While I don’t necessarily rely on frameworks, I believe they do have a place.
Especially for beginners who want to write their own copy but don’t know much about copywriting.
Using these frameworks allows you to tap into some of the key principles that drive successful copywriting.
Learn a few of these, and improve your writing by going out there.
Write.
Get some data.
Refine it through testing.
That’s what the best marketers do.
Without further ado let’s dig in. 👇
| Framework | Description |
|---|---|
| SPSS | Simplify message, personalise, showcase value, present solution. Effective at introducing brand to nurturing existing customers. |
| STCBS | Storytelling, inspire transformation, call to action, leverage social proof. Use it to engage and motivate audience to take action. |
| TAS | Address target audience’s pain points, agitate frustrations or challenges, provide clear solution. Used in email marketing campaigns focused on problem-solving. |
| TSM | Emphasise time-sensitive offers, showcase how product optimises space, highlight physical attributes and benefits of product. Works well for flash sales, limited-time promotions. |
| The 4 U’s | Create a sense of urgency, highlight unique aspects, communicate usefulness, provide ultra-specific details. Used in email marketing campaigns focused on limited-time offers, exclusive deals. |
| BAB | Address customer’s current situation, present desired future state, position product or service as bridge between the two. Used in email marketing campaigns showcasing transformational benefits and creating a sense of aspiration. |
| SSS | Grab attention with strong opening, captivating story, present product or service as solution to problem. Used in email marketing campaigns to engage audience, build emotional connection, and drive action. |
| AIDA | Capture attention with compelling headline, build interest by highlighting unique features or value proposition, create desire by showcasing benefits, provide clear call to action. Used in various email marketing campaigns to grab attention, generate interest, and drive conversions. |
| PAS | Clearly define problem audience is facing, agitate pain points or challenges, provide solution that resolves issues. Used in email marketing campaigns addressing specific pain points, presenting product or service as solution, and driving conversions. |
| FAB | Highlight features, advantages, and benefits of product or service. Effective in email marketing campaigns showcasing unique selling points of offering, highlighting advantages over competitors, and clearly communicating the benefits customers can expect. |
Remember, these frameworks can be adapted and combined to suit your specific goals.
Don’t make them into hard rules.
Use them as stepping stones to better copy.
Hence, each example in this giveaway is just that, a first draft.
I challenge you to try and make them better.
It’s a great exercise for improving your copywriting.
If you don’t have the time or interest to write your own copy, click here.
What it stands for:
- Simplify: Keep your message simple and easy to understand. Avoid jargon or complex terminology that might confuse or overwhelm your readers.
- Personalise: Make your email feel personal and relevant to your audience. Use customer segmentation and personalisation techniques to address their specific needs and pain points.
- Show: Use visuals, testimonials, case studies, or any other form of social proof to demonstrate the value and benefits of your product or service. This can help build credibility and trust with your readers.
- Solve: Clearly present the solution your product or service provides. Explain how it can address the customer’s pain points or fulfill their needs. Focus on the benefits and outcomes they can expect from choosing your offering.
SPSS Email Example:
Subject: Simplify your mornings with our personalised coffee subscription!
Hey [Customer’s Name],
We know how hectic mornings can get, but we’re here to help you simplify your routine while giving you a personalised coffee experience that’s just for you.
Here’s how we do it:
[Simplify] Our coffee subscription takes the hassle out of your mornings. Say goodbye to the hassle of running out of your favourite coffee and dealing with last-minute trips to the store. With our subscription service, you’ll receive freshly roasted coffee delivered right to your doorstep on a schedule that suits your needs.
[Personalise] We understand that everyone has different tastes when it comes to coffee. That’s why we’ve designed a quick quiz to help you discover your unique flavour profile. We’ll then curate a selection of premium coffees tailored specifically to your preferences. No more settling for generic blends that don’t excite your taste buds!
[Show] But don’t just take our word for it. Check out what our happy customers have to say:
“[Testimonial] Since subscribing to their coffee service, my mornings have become a joy. The flavours are exquisite, and I love the convenience of having it delivered to my door.”
Ready to start your day the right way? Click below to start your subscription now!
[Call to Action button: “Get Started”]
Best regards, [Your Name] [Your Company]
What it stands for:
- Story: Start your email with a captivating story that your audience can relate to. It could be about how your product or service has helped someone, or how it has made a difference in their life. Stories create an emotional connection and help engage your readers.
- Transformation: Highlight the positive transformation your product or service can bring to your customer’s life. Focus on the benefits and outcomes they can expect by using your offering. Paint a vivid picture of how their life will improve after purchasing from you.
- Call to Action: Make it clear what action you want your readers to take. Whether it’s making a purchase, signing up for a trial, or subscribing to a newsletter, use actionable language and make the call to action stand out.
- Benefits: Clearly communicate the specific benefits of your product or service. Explain how it solves the customer’s problem, enhances their life, or fulfils their desires. Focus on the unique selling points and advantages that differentiate you from competitors.
- Social Proof: Use social proof elements such as customer testimonials, ratings, reviews, or influencer endorsements to build credibility and trust. Show that others have benefited from your product or service, reinforcing the value proposition and increasing the customer’s confidence in their decision to purchase.
STCBS Email Example:
Subject: Bring out your natural glow.
Hi [Customer’s Name],
Everyone deserves to feel confident in their own skin. That’s why we want to share the inspiring journey of Sarah, one of our loyal customers who experienced a remarkable transformation after using our skincare products.
[STORY] Sarah had struggled with acne for years, which affected her self-esteem and confidence. She had tried countless products without seeing any significant results. But then she discovered our skincare line, and everything changed.
[TRANSFORMATION] After incorporating our products into her daily routine, Sarah’s skin underwent a remarkable transformation. Her acne began to fade, revealing a radiant complexion. Now, she can confidently step out into the world with a natural glow that turns heads wherever she goes.
[CALL TO ACTION] Are you ready to experience a similar transformation? Take the first step towards healthier, glowing skin by clicking the button below to explore our range of skincare products.
[Call to Action button: “Shop Now”]
[BENEFITS] Our skincare products are carefully formulated with natural ingredients that nourish and revitalise your skin.
From reducing blemishes to improving skin texture, our products deliver visible results. Say goodbye to dull, tired-looking skin and hello to a youthful, radiant appearance.
[SOCIAL PROOF] Don’t just take our word for it. Here’s what Sarah and other satisfied customers have to say:
[Testimonial] “I’ve tried countless skincare products, but none have worked as effectively as these. My skin has never looked better!”
Join the growing community of individuals who have experienced the transformative power of our skincare products. Shop now and unlock your skin’s true potential.
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Target: Figure out what your audience is struggling with and what they want. Then, craft your message to speak directly to their needs and desires.
- Agitate: Highlight and exaggerate the pain points or challenges your audience is facing. Make them feel like they need your product or service to solve their problems.
- Solve: Present your product or service as the solution to their problems. Clearly explain how it can address their pain points and provide the desired outcome they seek.
TAS Email Example:
Subject: Say goodbye to sleepless nights with our revolutionary mattress.
Hi [Customer’s Name],
Tired of restless nights and waking up feeling exhausted? We understand the struggle, and we have the perfect solution for you.
[TARGET] We know that quality sleep is essential for your overall well-being. Our research shows that a staggering number of people suffer from poor sleep due to uncomfortable mattresses that fail to provide proper support.
[AGITATE] Imagine tossing and turning, unable to find a comfortable position. Waking up with aches and pains, unable to start your day refreshed and energised. It’s time to put an end to sleepless nights and embrace a transformative sleep experience.
[SOLVE] Introducing our revolutionary mattress, engineered to provide unparalleled comfort and support. Our advanced memory foam technology contours to your body, relieving pressure points and ensuring a restful night’s sleep. Wake up feeling rejuvenated and ready to conquer the day ahead.
But don’t just take our word for it. Listen to what our satisfied customers have to say:.
[Testimonial] Ever since I started sleeping on their mattress, my nights have been incredibly restful. I no longer wake up with back pain, and I feel refreshed every morning.”
Say goodbye to restless nights and hello to the sleep you deserve. Experience the difference for yourself and transform your sleep quality.
[Call to Action button: “Shop Now”]
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Time: We understand the demands of your busy schedule. With our space-saving desk, you can set it up in seconds, saving valuable time and allowing you to focus on what truly matters.
- Space: Say goodbye to cluttered workspaces and limited room to breathe. Our innovative design maximises every inch, providing ample workspace while minimising the footprint. Transform any corner into a productive oasis.
- Matter: Focus on the tangible and material aspects of your offering, such as the physical features, quality, or unique characteristics that set it apart.
TSM Email Example:
Subject: Maximise your workspace with our space-saving desk solution.
Hi [Customer’s Name],
Time is precious, and so is the space in your home or office. That’s why we’ve created a game-changing desk solution that optimises both.
[TIME] We know that quality sleep is essential for your overall well-being. Our research shows that a staggering number of people suffer from poor sleep due to uncomfortable mattresses that fail to provide proper support.
[SPACE] Imagine tossing and turning, unable to find a comfortable position. Waking up with aches and pains, unable to start your day refreshed and energised. It’s time to put an end to sleepless nights and embrace a transformative sleep experience.
[Matter] Crafted from high-quality materials, our desk is built to withstand the demands of your work or study routine. Its sleek and modern design adds a touch of sophistication to any space. Plus, our integrated cable management system keeps your wires and cords organised for a clean and tidy workspace.
Create an efficient and inspiring work environment with our space-saving desk. But hurry, limited stock available!
[Call to Action button: “Shop Now”]
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Urgency: Create a sense of immediacy or time sensitivity by highlighting limited-time offers, flash sales, or exclusive deals that encourage your audience to act fast.
- Unique: Showcase what makes your product or service stand out from competitors and why it’s the best choice for your customers.
- Useful: Clearly communicate the practical benefits and value your offering provides. Explain how it solves a problem or fulfils a need, making your customer’s life easier, more convenient, or more enjoyable.
- Ultra-specific: Provide specific details, facts, or data about your product or service. The more precise and informative you are, the more credible and compelling your message becomes.
4 U’s Email Example:
Subject: Exclusive offer: Get your hands on…
Hi [Customer’s Name],
[URGENT] We have an exclusive offer that you don’t want to miss! For the next 24 hours only, we’re offering a special discount on our revolutionary kitchen gadget that will transform the way you cook.
[UNIQUE] Say goodbye to the hassle of chopping, slicing, and dicing. Our kitchen gadget features patented blade technology that effortlessly handles all your food preparation needs. It’s the only tool you’ll ever need in your kitchen, and you won’t find it anywhere else.
[USEFUL] Imagine the time and effort you’ll save in the kitchen with our gadget. From chopping vegetables to slicing fruits, it does it all in a fraction of the time. It’s a versatile companion that streamlines your cooking process and lets you focus on creating delicious meals for your loved ones.
[ULTRA SPECIFIC] Our kitchen gadget boasts a high-quality stainless steel blade, ergonomic handle for comfortable grip, and a compact design that fits perfectly in any kitchen drawer. With its precision cutting capabilities and dishwasher-safe convenience, it’s a must-have tool for every cooking enthusiast.
Don’t wait any longer to revolutionise your culinary experience. Take advantage of this exclusive offer and bring home the ultimate kitchen gadget today!
[Call to Action button: “Shop Now”]
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Before: Create a sense of immediacy or time sensitivity by highlighting limited-time offers, flash sales, or exclusive deals that encourage your audience to act fast.
- After: Showcase what makes your product or service stand out from competitors and why it’s the best choice for your customers.
- Bridge: Clearly communicate the practical benefits and value your offering provides. Explain how it solves a problem or fulfils a need, making your customer’s life easier, more convenient, or more enjoyable.
BAB Email Example:
Subject: Say goodbye to tangled cords and enjoy wireless freedom!
Hi [Customer’s Name],
[BEFORE] Are you tired of dealing with the hassle of tangled cords that seem to magically knot themselves overnight? Frustrated by the limitations of wired devices that keep you tethered to a single spot? We understand the struggle.
[AFTER] Imagine a world where you can enjoy the freedom of wireless connectivity. No more untangling cords or being bound to a specific location. Experience the convenience and flexibility you’ve been longing for.
[BRIDGE] Introducing our cutting-edge wireless device collection. From wireless earbuds to wireless charging pads, we have everything you need to untether yourself from the cords that hold you back. Our state-of-the-art technology seamlessly connects to your devices, delivering outstanding performance and freeing you from the constraints of traditional wired solutions.
It’s time to cut the cord and embrace a wireless lifestyle. Upgrade your listening experience with our range of wireless devices today!
[Call to Action button: “Shop Now”]
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Start: Begin your email with a captivating hook or attention-grabbing opening that piques the reader’s curiosity and compels them to keep reading. For example, you could start by painting a picture of a relatable scenario or asking a thought-provoking question.
- Story: Share a relatable or compelling story that resonates with your audience. The story should demonstrate a problem or challenge and create an emotional connection with the reader. For instance, you could tell a personal anecdote or share a customer success story that showcases the benefits of your product or service.
- Solution: Introduce your product or service as the solution to the problem presented in the story. Clearly explain how it addresses the challenge and offers a resolution. Use simple language and concrete examples to make your message more accessible and relatable to your audience.
Example SSS Framework:
Subject: Start creating memories with our stunning photo books.
Hi [Customer’s Name],
[START] Picture this – you’ve just returned from a breathtaking vacation, filled with unforgettable moments and awe-inspiring sights. Now, imagine capturing those memories in a beautifully crafted photo book that allows you to relive those cherished experiences.
[START] We understand the desire to preserve and share your most precious memories. One of our customers, Lisa, recently embarked on a once-in-a-lifetime journey to explore the wonders of nature. She captured stunning landscapes, candid moments, and the joy of exploration. But she wanted more than just digital snapshots stored on her phone. She longed for something tangible and enduring.
[SOLUTION] That’s where our photo books come in. Our high-quality, customisable photo books are designed to turn your digital memories into treasured keepsakes. You can choose from a variety of layouts, themes, and cover options to create a personalised masterpiece that perfectly encapsulates your adventures.
Whether it’s a family vacation, a special celebration, or a collection of your favourite moments, our photo books are the solution to preserving and sharing your memories in a meaningful way. With every turn of the page, you’ll be transported back to those cherished moments.
[Call to Action button: “Create Your Photo Book”]
Start creating your own legacy of memories today. Click the button above to start designing your personalised photo book!
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Attention: You want to hook the reader’s attention right away. Use a compelling headline or opening statement to grab their attention and pique their curiosity. This could be a provocative question, an interesting statistic, or attention-grabbing words that make them want to keep reading.
- Interest: Once you have their attention, build upon it by highlighting the unique features, benefits, or value proposition of your product or service. Use storytelling elements or captivating details to keep them engaged and interested.
- Desire: Create a sense of desire or aspiration within the reader by showcasing how your product or service can fulfill their needs, solve their problems, or enhance their life. Paint a picture of the positive outcomes or experiences they can expect.
- Action: Finally, make sure to provide a clear and compelling call to action. Clearly state what action you want the reader to take, whether it’s making a purchase, signing up for a newsletter, or exploring your website.
Example AIDA Email:
Subject: Discover the secret to a healthier lifestyle with our organic superfoods.
Hi [Customer’s Name],
[ATTENTION] Did you know that the key to a healthier and more energised life lies in the food you consume? We have a secret to share with you – our range of organic superfoods.
[INTEREST] Our organic superfoods are sourced from the finest farms, handpicked for their exceptional quality and nutritional value. Packed with vitamins, antioxidants, and essential nutrients, they provide a powerful boost to your overall well-being. Imagine nourishing your body with nature’s finest ingredients.
[DESIRE] Say goodbye to processed foods and artificial additives that leave you feeling sluggish and depleted. Experience the vibrant energy and vitality that comes from incorporating our organic superfoods into your daily routine. From nutrient-rich powders to antioxidant-packed snacks, our products are carefully crafted to support your journey towards a healthier lifestyle.
[ACTION] Ready to unlock the benefits of our organic superfoods? Take the first step towards a healthier you by exploring our wide selection of products. Click the button below to visit our website and start your journey to optimal wellness.
[Call to Action button: “Shop Now”]
Don’t settle for ordinary when you can nourish your body with extraordinary organic superfoods. Start your transformation today!
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Problem: You want to hook the reader’s attention right away. Use a compelling headline or opening statement to grab their attention and pique their curiosity. This could be a provocative question, an interesting statistic, or attention-grabbing words that make them want to keep reading.
- Agitate: Once you have their attention, build upon it by highlighting the unique features, benefits, or value proposition of your product or service. Use storytelling elements or captivating details to keep them engaged and interested.
- Solution: Create a sense of desire or aspiration within the reader by showcasing how your product or service can fulfill their needs, solve their problems, or enhance their life. Paint a picture of the positive outcomes or experiences they can expect.
PAS Email Example:
Subject: Tired of cluttered countertops? Discover the solution you’ve been waiting for!
Hi [Customer’s Name],
[PROBLEM] Is your kitchen countertop crowded with utensils, cutting boards, and other cooking essentials? It can be a daily struggle to find space to work, causing frustration and hindering your culinary creativity.
[AGITATE] Imagine trying to chop vegetables in a limited space, constantly shuffling items around, and feeling overwhelmed by the clutter. The chaos makes it difficult to prepare meals efficiently and steals the joy from your cooking experience.
[SOLUTION] We have the perfect solution to declutter your countertops and transform your cooking routine. Introducing our space-saving kitchen organiser, designed to streamline your workspace and make every meal preparation a breeze. With dedicated compartments for utensils, a built-in cutting board, and additional storage, it’s the ultimate kitchen tool to regain control of your countertop.
Say goodbye to the frustration of cluttered surfaces and rediscover the joy of cooking. Experience the difference our kitchen organiser can make in your daily culinary adventures.
[Call to Action button: “Shop Now”]
Take charge of your kitchen organization today! Click the button above to explore our space-saving kitchen organiser.
Best regards,
[Your Name]
[Your Company]
What it stands for:
- Features: You want to highlight the specific features and functionalities of your product or service. What does it do? How does it work? These are the things that make it unique and worth considering.
- Advantages: It’s important to explain the advantages or unique selling points of your offering. What sets it apart from competitors? What value does it provide to the customer?
- Benefits: Ultimately, you want to clearly communicate the benefits and outcomes that the customer will experience by using your product or service. How will it improve their life? What problems will it solve or needs will it fulfill?
FAB Framework Email:
Subject: Discover the power of our all-in-one smart home security system.
Hi [Customer’s Name],
[FAB] Our all-in-one smart home security system is packed with advanced features to provide comprehensive protection for your home. From real-time HD video monitoring to motion detection and mobile app control, our system offers cutting-edge technology at your fingertips.
[ADVANTAGES] What sets our smart home security system apart is its seamless integration and user-friendly interface. You can easily monitor your home from anywhere, receive instant notifications, and even control other smart devices, all from a single app. It’s a complete security solution that offers convenience and peace of mind.
[BENEFITS] With our smart home security system, you’ll experience unparalleled security and peace of mind. Rest easy knowing that your home is protected 24/7, with live video feeds and instant alerts on your smartphone. Our system not only deters potential intruders but also provides you with the ability to monitor your home and loved ones, even when you’re away. Enjoy the benefits of a secure and connected home environment.
Experience the power of our all-in-one smart home security system and take control of your home’s safety today.
[Call to Action button: “Shop Now”]
Best regards,
[Your Name]
[Your Company]
