Content writing strategies
PAS: Problem - Agitate - Solution
Problem—Identify a problem
Agitate—Explore what happens if the problem doesn’t have a solution. What if the problem kept existing
Solve—Share your solution to solve that problem
PAS is one of the most popular copywriting formulas as it focuses on showing how distressing the problem your reader is facing is. With this framework, you describe life if the issue persists and then provide a solution to improve their experience.
Vartika Kashyap, CMO at, believes the PAS framework is best for writing introductions. She says, "This framework focuses on eliciting an emotional response from the reader. In today's times when the digital copy has gotten increasingly competitive, what better approach to market anything than with empathy and emotion?"
Komal Ahuja, a freelance writer, shared this on Twitter:
AIDA: Attention - Interest - Desire - Action
Attention—Grab your reader's attention.
Interest—Pique their interest by sharing information that's new to them.
Desire—Show them the benefits and explain why they should buy your product/service.
Action—Prompt them to take action.
AIDA, one of the most common copywriting frameworks, can be used for all types of marketing copy. With blog posts, you can use AIDA to write or introduction and take it from there.
FAB: Feature - Advantage - Benefits
Feature—What your product/service can do
Advantage—Why is it helpful
Benefits—How it helps your readers achieve their goals
Do you know what's better than talking about your product/service? Talk about how it helps your audience.
And this is exactly what FAB focuses on. This framework focuses on the benefits your reader gets from your service/product rather than a simple list of features.
QUEST
Qualify—Understand who your target audience is.
Understand—Tell them you know their problem and where they stand with that challenge.
Educate—Show them how you have solved the issue at hand.
Stimulate—It's time to bring in the proof. Show examples that will demonstrate you know what you are talking about.
Transition—Now convince them to become your customers.
QUEST copywriting focuses on explaining a new concept to your readers and is a good framework for blog introductions. You can gently take your readers on a journey from introducing them to an idea, educating them, and finally convincing them to try it.
The 4 Ps: Problem - Promise - Proof - Proposal
Problem—Describe a problem that your readers are facing.
Promise—Make a promise that alleviates that problem.
Proof—Show them proof of how you will deliver on that promise.
Proposal—Now push them to take action.
Like some other frameworks, this one describes the problem your reader is facing. It also focuses on making a promise to your audience and showing them proof of how you will achieve that commitment.
The 4 Ps framework shares specific ways your business can help your audience, along with proof of how you have helped your clients over the years.
Before - After - Bridge
Before—Here's your existing world.
After—Imagine how it would be after solving the current problem.
Bridge—Here's how to get there.
Before-After-Bridge focuses on describing a problem, showing a world where that problem doesn't exist, and then giving a solution or workaround to get there.
Writing a blog introduction through this framework is quite simple. Show your audience their ideal world without that problem, and then tell them how to achieve that outcome.
Writing instructions
How to start
, a freelance writer, shares an excellent method of writing a blog introduction that stands out. "First, treating the first sentence the same way you'd treat a lead in a journalism piece is important. Write something that hooks the readers and makes them want to keep reading. Next, include evidence (e.g., stats, recent data, examples, etc.) that makes a compelling and interesting case. And, then end by telling your readers what you will talk about."
How to write the hook
So, what exactly does “hook” mean?
The introduction's hook is the opening statement (usually the first sentence) that grabs your reader's attention and encourages them to read further. The hook has to relate to the overall topic and should be compelling enough to convince your audience to read the whole thing.
How to write the context
Now that you have a great attention-grabbing hook, it's time to give your readers some background about the topic. Context refers to additional details explaining what you will write about to your readers.
After writing your hook, add a couple of sentences explaining the topic and why they should be interested. are impatient and want to find quick answers, so context helps them stick around for a bit longer.
Context establishes why you are addressing a topic, what makes it important, and how it benefits your readers.
How to write the thesis statement
So far, you have written an attention-grabbing opening statement (the hook) and given some background on the topic (context). To wrap up the intro, it's time to convey your stance on the topic, which is your thesis statement.
The thesis statement is the backbone of your introduction. It emphasizes what the blog is all about clearly, concisely, and compellingly.
Your thesis statement, usually the last sentence of your intro paragraph, tells the reader what ideas will be addressed in the blog. Combining your hook and context and wrapping it in a detailed manner gives you your thesis statement.
The thesis statement is the most important part of your introduction. Without it, your reader won't know the purpose of your blog. So, write a solid ending to your intro paragraph detailing everything your reader should look forward to in the blog.
Look at this about the content value curve. The introduction to this blog post has a special place in my mind because it's done so brilliantly.
With a strong hook in place, they immediately move on to building the context of the article.
And then, they wrap up the blog introduction by adding a solid thesis statement that sets the expectations for the reader about what's next.
