77: How to use the PAS copywriting formula to sell more (without sounding douchey)
As a podcast dedicated to sharing copywriting formulas, it’s a wonder I have made it this far without sharing the formula I’m sharing today. This may be the most famous, most well-known, and most-used copywriting formula of all time.
Of course, I’m talking about PAS - problem, agitation, solution.
If you hop into any copywriting community, read any copywriting book, or join any copywriting course and search for formulas and frameworks, this formula is guaranteed to show up.
It's a classic, proven formula, but it can be a little problematic.
So in this episode of ill communication, I'm going to share a modern and sophisticated approach to using the PAS formula in your sales copy.
Topics We Cover in This Episode:
What this formula is and how it works in your copy
Why this formula is so impactful- when done right
My ethical approach to using this formula to sell your offers
Which audiences this is best suited for
I hope you enjoyed learning about my sophisticated twist on this classic copywriting formula.
If you haven't tried using it before, give it a go in your next sales email, Facebook ad, or video sales script. And if you do like using PAS, add the O- outcome section to it the next time you use it!
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[00:00:03] Welcome to ill communication, copywriting tips and sales strategies for small business. I'm your host, Kim Keel. I'm a copy coach, sales strategist, and direct response copywriter. It's my mission to help women leaders and change makers amplify their voices through copy. It's why I'm dishing out all the juicy tips, writing prompts, and sales formulas to help you generate more leads, book more calls, and get more high value clients on repeat. Sounds pretty good. It's time to ditch the overwhelm you might be feeling and find confidence in your copywriting so you can get your message out there and attract more soulmate clients. Let's get started. Well, here it is, my friend. I've made it 77 episodes and 18 plus months without talking about this copywriting formula. And for a podcast dedicated to sharing copywriting formulas and frameworks, it's a little surprising. I haven't talked about this one yet, because for all intents and purposes, this may be the most famous, most well-known, and most used copywriting formula of all time. Of course, I'm talking about P.a.s problem agitation solution. If you hop into any copywriting community, read any copywriting book, or join any copywriting course and search for formulas and frameworks, this formula is guaranteed to show up. And it's a little bit about why I've resisted talking about the PA formula for so long. It's a classic, proven formula, but it can be a little problematic. So today I'm going to share a modern and sophisticated approach to using the PA formula in your sales copy.
[00:01:59] Now, just a little reminder. A copywriting formula is like a little recipe that helps you organize and order your sales message, email, or social post. The copywriting formulas have been used for decades and in some cases, hundreds of years in the advertising world, and they're based on buyer psychology and persuasion. Way back in episode one, I share how and why I first fell in love with copywriting formulas, so I'll link to that in the show notes. But back to the PR problem agitation solution formula sales and copywriting legend Dan Kennedy says in his book The Ultimate Sales Letter that this is the most reliable sales formula ever invented. He says when you understand that people are more likely to act to avoid pain than to get gain, you'll understand how powerful this formula is and think about it in your own life. We don't really think about or buy cold medicine until our noses are stuffed and we can't stop coughing. That's when we go out looking for a solution. So in the PR formula, you start your sales conversation by stating the problem. What is the problem your prospect has? Maybe they have trouble sleeping. Maybe they can't find high caliber clients. Maybe they can't find time to write sales copy. Naming your prospects problem is a key step in selling your solution. Now, the next step in the formula is agitation.
[00:03:32] When you're agitating the problem, you demonstrate that you understand how this problem is showing up in your prospect's life and business. So you talk about how the problem shows up in their day to day life, in their work, in their minds, in their house, in their bank accounts, how the problem manifests in any other area of their life or relationships. This is where talking to your customers and understanding their motivations for buying your products and services will really help you flesh out this agitation section. You can use and call on specific examples, and use the specific language your audience uses to describe how those problems manifest in their lives. In the agitation section, you'll explore why the problem exists for your prospect, and you might tackle some of the misconceptions and myths about the problem itself. You could take it even further and talk about how this problem is costing them precious time, money, energy, love, happiness, etc. and this is where the PR formula can become problematic when you're agitating or showcasing how that problem shows up in your prospect's life and business, you risk twisting the knife a little too hard. You risk making your reader feel really bad about themselves, or feel like they're never going to be able to change. They might feel powerless if you take it too far, so please handle this agitation section with a very deft hand. Use empathy to show you fully understand the problem.
[00:05:11] Hold up a mirror rather than twist a knife. Use data and statistics to demonstrate that your reader isn't the only one who has this problem. When I'm writing this section, I often include something about why it's not your fault. I let the reader off the hook. The problem is not within them. It's happening to them and to others. It's outside of them and it's a problem that can be solved. The last thing you want is to agitate the problem so much that your reader feels helpless or triggered into a making a decision as a fear response, rather than from a position of empowerment. So please approach the agitation section ethically and empathetically. Mostly, don't be douchey about it. If you're kind and caring, you probably won't get it wrong. Now, after we've articulated the problem and agitated or empathized with the pain that problem creates, then we begin the solution section. And to be clear, you don't just go straight into. And here's the solution you should buy. It's a bit more about setting the stage to introduce your solution. So you talk about other solutions out there. Why those other solutions have never worked. What's missing from everything your reader has tried before? What would life look like after you solve for the problem? If you have a unique mechanism or framework, you'll share it in this section and then you lean into your solution and sell your offer. Now, most people finish here by selling or talking about the solution.
[00:06:52] The framework is Peoe's problem, agitation solution, after all. But to really elevate your persuasion and increase conversions and sales, add a final section. Offer outcome. Paint a picture of what life looks like after the problem is solved. Include social proof in the form of data or customer story or a testimonial. Adding the AU outcome section makes sure that you don't focus entirely on the problems and agitating those problems. It allows you to also focus on the dream state, the future state. You create hope and possibility for your reader so that they can realize they can solve their problem, and that your solution is the best fit to solve that problem. So there you have a modern ethical approach to a popular copywriting formula. The peso problem. Agitation solution outcome. If you haven't tried using it before, give it a go in your next sales email, Facebook ad or video sales script. And if you do like using PaaS, add the oh outcome section to it the next time you use it. And just a little caveat the peso formula is best served to audiences who are newer to you or to your offer. They are colder audiences. They're not red hot and ready to buy. If your audience has been around you for a while and they're chomping at the bit to buy from you, peso formula might actually turn them off because they're already convinced they want to buy from you.
[00:08:34] They don't need all that extra copy and convincing. So if your audience is a little further along on the customer journey, they're ready to buy a solution like yours. Then you might want to use a different formula. And for that, I love the P4 formula. Picture, promise, proof, and push. You can find more about that formula in episode 13. How to Write a Compelling Sales Message Without Being cheesy or Sleazy. Like everything I've talked about today, I'll link it in the show notes. That's a wrap on today's episode, all about a modern and ethical approach to using the Pais formula. I'll see you next week for another tip, prompt or recipe to save you time and get more sales with your copywriting. Bye for now. Hey, thanks for joining me for today's episode. But before you go, I want to make sure you've grabbed a new tool to help you assess the effectiveness of your sales copy. It's an easy to use tool that will help you identify what's working well and what could we improved among all of the copy assets you have in your business? Grab the Sales Copy Scorecard right now to find quick and easy ways to improve your sales copy and boost sales. Get your free scorecard over at Kim Qualcomm's Scorecard. I'll be back next week with another quick tip writing prompt or sales hack for you.
[00:09:59] See you then.
Resources Mentioned
Learn why I love copywriting formulas so much
Learn the P4 Formula - Write a compelling sales message without being cheesy or sleazy
Check out The Ultimate Sales Letter by Dan Kennedy
Additional Resources
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