3 Copywriting Frameworks to Convert Cold Traffic into Warm Leads

While enjoying a morning walk through the streets of Boston, Darrell Evans, co-founder and CEO of Yokel Local, shared insights into the art of cold copywriting—specifically on platforms like Facebook and Instagram.

He discussed three proven frameworks that help turn cold prospects—individuals unfamiliar with your brand—into engaged leads.

Let’s dive into these frameworks and learn how they can elevate your cold advertising game.

What is a Lead in Cold Advertising?

Before exploring the frameworks, it's important to define what a lead is in the context of cold advertising. Darrell explains that a lead is someone who recognizes a problem they want to solve.

This doesn’t mean they’re ready to purchase immediately, but they’ve acknowledged a pain point. Effective lead generation, especially from cold traffic, guides potential customers through a process where they become fully aware of their issues, explore solutions, and eventually opt for the best one.

Framework 1: AIDA - Attention, Interest, Desire, Action

The AIDA framework is a timeless copywriting strategy, and it remains highly effective in cold advertising. Here’s how it works:

• Attention: First, grab the viewer’s attention with a captivating headline or visual. Your ad must stand out to make them stop scrolling.
• Interest: After securing attention, maintain it by presenting content that resonates with the viewer’s interests or pain points.
• Desire: Build desire by highlighting the unique benefits of your offering. Emotional triggers and clear advantages make the product or service more appealing.
• Action: Finally, guide the viewer toward taking action, whether it’s signing up for a newsletter, downloading a resource, or making a purchase. A clear and compelling call-to-action (CTA) is essential.

Framework 2: PAS - Problem, Agitate, Solve

Darrell's preferred framework is PAS due to its straightforward and impactful nature. Here's how it functions:

• Problem: Begin by addressing the problem your target audience is facing. This acts as a hook, drawing the reader in by making them recognize their own struggles.
• Agitate: Intensify the problem by highlighting the consequences of not addressing it. This step stirs emotions, making the reader uneasy with their current situation.
• Solve: Present your product or service as the ideal solution to their problem. Emphasize how it alleviates their pain points and why it's the best choice.

For advanced copywriters, Darrell suggests adding an extra step: Excite. Here, paint a vivid picture of how much better life will be after their problem is solved, offering extra motivation to take action.

Framework 3: BAB - Before, After, Bridge

The BAB framework is highly effective due to its storytelling approach, which draws readers in emotionally. Here’s how it unfolds:

• Before: Describe the current state of your target audience, including their pain points or struggles. This step makes your message relatable and relevant.
• After: Show them a future where their problem is resolved, highlighting the benefits of using your product or service. This creates a powerful vision of transformation.
• Bridge: Finally, explain how your offering bridges the gap between their current and desired states. This makes the solution logical and emotionally compelling.

Leveraging AI for Copywriting

A key insight from Darrell is how AI can be a game-changer in copywriting. Tools like ChatGPT, Claude, and Gemini can assist in generating effective ad copy, even for those with limited writing experience.

By providing clear instructions—such as your target audience, the problem, and the desired framework—AI can produce drafts that you can further refine for your campaigns.

Conclusion: Choosing the Right Framework

There's no single "best" framework for every campaign, as effectiveness can vary based on your audience and context. Darrell advises testing different frameworks early in your campaigns to identify what resonates most.

By using these established frameworks, and integrating AI tools into your workflow, transforming cold prospects into warm, engaged leads becomes an attainable goal.

The next time you’re crafting an ad, remember to incorporate these frameworks into your strategy.

Doing so will not only improve your copywriting but also increase your conversion rates, moving you closer to your business growth and success.

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Thanks for listening,

Darrell