thatrebeccarae Copywriting Frameworks
Framework-driven copy for ads, landing pages, emails, and sales pages.
Install
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/copywriting-frameworks ~/.claude/skills/
Framework Selection Guide
| Situation | Best Framework | Why |
|---|---|---|
| Short ad copy (social, search) | PAS or AIDA | Compact, hook-driven |
| Landing page hero | 4Ps or BAB | Benefit-focused, drives action |
| Email sequence | QUEST or PAS | Builds momentum across messages |
| Sales page (long-form) | StoryBrand or AIDA | Narrative structure for sustained attention |
| Product description | FAB | Feature-to-benefit translation |
| Cold outreach | BAB or PAS | Quick empathy, clear value |
| CTA buttons and microcopy | Action-Outcome | Specific, benefit-driven action |
Core Frameworks
AIDA — Attention, Interest, Desire, Action
A — ATTENTION: Hook with a bold claim, question, or surprising stat
I — INTEREST: Build curiosity with specifics and proof
D — DESIRE: Make them want the outcome (paint the after-state)
A — ACTION: Clear, specific CTA
Best for: Sales pages, long-form ads, email sequences, landing pages
Example (SaaS landing page):
[A] Your email campaigns are leaving $80K on the table every year.
[I] We analyzed 500 DTC brands and found that 73% are missing at least 3 critical
automated flows — each worth $2K-5K/month in recovered revenue.
[D] Imagine recapturing that revenue automatically, while you sleep. No extra
headcount, no complex setup. Just the flows your customers expect, running
24/7.
[A] Start your free 14-day trial — see your first recovered revenue in 48 hours.
PAS — Problem, Agitate, Solution
P — PROBLEM: Name the pain your audience feels
A — AGITATE: Make the pain vivid and urgent (what happens if they do nothing?)
S — SOLUTION: Present your offer as the relief
Best for: Short ads, social posts, cold emails, landing page headlines
Example (Google Ad):
[P] Wasting ad spend on unqualified clicks?
[A] Every month, the average account wastes 26% of budget on irrelevant search
terms — that is $2,600 per $10K spent, gone.
[S] Our Wasted Spend Audit finds and eliminates waste in 48 hours. Free for
first-time clients.
BAB — Before, After, Bridge
B — BEFORE: Describe their current painful state
A — AFTER: Paint the desirable future state
B — BRIDGE: Show how your product/service bridges the gap
Best for: Email sequences, testimonial-driven copy, case studies, cold outreach
Example (cold email):
[B] Right now, your team spends 10+ hours/week manually building reports
from 4 different analytics platforms.
[A] What if those reports generated themselves every Monday morning —
accurate, formatted, and ready for your exec meeting?
[B] That is exactly what [Product] does. Connect your data sources once,
and never build another manual report.
4Ps — Promise, Picture, Proof, Push
P — PROMISE: Make a bold, specific promise
P — PICTURE: Help them visualize the result
P — PROOF: Back it up with evidence
P — PUSH: Drive to action with urgency
Best for: Landing pages, webinar promotion, launch copy
QUEST — Qualify, Understand, Educate, Stimulate, Transition
Q — QUALIFY: Filter for the right audience ("If you are a...")
U — UNDERSTAND: Show you get their situation
E — EDUCATE: Teach something valuable
S — STIMULATE: Create desire through the education
T — TRANSITION: Bridge to your offer naturally
Best for: Email sequences, content marketing, webinar scripts
FAB — Features, Advantages, Benefits
F — FEATURE: What the product has/does
A — ADVANTAGE: Why that feature matters (vs alternatives)
B — BENEFIT: What it means for the customer (outcome/feeling)
Best for: Product descriptions, feature pages, comparison copy
Example:
[F] Automated email flows triggered by customer behavior
[A] Unlike batch campaigns, these reach customers at the exact right moment
[B] You recover abandoned carts and win back churned customers without lifting
a finger — adding $5-15K/month in passive revenue
StoryBrand (Donald Miller)
1. CHARACTER: The customer is the hero (not your brand)
2. PROBLEM: External (what they face), internal (how it feels), philosophical (why it is wrong)
3. GUIDE: Your brand as the wise guide (empathy + authority)
4. PLAN: Simple 3-step plan to follow
5. CALL TO ACTION: Direct ("Buy Now") and transitional ("Download Guide")
6. SUCCESS: What winning looks like
7. FAILURE: What happens if they do not act
Best for: Brand messaging, website copy, sales pages, brand narratives
Headline Formulas
| Formula | Template | Example |
|---|---|---|
| How-to | How to [Achieve X] Without [Pain Y] | How to 3x Email Revenue Without Hiring |
| Number | [N] Ways to [Achieve X] in [Timeframe] | 7 Ways to Cut Ad Waste in 30 Days |
| Question | Are You Making These [N] [Mistake] Mistakes? | Are You Making These 5 Checkout Mistakes? |
| Negative | Stop [Bad Thing] — Here Is What to Do Instead | Stop Sending Batch Emails — Here Is What to Do Instead |
| Social proof | How [Company] [Achieved Result] | How Glossier Grew 600% With Email Alone |
| Curiosity gap | The [Adjective] [Thing] Most [People] Overlook | The Simple Metric Most Marketers Overlook |
| Direct benefit | Get [Benefit] in [Timeframe] | Get Your First 1,000 Subscribers in 30 Days |
| Comparison | [X] vs [Y]: Which [Outcome]? | Klaviyo vs Mailchimp: Which Drives More Revenue? |
CTA Best Practices
CTA Text Formulas
| Pattern | Example | When |
|---|---|---|
| Action + Benefit | Start Saving Today | Primary conversion |
| Action + Timeframe | Get Results in 48 Hours | Urgency-driven |
| Action + Risk Reversal | Try Free for 14 Days | Reducing anxiety |
| First Person | Start My Free Trial | Ownership language |
| Specificity | See My Wasted Spend Report | Personalized |
CTA Anti-Patterns (Never Use)
- "Submit" — most hated CTA word
- "Click Here" — vague, inaccessible
- "Learn More" as primary CTA — too passive (OK as secondary)
- "Sign Up" without benefit context
- "Buy Now" without trust signals nearby
Integration with Other Skills
- cro-auditor — Apply frameworks to pages flagged by CRO audit
- seo-content-writer — SEO-optimized copy using these frameworks
- content-creator — Brand voice consistency when writing framework-driven copy
- email-composer — Email-specific applications of PAS, BAB, QUEST