Copywriting Frameworks

Start Here (Copywriting frameworks) Purpose AI-only routing system for marketing copy. Apply frameworks, do not teach them. Return usable copy, grounded in the user's facts and voice. Routing protocol Is there a draft or technical brief? Run the Manual-to-Offer filter: spot where the user is explaining how the product works rather than what it fixes. Translate raw features into reader stakes using the "So what?" test before drafting. Diagnose gap: If a draft exists, identify its single biggest friction point. Rewrite it directly. Do not annotate instead of writing. What asset is needed? Load exactly one segment document below. What is the reader state? Cold needs problem/promise/proof. Warm needs relevance, detail, and a clear next step. Existing users need activation or expansion. How much persuasion is required? Short asset: one sharp idea. Page/sequence: a complete argument. What is the goal? Conversion: choose a persuasive spine. Trust/education: choose a teaching or story spine. Need an opening? Load Headlines only when the segment's built-in options do not fit. Before delivery: run the compact QA below. Load Diagnostic Toolkit only if the failure is unclear. Each segment document is the source of truth for its frameworks. Route here first, then open only the matching document. Asset router & index Every document has a dedicated job. Open only the document that matches the user's specific asset request: User wants / Situation When to open this doc Open this note Website & Hero copy Writing homepages, hero sections, pricing tables, About pages, feature bullets, or site CTAs [[Landing Page & Website Copy Sales letters & Long-form Writing dedicated sales pages, webinar landing pages, VSLs, or high-ticket conversion pitches [[Sales Pages & Long-Form Direct Response Paid Ads Drafting Google Search ads, Meta/Instagram feed/story ads, X ads, or paid video hooks [[Ads (Paid Social & Search) Email campaigns Writing nurture sequences, lifecycle flows, cold outreach, promotional broadcasts, or subject lines [[Email Copy Social & Short-form video Creating Reels, TikToks, Shorts scripts, carousel text, or organic social captions [[Social Media & Short-Form Video Long-form content & SEO Drafting search-driven blog posts, educational articles, or answer-engine-optimized (AEO) guides [[SEO & AEO Content Copy Positioning & Brand voice Defining core value props, taglines, founder bios, brand voice rules, or testimonial phrasing [[Taglines, Positioning & Brand Voice Hooks & Headlines only Generating opening lines, scroll-stoppers, subject line angles, or testing alternate hooks [[Headlines & Hooks Draft feels flat / stuck Auditing broken copy, diagnosing why an offer isn't converting, or checking manual vs offer [[Diagnostic Toolkit Response shape & calibration Clarifying output structure, concise delivery rules, or reviewing calibrated examples [[Response Format Output benchmarks Checking gold-standard response examples across different marketing formats [[Sample Answers Response contract Diagnosis: one line, only if a draft or ambiguity warrants it. Framework: name one primary framework and why it fits, one line. Copy: provide the finished asset. Explanation must stay shorter than copy. Alternative: include one only when a materially different angle is equally strong. Compact QA Clear: product, audience, and outcome are immediately legible. Specific: claims name a mechanism, proof, or concrete outcome. Structured: every line advances the selected framework. Credible: no invented proof, false urgency, or unsupported claim. Actionable: one relevant, low-friction CTA. Context protocol Before drafting, infer from the prompt, conversation, notes, linked resources, and existing drafts. Do not ask for information already available. Prioritize: offer/product + CTA; audience + awareness/state; problem, desire, or trigger; mechanism/differentiator; proof/constraints; goal; channel + reader relationship; voice; prior campaign messages. If a missing detail would materially improve the result, ask up to 3 targeted questions, but still provide the best useful draft, answer, or direction using stated assumptions. Never stop at questions alone. Do not invent facts, proof, urgency, or customer insights. Operating limits Use the user's stated facts and inferred context; state consequential assumptions when needed. Match the requested channel, audience awareness, and brand voice. Prefer plain language. Cut jargon, filler, and generic superlatives. Never load the entire library by default.

Response Format Default response Use this only after routing from . The copy is the deliverable. Commentary is support. Diagnosis: [one line: mirror where the draft explained mechanics instead of reader desire, or name the single structural gap] Framework: [primary direct-response framework] because [why it fits] [finished copy] Alternative: [only if materially different and useful] Rules Diagnose before writing. Identify the real gap: unclear offer, weak opening, missing proof, poor structure, wrong audience state, or unclear CTA. Name one primary framework, then apply it. Do not lecture on mechanics. Rewrite, do not annotate. When given a draft, return a finished revision. Brief notes may follow, never replace it. Use one alternative at most. Include it only when it serves a different valid goal, such as pain-first versus aspirational. Match length to asset. A CTA gets options, not an essay. A sales page gets a full argument. Run QA silently. Use before handoff. What good means Specific to the user's audience, product, facts, and requested channel. Concrete enough to publish with minimal edits. Clear before clever. No fabricated testimonials, data, urgency, or customer language. Explanation remains shorter than copy. Ask a question only when The missing answer would materially change the output, such as audience, offer, proof, CTA, or channel. Otherwise make the strongest reasonable assumption and state it briefly.

Sample Answers Purpose Calibration examples for response quality and compact output. Load only when the quality bar or response shape is unclear. 1. Landing-page hero Request: Rewrite: “Cleve is an AI-powered knowledge management platform for knowledge workers.” Diagnosis: Feature-first and category-heavy. Cold traffic needs problem recognition before mechanism. Framework: PAS, because the product solves a recurring, costly frustration. Copy: You had the perfect answer three weeks ago. It is in a note somewhere. By the time you find it, the meeting is over or you have rebuilt the same thinking from scratch. Cleve remembers your context, so you can ask and move on. [Try Cleve free] Alternative: For a more aspirational audience, use BAB: “Before: scattered thinking. After: one place that knows what you mean. Bridge: Cleve.” 2. Reel script Request: Give me a Reel about why notes apps feel useless. Diagnosis: This needs a contrarian opening and a native-video payoff. Framework: Contrarian hook + Hook → Tension → Value → Payoff → CTA. Copy: 0 to 3s, hook: “Your notes app is not where ideas go to die. It is where they go missing.” 3 to 7s, tension: “Capturing an idea is easy. Finding it when it matters is the hard part.” 7 to 25s, value: “Most tools store notes. They do not understand the context between them.” 25 to 30s, payoff: “You do not need more notes. You need answers from the notes you already have.” CTA: “Save this if your best ideas are currently in witness protection.” 3. Win-back subject line Request: Write a subject line for lapsed users. Diagnosis: A win-back needs a new reason to return, not a sentimental nudge. Framework: Win-back subject pattern. Copy: What Cleve can do now that it could not when you left Alternative: Still rebuilding context from scratch? 4. Testimonial shaping Request: Improve: “Cleve has been really helpful for my work.” Diagnosis: The quote lacks a specific before-state or outcome. Do not fabricate one. Framework: TEASE + 4S. Copy template: “Before Cleve, I spent [time] finding [context] before [important moment]. Now I [new behavior/outcome].” [Name, role] Required follow-up if possible: Ask for the time saved, the moment it helped, and the old tool/workaround.

Landing Page & Website Copy Use for Heroes, homepages, pricing pages, About pages, feature/benefit sections, and CTAs. For a dedicated sales letter or high-ticket pitch, use . Framework selector Framework Use when Structure Application rule AIDA Default cold hero or short page Attention → Interest → Desire → Action Headline earns attention; make the reader recognize their situation; show outcome; give one next step. PAS Pain is named but not felt Problem → Agitate → Solution Agitate by making the cost concrete and immediate. Escalate, do not repeat. BAB Transformation, use case, testimonial block Before → After → Bridge Mirror specific details in before and after. Product is the bridge, in one line. FAB Features/pricing bullets lack meaning Feature → Advantage → Benefit Never stop at capability. End at what changes in the reader's work or life. Picture-Promise-Prove-Push Emotional/visual hero needs a scene Picture → Promise → Prove → Push Open with a recognizable moment, then earn the CTA with proof. Problem-Promise-Proof-Proposal Compact, evidence-led page Problem → Promise → Proof → Proposal Faster and more direct than Picture-Promise-Prove-Push. ACCA Buyer must be educated into belief Awareness → Comprehension → Conviction → Action Surface an unseen problem, explain it, establish solution belief, then ask. PAPA/AAPPA SaaS homepage for active comparison Reader benefit → How → Who → Proof → Pricing/CTA Answer “why this, why me, why now” in distinct blocks. Star-Story-Solution About, founder story, case study Star → Story → Solution Use a real protagonist, scenes and turning point. Do not turn it into a feature list. SLAP Low-friction offer or lead magnet Stop → Look → Act → Purchase Strong visual/headline, one reason to continue, one easy action, remove friction. 12-step page, compressed Long, story-led homepage, softer than sales letter Connection → Problem → Solution → Proof → Objections → Close Give each beat its own short section. For full depth, route to Sales Pages. Section-level concepts BGN-Go benefit bullets Use for a flat feature list. Classify each item: Best differentiator, Good expected strength, Necessary table stake. Lead with Best. Write each bullet as benefit-first, with feature/mechanism as proof. CTA and button formulas Formula Use when Shape RAD Checking a CTA Is the action required clear? Is what they acquire clear? Does it speak to desire? I want... Desire-led CTA I want [outcome] Get... Straightforward offer Get [asset/outcome] Friction-reduction microcopy A real objection blocks action No card required, Takes 2 minutes, only if true. Page assembly Hero: promise or problem, reader-specific subhead, one CTA. Relevance: show the reader's situation or use case. Mechanism: explain how it works, using FAB for feature blocks. Proof: testimonials, outcomes, examples, or credible constraints. Objections: answer the 1 to 3 strongest barriers. CTA: repeat the exact next step with reduced friction. Fast checks Hero passes the 5-second test: what it is, for whom, and why it matters. Every feature earns a benefit. Proof appears before a high-friction ask. Use only when the opening angle is still unresolved.

Sales Pages & Long-Form Direct Response Use for Sales pages, webinar registrations, premium offers, and any asset that needs a full persuasive argument. For ordinary website sections, use . Framework selector Framework Use when Structure Application rule PASTOR Default full sales page Problem → Amplify → Story → Transformation → Offer → Response Amplify through time, money, missed opportunity, and compounding cost. Story must earn the transformation. QUEST Sophisticated/skeptical buyer needs education Qualify → Understand → Educate → Stimulate/Sell → Transition State who it is and is not for. Teach a useful idea before the pitch. AICPBSAWN High-ticket page or webinar needs belief and urgency Attention → Interest → Credibility → Proof → Benefits → Scarcity → Action → Warn → Now Keep credibility and proof separate. Scarcity and “now” must be true. Bob Stone 7-step Direct but complete offer argument Promise → Expand → Specify → Proof → Loss → Recap → CTA Loss is honest consequence, not threat. Frank Egner 9-point AIDA is right but belief is weak AIDA with credibility beat + proof beat before Desire Use two distinct proof layers: authority/credibility, then concrete evidence. Power Copywriting Formula Highest-stakes, high-price funnel PASTOR plus repeated proof, objection, urgency beats Do not force all 36 steps. Use it as a coverage signal: high consideration needs more individual belief beats. Assembly rules State the promise early and make it specific. Build tension with real consequences, not melodrama. Explain the offer completely: deliverables, fit, price, terms, next step. Place proof beside the claim it validates. Handle objections before the final CTA. Use scarcity, urgency, and risk reversal only when true. Objection coverage At minimum, identify the strongest objections in these buckets: existing alternative, price/value, trust/proof, effort, timing, and fit. Answer only objections the buyer is likely to have. Handoff Use before delivery, especially for proof, claims, and CTA friction.

Ads (Paid Social & Search) Use for Google Search, Meta, Instagram, X, and other paid placements. Write for the placement and testing plan, not as a miniature landing page. Framework selector Framework Placement/use Structure Application rule AIU Google Search Attention → Interest → Urgency Mirror search intent, differentiate, then give a truthful reason to click now. ERERS Meta/Facebook primary text Emotional → Rational → Emotional → Rational/Social proof Alternate feeling and logic. One line per beat. Loud, Relevant, Engaging Creative-copy brief Scroll stop → audience match → invite reaction Visual/hook stops alone; copy is specific to targeting; ending prompts a response, not a flat statement. Claim → Benefit → Persuasion → Compliance Meta/Instagram claim-first ad Objective claim → reader benefit → proof/urgency → policy check Claims must be substantiated and policy-safe. USP + CTA + descriptive path Search ads USP headline → benefit/proof description → aligned URL path Repeat one promise across every field. Statistic/quote + link X/character-limited placement Compressed proof → link The proof line must do the persuasive work alone. Compressed PAS/AIDA Under 150 characters One clause per step Preserve progression, not all the words. Meta creative brief Hook: first line and first visual must each work alone. Primary text: one reader problem, one promise, one proof/mechanism, one CTA. Visual: demonstrates, dramatizes, or contrasts the claim. Do not decorate it. Compliance: no invented results, personal-attribute targeting, or fake urgency. Test unit For one audience and offer, generate 3 hooks × 2 primary-text variants × 2 visual concepts. Hold all other variables steady. Label every variation with one hypothesis. Variable Variants Test question Hook pain, outcome, contrarian Which entry angle earns attention? Primary text emotional-first, proof-first Does this audience need resonance or belief first? Visual product demo, problem/outcome scene Does showing mechanism beat showing consequence? Do not change hook, text, visual, audience, and offer at once. Learn one thing per test. Handoff Use for more opening angles. Use for claim and clarity checks.

Email Copy Use for Campaign emails, nurture sequences, lifecycle flows, and subject lines. Each email advances one message, not a repeated feature list. Framework selector Framework Use when Structure Application rule Compressed AIDA/PAS/BAB Standalone campaign Page framework in 1 to 2 lines per beat Use a clear opening and one message/CTA. PASOP Nurture where each send opens the next Problem → Agitate → Solution → Outcome → new Problem Outcome is proof. New problem must be real and becomes the next email's hook. 6+1 Mid-funnel nurture/webinar invite Context → Attention → Desire → Gap → Solution → CTA → P.S. P.S. gets a second angle or real urgency, not filler. 5-part drip Trust must precede pitch Greeting → case study → personal story → different case study → soft sell The case studies must prove different things. String of Pearls Launch or thought-leadership series One proof point per email, building to CTA Order from supporting proof to strongest proof. 6-touch adoption nurture New or converted users need habit/value First use → first win → sticking point → deeper feature → similar-user proof → expansion Trigger by behavior, not a generic “how's it going?” cadence. Lifecycle maps Use lifecycle maps when the task is a flow, not a single send. Every flow needs an entry trigger, success event, and exit rule. Flow Entry Job Success event Exit Trial onboarding Signup Set expectation, reach first use First meaningful action Activated or trial ends Activation Signed up but stalled Remove the next friction Core value action Activated or suppress after limit Post-purchase/adoption First value action or paid conversion Build habit, deepen use Repeat value or feature adoption Mature user/upgrade path Win-back Inactive for defined period Give a concrete reason to return Re-engagement or value action Re-engaged or suppress after limit Subject-line patterns Pattern Shape / use Report The state of [topic] in [year], for genuine research/data. Data/stat A real, specific number. How-to Literal promise, not cleverness. Inquiry A real reader question. Endorsement Third-party quote or name, with permission/context. Open loop The thing nobody tells you about [topic], closed quickly in body. Empty suitcase Broad curiosity claim such as This changes everything, use sparingly. Announcement Introducing... or Now available..., with concrete news. Scarcity Real time or supply constraint only. Punctuator/Shorty Unusual punctuation or 1 to 3 words, for pattern interruption. Win-back Name the new reason to return, never just “we miss you.” Rules Match subject promise to body payoff. One email, one primary idea and CTA. Sequence emails must escalate or progress, not paraphrase one another. For final QA, use .

Social Media & Short-Form Video Use for Reels, TikToks, Shorts, captions, and product-led short video. Make native video, not a blog post read aloud. Default script Hook → Tension → Value → Payoff → CTA is the default backbone. Write the output as one continuous, natural spoken script, not a beat-by-beat outline. Only add visual direction if the user requests it. Beat Job Hook Stop the scroll with a clear claim or contrast. Tension Create an unanswered question by naming the cost, gap, or problem. Value Deliver the promised insight, example, or demonstration. Payoff Land on one memorable, repeatable conclusion. CTA Direct one clear next action. Choose a hook Mistake: “Most people get [X] wrong because [Y].” Result: “If you want [X], do this first.” Contrarian: “You do not need [X]. You need [Y].” Warning: “Do not [X] until you [Y].” Curiosity: “The reason [X] happens is not what you think.” Choose a script format Format Use when Mistake → Fix Educational correction Before → After → How Real transformation Myth → Reality Opinion or reframe Problem → Demo → Benefit Product can be shown on screen Hook → scene beats → voiceover payoff Faceless/B-roll video Moment → Tension → Lesson Founder or personal story CTA convention Reach: ask for comment or share. Value: ask to save. Audience building: ask to follow for a specific topic. Conversion: ask to click, DM, or try one clear offer. Caption structures Hook-Line-Sinker: hook → context → payoff → CTA. Story arc: moment → tension → resolution → soft CTA. Related resource : Read this before drafting when you need to choose or sharpen the opening hook. For every video format, write a continuous, natural script by default. Use labels or visual direction only when the user asks for them.

SEO & AEO Content Copy Use for Articles and page copy designed to satisfy search intent and be usable by answer engines. Keyword research belongs in the SEO research workflow, not here. Default article architecture Confirm search intent and audience question. Open with a direct answer, then explain it. Use question-based H2s and H3s that match the reader's next question. Make each section independently understandable. Support claims with specifics, examples, evidence, and clear product naming. End with the appropriate next step, not a generic CTA. Writing rules Technique Apply when Rule Direct answer first Every substantive section First sentence answers the heading's question. Question headings Article structure Use the query a reader would actually ask. Self-contained blocks All long-form content No dependency on “as mentioned above.” FAQ blocks Repeated, extractable questions One complete Q&A, 2 to 4 sentences. Specificity Claim sounds generic Replace abstractions with named mechanism, number, date, or example. Schema pairing FAQ, Article, or HowTo is used Copy must match the schema's real structure. Credibility framing Trust matters Name genuine author, expertise, sourcing, and limits. Naming consistency Product/feature appears Use the same canonical term everywhere. Persuasion inside content Use PAS for a problem-led introduction and BAB for a transformation bridge inside a section. Do not turn the entire article into a sales page. Checks A reader scanning only headings and first sentences gets the answer. Every important claim has support or clear qualification. The article solves the query before selling the product. Use for final clarity and filler checks.

Taglines, Positioning & Brand Voice Use for Positioning statements, taglines, brand-voice decisions, testimonials, and case-study proof. Use when the job is page structure. Positioning system Canonical positioning statement For [specific audience] who [recurring problem], [product] helps them [desired outcome] without [old workaround]. Use this to test consistency, not as customer-facing copy by default. A positioning statement can be revised when audience, category, or evidence changes. Current Cleve example For knowledge workers managing context across projects, Cleve helps them stay on top of their work without spending hours finding documents and rebuilding context. This is an example to adapt, not a universal premise for other brands. Positioning checks Audience is narrow enough to recognize themselves. Problem recurs and is costly enough to matter. Outcome is desired, observable, and distinct from the mechanism. “Without” names the real incumbent workaround. Other copy ladders into this claim, unless intentionally testing a new positioning. Tagline concepts Concept Use when Shape Constraint Functional outcome Category clarity matters [Outcome] without [old pain] Best for cold audiences. Category of one Crowded existing category A new kind of [category] that [difference] Familiar category first, differentiation second. Zen/philosophical Brand has earned context The [quality] of [category] Evocative, not explanatory. Proof-led Skepticism is high [Specific audience/result] with [product] Proof must be real. Direct address Identity-led community For [audience] who [belief/desire] Make identity specific, not flattering fluff. Testimonial frameworks Before-After-Experience Use when a raw quote contains a credible transformation. Before state → after state → experience of the product as bridge TEASE + 4S Use when a raw quote is vague or long. 4S: Specific, Short, Sizzling, Signed. TEASE: Tactful, Emphasize the real strength, Authentic, Short, Engaging. Never invent a number, comparison, outcome, or attribution. Ask for it. Star-Story-Solution Use when proof needs a narrative case-study arc rather than a quote. Specific protagonist → struggle and turning point → earned solution Voice system A voice guide must specify: Audience relationship and desired effect. Traits, with behavioral definitions. Banned defaults, jargon, clichés, and claims. Preferred vocabulary, syntax, sentence rhythm, and level of directness. Paired examples: “sounds like” versus “does not sound like.” Vague labels such as “friendly but professional” are not enough.

Headlines & Hooks Use for The opening line of any asset. Select by reader state and job, then make it specific to the offer. Do not use a pattern as a substitute for a clear promise. Pick a bucket Job Use when Curiosity Cold casual attention, provided the next line pays it off. Direct promise Reader knows the problem and wants a path. Proof & credibility Skepticism is the main barrier. Fear & urgency Reader is complacent or missing a costly problem. Identity & aspiration Niche, premium, founder, or community-driven audience. Numbers & structure Content is genuinely scannable or evidence-led. Minimal punch Visual/context already conveys the category. Pattern bank Curiosity Pattern Shape Secret/exclusive What [experts] do not want you to know Hidden discovery [N] [outcomes] hiding in your [industry] Open loop Incomplete information that the next line resolves. Empty suitcase This changes everything, use sparingly. Vague curiosity You probably [surprising statement] Novelty A new kind of [X] that [outcome] Little-known ways [N] little-known ways to [outcome] Direct promise Pattern Shape How-to How to [outcome] without [pain] How I/it changed How [product] changed [result] Guide The ultimate guide to [outcome] or The lazy person's guide to [topic] Ease The easy way to [outcome] Give-me-time Give me [time] and I will [outcome] Build/create/get Build [desired thing] you can be proud of Direct description The [product category] for [specific audience] Proof & credibility Pattern Shape Who else wants Who else wants [outcome]? Authority borrow Do [X] like [expert], without [pain] Comparison [A] vs [B]: [specific distinction] Report/breaking New report: [specific finding] Study claim What [study/source] found about [outcome] Testimonial [Customer quote with outcome] Multi-part proof In [time], [N] [audience] used [product] to [outcome] Fear & urgency Pattern Shape Warning Warning: are you [undesired outcome]? Are-you-still Are you still [old behavior]? Mistake callout [N] mistakes [audience] make when [job] Early signs [N] signs of [undesired outcome] Stop/start Stop [old behavior]. Start [better behavior]. Contrast [Product] will not [expected feature]. It will [valuable difference]. Pitfall story The small mistake that cost [person/company] [loss] Identity & aspiration Pattern Shape Direct address For [audience] who will not settle for [outcome] Imagine Imagine [desirable outcome] Emotional truth The ugly truth about [topic] Zen/philosophical The [quality] of [category] Shared passion Passionate about [niche]? We are too. Invitation Will you help us [desired action]? Ogilvy-style It is [emotion] to [action] without [product] Numbers, minimal punch, and story Listicle: [N] ways to [outcome] Statistics: [N] [niche] statistics that matter to [audience] Lessons: [N] lessons from [event] One to four words: only with strong supporting visual/context. Compressed PAB: feature + advantage + benefit in a phrase. Narrative teaser: They laughed when [action]. Then [turn]. Use mainly for founder/personal stories. Selection rules Cold + unaware: curiosity or problem, then explain quickly. Cold + problem-aware: direct promise or PAS opening. Skeptical: proof or comparison. Warm audience: specificity beats cleverness. Strong visual: minimal punch can work. Without a strong visual, it usually cannot. Subject line: use for inbox-specific rules. Reject a headline if It could describe any product. It makes a claim the body cannot prove. It withholds the point without creating real curiosity. It does not make the next line easier to write.

Diagnostic Toolkit Use for A final pass on any copy, or when the draft feels wrong but the cause is unclear. Fix structural failures before line edits. Diagnose in this order Offer: Is the product, audience, outcome, and next step clear? Opening: Does the headline/hook earn the next line? Spine: Does a framework create progression, or is this a feature list? Belief: Is there sufficient proof and objection handling? Execution: Is it concise, specific, scannable, and channel-appropriate? Checks Check Ask Fix Manual vs. Offer Does it explain mechanics instead of desire? Ask "So what?" on each feature; rewrite as the reader's stakes. Four Cs Clear, Concise, Compelling, Credible? If 2+ fail, return to framework/offer. 5-second clarity Can a stranger name product, audience, benefit? Replace clever/vague opening. Specificity Are claims abstract? Add mechanism, number, example, or remove claim. Objections Does it answer the likely “yes, but”? Add truthful proof, comparison, risk reversal, or constraint. Benefit/fascination Do bullets create desire, not restate features? Run FAB and order strongest benefit first. Rhythm Does it sound stiff aloud? Cut filler, vary sentence length, one idea per sentence. Redundancy Does any line repeat rather than advance? Delete or merge. Scan/mobile Does it work for headline-only skimming? Strengthen headers, first lines, and CTA. Escalation Unclear promise: use the relevant segment document. Weak headline: use . Feature-heavy benefits: use FAB in . Weak proof or long argument: use .