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  • Writer's pictureErin Ratliff

The Top Copywriting Frameworks Every Marketer Should Know

Effective copywriting is an art that combines creativity with strategy to persuade, engage, and convert audiences. Great copy should engage, influence and persuade your reader to take the action that you want them to take. To achieve this, copywriters often rely on proven frameworks that guide their writing and ensure their messages hit the mark.

In this post I'll share some of the top copywriting frameworks that can help you craft compelling content 10x easier. These can amplify your marketing and communications materials, from your social posts, ads, and emails to your landing pages, case studies or testimonials.

Why Frameworks Work

Effective copy doesn't need to be complicated or innovative or "unique". FRAMEWORKS are proven to be effective copywriting strategy because they provide...

1. Clear Structure and Logical Organization: helping guide the reader through your message smoothly, increasing the likelihood of engagement and conversion.

2. Streamlined Efficiency: proving a proven blueprint to follow, which saves time and effort

3. Consistency: messaging consistency is crucial for building brand identity and trust, ensuring that your audience receives a unified message across different platforms and touchpoints.

4. Key Elements for Persuasion: grabbing attention in the beginning, generating interest with informative body content, creating desire, and prompting compelling calls to action to maximize the impact of your copy.

5. Proven Effectiveness: leveraging time-tested established strategies that are known to resonate with audiences, based on psychological principles that drive consumer habits and action

Copywriting frameworks work because they are similar to STORYTELLING. Both methods of communication:

  • provide a structured approach to engage the audience

  • convey a clear, memorable and impactful message

  • evoke emotions that drive action.

  • follow a narrative arc with a beginning, middle, and end

  • rely on understanding the audience's needs and desires to create a connection

  • tell the story of how someone will, could, or did overcome a problem.

Telling the Story: Where to Begin

STEP 1. Understand Your Prospect: Start by thoroughly understanding your target audience so that you can tailor your message to their specific needs and desires. Research their demographics, preferences, pain points, and motivations.

STEP 2. Define Your Objective: Clearly define what you want to achieve with your copy, which will guide the framework you choose and how to apply it. Are you aiming to drive sales, generate leads, build brand awareness, or engage your audience?

STEP 3. Identify Your Unique Selling Proposition (USP): Determine what sets your product, service, or message apart from the competition. This is the core of your persuasive strategy and should be highlighted in your copy.

STEP 4. Gather Relevant Information: Collect all necessary and relevant information about your product or service so that you can craft compelling and credible copy. This includes features, benefits, testimonials, case studies, and any other supporting data.

STEP 5. Choose the Right Framework:  Different frameworks serve different purposes, so choose one that aligns with your goals, objective, audience, and USP.

STEP 6. Create a Draft: Start drafting your copy using the chosen framework. Focus on filling in each section of the framework with relevant and persuasive content. Don’t worry about perfection at this stage; the goal is to get your ideas down.

STEP 7. Review and Refine: After drafting, review your copy critically to enhance clarity and impact. Ensure that it flows logically, maintains consistency, and effectively addresses your audience’s needs and desires.

STEP 8. Test and Optimize: Finally, test your copy to see how it performs.Optimization is key to improving your copy’s effectiveness over time. Gather feedback, analyze results, and make necessary adjustments.

Proven Copywriting Frameworks

Copywriting is more of a science than an art, so stick to what is already proven to work rather than trying to reinvent the wheel. The brilliance of these framework is in their simplicity, but remember simple doesn't always mean easy.

5 W's

  • Who (target)

  • What (pain/problem)

  • Why (benefit)

  • Where (offer)

  • When (CTA)

Example: "Are you a busy professional struggling to find time for meal prep? (who)

Introducing FreshFeast, a meal delivery service that brings chef-prepared, nutritious meals right to your doorstep. (what) With FreshFeast, you save time, eat better, and can focus on what truly matters to you. Our meals are crafted by top chefs using only the finest ingredients, ensuring you get the nutrition you need without sacrificing taste. (why) FreshFeast serves customers nationwide, ensuring that wherever you are, you can enjoy healthy, delicious meals without the hassle. (where) Order by midnight, and have your meals delivered fresh the very next day. (when)

The Rule of Threes

The Rule of Three is perhaps the most practical rule in all of writing. People are proven to better understand concepts, situations, stories and ideas in groups of three because it let's you shape the narrative and message through patterns and connections.

Pay attention to good writing and you see threes everywhere.

Organize your writing, story or newsletters etc into three sections or a three-part structure.

For instance, look at the most common storytelling structures:

• 3 Act Structure

• Promise, Progress, and Payoff

• The Hero’s Journey – Separation, Initiation, and Return

Alternatively you can use using three individual words together to convey one idea:


• “Reduce, Reuse, Recycle.”

• “Friends, Romans, Countrymen.”

• “Of the people, by the people, for the people.”


This is one of the oldest and most popular copywriting frameworks, designed to guide the reader through a linear process from awareness to action.

  1. Attention: Grab the reader’s attention with a strong headline or opening sentence.

  2. Interest: Maintain their interest with engaging and relevant information.

  3. Desire: Build desire by highlighting benefits and emotional triggers.

  4. Action: Conclude with a clear call to action.

Example: "Discover the secret to flawless skin (Attention). Our revolutionary skincare formula has been praised by dermatologists worldwide (Interest). Imagine waking up every day to smooth, radiant skin (Desire). Try it today and get 20% off your first purchase (Action)."


This framework is powerful for addressing the reader’s pain points and offering a solution.It effectively addresses the problem, amplifies its significance, provides a solution through a story, shows the transformation, makes an offer, and calls the reader to action.

  • Problem/Pain: What problem or pain point is your audience is facing? Meet people where they're at with their current challenges...

  • Amplify/Agitation: What are the consequences of not addressing it? Show them you understand the struggle...

  • Story/Solution: How can you solve these problems or pain points? Explain to them how much better life could be...

  • Transformation/Testimonials - How exactly will it change their life? Who has it helped already? Tempt them with the big outcome...

  • Objection/Offer- What is holding them back? Bust their myths and concerns. What exactly will they get for their money? Answer all the questions that pop up in their head and Prove it works with social proof...

  • Response - What do you want them to do? CTA. walk them to the checkout.

Example: "Are you tired of waking up with back pain every morning, making it hard to get through the day? (Problem) Ignoring your back pain can lead to chronic discomfort and more severe health issues, affecting your productivity and overall quality of life. (Amplify/Agitate) Meet Sarah, a busy professional who suffered from constant back pain. After trying various solutions, she discovered the Orthopedic Support Mattress. Within weeks, her pain diminished, and she woke up feeling refreshed and ready to tackle her day.(Story/Solution) Just like Sarah, you can experience a significant transformation. Imagine waking up pain-free, full of energy, and ready to take on the day. Hundreds of satisfied customers have shared their success stories, praising the mattress for its comfort and support. (Transformation/Testimony). You might be thinking, "I've tried so many mattresses before, why would this one be any different?" We understand your skepticism, which is why we offer a 100-night risk-free trial. If you're not completely satisfied, return it for a full refund. For a limited time, you can purchase the Orthopedic Support Mattress at a 20% discount. Plus, enjoy a 100-night risk-free trial to ensure it’s the perfect fit for you. (Offer/Objection) Don’t let back pain control your life any longer. Take action today and invest in your health and well-being. Click the link to order your Orthopedic Support Mattress now and start your journey to a pain-free life! (Response)"


With this framework, copywriters can craft content that effectively engages the audience, provides value, and drives them towards taking the desired action.

  1. Qualify: Start by identifying and addressing your target audience. This step involves understanding who your readers are, what their needs and pain points are, and ensuring that your message is relevant to them.

  2. Understand: Demonstrate empathy by showing that you understand the challenges or problems your audience is facing. This helps build a connection and trust, making your audience feel seen and heard.

  3. Educate: Provide valuable information or insights that can help solve the audience’s problems. This can include sharing knowledge, offering tips, or explaining how your product or service can meet their needs.

  4. Stimulate: Create a sense of urgency or motivation to encourage your audience to take action. This can be done by highlighting the benefits of acting now or the consequences of inaction.

  5. Transition: Guide your audience towards the desired action, whether it’s making a purchase, signing up for a newsletter, or any other call to action. Make it clear, simple, and easy for them to follow through.

Example: "Are you a small business owner struggling to keep up with your social media marketing? (Qualify) We know that managing social media can be overwhelming, especially when you’re trying to run your business at the same time. (Understand) Our all-in-one social media management tool simplifies your workflow, allowing you to schedule posts, track analytics, and engage with your audience from one easy-to-use platform. (Educate) Don’t let your social media presence fall behind. With our tool, you can save time and stay ahead of the competition. Plus, for a limited time, enjoy a 30-day free trial and see the difference for yourself. (Stimulate) Sign up today and transform your social media strategy. Click the link below to get started! (Transition)"


By using this framework, copywriters can create a clear, engaging, and persuasive narrative that effectively communicates the value and impact of their product, service, or idea

  1. Situation: Set the stage by describing the context or the background of the story. This could be a problem that needs solving, an opportunity to be seized, or a specific scenario that sets the narrative.

  2. Task: Define the specific task or challenge that needed to be addressed. This part explains what needed to be done to address the situation. It sets the expectations and the objectives.

  3. Action: Detail the actions taken to complete the task or solve the problem. This part should describe the steps, strategies, and efforts made to achieve the desired outcome. It highlights the approach and the execution.

  4. Result: Conclude with the results achieved from the actions taken. This should include tangible outcomes, benefits, or improvements that resulted from the efforts. It demonstrates the impact and success of the actions.

Example: "You've been feeling overwhelmed with managing multiple projects at work. (Situation). You need a tool that can streamline your workflow and boost productivity. (Task)

Our project management software offers an intuitive interface, real-time collaboration, and powerful analytics to keep you on track. (Action) Companies using our software have seen a 30% increase in efficiency and a significant reduction in project turnaround times. Try it now and experience the transformation in your productivity. (Result)"


This framework focuses on clearly distinguishing the features, advantages, and benefits of your product or service.

  1. Features: What the product or service has.

  2. Advantages: What the features do.

  3. Benefits: Why it matters to the customer.

Example: "Our new smartphone has a 48MP camera (Feature). It captures stunning, high-resolution photos (Advantage), so you can cherish every memory in vivid detail (Benefit)."

Before-After- Bridge

Show the reader how their life or situation can be improved by using the product or service. Use a bridge to connect the two to bring a desired change.

Example: "Struggling with constant back pain from hours spent at your desk? (Before) Imagine working pain-free, with improved posture and comfort. (After) Our ergonomic office chairs are designed to support your back and promote a healthy sitting position. With adjustable features and superior lumbar support, you can say goodbye to back pain and hello to a more productive workday. Invest in your health and comfort today with our top-rated office chairs. (Bridge)"


The StoryBrand framework is a marketing and messaging methodology developed by Donald Miller that helps businesses clarify their message and create a compelling brand story. It leverages the power of storytelling to create clear, customer-focused messaging that drives engagement and conversion. The framework creates a narrative that positions their customer as the hero and their brand as the essential guide, ultimately leading to a stronger connection with the audience and increased sales.

  1. Character: Identify the main character, which is the customer, and understand their desires.

  2. Problem: Define the problems or challenges the customer faces.

  3. Guide: Position the brand as the guide that has the expertise to help the customer.

  4. Plan: Present a clear plan that helps the customer overcome their problem.

  5. Call to Action: Issue a direct call to action that encourages the customer to take the next step.

  6. Avoid Failure: Highlight the negative consequences of not taking action.

  7. Success: Paint a picture of the positive outcomes and transformation the customer will experience by choosing the brand.

Example: "You, a small business owner looking to increase your online presence. (Character). Navigating the complexities of digital marketing feels overwhelming and time-consuming. (Problem) Our digital marketing agency has a proven track record of helping businesses like yours succeed online. (Guide) We offer a three-step plan: audit your current online presence, develop a customized strategy, and implement targeted campaigns. (Plan)

Schedule a free consultation with us today. (Call to Action) Don't let your business get lost in the digital noise. (Avoid Failure) Experience increased traffic, higher engagement, and more sales with our expert guidance. Let us help you shine online and achieve your business goals. (Success)"

The 4Ps

This framework helps structure your copy to build trust and motivate action.

  1. Promise: Make a compelling promise to your audience.

  2. Picture: Paint a picture of what life will be like if the promise is fulfilled.

  3. Proof: Provide evidence that you can deliver on your promise.

  4. Push: Encourage the reader to take action.

Example: "Achieve your dream body in just 12 weeks (Promise). Imagine feeling confident and energetic every day (Picture). Thousands of satisfied clients have transformed their lives with our program (Proof). Sign up now and start your journey to a healthier you (Push)."

Final Reminders

Always ensure your copy is well-rounded and effective by focusing on these five principles.

  • Clear: Ensure your message is easy to understand.

  • Concise: Keep your copy brief and to the point.

  • Compelling: Use persuasive language to engage your audience.

  • Credible: Build trust with facts, testimonials, and evidence.

  • Consistent: Maintain a consistent tone and message throughout.

Example: "Join our weight loss program (Clear). Get results in just 30 days (Concise). Shed pounds and boost your energy with our proven plan (Compelling). Backed by top nutritionists (Credible). Start today and transform your life (Consistent)."

Wrapping It Up

Mastering these copywriting frameworks can significantly enhance your ability to connect with your audience, convey your message effectively, and drive action. No matter what you're writing or working on incorporating these structures will help you create persuasive and impactful content that leads to sales, engagement and growth.

Need support with your copywriting? I'd love to help!


Erin Ratliff is a holistic business coach and organic growth & visibility consultant serving energy-sensitive, earth-loving, heart-led soul-preneurs, self-starters, and founders with the mission of personal and planetary healing.

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