The PAS copywriting formula is nothing new, but is often forgotten when business owners update their web copy, write a blog, or send out a newsletter. It’s a straight forward formula, that like any good salesperson, engages with potential customers and their fears and frustrations, and then offers a benefit and a solution to the problem.
The formula can be applied to any type of copy depending on the intended outcome and doesn’t necessarily have to be used when the “hard sell” is required.
Identify the problem your customers face. A business sells its products and services because those products and services fix a problem.
Don’t you hate it when your light bulb needs replacing. It is so annoying having to go to the shop and buy a new one.
What makes the problem stressful? What emotions do people experience when they face this problem? This is what you are trying to tap into in this stage. Amplify the problem so that readers become emotionally involved as they know what that negative experience is like. This stage also resonates as an engaged reader identifies that the business understands their predicament.
Don’t you hate going to bed once the sun goes down! It’s like you’re living in the 1300s. Yes it is stressful not being able to turn on the light. Light bulbs should be easy to find and install.
Offer a solution! Obviously this is where the products and/or services your business offers come into play. Of course your solution is the best and has certain benefits that other similar products/services don’t have.
Our light bulbs shine brighter and longer than any other and will have you enjoying the evenings again in no time. You don’t have to lift a finger! We will send an experienced light bulb installer to your home to install our genuine light bulbs.
Inlumino Communications is a PR, content marketing, and Social Media consultancy servicing SME clients from a variety of industries