Copywriting Frameworks

By Aurelian Spodarec
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Copywriting frameworks are structured methods for creating persuasive messaging. They help you communicate a specific feeling, transfer an image into the reader’s mind, and guide them toward action.

Before starting any web design or marketing project, copy comes first. Words sell, while design makes those words stand out. In fact, design should be built around the words, since messaging is the main driver of high-converting landing pages, effective product communication, and even brand tonality.

Think of what Jordan Belfort (the “Wolf of Wall Street”) described as transferring certainty. Great copywriting does exactly that: it moves conviction, emotion, and confidence from you to your audience.

There are several well-known copywriting frameworks that make this process easier:

  • AIDA (Attention, Interest, Desire, Action)
  • PAS (Problem, Agitate, Solution)
  • PRESTO (Pain, Resonate, Educate, Simplify, Testify, Offer)
  • HOT (Who, How, What)

Each framework can be used individually or in combination, depending on your product, audience, and goals. For example, you might use PAS to highlight a customer’s pain, then switch to AIDA to build desire, and finally add PRESTO elements for trust and proof.

PRESTO Framework

Steps:

  • Pain: Identify the audience's struggles.
  • Resonate: Create emotional connection.
  • Educate: Share valuable insights.
  • Simplify: Make the offer easy to understand.
  • Testify: Use testimonials or social proof.
  • Offer: Present the solution clearly.

Usage
Best for premium or educational products/services where credibility, trust, and guidance are key.
Works well in landing pages, email campaigns, webinars, or long-form content.
Can be combined with PAS or AIDA to highlight pain first, then build trust and offer.
Less effective for impulse buys or very simple, low-friction products.

Example 1 – SaaS Productivity Tool

  • Pain: Juggling multiple apps is slowing your team down.
  • Resonate: Constantly switching tabs and tools wastes hours every day.
  • Educate: Studies show teams lose 20+ hours per week due to tool overload.
  • Simplify: Our platform combines task management, chat, and file sharing in one dashboard.
  • Testify: “We cut project delays by 30% in the first month!” – Team Lead, BrightTech
  • Offer: Start a free trial today and streamline your workflow instantly.

Example 2 – Fitness Coaching App

  • Pain: Struggling to stick to your fitness goals?
  • Resonate: Skipping workouts and inconsistent tracking leads to frustration.
  • Educate: Personalized plans and progress tracking increase adherence and results.
  • Simplify: Our app delivers daily workouts and tracks progress automatically.
  • Testify: “I lost 10kg in 3 months without guesswork!” – Sarah, 32
  • Offer: Download the app and start your personalized program today.

AIDA Model

Steps:

  • Attention: Strong headlines that grab attention.
  • Interest: Highlight key benefits and features.
  • Desire: Use storytelling or emotional triggers.
  • Action: Clear and strong CTA to convert.

Usage Example

  • Attention: Transform Your Life Today
  • Interest: Discover the Secrets to Success
  • Desire: Ignite Your Passion and Build the Future You Want
  • Action: Take the first step now with our proven strategies!

HOT Framework

Steps:

  • WHO: Target audience – Who is it for?
  • HOW: Delivery method – How does it deliver its promise?
  • WHAT: Value proposition – What does your product promise?

Usage Examples

  • Example 1

    • WHO: Startup founders who need stunning website design.
    • HOW: Creating UI/UX designs that make brands stand out.
    • WHAT: A premium design studio specialising in startup branding and web design.

  • Example 2

    • WHO: Freelancers struggling to manage multiple client invoices.
    • HOW: Automated invoice generation and reminders.
    • WHAT: A simple tool to save time and ensure faster payments.

PAS Framework

Steps:

  • Problem: Identify the specific pain point.
  • Agitate: Stir emotions by emphasising consequences.
  • Solution: Present your product or service as the answer.

When to Use

  • Commoditised products or services where you need to stand out.
  • Pain-driven markets where frustration, wasted time, or wasted money is clear.
  • Direct-response marketing like ads, landing pages, and sales emails.
  • B2B and SaaS tools where inefficiencies or overwhelm are obvious.

When NOT to Use

  • Luxury/premium brands that sell on aspiration or exclusivity.
  • Products based on lifestyle, inspiration, or “soft” desires (e.g., art, fashion, wellness).
  • Highly technical/specialist audiences who value authority and innovation over pain points.
  • Awareness-stage content where the audience isn’t problem-aware yet.

Example 1 – SaaS Managing Subscriptions

  • Problem: Struggling to pay multiple subscriptions?
  • Agitate: You're overpaying without realising it! Unused subscriptions cost £1000+ per year.
  • Solution: We will track and optimise all your subscriptions in one place.

Example 2 – SaaS Social Media Manager

  • Problem: Spending hours juggling multiple client social media accounts?
  • Agitate: You’re losing 10+ hours every week switching between platforms, missing deadlines, and feeling overwhelmed.
  • Solution: Manage all your clients’ social media from one simple dashboard—schedule, track, and report in one place.