The key to successfully using generative AI is to create prompts that clearly ask for output that fits your needs. Popular copywriting frameworks can significantly improve the quality of your AI-generated content by giving your prompts a clear structure and focus.
In this post, we look at some popular copywriting frameworks and how they can be used to generate copy in Claude. (The prompts will work in other LLMs — I’m just using Claude for them all to provide an example of how changing your prompting language changes the results.)
All of the topics are the same in this demonstration so you can more accurately compare how the different prompts change the approach the AI takes to generate the content. When you’re writing copy for yourself or for a client, you should choose the framework that best matches your specific end goal.
I wouldn’t use any of these examples exactly as written, but several have promise as solid first drafts. With a few tweaks, they’d be better than the vast majority of small business product descriptions I’ve seen in the past.
1. AIDA (Attention, Interest, Desire, Action)
The AIDA framework was popularized by American advertising and sales pioneer Elias St. Elmo Lewis in the late 19th century. He introduced the model in 1898 as part of his work on salesmanship and advertising techniques. Lewis’s AIDA model was designed to describe the steps a potential customer goes through when responding to an advertisement, and it has since become a foundational concept in marketing and advertising strategies. Over the years, it has been refined and adapted to various marketing approaches but remains a classic structure for crafting effective messaging.
Write a product description for a handmade charcuterie board using the AIDA framework. Personalization is free.
Output Focus:
- Attention: Captivating headline or opening line.
- Interest: Highlight features or benefits.
- Desire: Show emotional or practical benefits.
- Action: Clear call to action (CTA).
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Every memorable party has a centerpiece that draws people together. Handcrafted from premium North American walnut, our artisanal charcuterie board turns simple moments into lasting memories. Each board’s unique grain pattern tells its own story, making yours truly one-of-a-kind.
What makes this board exceptional:
- Rich, sustainable walnut wood with natural antibacterial properties
- Generous 20″ × 12″ surface perfect for entertaining 6-8 guests
- Deep juice groove prevents spills and mess
- Integrated handles for easy carrying
- Complimentary personalization – add your family name or special date
- Food-safe finish that enhances wood’s natural beauty
Imagine hosting your next gathering with this conversation starter at its heart. Watch as friends gather around, sharing stories over carefully arranged cheeses and cured meats. The board’s smooth, hand-sanded surface provides the perfect stage for your culinary creativity, while its substantial weight speaks to its quality and craftsmanship.
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- Gift packaging
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2. PAS (Problem, Agitation, Solution)
The Problem-Agitate-Solution (PAS) framework for copywriting aligns with Aristotle’s principles of rhetoric—ethos (credibility), pathos (emotional appeal), and logos (logic). It addresses pain points, emphasizes their impact, and presents your product/service as the solution.
Write a product description for a handmade charcuterie board using the PAS framework. Personalization is free.
Output Focus:
- Problem: Identify a common pain point.
- Agitation: Explain the consequences of ignoring the problem.
- Solution: Provide the product/service as the answer.
Transform Your Entertaining From Stressful to Stunning
Ever noticed how plastic serving trays cheapen the look of your carefully curated appetizers? Or struggled with flimsy boards that wobble when guests reach for that perfect cheese slice? Mass-produced serving ware not only diminishes your presentation but can actually harbor harmful bacteria in their scratches and crevices over time.
Don’t let subpar serving pieces undermine your hosting efforts. When you’ve spent hours selecting the perfect cheeses and meats, the last thing you want is guests hesitating to dive in because your presentation looks amateur. Those disposable plastic trays and cheap bamboo boards aren’t just an eyesore – they’re costing you the sophisticated entertaining experience you deserve.
Introducing our Heirloom Walnut Charcuterie Board: The centerpiece that elevates every gathering.
Handcrafted features that solve common entertaining challenges:
- Premium North American walnut naturally resists bacteria
- Substantial 20″ × 12″ surface prevents overcrowding
- Engineered juice groove keeps your table mess-free
- Integrated handles for confident carrying
- Free personalization makes it uniquely yours
- Food-safe finish that ages beautifully
Your guests will naturally gather around this conversation-starting piece, drawn to its professional-grade presentation surface. Each board’s unique grain pattern tells its own story, while the complimentary personalization makes it a true family heirloom.
🎁 Complete Entertainment Solution Includes:
- Your personalized walnut board
- Care guide for generations of use
- Premium gift packaging
- 30-day satisfaction guarantee
Investment: $129 (includes free personalization)
→ Click to transform your entertaining experience
Limited holiday stock available – secure yours now for delivery within 2 weeks.
3. FAB (Features, Advantages, Benefits)
The FAB framework is a sales and marketing tool designed to help businesses effectively communicate the value of their products or services. This approach emphasizes not just what a product is (features), but why it matters (advantages) and how it impacts the customer (benefits). The framework traces its origins to the mid-20th century, when the focus in sales began shifting from product-centric pitches to customer-oriented storytelling.
Write a product description for a handmade charcuterie board using the FAB framework. Personalization is free.
Output Focus:
- Features: Describe what the product does.
- Advantages: Explain why it’s better.
- Benefits: Show how it improves the user’s life.
Elevate Your Entertaining: The Artisan Walnut Charcuterie Board
Key Features:
- Hand-selected North American walnut construction
- Spacious 20″ × 12″ serving surface
- Precision-carved juice groove
- Integrated carrying handles
- Complementary personalization
- Food-grade mineral oil finish
- Handcrafted by master woodworkers
Distinct Advantages:
Superior to mass-produced alternatives:
- Natural walnut’s antibacterial properties outperform plastic or bamboo
- Deeper juice grooves prevent more spills than standard boards
- Sturdier construction eliminates wobbling during service
- Premium wood grain patterns create unique visual appeal
- Personalization included (unlike competitors’ $20-30 charge)
- Properly seasoned wood resists warping and cracking
Real-Life Benefits
Entertaining Excellence:
- Confidently serves 6-8 guests
- Creates an instant gathering point
- Elevates presentation of any spread
- Makes hosting effortless and elegant
Long-Term Value:
- Becomes a cherished family heirloom
- Grows more beautiful with age
- Maintains its quality for decades
- Adds sophistication to any setting
Peace of Mind:
- 30-day satisfaction guarantee
- Expert care instructions included
- Gift-ready packaging
- Made in small batches for quality control
Your Investment: $129 (includes personalization)
→ Order now for delivery within 2 weeks
🎁 Special Holiday Offer:
Complete your purchase today and receive our exclusive charcuterie arrangement guide – a $25 value, yours free.
Make every gathering memorable. Order your personalized board today
4. 4U Formula (Urgent, Unique, Useful, Ultra-Specific)
The 4U Formula is a copywriting technique developed to craft compelling, high-converting headlines and messages. It gained prominence in direct-response marketing, where immediate action is often the goal. Over time, the 4U approach evolved into a structured framework widely adopted in digital marketing, email campaigns, and sales pages, where brevity and impact are paramount.
Write a product description for a handmade charcuterie board using the 4U Formula. Personalization is free.
Output Focus:
- Urgent: Time-sensitive wording.
- Unique: What sets it apart.
- Useful: Clear value for the reader.
- Ultra-Specific: Detailed benefits.
🚨 LIMITED TIME OFFER: Order by December 15th to guarantee delivery for holiday entertaining! Each board is handcrafted just for you.
Transform Your Entertaining Game with Our Artisanal Black Walnut Charcuterie Board
Unlike mass-produced serving pieces, each 24″ x 12″ board is handcrafted from sustainably sourced American Black Walnut, featuring your choice of personalized engraving (a $45 value, included free). The wood’s natural variations ensure no two boards are identical.
Why This Board Elevates Your Hosting Experience:
- Food-safe mineral oil finish brings out the walnut’s rich chocolate hues while protecting your investment
- Ergonomic carrying handles carved seamlessly into the design
- Deep juice groove (1/4″ depth) contains messy cheeses and fruits
- Reversible design: one side for serving, one side for cutting
- Stabilizing rubber feet prevent slipping on any surface
Specifications That Matter:
- Premium 1.5″ thickness for stability
- Serves 8-12 guests comfortably
- Includes care instructions and food-safe mineral oil for maintenance
- Handwashing recommended
- Crafted in small batches in our Portland workshop
5. Storytelling Framework (Hero’s Journey)
The Storytelling Framework (Hero’s Journey) transforms your customer into the hero of a compelling narrative, with your product or service playing the crucial role of the wise guide or magical tool that helps them overcome their challenges. This framework works because it taps into the universal human appreciation for stories while positioning your offering as the essential tool in your customer’s journey to success.
Write a product description for a handmade charcuterie board using the FAB framework. Personalization is free.
Output Focus:
- Identify the user’s “ordinary world” (current struggle).
- Present the “call to adventure” (your product/service).
- Guide them to transformation.
Picture this: You’re hosting another dinner party, arranging crackers and cheese on that mass-produced plastic serving tray from the discount store. Your guests politely compliment the spread, but you know it lacks that wow factor that turns a gathering into an unforgettable experience.
Introducing our Artisanal Black Walnut Charcuterie Board – where every gathering becomes a story worth sharing. Handcrafted from sustainable American Black Walnut, each 24″ x 12″ board isn’t just a serving piece; it’s your passport to becoming the host everyone talks about.
Features → Advantages → Benefits:
Handcrafted Design
→ Every board has unique grain patterns and color variations
→ You’ll own a one-of-a-kind conversation piece that guests will notice and admire
Free Personalized Engraving
→ Add your family name or a meaningful date
→ Transform an elegant serving board into a cherished family heirloom
Premium Construction
→ 1.5″ thickness with ergonomic handles and juice grooves
→ Serve confidently without wobbling or mess, while easily transporting from kitchen to table
Your transformation begins the moment your board arrives, complete with care instructions and food-safe mineral oil. Soon, you’ll find yourself creating Instagram-worthy spreads that draw admiring glances and inspire guests to gather around, share stories, and create memories worth preserving.
Ready to elevate your entertaining style? Order now for holiday delivery and join the ranks of hosts who turn simple gatherings into unforgettable experiences.
6. The 5 Cs (Clear, Concise, Compelling, Credible, Customer-Centric)
Rooted in principles of effective communication, the 5 Cs emphasize the importance of connecting with customers by balancing logic and emotion while maintaining authenticity. Widely used in content marketing, advertising, and public relations, this framework helps businesses craft messages that resonate, build trust, and drive action. Its holistic focus on clarity, persuasion, and relevance makes it an enduring tool in both traditional and digital communication strategies.
Write a product description for a handmade charcuterie board using the 5Cs framework. Personalization is free.
Output Focus:
- Clear: Simplify wording.
- Concise: Eliminate fluff.
- Compelling: Make it engaging.
- Credible: Add social proof or stats.
- Customer-Centric: Speak to their needs.
Handcrafted Walnut Charcuterie Board – Your Perfect Entertaining Companion
“This board has transformed how we entertain. Our guests always ask where we got it!” – Sarah M., Verified Buyer ⭐⭐⭐⭐⭐
What You Get:
- Premium North American walnut board (20″ × 12″)
- Built-in juice groove
- Ergonomic carrying handles
- Free personalization
- Food-safe finish
Why It’s Special:
- Crafted by 3rd-generation woodworkers
- Each board unique (no two grain patterns alike)
- Serves 6-8 guests comfortably
- 98% of customers rate it 5 stars
- Featured in “Home & Entertainment Weekly”
Built to Last:
- Natural antibacterial properties
- Won’t warp or crack
- Gets better with age
- 30-day guarantee
- Care guide included
“Best investment for our kitchen this year. It’s both beautiful and practical.” – James T., Verified Buyer
Quick Facts:
- Price: $129 (includes personalization)
- Delivery: 2 weeks
- Gift packaging included
- Limited holiday stock
- Made in small batches
Join 10,000+ happy hosts who’ve chosen our boards. Order yours today.
“As a professional chef, I recommend these boards to all my clients. The quality is unmatched.” – Chef Maria Rodriguez, James Beard Award Finalist
→ Order now for holiday delivery
7. Before-After-Bridge (BAB)
The Before-After-Bridge (BAB) framework is designed to illustrate a transformation, capturing the audience’s attention by highlighting their current problem (Before), presenting a desirable outcome (After), and positioning the solution as the bridge between the two. Rooted in persuasive storytelling, BAB has been a staple in advertising and marketing since the mid-20th century.
Write a product description for a handmade charcuterie board using the BAB framework. Personalization is free.
Output Focus:
- Before: Describe the problem or undesirable state.
- After: Paint a picture of the ideal outcome.
- Bridge: Show how your solution makes the transformation possible
Transform Your Entertaining from Ordinary to Extraordinary
Before: The Hosting Challenge
You’ve been there – scrambling to arrange appetizers on mismatched plates, trying to make your spread look Instagram-worthy but falling short. Generic serving boards leave your carefully selected meats and cheeses looking uninspired, while flimsy platforms risk embarrassing spills. Worst of all, your beautiful charcuterie creation gets lost among forgettable serving pieces that lack personality.
After: Elevate Every Gathering
Picture your next gathering: Guests cluster around your stunning artisanal board, admiring both the delicacies and their canvas. Your perfectly arranged prosciutto, aged cheddar, and fresh figs rest on a conversation piece that’s as much art as it is function. The compliments flow as freely as the wine, and your board becomes the heart of lasting memories.
Artistry Meets Function
Our handcrafted charcuterie boards transform your entertaining vision into reality. Each board is lovingly created from sustainable hardwoods, featuring:
- Deep juice grooves that keep your table pristine
- Generous 24″ x 16″ surface that comfortably serves 8-10 guests
- Unique grain patterns that make every board one-of-a-kind
- Food-safe finish that enhances the wood’s natural beauty
- Optional personalized engraving to make it uniquely yours
Made with meticulous attention to detail by master woodworkers in our Portland studio, each board represents over 15 years of woodworking expertise. Mass-produced boards can’t match the quality, character, and craftsmanship of hands-on artistry.
Experience the difference that comes from proper wood selection, careful construction, and hand-finishing techniques that ensure your board will be treasured for generations. Select your preferred hardwood (maple, walnut, or cherry) and optional personalization to create a piece that reflects your style.
- Each board comes with our lifetime craftsmanship guarantee and care instructions to keep it beautiful for years to come.
- Personalization available at no extra charge – add names, dates, or a special message up to 50 characters.
- Starting at $189
- Free shipping within continental US
- Ships within 5-7 business days
8. ACCA (Awareness, Comprehension, Conviction, Action)
The ACCA (Awareness, Comprehension, Conviction, Action) framework was pioneered by Robert Collier in the 1930s as part of his influential work in direct response marketing and advertising. Unlike many contemporary “hard-sell” approaches of his era, Collier believed in first building awareness of a problem or desire, then helping prospects comprehend the solution, developing conviction through proof and credibility, and finally providing a clear path to action. What made this framework revolutionary was its focus on emotional and psychological engagement rather than just product features. While similar to modern frameworks like AIDA (Attention, Interest, Desire, Action), ACCA places particular emphasis on building understanding and trust before asking for commitment.
Write a product description for a handmade charcuterie board using the ACCA framework. Personalization is free.
Output Focus:
- Awareness: Present the problem.
- Comprehension: Explain the solution.
- Conviction: Build trust with proof.
- Action: Clear next step.
AWARENESS
Picture this: You’re hosting a dinner party, and your beautiful meats, cheeses, and accompaniments are scattered across mismatched plates and cutting boards. Not only does it look chaotic, but you’re constantly shuffling things around to make space. The worst part? Those mass-produced plastic boards can trap bacteria in their scratches and leave your carefully curated spread tasting like… well, plastic.
COMPREHENSION
Introducing our Artisan Walnut Charcuterie Board – handcrafted from sustainably sourced American Black Walnut. This elegant 24″ x 16″ serving piece features built-in compartments for olives and nuts, a dedicated cheese well, and smooth channels that guide juice away from your dry ingredients. Each board is finished with food-safe mineral oil and beeswax, bringing out the wood’s natural antimicrobial properties while highlighting its unique grain patterns.
CONVICTION
Just ask Sarah from Portland, who says: “This board isn’t just functional – it’s become a conversation piece at every gathering. The craftsmanship is incredible, and I love that each board has its own unique wood grain pattern.” Our boards are crafted by master woodworker James Miller, whose work has been featured in Bon Appétit and Food & Wine. We’re so confident in our craftsmanship that each board comes with a lifetime guarantee against warping and splitting.
ACTION
Order your custom charcuterie board today, and we’ll engrave it with your choice of text or design at no extra cost. Whether it’s your family name, a special date, or a meaningful phrase, make this piece truly yours. Click “Add to Cart” now – we typically sell out of our small-batch boards within days of each release.
9. Problem-Solution-Benefit
The Problem-Solution-Benefit framework emerged in the mid-20th century as advertising agencies sought more structured approaches to persuasive copywriting, though its core principles can be traced back to ancient rhetoric. Pioneered by advertising legends like David Ogilvy and widely adopted during the golden age of Madison Avenue, the PSB framework proved particularly effective because it mirrors the natural way humans process information and make decisions: we recognize a problem, seek a solution, and imagine how our lives will improve.
Write a product description for a handmade charcuterie board using the Problem-Solution-Benefit framework. Personalization is free.
Output Focus:
- Problem: Define what’s wrong.
- Solution: Offer your product/service.
- Benefit: Show how it improves the user’s life.
Problem:
Tired of serving appetizers on plain plates that make your carefully curated meats and cheeses look uninspired? Generic serving boards don’t showcase your culinary creativity, and most mass-produced options lack the warmth and character needed for memorable entertaining.
Solution:
Introduce the Artisan Heritage Charcuterie Board – a stunning piece handcrafted from sustainable hardwoods. Each board is uniquely patterned with natural wood grain and can be personalized with your family name, special date, or custom message at no additional cost. Measuring 20″ x 12″, its generous surface features a juice groove, built-in serving wells for nuts and olives, and a hidden drawer for cheese knives.
Benefit:
Transform every gathering into an Instagram-worthy event where your charcuterie spreads become conversation pieces. Your personalized board becomes a cherished family heirloom that tells a story – whether it’s celebrating your wedding date or commemorating a special moment. As you serve guests on this one-of-a-kind piece, you’re not just presenting food; you’re creating an experience that elevates everyday moments into lasting memories. Plus, the practical design features mean less cleanup and easier entertaining, giving you more time to enjoy with your guests rather than fussing in the kitchen.
10. Hook-Story-Offer
The framework addresses the diminishing attention spans of modern audiences by leading with a powerful “pattern interrupt” hook (often a surprising claim, statistic, or question) that stops scrollers in their tracks. The story component builds credibility and emotional connection through relatable narratives, often using the archetypal hero’s journey structure where the storyteller overcame similar challenges to those facing the audience. Finally, the offer is presented not just as a product or service, but as a transformational opportunity, with the previous story serving as proof of its effectiveness.
Write a product description for a handmade charcuterie board using the Hook-Story-Offer framework. Personalization is free.
Output Focus:
- Hook: Attention grabber
- Story: Engaging narrative
- Offer: Clear proposition
HOOK: “When a Silicon Valley tech executive offered me $400 for my ‘display piece’ during a farmers market, I had to explain it wasn’t for sale – it was just meant to showcase my meats and cheeses. That’s when I realized these boards were something special.”
STORY: Every one of these charcuterie boards tells its own story, born from a single slab of rescued walnut wood that once stood tall in California’s wine country. For three generations, my family has worked with local arborists to salvage fallen trees, transforming them into heirloom pieces. Each board spends six months air-drying in our workshop before being hand-shaped and finished with our signature blend of food-safe oils. The wood’s natural grain patterns – swirling like rivers through the dark walnut – create unique serving spaces that turn even simple snacks into artistic presentations.
OFFER: Elevate your entertaining with a one-of-a-kind 24″ x 12″ walnut charcuterie board ($189), complete with:
- Natural live edges that showcase the tree’s original character
- Integrated juice grooves to catch every precious drop
- Two hand-carved serving wells for olives or nuts
- Brass inlay carrying handles
- Your choice of personalized engraving (names, dates, or messages)
- Care kit with food-safe conditioning oil
Order today and receive complimentary gift wrapping plus our “Hosting with Style” digital guide featuring five signature charcuterie arrangements.