3 Copywriting Frameworks with Multiple Benefits
Using copywriting frameworks is far from lazy. They’re tried and tested ‘templates’ forged by industry leaders that your business can wield to persuade readers to become customers. Used in website copy, blogs and social media content (alongside writing services), join me as I explore three copywriting formulas (with examples) that actually work.
In this blog, I’ll describe what each copywriting formula’s acronym stands for and how it can enrich your marketing. I’ll then share examples tailored to the recruitment and hospitality industries.
Enjoy 7 Benefits of Copywriting Formulas
The benefits of the copywriting formulas mentioned in this article include:
Saving you time
Reducing writing fatigue
Boosting your confidence
Organising your thoughts
Providing structure to your writing
Encouraging you to think creatively
Conquering the fear of a blank page.
Sounds too good to be true, I hear you say? Let’s begin with PAS.
PAS
What does the PAS copywriting framework stand for?
The PAS copywriting framework stands for ‘Problem’, ‘Agitate’ and ‘Solution’ and is well established in marketing. You’ll start by discussing the target reader’s pain point or challenges before emphasising how this has (or could lead to) problems for them. You’ll then present the solution (aka your brand’s product or service) as the satifying icing on the cake.
Who could resist?
Why does it work?
Customers want to feel heard. They want to be understood and understand how to fix a problem they’re facing. Businesses that use the PAS copywriting framework present the answer they’ve been searching for, including where they can find it.
Recruitment agency example
Looking for skilled talent is easier said than done. You need to hire the right people to drive your business forward and avoid expensive mistakes. We can help you recruit high-quality admin personnel with considerable experience in your sector.
Hospitality example
No one wants to book the wrong accommodation with building works on your doorstep. The noise, mess and post-flight disappointment are real. That’s why we’ve visited our hospitality suppliers so you can relax before and during your well-earned holiday.
I think it’s one of the most popular copywriting frameworks invented and can be applied to numerous forms of content.
2. BAB
What does the BAB copywriting framework stand for?
The term BAB means ‘Before’, ‘After’ and ‘Bridge’. It traces the before-and-after transformational effects of your product or service, before tying these two sections together.
Why does it work?
BAB is an effective copywriting framework as it spells out the difference that your offer will make to readers’ lives. Bringing everything together in the third step, it reveals a tempting future that requires them to shop with your brand.
Recruitment agency example
Your company is becoming stagnant as your competitors soar. If only you could grow your team with minimal recruitment fees.
But it doesn’t have to be that way when you find a cost-effective recruitment partner. You’ll be able to grow your team faster and compete at the top level. Your employee overheads will be reduced, and you’ll be pleased knowing your finances haven’t had to suffer.
Grow sustainably with our low-fee recruitment services. Seize the day with a standard hire rate of £250 per candidate when you trust our qualified personnel.
Hospitality example
You know you deserve a city break with your family, but don’t fancy booking a cookie-cutter hotel? You’re seeking privacy to unwind, cook and laugh without disturbing other guests.
At XZY Family lets, you’ll visit somewhere new that feels like home. Imagine getting everyone together around a 10-foot dining table with premium skyline views.
Call us to speak to our expert bookings team about your next city trip. You’ll make lifelong memories together in characterful one-of-a-kind spaces.
This copywriting approach is recommended by Anyword for cold emails, given the tempting before-and-after scenarios it presents to readers.
3. AIDA
What does the AIDA copywriting framework stand for?
Another grandparent of the copywriting formulas family, along with PAS, this popular written structure is worshipped for crafting online ads, website sales pages and other advertising. It means ‘Attention’, ‘Interest’, ‘Desire’ and ‘Action’.
Why does it work?
Persuasive and easy to remember, this copywriting formula raises brand awareness and grips your readers’ attention with eye-catching statements. A writer can then pique their curiosity in your product (the interest section) before fuelling their desire and prompting them to take an action, such as signing up for an online demo.
Recruitment agency example
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Hospitality example
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Interestingly, the AIDA copywriting framework has been described as a hierarchical model that resembles a sales funnel.
Would You Use Copywriting Frameworks in Your Marketing?
I hope this guide has given you inspiration for your marketing (both online and in print). The best copywriting formulas can, with practice, help you nurture brand awareness, followers and leads.
And the really good news is … you can step off the treadmill of staring at a blank screen, having learnt three of the best copywriting frameworks out there.
Still looking to outsource your copy or content marketing tasks? I’d be happy to support your journey. Reach out at kate@sunflowercopywriting.co.uk for effective copy and content you don’t need to complete yourself.
