The "CVD" Framework

This isn't your typical PAS or AIDA.

This is the “CVD” Framework.

It’s built on three things your reader actually wants:

• Curiosity to pull them in
  

• Visualization to make it real
  

• Decision to let them choose

It’s not flashy.
It’s not formulaic.
But it feels real.

We’re not shouting benefits.
We’re not hammering urgency.
We’re building something subtler and far more effective.
We’re creating a moment.

Let’s break it down.

1. Curiosity: Lead With a Question or Statement

Your first line isn’t selling. It’s inviting.

Start with something that disrupts the usual scroll behavior:

• A question that makes the reader think
   “Would you ever buy something totally useless just because it made you laugh?”
  

• Or a bold, slightly absurd statement:
   “This is the most ridiculous thing I’ve ever spent $6 on—and I’d do it again.”

Why it works:
It lowers resistance.
It opens a mental loop.
And it says, “Hey, we’re just talking here.”

2. Visualization: Paint a Scene, Not a List

Now that they’re curious—show, don’t tell.
Pull them into a real-life moment they can feel.

Forget benefits and bullet points for now.
Instead, create a 3-second movie in their mind:
“You’re in the office. Monday. Tired. You grab your water bottle… and it says ‘Do Epic Sh*t.’ You smirk.”

Why it works:
People believe what they can picture.
And if they feel it, they remember it.

3. Decision: Let Them Say Yes Before You Sell

We don’t push.
We spark little mental “yeses.”

How?
By using dialogue-style lines, “vote” options, and by mimicking their inner voice:

• “I’d actually use this.”
  

• “My sister would freak out over this.”
  

• “Okay fine… I want it.”

You’re not telling them who the product is for.
You’re letting them imagine themselves using it.

Slip in mini use cases that feel personal.
Handle doubts with honesty and a smile.

Then, and only then, you drop the CTA:

“If you’re already picturing it on your desk, or gifting it to your best friend, this is your moment to grab one before they sell out. It’s only $6.”

Why it works:
By the time you ask them to buy, they already have. The CTA just gives them permission to follow through.

To know if your copy follows the CVD Framework? Ask yourself:

• Does the opening make me lean in or scroll past?
  

• Can I see the moment, or am I reading a product sheet?
  

• Would someone nod along internally before they even hit the CTA?

If yes, your copy isn’t forcing a sale.
It’s starting a relationship.

That’s the kind of copy that gets remembered, clicked, and shared.

If you have interacted with our Sales Chat selling the Bacon Strips Bandages, and would like to see a more in-depth breakdown, check out this issue: The Bacon Strip bandages Copy Breakdown.

Until next time…