HERO Framework for Copywriting

Joseph Campbell
Joseph Campbell

structured approach for creating persuasive and compelling copy. It stands for:

  • Headline: The main message or the hook to grab the reader’s attention
  • Emotional hook: The emotional appeal that connects the reader with the product or service being offered.
  • Reason why: The logical explanation or the benefits of why the reader should take action.
  • Offer: The specific offer or call to action for the reader.

Goals

To grab the reader’s attention and make them interested in the product or service offered. To create an emotional connection with the reader and make them feel invested in the product or service. To provide a clear and compelling reason why the reader should take action and choose the product or service. To present a clear and specific offer or call to action to the reader.

Best pratices

Use a strong and attention-grabbing headline. Identify the emotional needs and desires of the target audience and use that to create an emotional hook. Provide a clear and concise explanation of the benefits of the product or service and why it meets the reader’s needs. Make the offer or call to action clear, specific, and easy to follow.

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