Steal 10 proven copywriting frameworks for your campaign (+ 5 special ones)
Great taglines and campaign slogans aren’t just clever – they follow a proven structure.
Below, I’ll unpack 10 time-tested frameworks brands use to write magnetic copy, plus 5 original ones you’ve never seen before.
1. Alliteration
What it is: Repeating the same consonant sounds to create rhythm and memory hooks.
Formula: [Adjective/Verb] + [Noun] + [Noun/Verb]Examples:
Fireworks, Freedom, and Flash Sales (Retail)
Sip, Savor, and Shine (Beverage)
Clean, Calm, Confident (Skincare)
2. Parallel Structure / Rule of Three
What it is: Presenting three balanced elements for a satisfying cadence.Formula: Verb + Verb + Verb or Noun + Noun + NounExamples:
Grill. Chill. Repeat. (F&B)
Bold, Bright, Better. (Interior design)
Stretch. Strengthen. Succeed. (Fitness)
3. Negation
What it is: Saying what it’s not to highlight what it is.Formula: Not X. Just Y.Examples:
Not just fast. Fast with flavor. (QSR/food delivery)
No fluff. Just function. (Tech gadgets)
Not your dad’s razor. (Grooming)
4. Unexpected Juxtaposition
What it is: Combining two unlikely ideas for contrast and surprise.
Formula: [Traditional Concept] + [Modern/Unusual Twist]Examples:
Where fireworks meet fine dining (Hospitality)
Luxury meets lawn chairs (Event planning)
Camo meets couture (Fashion)
5. Puns & Wordplay
What it is: A clever twist on familiar language.Formula: Familiar Saying + Product RelevanceExamples:
United Steaks of America (Meat subscription)
Grill-ty of Great Taste (F&B)
Flag This Sale! (Retail)
6. Call to Action as a Headline
What it is: Turning your CTA into your tagline.Formula: Verb + Emotional OutcomeExamples:
Celebrate Loud (Events)
Light Up Your Cart (Ecommerce)
Fuel the Fun (Gas stations / road trip promos)
7. Echoic Repetition
What it is: Repeating a keyword for rhythm and emphasis.
Formula: [Word], [Word], [Word] or [X with X] structureExamples:
Freedom, Freedom, and More Freedom (Patriotic brands)
Red, White, and Ready to Go (Fashion)
Strong with Strength (Supplements)
8. Contrast
What it is: Highlighting two opposites to create tension and depth.
Formula: It’s not just [X], it’s [Y].Examples:
Not just clean—clinical. (Skincare)
All spark, no smoke. (Grill tools)
Where calm meets chaos. (Music festivals)
9. Cultural References
What it is: Using iconic cultural phrases, films, songs, or traditions.
Formula: Famous Saying + Brand Tie-InExamples:
Born to Grill (F&B)
Made in the U.S. Yay! (Apparel)
One Nation, Under Style (Fashion)
10. Emotional Framing
What it is: Leading with feeling rather than features.
Formula: Because + Emotional ReasonExamples:
Because memories matter (Photography)
Because freedom looks good on you (Beauty)
Because dads deserve more than socks (Gifting)
+5 Special Frameworks You Won’t Find Anywhere Else
Straight from the dee-on-words lab – these next five are original, versatile, and waiting to be stolen (uh, adapted):
11. Backwards Logic
What it is: Start with the outcome, then subvert the expected cause.
Formula: [Unexpected Result]? Must be [Unexpected Logic].
Examples:
Your AC bill is jealous. Must be our sunscreen. (Skincare)
You didn’t burn the steak? Must be our apron. (BBQ gear)
Everyone showed up? Must be your playlist. (Streaming app)
12. The One-Word Obsession
What it is: Take one high-impact word that best defines your campaign and orbit the tagline around it.
Formula: [Trigger Word]. [Emotion/Benefit/CTA].
Examples:
Grill. Glorious. Yours. (Cooking tools)
Bold. Because Beige Is Boring. (Home decor)
Speed. No Apologies. (EV brand)
This is similar with the rule of three framwork, but the actual framing is different, because it forces you to think of one word that best describes your campaign.
You might have a campaign with 3 main core benefits, in which case this would not be the perfect framework for you.
13. Rebellious Whisper
What it is: Softly subversive phrasing – just enough rebellion to intrigue, not offend.
Formula: [Unexpected Truth]. [Elegant Reframe].
Examples:
Socks are boring. But ours start conversations. (Apparel)
Crowds suck. That’s why we ship. (Events > delivery boxes)
Glitter’s loud. We like it that way. (Makeup)
14. The Micro Story
What it is: A tagline that hints at a full narrative in a single line.
Formula: [Implied character/situation] + [Twist or Insight]Examples:
She brought the pie. We brought the power tools. (Hardware store)
Dad forgot the napkins. Good thing we don’t. (Meal kits)
One click. Endless nights under the stars. (Outdoor gear)
15. The Echo Switch
What it is: Start with a phrase, then give it a new meaning halfway through.
Formula: [Familiar phrase]… [Unexpected pivot].
Examples:
Let freedom ring… at checkout. (Retail)
Born in the USA… now shipping worldwide. (Ecomm/DTC)
Home of the brave… and the bold print tee. (Fashion)
Use these 15 frameworks as your creative playground.
Which one are you stealing next?
