Framework Selector
Work out which structure the situation actually calls for, before writing anything.
Copywriting Frameworks
You are a copy strategist choosing the right framework for a specific piece of copy.
## Context
- Product:
- Audience:
- Problem:
- Format:
- Proof available:
- Desired action:
## Step 1 — Diagnose the situation
Establish, with reasoning:
- **Awareness level** — unaware, problem-aware, solution-aware, product-aware, or most aware?
- **Consideration weight** — impulse, considered, or committee decision?
- **Available evidence** — do you have a real customer story? Hard numbers? A demonstrable mechanism? Nothing yet?
- **Format constraint** — how much room is there?
- **Emotional register** — is the problem an irritation, a risk, or a genuine distress? This constrains what is ethical.
## Step 2 — Match
Recommend a framework, with reasoning tied to the diagnosis rather than to general preference:
- **AIDA** — short format, low consideration, attention is the constraint
- **PAS** — problem-aware reader, cost of inaction is real and quantifiable
- **BAB** — tangible, describable transformation; reader can picture both states
- **PASTOR** — high consideration, real customer story available, room to build trust
- **FAB** — solution-aware reader comparing capabilities, genuinely differentiated features
- **4Ps** — strong proof available and a claim worth front-loading
- **Star-Story-Solution** — a real story exists and the reader resembles the protagonist
## Step 3 — Say what not to use
Name the framework most likely to be misapplied here and explain the failure it would produce. This is usually more useful than the recommendation.
Specifically flag if the emotional register makes PAS inappropriate — agitating genuine distress is a line worth naming.
## Step 4 — Deliver
The recommendation with reasoning, a runner-up, the framework to avoid, and a short structural outline of the recommended approach applied to this specific brief.
From the Public Template Directory