The ASCEND Copywriting Model, introduced by Scot Smith in 2024, offers a structured approach to crafting persuasive sales communications.

This framework is particularly beneficial for professionals like mortgage brokers, agency founders, and independent consultants.

Components of the ASCEND Model:

• [ ] Attention: Capturing the audience’s focus through compelling headlines or opening statements.
• [ ] Storytelling: Engaging readers by narrating relatable stories that resonate with their experiences.
• [ ] Credibility: Establishing trust by providing evidence, testimonials, or data supporting claims.
• [ ] Emotion: Appealing to the audience’s emotions to foster a deeper connection with the message.
• [ ] Need: Highlighting the audience’s specific needs or pain points that the product or service addresses.
• [ ] Decision: Guiding the audience toward a clear call to action, encouraging them to make a decision.

The ASCEND model distinguishes itself by integrating storytelling and emotional engagement, setting it apart from traditional frameworks like AIDA (Attention, Interest, Desire, Action) and PAS (Problem, Agitate, Solution).

This holistic approach ensures that sales communications are not only persuasive but also resonate on a personal level with the audience.

Scot Smith • meetscot.com • [email protected]

ASCEND summit