BAB, PAS, & FAB Frameworks
3 copywriting examples from around the web (frameworks style)
Hi, I’m Ben Watkins 👋 Thanks for joining La Vie Ben Rose. Every week, I unravel copywriting questions, examples, and conversion tactics from the most recognized brands. I also look at online writing trends and creative ways to solve confusing problems.
Happy Saturday!
Since moving to North Carolina, my family and I have waited for snow. Nothing yet! My kids are dying for snow. I need snow.
In other news, I’m sending out additional articles next week on creativity and writing frameworks. Next week, we will unravel the SCAMPER Method.
This week, I’m sharing my favorite copywriting frameworks!
Lastly, I’m launching a 4-week copywriting coaching program next month. Shoot an email to Ben@ThisIsCopy.com for more info!
Let’s break them down.
Onward and forward!
I.
BAB goes like this:
Before — discuss the pain the user is in.
After — paint a picture of the outcome.
Bridge — your solution is the bridge to the ideal outcome.
The example below shows 1. The pain the users are in. 2. The solution they want. 3. How the product solves their problem.
II.
PAS goes like this.
Problem - Introduce the problem.
Agitate - agitate the problem (makes them want the solution more).
Solution - give them the solution.
Justin Welsh from LinkedIn does an excellent job of the PAS framework. He talks about the fear of risk. He then agitates it by mentioning the “what ifs” in your life if you never risk anything.
He then offers a solution to solve it.
The solution is always sweeter when you agitate the problem.
III.
FAB goes like this:
Features - Highlight the features.
Advantages - Talk about the advantages of those features.
Benefits - Show the benefits of those features.
ClickUp does a remarkable job of it on its homepage.
My most popular (and newest) articles:
7 Underrated Landing Page Tips (6k reviews)
7 Lessons I Learned Launching a $1 Digital Product (4.1k reads)
My B2B Landing Page Guidebook (long-form article)
5 Things That Destroy Your Conversion Rate (newest article)
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