marketingskills/skills/copywriting/references/copy-frameworks.md

# Copy Frameworks Reference

Headline formulas, page section types, and structural templates.

## Headline Formulas

### Outcome-Focused

**{Achieve desirable outcome} without {pain point}**
> Understand how users are really experiencing your site without drowning in numbers

**{Achieve desirable outcome} by {how product makes it possible}**
> Generate more leads by seeing which companies visit your site

**Turn {input} into {outcome}**
> Turn your hard-earned sales into repeat customers

**[Achieve outcome] in [timeframe]**
> Get your tax refund in 10 days

---

### Problem-Focused

**Never {unpleasant event} again**
> Never miss a sales opportunity again

**{Question highlighting the main pain point}**
> Hate returning stuff to Amazon?

**Stop [pain]. Start [pleasure].**
> Stop chasing invoices. Start getting paid on time.

---

### Audience-Focused

**{Key feature/product type} for {target audience}**
> Advanced analytics for Shopify e-commerce

**{Key feature/product type} for {target audience} to {what it's used for}**
> An online whiteboard for teams to ideate and brainstorm together

**You don't have to {skills or resources} to {achieve desirable outcome}**
> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic

---

### Differentiation-Focused

**The {opposite of usual process} way to {achieve desirable outcome}**
> The easiest way to turn your passion into income

**The [category] that [key differentiator]**
> The CRM that updates itself

---

### Proof-Focused

**[Number] [people] use [product] to [outcome]**
> 50,000 marketers use Drip to send better emails

**{Key benefit of your product}**
> Sound clear in online meetings

---

### Additional Formulas

**The simple way to {outcome}**
> The simple way to track your time

**Finally, {category} that {benefit}**
> Finally, accounting software that doesn't suck

**{Outcome} without {common pain}**
> Build your website without writing code

**Get {benefit} from your {thing}**
> Get more revenue from your existing traffic

**{Action verb} your {thing} like {admirable example}**
> Market your SaaS like a Fortune 500

**What if you could {desirable outcome}?**
> What if you could close deals 30% faster?

**Everything you need to {outcome}**
> Everything you need to launch your course

**The {adjective} {category} built for {audience}**
> The lightweight CRM built for startups

---

## Landing Page Section Types

### Core Sections

**Hero (Above the Fold)**
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar

**Social Proof Bar**
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet

**Problem/Pain Section**
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it

**Solution/Benefits Section**
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available

**How It Works**
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome

**Final CTA Section**
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)

---

### Supporting Sections

**Testimonials**
- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds

**Case Studies**
- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links

**Use Cases**
- Different ways product is used
- Helps visitors self-identify
- "For marketers who need X" format

**Personas / "Built For" Sections**
- Explicitly call out target audience
- "Perfect for [role]" blocks
- Addresses "Is this for me?" question

**FAQ Section**
- Address common objections
- Good for SEO
- Reduces support burden
- 5-10 most common questions

**Comparison Section**
- vs. competitors (name them or don't)
- vs. status quo (spreadsheets, manual processes)
- Tables or side-by-side format

**Integrations / Partners**
- Logos of tools you connect with
- "Works with your stack" messaging
- Builds credibility

**Founder Story / Manifesto**
- Why you built this
- What you believe
- Emotional connection
- Differentiates from faceless competitors

**Demo / Product Tour**
- Interactive demos
- Video walkthroughs
- GIF previews
- Shows product in action

**Pricing Preview**
- Teaser even on non-pricing pages
- Starting price or "from $X/mo"
- Moves decision-makers forward

**Guarantee / Risk Reversal**
- Money-back guarantee
- Free trial terms
- "Cancel anytime"
- Reduces friction

**Stats Section**
- Key metrics that build credibility
- "10,000+ customers"
- "4.9/5 rating"
- "$2M saved for customers"

---

## Page Structure Templates

### Feature-Heavy Page (Weak)

```
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA
```

This is a list, not a persuasive narrative.

---

### Varied, Engaging Page (Strong)

```
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee
```

This tells a story and addresses objections.

---

### Compact Landing Page

```
1. Hero (headline, subhead, CTA, image)
2. Social proof bar
3. 3 key benefits with icons
4. Testimonial
5. How it works (3 steps)
6. Final CTA with guarantee
```

Good for ad landing pages where brevity matters.

---

### Enterprise/B2B Landing Page

```
1. Hero (outcome-focused headline)
2. Logo bar (recognizable companies)
3. Problem section (business pain)
4. Solution overview
5. Use cases by role/department
6. Security/compliance section
7. Integration logos
8. Case study with metrics
9. ROI/value section
10. Contact/demo CTA
```

Addresses enterprise buyer concerns.

---

### Product Launch Page

```
1. Hero with launch announcement
2. Video demo or walkthrough
3. Feature highlights (3-5)
4. Before/after comparison
5. Early testimonials
6. Launch pricing or early access offer
7. CTA with urgency
```

Good for ProductHunt, launches, or announcements.

---

## Section Writing Tips

### Problem Section

Start with phrases like:
- "You know the feeling..."
- "If you're like most [role]..."
- "Every day, [audience] struggles with..."
- "We've all been there..."

Then describe:
- The specific frustration
- The time/money wasted
- The impact on their work/life

### Benefits Section

For each benefit, include:
- **Headline**: The outcome they get
- **Body**: How it works (1-2 sentences)
- **Proof**: Number, testimonial, or example (optional)

### How It Works Section

Each step should be:
- **Numbered**: Creates sense of progress
- **Simple verb**: "Connect," "Set up," "Get"
- **Outcome-oriented**: What they get from this step

Example:
1. Connect your tools (takes 2 minutes)
2. Set your preferences
3. Get automated reports every Monday

### Testimonial Selection

Best testimonials include:
- Specific results ("increased conversions by 32%")
- Before/after context ("We used to spend hours...")
- Role + company for credibility
- Something quotable and specific

Avoid testimonials that just say:
- "Great product!"
- "Love it!"
- "Easy to use!"