From the course: Learning Conversion Copywriting

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Overview of persuasive frameworks

Overview of persuasive frameworks

From the course: Learning Conversion Copywriting

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Overview of persuasive frameworks

- Persuasive frameworks help you organize messages on a page, in an ad, or in an email. They show you what to open with, what to write next, and when to stop writing. Frameworks are like ready-made, proven outlines. A popular framework is the Four Ps. Promise, picture, proof, and prompt. Open with a promise, paint a picture of it coming to life, support your argument with proof, and then call them to action or prompt action. Another popular framework is AIDA, A-I-D-A, which stands for attention, interest, desire, action. To use AIDA, your first line captures your prospect's attention. Then the remaining copy amplifies their interest in what first got their attention, builds desire for your offer, and calls them to action. Frameworks like these eliminate guesswork, but they can also raise key questions. For example, when you're using the Four Ps, what promise should you lead with? When you're using AIDA, what copy will…

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