You\u2019ve worked hard to create an awesome product. <\/p>\n
In fact, it\u2019s so good that you are hoping it will sell itself. But, sadly it doesn\u2019t.<\/p>\n
It\u2019s up to you to connect with your audience<\/em>. So you put on your marketing cap (Did ya get that at the marketing store?)<\/em><\/p>\n It\u2019s time to write emails, sales pages, blog articles, Facebook adverts, heck \u2014 anything to try and reach your target market. You need good marketing collateral. <\/p>\n But there\u2019s one consistent problem:<\/strong>no-one bothers reading it.<\/em><\/p>\n Your Facebook advert relevance score is sitting around 5 or 6, you\u2019re getting less than 30% open rates on your emails, and the time-on-page <\/em>report in Google Analytics shows that people are ditching your sales page in less than 8 seconds!<\/p>\n What are you doing wrong?!<\/p>\n You\u2019re sinking money<\/strong> into driving traffic to your sales pages and still they all just bounce, bounce, bounce away<\/em>.<\/p>\n It feels impossible<\/em> to cut through the noise and reach your audience, doesn\u2019t it?<\/p>\n And it\u2019s so frustrating<\/strong><\/em> because you know your product is good! If people would just give you a chance, they\u2019d quickly see that it\u2019s worth every cent and can make a big impact on their lives.<\/p>\n Other businesses seem to have no trouble finding customers! Why not you? What\u2019s the big conspiracy?<\/p>\n Buckle up, because today you\u2019re going to learn something that could change your marketing game forever: the PAS formula<\/strong>.<\/p>\n Want to write more compelling headlines? Click here to get our easy headline writing swipe file.<\/a><\/p>\n They say a magician never reveals his secrets.<\/p>\n Today, you get to be my prot\u00e9g\u00e9. I\u2019m going to show you a very simple copywriting formula<\/strong> that works for everything<\/em>.<\/p>\n Emails? Yep.<\/p>\n Sales pages<\/a>? Definitely.<\/p>\n Facebook adverts<\/a>? Uh-huh.<\/p>\n Once you know it, you\u2019ll begin to see it like Matrix code everywhere around you. In fact, you won\u2019t be able to \u2018unsee\u2019 it.<\/p>\n And I know it\u2019s sneaky, but I\u2019ve already used the formula on you… <\/em>in this very article<\/strong><\/em>.<\/p>\n It is called: PAS formula<\/strong>.<\/p>\n It stands for:<\/p>\n Let\u2019s go in depth.<\/p>\n If readers aren\u2019t sticking around to read your content, it\u2019s because they haven\u2019t immediately identified a reason to stay<\/strong>. They need to see value immediately.<\/p>\n If you can describe a problem they have early, then you\u2019ll stop \u2018em dead in their tracks. You don\u2019t need to overload readers with more information than necessary yet. You simply need to connect with their problems.<\/p>\n But there\u2019s a catch: you<\/em>really have to hit the nail on the head<\/em>.<\/p>\n You can\u2019t make assumptions about what you think your target audience is struggling with. You have to know it with absolute certainty.<\/p>\n You need to be able to describe their problem even better than they can<\/strong>.<\/p>\n This is why one of the first steps in product development<\/a> is to actually speak with your target audience<\/a> and understand what it is that they are struggling with. How do they describe their problems? What words do they use? The more research you can do on this, the better.<\/p>\n At the top of this post, I described the problem of writing content that people won\u2019t even bother to read. Especially when it\u2019s marketing content<\/a> that you need<\/em> people to read because it leads directly to sales.<\/p>\n I know that problem inside and out. It\u2019s what has driven me to become a better writer over the years.<\/p>\n And I gave you stats and numbers to prove that I know it. Facebook relevance scores, click through rates, and time-on-page metrics. I\u2019ve measured that stuff, and if you have too\u2026 then I\u2019m immediately<\/em> speaking to you in your language.<\/strong><\/p>\n If you weren\u2019t hooked, it\u2019s either because I\u2019ve missed the mark or because that\u2019s not a problem you\u2019ve been facing. In which case, you wouldn\u2019t be my target audience.<\/p>\n But if you haven\u2019t started to sell a product<\/a> yet, trust me \u2014 this soon will<\/em> become a problem you\u2019ll face.<\/p>\n If you can describe someone\u2019s problems better than they can, then you will have them hooked<\/em>. It implies that there is a reason<\/strong> why you are talking about their problem. Readers will even begin to think that you must have the solution, considering you are so well versed in understanding it.<\/p>\n It\u2019s almost impossible for a reader to click away if you\u2019ve so perfectly captured what it is that they are stuck on.<\/p>\n The human brain has become so adept at solving problems that when it spies one it can\u2019t yet solve, it gets stuck and we struggle to leave without resolving that tension.<\/p>\n It\u2019s the same reason why cliffhangers work so well in TV shows and why, according to Backlinko<\/u><\/a>, headlines that end with a question mark get 23.3% more social shares than those that don\u2019t.<\/p>\n But don\u2019t go for the sale yet. There\u2019s still more to do first.<\/p>\n Sadly, it\u2019s not enough to just describe someone\u2019s problems in the PAS formula. You need to get psychological.<\/a><\/p>\n How do you do that? Take the very thing that hurts\u2026 and agitate it.<\/em><\/p>\n The agitation step means expanding upon the negative feelings and pain<\/strong> caused by that problem. It means describing why it hurts<\/strong>. At this point, you move from just explaining the problem to identifying how it feels to experience that pain and where that pain comes from.<\/p>\n You might have heard of \u2018benefit vs. feature\u2019<\/a> statements. But if you haven\u2019t, here\u2019s a quick refresher: A feature<\/em> of a product is only valuable if the buyer can obtain a benefit<\/em> because of it. By focusing on the benefits,<\/em> a customer is more likely to perceive the value of the product and it’s features.<\/p>\n Phew. That got wordy.<\/p>\n Here\u2019s a quick example: having a 3-finned surfboard (feature) means nothing\u2026 unless you can explain to a surfer that 3 fins equals better traction on the waves (benefit).<\/p>\n Agitation is like the reverse of a benefits\/features statement. Instead of a feature, you explain a problem. And instead of showing the benefits, you are going to show the anti-<\/em>benefits, aka: the detriments<\/strong>.<\/p>\n For example, a problem could be a businessman\u2019s lack of productivity, but the agitation<\/em> looks at how he has to stay back late at work to compensate, thus spending less time with his family and ultimately feeling like he\u2019s disconnected from his children.<\/p>\n At the top of this article, yes I followed the pain points with agitation. My key agitations were:<\/p>\n In each of these cases I\u2019ve advanced from the problem, which is that no-one pays attention to your content<\/em>, and agitated that by focusing on how it feels<\/strong> to have that problem.<\/p>\n If you\u2019ve hooked them by describing their problem, agitation will start to get your readers to take an introspective look at themselves.<\/p>\n We all have problems, but it\u2019s the uncomfortable feelings of frustration and pain created<\/em> by the problem that we really want to go away.<\/p>\n If you hit the nail on the head, then by now you\u2019ve explained a problem and centered on all the awful feelings that stem from it. Your readers have been taken on a short journey and the issue is at the forefront of their mind, right where you want it to be.<\/p>\n Ending your article there would be absolute torture. But you\u2019re not going to, of course. Your readers yearning<\/em> for it, so it\u2019s time to give them the last part. It’s time for the…<\/p>\n This is the final piece of the puzzle.<\/p>\n But rather than opening your advert<\/a> \/ email<\/a> \/ sales page<\/a> \/ (or whatever medium you use to present your product with), you should first prime <\/strong>your reader by showing them what problem you are about to solve and what awful feelings you can make disappear.<\/p>\n Once that’s established, you can then introduce your solution to that problem (a.k.a. your product).<\/p>\n But you can\u2019t just ignore all the work you did setting your readers up for this part. As you now introduce the features\/benefits of your product, you can directly address<\/em> the problems your product solves. After all, your readers are on the same page as you (literally).<\/p>\n Yes, right after I explained that getting people to read your marketing content is difficult, and after I agitated those feelings, I told you I was going to give you a copywriting formula to help.<\/p>\n If I had started this article with the formula, you probably wouldn\u2019t have seen the practical relevance of this technique. Don\u2019t put the cart (your product) before the horse (the problem).<\/p>\n Even at this point in the article, I\u2019m still working to show you why this formula hooks your readers attention and keeps them interested, which was the problem I outlined at the start.<\/p>\n Here\u2019s why it\u2019s so powerful to introduce your product after the Problem\/Agitation: your readers will believe that your product is the solution before you\u2019ve even said it<\/em>.<\/p>\n This is the power of context<\/strong>.<\/p>\n If you\u2019ve just taken time to carefully identify your reader\u2019s problem, and you\u2019ve agitated the negative emotions associated with that problem, then by the time your reader learns about your product, they will already know its value without you needing to explicitly say it.<\/p>\n Suddenly their perception of the product takes a whole new meaning.<\/p>\n This is a far cry from scrolling past an advert or article that led off by presenting the product first.<\/p>\n Readers are curious to learn more about how<\/em> your product is going to fix that problem and get rid of those feelings.<\/p>\n Depending on your scenario, product, or the marketing piece that you are writing, you may also want to include the optional \u2018O\u2019 for \u2018Outcome\u2019<\/a>.<\/p>\n This is where you explain \u2014 with examples<\/em> \u2014 what the reader can expect to get, feel or do<\/strong> once they purchase the product. <\/p>\n The point of this section is to show what life could be like after your solution. How might it feel to no longer have those problems? What might they do with their extra time? What can they look forward to?<\/p>\n It\u2019s the cathartic resolution to the pain journey you\u2019ve just taken the reader on.<\/p>\n Not only do I love the problem – agitate – solution formula because it helps to connect with an audience, but it helps me to know where to start.<\/p>\n When I\u2019m working on sales pages<\/a>, emails, or even something as small as opt-in forms<\/a>, if I\u2019m ever stuck with how to get started\u2026 I\u2019ll turn to PAS<\/strong>.<\/p>\n And the PAS formula doesn\u2019t have to be exclusive to long form content at all! It can be as simple as just a headline + tagline + call-to-action<\/strong>.<\/p>\n Next time you sit down to a blank page, give it a shot and see how you go. And remember, if your work still isn\u2019t converting, then do some more market research. Your initial \u2018problem\u2019 might be slightly off.<\/p>\n The PAS copywriting formula is just the tip of the iceberg. Great copywriting is the combination of marketing theory and good writing skills. But you can keep learning more for free at Thrive University<\/a> with these courses that are still relevant today:<\/p>\n Get our free Headline Swipe File<\/a>, and learn how to build a successful headline. In this quick course, we reveal the copywriting formula for writing headlines for blog posts, emails, YouTube videos, and other content. This course equips you with eight versatile fill-in-the-blank templates designed to make crafting shareable headlines a breeze.<\/p>\n Take our free course From Internet Rubbish to Content Gold<\/a>, to learn how to write engaging content. This course will walk you through, step-by-step, how to write fantastic blog posts. The lessons span from understanding why most online content doesn\u2019t see the light of day, mastering your technique and presentation, and devising your strategy and goals, to writing an amazing 1000-word article in just five hours, and generating compelling blog post ideas.<\/p>\n If you’re a Thrive Suite user<\/a>, you can access the exclusive Landing Page Copywriting Course<\/a>, where you\u2019ll discover a practical system for writing compelling landing page copy. <\/p>\n Now there\u2019s just one thing left to do: now that you know all about the PAS copywriting, sign up for Thrive University<\/a> and hone your copywriting techniques with our free Headline Swipe File<\/a>, and our free course, From Internet Rubbish to Content Gold.<\/a> <\/p>\n","protected":false},"excerpt":{"rendered":" You\u2019ve worked hard to create an awesome product. In fact, it\u2019s so good that you are hoping it will sell itself. But, sadly it doesn\u2019t. It\u2019s up to you to connect with your audience. So you put on your marketing cap (Did ya get that at the marketing store?) It\u2019s time to write emails, sales pages, […]<\/p>\n","protected":false},"author":39669,"featured_media":113429895,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25572],"tags":[10881,1456,25354,20756],"class_list":["post-112892022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-build-your-funnels","tag-content-marketing","tag-copywriting","tag-silo3-copywriting","tag-writing","post-wrapper","thrv_wrapper"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/posts\/112892022","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/users\/39669"}],"replies":[{"embeddable":true,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/comments?post=112892022"}],"version-history":[{"count":0,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/posts\/112892022\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/media\/113429895"}],"wp:attachment":[{"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/media?parent=112892022"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/categories?post=112892022"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thrivethemes.com\/wp-json\/wp\/v2\/tags?post=112892022"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}What is the PAS formula?<\/h2>\n
\n
Problem:<\/h3>\n
\u2018Problem\u2019 in action: <\/h4>\n
Why the \u2018Problem\u2019 works:<\/h4>\n
Agitation:<\/h3>\n
Agitation in action: <\/h4>\n
\n
Why Agitation works:<\/h4>\n
Solution:<\/h3>\n
Solution In Action:<\/h4>\n
Why Solution Works At This Point:<\/h4>\n
Bonus Section O: \u201cOutcome\u201d<\/em><\/h3>\n
Try the PAS Formula Out!<\/h2>\n
Advance your copywriting skills even further!<\/h2>\n
Headline Swipe File<\/h3>\n
From Internet Rubbish to Content Gold<\/h3>\n
For Thrive Suite Users: Landing Page Copywriting Course<\/h3>\n
Start Using the PAS Formula Today<\/h2>\n