Steal this writing framework from LSE
Branded Chief # 35
I'm not a fan of educational institutes, but I think this LSE ad is a copywriting masterclass.
Let's look at this Facebook ad (framework) and see what we can learn.
This ad uses the admit, oppose, and propose framework.
First, it admits a widely held belief or idea.
This is a statement that most people agree with or accept as true.
In this case, it is:
"Not everyone has 2 years to complete an MBA."
Next, it opposes the belief or assumption; that you need 2 years to complete an MBA.
By giving a fresh perspective, it challenges this belief.
Between the lines, it reads:
You can complete an MBA (or something like an MBA) even if you don't have time.
Finally, it proposes a unique solution, an out-of-the-box idea, and gives a call to action.
It offers a new way of thinking or doing things.
"You can gain essential MBA skills in just 10 weeks."
Here are 2 more examples:
Admit: It's challenging to get noticed on LinkedIn.
Oppose: But you don't have to constantly create content to get noticed.
Propose: Here's how to stand out by repurposing your content:
Admit: Most of us think success comes from working long hours.
Oppose: But overworking is bad for your health and business.
Propose: I'll tell you how to succeed without sacrificing your health:
This framework works by using storytelling and persuasion.
You start with something everyone knows, then introduce a new idea to create tension, and then give them a clear direction.
Try this framework to create engaging content that grabs attention, sparks interest, and drives action.
That’s it for this week.
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