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.
And yet in one year I've:
• Tweeted 11k times
• Built out 4 courses
• Written 30+ threads
• Recorded 75+ podcasts
How?
🧵 11 frameworks to come up with unlimited content ideas:
1. Content Matrix
Let's start with a powerful one. Mix and match across key inputs.
The process:
• Open a sheet
• 1 column for potential audiences
• 1 column for topics
• 1 column for medium
• 1 column for angles
• Cross-pollinate columns
• Pick ideas
2. Spontaneous Capture
Dedicate one app solely to capturing content ideas in the moment. I use Typefully for this.
The process:
• Capture the idea in your app
• Leave it alone for 12 hours
• Go back in and edit it
• Schedule for posting
This does not mean to be egotistical. Simply have opinions and be willing to share them and make tough decisions.
2. Sequels are hard to make
But they are easy to market. Whenever you think you should add on to something, think through it deeply. The chances of adding true value on top of a masterpiece are slim.
I studied 100s of mobile landing pages and found 21 golden tips.
Read to get more conversions:
Tip:
Make everything easily clickable
Explanation:
Reachability is a huge problem on mobile. If your items are all in the middle, or all too far to the left, it can be harder to click them. Make it easy to take action.
Explanation:
This is huge for eComm especially. If you have key info, display it above the fold. Don't make me scroll or guess to find out what I need.