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Episode 561 CopyWriting With Todd Jones All About Frameworks

ByRob
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Show Summary

The SDM Show” featuring host Rob Cairns and guest Todd Jones, focusing on the concept of frameworks within copywriting and business. Jones explains that frameworks offer flexible guidelines for writing, contrasting them with more rigid templates. The discussion highlights popular copywriting frameworks like AIDA (Attention, Interest, Desire, Action) and PASTOR (Problem, Agitate, Solution, Transformation, Offer, Response), emphasizing their utility in creating various types of content, from sales pages to blog posts. Furthermore, the conversation expands to the broader application of frameworks as systematized processes in business, suggesting that having a branded process fosters client trust and demonstrates expertise. Jones also mentions his own copywriting frameworks, available through his website, and encourages businesses to document and name their internal processes to enhance efficiency and professionalism.

Show Notes

Show Notes: Unlocking Copywriting with Frameworks

Rob Cairns is joined by his good friend Todd Jones to dive deep into the world of copywriting frameworks.

Key Discussion Points:

  • Understanding Copywriting Frameworks: Todd introduces the concept of copywriting frameworks, distinguishing them from templates. Frameworks are flexible guides, while templates are rigid fill-in-the-blank structures.
  • Joanna Wiebe and Copy Hackers: Todd highlights the influence of Joanna Wiebe from Copy Hackers, referencing her extensive blog post “Every Copywriting Formula Ever” (or “The Ultimate Guide to No-Pain Copywriting”), which lists over 200 copywriting formulas/frameworks for various content types (webpage, long-form sales, landing pages, email, etc.).
  • Frameworks as Systems: Rob emphasizes that frameworks, templates, and systems are essentially structured approaches to copywriting. He notes that many people, even if unconsciously, use informal frameworks.
  • Todd’s Systematized Approach: Todd shares his natural inclination towards systematizing, even from a young age, aligning with his human design profile. He discusses frameworks he has created, such as the Website Copy Framework.
  • Popular Copywriting Frameworks:
    • AIDA (Attention, Interest, Desire, Action): Explained as a classic framework used for sales, famously referenced in “Glengarry Glen Ross.”
    • PAS (Problem, Agitate, Solution): Todd’s preferred framework for its simplicity.
    • PASTOR (Problem, Agitate, Solution, Testimony/Transformation, Offer, Response): An expanded version of PAS that includes social proof, the offer, and a call to action.
  • Applying Frameworks in Practice: Todd explains how he uses PASTOR as the skeleton for service pages within his Website Copy Framework and suggests PAS for quickly creating landing pages for new products or services.
  • The “Mechanism” Framework: Todd introduces the idea of a “mechanism” in direct response copywriting, which is essentially selling your unique process. He advises branding your process (e.g., “Rob’s Stunning Digital Web Security Process”) and presenting it in 3-7 easy-to-understand steps, without giving away all proprietary details. This builds trust and professionalism.
  • The Importance of Process: Both Rob and Todd agree that having a defined process (formal or informal) is crucial for any business, especially when dealing with clients. It demonstrates expertise and a plan.
  • Knowing Your Customer (Persona): Todd stresses the importance of understanding your customer to effectively use frameworks. He notes that AI tools can now assist in creating buyer personas, but for most small to medium businesses, the data is often already known through customer interactions.
  • Todd’s Frameworks and Coaching: Todd discusses his available frameworks:
    • Website Copy Framework: Available at copyflight.com/wcf (though URL may change with site redesign).
    • Other frameworks mentioned: Clarity Framework, Legacy Brand Framework, Remarkable Framework.
  • Coaching and Implementation: Todd offers coaching sessions focused on teaching and implementing his frameworks, or he can be hired to implement them directly for businesses.
  • Connect with Todd:
    • Listen to Todd on Rob’s podcast twice monthly.
    • Check out his LinkedIn newsletter, “Prompts.”
    • Subscribe to the Copy Flight newsletter.

Do you currently use a specific copywriting framework in your business, or do you prefer a more informal approach?

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