Choose the right messaging structure—for the right content, at the right time.
What It Is
The Framework Selector Guide™ helps you apply proven messaging frameworks—like StoryBrand, PAS, AIDA, or JTBD—to the right assets across your funnel.
It’s not just about choosing a style. It’s about matching your messaging structure to where the buyer is in their journey—so every piece of content feels relevant, timely, and persuasive.
Why It Matters
Great messaging isn’t just about what you say—it’s about how you say it. And not every content type or funnel stage needs the same structure.
The wrong framework at the wrong time can lead to:
- Storytelling when clarity is needed
- Over-selling when trust isn’t built
- Feature dumping before buyers understand the problem
This guide helps you:
- Select the best-fit messaging model for each funnel stage (TOF, MOF, BOF)
- Apply the right structure to pages, ads, content, and campaigns
- Create consistency across your team—without one-size-fits-all copy
How to Use It
Start with your Funnel Fix Mapping Grid™ and ICP insights. For each piece of content or funnel asset you’re working on, ask:
- Where in the funnel will this live?
- What is the buyer’s mindset at this point?
- What’s the most effective framework to meet them there?
Use the guide to choose the model that best fits the goal:
- StoryBrand for homepage and narrative-driven content
- PAS (Problem-Agitate-Solve) for ad copy, short-form pages
- AIDA (Attention-Interest-Desire-Action) for email and sales pages
- JTBD (Jobs to Be Done) for product messaging and buyer enablement
Let the buyer’s struggle—not internal preference—determine the structure.