Copywriting Frameworks — Structure Your Post for Retention

The Enemy: The "Wall of Text"

If your post looks like a university thesis (long paragraphs, no breaks), people will scroll past.

The Golden Rule of Formatting:

• One idea per line.
• Max 2-3 lines per paragraph.
• Use visual breakers: Bullet points, emojis, or straight lines (-----) to separate sections.

The Big 3 Frameworks

You don't need to invent a structure. Use these three proven formulas for 90% of your content.

1. PAS: Problem – Agitate – Solution

Best for: Educational posts, "How-to" guides, and calling out mistakes.

• Problem: State the pain point clearly.
• Agitate: Make it hurt. Explain the consequences of ignoring it (emotional).
• Solution: Reveal your method or insight to fix it.

Example:

(P) "Your LinkedIn reach is dropping."

(A) "If you ignore this, you will be posting to a ghost town while your competitors steal your leads."

(S) "Here is the 3-step engagement strategy to fix it today..."

2. BAB: Before – After – Bridge

Best for: Case studies, client wins, and personal stories.

• Before: Describe the "Hell" (bad situation).
• After: Describe the "Heaven" (ideal outcome).
• Bridge: Explain exactly how you got from A to B (your service/method).

Example:

(B) "Last month, Client X was spending 20 hours a week on sales calls with unqualified leads."

(A) "Today, they only take 5 calls a week, but they close 80% of them."

(B) "We installed the 'Inbound Filter' system. Here is how it works..."

3. AIDA: Attention – Interest – Desire – Action

Best for: Sales posts (BoFu) and Launches.

• Attention: The Hook.
• Interest: Data, facts, or logic to keep them reading.
• Desire: Paint a picture of what their life looks like with your solution.
• Action: Tell them exactly what to click or comment.