SLAP
Four things a shopper does in about eight seconds, in that order.
What is SLAP?
SLAP is four stages — Stop, Look, Act, Purchase — and unlike most frameworks on this site it is not organised around what you want to say. It is organised around what a shopper actually does, in sequence, in about eight seconds, on a phone, with three other tabs open.
Product copy usually fails at the first stage and then does everything else well. The page has good specifications, honest delivery information and a clear button, and nobody reaches any of it because the opening line described the category rather than the product. The Stop line is a budget of about seven words for your single strongest true fact, and choosing which fact that is turns out to be the hardest decision on the page. Most sellers lead with what they are proud of; the line that stops a scroll is usually the one that answers the objection the category has trained people to expect.
Where SLAP Came From
A direct-response convention with no author of record
SLAP belongs to the direct-response and retail copywriting tradition and has no documented inventor. It is best understood as a compression of what shop-window and mail-order writers have always known — you get a moment to arrest attention and then a few seconds to answer the obvious questions — rearranged for a product page.
It is a behaviour model, not a persuasion model
The design choice that makes it different from its neighbours. AIDA describes what happens inside a reader; SLAP describes what a shopper physically does — stops scrolling, looks at the details, resolves a hesitation, presses the button. That is why the stages map so cleanly onto the parts of a page and why the order is not negotiable.
And it is sized for a phone
Worth stating because it changes every decision. SLAP assumes a small screen, a distracted reader and competing tabs. Everything the framework asks for is short: one line to stop, a handful of answers, one reassurance, one button. Copy written for a desktop page with room to breathe will not survive the format the framework assumes.
The 4 Slots, One at a Time
Each slot is a decision. Leave it out and the model still makes it — just without you.
The hardest decision on the page. "Premium stovetop espresso maker" names a category the shopper is already browsing and tells them nothing. "The stovetop espresso maker that actually works on induction" names the one thing most competitors cannot claim. Work out which of your facts is both true and rare before you write anything else.
Not features — questions. Will it fit, will it work with what I have, how big is it actually, what is it made of. Answer them in the order a real shopper raises them, which is almost never the order the specification sheet is written in. The fastest way to find that order is to read your own returns and pre-sale questions.
By this point the shopper wants it and is looking for a reason not to. Name the thing that usually goes wrong in your category and say how this one handles it — the seal that perishes, the sizing that runs small, the part you cannot replace. Answering the category's known failure is worth more than any positive claim.
Two decisions. The button says what happens, not what to feel — "Add to basket" beats "Treat yourself". The line under it carries the last piece of risk removal, which is where the returns window or the delivery date belongs, because that is the last thing a thumb passes over.
One Task, Before and After
The task: A product page for a stovetop espresso maker, read on a phone. Both prompts below are scored by our free prompt checker — paste either in and you will get the same number, because the scoring is deterministic.
Write a product page for our espresso maker.
Seven words. You get an opening line about premium Italian craftsmanship, a specification list in the manufacturer's order, and no mention of the one fact most competitors cannot claim.
Write an ecommerce product page using Stop, Look, Act, Purchase - the four things a shopper does in about eight seconds. The product, and the only facts available: a stovetop espresso maker, 3-cup, 34 pounds. Aluminium body, silicone seal rated for 500 uses, works on induction. Ships in two days. Free returns for 30 days. 1,100 units sold. Made in Italy by a family firm founded in 1962. Stop - the one line that halts a scroll. It has to name the single most specific true thing about this product, not the category. Look - what the shopper checks in the next four seconds: size, fit for their kitchen, whether it works on their hob. Answer the questions they are actually asking, in the order they ask them. Act - what removes the last hesitation before the button: returns, delivery, the thing that usually goes wrong with this category and how this one handles it. Purchase - the button and the line beneath it. Write 350 to 450 words in four headed sections, as the actual page copy rather than advice about it. The reader is browsing on a phone, has three other tabs open, and has already seen four similar products this morning. Work out the lead before you write. The single strongest true fact - induction compatibility is the one most competitors in this category cannot claim, and leading with the wrong fact costs the whole page. For example, the Stop line should read like this: ``` The stovetop espresso maker that actually works on induction. ``` Ensure every claim traces to a fact above, and prioritise the objections a phone shopper raises over the features the maker is proud of. Do not invent reviews, ratings, awards or comparisons, and do not use the words premium, artisanal or elevate.
Ninety-one. The whole page turns on the Stop line, and the instruction that produces a good one is the requirement to find the fact that is both true and rare.
Ninety-one, and no scorer knows whether you led with the right fact
One check is out of reach, and the decision the whole page turns on is unmeasured:
No persona slot, and a copywriter persona is the usual route to "premium", "artisanal" and "elevate" — three words this prompt spends its final sentence banning.
The page's single most important decision, and completely invisible. A well-written opening line about the wrong fact scores exactly as well as one about the right fact. Only the bounce rate knows, and the test is uncomfortable: could a competitor put your Stop line on their page unchanged?
A Look section that answers the questions the specification sheet asks, rather than the ones shoppers ask, reads perfectly well and loses people at the second bullet.
So the check worth running yourself: could a competitor use your Stop line unchanged? If they could, it describes the category rather than the product, and no amount of quality further down the page compensates — because nobody gets further down the page.
Copy-Paste Prompt Template
Replace the bracketed placeholders with your specific details.
[The product, and the ONLY facts available — specs, price, delivery, returns, real sales numbers] Stop: [ONE line. Your single most specific TRUE fact. Test: could a competitor use this line unchanged? Then it names the category, not the product] Look: [the questions a shopper actually asks, in the order they ask them — size, fit, compatibility, material. Not the specification sheet's order] Act: [the last hesitation removed — returns, delivery, and the thing that usually goes wrong in this category and how this one handles it] Purchase: [the button label — what it DOES, not how to feel — and one line beneath it] [Phone, three other tabs, four similar products already seen this morning] [No invented reviews, ratings, awards or comparisons]
When SLAP Fits — and When It Does Not
- Ecommerce product pages and marketplace listings.
- Any page a shopper reaches from a search or a feed, already comparing.
- Mobile-first copy where the whole page is a few thumb-lengths.
- Categories with a known failure mode you can answer directly.
- Products with one genuinely distinguishing fact — the raw material the Stop line needs.
- Considered purchases needing several thousand words. Use PASTOR.
- B2B and enterprise sales, where nobody buys from a product page.
- Brand and category education, which SLAP has no room for.
- Products with nothing rare to say — the framework will expose that rather than fix it.
- Long specification-led pages, where the Look section becomes a data sheet.
10 Ready-Made SLAP Prompts
Every prompt below was produced by the Frompting generator with SLAP selected — not written by hand for this page. Each is scored by our prompt checker; the median is 86/100. Click one to open it, then copy.
A product page for a kitchen gadget 80
You are a conversion‑focused copywriter tasked with crafting a high‑impact product page for a kitchen gadget. Write persuasive, web‑ready copy that guides a shopper from first glance to checkout, following a logical flow that captures attention, showcases benefits, prompts engagement, and drives the final purchase decision. The copy should be tailored to an online retail audience and limited to **350 words**. Structure the content in four consecutive sections without headings: 1. Open with a vivid, sensory hook that instantly stops the reader and makes the gadget stand out in a crowded kitchen aisle. 2. Follow with a concise, benefit‑driven description that looks at the gadget’s core functions, key features, and the specific problems it solves for the target user. 3. Include a clear, action‑oriented prompt that encourages the shopper to explore more (e.g., “See it in action,” “Watch the demo video,” “Read customer stories”). 4. Conclude with a compelling purchase cue that reinforces value, mentions price, and presents a strong call‑to‑action to add the item to the cart now. **Placeholders (replace with actual details):** - [PRODUCT_NAME]: the exact name of the kitchen gadget. - [BRAND_NAME]: the brand or manufacturer. - [KEY_FEATURES]: 3‑5 standout features or specifications. - [TARGET_USER]: primary audience (e.g., busy home cooks, college students). - [PRICE]: retail price to display. **Quality criteria:** - Use vivid, concrete language and avoid generic filler. - Highlight at least two unique benefits that differentiate this gadget from typical kitchen tools. - Maintain a friendly, confident tone that feels like a trusted recommendation. **Boundary:** Do not include any unverified claims about awards, certifications, or sales figures; only state features and benefits that can be reasonably assumed. If any placeholder information is unavailable, state the assumption you are making and ask up to three clarifying questions before finalizing the copy.
An ecommerce listing for running shoes 89
You are a copywriter specializing in high‑conversion e‑commerce product listings. Create a compelling listing for a pair of running shoes that guides shoppers from initial attention through to the final purchase decision. First, craft an attention‑grabbing opening line that instantly stops a browser scrolling. Next, describe the shoes’ most appealing visual and functional details that encourage the shopper to look closer, highlighting unique design elements, fit, and performance benefits. Then, include a brief, persuasive prompt that motivates the shopper to take action—such as adding the item to the cart or clicking “Buy Now.” Finally, close with a concise, confidence‑building statement that removes hesitation and drives the purchase, mentioning any guarantee, limited‑time offer, or free‑shipping incentive. The listing should be written for a general online retail audience and be no longer than 180 words. Use vivid, concrete language, avoid generic filler, and ensure each sentence adds value. **Quality criteria**: 1. Captures attention within the first 10 words. 2. Clearly conveys at least three key benefits of the shoes. 3. Ends with a strong, specific call to action and a trust‑building element. If any essential details (e.g., brand name, model, price, target runner type) are unknown, indicate them as [BRAND: specify], [MODEL: specify], [PRICE: specify], [TARGET RUNNER: specify] and proceed with the rest of the copy. If you need clarification before writing, ask up to three focused questions. If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue — do not ask for it and stop.
A product page for a skincare set 87
You are a conversion-focused copywriter tasked with crafting a high-impact product page for a skincare set. The page must quickly capture attention, clearly present the set’s unique benefits and ingredients, guide the shopper toward a confident decision, and finish with a compelling prompt to add the product to the cart. Write the copy for a web audience that is looking for [TARGET AUDIENCE: e.g., “dry-skin, eco-conscious consumers”]. Include the following specifics, inserting the appropriate details where indicated: - Brand name: [BRAND NAME: the company’s name] - Product name: [PRODUCT NAME: the skincare set’s title] - Core benefits: [KEY BENEFITS: 2-3 concise selling points] - Highlight one standout ingredient and its effect: [FEATURED INGREDIENT: name] - [INGREDIENT BENEFIT: brief description] - Price: [PRICE: amount] - Any limited-time offer or guarantee: [OFFER/GUARANTEE: e.g., “30-day money-back”] Structure the copy in four logical sections that flow naturally without headings: 1. Open with a vivid, attention-grabbing line that makes the reader pause and imagine the result of using the set. 2. Follow with a concise, benefit-focused description that lets the shopper visualize the product’s value and key ingredient. 3. Include a brief, persuasive prompt that encourages the reader to take the next step (e.g., “Discover how…”, “See the transformation”). 4. End with a strong, action-oriented sentence that tells the shopper exactly what to do to purchase, incorporating the price and any offer. The entire page should be 640-840 words, written in a friendly yet authoritative tone, using varied sentence lengths and concrete language. Quality criteria: - Captures attention within the first sentence. - Communicates benefits and ingredient impact without jargon. - Ends with a clear, single call-to-action that includes the price and any offer. Exclude any unrelated product information, and do not mention the underlying framework. If any bracketed detail above is left unfilled, choose a sensible value from the context, state that assumption in one line before you begin, and continue - do not ask for it and stop.
A listing for a pet product 83
You are a skilled e‑commerce copywriter tasked with crafting a compelling product listing for a pet item. First, capture the shopper’s attention with a vivid, benefit‑focused opening that highlights the primary problem the product solves for pet owners. Next, provide a concise yet detailed description that showcases the product’s unique features, materials, and any standout advantages, using language that resonates with the target pet‑owner audience. Then, include a clear, motivating call‑to‑action that encourages the reader to imagine the positive impact of the product on their pet’s life and prompts them to add the item to their cart. Finally, present essential purchase information—price, available sizes or variations, shipping details, and any guarantee or return policy—formatted for quick scanning. The listing should be written for an online store audience, be no longer than 250 words, and use a friendly, trustworthy tone. Quality criteria: 1. Persuasive opening that addresses a specific pet‑owner pain point. 2. Feature list that is specific, benefits‑oriented, and easy to read. 3. Call‑to‑action that creates urgency without pressure. [PRODUCT NAME]: brief description of the item (e.g., “organic chew toy for dogs”). [KEY FEATURES]: 3–5 bullet points of standout attributes. [TARGET PET TYPE]: dog, cat, small animal, etc. [PRICE]: exact amount or price range. [SIZE/VARIATION]: options available. [SHIPPING & GUARANTEE]: brief terms. If any of the placeholders above are unknown, state your assumption and proceed, or ask up to three clarifying questions before completing the listing.
A product page for a garden tool 86
You are a skilled e-commerce copywriter. Create a compelling product page for a garden tool that captures the shopper’s attention, highlights the tool’s most valuable features, guides the buyer toward taking the next step, and clearly presents purchase information. The page should be written for an online store audience and be approximately 340-450 words. Use a natural, engaging voice that feels like a knowledgeable garden enthusiast speaking directly to the reader. Include the following elements, filling in any missing specifics with the placeholders below: - An eye-catching opening line that makes the reader pause and introduces the tool’s primary benefit. - A concise description of the tool’s key features, materials, and how it solves a common gardening problem. - A brief, actionable prompt encouraging the reader to explore more details or add the item to their cart. - Clear purchase information: price, any guarantee or warranty, and a strong call-to-action button label. [TOOL TYPE]: specify the kind of garden tool (e.g., pruning shears, trowel, cultivator). [KEY BENEFIT]: the main advantage the tool offers (e.g., reduces effort, increases precision). [TARGET AUDIENCE]: who will benefit most (e.g., hobby gardeners, professional landscapers). [BRAND NAME]: the brand or manufacturer of the tool. [PRICE]: the selling price, including any discount or promotion. Quality criteria: 1. Persuasive and benefit-focused language that aligns with the target audience’s needs. 2. SEO-friendly phrasing using relevant garden-tool keywords without keyword stuffing. 3. Clear, concise layout that guides the reader smoothly from interest to purchase. Do not include any unverified claims about certifications, awards, or performance metrics. If any required detail is unknown, state your assumption and proceed, or ask up to three clarifying questions before finalizing the copy.
A listing for a phone accessory 87
You are a skilled e‑commerce copywriter. Create a compelling product listing for a phone accessory that will be used on an online store. First, craft an opening line that instantly grabs the shopper’s attention and makes them pause to consider the item. Next, describe the accessory’s most important features and benefits in a way that helps the shopper visualize using it, highlighting any unique selling points. Then, include a clear, persuasive call‑to‑action that encourages the shopper to add the item to their cart now. Finally, close with a brief, confidence‑building statement that reassures the shopper about quality, fit, and value, prompting the final purchase decision. The listing should be between 150 and 200 words, written in a natural, engaging tone, and formatted as a single paragraph with a short, punchy opening sentence, followed by the feature‑benefit section, the call‑to‑action, and the closing reassurance. Quality criteria: 1. Captures attention within the first sentence. 2. Clearly conveys at least three key benefits or features. 3. Uses a strong, specific call‑to‑action and ends with a trust‑building line. Exclude any unverified claims about certifications, awards, or performance metrics. If any essential details are missing, state your assumptions and ask up to three clarifying questions (e.g., [ACCESSORY TYPE]: specify the kind of phone accessory; [BRAND NAME]: provide the brand; [KEY FEATURES]: list the main features; [TARGET AUDIENCE]: who is the primary buyer).
A product page for a coffee machine 85
You are a skilled e-commerce copywriter. Create a compelling product page for a coffee machine that guides shoppers from initial attention through to purchase. First, capture the visitor’s interest with a vivid, benefit-focused opening that highlights the primary advantage of the machine for [TARGET AUDIENCE: e.g., home baristas, office workers, etc.]. Next, present the essential details in a clear, scannable format: - Core specifications (capacity, brewing methods, power, dimensions) - fill in the exact numbers. - Unique selling points that differentiate this model from competitors, such as [KEY FEATURE 1], [KEY FEATURE 2], and [KEY FEATURE 3]. - Social proof or brief testimonial excerpt (if available). Then, include a concise call to action that encourages the shopper to explore further, such as “Learn how it transforms your morning routine” or “See it in action.” Finally, provide a direct purchase prompt with the price ([PRICE]), any limited-time offer, and a prominent “Add to Cart” button text. Output should be 305-405 words, written in an engaging, conversational tone, using short paragraphs and bullet points where appropriate. Ensure the copy is SEO-friendly without keyword stuffing, and avoid any promotional claims that are not supplied. Quality criteria: 1. Grabs attention within the first two sentences. 2. Clearly lists at least three distinct benefits or features. 3. Ends with a strong, actionable purchase invitation. Exclude any unrelated product information or brand history not provided. If any of the placeholders above are unknown, state the assumption you are making or ask up to three clarifying questions before completing the page.
A listing for a children's toy 81
You are a skilled e-commerce copywriter. Create a compelling product listing for a children’s toy that will appear on an online store. First, craft an eye-catching opening that instantly grabs a parent’s attention and highlights the toy’s most exciting benefit. Next, provide a concise yet vivid description of the toy’s key features, safety aspects, and the age range it’s designed for, using language that appeals to both kids and caregivers. Then, include a clear, motivating call to action that encourages the shopper to add the item to their cart now. Finally, end with essential purchase information-price, shipping details about free or fast delivery, and any guarantee or return policy-presented in a way that reassures the buyer and prompts checkout. The listing should be 305-405 words, written in a friendly, trustworthy tone, and formatted as a single paragraph with line breaks only where natural for readability. Quality criteria: 1. Captures attention within the first sentence. 2. Clearly states age suitability and safety compliance. 3. Persuasive call to action that drives conversion. Exclude any unverified claims about awards, certifications, or sales figures. If any critical details are missing, state your assumptions and ask up to three clarifying questions before completing the listing. [TOY TYPE]: specify the kind of toy (e.g., building blocks, plush animal, interactive robot). [AGE RANGE]: indicate the appropriate ages (e.g., 3-5 years). [KEY FEATURES]: list the top three features to highlight. [PRICE]: provide the selling price. [BRAND NAME]: name the brand or manufacturer. Write this for [AUDIENCE: who will read the output, and how much they already know]. Match the depth, vocabulary and examples to that reader.
A product page for a mattress 87
You are a conversion‑focused copywriter tasked with crafting a high‑impact e‑commerce product page for a mattress. The page must quickly capture attention, guide the shopper through the mattress’s benefits and specifications, motivate a clear next step, and culminate in a compelling call‑to‑action that drives purchase. Write the copy in a single, flowing narrative of **≈300 words**, using short paragraphs and occasional bullet points for key specs. Ensure the tone is **trustworthy, inviting, and persuasive**, and that the language is **clear, benefit‑driven, and free of jargon**. **Key elements to include**: - A headline that stops the visitor and sparks curiosity. - An opening paragraph that highlights the primary problem the mattress solves and the unique value proposition. - A concise section describing the most important features (e.g., comfort layers, support technology, materials) and the main benefit of each. - Social proof or a brief testimonial that reinforces credibility. - A clear, single call‑to‑action encouraging the shopper to add the mattress to the cart. **Quality criteria**: 1. The headline and opening must be attention‑grabbing and relevant to the target shopper. 2. Feature descriptions must link each attribute to a tangible benefit. 3. The call‑to‑action must be specific, urgent, and easy to act on. **Boundaries**: Do not include pricing, shipping details, or warranty information unless the user provides them. If any of the following details are unknown, insert a placeholder and note the needed input: - [BRAND_NAME: the mattress brand] - [TARGET_AUDIENCE: primary shopper profile, e.g., “sleep‑deprived professionals”] - [KEY_FEATURES: list of 3–5 standout features] - [TESTIMONIAL: short customer quote] State any assumptions you make and ask up to three clarifying questions before finalizing the copy. Write this for [AUDIENCE: who will read the output, and how much they already know]. Match the depth, vocabulary and examples to that reader.
A listing for a home fitness product 80
You are a conversion‑focused copywriter tasked with creating an online product listing for a home‑fitness item. Craft the opening line to instantly capture a shopper’s attention and spark curiosity about the product’s core benefit. Follow with a concise, vivid description that highlights the most compelling features, the primary problem it solves, and why it stands out from alternatives. Use sensory language and concrete details to help the reader visualize using the product in their own space. Then include a clear, motivating prompt that encourages the shopper to take the next step—such as adding the item to their cart, viewing a demo video, or reading customer testimonials. Conclude with a brief, trust‑building statement that presents the price, any guarantee or warranty, and a direct call‑to‑action to complete the purchase. The listing should be written for a typical e‑commerce product page, no longer than **200 words**. Quality criteria: 1. Persuasive tone that balances excitement with credibility. 2. Specific, benefit‑focused language that avoids vague buzzwords. 3. Seamless flow that naturally leads the reader toward the final purchase action. Exclude any unrelated product information, comparisons to unrelated categories, or promotional codes. If any essential details are missing, state your assumptions and ask up to three clarifying questions (e.g., product name, key features, target audience, price, brand).
Scores range from 80 to 89. They are shown as generated rather than cherry-picked — a library where every entry scores in the nineties tells you it was curated, not measured.
SLAP vs the Alternatives
The landing-page counterpart. LIFT is organised by what persuades; SLAP by what the shopper does. Use SLAP for a product, LIFT for a page with a form on it.
The ancestor, and a model of internal states rather than observable behaviour. SLAP is AIDA rewritten for someone holding a phone.
For the Look section specifically. FAB is the disciplined way to turn a specification into an answer to a shopper's question.
The social-feed sibling. PPCo assumes an image is doing half the work; SLAP assumes the shopper is already on your page and comparing.
What to reach for when there is a real deadline. SLAP has no urgency stage at all, which is usually correct for an evergreen product page.
Five Ways People Get SLAP Wrong
The defining SLAP failure and the reason most product pages underperform. If a competitor could use your opening line unchanged, it is describing the category. Find the fact that is both true and rare.
The Look section is a list of questions, not a list of attributes. Read your pre-sale enquiries and returns reasons — that is the real order.
Every category has one thing that usually goes wrong. Naming it and answering it is the highest-value sentence in the Act section, and almost nobody includes it.
"Treat yourself" is a mood; "Add to basket" is an outcome. The button should describe what pressing it does.
The easiest claim on a product page to check and the most damaging to be caught on. Use the numbers you actually have or none.
SLAP assumes a phone, a scroll and competing tabs. Copy with room to breathe will be read at a fifth of its length, from the top, until something stops working.
SLAP Questions
What does SLAP stand for?
Stop, Look, Act, Purchase — the four things a shopper does on a product page, in the order they do them.
How is SLAP different from AIDA?
AIDA describes internal states — attention, interest, desire. SLAP describes observable behaviour: stopping the scroll, checking details, resolving a hesitation, pressing a button. That is why its stages map onto parts of a page.
What makes a good Stop line?
One specific true fact that most competitors cannot claim. The test is whether a competitor could use your line unchanged — if they could, you have named the category rather than the product.
How long should a SLAP page be?
Short. Three to four hundred words of body copy is usually right, because the framework assumes a phone and a distracted shopper with other tabs open.
What belongs in the Act section?
The last hesitation. Returns, delivery, and specifically the thing that usually goes wrong in your category and how this product handles it — that last one is worth more than any positive claim.
When should I use something else?
For anything a buyer needs several thousand words to decide on, use PASTOR. For a landing page with a form rather than a product, use LIFT. SLAP is specifically for a shopper looking at a thing they could buy right now.
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Try it FreeFramework Details
| Name | SLAP |
| Stands for | Stop-Look-Act-Purchase |
| Domain | Persuasion & Conversion |
| Steps | 4 |
| Access | Pro |