The best copywriting frameworks for email marketing

Copywriting frameworks are useful for getting started on a piece of content for which you intend to persuade an audience. Like painting by numbers, the frameworks provide guidance.

Here are some of the copywriting frameworks I’ve found useful when creating content like sales emails:


  • Before: Remind readers of their current struggle
  • After: Show readers what their future is after your solution
  • Bridge: Share how your capabilities drive the transformation


With so many other emails competing for attention in the inbox, it can be incredibly difficult to get your readers to open and click-through on your email marketing campaigns.

But imagine if you could leverage a simple formula that gets people to click-through from your emails and become paying customers, increasing sales and driving new revenue for your business.

You can use the BAB formula in your next email campaign to show people exactly how your solution will benefit them and convert them into paying, loyal customers that drive revenue for your business.

PAS (Problem Agitate Solve)

  • Problem: Present your prospect’s challenge
  • Agitate: Make the prospect feel the pain
  • Solve: Present the solution to the pain

AIDA (Attention Interest Desire Action)

  • Attention: Surprise the reader with something unexpected
  • Interest: Keep them engaged with supporting info
  • Desire: Evoke in them a visceral feeling to achieve them
  • Action: Give them a path to attain their desire

The 4 P’s Technique

  • 1. Promise (make a short & sweet promise, related to their desires)
  • 2. Paint (describe what their world will look like after you deliver)
  • 3. Proof (share results from previous promises)
  • 4. Push (now that they’re excited, call to action)

Viking Velociraptor

  • Verify (something they’ve seen/heard/felt)
  • Validate (their feelings)
  • Vantage (insert your vantage point)
  • Values (bring up shared values)
  • Villains (paint a common enemy)

Lasted updated on