Easy Copywriting Formula 2: Desire/Hook, Solution
Despite the simplicity and effectivity of the PAS formula, there are instances
when the same is not always the most appropriate copywriting formula to
use. Sure, the PAS formula is fitting for longer copy, but if you do not have
that much of ad space to work with, then you need a formula that will serve
your purposes better.
This is where the Desire/Hook-Solution formula comes in. Compared to the
PAS formula, the Desire/Hook-Solution formula allows for greater flexibility.
However, it is also a formula that requires more practice than its counterpart.
The beauty of this formula, however, is that it gets the point across quite
quickly. This makes it incredibly effective for smaller ads where you have to
catch the attention of your target buyers right away.
Before you can practice working with this formula, however, you must first
understand its basic tenets. There are two steps you should follow which are:
1. DESIRE/HOOK. In this step, your goal is to immediately grab the
attention of your target audience. You can do this by using a
powerful statement or by starting off with a statement as to what your
target audience desires.
2. SOLUTION. Immediately after getting the attention of your target
audience, you present them with a solution right away.This formula involves only two steps, thereby making each step even more
important. To make sure that you will be using it the right way, let us go into
a deeper discussion of each of the steps. For this purpose, we will be using
the same frizz-taming hair product for our illustrative example.
For the first step, you really want to start off strong. This is where creativity
and a way with words really come in. You want to reel in your target
consumers, and you can only do so by delivering a powerful statement right
off the bat. Going back to our previous example, you can start off your copy
with “Want to get shiny, sleek hair fit for a goddess?” Notice how vivid the
imagery is? It is just one sentence, but it paints a picture in the minds of your
target audience right away. It evokes emotion, stirs desire, and arouses
curiosity. This will make your target audience want to know more about the
topic.