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---
name: copy-copywriting
description: Copywriting frameworks — AIDA, PAS, Before-After-Bridge, 4U — with selection criteria, headline formulas, feature-to-benefit translation, and CTA phrasing. Use when user says "copywriting", "write copy", "headline", "sales copy".
license: MIT
metadata:
source: "coreyhaines31/marketingskills (MIT)"
category: copy
---
# Copywriting — Choosing a Framework
Copy is not a sentence-craft problem; it is a **structure-selection problem**. The reader's state (do they know the problem, what they'll object to, how fast they grasp) decides the framework.
## Framework Selection Table
| Framework | Use when | Structure |
|---|---|---|
| **AIDA** | Problem not yet known (new product, new category) | Attention → Interest → Desire → Action |
| **PAS** | Problem clearly recognized (ads, retargeting) | Problem → Agitate → Solve |
| **BAB** | The result can be shown at a glance | Before → After → Bridge |
| **OBJ** | High-ticket / B2B with concrete objections | Claim → resolve objections one at a time |
| **4U** | Headlines and social filters (Urgent, Unique, Ultra-specific, Useful) | A scoring rubric, not a structure |
Three-question judgment: Does the reader already know the problem? (No → AIDA) Are the objections concrete? (Yes → OBJ) Can you show the result as a number? (Yes → BAB)
## Headlines
- Spend 80% of your time here (Ogilvy). Generate **at least 5 options**, then pick 1.
- Concrete numbers, proper nouns, and negations (remove, stop) rank highest. "Save 30 minutes a day" > "Save time".
- Push the mechanism into the subheadline; the headline carries only the benefit.
## Feature → Benefit
Add "so what?" three times to each attribute — if it fails, delete the entry. "AI-powered analysis" → "Your weekly report in 5 minutes." Unverifiable superlatives (best, innovative) get replaced with a figure, or deleted if impossible.
## CTA
Start with an action verb (start, get, compare) + state the outcome + remove friction inline ("No card required"). One primary CTA per screen.
## Output
5 headline options (framework label annotated) + 1 body draft (with structure annotations) + 3 CTA options + a one-sentence rationale for the choice.
