# Copy frameworks as scaffolds

Frameworks are skeletons you fill with the **buyer's own words** — never fill-in
templates you ship as-is. Pick one for the page's spine and one (FAB) for the
offer block. Each example below is fresh; mine the structure, not the wording.

## PAS — Problem, Agitate, Solution

Best for **pain-aware** traffic that already feels the problem.

- **Problem** — name the pain in the reader's language. "Closing the books takes you nine days every month."
- **Agitate** — make the cost vivid, briefly. "Nine days your team isn't forecasting, isn't planning — just chasing receipts."
- **Solution** — present the offer as the relief. "Lumen closes in two. Snap, submit, done."

Don't over-agitate warm traffic; it reads as manipulation. Agitation length scales with how cold the visitor is (see awareness note below).

## AIDA — Attention, Interest, Desire, Action

Broad **top-of-funnel** traffic that may not yet know the category.

- **Attention** — the hook headline stops the scroll.
- **Interest** — the subhead and first section make it relevant ("for finance teams of 20–200").
- **Desire** — the offer + proof make them want the outcome (the result-bearing testimonial).
- **Action** — the single CTA, repeated.

## BAB — Before, After, Bridge

Strong for **transformation** stories and pages built around a customer journey.

- **Before** — the world today: "Month-end was three late nights and a spreadsheet you didn't trust."
- **After** — the world with the product: "Now it's a Tuesday afternoon and the numbers reconcile themselves."
- **Bridge** — the product is how you cross from one to the other: "Lumen is the bridge — connect your cards, set the rules once."

## FAB — Feature, Advantage, Benefit (the offer block)

This is the feature→benefit transform. Climb the ladder, then **stop at the benefit** the reader cares about and use the feature/mechanism as the proof underneath.

- **Feature** — what it has: "AES-256 encryption."
- **Advantage** — what that does: "data is unreadable if intercepted."
- **Benefit** — what the buyer gets: "your security team signs off in days, not months."

Write the benefit as the line; keep the feature as the evidence beneath it.

```text
Bad  — "Includes SSO, SCIM provisioning, and audit logs."
Good — "Onboard a new hire in one click and prove who touched what in an audit —
         SSO, SCIM, and full audit logs handle the rest."
```

## Awareness stage changes how much you agitate

How much problem-agitation you do **before** the offer depends on traffic temperature:

| Traffic | Awareness | Copy move |
| --- | --- | --- |
| Cold (broad ad, first touch) | Problem-unaware / problem-aware | Lead with the problem, agitate, *then* offer (PAS/AIDA). They need to feel the pain first. |
| Warm (retargeting, email list, referral) | Solution-aware / product-aware | Go straight to the offer and proof. Re-agitating insults them and adds friction. |
| Hot (pricing page, "buy" intent) | Most aware | Minimal copy: offer, proof, CTA. Remove everything between them and the button. |

Match the framework to where the visitor is, not to a habit. A retargeting page that
re-explains the problem the visitor already knows loses them to impatience.
