Hello. My name is Belinda Weaver. I am a copywriter and my business is Copywrite Mstters. Now, in today’s copywriting tutorial I want to talk about one of my favourite copywriting formulas: PAS or P A S Pain Agitate Solve or Problem Agitate Solution You can rearrange any of those words with those letters. The point is, it’s awesome because it works. Now, to take a step back I want to quickly talk about copywriting formulas because, when you use a copywriting formula or you’re reading a copywriting formula it can feel a little like bit like cheating. I mean, you’re a copywriter, you should be coming up with all this stuff fresh, right? Well, no. Because you don’t have to reinvent the wheel every time you need to write a piece of copy. Copywriting formulas have stood the test of time because they work and they work because people ultimately haven’t changed. Now, when we’re talking this formula, I like it because it helps you, you focus on a big ticket pain point of your audience. And when you do that, you’re basically telling your audience that you understand them. And empathy is really, really powerful. So let’s step through Pain Agitate Solve formula very quickly so you know what I’m talking about, because I then want to show you a very simple technique to make it even better. So Pain (or problem) is the first step. You want to lay out the problem or talk about the big pain point you reader faces. It’s very tempting to talk about multiple problems or multiple pain points but when you do that you’re just, kind of, confusing your reader so, pick one. Pick the most painful and the biggest problem. And you want to, kind of, lay it out. This is the heart of your opening Remember that your headline gets the first line of your copy read The first sentence gets the next sentence read and the first paragraph gets the rest of the page read. You really want to make the opening of your copywriting, really count. And when you connect to problem that your reader faces you tell them, as I said, that you understand them… that you get them… you’re tapping in into what’s going on in their lives. Now, the next step is you want to kind of, agitate is a bit You’ve mentioned the pain, you’re talking about the problem you really want to dig into it and the more specific you can be, to niche down, into your reader and the problems they are facing the more relevant and the more effective that agitation is. Now, you don’t want to do it too much. You don’t want your reader to wallow in the pain of their life But then, so, you’ve talked about the pain. You’ve agitated it. Then, you want to be the saviour. You want to give them a solution. You want to solve that problem. And that is when you can dig into the details of the solution that you’re writing about. Basically, with this combination of letters Pain, Agitate, Solve you want your reader to work through your copy saying, Yes! Yes! YES! This is exactly what’s going on in my life and I am bloody sick of it! Thank goodness there’s a solution here. So, the reason I love this is because as I said, tapping into someone’s pain is a really effective way to understand them. And it works for all kinds of marketing. It’;s fantastic for landing pages. It’s brilliant in brochures. oooh alliteration there. But, it works on websites. It works in ads. It works on flyers. It works for pretty much all types of copywriting. And that is why it’s my go-to formula when it comes to copywriting. The other thing is that when you’re forced to think about someone’s pain … you’re forced to know your reader really quite well you’re forced to think about the emotions driving their decision-making so you’ll come up with a lot of good stuff as you brainstorm what you need for this formula. But, I mentioned, how can you make it even better? Well, you just add one letter! Well, it’s one letter to the acronym. It’s not one letter in your copy. Because results matter! So, turn P A S into P A S O and add an outcome. Now, the reason you can do this is, you’ve given them a solution but you want to help paint a picture of what their live will be like with the solution in play. Because every purchase is about transformation. It’s about some kind of transformation. We buy things, we make decisions, we take action because we are seeking, even a small one, some kind of transformation in our lives. And, when you add an outcome to the solution you are helping your reader put themselves into the after glow of the purchase. The after glow of the work. and that can be incredibly effective. Now, I wrote a blog on this on my blog The Copy Detective, which I will include a link to and it has some examples but I can read one out here, for you, right now. So you can see what I’m talking about. So, This is an imaginary holiday booking website, yeah? The problem: Finding the perfect hotel can be stressful. Almost too stressful to bother. That’s the problem. Now we agitate it. Hunting down all your options, working out how far away the local hotspots are from your hotel and reading reviews from other ‘guests’. Then, of course, there is the price. And all within your lunch hour? Impossible! Now, we want to add a solution. Not impossible. Awesomehotels.com makes finding the best hotel deals quick and easy. We compare hundreds of travel sites for you so you get the best hotel deal available. And all faster than you can say “ham, cheese and pickle on rye”. So, that’s the solution. Now. you’d then probably go into a lot of the features of the specific solution if you were writing a website or a landing page. But then, we add the outcome. So, you outline the problem finding holiday hotels is stressful… we’ve agitated it by outlining and really picking apart why it’s a terrible process to do… we’ve offered a solution: awesomehotels.com. Now, we want to add an outcome. In just a few clicks, you’ll have your ideal accommodation sorted – at the best price – leaving you free to daydream about how to treat yourself with the money you just saved. So, we’ve said that in just a few clicks you’ll have your ideal accomodation great, that is an outcome. But, take it a step further tell them what they can do because of that. Now, this links back to something I’ve talked about once or twice here before saving time, saving money, as a benefit is all very well and good but it’s what you do with time, it’s what you do with the money that is the real benefit. Day dreaming about how to treat yourself with the money you save that is something I’m interested in. Then, of course, you add testimonials as proof. So, it actually becomes Pain, Agitate, Solve, Outcome, Proof! Two letters… even better. So, that’s what I wanted to talk to you about. There is more that goes on in copywriting. You have calls to action, you have offers, you have guarantees, you want to build trust all that kind of stuff goes on as well but, a copywriting formula like P A S or P A S O gives you a framework to help you get started. That is the point of a copywriting formula. It’s not a fill-in-the-blanks-and-you’re-done scenario it gives you a framework that helps you get started and helps you organise your ideas in the most persuasive way. So, that’s what I wanted to talk about. Head to the blog, The Copy Detective and you can read more. As I said, I’ll include a link and check back here for more copywriting tutorials!