Content Structures

 

Practical Sales Training™  > Wordplay > Content Structures

 

 

What is it?

Content Structures are proven frameworks for shaping your message so it grabs attention, builds interest, and drives action. Instead of writing freeform and hoping your message works, you use a structure that guides the flow and increases impact.

Marketers, sales teams, and copywriters rely on these frameworks because they have been tested for decades. They give you a repeatable way to frame your offer so that people listen, engage, and respond.

How does it work?

Content structures work because they mirror how people naturally think and make decisions. Each framework is designed to lead your audience from awareness to action:

  • Highlight the problem.

  • Show the stakes.

  • Present the solution.

  • Make the next step clear.

By following a structure, you reduce the risk of confusing your audience and increase the chance they will pay attention, remember your message, and take action.

How can you use it?

Here are five of the most effective content structures you can use right away:

1. PAS (Problem – Agitate – Solution)

  • Problem: Identify the pain your audience feels.

  • Agitate: Make it feel urgent or costly.

  • Solution: Present your offer as the fix.

Example:
“Struggling to convert leads? Every week that passes you’re burning more and more opportunities… That’s why we created Clear Sales Message™ to help teams convert with confidence.”

2. AIDA (Attention – Interest – Desire – Action)

  • Attention: Hook with a bold statement.

  • Interest: Explain why it matters.

  • Desire: Show benefits and outcomes.

  • Action: Tell them the next step.

Example:
“97% of pitches fail to connect. Here’s how to make yours irresistible… Ready to sell with clarity? DM me the word CONVERSION.”

3. BAB (Before – After – Bridge)

  • Before: Describe life with the problem.

  • After: Paint the better future.

  • Bridge: Show how your solution gets them there.

Example:
“Before: Your team chases leads with no response. After: They close confidently. Bridge: Clear Sales Message™ makes that shift happen.”

4. FAB (Features – Advantages – Benefits)

  • Features: What it does.

  • Advantages: Why it’s better.

  • Benefits: What it means for them.

Example:
“Our training includes role-play scripts (feature), so your team practices in real time (advantage), meaning they sell with confidence in the field (benefit).”

5. 4P’s (Picture – Promise – Prove – Push)

  • Picture: Paint the problem or dream.

  • Promise: What you’ll deliver.

  • Prove: Evidence or testimonials.

  • Push: Strong call-to-action.