The ABBA framework

This is a framework you can use when drafting copy to make sure you are maximizing your comms when talking to your audience.

About this resource

This is a framework you can use when drafting copy to make sure you are maximizing your comms when talking to your audience.
The ABBA framework is a copywriting technique that helps you structure your messaging to appeal to your audience’s emotions and persuade them to take action. The four steps of the framework are:

1. Attention: Grab your audience’s attention with an emotional hook

2. Bring Back: Remind your audience of a problem they are facing

3. Benefits: Highlight the benefits of your product or service

4. Ask: Make a clear and concise call to action
By following the ABBA framework, you can create copy that resonates with your audience and drives results.

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