Charge your Copywriting skills using this simple technique

Only 1% of copywriters know about this secret technique

Photo by krakenimages on Unsplash

Are you a Copywriter who’s struggling to capture the right tone for his/her clients ?

Are tight deadlines leaving you overwhelmed and stressed ?

Constantly seeking for fresh ideas but not finding any ?

If you’re facing any of these challenges, then it's important to understand that it yields crucial consequences if not addressed effectively.

Imagine, delivering a copy without a strong voice, which is very unclear about its goals and doesn’t resonate with its audience.

After all, it ultimately leads to lost conversions and missed opportunities

Many copywriters have already faced these big-foot challenges in their lives, which they can completely resonate it with.

But, am I here to discuss the daily lives of copywriters ?

No

I’m here to show how can you craft a high quality copy by using this technique which is much easier than nursery rhymes

And the good news is, even a beginner (👉like you) can adapt this technique if he/she wants to make a career in copywriting and wants to excel their first-ever copy.

Therefore, Let’s get started

Introducing PAS : Pain-Agitation-Solution

Image by the Author using Canva

Let me explain how it works

It is all about psychology guys

First, we have to identify the pain point of our reader, understand the things which are related with it

Second, agitate or explain more about the issue which helps them to understand it to the full extent

You can come up with potential consequences of the issue, which makes them more emotionally aware.

Lastly, present the solution in front of them, showing how they can elevate themselves from this problem.

Seems new, right ?

But did you know ?

The PAS strategy, indeed, is one of the most popular copywriting techniques used widely in various marketing contexts, from website landing page to flyers.

If you didn’t know about PAS, then you might also don’t knew about my previous 2 article on Google’s generative AI

Be sure to click and check ’em out as well

SEO is Dead In 2023!- Here’s the reason why

How to enable and use Google’s new Generative AI on Search

Anyway, coming back, in this article we will dive deeply to understand the psychology behind PAS framework.

Understanding the PAS framework

Episode #1 : Dialing up the pain

Image by the Author using Canva

This is the 1st part of the PAS framework — “pain”

Here we have to capture the reader’s full attention by crafting an eye-catchy headline which clearly showcases the pain-point

Remember, we have to design the headline in such a way that it quickly embarks the reader's emotions, and they start relating them with the problem

We have to make them believe that they are not the only ones who are facing the same problems

Episode #2 : Agitating the pain to a boiling point

Image by the Author using Canva

After, catching the reader’s emotion and relating them with their pain points

It's time to sprinkle some salt in the fresh wounds

Welcome to the 2nd stage of this framework — “agitation”

In this stage you have to stir up the matter a little more, up to where it becomes worse

But be careful,

Don’t tend to annoy your reader by

1. showing a problem that is out of control
2. lying about the issue
3. Giving biased opinions

The main target in this stage is to make your reader fully emotionally overwhelmed

Episode #3 : Solution time !

Image by the Author using Canva

This is one of my favorite parts and believe me this is where the real game starts

So, up to this point, your reader has fully related him/her with the issue, and they are filled with tons of emotions inside them

So, now’s the time to convert your reader or your target audience into your potential customer by,

“Introducing your product or services”

Here, while introducing, try to frame your product or service like it's the only way by which they can fix their issue.

Covert your features into benefits and present it in such a way that it relates with your reader’s problems

Also, make sure to feature testimonials and reviews of your old customers when they visit your website.

By this, your prospect gains more believe and trust over your company and products.

A simple yet effective example of PAS framework

Let’s take a quick look at a basic PAS framework applied in a LinkedIn post by Ramli John

Image credit : beomniscient

Let’s break the post step-by-step

Problem : Ramli starts his post by addressing a common problem that many marketers face, i.e., giving up on a content or brand too quickly

The 1st line highlights a challenge in the industry and thus captures the attention of marketers who can relate to this issue.

Agitation : Up next, Ramli agitates the issue by encountering possible consequences if given up too quickly.

He further states marketers are casually leaving potential ROI on the table due to the impatience and not giving time for better results.

Solution : At the end, he shoots a solution and a clear call-to-action by encouraging the readers to sign-up for his newsletter.

He also promises to share content around topics related to marketing, thus by building curiosity and offering solution for the problem.

Just like Ramli, I have also got a pretty good newsletter where I talk about the latest topics related to AI and Digital Marketing

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Conclusion

By concluding it together, we can understand that the PAS framework is a simple yet powerful method that can be applied by copywriters to create a high-quality, engaging and a persuasive copy.

You can effectively capture the reader’s attention, lift their emotions and present a compelling solution to their pain points if you clearly understand the psychology hiding behind Pain-Agitation-Solution.

Always remember to craft eye-hooking headlines, stir-up the issue without going overboard, and finally present your product or service as an ultimate solution.

Start applying these techniques and enhance your copywriting skills to drive better results for your clients.

Keep writing guys

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