgent
Unique
Ultra Specific
Where it's most effective:
In editing
Ex:
AIDA
How it works:
Grab the user's attention first. Segue into an interesting fact or question. Pique their interest by making a connection to their desires. Invite them to action.
Where it's most effective:
Email and Sales
Ex:
5 Basic Objections
How it works:
Respond to these 5 objections...
1. I don’t have enough time
2. I don’t have enough money
3. It won’t work for me
4. I don’t believe you
5. I don’t need it
Where it's most effective:
Sales Pages
Ex:
Reader’s Digest Blueprint
How it works:
The magazine has a way of capturing attention. Articles must be...
- full of facts
- contain few adjectives
- arouse curiosity
- specific
Where it's most effective:
Long-form Content
Ex:
3 Reasons Why
How it works:
Your copy must answer the following 3 questions...
1. Why are you the best?
2. Why should I believe you?
3. Why should I buy right now?
Where it's most effective:
Competitive Copy
Ex:
Awareness – Comprehension – Conviction – Action
How it works:
Present the problem. Help them understand why that problem matters. Create a desire for them to fix the problem. Invite them to take action.
Where it's most effective:
Email and Sales
Ex:
So what?
How it works:
Whenever a claim is made in your copy, ask yourself: "So what?" Why does that matter? Write out your answers. Gold nuggets lie in your responses to that question.
Where it's most effective:
Everywhere
Ex:
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