/copy-frameworks

name: copy-frameworks
description: "Master the essential copywriting frameworks used by top marketers. AIDA, PAS, PASTOR, BAB, FAB, and 4Ps—the building blocks of persuasive copy. Use when: Writing sales copy and need a proven structure; Structuring landing pages, emails, or ads; Overcoming writer's block by following a formula; Teaching copywriting fundamentals to your team; Reviewing copy to identify structural weaknesses"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

Copy Frameworks

> Master the essential copywriting frameworks used by top marketers. AIDA, PAS, PASTOR, BAB, FAB, and 4Ps—the building blocks of persuasive copy.

When to Use This Skill

• Writing sales copy and need a proven structure
• Structuring landing pages, emails, or ads
• Overcoming writer's block by following a formula
• Teaching copywriting fundamentals to your team
• Reviewing copy to identify structural weaknesses
• Creating templates for repeatable content

Methodology Foundation

**Source**: Industry consensus compiled from Claude Hopkins, Eugene Schwartz, Gary Halbert, Dan Kennedy, and modern digital marketing practitioners.

**Core Principle**: Great copy follows predictable psychological patterns. These frameworks encode decades of tested persuasion sequences into repeatable structures.

**Why This Matters**: Starting from scratch every time is inefficient and risky. Frameworks give you a proven skeleton—you add the creative muscle.

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Structures production workflow | Final creative direction | | Suggests technical approaches | Equipment and tool choices | | Creates templates and checklists | Quality standards | | Identifies best practices | Brand/voice decisions | | Generates script outlines | Final script approval |

What This Skill Does

1. **Applies the right framework** - Matches structure to context 2. **Expands each framework element** - Turns acronyms into actionable copy 3. **Combines frameworks** - Uses hybrid approaches for complex situations 4. **Reviews existing copy** - Diagnoses structural problems 5. **Creates framework-based templates** - Reusable copy structures

How to Use

Choose the Right Framework

Help me choose a copy framework for:
Offer: [description]
Goal: [conversion, awareness, etc.]
Audience temperature: [cold, warm, hot]

Apply a Specific Framework

Write copy using [AIDA/PAS/PASTOR/BAB/FAB/4Ps] for:
Product: [description]
Audience: [who]
Key benefit: [main value prop]

Review Copy Structure

Analyze this copy against standard frameworks and identify what's missing:
[paste copy]

Instructions

When helping with copy frameworks, apply these structures precisely:

Framework 1: AIDA (Attention-Interest-Desire-Action)

## AIDA Framework

**Best For**: General-purpose copy, ads, landing pages, email
**Invented By**: E. St. Elmo Lewis (1898)
**When to Use**: Most situations—this is the foundational framework

### A - ATTENTION
Capture immediate focus. Use:
- Shocking statistic
- Bold claim
- Pattern interrupt
- Direct address of pain point

**Time**: 0-3 seconds
**Goal**: Stop the scroll

### I - INTEREST
Build engagement with relevant details:
- Expand on the hook
- Show you understand their situation
- Introduce curiosity gap
- Present the opportunity

**Time**: 3-30 seconds
**Goal**: Keep them reading

### D - DESIRE
Create emotional want:
- Paint the after-state vividly
- Use social proof
- Stack benefits
- Show transformation

**Time**: 30 seconds - 2 minutes
**Goal**: Make them WANT it

### A - ACTION
Tell them exactly what to do:
- Clear CTA
- Remove friction
- Add urgency/scarcity
- Handle final objections

**Time**: Final moments
**Goal**: Get the conversion

**AIDA Template**:

[ATTENTION: Hook/headline that stops them]

[INTEREST: "Here's the thing..." or "You've probably noticed..."]

[DESIRE: "Imagine..." or "What if you could..." + benefits + proof]

[ACTION: "Click here to..." or "Get started now by..."]

---

Framework 2: PAS (Problem-Agitate-Solution)

## PAS Framework

**Best For**: Pain-driven products, B2B, consulting, SaaS
**Popularized By**: Dan Kennedy
**When to Use**: When the problem is clear and painful

### P - PROBLEM
State the problem clearly:
- Show you understand their pain
- Be specific (not generic)
- Use their language

**Example**: "Your inbox has 1,847 unread emails. You can't find anything. Important things slip through the cracks."

### A - AGITATE
Twist the knife (ethically):
- Explore consequences
- Show what happens if unsolved
- Create emotional resonance
- Make the pain vivid

**Example**: "Every day it gets worse. You miss a client email. Then another. You spend 3 hours just searching for that one attachment..."

### S - SOLUTION
Present your offering as the answer:
- Clear link to the problem
- Specific mechanism
- Proof it works

**Example**: "Inbox Zero Pro categorizes, prioritizes, and auto-responds in your voice. Users report 4.2 fewer hours per week in email."

**PAS Template**:

[PROBLEM: "You know that feeling when..." or "If you're like most [audience]..."]

[AGITATE: "And here's what makes it worse..." or "The real cost is..."]

[SOLUTION: "That's exactly why we built..." or "Introducing..."]

[CTA]

---

Framework 3: PASTOR

## PASTOR Framework

**Best For**: Long-form sales pages, webinars, video sales letters
**Created By**: Ray Edwards
**When to Use**: Complex offers that need extensive persuasion

### P - PROBLEM
State the problem
- Be specific
- Use customer language
- Show understanding

### A - AMPLIFY
Make it more painful
- Consequences of inaction
- Emotional cost
- Future implications

### S - STORY/SOLUTION
Tell a relevant story and introduce solution
- Your origin story
- Customer success story
- How the solution was discovered

### T - TRANSFORMATION
Show the before/