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Top 10 Ecommerce Advertising Copywriting Frameworks

by Pedro Franca
4 minutes
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Boost your ecommerce sales with these 10 advertising copywriting frameworks for ads. Master the art of persuasive copywriting!

In the fast-paced world of ecommerce advertising, capturing your audience’s attention with scroll-stopping copywriting is crucial. People are not in the mood to waste time reading your ads, so your copy needs to be compelling, concise, and effective.

Whether you’re a seasoned marketer or a newcomer, these 10 ecommerce advertising copywriting frameworks can be your secret weapon for crafting ads that resonate with your audience and drive conversions.

1. Problem-Solution

❄️ Top of the funnel: awareness and interest stage.

💡 Highlight the functional benefits of your product.

Identify a common problem your target audience faces and present your product as the solution. This framework is straightforward and focuses on the utility of the product.


“Struggling with [Problem]? Our [Product] ensures [Solution].”


“Struggling with slow Wi-Fi? Our high-speed router ensures seamless streaming.”

2. Before-After

🌤️ Middle of the funnel; consideration stage.

💡 Showcase the transformative power of your product.

Paint the picture of how is your customer’s life before your product. Then illustrate the after version and your product as the solution. This framework is visually compelling and makes the benefits tangible.


“Transform your [Before State] to [After State] with our [Product].”


“Transform your skin from dull to radiant with our Vitamin C serum.”

3. Teaser-Reveal

❄️ Top of the funnel; awareness stage.

💡 Pique curiosity and make the reveal memorable.

Start with a question or intriguing statement, then reveal the answer or product. This framework creates curiosity and engagement.


“The secret to [Desired Outcome]? Our [Product]!”


“The secret to everlasting freshness? Our 48-hour antiperspirant!”

4. Challenge-Outcome

🌤️ Middle of the funnel; consideration stage.

💡 Demonstrate the effectiveness of your product in challenging situations.

Pose a challenge or question that your product can solve, and then show the outcome. This framework offers a narrative mini-journey.


“Can’t [Challenge]? Our [Product] makes it [Outcome].”


“Can’t keep your plants alive? Our self-watering pots make it foolproof.”

5. Journey Snapshot

🔥 Bottom of the funnel: decision stage.

💡 Simplify and humanize the buying process.

Briefly show the journey of using your product, from start to finish. This framework demystifies the process.


“From [Start] to [Finish], enjoy [Benefit] with [Product].”


“From click to sip, enjoy specialty coffee delivered to your doorstep.”

6. Testimonial Drive

🌤️🔥 Middle to Bottom of the funnel; consideration to the decision stage.

💡 Build trust and credibility.

Use a quick customer testimonial to tell a story. This framework adds social proof and relatability.


“[Customer Name] boosted [Metric] by [Percentage] using our [Product].”


“Mike boosted his testosterone by 30% using our Testoplus Pack.”

7. FOMO (Fear of Missing Out)

🔥 Bottom of the funnel; decision stage.

💡 Create urgency and prompt immediate action.

Create a story that makes people feel they’ll miss something great if they don’t act now. This framework plays on the psychology of scarcity.


“Only [Number] left! Grab our [Product] before they’re gone.”


“Only 10 left! Grab our limited-edition sneakers before they’re gone.”

8. Cliffhanger

❄️ Top of the funnel: awareness stage.

💡 Drive engagement and clicks.

Start a story but don’t finish it, prompting the viewer to click to find out more. This framework is an engagement hook.


“How did [Person] [Achieve Something]? Click to reveal!”


“How did Anna save 50% on her shopping? Click to reveal!”


Want to see another cliffhanger example?

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9. Quick Tutorial

🌤️ Middle of the funnel; consideration stage.

💡 Educate the customer about how easy it is to use your product.

A fast how-to guide that shows your product in action. This framework is educational and practical.


“[Number] steps to [Desired Outcome] with our [Product].”


“Three steps to gourmet pasta with our all-in-one pasta maker.”

10. Emotional Hook

❄️🌤️ Top to Middle of the funnel; awareness to consideration stage.

💡 Build brand affinity and emotional resonance.

A story that tugs at the heartstrings, making the product secondary but memorable. This framework creates an emotional connection.


“Create [Emotional Outcome] with our [Product].”


“Create unforgettable family dinners with our organic meal kits.”

Crafting compelling ecommerce advertising copy is both an art and a science. Using these 10 frameworks, you can create ads that capture attention and guide your audience through the customer journey, from awareness to conversion. So experiment with these frameworks and watch your ecommerce advertising game reach new heights.


It’s key to ensure your copy is clear and that your customer journey is seamless. It doesn’t matter how great your advertising copywriting is if your journey is broken or unclear.

Check out our guide on How to Clarify Your Ecommerce Customer Journey to learn more.

Leverage These Ecommerce Advertising Copy Frameworks on Your Next Campaign!

At Harpia, we are dedicated to helping ecommerce businesses skyrocket through email marketing and advertising strategies.

Better yet, we can audit your current marketing agency to ensure you’re not missing out on major growth and profit opportunities!

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Pedro Franca

Pedro is the founder at Harpia, an ecommerce growth agency focused on scaling inspiring brands through email marketing and advertising. He helped over 50 brands sell $100+ million with the Harpia Method.

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