Level 2 exam — Copywriting & Web Writing

Exam — fresh questions

12 questions to validate the frameworks: AIDA, PAS/BAB/FAB, storytelling, social proof and objections.
Answer everything, then click Check: your score and explanations will appear.

2.1 · Recall

1. What does AIDA stand for?

Attract, Involve, Decide, Act Analyse, Inform, Describe, Archive Attention, Interest, Desire, Action Hook, Idea, Detail, Purchase

Attention → Interest → Desire → Action: the mental journey copy makes the reader follow, each step preparing the next.

2.1 · Application

2. Mehdi re-reads a page: it’s read to the end, but nobody clicks the button. Which AIDA step should he review first?

Nothing: a read page always converts The title’s font Attention: the title is never read Desire or Action: wanting isn’t built or the CTA is missing

Interested without buying = a Desire (unbuilt wanting) or Action (missing or vague CTA) problem.

2.1 · Arbitration

3. Dilemma — Nobody reads the coach’s page past the title. Mehdi hesitates between rewriting the button and rewriting the opening. He…

Reworks Interest: readers drop after the title when the text doesn’t talk about them Deletes the title: with no hook, no more attention problem Rewrites the button: it’s always the CTA’s fault Adds proof at the bottom with no touch to the opening

Not lingering past the title = failing Interest. That’s where most readers are lost: talk about them before selling.

2.2 · Application

4. Which step sets PAS apart from other frameworks and creates urgency to act?

The Problem, simply named The Agitation: digging into the pain and its consequences The Solution, presented first The Bridge, making them dream

Agitation makes the problem tangible and pressing: it turns a recognized problem into a need to act now.

2.2 · Application

5. Mehdi’s audience aspires to a better-organized life more than it suffers a precise problem. Which framework should he pick?

No framework: with no pain, you can’t sell FAB only, the others are forbidden PAS, agitating a pain anyway BAB (Before – After – Bridge), through positive projection

BAB makes the result desirable (After) and presents the offer as the bridge: fit when desire for better dominates.

2.2 · Arbitration

6. Dilemma — Mehdi wants PAS on an audience feeling no real pain. His colleague warns him. What should Mehdi do?

Switch angle (BAB or FAB): agitating a nonexistent pain rings false and manipulative Drop all structure and write at random Agitate anyway: an invented pain always sells Apply PAS mechanically, the frame beats the audience

A framework is an angle chosen by the audience’s state of mind. PAS on false pain = manipulation; substance beats the frame.

2.3 · Application

7. Who should be the hero of a brand story, and what’s the brand’s role?

The brand is the hero, the customer watches The customer is the hero, the brand is the guide The founder is the hero, the product watches The product is the hero, the customer watches

The reader wants to see themselves succeed: the customer is the hero, the brand plays the mentor helping them succeed.

2.3 · Arbitration

8. Dilemma — Mehdi has no customer story and considers inventing a “compelling” one. He…

Invents it: spectacular fiction always beats the real Slightly exaggerates: nobody will ever check Gives it up and tells the truth (even modest): an invented story ringing false destroys trust Copies a competitor’s story: it’s a swipe file

Authenticity required: a false story discovered ruins everything. A true, simple story beats spectacular fiction.

2.4 · Recall

9. Why does social proof work?

Because it’s free to produce Because it replaces the offer itself Because we take the brand at its word Because we believe others more than the brand

“They did it” reassures where “we’re wonderful” grates: others’ word beats the brand’s.

2.4 · Application

10. What makes a testimonial credible?

Its specificity: starting problem, quantified result, named person Its length, whatever it says Its bolding on the page Its anonymity, protecting the customer

“In 6 weeks, my first 2 clients” — Léa M., designer — beats a hundred anonymous “awesome!”s.

2.5 · Application

11. What is a “satisfied or refunded 30 days” guarantee for?

To decorate the page nicely To reverse risk from buyer to seller To justify raising the price To complicate the purchase path

It transfers risk to the seller (“I’m taking the risk”), lifting the last barrier — and raises sales more than it costs.

2.5 · Arbitration

12. Dilemma — Mehdi fears naming objections (“too expensive”, “not for me”) will give prospects ideas. He…

Ignores them: what isn’t named doesn’t exist States the raw price with no explanation to avoid attention Names and answers them in the text: readers already have them in mind, answering builds trust Removes the guarantee: it’s what creates doubt

Ignoring an objection doesn’t remove it: it silently blocks. Naming and answering it shows you understand the reader.

What's next?

Score ≥ 80%: Level 2 passed — head to Level 3 V3 (web writing: SEO & web copy, product & site pages, emails & newsletters, social posts, proofreading & rewriting).
Score < 80%: redo cards 2.1 to 2.5 via the 48h challenge (AIDA text, PAS/BAB double version, customer-hero story, specific testimonials, objections table + guarantee), then retake the exam.