Frameworks

The frameworks behind copy that converts.

Direct response isn’t improvisation. These are the structures that decide what each part of a page has to do — with a worked example and a copy-paste template for each.

PAS
Problem–Agitate–Solution
Name the pain, make its cost vivid, then present the fix.
AIDA
Attention–Interest–Desire–Action
Walk a cold reader from scroll-stop to click, one stage at a time.
BAB
Before–After–Bridge
Show the world before, the world after, and your offer as the way across.
4 Ps
Promise–Picture–Proof–Push
Lead with a bold promise, make it vivid, prove it, then ask.
PASTOR
Problem–Amplify–Story–Transformation–Offer–Response
The long-form structure for offers that need a full case made.

The frameworks behind copy that converts.

Problem–Agitate–Solution

Attention–Interest–Desire–Action

Before–After–Bridge

Promise–Picture–Proof–Push

Problem–Amplify–Story–Transformation–Offer–Response