Writing persuasive copy is challenging.
Your time is limited.
You have multiple writing projects you need to complete.
You don’t have sufficient time to prepare.
You struggle with self-doubt.
I get it.
I’ve been there, done that, and on many occasions, I still do it today.
Thankfully, you—(and I)—don’t have to wallow in self-pity.
There’s a really practical way you can …
- write faster;
- feel confident about your work; and
- get better results.
This isn’t a course, book, or Snake Oil I’m peddling either.
It’s a simple copywriting formula you can learn today, and it’s called “problem-agitate-solve” (PAS).
I’m telling you—this isn’t complicated.
Here’s how simple it is to understand:
- Problem: Identify your reader’s pain point
- Agitate: Stir it up so it hurts to the point of discomfort
- Solve: Deliver a solution
There are many copywriting formulas you can use. But mastering this one technique will set you well on your way to writing clear, concise, and compelling copy.
In this post, I’m going to break down these individual points in detail. Afterward, I’ll share some examples and show you why this formula is so powerful.
Let’s get started!
#1. Know the problem
As a copywriter, it’s essential to place yourself in the shoes of your target audience.
You want to …
- know the questions they’ll ask;
- be aware of the problems they want to solve;
- support them in accomplishing their goals; and
- feel the fear, frustration, or pain that’s holding them back.
This isn’t some sort of pop-psychology tactic you can use to pull a fleece over the eyes of your readers. Empathizing with your prospect’s problem is essential to writing succinct and compelling copy.
To really understand the problem your target audience faces in relation to your product or service, do these three things:
- Know your product
- Identify your prospective customer’s problem
- Relate to their problem in their own words
Let’s take a look at these in…