The S.C.A.R.Y. Copywriting Framework
Writing a landing page that converts
The draft read well enough. It mentioned the product’s benefits. It had no typos. It even used some power verbs.
But something felt off.
We were writing a landing page for a recruiting automation platform, and after reviewing it for the third time, I realized the core problem: the idea was solid — but it sounded scattered.
It jumped straight to the product. No buildup. No flow. No moment for the reader to breathe, relate, or nod along.
It was the kind of copy that makes the reader go:
“Wait… what are you trying to say?”
So we paused. Took a step back. And applied a structure I had recently learned from Arvind Sundar at AI for Career Growth — a clear, deceptively simple framework called SCARY.
And it worked.
The SCARY Framework
SCARY stands for:
Situation — set the context
Cause — explain the underlying problem
Answer — offer your solution
Result — paint the future
Your turn — prompt action
Think of it as a bridge:
From where your audience is → to where you want them to go.
You don’t just pitch.
You lead the reader step by step, from empathy → insight → action.
This works not just in copy, but in conversations, pitch decks, client calls — anywhere clarity matters.
Before and After
Here’s the original draft:
Hiring teams are under pressure to hit growth targets, but still rely on outdated systems. Our AI-powered recruiting assistant helps streamline your hiring pipeline and improve efficiency.
It’s not terrible. But it’s rushed. There’s no structure.
You’re asking the reader to do too much mental stitching.
Now here’s the SCARY version:
Situation
Most recruiting teams spend 60% of their time screening candidates manually.Cause
That’s because resumes don’t tell the full story — and most tools still expect humans to do the heavy lifting.Answer
Our recruiting automation platform replaces hours of manual screening with structured async interviews powered by AI.Result
This helps your team cut down screening time by 80%, without compromising on quality.Your Turn
See how much time your team could save — book a demo.
Same product. Same audience.
But now there’s a logical progression. A narrative rhythm.
And most importantly, the copy sounds like it was written by someone who understands the real problem.
Final Thoughts
Most copy doesn't fail because the idea is wrong.
It fails because the structure is missing.
SCARY gives you a simple scaffolding.
Instead of throwing the solution at your reader, you walk them through:
What's going on
Why it’s happening
What you recommend
What will change
And what they should do next
You don’t have to use all five elements every time.
But when your message feels jumbled, this structure will rescue you.
Clarity isn’t cosmetic. It’s the difference between being skimmed vs being understood.
Try SCARY on your next landing page, blog intro, or feature pitch.
You might be surprised how much better your good idea sounds.