7 Proven Copywriting Frameworks That Turn Browsers Into Buyers

Stop guessing what works. These battle-tested formulas have generated billions in ad revenue—and they're easier to use than you think.

Let's be honest: staring at a blank page trying to write ad copy is painful. You know your product is great, but somehow the words just won't come out right. Sound familiar?

Here's the good news: you don't need to be a creative genius to write compelling ad copy. The world's best copywriters rely on proven frameworks—formulas that work because they tap into fundamental human psychology.

Today, we're breaking down seven copywriting frameworks that consistently drive conversions. Think of these as your cheat codes for creating ads that actually work.

1. AIDA (Attention, Interest, Desire, Action)

This is the grandfather of all copywriting frameworks, and it's still going strong after 100+ years for one simple reason: it mirrors how people naturally make decisions.

How it works:

• Attention: Hook them with a bold headline

• Interest: Keep them reading with relevant details

• Desire: Make them want what you're offering

• Action: Tell them exactly what to do next

Example:

"Tired of spending hours on LinkedIn ads? (Attention) Stirling's AI creates professional ad creative in 3 minutes. (Interest) Imagine launching campaigns without designers or copywriters. (Desire) Start your free trial today. (Action)"

Best for: General advertising, email campaigns, landing pages

2. PAS (Problem, Agitate, Solve)

This framework works because it meets people where they are—in pain—and positions your product as the relief they've been searching for.

How it works:

• Problem: Identify the pain point

• Agitate: Make them feel it (don't be mean, just honest)

• Solve: Present your solution as the answer

Example:

"LinkedIn ads eating your budget with zero results? (Problem) Every day without effective ads is another day your competitors are stealing your customers. (Agitate) Stirling generates high-converting LinkedIn ads in minutes, so you can finally see ROI. (Solve)"

Best for: B2B advertising, problem-aware audiences, competitive markets

3. BAB (Before, After, Bridge)

People don't buy products—they buy better versions of their lives. BAB paints that picture beautifully.

How it works:

• Before: Describe their current frustrating situation

• After: Show them the promised land

• Bridge: Explain how your product gets them there

Example:

"Before: Waiting weeks for designers while your campaigns sit in limbo. (Before) After: Launching professional LinkedIn ads the same day you think of them. (After) Stirling's AI is the bridge—paste your URL and get campaign-ready ads in 3 minutes. (Bridge)"

Best for: Transformation-focused products, lifestyle brands, coaching services

4. The 4 Ps (Problem, Promise, Proof, Proposal)

This framework is all about building trust while making your offer irresistible.

How it works:

• Problem: What's wrong right now?

• Promise: What will change?

• Proof: Why should they believe you?

• Proposal: What's the offer?

Example:

"Creating LinkedIn ads shouldn't require a marketing team. (Problem) With Stirling, anyone can generate professional ads in minutes. (Promise) Trusted by 500+ SaaS companies across 12 industries. (Proof) Try 20 ads free—no credit card required. (Proposal)"

Best for: Overcoming skepticism, new products, crowded markets

5. FAB (Features, Advantages, Benefits)

Most people stop at features. The magic happens when you connect those features to real-world benefits.

How it works:

• Features: What it is

• Advantages: What it does

• Benefits: What it means for them

Example:

"Stirling's AI analyzes your landing page in 60 seconds. (Feature) This means zero manual brief creation or research. (Advantage) You'll launch campaigns weeks faster while your competitors are still briefing designers. (Benefit)"

Best for: Tech products, complex solutions, B2B sales

6. The 4 Us (Useful, Urgent, Unique, Ultra-specific)

Great headlines follow this formula. If your headline checks all four boxes, you've got a winner.

How it works:

• Useful: Does it solve a problem?

• Urgent: Does it demand action now?

• Unique: Does it stand out?

• Ultra-specific: Does it make a concrete promise?

Example:

"Generate 10 LinkedIn Ad Variations in 3 Minutes (Not 3 Weeks)"

Let's break it down: Useful (solves the slow ad creation problem), Urgent (3 minutes vs 3 weeks creates urgency), Unique (most tools don't generate variations), Ultra-specific (exact number and timeframe).

Best for: Headlines, subject lines, social media ads

7. The PASTOR Framework (Problem, Amplify, Story, Testimony, Offer, Response)

This is the long-form heavyweight. Perfect for ads that need more room to breathe.

How it works:

• Problem: What's the pain?

• Amplify: Dig into consequences

• Story: Share a relatable narrative

• Testimony: Add social proof

• Offer: Present your solution

• Response: Clear call-to-action

Example:

"LinkedIn ads draining your budget? (Problem) Every failed campaign means wasted spend and missed opportunities. (Amplify) Sarah, a SaaS founder, was stuck in this cycle until she found an AI solution that actually worked. (Story) 'We went from $5,000 per campaign with mediocre results to $49/month with better performance,' she says. (Testimony) Stirling creates professional LinkedIn ads in minutes using AI. (Offer) Start with 20 free ads today. (Response)"

Best for: Video scripts, long-form landing pages, webinar presentations

Choosing the Right Framework

Here's a quick decision guide:

Use AIDA when: You need a versatile, all-purpose framework
Use PAS when: Your audience is problem-aware and frustrated
Use BAB when: You're selling transformation or lifestyle change
Use 4 Ps when: You need to overcome skepticism
Use FAB when: You have complex features to explain
Use 4 Us when: You're writing headlines or subject lines
Use PASTOR when: You have more space and need to build trust

The Secret Sauce

Here's what separates good ad copy from great ad copy: these frameworks aren't straitjackets. They're starting points. The best copywriters know when to follow the formula and when to break it.

Start with a framework, then inject your brand voice, personality, and unique insights. Test different approaches. See what resonates with your audience.

And remember: even the best copy can't save a bad product. These frameworks amplify what you already have—they don't create value where none exists.

Put These Frameworks to Work

Now you've got seven proven frameworks in your toolkit. The hard part isn't learning them—it's actually using them consistently.

That's where tools like Stirling come in. Our AI is trained on these exact frameworks, applying them automatically to generate high-converting ad copy for LinkedIn. You get the benefit of decades of copywriting wisdom without needing to become a copywriting expert yourself.

But whether you're writing ads manually or using AI, understanding these frameworks will transform how you communicate with your audience.

Ready to test them out? Pick one framework, write three different ad variations, and see what happens. You might be surprised at how much better your ads perform when you're working from a proven structure rather than starting from scratch.

Want to skip the manual work?

Try Stirling's AI ad generator and get professionally-written ad copy using these frameworks in minutes. Start your free trial with 20 credits—no credit card required.