The DREAMS Copywriting Framework: 6 Triggers to Write Persuasive Copy

My name’s Alex Kosch. When I started this blog, I made the rookie mistake of writing about everything AI-related. But as we know, that scattershot approach doesn’t build authority or expertise. After a few months of YouTube videos and generic tactics, I realized I needed focus.

What was the one niche I could own? AI copywriting.

Now you may be wondering — why specifically AI copywriting? English isn’t my native language after all. I can get by translating texts, but complex ideation in English still stumps me.

That’s when the lightbulb went on. I discovered chatGPT, OpenAI’s playground, LongShot and more. I added them to my writer’s toolkit, experimenting with prompts and models. Those sleepless nights tinkering birthed an insight — this was my zone of genius!

Leaning into AI copywriting allowed me to amplify my skills and serve a global audience. Once I narrowed my focus, the quality and depth of my content soared. I built a foundation of knowledge to now help others thrive in this niche.

And today, I’m excited to share another breakthrough — an original copywriting framework crafted specifically for AI assist. There are actually more great options out there. As an early adopter, I saw room to optimize a framework for modern AI’s unique capabilities.

The result is game-changing. Let’s dive in!

The DREAMS framework transforms copywriting results by helping you:

• Connect emotionally with readers
• Uncover and address hidden objections
• Convey true reader desires and aspirations
• Strategically integrate psychological triggers
• Paint a vivid vision of success

Now, I want to share exactly how to make this copywriting framework work for you, too.

In this in-depth guide, we’ll peel back the layers of DREAMS to take your copywriting to the next level. You’ll discover:

If you want to finally write copy that sells in any niche, you’re in the right place. Let’s get started unlocking the copywriting secret of DREAMS.

What is the DREAMS Copywriting Framework?

The DREAMS framework is a strategic copywriting tool focused on these core elements:

• Desires — Identify what your readers truly want
• Roadblocks — Anticipate objections and concerns
• Expectations — Set realistic expectations
• Aspirations — Appeal to aspirations and identity
• Motivations — Trigger psychological motivators
• Success — Help readers visualize success

When you leverage these elements, you create an emotional connection with readers. This bond is vital for persuasive copywriting.

Now, let’s explore each element of the framework in detail, along with tips to implement them effectively.

Uncover Your Readers’ Deepest Desires

Every purchasing decision is driven by desire. To write persuasive copy, you must identify your readers’ desires related to your offer.

For example:

• Weight loss offer: Desires slimmer body, more energy, better health
• Software tool: Desires to save time, increase productivity, reduce stress
• Course: Desires more knowledge, skills, career advancement

Tips for identifying reader desires:

• Analyze customer data — Look for common goals/problems in surveys and interviews
• Leverage keyword research — Mine search queries for emotional desires
• Tap into pains and pleasures — Determine both pains to avoid and pleasures to gain

Once you uncover your readers’ desires, reflect them in your copy with relevant messaging and imagery.

Anticipate Roadblocks and Craft Empathetic Responses

Your readers will have objections to your offer. To persuade them, you must address these roadblocks directly.

First, research to uncover common objections, such as:

• Expense — “I can’t afford this right now”
• Time — “This seems too time-consuming”
• Confusion — “I’m not sure this will work for me”

Then, craft empathetic responses, using phrases like:

• “I know how you feel. I once felt the same way, until…”
• “This is a common concern. However, our clients find…”
• “I understand where you’re coming from. The good news is…”

When you show readers you understand their roadblocks, you build trust and goodwill. This makes them more open to your suggestions for overcoming objections.

Set Realistic Expectations About Your Offer

Many purchases end in disappointment because expectations weren’t properly set.

To avoid this in your copy:

• Avoid exaggerations that overpromise — Be truthful about limitations
• Highlight incremental progress — Don’t claim overnight success
• Share typical timelines — Be clear how long benefits may take
• Suggest reasonable usage — Give realistic recommendations

The goal is to pleasantly surprise readers by exceeding their expectations — not the opposite.

Tap Into Your Readers’ Aspirations and Identity

Our aspirations are closely tied to how we view ourselves and what’s important to us.

Copy that connects to aspirations related to identity, achievement, relationships and more can be highly motivating.

For example:

• Identity — “Join the ranks of elite professionals…”
• Achievement — “Your future self will thank you for mastering this…”
• Relationships — “Set a positive example and inspire those around you…”

Leverage your reader’s aspirations by integrating appropriate messaging and imagery into your copy.

Leverage Proven Psychological Triggers

Certain psychological triggers motivate action by tapping into emotions. Master copywriters artfully incorporate triggers like:

• Scarcity — Limited time/quantity promotions
• Social proof — Testimonials and peer endorsements
• Reciprocity — Free gifts with purchase
• Authority — Celebrity brand ambassadors
• Consistency — Referencing existing commitments

Use these and other motivational triggers judiciously, without coming across as overly salesy.

Paint a Picture of the Success Readers Can Achieve

Help readers clearly visualize the success your offer enables.

You can paint this picture with:

• Before and after contrasts — Dramatize the transformation
• Vivid outcome descriptions — Let readers imagine results
• Customer success stories — Bring testimonials to life
• Vision of the future — Spotlight how their life improves

The more vividly you help readers see results, the more motivated they’ll be to achieve it.

Real-World Examples of Using the DREAMS Framework

Now let’s examine how top copywriters leverage the DREAMS framework across different niches:

Weight Loss Offer

Here’s the example:

Tired of Your Weight Holding You Back? Rediscover the Confident, Healthy You

Feel like you’ve tried every diet but nothing works long-term? Are you embarrassed how your weight prevents you from living life to the fullest?

You’re not alone. I’ve been there too. I struggled for years as failed diet after diet left me demoralized. I thought I was destined to stay overweight and unhealthy forever.

But everything changed when I discovered the Lose It for Good system. I lost over 40 pounds and have kept it off for over 3 years now — even after having a baby!

The secret? Lose It for Good works unlike any diet you’ve tried, by focusing on true lifestyle transformation. This is not a quick fix — it’s a proven step-by-step process to reshape your eating habits, mindset, and body for good.

Here’s what you’ll get:

• Done-for-you healthy meal plans customized to your needs
• Guided mindfulness exercises to curb cravings and emotional eating
• Weekly expert coaching calls for motivation and accountability
• Private online community for support and inspiration
• Mobile app with food/exercise tracking to stay on target

With Lose It for Good, you’ll awaken the motivated, confident, vibrant person who’s been trapped inside you for too long.

Imagine finally being free of constant weight worries. Picture shopping for stylish, slim-fitting clothes. Feel your energy soar as you move through life unencumbered.

This future you is closer than you think. But spots are limited for the next Lose It for Good class starting July 15th.

Ready for the weight loss approach that will work where others failed? You hold the power to reinvent yourself at LoseItForGood.com

The old you is in the past. A new, healthy life awaits — if you’re ready to take the first step.

Software Tool

The live example:

Stop Wasting Time. Automate Your Workflow With WorkBot.

Feel like you’re constantly buried under an avalanche of tedious tasks? Are you staying late just trying to keep up, yet still falling behind?

You know you could be making better use of your time. But juggling everything without help seems overwhelming.

What if you had a personal workflow assistant to take these repetitive tasks off your plate?

Introducing WorkBot — the AI-powered productivity software that automates your busywork so you can focus on what truly matters.

Here’s what WorkBot delivers:

• Automated data entry and research
• AI-generated content and reporting
• Email and calendar management
• Customizable workflows to optimize any process

WorkBot handles the grunt work so you can finally work smarter. Eliminate the barrage of monotonous tasks draining your days.

Imagine being able to focus your energy on big picture strategy and creative problem solving. See the difference in your output and job satisfaction.

Our clients report an average 32% productivity boost. You could regain hours a week previously lost to drudgery.

Don’t tolerate time-wasting tasks a minute longer. WorkBot’s free trial lets you experience the benefits first-hand.

Take back your time and put it towards your purpose with WorkBot. The future of work is now.

Say goodbye to frustration and unlock your full potential with WorkBot. Visit WorkBot.com and maximize productivity starting today.

Online Course

Example:

Ready to Become an In-Demand Data Science Pro? Enroll in Our Immersive Program Before Spots Fill

Have you been eager to break into the lucrative field of data science but feel overwhelmed trying to figure out where to start?

Our Data Science Bootcamp empowers even total beginners to gain this sought-after skillset within 6 months.

Here’s what you’ll get:

• 120 hours of hands-on video training
• Real-world projects to build an impressive portfolio
• 1-on-1 mentorship from top data scientists
• Job search prep and guaranteed interviews

We fully prepare you for a thriving career in data science. Alumni have landed roles at top companies like Google, Amazon, and Microsoft.

Imagine finally understanding complex algorithms, creating intelligent models, and discovering hidden insights in data.

Picture the pride on graduation day and your excitement unboxing your first data science job offer.

The path to career transformation begins at our virtual doorstep. But this session starts January 10th and spots are filling quickly.

For a limited time, use code EARLY50 to save $2,000 on enrollment and lock in your spot.

Plus you’ll get 2 free bonus courses on machine learning and Python as our gift for acting quickly.

Unlock your inner data pro today. Visit DataScienceBootcamp.com, apply in 10 minutes, and prepare for lift off!

DREAMS for a Self-Help Book

Example:

Struggling with Self-Doubt and Feeling Stuck? Discover Your Path to Limitless Confidence

Do you chronically second guess yourself and give your power away? Feel overwhelmed trying to find purpose and direction?

You know deep down you’re meant for more. But negative thoughts and stagnation have locked your true potential away.

I’ve helped thousands find the keys to:

• Silence the inner critic and overcome self-doubt
• Break free of other’s limiting expectations
• Create a compelling vision to motivate bold action
• Build unstoppable confidence and self-esteem

My new book Limitless shows you how. Leveraging proven mindfulness techniques and cognitive behavioral strategies, you’ll find your path.

Imagine finally trusting your instincts, free of self-criticism. Envision the acclaim as you boldly pursue your wildest dreams.

Hear my story of moving from depressed and suicidal to international bestselling author and thriving entrepreneur. Let it inspire your own empowering transformation.

With Limitless, you’ll unlock the dynamically confident self waiting to be unleashed. But printer slots are limited for our next run — order in the next 5 days to guarantee your copy.

Stop waiting for permission to shine. Visit LimitlessBook.com and claim your free bonus audio training when you purchase today.

The only thing standing between the possible and impossible is your belief in yourself. Choose possibility — your moment starts now.

As you can see, the framework flexes easily for different niches when applied strategically.

Tips for Making the Most of Each DREAMS Element

Uncover Desires

Bad example:
“Finally achieve your dream body!” (Focused only on gains)

Good example:
“Tired of feeling self-conscious about your body? Our program helps you gain health, confidence and love your reflection.” (Acknowledges pains and gains)

Address Roadblocks

Bad example:
“Don’t worry about fitting it into your schedule. You’ll figure it out.” (Dismisses concern)

Good example:
“We know your schedule is crazy busy. Our workouts are designed to deliver results in just 20 minutes.” (Acknowledges and addresses concern)

Set Expectations

Bad example:
“Lose 50 pounds in a month!” (Sets unrealistic expectations)

Good example:
“Typical users lose 1-2 pounds per week with our program.” (Manages expectations realistically)

Tap Aspirations

Bad example:
“This course will make you a better writer.” (Focused just on skills)

Good example:
“This course will help unlock your potential as the creative, artistic soul you are.” (Connects to identity)

Motivate with Triggers

Bad example:
“50% off today only!” (Scarcity feels disingenuous)

Good example:
“Early bird registration ends Friday when event tickets sell out.” (Genuine urgency tied to live event)

Paint Success

Bad example:
“Achieve your goals!” (Vague about benefits)

Good example:
“Picture submitting projects in half the time. Our automation tools make that vision a reality.” (Paints vivid success scenario)

When you integrate these tips, your copywriting will elevate to the next level.

Combine DREAMS with Other Frameworks for More Impact

In the cutthroat world of copywriting, combining different formulas is essential for standing out. DREAMS plays well with others.

We’ve covered the basics, but DREAMS really shines when teamed up with complementary frameworks. It’s like an epic mashup between copywriting Voltron and the Avengers.

Let’s break down the top all-star partnerships:

DREAMS + AIDA

AIDA ensures you guide readers through Attention, Interest, Desire, Action. Pair it with DREAMS to skyrocket desire and conversion.

DREAMS uncovers deep desires while AIDA focuses on progressive engagement. Together they captivate attention with emotional desires and seamlessly lead to the final sale. No continuity gaps.

For example, see how this fitness copy leads readers through AIDA while tapping desires with DREAMS:

“Feeling tired and overweight? It’s not your fault. Crazy diets and exhausting workouts have failed you.

But there’s finally a better way — our revolutionary Flex Diet system. This is more than a temporary diet. It’s a holistic life transformation.

Just 12 weeks of steady progress helps our clients sculpt the body and health they’ve always desired.

Imagine finally shopping for those skinny jeans you thought were impossible.

The Flex Diet community guides you each step, melting away pounds to reveal the new confident you. Stop wasting time on disappointment — your journey begins today.”

DREAMS + BAB

BAB spotlights the Before, After, Bridge journey. Mix it with DREAMS to dramatically contrast the transformation.

DREAMS identifies desires while BAB shows the transition from pain to solution. Combined, they create vivid before and after scenarios, with DREAMS providing emotional motivations along the journey.

See it in action:

“Before Flex Fit — exhausted and overweight with plummeting confidence.

After Flex Fit — bursting with energy in the body I always wanted but thought impossible.

The 12-week Flex system bridges the gap.

Through steady progress, not crash diets, we transform you meal by meal, sweat by sweat.

Is it easy? No. But does it work? Absolutely — just ask the thousands of members who thought “after” could never be their reality. Now it can be yours too.”

DREAMS + PAS

PAS starts with the Problem, Agitates it, then Solves it. Integrate it with DREAMS to highlight desires within the problem.

PAS provides the situation — problem — solution narrative while DREAMS infuses emotional motivation into the problem phase, priming readers for the solution.

Observe:

“Losing weight is frustratingly hard.

You eat healthy, only to see the scale barely budge.

You try every new fad diet only to gain it all back.

You exercise for hours but those love handles stick.

The exhaustion, stress and disappointment piles up.

There must be a better way than this endless loop of failure.

Yes — there finally is. Introducing Flex-Phase dieting…[solution]”.

DREAMS + FAB

FAB communicates Features, Advantages, Benefits. Add DREAMS to spotlight emotional benefits.

FAB provides logical details while DREAMS highlights identity-level transformation. Combined, they convey both rational and emotional incentives to buy.

For example:

“Our CRM software has user-friendly features like one-click reporting and drag-and-drop workflows.

The advantage? Tasks that took hours now take minutes.

But the real benefit? Confidence in taking your consulting business to new heights, with efficiency unlocking the potential future you’ve always known you’re capable of.”

Pro Tips for Copywriting Voltron

When morphing different frameworks together, follow these best practices:

Top 8 Tips for Applying the DREAMS Framework

To help you master this approach, here are key tips for effectively implementing each element:

1. Research reader desires by analyzing surveys, interviews, and emotional keywords.

Send out questions and surveys to find out what readers hope to get or what problems they want to avoid.

Read interviews and people’s comments to spot common things they feel strongly about.

Look at the types of words that spark emotion to see their dreams.

Use this information so your writing connects with readers.

2. Pre-empt roadblocks by addressing common concerns and objections upfront.

Don’t wait for concerns to come up later.

Research carefully to find out likely worries readers have, especially about costs, complexity, time needed, and learning.

Then directly address those topics upfront.

When you validate concerns ahead of time, readers feel less doubtful.

3. Set realistic expectations by being transparent about timelines and limitations.

Don’t make claims that get hopes up too high and later disappoint.

Be clear upfront about how long things may take, what limits exist, and how to use them properly.

Your goal is to make readers happily surprised when you go beyond expectations, not fall short.

4. Tap into aspirations related to identity, achievement, and relationships.

Use messaging that relates to how readers see themselves, meaningful aims, and relationships they care about.

Know what matters to readers.

Reflect on those things in your writing and show how you can help make dreams happen.

5. Ethically integrate scarcity, social proof, and other motivational triggers.

Tactics like showing urgency, social proof from others, and more can encourage readers. But avoid being overly salesy.

Use those tools carefully and truthfully.

Make deals match real deadlines.

Share real experiences from actual users.

Focus more on core values than catchy ads.

6. Help readers visualize success with vivid before and after contrasts.

Use lively “before and after” descriptions to help readers clearly picture going from struggle to the positive solution you give. Make that vision crystal clear.

7. Combine DREAMS with complementary frameworks like AIDA, PAS, and FAB.

Blend DREAMS with other helpful formulas like AIDA, PAS, and FAB to keep readers engaged.

Test combinations to see which work best with your readers and offerings.

8. Use DREAMS as a checklist to gauge whether your copy connects on an emotional level.

When reviewing your drafts, systematically go through each DREAMS element.

Assess whether your writing fully addresses each one in a way that activates reader’s emotions.

Let the DREAMS guide improvements.

Use This Reusable DREAMS Framework Template, Prompt or CustomGPT

To easily apply the DREAMS framework yourself, plug your details into this reusable template:

DREAMS Framework Copywriting Template

Desires My readers want: {insert target audience desires}

Roadblocks They are concerned about: {insert reader objections}

Expectations I will set expectations by: {explain timeline, limitations, etc}

Aspirations This connects to their aspirations for: {identity, achievement, relationships, etc}

Motivations I will motivate them by: {insert scarcity, social proof, or other triggers}

Success They will envision this success: {describe transformation in vivid detail}

Or you can use my prompt to generate a copy infused with the DREAMS copywriting formula using AI copywriting tools of your choice.

The Reusable Prompt for the DREAMS Formula

You are an award-winning AI assistant specialized in creating persuasive and emotionally compelling copy using the proven DREAMS framework.

DREAMS is a strategic copywriting tool focused on activating these psychological elements in readers:

Desires — Identifying the audience’s core wants, passions and aspirations related to the offering.

Roadblocks — Anticipating common objections and concerns, then addressing them upfront.

Expectations — Setting realistic expectations about timelines and results.

Aspirations — Connecting to identity, achievement goals and deeper relationships.

Motivations — Ethically integrating scarcity, social proof and other triggers.

Success — Painting a vivid “after” vision of the transformation and benefits readers gain.

When generating copy, you will ensure it thoroughly incorporates each DREAMS element to maximize impact. Your goal is copy that taps into readers’ deepest desires and motivations, overcoming objections and guiding them to success.

______________________

DREAMS CustomGPT

Of course, how could it be without CustomGPT.

I always say this: ChatGPT does not write as well as Claude.

Claude version 2.0 is more creative and interesting to “listen to,” but it also makes more mistakes. And the more you ask it to write, the “dumber” Claude 2.0 gets.

As for Claude version 2.1, there are fewer errors, but it is a bit harder to get very human-like content.

We should talk more about the different versions in a separate post.

In general, if you have a paid subscription to ChatGPT Plus but not Claude, try out my CustomGPT.

You can also make any content from this CustomGPT sound more human with my AI Humanizer tool (which is also a custom ChatGPT).

But like I said before — for writing very human-like content, Claude version 2.0 is best.

So it depends on what you want. Both have pros and cons. It is up to you to decide.

Now, let me show you how it works.

I’ve just asked Claude to write an email copy aiming to sell my imaginary AI copywriting tool (who knows, one day, I can create one):

Next, we’ll just copy this to my newly created custom GPT, and the tool will do its work — it will apply the DREAMS formula to any content you paste in:

Of course, this won’t pass AI detection, but if we process this letter through my AI humanizer (i highly recomment to read the instructions before using it), a miracle can happen:

Let’s check it in Originality:

99% original content.

Any questions, sir? I don’t have any.

FAQs About the DREAMS Copywriting Framework

Here are answers to common questions about mastering and applying this strategic copywriting tool:

What if I don’t know my readers’ desires and objections?

Thorough audience research is key. Analyze surveys, interviews, reviews and emotional keywords to gain insights.

How much should I rely on scarcity and social proof?

Use ethical amounts as seasoning. Overusing triggers seems salesy. Prioritize conveying core value.

What if my product/service doesn’t transform lives?

Before/after contrasts work for more subtle improvements too. Spotlight how it makes daily life easier.

Is DREAMS only for long-form copy or landing pages?

The principles apply to any medium. Distill elements for taglines, emails, ads, and more.

How can I learn this skill quickly?

Practice on existing copy and get feedback from experienced copywriters. Internalize tactics through regular application.

Mastering the psychology of persuasive copy takes time. But the DREAMS framework gives you a proven blueprint to connect with readers in a deeper way.

Use it to take your copywriting to the next level.

Wrap Up

The curtain closes on our DREAMS extravaganza. Take a bow, framework fiends.

We’ve covered a lot of ground here — the basics, real-world examples, combinations, and tips to level up your skills.

Now, the spotlight shines on you. How will you take these tools and craft copy that truly resonates? Copy that seeps into your readers’ hearts and whispers, “This. This is what I’ve been waiting for.”

It won’t happen overnight. Mastering the psychology of desire takes work. But you have the blueprint now. Slowly, steadily, the pieces will come together.

There will be frustrations, of course. The first draft flops and fails to resonate. But the dream of words that ignite action keeps calling you back.

And those words are closer than ever now. You’ve expanded your toolkit, honed your process. The next great headline is just a few taps away.

So soak up these wins today. Then, get back out there with renewed vigor. Your readers are waiting to fulfill their aspirations. And you, esteemed copycrafter, hold the pen that will guide them.

Write on, legendary wordsmith. Write on.