Library · 12 frameworks
Copywriting frameworks
Frameworks are reusable skeletons — the sequence of moves that walks a reader from scroll to click. Pick the one that matches your reader's awareness, then fill the shape with your own language.
Want to see them in the wild? Read 20 real teardowns →
AIDA
4 stepsAttention · Interest · Desire · Action
The original direct-response skeleton.
Best for: Cold landing pages, paid ads, launch posts, sales emails to colder lists.
2 teardownsRead →PAS
3 stepsProblem · Agitate · Solution
The fastest path from pain to pitch.
Best for: Sales emails, founder posts, bottom-of-funnel ads, win-back sequences.
1 teardownRead →BAB
3 stepsBefore · After · Bridge
The cleanest case-study skeleton.
Best for: Case studies, testimonial threads, onboarding emails, transformation posts.
3 teardownsRead →FAB
3 stepsFeatures · Advantages · Benefits
The translator that turns specs into stakes.
Best for: Product pages, comparison pages, sales one-pagers, launch threads for feature-dense tools.
1 teardownRead →4 Ps
4 stepsPromise · Picture · Proof · Push
The direct-mail skeleton that still ships product.
Best for: Landing pages, book launches, cold outbound, high-ticket sales pages.
1 teardownRead →4 Us
4 stepsUseful · Urgent · Unique · Ultra-specific
The headline sharpener.
Best for: Headlines, subject lines, hero H1s, ad copy, thread openers.
1 teardownRead →QUEST
5 stepsQualify · Understand · Educate · Stimulate · Transition
The long-form direct-response arc.
Best for: Long-form sales pages, high-ticket coaching offers, deep webinars, cornerstone essays.
Definition + exampleRead →SB7
7 stepsStoryBrand — Hero, Problem, Guide, Plan, CTA, Failure, Success
The customer is the hero. You are the guide.
Best for: Homepages, brand narratives, service-business marketing sites, high-touch coaching pages.
3 teardownsRead →PADDS
5 stepsProblem · Agitate · Discredit · Deliver · Solve
PAS, upgraded for skeptical readers.
Best for: Post-launch retargeting, skeptical B2B buyers, categories crowded with prior failures.
2 teardownsRead →Grand Slam Offer
4 stepsDream Outcome · Perceived Likelihood · Time Delay · Effort & Sacrifice
Alex Hormozi's offer equation.
Best for: High-ticket coaching, agency offers, done-for-you services, launches where price is the objection.
3 teardownsRead →6+1
7 stepsContext · Attention · Desire · Gap · Solution · Call · +Credibility
Danny Iny's replacement for AIDA on long-form.
Best for: Long-form essays, cornerstone blog posts, webinar scripts, sales letters longer than 800 words.
1 teardownRead →VSL Loop
5 stepsHook · Story · Content · Offer · Close
The video sales letter stack.
Best for: Video sales letters, launch webinars, live workshops, evergreen paid-ad funnels.
2 teardownsRead →
How to choose a framework
Match the framework to the reader's awareness, not to your product.
- ColdReader doesn't know they have the problem yet — use AIDA or StoryBrand. Break the scroll, name the world, cast them as the hero.
- Problem-awareReader feels the pain but hasn't shopped solutions — use PAS or BAB. Name the pain in their words, then show the bridge.
- Solution-awareReader is comparing options — use FAB, 4 Ps, or PADDS (when they've been burned by a competitor).
- Most awareReader is ready to buy but price is the objection — use the Grand Slam Offer equation and a VSL Loop close.
Frequently asked
- Which copywriting framework should I pick first?
- Start with PAS if you're writing sales emails or bottom-of-funnel ads. Start with AIDA for cold landing pages. Use FAB when the reader already understands the category and you need to translate features into stakes.
- Are these frameworks the same thing as templates?
- No. A template is a fill-in-the-blank wording pattern. A framework is a structural skeleton — the sequence of moves the reader is walked through. Different templates can share the same framework, and the same framework works across languages and industries.
- Can I combine frameworks?
- Yes — most professional copy stacks them. A long sales page often opens with PAS (pain), transitions to StoryBrand (hero + guide), delivers proof through FAB, and closes with a Grand Slam Offer. The frameworks aren't rivals, they're building blocks.
- How do I extract a framework from a piece of copy I already like?
- Paste the copy into Get Text Formula. The analyzer identifies the underlying framework, labels each block, and produces a reusable template you can fill with your own message — without cloning the source.
Teardowns
See frameworks in real copy
20 reverse-engineered pieces — Apple, Nike, Stripe, Linear, Naval, Hormozi, Jobs — each tied to the framework it uses.
Read the teardowns →
Long-form guide
The complete copywriting frameworks guide
One essay that ties every framework in this library into a decision tree you can hand to a junior writer.
Read the guide →
Extract any framework from a text you already love
Paste a high-performing post into Get Text Formula and the analyzer surfaces its underlying skeleton — hook, tension, mechanism, payoff, CTA — so you can reuse the structure without copying the wording.