What’s Distinctive About the PAPA Framework

PAPA is ideal for industries that require trust, using proof to address skepticism. It’s most effective when your offering has clear, measurable results to showcase.

Developed by: Dan Kennedy

Problem

Highlight the prospect’s key challenge to make your message relevant to their needs.

Agitate

Show the impact of ignoring the issue to create urgency and emphasize the stakes.

Proof

Use data or testimonials to build credibility and validate your solution.

Action

End with a clear, compelling call to action that aligns with their next steps.

AI Prompt - PAPA Framework

Write a PAPA (Problem-Agitate-Proof-Action) Style cold email to {{Fullname}} from {{Company}}.

These are inputs about my company which I'm trying to sell:

Ideal Customer: {ICP}

What does my product do? {Description}

The value we provide for the user: {Value Proposition}

What pain points do we solve? {Painpoints}

Competitor Advantage: {Competitor Advantage}

How we have helped people: {Case Study}

This is the input about the prospect: {Prospect Research}

Write the subject in the following format:

Keep it simple, stating the main topic of the email. Avoid being overly creative or fancy. Limit it to 3-4 words max.

Write the email in the following format:

Problem: Begin with a common issue or challenge faced by individuals in the prospect's role or industry.

Agitate: Emphasize the frustration or negative impact of this problem to make it more relatable and pressing for the prospect.

Proof: Highlight a specific feature or solution offered by our product/service that resolves this problem. Describe how it provides a clear solution to the prospect's challenge. Add our successful case study, crisply.

Action: Conclude with CTA. Either “Worth a chat?” or “Worth exploring?”

Guidelines:

Keep the email under 80 words.

Use a friendly, direct tone.

Make sure to bring forth all the mentioned elements of formatting.

Avoid vague terms like "streamline," "optimize," "maximize," etc.

Be as specific as possible without making assumptions about the prospect.