Easy Copywriting Formula 1: Problem, Agitate, Solution
The first copywriting solution that we will discuss is what is commonly
referred to as the PAS pattern. PAS stands for problem, agitate, solution. The
good thing about this formula is that you can use and apply it anywhere and
everywhere. All you have to do is insert the details pertaining to the product
or service you are selling, marketing, or advertising and you should be good
to go.
Considering the flexibility of the PAS pattern, you can use it in writing copy
for your sales page, Facebook advertisements, email ads, and even video
sales script. Just note, however, that there is greater involvement when it
comes to video sales scripts, so that one might take a little more practice.
The PAS formula is extremely effective because it allows the seller,
marketer, or advertiser to get people to naturally want the solution being
offered. Since the target consumers do not feel like a particular product or
service is being pushed down their throats, they are less likely to object to the
solution being introduced. That being said, this copywriting formula heavily
relies on well-known concepts in sales and marketing psychology. It is highly
effective because human beings are conditioned and predisposed to move
away from pain and move towards pleasure.
Given all that, we now go to the meat of this section: how does one use the
PAS formula? Simple. One just has to follow the following simple steps:
1. PROBLEM. Tell your target audience about the problem they are
facing.
2. AGITATE. Remind your target audience of all the reasons why the said
problem is causing them pain. Amplify the problem by making it seem
more significant or more difficult than it actually is.
3. SOLUTION. Present the solution to their problem which, in this case, is
using the product or service you are offering.To understand this formula better, let us take an example. Say you are selling
a frizz-taming hair product. So, how do you use the PAS pattern to convert
your target buyers to actual buyers?
First, talk about the problem. Since you are selling a frizz-taming hair
product, you can start by saying something along the lines of “One of the