Copywriting Framework Cheat Sheet to Get Through Writer’s Block (With AI Starters)

John Dwyer

Digital Strategist

August 4, 2025

I meet a lot of businesses that struggle with their copy. Everyone’s eyes light up when I share some frameworks. Here are my favourites:

What you’ll find below: Nine proven copywriting frameworks, ranked by current effectiveness and momentum. Each includes specific use cases, pros and cons, and ready-to-use AI prompts.

How to use this: Pick one framework that matches your current project. Don’t try to learn them all at once. Copy the AI prompt, fill in your details, and paste it into ChatGPT, Claude, or your preferred AI tool.

What to expect: These aren’t magic bullets, but they give you structure when you’re staring at a blank page. Most people see immediate improvement in their copy clarity and conversion rates.

Start with PAS, BAB, or AIDA if you’re new to this. They’re the most straightforward and work for almost everything.

Table of Contents

Tier 1: High Momentum Frameworks

Tier 2: Strong Performers

Tier 3: Specialized Applications

Utility Frameworks

PAS (Problem-Agitate-Solution)

PAS is experiencing the strongest momentum in 2024-2025 because it cuts straight to the emotional core. With 8-second attention spans, you need to grab people by their biggest pain point immediately.

Best Use Cases

  • Email marketing campaigns
  • Sales page openings
  • Facebook and Google ads
  • Health, finance, and personal development products
  • Product pages for problem-solving items

Pros

  • Creates instant emotional connection
  • Builds urgency naturally
  • Works brilliantly for problem-aware audiences
  • Proven track record across all digital channels

Cons

  • Can feel manipulative if overdone
  • Might trigger defensive responses
  • Not suitable for luxury or aspirational products
  • Risk of appearing too negative

Implementation

  1. Problem: Identify the specific challenge your audience faces using their exact language
  2. Agitate: Amplify the emotional consequences and costs of not solving this problem
  3. Solution: Present your product as the essential remedy that eliminates the pain

AI Prompt to Get Started

Write compelling copy using the PAS framework for [YOUR PRODUCT/SERVICE]. 

Product/Service: [DESCRIBE WHAT YOU'RE SELLING]
Target Audience: [WHO YOU'RE TARGETING]
Main Problem: [BIGGEST PAIN POINT YOUR AUDIENCE FACES]
Consequences: [WHAT HAPPENS IF THEY DON'T SOLVE IT]
Your Solution: [HOW YOUR PRODUCT SOLVES THE PROBLEM]

Structure the copy as:
1. Problem: Lead with their specific challenge (1-2 sentences)
2. Agitate: Show the costs of inaction (2-3 sentences)  
3. Solution: Present your product as the answer (2-3 sentences)

Keep it conversational with Grade 9 readability. Use UK English spelling (Australian). Make it concise and compelling. Avoid adverbs and passive voice.

BAB (Before-After-Bridge)

BAB works because it helps prospects visualise transformation. Instead of focusing on problems, it creates an aspirational pull toward a better future.

Best Use Cases

  • Landing pages for transformational products
  • Email sequences and nurture campaigns
  • Case studies and success stories
  • Video sales presentations
  • Service-based business marketing

Pros

  • Creates aspirational motivation
  • Shows clear value proposition
  • Builds emotional investment in outcomes
  • Focuses on customer transformation rather than product features

Cons

  • Requires deep audience understanding
  • May seem unrealistic if transformation is oversold
  • Less effective for maintenance or utility products
  • Needs compelling contrast between states

Implementation

  1. Before: Paint a vivid picture of their current frustrating situation using specific, relatable details
  2. After: Show a compelling vision of their improved life/business with concrete outcomes
  3. Bridge: Demonstrate how your product enables this transformation

AI Prompt to Get Started

Create compelling copy using the Before-After-Bridge framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Target Audience: [WHO YOU'RE TARGETING]
Current Frustration: [THEIR "BEFORE" STATE - BE SPECIFIC]
Desired Outcome: [THEIR "AFTER" STATE - BE SPECIFIC]
Your Role: [HOW YOUR PRODUCT BRIDGES THE GAP]

Structure the copy as:
1. Before: Current frustrating situation (2-3 sentences)
2. After: Ideal future state (2-3 sentences)
3. Bridge: How your product creates this transformation (2-3 sentences)

Use vivid, visual language that helps readers imagine both states. Keep it Grade 9 readability, UK English spelling (Australian), and focus on emotional transformation. Avoid adverbs and passive voice.

AIDA (Attention-Interest-Desire-Action)

AIDA remains the backbone of conversion-focused copy because it mirrors how people naturally make decisions. It’s not declining; it’s evolving to work with shorter attention spans.

Best Use Cases

  • Product landing pages
  • Sales emails and sequences
  • Social media advertisements
  • Homepage hero sections
  • Email subject lines

Pros

  • Time-tested with 120+ years of proven results
  • Works across all digital channels
  • Easy to learn and implement
  • Creates logical progression toward purchase

Cons

  • Can feel formulaic without creative execution
  • May rush prospects who need more nurturing
  • Desire phase often gets overlooked
  • Requires strong attention-grabbing opener

Implementation

  1. Attention: Create compelling headlines, unexpected statements, or bold promises that stop the scroll
  2. Interest: Provide unusual, counter-intuitive, or fresh information that engages their mind
  3. Desire: Engage emotions by showing benefits and transformation your product provides
  4. Action: Include clear, specific call-to-action telling them exactly what to do next

AI Prompt to Get Started

Write persuasive copy using the AIDA framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Target Audience: [WHO YOU'RE TARGETING] 
Key Benefit: [MAIN ADVANTAGE YOUR PRODUCT PROVIDES]
Unique Angle: [WHAT MAKES YOU DIFFERENT]
Desired Action: [WHAT YOU WANT THEM TO DO]

Structure the copy as:
1. Attention: Bold, benefit-driven headline (under 15 words)
2. Interest: Intriguing information or fresh perspective (3-4 sentences)
3. Desire: Emotional benefits and transformation (3-4 sentences)
4. Action: Clear, specific call-to-action (1-2 sentences)

Keep it punchy and scannable. Use Grade 9 readability, UK English spelling (Australian). Focus on benefits over features. Avoid adverbs and passive voice.

PASTOR (Problem-Amplify-Solution-Transformation-Offer-Response)

PASTOR works because it tells a complete story. It’s particularly powerful for high-ticket items where prospects need comprehensive persuasion.

Best Use Cases

  • Long-form sales pages
  • Email marketing sequences
  • Video sales presentations
  • Coaching and consulting services
  • High-ticket product launches

Pros

  • Builds trust through storytelling
  • Comprehensive persuasion sequence
  • Balances emotion and logic beautifully
  • Guides customer journey naturally

Cons

  • Can be lengthy for web applications
  • Requires strong testimonials and social proof
  • May overwhelm with too much information
  • Better suited for high-involvement purchases

Implementation

  1. Problem: Identify your specific audience and their core problem
  2. Amplify: Highlight the costs and consequences of not solving this problem
  3. Solution: Share a relevant case study or explain your systematic solution
  4. Transformation: Provide social proof and real transformation examples
  5. Offer: Detail exactly what you’re providing (focus 80% on transformation)
  6. Response: Clear call-to-action with specific next steps

AI Prompt to Get Started

Create comprehensive copy using the PASTOR framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Target Audience: [SPECIFIC AUDIENCE SEGMENT]
Core Problem: [THEIR MAIN CHALLENGE]
Consequences: [WHAT HAPPENS IF UNSOLVED]
Case Study/Example: [SUCCESS STORY OR METHODOLOGY]
Social Proof: [TESTIMONIALS OR RESULTS]
Your Offer: [EXACTLY WHAT THEY GET]
Next Step: [SPECIFIC ACTION TO TAKE]

Structure as:
1. Problem: Specific audience and their challenge (2-3 sentences)
2. Amplify: Costs of inaction (2-3 sentences)
3. Solution: Case study or approach (3-4 sentences)
4. Transformation: Social proof and examples (3-4 sentences)
5. Offer: What you provide (3-4 sentences)
6. Response: Clear next step (1-2 sentences)

Use storytelling language with Grade 9 readability, UK English spelling (Australian). Include specific details and outcomes. Avoid adverbs and passive voice.

QUEST (Qualify-Understand-Educate-Stimulate-Transition)

QUEST reduces objections by pre-qualifying prospects and building authority through education, making the eventual sales transition feel natural.

Best Use Cases

  • Educational content marketing
  • Multi-step email sequences
  • Consultation-based services
  • Complex product explanations
  • Professional service providers

Pros

  • Pre-qualifies prospects effectively
  • Builds authority through valuable education
  • Creates natural sales progression
  • Reduces objections before they arise

Cons

  • Requires deep market knowledge
  • Can be time-intensive to implement
  • May lose prospects wanting quick answers
  • Needs compelling educational content

Implementation

  1. Qualify: Use “ideal for” statements to attract the right audience
  2. Understand: Demonstrate awareness of their specific situation
  3. Educate: Teach them something valuable or offer new perspective
  4. Stimulate: Build excitement for a better way of doing things
  5. Transition: Smoothly introduce your product as the logical solution

AI Prompt to Get Started

Write educational copy using the QUEST framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Ideal Customer: [WHO THIS PERFECTLY SUITS]
Their Situation: [CURRENT CIRCUMSTANCES]
Educational Insight: [VALUABLE KNOWLEDGE TO SHARE]
Better Approach: [IMPROVED METHOD YOU TEACH]
Your Solution: [HOW YOUR PRODUCT DELIVERS THIS]

Structure as:
1. Qualify: "Perfect for..." statement (1-2 sentences)
2. Understand: Acknowledge situation (2-3 sentences)
3. Educate: Share valuable insight (4-5 sentences)
4. Stimulate: Present better way (2-3 sentences)
5. Transition: Introduce solution (2-3 sentences)

Use expert but approachable tone. Grade 9 readability, UK English spelling (Australian). Lead with education, not selling. Avoid adverbs and passive voice.

The 4 Ps (Picture-Promise-Proof-Push)

The 4 Ps create a complete persuasion sequence that addresses both emotional and logical buying factors whilst building credibility.

Best Use Cases

  • Product sales pages
  • Email marketing sequences
  • Landing pages for high-consideration purchases
  • Service provider websites
  • Software and technology products

Pros

  • Comprehensive persuasion sequence
  • Builds credibility through proof elements
  • Appeals to both emotion and logic
  • Flexible structure for different applications

Cons

  • Can become lengthy if not managed well
  • Requires strong proof elements to be effective
  • May feel aggressive with the “push” element
  • Needs careful balance between components

Implementation

  1. Picture: Create a vivid, relatable scenario your prospect can easily envision
  2. Promise: State the clear benefit or transformation you’ll deliver
  3. Proof: Provide testimonials, statistics, case studies, or demonstrations
  4. Push: Include compelling call-to-action with urgency or scarcity

AI Prompt to Get Started

Write compelling copy using the 4 Ps framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Target Scenario: [RELATABLE SITUATION FOR YOUR AUDIENCE]
Main Promise: [KEY BENEFIT YOU DELIVER]
Social Proof: [TESTIMONIALS, STATS, OR CASE STUDIES]
Urgency Element: [REASON TO ACT NOW]

Structure as:
1. Picture: Relatable scenario (2-3 sentences)
2. Promise: Clear benefit statement (1-2 sentences)
3. Proof: Evidence it works (3-4 sentences with specific examples)
4. Push: Compelling call-to-action (1-2 sentences)

Make it credible and trustworthy. Use Grade 9 readability, UK English spelling (Australian). Include specific proof points and outcomes. Avoid adverbs and passive voice.

BRAIN Framework (Belief-Reasons-Affect-Interest-Needs)

BRAIN acknowledges existing beliefs before trying to change them, making it perfect for skeptical audiences.

Best Use Cases

  • Sales pages for complex or high-ticket items
  • Overcoming objection-based copy
  • B2B persuasive content
  • Educational product marketing
  • Skeptical audience segments

Pros

  • Addresses mindset barriers effectively
  • Balances logic with emotion
  • Reduces resistance to new ideas
  • Builds credibility through reasoning

Cons

  • Complex to implement correctly
  • Requires understanding of audience beliefs
  • Can become overly intellectual
  • May slow down conversion process

Implementation

  1. Belief: Address their existing mindset and gently challenge or redirect
  2. Reasons: Provide logical, evidence-based arguments
  3. Affect: Engage emotional triggers and create feeling-based connection
  4. Interest: Use curiosity gaps and compelling information
  5. Needs: Address fundamental needs and desired outcomes

AI Prompt to Get Started

Write persuasive copy using the BRAIN framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Current Belief: [WHAT THEY CURRENTLY THINK]
New Perspective: [WHAT YOU WANT THEM TO BELIEVE]
Logical Evidence: [FACTS, DATA, OR REASONING]
Emotional Trigger: [FEELING YOU WANT TO CREATE]
Core Need: [FUNDAMENTAL DESIRE YOU ADDRESS]

Structure as:
1. Belief: Acknowledge current thinking (1-2 sentences)
2. Reasons: Present logical evidence (2-3 sentences)
3. Affect: Emotional connection (2-3 sentences)
4. Interest: Curiosity-building information (2-3 sentences)
5. Needs: Address fundamental desires (2-3 sentences)

Use respectful, intelligent tone. Grade 9 readability, UK English spelling (Australian). Balance logic with emotion. Avoid adverbs and passive voice.

Hero’s Journey Framework

The Hero’s Journey taps into archetypal storytelling patterns that resonate across cultures, making your customer the hero of their own transformation story.

Best Use Cases

  • Brand storytelling pages
  • Email nurture sequences
  • Video marketing content
  • Customer success stories
  • Complex transformation products

Pros

  • Emotionally engaging and memorable
  • Makes customer the hero, not your product
  • Creates investment in the outcome
  • Works across different cultures and backgrounds

Cons

  • Can be complex to implement well
  • May feel forced for simple products
  • Requires compelling transformation story
  • Takes more space than other frameworks

Implementation

  1. Ordinary World: Establish customer’s current normal state
  2. Call to Adventure: Present problem/opportunity disrupting status quo
  3. Meeting the Mentor: Position your brand as guide who can help
  4. Transformation: Show journey of change with your solution
  5. Return: Demonstrate new, improved state after using product

AI Prompt to Get Started

Write engaging copy using the Hero's Journey framework for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Hero (Customer): [YOUR TARGET CUSTOMER]
Normal World: [THEIR CURRENT STATE]
Disruption: [PROBLEM THAT APPEARS]
Your Role: [HOW YOU GUIDE THEM]
Transformation: [JOURNEY WITH YOUR PRODUCT]
New State: [THEIR IMPROVED LIFE]

Structure as:
1. Ordinary World: Current state (2-3 sentences)
2. Call to Adventure: Problem appears (1-2 sentences)
3. Meeting Mentor: You as guide (2-3 sentences)
4. Transformation: Journey together (3-4 sentences)
5. Return: New improved state (2-3 sentences)

Use narrative, story-like language. Grade 9 readability, UK English spelling (Australian). Make the customer the hero, not your product. Avoid adverbs and passive voice.

The 5 Ws and H (Who-What-When-Where-Why-How)

This journalistic framework ensures you cover all essential information prospects need to make informed decisions.

Best Use Cases

  • Event promotion pages
  • Product specification pages
  • Email announcements
  • FAQ sections
  • Comprehensive product descriptions

Pros

  • Ensures complete information coverage
  • Prevents important omissions
  • Logical information structure
  • Universal application across content types

Cons

  • Can feel mechanical without creativity
  • May create overly long copy
  • Doesn’t inherently persuade
  • Better for information than conversion

Implementation

  1. Who: Define your target audience clearly
  2. What: Explain exactly what you’re offering
  3. When: Specify timing, deadlines, or availability
  4. Where: Clarify location or platform details
  5. Why: Provide compelling reasons to care
  6. How: Explain the process or method

AI Prompt to Get Started

Write comprehensive copy using the 5 Ws and H framework for [YOUR PRODUCT/SERVICE/EVENT].

Product/Service: [WHAT YOU'RE PROMOTING]
Target Audience: [WHO IT'S FOR]
Timing: [WHEN IT HAPPENS/IS AVAILABLE]
Location/Platform: [WHERE IT TAKES PLACE]
Key Benefits: [WHY THEY SHOULD CARE]
Process: [HOW IT WORKS]

Structure to cover:
1. Who: Target audience (1-2 sentences)
2. What: Your offering (2-3 sentences)
3. When: Timing details (1-2 sentences)
4. Where: Location/platform (1-2 sentences)
5. Why: Compelling reasons (3-4 sentences)
6. How: Process explanation (2-3 sentences)

Make it informative yet engaging. Use Grade 9 readability, UK English spelling (Australian). Ensure no crucial information is missing. Avoid adverbs and passive voice.

TRUST Method (Transparency-Reliability-Understanding-Social Proof-Testability)

In an age of skepticism, TRUST directly addresses the credibility gap that stops many conversions.

Best Use Cases

  • New brand launches
  • High-trust industries (finance, health, legal)
  • Subscription services
  • High-ticket purchases
  • Skeptical audience segments

Pros

  • Builds credibility systematically
  • Addresses modern consumer skepticism
  • Reduces purchase anxiety
  • Creates foundation for long-term relationships

Cons

  • Takes time to establish fully
  • Requires genuine proof elements
  • May slow initial conversion process
  • Needs ongoing maintenance

Implementation

  1. Transparency: Open communication about products, pricing, and policies
  2. Reliability: Demonstrate consistent delivery and dependable service
  3. Understanding: Show deep comprehension of audience needs
  4. Social Proof: Provide third-party validation and testimonials
  5. Testability: Offer risk-free trials, guarantees, or samples

AI Prompt to Get Started

Create trust-building copy using the TRUST method for [YOUR PRODUCT/SERVICE].

Product/Service: [WHAT YOU'RE SELLING]
Transparency Element: [WHAT YOU'RE OPEN ABOUT]
Reliability Proof: [HOW YOU DELIVER CONSISTENTLY]
Audience Understanding: [HOW YOU KNOW THEIR NEEDS]
Social Proof: [TESTIMONIALS OR VALIDATION]
Risk Reduction: [GUARANTEE OR TRIAL OFFER]

Structure as:
1. Transparency: Open statement (2-3 sentences)
2. Reliability: Consistency proof (2-3 sentences)
3. Understanding: Audience awareness (2-3 sentences)
4. Social Proof: Third-party validation (2-3 sentences)
5. Testability: Risk-free offer (1-2 sentences)

Use honest, straightforward language. Grade 9 readability, UK English spelling (Australian). Focus on building genuine trust. Avoid adverbs and passive voice.

Quick Implementation Tips

Start Simple: Pick one framework that fits your current needs. Master it before moving to others.

Test Everything: What works for others might not work for your audience. A/B test different frameworks to find your winners.

Mobile First: Most people will read your copy on phones. Keep sentences short and scannable.

Know Your Audience: The best framework is the one that resonates with your specific prospects’ mindset and buying journey.

Combine Wisely: Advanced practitioners often blend frameworks. Start with one, then experiment with combinations.

The businesses I created this for left our meetings energised and equipped. They had structure, they had prompts, and most importantly, they had confidence.

Your product deserves copy that converts. These frameworks are your roadmap to making that happen.