Copywriting templates...
Nothing earth shattering here. Just documenting for reference.
P.A.S.(P.)
The most common copywriting framework.
- Problem: Identify a problem your audience has.
- Agitation: Make the problem more intense and visceral.
- Solution: Introduce your product/service as the solution.
- Proof: Provide evidence / examples that prove your solution works.
B.A.B.
Best for: Painting an aspirational story
- Before: Show your reader's current (bad) situation.
- After: Show how amazing their life could be.
- Bridge: Explain how your product bridges before to after.
4 P's
Best for: Evoking a vivid scene
- Promise: Make a bold promise about what your product does.
- Picture: Descriptive narrative to help them visualize their new, improved life.
- Proof: Back up your promise with evidence.
- Push: Reason to act now.
P.R.U.N.E.
Best for: Voice/visual sequences
- Point: Make your point in the first sentence.
- Reason: Back it up with a reason.
- Unveil: Present the evidence.
- Nail: Use an analogy to drive the point home.
- Exit: Close with CTA.
A.I.D.A.
Best for: Encouraging action
- Attention: Hook attention with bold headline, intriguing question, or unique fact.
- Interest: Add fuel to fire. Build interest with narrative.
- Desire: Amplify the desire. Paint a vivid picture.
- Action: Drive action with clear and compelling CTA.
P.A.S.T.O.R.
Best for: Business Development Email Campaigns
- Problem: Call out a problem they're facing today.
- Amplify: Emphasize consequences for not managing their problem.
- Solution: Introduce your solution to the problem.
- Testimony: Share testimonials and case studies to prove your solution works.
- Offer: Detail what they will get, exactly.
- Response: Clear CTA that shows next steps.
