<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Creative Frameworks

## Framework Selection

| Situation | Framework | Type |
|-----------|-----------|------|
| Clear pain point | PAS | Direct response |
| Cold audience | AIDA | Direct response |
| Transformation focus | BAB | Direct response |
| Technical product | FAB | Direct response |
| Competitive market | Us vs Them | Direct response |
| Emotional purchase | Mini-Story Arc | Storytelling |
| Warm retargeting | Customer Journey | Storytelling |
| Brand building | Origin Story | Storytelling |
| Trust-building | Testimonial / Case Study | Proof |

## Ad Formulas by Length

| Length | Formula |
|--------|---------|
| 5s static | `[HOOK] + [BENEFIT] + [PROOF] + [CTA]` |
| 15s video | `[HOOK 3s] + [DEMO 7s] + [CTA 5s]` |
| 30s video | `[HOOK 3s] + [PROBLEM 7s] + [SOLUTION 10s] + [PROOF 5s] + [CTA 5s]` |
| 60s video | `[HOOK 5s] + [PROBLEM 10s] + [AGITATE 10s] + [SOLUTION 15s] + [PROOF 10s] + [CTA 10s]` |

## PAS

### Static

```text
PRIMARY TEXT:
Spending hours on manual data entry? 😫

Every hour you waste on spreadsheets is an hour
you're NOT spending on growing your business.

[PRODUCT] automates the boring stuff so you can
focus on what actually matters.

Start your free trial →

HEADLINE: Automate Data Entry in 5 Minutes
CTA: Try Free
```

### Video 25s

```text
[0-3s]   "If you're still manually entering data, I need to talk to you."
[3-8s]   "Every hour you spend on this is an hour you're not spending on strategy,
          sales, or your actual job. And let's be honest — it's soul-crushing work."
[8-18s]  "This is [PRODUCT]. It connects to your existing systems and automates
          the data entry you hate. [QUICK DEMO] Setup takes 5 minutes."
[18-25s] "Join 5,000+ companies who've reclaimed their time. Try it free at [WEBSITE]."
```

## AIDA — video 30s

```text
[0-3s]   ATTENTION: "This changed how I run my business." [Pattern interrupt visual]
[3-10s]  INTEREST:  "I used to [common situation]. Then I discovered [PRODUCT] does [interesting thing]."
[10-20s] DESIRE:    "Now I can [benefit 1] and [benefit 2]. In [time], I've [specific result]. [Testimonials]"
[20-30s] ACTION:    "Get started free at [WEBSITE]. Join [number] others who've made the switch."
```

## BAB — carousel

```text
CARD 1 (BEFORE):  [Messy desk/chaos] "Drowning in tasks. Missing deadlines. Constant stress."
CARD 2 (AFTER):   [Calm, organized]  "Organized workflow. Ahead of schedule. Peace of mind."
CARD 3 (BRIDGE):  [Product image]    "[PRODUCT]: The bridge from chaos to calm."
CARD 4 (PROOF):   "10,000+ professionals made the switch." [Testimonial quote]
CARD 5 (CTA):     "Start your transformation →"
```

## FAB — B2B/SaaS/technical

```text
FEATURE:    "Real-time sync across all devices"
ADVANTAGE:  "Unlike [competitors] that sync hourly, your changes appear instantly everywhere"
BENEFIT:    "So you never lose work or waste time waiting for updates — work seamlessly
             from phone, tablet, or desktop"

PRIMARY TEXT:
Real-time sync across all devices.
Your changes appear instantly everywhere — not in an hour like other tools.
Work seamlessly from any device without ever losing progress or waiting.
Try [PRODUCT] free →
```

## Us vs Them

```text
OLD WAY: "With traditional [category], you have to: ❌ [Pain 1] ❌ [Pain 2] ❌ [Pain 3]"
NEW WAY: "With [PRODUCT]: ✅ [Benefit 1] ✅ [Benefit 2] ✅ [Benefit 3]"
"Same outcome, zero hassle. Try [PRODUCT] free →"
```

## Mini-Story Arc — video 30-60s

```text
[SETUP]      "Meet Sarah. She runs a marketing agency and was working 70-hour weeks."
[CONFLICT]   "Client requests were piling up, deadlines were slipping, she was burning out."
[CLIMAX]     "Then she found [PRODUCT]."
[RESOLUTION] "Now her team handles twice the clients in half the time. Sarah's finally taking vacations again."
[CTA]        "Ready to transform your workflow? Start free at [WEBSITE]."
```

### Identity framing variant

```text
"I used to be the person who was always behind. [chaos]
Every project felt like an emergency. [stress]
When I started using [PRODUCT], something shifted. [product]
Now? I'm the one who's always ahead. [calm]
Same me. Different tools. Different results. [CTA]"
```

## Customer Journey

```text
[BEFORE]     "A year ago, I was struggling to get leads for my coaching business."
[TRIGGER]    "I'd post on social media for hours with nothing to show for it."
[SEARCH]     "I tried [alternative], [alternative], even hired a marketing agency. Thousands of dollars, no results."
[DISCOVERY]  "Then someone in a Facebook group mentioned [PRODUCT]. I signed up skeptically."
[EXPERIENCE] "Within the first week, I started seeing qualified leads in my inbox."
[AFTER]      "Now I have a waitlist of clients. [PRODUCT] changed everything."
```

## Origin Story (Founder Content)

```text
[FRUSTRATION] "When I worked at [company], I spent 4 hours a day on [painful task]. Every. Single. Day."
[DECISION]    "One day I thought: there has to be a better way. That night, I started building."
[JOURNEY]     "It took 18 months, countless failures, and way too much coffee..."
[ACHIEVEMENT] "But now, over 10,000 people use what I built to do in 10 minutes what used to take hours."
[CONNECTION]  "If you've ever felt that same frustration, I built [PRODUCT] for you. Try it free at [WEBSITE]."
```

## Proof

### Testimonial structures

```text
Result-focused: "[Specific result] in [timeframe]." — [Name], [Title] at [Company]
Journey:        "Before [PRODUCT], I [struggled with X]. Now I [achieve Y]. The difference is [improvement]."
Comparison:     "I've tried [alternatives]. [PRODUCT] is the only one that [specific advantage]."
Emotional:      "I finally feel [positive emotion] about [area]. [PRODUCT] gave me [intangible benefit]."
```

### Case study (Challenge → Solution → Results → Quote)

```text
CHALLENGE: "[Company] was losing 20 hours/week to manual invoice processing."
SOLUTION:  "They implemented [PRODUCT] to automate their entire AP workflow."
RESULTS:   📈 80% reduction in processing time  💰 $45,000 saved annually  ⏱️ Same-day approvals
"[PRODUCT] paid for itself in the first month." — [Name], CFO
```

### Social proof formats

`[logos]` "Trusted by 500+ companies" · `[stars]` "4.9/5 from 2,000+ reviews" · `[media]` "Featured in Forbes, TechCrunch, Inc."

*Next: [Production Workflow](meta-ads-creative-production.md)*
