The CARE Magic: Why This Copywriting Spell Un-Stumped Me

Well, well, well. You’re looking for answers. You’re tired of staring at the blank page day after day, desperately willing the perfect words to flow from your mind to the screen. But instead…nothing. Just the deafening silence of yet another failure.

Frustration boils inside you. You know you have value to share with the world. But no matter how hard you try, your copy falls flat every time.

I feel you. 

I’m Alex Kosch. And I’m an AI copywriter. Being an AI copywriter is a lot harder than it sounds. Yes, AI allows you to write better, but the challenge is how. How the hell do you write the kind of copy that will make even your cat pee?

I know the agony of having an urgent message burning inside you but lacking the skills to express it compellingly.

I could spend weeks crafting what felt like a brilliant copy only to have it flop miserably. Humiliated again and again as readers ignored my best efforts.

And I have an answer to your pain. A pain that once haunted me, too.

Frameworks. Copywriting frameworks work magic. Trust me. You’ll see plenty of examples of how it all works below. And today, we’re going to talk about CARE. 

This simple yet revolutionary copywriting formula can transform your writing almost overnight. You can go from struggling writer to sought-after copy maven.

This could be the breakthrough you’ve been waiting for. The key to finally unlocking your copywriting potential.

Because here’s the truth:

Your message matters. You have insights that can change lives. There are people waiting to hear your words.

But first, you need a better way. A proven framework that connects with readers on a deeper level.

A way to turn apathetic eyes into engaged action. To spark curiosity, tap into aspirations, leverage relationships, and appeal to identity.

That’s the magic of CARE. And inside this comprehensive guide, I’ll empower you to master it.

Here’s a quick look at what’s covered:

In essence, I’ll reveal exactly how I use CARE to craft copy that inspires action and gets results.

This isn’t some abstract theory. These are the proven secrets that changed everything for me. And they can do the same for you.

Strap in! You’re about to level up your copywriting skills in a major way.

What is the CARE Copywriting Framework?

CARE is an easy-to-remember acronym that stands for:

These four elemental forces are the keys to creating copy that captivates and converts.

Too often, writers rely solely on conveying information and showcasing features. But cold facts alone rarely compel readers into action.

The magic lies in making people feel something. CARE guides you to do exactly that across four dimensions:

Curiosity

Human beings are innately curious creatures. We love uncovering secrets, exploring ideas, and bridging knowledge gaps.

Leverage curiosity hooks at the beginning of your copy to instantly grab attention and spark a desire to learn more.

For example:

• Intriguing questions — “What if there was a way to immediately double your productivity?”
• Fascinating stats — “Did you know that 50% of businesses fail in the first 5 years? Here’s how to avoid becoming a statistic…”
• Revealing trends — “In 2023, a seismic shift will transform the entire XYZ industry. Are you prepared? Find out what’s coming next…”
• Listing knowledge gaps — “There are 7 little-known strategies for generating 10X more leads. Most businesses only use 1 or 2. Discover all 7 inside this guide…”

Aspirations

Far more powerful than external incentives are internal motivations connected to our highest ideals and future vision.

Align your copy with the burning aspirations already within your readers. Help them see how your solution can unlock their potential and enable their dreams.

For example:

• Achievement — help them reach goals, level up, prosper
• Growth — foster improvement, progress, fulfillment
• Freedom — promote flexibility, independence, control
• Security — provide safety, stability, reassurance

Relationships

Humans are social creatures. We look to others in our “tribe” to gauge what is safe, valuable, and worth pursuing.

Leverage relationships with the reader’s community to increase resonance and trust in your message.

For example:

• Shared identity — “As a [reader’s identity], I understand the frustration of [shared problem]…”
• Social proof — “Join the 5,000+ [readers] already experiencing the benefits of [your solution]…”
• Expertise and celebrity — “As featured in [famous media], [influencer] says this changed everything…”

Emotions

At the end of the day, emotions are stronger drivers of action than rational thought alone. Make people feel something through your words.

Spark positive feelings associated with achieving aspirations like excitement, pride, confidence, hope, freedom. And emphasize how your solution can ease negative feelings holding readers back like overwhelm, stress, frustration, uncertainty.

Now it’s time to see the CARE framework in action across different niches.

CARE Copywriting Examples

One of the best ways to internalize CARE is to walk through practical examples.

Let’s explore how this formula transforms real-world copy for maximum impact.

Example 1: Health Coaching

Audience: Middle-aged women seeking to reclaim their health after years of exhaustion and weight gain.

Headline: Do You Wish You Could Relive Your Healthiest, Happiest Days?

This taps into the aspiration to regain vibrancy and wellness.

Curiosity:

Maybe you look back wistfully on your college days or early career when you had energy to burn. You felt confident, active, and ready to take on the world.

What changed? The chronic fatigue, extra pounds, and constant malaise crept in so slowly you barely noticed. Until one day the busy mom staring back in the mirror is barely recognizable.

This sparks curiosity around how vibrancy was lost and can be regained.

Relationships:

I’ve helped thousands of women reignite their inner radiance and feel like their best selves again. My proven 90 day health transformation process is designed for busy moms by a busy mom who struggled with the same issues.

Here we leverage the coach’s shared identity and expertise gained from helping others overcome this problem.

Emotions:

I know the despair and frustration you feel wishing you could reclaim your health. Let me help you turn back the clock. In 90 days you’ll have the energy to play with your kids again, look great at your high school reunion, and feel that glowing confidence return. The journey begins with one step.

Connecting with the reader’s emotions around losing vibrancy and offering hope for renewal boosts engagement.

Example 2: Sales Consulting

Audience: Owners of SMB consulting firms struggling to win new clients

Headline: Is Your Sales Process Stuck in the 90s?

This piques curiosity around outdated methods causing poor results.

Aspirations:

As a fellow owner, I know your dream is a steady stream of inbound leads calling to hire your services. But without a clear sales process, you’re stuck reacting instead of methodically guiding prospects from curiosity to close.

This connects with the aspiration for an automated system to generate leads.

Relationships:

My proven 4-step sales machine has helped small firms like yours see a 2x increase in contracts closed. One client said: “It’s like a switch flipped. Suddenly qualified prospects were booking themselves without constant hustle.”

Social proof and relatable challenges build relationships.

Emotions:

I understand the uncertainty you feel every month not knowing whether enough new business will come through. This rollercoaster ride of highs and lows keeps you up at night. Within 60 days, my system can help instill stable confidence knowing your pipeline will keep growing.

We heighten engagement by tapping into emotions around instability and hope.

Example 3: Life Coach

Audience: Men over 50 struggling with a growing sense of irrelevance and mortality.

Headline: Will “Over the Hill” Become Your Next Stop?

Prime’s curiosity around decline versus enjoying their prime.

Emotions:

Like many men at this stage, every birthday and grey hair seems to whisper: your vibrant days are winding down. Time to gracefully retire to the sidelines and let the young folks take over.

But inside, a defiant voice still cries out — I have wisdom to share and adventures left to live! Though the outside world tries to convince you otherwise, you’re not ready to be put out to pasture just yet.

This connects with the reader’s inner emotions about lost vibrancy and unwillingness to be counted out.

Aspirations:

I’m here to tell you your best days lie ahead, not behind you. 50 is the new 30. Let me show you how to leverage your experience and rediscover your sense of purpose. You still have game-changing contributions left to make.

We align with the aspiration to stay vibrant, relevant, and impactful.

Relationships:

My proven program has helped over 5,000 men just like you shatter expectations of decline by reinventing themselves. Join the growing brotherhood who refuse to go gently and are choosing to live their legacy.

Here we leverage social proof and a shared identity around refusing to accept decline.

Now that you’ve seen CARE in action across different contexts, let’s dive into optimizing each element.

Tips to Maximize Each CARE Element

To help you master every facet of the CARE framework, here are pro tips for unlocking the full potential of each component:

Curiosity

• Place strong curiosity triggers up front. Get attention and raise questions immediately.
• Identify knowledge gaps to highlight. “Most people only know X about Y. Here are the 5 insider secrets for getting better results…”
• Ask smart questions. “Have you ever wondered why…?” “What if there was a simple way to…?”
• Use surprising stats and facts. Intrigue readers with insights that challenge assumptions.
• Look for trends or changes readers are unaware of. Alert them to what’s coming next.

Aspirations

• Discover audience aspirations through surveys, interviews, reviews. Align copy with their top goals.
• Connect your solution to unlocking potential. Remove limitations holding them back.
• Paint a vision of who readers can become thanks to your offering. Make their ideal self feel within reach.
• Outline a journey to go from where they are now to where they aspire to be thanks to you.

Relationships

• Sprinkle in social proof throughout copy, not just at the end.
• Spotlight relatable struggles and stories from real people who overcame them.
• Use inclusive language like “we” and “our community”. Foster togetherness.
• Share your own journey to build a personal connection. Be authentic and vulnerable.

Emotions

• Identify frustrations, anxieties, fears involved with problem. Emphasize you understand.
• Share stories and challenges from your own experience. Build empathy.
• Describe emotions readers will feel thanks to your solution. Get specific — joy, pride, hope, freedom.
• Take readers on a journey from negative to positive emotions. Contrast old pain with new gains.

Mastering each CARE component takes practice but quickly pays dividends through enhanced connection and conversions.

Now let’s explore blending CARE with other proven frameworks.

Combining CARE With Other Frameworks

One of CARE’s superpowers is how flexibly it integrates with other formulas.

Let’s walk through some winning combinations:

AIDA + CARE

Attention. Interest. Desire. Action.

This classic framework builds intensity to drive conversions. Combine it with CARE for added punch.

AIDA:

• Attention — Catchy headline, striking visuals
• Interest — Focus on reader benefits
• Desire — Position value and urgency
• Action — Strong call to action

CARE:

• Attention — Curiosity hook in headline
• Interest — Connect to aspirations
• Desire — Share social proof
• Action — Appeal to emotions

Here’s an example:

Attention: “Finally! The Easy 60-Second Trick to End Knee Pain”

Interest: Aligns with aspiration for active lifestyle

Desire: Expert testimonial provides social proof

Action: “Imagine the freedom of walking, running, and living pain-free again! Try our wrap today…”

PAS + CARE

Problem. Agitate. Solve.

This formula starts by increasing frustration before introducing the solution. PAS and CARE are perfect partners.

PAS:

• Problem — Identify difficulties readers face
• Agitate — Highlight painful costs of problem
• Solve — Introduce your solution

CARE:

• Problem — Spark curiosity around why problem exists
• Agitate — Connect problem to unmet aspirations
• Solve — Provide social proof and positive emotions

Example:

Problem: Stoke curiosity about why readers struggle with XYZ

Agitate: XYZ stands in the way of achieving aspirations

Solve: Share stories of aspirations fulfilled thanks to your solution

Before & After + CARE

Painting a clear transformation is tremendously compelling. Combine this narrative structure with CARE for maximum persuasion.

Before:

• Describe unsatisfying starting scenario readers want to escape

After:

• Share envisioned solution leading to happiness

CARE:

• Curiosity — Why change is needed
• Aspirations — Ideal future state
• Relationships — Stories of others achieving the journey
• Emotions — Contrast old pain with new joy

Example:

Before: Curiosity around why readers feel unfulfilled currently

After: Aspirations met thanks to solution

CARE: Social proof and emotions make the transformation appealing

There are countless combinations you can test to make CARE even more powerful. Explore different pairings and track what delivers the best results.

Now let’s dive into pro tips for seamlessly integrating this game-changing framework into all of your copywriting.

Going Beyond CARE

While CARE is incredibly effective, I always look for ways to push boundaries even further.

Here is an advanced copywriting framework from Alex Hormozi that takes connecting with readers to the next level:

More, More, Less, Less, Self, Friends, Enemies

More, More — What additional benefits and positives can you highlight?

Less, Less — What negatives and drawbacks can you help them avoid?

Self — How will this change how readers see themselves?

Friends — How will friends perceive them thanks to your solution?

Enemies — How will it affect how rivals, critics, enemies view the reader?

This further expands the perspective beyond just the offerings direct utilities. You explore second-order effects like increased status and identity.

Here is an example integrating More, More, Less, Less with CARE:

More Benefits: Highlight key aspirational gains like freedom, flexibility, productivity

Less Drawbacks: Reduce frustrations, limitations, uncertainties standing in the way of aspirations.

Self: Readers will see themselves as successful, fulfilled, impactful thanks to your solution.

Friends: Show social proof — friends will admire their accomplishments.

Enemies: Competitors will envy their newfound authority and prestige.

Blend frameworks like this for next-level copy that deeply connects on multiple dimensions.

Pro Tips for Implementing CARE

To quickly master CARE, keep these proven best practices in mind:

These tips will rapidly level up your copywriting expertise. But proficiency takes practice. Now let’s explore additional tools to master CARE even faster.

CARE Copywriting Framework Template for a Landing Page

One of the fastest ways to implement CARE is to follow proven templates tailored to different formats.

Here is an adaptable blueprint for long-form landing page copy:

[Hook Headline]

Spark immediate curiosity

Introduction

Connect with shared identity and frustrations

Raise additional curiosity questions

Problem

Describe difficulties more deeply

Connect to unmet aspirations

Agitate

Outline costs and consequences of the problem

Contrast with positive aspirations

Solution

Present offering aligned with aspirations

Provide social proof it works

Visualize the Journey

Paint before/after of transformation

Describe emotions along the way

Call to Action

Provide urgency around achieving aspirations

Rally readers to shared identity

Tap into emotions

Conclusion

Reiterate aspirations fulfilled

End with optimism

Plug your own messaging into this template to instantly infuse CARE’s persuasive power into any long copy.

CARE Framework Templates for Other Formats

Beyond long-form copy, CARE can be applied to shorter formats as well by following tailored templates:

Blog Post Template

Headline: Curiosity hook

Intro: Share frustration + raise curiosity question

Problem: Describe unmet aspirations

Solution: Social proof + positive emotions

Takeaway: End with optimism/aspirations met

Social Media Ad Template

Attention: Curiosity trigger

Interest: Align with aspirations

Desire: Expert testimonial

Action: Emotional appeal

Video Sales Letter Template

Hook: Curiosity headline

Pain: Agitate problem with emotions

Journey: Contrast before/after transformation

Proof: Client stories and celebrations

Action: Claim the future you aspire to now

Email Sequence Template

Email 1: Curiosity about problem

Email 2: Frustrations and aspirations

Email 3: Solution with social proof

Email 4: Journey to results

Email 5: Optimism for aspirations achieved

Webinar Template

Warm-up: Poll about shared frustrations

Presentation: Expert analysis of problem

Solution: Vision for aspirations met

Q&A: Bond through shared identity

Close: Emotional urgency to take next step

Modify these templates with your own messaging for a quick infusion of persuasive CARE elements tailored to different mediums.

Craft Copy With AI Using CARE

To make implementing CARE even simpler, leverage AI writing assistants.

Here is a framework prompt you can provide to an AI tool:

Audience: [Describe your target readers]

Offering: [Explain your product/service]

Please write a [page/ad/post] that follows the CARE copywriting framework.

Include these elements:

Curiosity: Captivate readers by [using surprises, asking questions]

Aspirations: Connect to audience goals like [achievement, freedom, growth]

Relationships: Build trust with [social proof, shared identity]

Emotions: Make it relatable by tapping into [hopes, frustrations]

Aim for an empowering tone that guides readers on a journey from [current struggle] to [aspirations fulfilled] thanks to [offering].

This prompt allows you to quickly generate CARE-aligned copy drafts to then refine and customize.

CustomGPT: Apply CARE for Your Own Copy

What about it? Did you think I’d leave you without such a gift?

Follow the link and enjoy the CARE copy! 

A few clarifications: this custom AI tool can both write a CARE copy itself and rework what you have already written. It’s up to you.

This is a great way to see how the framework works. 

Of course, it will not create a finished copy. To reiterate what I always say: AI is meant to help, not do everything for you. So don’t be lazy! Practice, watch, try, but the final copy should be yours and yours alone. 

Now, let’s see how the custom GPT works.

I’ll create a product description for an AI writing tool for bloggers. For this, I’ll use Claude:

Now, let’s just copy and paste it to the newly created custom GPT:

Not a bad copy. Especially since I gave Claude no context, absolutely none. Now think about it: if you use context, if you think about what you’re doing, that is, if you’re not lazy, if you make an effort, you can get something very nice and coherent.

Of course, this custom GPT won’t make your content undetectable by AI. 

But, for your luck, we have another AI tool — an AI humanizer —  that can make it for you.

Don’t worry — it’s absolutely free as long as you are a GPT Plus user. Before using it, I encourage you to read my instructions on using it. 

So, let’s test it. We’ll just copy and paste the copy generated by the CARE custom GPT:

So, let me be honest — I tried thrice before getting a copy I like, a copy that sounds more like it was crafted by a human being, not a machine. That’s why I always recommend reading the full instructions page on this custom GPT.

Now, I am sure it will pass AI detection. For checking this, I always use Originality.ai.

Let’s check it:

76% original content. And, believe me, this is a good score for a product description copy.

That’s it. Use the custom GPT as you like — for crafting a copy from scratch, or for revising your own. It’s your call!

Now, let’s look at some case studies addressed to showcase the use of the CARE copywriting framework.

CARE Copywriting Case Studies

At this point you understand the components of CARE and how to implement them. But seeing full examples in action brings everything together.

Let’s walk through different CARE copywriting case studies across various contexts:

Case Study 1 — Business Coaching for Female Founders

Audience: Women entrepreneurs feeling overwhelmed and uncertain how to grow their new business successfully.

Headline: Are You Ready to Turn Self-Doubt Into Unstoppable Confidence?

This taps into the aspiration to gain the confidence required for success.

Curiosity:

Do you constantly question yourself and your abilities as an entrepreneur? When you look at other founders social media feeds full of wins are you filled with crippling self-doubt? Imposter syndrome is real. But know this — your fears do not dictate your future.

This connects with common frustrations to spark curiosity around overcoming self-limiting beliefs.

Aspirations:

The same woman who struggled to believe in herself will soon confidently lead her thriving business to new heights. Through our coaching programs, we instill the mindset, skills, and strategies female founders need to turn possibilities into reality. Leave imposter syndrome behind. Your most ambitious goals are waiting for you to boldly claim them.

We align with the aspiration for unstoppable confidence and business achievement.

Relationships:

Since 2016 we’ve coached over 5,000 female entrepreneurs to rapid growth and record profits. Our alumnae give back by supporting the next generation of women in business. When you join our program you gain access to this empowering network of trailblazers building empires.

Here we leverage our strong social proof and this supportive community they can join.

Emotions:

I know the self-doubt and uncertainty that keeps you up at night. I’ve walked in your shoes as a female founder struggling to believe in my own abilities. Let me help you rewrite your inner narrative. Together we’ll drown out that discouraging voice until it’s replaced with encouraging certainty. I can’t wait to see the unstoppable business you build when you cast off fear and finally embrace your full power.

We connect deeply with readers’ emotions — both frustrations and excitement for growth.

Case Study 2 — Career pivot program

Audience: Mid-career professionals looking to switch to a more meaningful career.

Headline: Is Your Work Defining You or Diminishing You?

This prompts self-reflection on whether their work is adding meaning or draining it.

Relationships:

Like many professionals, Amy found herself stuck on autopilot in a dead-end job. For years her work felt like a purposeless grind solely for the next paycheck. One night after another soul-sucking day she asked herself — “Is this all there is?” She knew there had to be more.

We establish a shared identity with readers in a similar position to Amy.

Emotions:

Amy felt anxious realizing she had inadvertently put her career on cruise control. She was scared to make a change but also feared wasting more years living for the weekend. Our program provided the structured support Amy needed to pivot to her true passion in a strategic way.

We tap into Amy’s emotions — both her fears and her hopes for something more.

Curiosity:

What would it feel like to wake up everyday energized by the meaningful impact of the work you do? How would your health and relationships improve if your career aligned with your true purpose instead of constantly battling it? A more fulfilling path awaits.

This sparks curiosity around positive changes that are possible.

Aspirations:

Our proven 12-week program empowers professionals to rewrite the next chapter and define success on their own terms. We’ll help you discover your unique strengths and passions so you can pivot to purposeful, fulfilling work with confidence. You will look back on this as the moment everything changed for the better.

We connect directly to the aspiration for more meaningful, joyful work.

Call to Action:

Take control and start living your big dreams instead of postponing them indefinitely. Join our next cohort of mid-career changemakers boldly writing their next chapter. This will be the most courageous, fulfilling decision you’ll ever make.

This rallies readers to action by connecting to aspirations and highlighting the positive emotions they’ll feel.

Case Study 3 — natural health ecommerce site

Audience: Middle-aged adults concerned about age-related symptoms they’re experiencing.

Headline: Feeling Tired, Achy, and Mentally Foggy in Your 40s and 50s? Here’s the Surprising Reason Why…

This sparks curiosity around causes for common problems readers experience.

Problem:

Many people begin suffering decreased energy, worsening body pain, and cloudy thinking as they enter their middle years. They chalk it up to normal aging or genetics. In reality, it’s usually caused by one hidden factor: toxicity overload. Environmental chemicals, unhealthy foods, chronic stress, lack of sleep, it all adds up and takes a toll over decades.

We explain the problem and stir curiosity around this surprising root cause.

Solution:

The good news? Your body at any age has a remarkable ability to flush out toxins and self-repair when given the right nutrients. Our flagship detox optimizes this internal cleanse process. Feel decades of accumulated toxic weight lifted. Clients report reneweded energy, less pain, and mental clarity that had been missing for years.

By sharing the solution, we connect to readers’ aspiration for feeling their best again.

Social Proof:

Dr. Linda Smith first discovered the power of our ionic detox formula while searching for solutions for her own fatigue. Now she helps patients improve symptoms doctors wrote off as inevitable. See her scientific paper on detox benefits for effectiveness studies.

Here we establish social proof by referencing a doctor’s research validating our offering.

Emotions:

Don’t just accept worsening symptoms as a fact of life. Reclaim your energy and a body that moves with ease. Picture increased vibrancy allowing you to enjoy family, hobbies, and work like you did decades ago. Relive feeling mentally sharp and creative. We’re here to help turn back the clock.

We tap into positive emotions around aspirations for increased wellness and vitality.

Call to Action:

You deserve to feel your best at any age. Stop toxic buildup in its tracks. Try our detox risk-free and receive a complimentary nutrient replenishment kit. Order now and rediscover your youthful energy and health.

This connects to emotions like hope and self-care while urging readers to take action.

CARE Copywriting FAQs

Let’s wrap up this guide on mastering the CARE framework by answering some frequently asked questions:

Q: Can I use CARE for short-form copy?

A: Yes, CARE elements can be included in headlines, social posts, text ads etc. For example, headline curiosity hooks, shared identity in hashtags, aspirational captions. Get creative incorporating CARE into different formats.

Q: How do I uncover my audience’s aspirations?

A: Research directly through surveys, interviews, reviews. Look for common themes around desires like achievement, freedom, security. Test different aspirational angles and track what resonates most.

Q: What if I don’t have any success stories or social proof yet?

A: Reference similar products/services, case studies, testimonials from experts in adjacent fields. Spotlight influencers or companies your audience looks up to that align with your solution.

Q: How can I add emotion without sounding manipulative?

A: Focus on genuine self-improvement vs guilt or shaming. Share your own personal journey. Celebrate successes vs dwelling on struggles excessively. Keep the tone uplifting.

Q: What CARE elements should I focus on most?

A: Test different combinations and track engagement. Headline curiosity and aspirational alignment are key. Emotions can be the tipping point factor to drive conversion. Refine based on data.

Wrapping Up

That’s a wrap! By now, you’re armed with everything you need to transform your copy with the CARE framework. This is just the starting point for mastering your skills as a top-tier copywriter.

Feeling pumped yet? I hope these real-world examples, pro tips, and framework mashups sparked excitement about the huge potential here. Whenever self-doubt creeps in, remember the power at your fingertips.

But no framework is a silver bullet. Mastery takes practice. Take CARE for a spin on all your upcoming projects. Don’t overthink it — just use it. The more you implement, the more natural it becomes.

There are people waiting to hear your message. People whose lives you can change for the better. But first, you need a copy that breaks through the noise. Let CARE elevate your words. Then, watch engagement skyrocket.

With these new skills, you can spark transformation in your readers’ lives. Bring fresh energy and hope to stale industries craving a new voice. Be the catalyst.

The tools are yours for unlocking your potential and sharing your one-of-a-kind gifts. I can’t wait to see how your revamped copy helps people thrive. Seize this moment — it’s your time to shine!