Whether you’re crafting ads, emails, social media content, or sales collateral – your copywriting can mean the difference between driving conversions or being forgotten.

In this guide, I’m breaking down 7 copywriting frameworks that you can use to drive conversions. Each framework uses a unique perspective and structure that helps you connect your product to your audience and inspire them to take action.

Note: We’ll be selling our Super Tonic(it does it all) in each example.

PROBLEM
Address the problem that is plaguing your audience directly.

AMPLIFY
Amplify the problem and create urgency by showing the negative consequences.

SOLUTION
Tell the story of how your product/service solves the problem.

TESTIMONIAL
Show proof that your product/service works.

OFFER
Make your offer.

RESPONSE
Call your audience to take action.

BEFORE
Address the audiences current state with an existing problem.

AFTER
Show a world that exists without the problem.

BRIDGE
Position your product/service as the solution to the problem.

PROBLEM
Start by addressing the problem your audience is challenged with.

AGITATE
Show how the problem has far reaching negative effects.

SOLUTION
Position your product as the solution that resolves the problem and agitation.

PROMISE
Start with a clear brand or product promise that will be delivered to the audience.

PICTURE
Paint a picture of how your promise improves the audiences life.

PROVE
Show how your product/service promise has delivered results for others.

PUSH
Create a compelling call to action.

FEATURES
Start by highlighting the unique features of your product.

ADVANTAGES
Next, show how the features create advantages for the audience.

BENEFITS
Lastly, show how the features and advantages ultimately benefit the audience.

INTRODUCE THE MONSTER
Introduce the antagonist that stands between your audience and their goals.

AMPLIFY THE MONSTER
Show how formidable of a foe the monster is, making it almost unbeatable.

MYTHICAL WEAPON
Introduce your product/service as a mythical weapon that helps your audience in battle.

VICTORY
Show how your product aids the hero in defeating the monster.

CALL TO ACTION
Invite your audience to defeat their own monster.

STATUS QUO
Set the stage by introducing the current world our hero lives in.

INCITING INCIDENT
Introduce the challenge that kicks our heroes story into action.

RISING ACTION
Show how the hero struggles to overcome the challenge.

CLIMAX
Insert your product/service as the secret weapon used to overcome the challenge.

FALLING ACTION
Things start getting put back into place and even improving.

RESOLUTION
Our heroes life and the world are now dramatically improved.