By Published On: February 8th, 202413.9 min read
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Let’s talk about the arcane science of copywriting frameworks. In a world drowning in the same regurgitated marketing advice, one begins to feel like standing out by doing what everyone else is… counterintuitive?

Here’s a thought: maybe, just maybe, it’s all a bunch of bull. Every day, we’re bombarded with content that has the nutritional value of air—fluffy, ubiquitous, and utterly forgettable.

But amid this cacophony of clichés and worn-out wisdom, there lies a weapon so potent, so under-appreciated, that its mastery could mean the difference between your message being an ignored whisper or a viral shout: copywriting frameworks.

Read at least a little more.

Before you roll your eyes and click away to the next listicle promising “10 Surefire Ways to Make Your Content Pop” (spoiler alert: number seven will not shock you), hear me out.

This isn’t about slapping together a couple of persuasive sentences and calling it a day. Nor is it about manipulating psychology to trick people into buying things they don’t need. No, it’s about something far more powerful and significantly less sleazy.

It’s about understanding the skeletal structure of communication that connects, convinces, and converts. It’s about transforming the mundane into the magnificent, not through the alchemy of empty adjectives, but by wielding the scalpel of strategic structure with surgical precision.

In the following sections, we’re going to dissect, discuss, and demystify the copywriting frameworks that can elevate your marketing from background noise to front-and-center fascination.

Specifically, we’ll dive into:

  • The classic AIDA (Attention, Interest, Desire, Action) framework, showcasing how it has stood the test of time by continually evolving with the market’s pulse.
  • The PAS (Problem, Agitation, Solution) formula’s “punch-in-the-gut” effectiveness, illustrating its power to tap into deep emotional currents and drive action.
  • Real-world examples that:
    • Don’t just follow the rules but play with them, bending and sometimes breaking traditional boundaries.
    • Create messages that resonate on a personal level, stick in the memory, and ultimately compel the audience to take action.

So, if you’re tired of the same old song and dance, of formulas that feel more like straightjackets than springboards, stick around. Because this isn’t just about learning copywriting frameworks. It’s about reimagining them for a world that craves not just clarity, but authenticity; not just information, but connection. Let’s peel back the layers of the onion to reveal the core of what makes copy not just good, but unforgettable.

Let the Dissection Begin: Unveiling Copywriting Formulas

copywriting formulas on a page

AIDA: The Classic Never Dies

It’s easy to dismiss AIDA as your grandfather’s Oldsmobile—classic, but hardly cutting-edge. Yet, like a vintage car restored with a modern engine, AIDA’s framework remains incredibly potent when given a contemporary twist. Here’s how it breaks down:

  • Attention: Grabbing your audience by the lapels and saying, “Listen up!”
  • Interest: Keeping them hooked with something they haven’t heard a million times.
  • Desire: Making them feel like life’s incomplete without what you’re offering.
  • Action: Compelling them to do something about that incompleteness, stat.

But let’s not just rehash the basics. Through learning copywriting, we’ll explore how injecting a dose of unexpected honesty or a touch of humor can turn this age-old framework into a rebellious act of marketing genius.

PAS: More Than Just a Problem-Solver

If AIDA is the classic car, PAS is the muscle car—raw, powerful, and impossible to ignore. It taps into something primal:

  • Problem: Identify the thorn in your audience’s side—not just any thorn, but the one that’s been festering.
  • Agitation: Poke that thorn just enough to remind them how much it hurts, but with the finesse of a friend, not a foe.
  • Solution: Present your offer as the tweezers that will finally pull that thorn out, once and for all.

Through examples that defy expectations, we’ll show you how PAS can create a narrative so compelling, your audience can’t help but lean in.

Real-World Sorcery: Spells Cast in the Wild

Sorcerer casting spells

This isn’t Hogwarts, but the magic of well-applied copywriting frameworks is real. We’ll pull back the curtain on:

  • Campaigns that turned heads by breaking the mold, proving that when it comes to communication, sometimes the best path is the one least expected.
  • Social media posts that went viral not because they played the game, but because they changed it, offering lessons in authenticity over algorithm-chasing.

Why Copywriting Frameworks Matter

In a digital age where attention is the currency of the realm, being just another voice in the choir won’t cut it. You need to be the solo act that makes people stop and listen. By the end of this guide, you won’t just understand copywriting frameworks; you’ll be ready to wield them like a maestro, conducting a symphony of words that moves people to action.

So, buckle up. We’re about to take a deep dive into the heart of what makes content not just seen, but remembered. Not just remembered, but acted upon. Because in the end, the true measure of our words isn’t just in the traffic they generate, but in the impact they leave behind.

The Art of Blog Copywriting Frameworks

Navigating the Blogging Battlefield With Copywriting Frameworks

In the digital jungle where blogs are the trees, standing out means more than just planting your flag; it’s about carving your initials so deep that they become part of the landscape. Blog copywriting isn’t just about filling space or keyword stuffing until Google notices you. It’s about crafting tales that stick, insights that resonate, and truths that hit home—hard.

The Manson Method: Raw Truths and Rugged Tales

Mark Manson doesn’t just write; he flays open his experiences and lays them bare for the world to see. The result? A connection that’s as real as the screen you’re staring at. Here’s how you can apply his method to your blog:

  • Be Brutally Honest: Your blog isn’t a press release. It’s a confessional booth. Share your failures, fears, and fumbles. It’s about turning your scars into stories that scream authenticity.
  • Universal Truths Through Personal Lenses: Start with what you know, then broaden the scope. Your fight with procrastination? It’s a battle cry against the tyranny of the urgent over the important. Your struggle to stay fit? It’s a saga about the human condition and the quest for self-improvement.
  • Engage with Uncomfortable Truths: The most memorable blogs are those that dare to delve into the messy, the complicated, the uncomfortable. Like Palahniuk’s narratives, they don’t shy away from the dark corners of human experience. They light a match and invite the reader to look closer.

Practical Magic: Copywriting Formulas as Your Wand

Turning a blog post into a mini-epic that captures hearts, minds, and eyeballs requires more than just raw emotion and naked truths. Here’s where our trusty frameworks come back into play, tailored for the blogging stage:

  • AIDA in the Blogosphere: Capture Attention with a headline that promises a journey. Spark Interest with a story that starts with a bang. Kindle Desire by weaving in the universal truths that resonate. Prompt Action with a closing that doesn’t just conclude but compels.
  • PAS for the Personal Touch: Highlight a Problem that’s relatable, Agitate by diving deep into why it matters, and offer a Solution that’s both insightful and actionable. Make your reader feel seen, understood, and ready to take on the world.

The Unspoken Rule of Blogging

Unspoken rule of copywriting formulas

Here’s the kicker: the best blogs feel like a conversation, not a monologue. They’re a two-way street where comments, shares, and likes are the currency of engagement. Invite your readers in, ask them for their war stories, their victories, their defeats. Make your blog not just a platform, but a community.

The Bottom Line: Copywriting Formulas Work

Blogging is an art form that demands more than just skillful writing; it requires heart, guts, and a willingness to bear your soul. Using Manson’s approach of blending personal anecdotes with universal truths, coupled with strategic application of copywriting frameworks, can turn your blog from a whisper in the wind to a thunderclap that echoes across the digital landscape.

So, write not just to be read, but to resonate. Not just to inform, but to transform. Because at the end of the day, the blogs that leave a mark are those that dared to be more than just words on a page—they became a mirror reflecting the shared truths of our collective journey.

Copywriting Scripts for the Unscripted

The Paradox of Scripted Authenticity

In a world obsessed with authenticity, the idea of a “script” sounds like a dirty word. After all, how can you script spontaneity? How do you write down realness? The answer is as paradoxical as the question: by understanding the rules so well, you know exactly when to break them. Video and podcast scripts thrive on the edge of this paradox, where the art of storytelling meets the science of engagement head-on.

Storytelling Over Formulas

Chuck Palahniuk once said, “The only way to find true happiness is to risk being completely cut open.” This applies as much to storytelling as it does to life. Authentic storytelling in videos and podcasts doesn’t hide behind the safety of formulas; it risks exposure, betting everything on the power of connection. Here’s how you can wield this power:

  • Ditch the Pitch: Your audience can smell a sales pitch a mile away. Instead, tell them a story they haven’t heard, show them a perspective they’ve never seen. Make them laugh, make them think, make them feel—they’ll remember how you made them feel long after they’ve forgotten what you were selling.
  • Embrace Vulnerability: Show the people behind the brand. Share your struggles, your behind-the-scenes. Let your audience see the journey, not just the polished end product. Vulnerability is magnetic; it draws people in and makes your message resonate on a human level.
  • Narrative Arcs: Every great story has a beginning, middle, and end. Start with a hook that grabs attention, build tension with a conflict or a challenge, and resolve with a satisfying conclusion. This classic structure is your best ally in crafting compelling scripts that stick.

Breaking the Rules: When No Script is the Best Script

Sometimes, the most memorable moments come from throwing the script out the window. Here are examples where unscripted authenticity led to viral success:

  • The Unplanned Moments: Think of the best bloopers or behind-the-scenes clips you’ve seen. Often, these unplanned moments capture more about a brand’s essence than any polished ad could. They’re real, relatable, and ridiculously shareable.
  • Live Interactions: Live streams that invite audience participation create dynamic, unscripted content. They can turn a simple Q&A into an unforgettable experience, building community and loyalty in the process.
  • Storytelling Without a Safety Net: Podcasts that feature real stories from real people, without a script dictating their every word, offer something raw and captivating. These narratives, with their ums, pauses, and sudden revelations, hold listeners like nothing else can.

Copywriting Principles of Persuasion

In the art and science of copywriting, the ability to persuade is akin to wielding a subtle form of magic. It’s not about flashy tricks or heavy-handed sales tactics. Instead, it’s about understanding the deep-seated psychological drivers that guide human behavior and decision-making. Robert Cialdini’s principles of persuasion offer a roadmap to crafting copy that resonates on a fundamental level. These technique can be used anywhere. Maybe you’re dealing with employee who wants to run the show and needs to be persuaded of reality. Here’s your weapon of choice. Let’s explore these principles and see how they can be seamlessly integrated into marketing formulas without crossing into the realm of manipulation.

  1. Reciprocity: People feel compelled to return favors. In copywriting, this means offering something of value upfront. Whether it’s useful content, a free trial, or helpful insights, giving first not only builds trust but creates a psychological obligation to reciprocate, making readers more receptive to your calls to action.
  2. Commitment and Consistency: Once people commit to something, they’re more likely to follow through to remain consistent with their self-image. Use this by encouraging small initial engagements, like signing up for a newsletter or downloading a guide. These small commitments pave the way for larger ones, such as making a purchase.
  3. Social Proof: We look to others to determine our own actions, especially when we’re uncertain. Incorporating testimonials, user reviews, and case studies into your copy can significantly boost its persuasiveness by showing that others have already benefited from what you’re offering.
  4. Authority: People respect authority and are more likely to be persuaded by someone who appears knowledgeable and credible. Enhance your copy by citing experts, including relevant research, and showcasing your own expertise and achievements.
  5. Liking: We’re more likely to be influenced by people we like. Crafting copy that’s personable, relatable, and reflective of your audience’s values and interests can increase likability and persuasion. Use a tone that resonates with your audience and share stories or insights that foster a connection.
  6. Scarcity: The perception of scarcity drives us to value things more highly and act quickly. Highlighting the exclusivity or limited availability of your offer can create urgency and prompt readers to take action before it’s too late.

Applying Principles Subtly in Marketing Formulas

Integrating Cialdini’s principles into your copywriting doesn’t have to feel forced or sleazy. It’s about weaving these psychological insights into the fabric of your message, enhancing the natural flow rather than disrupting it. Here’s how to do it subtly:

psychology of copywriting

  • Incorporate Reciprocity and Authority in your content by providing valuable insights and actionable advice, establishing yourself as a trusted expert who generously shares knowledge.
  • Leverage Commitment and Consistency by creating a narrative in your copy that aligns with your audience’s self-image and values, encouraging them to make small commitments that lead to bigger actions.
  • Utilize Social Proof and Liking by sharing stories of real people who have benefited from your offer, making sure these stories are relatable and highlight common challenges and triumphs.
  • Invoke Scarcity by clearly communicating the unique benefits of your offer and the potential loss of not taking action, without resorting to fear-mongering.

Each principle can enrich your copy, making it more engaging, relatable, and ultimately, persuasive. By applying these principles thoughtfully, you can elevate your copywriting, ensuring that it not only captures attention but also fosters a genuine connection and motivates action.

Conclusion: The Revolution Will Be Copywritten

As we’ve navigated the intricate dance of copywriting frameworks and the psychological underpinnings of persuasion, one thing becomes crystal clear: while the formulas and principles are your map, your unique voice and perspective are the compass. They guide you through the crowded marketplace, ensuring your message doesn’t just echo in the void but resonates deeply with those it’s meant to reach.

Now, armed with the knowledge of AIDA, PAS, and Cialdini’s principles, I encourage you—no, I challenge you—to experiment boldly. Play with these frameworks, bend them, break them if you must. But in all your creative explorations, never lose sight of the most potent tool in your arsenal: your authenticity. It’s your authenticity that will turn a standard piece of copy into a compelling narrative, transforming passive readers into engaged participants in your story.

A Call to Action for the Brave and Bold:

Dive headfirst into the art of copywriting with a spirit of experimentation and a commitment to authenticity. Use the frameworks not as rigid templates but as flexible guides. Infuse your copy with your unique voice, because in the end, that’s what sets you apart in a sea of sameness.

And remember, in a world where everyone is shouting, vying for attention, sometimes the most powerful message is the one delivered in a whisper—or a smirk. It’s the subtle nod in a crowded room that says, “I see you, and I know exactly what you need to hear.”

So, as you step forward from here, take with you the knowledge that the revolution in marketing, in connection, in persuasion, will not be televised. It won’t be shouted from the rooftops. No, the revolution will be copywritten, one authentic, compelling piece of content at a time.

Embrace these tools, but always let your true voice lead the way. Because when you speak from a place of genuine insight and connection, your audience will not only listen; they’ll follow. The revolution awaits, and it starts with your next word.

Kyle Rutten

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