copy-copywritinglisted

# 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 figu