How to Use AIDA, PAS, and BAB Frameworks to Craft Persuasive Marketing Copy

Hey there, media buying and copywriting savants! Today, we’re going to talk about three powerful copywriting frameworks that you can use to create high-converting copy. Let’s jump right in!

First up, we have the AIDA model, which was developed in the late 19th century by advertising pioneer E. St. Elmo Lewis. AIDA stands for Attention, Interest, Desire, and Action. This framework is perfect for creating persuasive copy that moves your audience to take action. Here’s an example Facebook ad for a new energy drink using the AIDA model:

Attention: Are you feeling sluggish and tired?

Interest: Our new energy drink is packed with vitamins and natural ingredients that will give you a boost of energy and mental clarity.

Desire: Imagine having the energy and focus to tackle any task that comes your way.

Action: Try our new energy drink today and see the difference it can make in your life.

Next up, we have the PAS framework, which was developed by the legendary copywriter Gene Schwartz. PAS stands for Problem, Agitate, Solution. This framework is perfect for identifying your target audience’s pain points and then positioning your product or service as the solution. Here’s an example Facebook ad for a pain relief cream using the PAS model:

Problem: Are you tired of living with chronic pain?

Agitate: Pain can make it difficult to enjoy even the simplest things in life, like spending time with your family or pursuing your favorite hobbies.

Solution: Our pain relief cream is specifically formulated to provide fast and effective relief from even the most stubborn aches and pains.

Finally, we have the BAB framework, which was popularized by marketing guru Dan Kennedy. BAB stands for Before, After, Bridge. This framework is perfect for creating copy that highlights the transformation your product or service can offer. Here’s an example Facebook ad for a new online course that teaches people how to start their own business using the BAB model:

Before: Are you tired of working a dead-end job that doesn’t fulfill you?

After: Imagine being your own boss, setting your own schedule, and doing work that you’re truly passionate about.

Bridge: Our new online course can help you start your own business from scratch, even if you have no experience. Enroll today and start living your dream life.

These examples are obviously more simple than your production ads would be, just for the sake of illustrating how the frameworks function.  You’d probably want to put some time and energy into creating amazing ads if you were going to use these IRL. 

Using these powerful copywriting frameworks can help you create persuasive and engaging copy that drives results. Pay special attention to your product or service and select the framework that best fits what you’re attempting to do.  Then, try them out in your next marketing campaign and see how they work for you!