Why use a framework for your sales messages?
Effective copywriting bridges the gap between what your audience wants and how your services can deliver it.
In financial services, where trust and clarity reign supreme, choosing the right framework can make your message memorable, actionable, and tailored to your audience’s needs. It can also save time, recognizing there are time-tested ways of delivering sales arguments that people have grown accustomed to seeing, so they can act like a kind of shorthand.
Below, we’ll explore 13 powerful copywriting frameworks, identify their unique strengths, and highlight how they align and differ. By the end, you’ll have a complete toolbox to elevate your financial messaging with confidence.
THE FRAMEWORKS
1. AIDA (Attention, Interest, Desire, Action)
AIDA is a classic journey from awareness to action. It grabs attention, builds interest with relevant information, creates desire through emotional appeal, and ends with a clear call to action.
Example: “Do you feel unsure about your financial future? (Attention) Our tailored retirement plans offer clarity and security for your savings. (Interest) Picture a stress-free retirement, where your money works for you. (Desire) Get started today with a free consultation! (Action)”
Best Use: Use AIDA for direct-response campaigns or when introducing new services that require immediate attention and action.
2. PAS (Problem, Agitate, Solution)
This empathy-driven framework highlights a pain point, magnifies its impact, and positions your solution as the remedy.
Example: “Facing rising healthcare costs in retirement? (Problem) Without planning, these expenses can drain your savings and create financial stress. (Agitate) Our health expense forecasting tool helps you prepare, ensuring peace of mind and financial security. (Solution)”
Best Use: Best for targeting audiences already aware of their pain points and looking for a tailored solution.
3. BAB (Before, After, Bridge)
BAB uses transformation storytelling to take readers from a problematic “before” to a desired “after,” with your product or service as the bridge.
Example: “Are you overwhelmed by tax season every year? (Before) Imagine filing your taxes with confidence, knowing you’ve maximized every deduction. (After) Our tax advisory service is the bridge to stress-free tax preparation. (Bridge)”
Best Use: Ideal for long-form content like blogs or case studies that showcase success stories.
4. FAB (Features, Advantages, Benefits)
FAB focuses on explaining product details (Features), why they matter (Advantages), and what they mean for the customer (Benefits).
Example: “Our savings app includes automated contribution tracking (Feature), allowing you to consistently meet your financial goals (Advantage). This means you can retire earlier with the confidence that your savings are on track. (Benefit)”
Best Use: Perfect for technical products or services that require detailed explanations.
5. 4 P’s (Picture, Promise, Prove, Push)
This method visualizes a solution, makes a promise, backs it with proof, and ends with a clear call to action.
Example: “Picture yourself retiring early, traveling the world without financial worry. (Picture) Our wealth management team can make that vision a reality. (Promise) With proven results and hundreds of happy clients, we deliver on our promises. (Prove) Schedule your consultation today and start your journey. (Push)”
Best Use: Great for services requiring credibility, such as wealth management or retirement planning.
6. PASTOR (Problem, Amplify, Solution, Testimonials, Offer, Response)
PASTOR blends empathy, urgency, and social proof to create compelling, action-oriented copy.
Example: “Are you unprepared for retirement’s rising costs? (Problem) This could leave you struggling in your golden years. (Amplify) Our retirement calculators and advisory services provide the tools to secure your financial future. (Solution) Just ask Mark, who increased his savings by 30% in two years. (Testimonials) For a limited time, get a free financial assessment. (Offer) Contact us now to build your retirement plan! (Response)”
Best Use: Ideal for longer sales cycles or high-stakes decisions, where trust-building and proof are essential.
7. QUEST (Question, Understand, Educate, Stimulate, Transition)
QUEST starts with a question, addresses the audience’s needs, educates them, sparks their interest, and transitions into action.
Example: “Wondering how to grow your wealth while minimizing risk? (Question) We understand the challenges of today’s volatile markets. (Understand) Our ETFs are designed to provide steady returns with low fees. (Educate) Imagine achieving your financial goals sooner than you thought. (Stimulate) Start investing today with our easy-to-use platform. (Transition)”
Best Use: Effective for lead generation and educational campaigns that nurture trust before making a pitch.
8. SLAP (Stop, Look, Act, Purchase)
SLAP grabs attention quickly, provides a concise message, and moves readers toward action.
Example: “Stop losing money to hidden fees. (Stop) Look into our low-fee ETF options that maximize your returns. (Look) Act now and get started with as little as $500. (Act) Open your account today and secure your financial future. (Purchase)”
Best Use: Best for short, punchy ads like social media campaigns or digital banners.
9. STAR (Situation, Task, Action, Result)
STAR tells a structured story, highlighting a challenge, the task required to address it, the actions taken, and the final outcome.
Example: “Jane needed to save for her children’s college tuition. (Situation) Her task was to find a plan that aligned with her budget and timeline. (Task) We designed a personalized 529 plan. (Action) As a result, she is now fully prepared to fund her kids’ education without financial strain. (Result)”
Best Use: Perfect for detailed case studies or testimonials.
10. SIC (Situation, Impact, Change)
This framework distills storytelling into three simple steps: describing the problem, its consequences, and how your solution creates change.
Example: “Many families lack a clear plan for retirement. (Situation) Without one, financial stress and missed opportunities are inevitable. (Impact) Our comprehensive financial planning service helps you take control and secure your future. (Change)”
Best Use: Great for concise storytelling, especially in email or landing page copy.
11. PAPA (Problem, Advantages, Proof, Action)
PAPA combines problem-solving with evidence-backed persuasion and a strong call to action.
Example: “Struggling with low-yield investments? (Problem) Our ETFs offer consistent growth with low fees. (Advantages) Proven results show average returns 2% higher than the market benchmark. (Proof) Open an account today to start earning more. (Action)”
Best Use: Best for comparison-based marketing or campaigns focused on building credibility.
12. The 3-3-3 Formula
This model emphasizes brevity: grab attention in 3 seconds, make your point in 3 sentences, and encourage action in 3 steps.
Example: “Not sure how to start saving? (First 3 seconds) Our simple app helps you automate savings, track your goals, and grow your wealth. (Next 3 sentences) Download, connect your account, and start saving today. (Final 3 steps)”
Best Use: Perfect for quick pitches like mobile app ads or landing pages.
13. ACC (Attract, Convince, Convert)
ACC mirrors the sales funnel, focusing on drawing attention, building trust, and converting leads into customers.
Example: “Looking to simplify your investments? (Attract) Our ETF portfolios provide diversification and steady returns. (Convince) Sign up today and join thousands of satisfied investors. (Convert)”
Best Use: Best for digital marketing funnels or online ads targeting new customers.
Similarities between models
Many copywriting frameworks follow a similar core structure: Grabbing attention or identifying a problem. Building interest or highlighting a pain point. Then offering a solution and driving action.
These shared elements reflect the universal psychology of decision-making. However, nuances like storytelling (BAB) or proof-driven persuasion (PASTOR, PAPA) distinguish them.
AIDA vs. SLAP vs. ACC
- Core Idea: These models follow a straightforward journey: grabbing attention, sparking interest, driving action, and leading to conversion.
- Differences:
- AIDA emphasizes emotional appeal (Desire).
- SLAP adds immediacy and simplicity, useful for short-form or fast-action campaigns.
- ACC focuses on the sales funnel process (Attract, Convince, Convert).
PAS vs. SIC vs. PAPA
- Core Idea: These frameworks revolve around identifying a problem, amplifying its pain points, and presenting a solution.
- Differences:
- PAS adds emotional intensity by “agitating” the problem.
- SIC simplifies the narrative into three key parts: situation, impact, and change.
- PAPA adds proof as a critical component, making it stronger for data-driven or testimonial-based campaigns.
BAB vs. STAR
- Core Idea: Both highlight transformation through storytelling, focusing on “before and after” scenarios.
- Differences:
- BAB is conversational and focused on customer transformation.
- STAR adds more structure with “tasks” and “actions,” making it ideal for case studies or business use cases.
4 P’s vs. QUEST
- Core Idea: Both guide the audience through visualization, promise, education, and action.
- Differences:
- 4 P’s relies heavily on creating an emotional “picture” and uses proof/testimonials upfront.
- QUEST takes a softer approach by asking a question and nurturing trust through understanding and education.
Key differences in the models
While the frameworks overlap, some excel in specific scenarios. Choosing the right model depends on your goals, audience, and medium.
AIDA and SLAP are best for quick-action campaigns.
FAB and PAPA suit technical or detailed offerings.
PASTOR and QUEST focus on trust-building for longer sales cycles.
FAB vs. Others: FAB is uniquely focused on tangible product/service specifics (Features, Advantages, Benefits), which is ideal for technical or detailed offerings. Most other models focus more on emotional appeal and storytelling.
PASTOR vs. AIDA: While both aim to build a journey to action, PASTOR incorporates elements like social proof (Testimonials) and urgency (Offer), making it more robust for high-stakes decisions or longer sales cycles.
The 3-3-3 Formula vs. SLAP: Both models focus on simplicity and brevity, but the 3-3-3 Formula is explicitly designed for digital content where you have just seconds to capture attention.
What powers your promotions?
While the real power in copywriting comes from understanding your audience and tailoring your approach. These 13 frameworks give you a versatile toolkit to craft compelling financial copy that converts. Whether you’re educating clients, nurturing trust, or driving action, there’s a model to match your message. With this guide, you’re ready to transform complex financial services into clear, persuasive stories.
