10 Copywriting Frameworks to Craft Content that Resonates

What happened to genuinely impactful content that forges heartfelt connections with readers? In the age of clickbait headlines and keyword-stuffed blog posts, we’ve lost touch with what really matters to people.

As writers, we often get so focused on driving traffic and conversion rates that we overlook why readers come to us in the first place — to find meaning, inspiration and understanding around topics they deeply care about.

Maybe you can relate. You started your blog to share your hard-won experience and insights on a topic. To offer support and community for people struggling with the same frustrations you once faced. To provide clarity and relief to those wrestling with fears, uncertainty and dreams gone awry.

Trust me, I’ve been there too. When we lose touch with the humanity and heart of our readers, content creation becomes joyless and ineffective.

So how do we recapture the essence of resonant copywriting? How do we create content that truly serves readers and addresses what matters most in their inner world?

The answer lies in reframing our copywriting around timeless frameworks — structures centered on understanding people’s deepest struggles and aspirations. Frameworks that cut through the noise to forge authentic connections.

In this post, we’ll unpack 10 copywriting frameworks guaranteed to help you create content that resonates at a truly human level. You’ll discover exactly when and how to implement each framework for maximum impact.

My goal is to reinvigorate your passion for serving readers with writing that understands them, moves them, spurs them to action and leaves them better for having read it.

The world needs more copy driven by courage, compassion and conviction — not just clicks. Let’s get started.

Why Connection Matters

In the non-stop rush to attract attention, grow email lists and scale revenue, it’s easy to view readers as faceless numbers. Metrics and stats to boost instead of living, breathing people.

But behind every download, share and sale are human beings wrestling with frustrations, fears and desperate hopes. They read our content longing to be understood in their struggle. Seen for who they really are and what they truly care about.

When we tunnel-vision on metrics, the humanity gets lost. But when we tunnel-vision on humanity, the metrics will follow.

Resonant copywriting puts people ahead of performance. It’s fueled by a spirit of service, not sales. It seeks to illuminate readers’ inner-world — speaking to frustrations they can’t fully articulate and dreams they are afraid to voice aloud.

When you consistently create content focused on connecting with the person behind metrics, over time that builds remarkable trust and loyalty no amount of optimization can manufacture.

So let’s explore frameworks guaranteed to help you understand what really makes your readers tick and craft copy that resonates at the deepest level.

Here is the list of copywriting frameworks you’ll know about in this post:

Framework 1 — HOPES

When To Use It

The HOPES framework is extremely versatile and can be applied to almost any topic aimed at problem-solving, strategizing or overcoming obstacles.

It shines a spotlight on readers’ highest aspirations and the frustrating barriers holding them back. Then positions your content as the guide to finally overcoming obstacles and achieving cherished goals.

From weight loss struggles to navigating career changes, relationship conflicts to financial difficulties, HOPES speaks directly to people’s inner-most desires obstructed by complex problems.

Example

Blog Post Title: From Stressed to Serene — Finding Peace While Co-Parenting After Divorce

Sections:

Hopes — The longing for a drama-free life and healthy environment for the kids post-divorce.

Obstacles — Navigating conflict, establishing boundaries, dealing with difficult ex-spouses.

Pain Points — Guilt, anger, grief, exhaustion, resentment.

End Goals — A consistent, supportive co-parenting rhythm. Kids who feel secure and cared-for. A serene personal life despite a failed marriage.

Solutions — Setting clear expectations, managing reactions, self-care, counseling, enforcing boundaries.

Framework 2 — HEART

When To Use It

The HEART framework centers directly on people’s inner emotional world — what they feel, desire and long for deep down.

It’s perfect for more personal topics involving relationships, personal growth, finding purpose and chasing dreams. Content where vulnerability and emotional intelligence are assets.

Example

Blog Post Title: From Stuck to Unstoppable — Reigniting Career Passion at Midlife

Sections:

Hopes — Reawakening a sense of purpose and vitality in your work.

Emotions — Frustration, boredom, fear, uncertainty about the future.

Aspirations — More creativity, impact, freedom, meaning.

Relationships — Tensions with colleagues, managers, family due to career uncertainty.

Transformation — Reassessing skills and interests. Brainstorming new possibilities. Carving your own career path.

Framework 3 — DREAMS

When To Use It

DREAMS is fantastic for goal-focused content about ambition, achievement and growth. It addresses both the vision that energizes people’s efforts and self-limiting obstacles holding them back.

From fitness goals to launching a business, advancing in a career to cultivating healthy habits, DREAMS helps guide readers from stuck to success.

Example

Blog Post Title: 9 Habits Holding Back Your Weight Loss Success

Sections:

Desires — What fitness level and physique you wish you had.

Roadblocks — Behaviors like emotional eating, procrastination, poor sleep that inhibit progress.

Expectations — Assumptions and mindsets that set unrealistic standards. Perfectionism and all-or-nothing thinking.

Aspirations — Motivating visions of health, confidence and strength goals.

Motivations — External motivations vs meaningful internal motivations and commitment.

Success — Defining and achieving weight loss success on your own terms through self-awareness and sustainable systems.

Framework 4 — JOURNEY

When To Use It

JOURNEY is exceptional for laying out a clear path to help readers make tangible progress from Point A to their desired future state.

It identifies pain points, but also builds motivation and momentum. Perfect for strategic topics involving learning curves, wayfinding uncertain terrain or mastering complex challenges.

Example

Blog Post Title: Navigating the Journey of Alzheimer’s Caregiving

Sections:

Journey — The long emotional path of assuming a caregiver role as a disease progresses.

Obstacles — Denial, fear, difficult behaviors, complex healthcare system.

Understanding — Education about the disease and available support resources.

Reach — Asking for and accepting help. Being proactive securing assistance.

Needs — Caring for own mental and physical health amidst demands.

Engagement — Ongoing participation in care community for learning and support.

Yield — Emerging as an effective, empathetic caregiver.

Framework 5 — CARE

When To Use It:

CARE spotlights people’s core emotional needs. It works beautifully for topics involving personal meaning, fostering connections, deepening relationships, and emotional wellbeing.

Rather than offer prescriptive advice, it stirs curiosity in the experience of others and exploration of your own psyche.

Example

Blog Post Title: Cultivating Courageous Curiosity In Life and Relationships

Sections:

Curiosity — Moving from judgment to genuine openness and questioning.

Aspirations — Hopes around more authenticity, vulnerability and intimacy.

Relationships — Barriers to meaningful connection. Conflict avoidance and poor communication.

Emotions — Unpacking the role of fear, trust issues, childhood experiences etc.

The goal isn’t quick-fix behavioral tips, but rather nurturing emotional intelligence and meaning.

Framework 6 — DEEP

When To Use It

DEEP dives into motivating inner desires but also explores how expectations and emotional barriers may exert a strong undertow.

Great for shedding light on subconscious patterns like perfectionism, people-pleasing, impostor syndrome — anything blocking people from their potential. Allows readers to get DEEP with self-work.

Example

Blog Post Title: Why You Self-Sabotage and How to Break Free

Sections:

Desires — Natural drive toward self-actualization + your unique definition of success.

Emotions — How anxiety, unworthiness, jealousy etc inhibit risks required to grow.

Expectations — Internalized societal expectations that feed impostor syndrome. Fear of judgment.

Pain points — Ways undissected emotional patterns sabotage progress through chronic inaction, distraction, self-handicapping.

The path forward is self-awareness + reorienting from other’s expectations to one’s inner truth.

Framework 7 — SOUL

When To Use It

SOUL provides a compassionate container for holding space around suffering — physical illness, grief, burnout, trauma, addiction etc.

It meets people within their darkness, listens without judgment, then gently illuminates pathways forward into greater peace. The focus is on progress through understanding over quick fixes or “shoulds”.

Example

Blog Post Title: From Darkness to Dawn — Overcoming Addiction Through Sacred Suffering

Suffering — The physical/emotional/spiritual agony of addiction rock bottom. Pain so all-encompassing it summons surrender.

Obstacles — Self-medicating behaviors. Denial, isolation. Codependent relationships enabling addiction.

Understanding — Education around root causes like childhood trauma and pathways in the brain. Recognition of patterns and warning signs. Dissecting the whys offers compassion and clarity.

Liberation — Stepping from helpless suffering into agency and accountability. Building tools and community. The dawn after the long night.

Framework 8 — VISION

When To Use It

VISION prompts self-exploration around what gives life meaning. It examines inspirations, obstacles and needs around doing purpose-driven work grounded in personal values and making a difference.

Perfect for coaching-style content about finding fulfillment, leaving a legacy, crafting an intentional life centered on significance over success alone.

Example

Blog Post Title: From Golden Handcuffs to Purposeful Work

Values — What matters most: Creativity? Community? Autonomy? Applying strengths?

Inspiration — Heroes, causes and dreams that energize. Moments you felt fully alive.

Significance — Defining fulfillment beyond money or accolades. How to uplift others through gifts only you offer?

Ideals — Your unique vision for work integrating values, talents and sense of purpose.

Obstacles — Fears, conflicts and “shoulds” holding you back as you dare to dream.

Needs — Systemic shifts enabling more people to do meaningful work.

Framework 9 — GROW

When To Use It

GROW simplifies an achievement framework into just 4 straightforward elements — excellent for pieces offering clear plans and structured systems.

It maintains focus on actual attainment results rather than vague inspiration alone. Perfect for data-driven analytical personalities.

Example

Blog Post Title: How I Grew My Side Hustle Into a Full-Time Business in Just 12 Months

Sections:

Goals — Reverse engineer exactly where you intend be one year from now revenue-wise. Get ultra clear on tangible end targets.

Roadblocks — Self-limiting assumptions of the “that could never be me” variety. Also marketplace viability concerns.

Outcomes — The metrics, content, assets and inroads needed to reasonably hit your goals. Break into 90-day action plans.

Wins — Celebrating incremental progress to maintain momentum. Small wins build towards ultimate victory.

Yes you can!

Framework 10 — LEAP

When To Use It

If HOPES focuses on problem-solving, LEAP zeros in on opportunity-seeking. It unleashes desire for growth rather than just overcoming hardship.

Fantastic for goal-setting content focused on positive visions of “What could be”. Allows people to articulate yearnings and dare to dream big by expanding their perspective on possibilities.

Example

Blog Post Title: 5 Years From Now — Living Your Wildest Dreams

Longings — The ache for more adventure, meaning and abundance. Vision board your 5-year fantasy life.

Expectations — How fears and assumptions restrain possibilities. Does your story limit your dreams?

Aspirations — Your definition of an extraordinary life. What audacious 5-year “Wouldn’t it be cool if…” dreams ignite you?

Possibilities — Brainstorming goals and systems to reasonably bridge present reality to future technicolor dreams!

Go Forth and Resonate

There you have it — 10 copywriting frameworks guaranteed to help you craft content that truly resonates by putting people ahead of performance.

I hope these detailed examples and instructions on when and how to implement each framework inspire you to get back in touch with the living, breathing people behind the metrics.

While clicks and conversions have their place in sustaining an income, they must never eclipse the human hearts yearning for content that illuminates and uplifts.

May your writing overflow with courage, compassion and conviction. Go resonate!