# Framework Decision Matrix

Reference file for selecting the optimal copywriting framework based on context variables.

---

## 1. Decision Matrix: Ticket × Awareness × Audience Type

| Ticket | Awareness | Emotional | Rational | Impatient | Skeptical |
|--------|-----------|-----------|----------|-----------|-----------|
| Low | Cold | SSS | FAB | 1-2-3-4 | QUEST |
| Low | Warm | AIDA | FAB | 1-2-3-4 | ACCA |
| Low | Hot | 4Ps | FAB | 1-2-3-4 | ACCA |
| Mid | Cold | SSS | QUEST | AIDA | PASTOR |
| Mid | Warm | PASTOR | ACCA | AIDA | QUEST |
| Mid | Hot | 4Ps | FAB | 1-2-3-4 | ACCA |
| High | Cold | SSS | QUEST | PASTOR | PASTOR |
| High | Warm | PASTOR | ACCA | PASTOR | QUEST |
| High | Hot | 4Ps | ACCA | AIDA | ACCA |

---

## 2. Framework Comparison (Scores 1-5)

| Framework | Emotion | Logic | Storytelling | Social Proof | Education | Urgency | Qualification | Flexibility | Speed |
|-----------|---------|-------|-------------|-------------|-----------|---------|--------------|-------------|-------|
| AIDA | 4 | 3 | 3 | 3 | 2 | 4 | 2 | 5 | 5 |
| 4Ps | 5 | 2 | 4 | 3 | 2 | 4 | 2 | 3 | 4 |
| PASTOR | 5 | 4 | 5 | 4 | 3 | 3 | 3 | 3 | 2 |
| FAB | 2 | 5 | 1 | 2 | 4 | 2 | 3 | 4 | 5 |
| ACCA | 3 | 5 | 2 | 4 | 4 | 3 | 4 | 3 | 3 |
| SSS | 5 | 2 | 5 | 3 | 3 | 2 | 2 | 2 | 2 |
| QUEST | 3 | 4 | 3 | 3 | 5 | 2 | 5 | 3 | 3 |
| 1-2-3-4 | 2 | 4 | 1 | 3 | 3 | 3 | 2 | 4 | 5 |

---

## 3. When to Use Each Framework

| Framework | Best For | Avoid When |
|-----------|----------|------------|
| **AIDA** | General-purpose pages, first drafts, fast turnaround, any ticket level | Highly skeptical audience needing deep proof |
| **4Ps** | Emotional buyers, hot audiences, urgency-driven offers, event launches | Rational B2B buyers who need specs and ROI data |
| **PASTOR** | High-ticket, cold-to-warm audiences, complex transformations, mentoring | Low-ticket impulse buys where brevity wins |
| **FAB** | SaaS, rational buyers, feature-rich products, B2B, comparison shoppers | Emotional storytelling-driven niches |
| **ACCA** | Skeptical audiences, B2B, products needing proof and credibility | Cold audiences who don't yet understand the problem |
| **SSS** | Cold audiences, origin stories, personal brands, course/mentoring launches | Impatient buyers who want bullet points fast |
| **QUEST** | Educational products, skeptical/analytical buyers, complex solutions | Hot audiences already sold — too much qualification slows them |
| **1-2-3-4** | Low-ticket, impatient buyers, e-commerce, simple offers, ads, email | High-ticket offers needing deep trust-building |

---

## 4. Combination Recommendations

| Primary | Combine With | Use Case |
|---------|-------------|----------|
| PASTOR | SSS | High-ticket + cold audience: story hooks them, PASTOR converts |
| AIDA | FAB | Mid-ticket SaaS: AIDA structure with FAB feature sections |
| QUEST | ACCA | Skeptical + educated audience: qualify first, then prove with evidence |
| SSS | 4Ps | Emotional launch: story opening → picture-promise-push-proof close |
| PASTOR | ACCA | High-ticket B2B: problem-agitate with comprehensive proof layers |
| AIDA | 1-2-3-4 | Fast landing pages: AIDA flow with numbered benefit sections |
| SSS | PASTOR | Webinar/VSL: star-story opening → pastor conversion sequence |

---

## 5. Quick Decision Flowchart

```
START
│
├─ Do you know the audience well?
│  ├─ NO → AIDA (safe default)
│  └─ YES ↓
│
├─ Is the audience cold (unaware of you)?
│  ├─ YES → Are they emotional or rational?
│  │  ├─ Emotional → SSS (story-first)
│  │  └─ Rational → QUEST (educate + qualify)
│  └─ NO ↓
│
├─ Is the ticket HIGH (>$500)?
│  ├─ YES → Is the audience skeptical?
│  │  ├─ YES → PASTOR + ACCA combo
│  │  └─ NO → PASTOR (standalone)
│  └─ NO ↓
│
├─ Is the buyer impatient / low attention?
│  ├─ YES → 1-2-3-4 (fast, scannable)
│  └─ NO ↓
│
├─ Is the buyer rational / needs specs?
│  ├─ YES → FAB or ACCA
│  └─ NO ↓
│
├─ Is there urgency / event / deadline?
│  ├─ YES → 4Ps (picture-promise-push-proof)
│  └─ NO → AIDA (reliable default)
│
END
```

---

## 6. Product Type → Framework Mapping

| Product Type | Primary | Secondary | Notes |
|-------------|---------|-----------|-------|
| Curso online | PASTOR | SSS | Story-driven transformation narrative |
| Mentoria | PASTOR | SSS + ACCA | High trust needed; combine story + proof |
| Consultoria B2B | ACCA | QUEST | Lead with credibility and case studies |
| E-book / lead magnet | 1-2-3-4 | AIDA | Keep it fast and benefit-focused |
| SaaS | FAB | ACCA | Feature-benefit clarity with proof |
| E-commerce | 1-2-3-4 | FAB | Quick scannable benefits |
| Evento presencial | 4Ps | SSS | Urgency + emotional story |
| Lancamento (launch) | 4Ps | PASTOR | Deadline-driven + transformation promise |
| Remarketing | 1-2-3-4 | ACCA | They already know you — be direct, add proof |
| Webinar registration | AIDA | 4Ps | Simple hook → promise → CTA |
| Anuncios (ads) | AIDA | 1-2-3-4 | Short format, fast hook |
| Email sequence | PASTOR | SSS | Narrative across multiple emails |
| High-ticket (>$2k) | PASTOR | SSS + ACCA | Full trust-building arsenal |
| Low-ticket (<$50) | 1-2-3-4 | AIDA | Minimize friction, maximize clarity |

---

## 7. The Golden Rule

> **When in doubt, start with AIDA.**
>
> AIDA scores highest in Flexibility (5) and Speed (5). It works for any ticket level, any awareness stage, and any audience type. Use it as the default, then layer in elements from specialized frameworks (SSS stories, ACCA proof, FAB features) as needed.
>
> AIDA is never wrong — it is just sometimes not optimal. The other 7 frameworks are optimizations on top of AIDA's foundation.
