Framework 1: AIDA (Attention, Interest, Desire, Action)
Attention: hook with a question, contrast, or surprise.
Interest: deepen with a story or insight.
Desire: show the transformation.
Action: tell them exactly what to do next.
Example: Mamaearth's Onion shampoo launch ads — strong AIDA structure with a clear before/after story.
Framework 2: PAS (Problem, Agitation, Solution)
State the problem. Twist the knife. Offer the solution.
Works brilliantly for paid social ads.
Example: Sleepy Owl Coffee — 'Tired of boring instant coffee?' (P) 'It's basically brown water.' (A) 'Cold brew, delivered.' (S)
Framework 3: FAB (Features, Advantages, Benefits)
Features = what it is. Advantages = why it's different. Benefits = what it means for them.
B2B and SaaS love this.
Example: Zoho — 'Integrated suite (F), one login (A), save 12 hours/week (B).'
Framework 4: 4Ps (Promise, Picture, Proof, Push)
Promise the outcome. Paint the picture. Show the proof. Push to act.
Example: boAt — 'Better bass than your fave headphones.' (P) Image of vibing audience (Pic) '5M+ reviews' (Proof) 'Buy now, ₹999 off' (Push).
Framework 5: BAB (Before, After, Bridge)
Show their current state, the desired state, and the path between.
Excellent for transformation products.
Example: Cult.fit — sedentary scroll (Before), confident athletic self (After), '12-week plan' (Bridge).
Framework 6-9: QUEST, SCH, SLAP, SSS
QUEST (Qualify, Understand, Educate, Stimulate, Transition).
SCH (Story, Conflict, Hero).
SLAP (Stop, Look, Act, Purchase).
SSS (Star, Story, Solution).
Don't memorise all of them. Pick 2-3 and use them obsessively.
The Universal Pattern
Every framework boils down to: tension → resolution.
Find the tension your customer feels. Resolve it with your product.
Practice by rewriting bad ads you see daily.
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Frequently Asked Questions
Can copywriting be learned?
Yes — it's a craft, not a talent. Most working copywriters learned by writing daily for 1-2 years and getting feedback from working pros.
How much do copywriters earn in India?
Junior copywriters: ₹3.5L-₹6L. Senior copywriters: ₹10L-₹18L. Senior creative directors with strong portfolios: ₹25L-₹50L+. Freelancers with niche specialisation can charge ₹15K-₹50K per long-form piece.
What's the best book to learn copywriting?
Read in this order: Made to Stick (Heath brothers), Ogilvy on Advertising (David Ogilvy), The Adweek Copywriting Handbook (Joseph Sugarman), Hey Whipple, Squeeze This (Luke Sullivan).
Is AI replacing copywriters?
AI is replacing low-end copywriting. Senior copywriters who direct AI to produce strategically-aligned work are now more valuable. The mid-tier copywriter who just writes is at risk.