How to “frame” your content

The best copywriters know that the primary driver behind copy is to make sure it converts. To make the most of every word to keep readers engaged and encourage them to take action, writers have to destroy repetition and frame what they’re saying.

What am I talking about?

Imagine you’re walking into Louis Vuitton. 

Now imagine you’re walking into a supermarket.

Each scenario feels completely different, right? That’s because you’ve been framed. By introducing you as the customer in a particular way, you’ve already been conditioned to think the way the retailer wants you to think. 

Stores are designed to encourage a certain type of user behaviour, and websites should do the same. Did you notice the way I opened this blog talking about what all the best copywriters know? You wanted to know what they know, so you kept on reading...

Framing in copywriting is done through the use of “loaded words”, and positive framing (using words that are associated with progress and growth) tend to make people feel happier and more interested in the solution you’re offering.

So, opening up your content with something positive is a good place to start; it’s all about putting your readers in the right frame of mind. So, let’s take a look at how to create copy that converts.

Telling a captivating story - and why that converts

Storytelling is an account of events depicted in a way that’s designed to entertain. Storytelling in copywriting is the sharing of a message that’s written to lead to an action - conversion. But why bother going into the effort of framing your readers and creating any sort of background at all? Well, people recall stories 22x more easily than facts and figures alone.

Here are 4 of my top tips to tell a captivating story that does its job.

1. Create an “inclusive environment” 

Many will try to deny it, but people in general like to feel as though they belong to a group. Whether that’s a football club, a university college or a subculture, communities make people feel involved. The same is true for brands.

When people purchase a product or sign up for a service, they feel part of a wider group of people that also made that purchase. As you build your brand through the words you use, try to create a feeling of inclusivity by setting yourself apart from your competitors. Make sure your readers wanna be in your gang.

2. Use the AIDA copywriting formula 

AIDA is a copywriting formula that’s been used for a long time, and it’s a handy way to remember how to structure your copy when you’re feeling like your story could be taking a wrong turn.

What does AIDA stand for?

• Grab the reader’s Attention
• Provide interesting Information
• Develop Desire
• Trigger an Action
  

Let’s illustrate this with an example - the captivating copy from Apple for their latest iPad Pro.

3. Lock into your brand’s personality

A story needs characters, and you can turn your brand into the main character by creating a persona-based content strategy.

How do you transform your business into a fictional person? You need to think about a few questions - in detail, so grab a pen or create a slide deck. Who is your brand? How do they speak? What do they like? What do they wear? What is their default mood? Are there any other important demographics or characteristics?

Your personality is what makes your copy unique and more memorable than that of your competitors - while humanising your brand.

4. Build suspense

Your story should be like a slippery slope, where each sentence causes the reader to fall into the next because it’s so interesting. The best place to start here is with a strong title. Take time crafting a title that isn’t focused solely on keywords (remember: it’s not enough to rank on page 1; you also need to use language that encourages clicks.)

Follow your title with an opening paragraph that builds suspense to keep readers captivated throughout.

Copywriting examples you could learn a thing or two from

I’ve gathered some mega-brands that have nailed telling a story and providing context in their ads or long-form copy. You’ll notice some of the ads are from way back when - the art of framing and storytelling has been around way before digital got its hands on our marketing.

Rolls-Royce

In one sentence, these Rolls-Royce copywriters have conveyed what this car has that other vehicles during that time didn’t - speed and silence. 

L’Oreal Paris

This ad by L’Oreal looks just like their other ads (it’s about cosmetics), but it’s not like those other ads (it’s actually about gender equality). In just a few words, they’ve made a strong statement and backed it up with facts.

Dove

In this TV ad, Dove takes storytelling to the next level. As one of the first brands to feature real people in their marketing, Dove has always been one to watch. This focus on real people and authentic emotions works wonders in building a connection with consumers.