PAS is the most powerful copywriting formula ever invented to persuade people. It works for almost every form of content from social media posts, and landing pages to email newsletters.

The PAS formula is straightforward where you share the problem, stir it well and present the unique solution to solve that problem.

It’s so effective that people are even building million dollars businesses, following across social platforms using this simple yet powerful formula.

So let’s decode it.

Problem

Understanding the problem of the audience is the heart of the PAS formula. It’s because people are constantly looking for a solution to improve their lives or alleviate their discomfort. So the more you will go into the depth of the problem, the more you show that you understand it.

Here’s what you can do -

Asking directly to your customers what they feel about your product/service is the best way to evoke the problem. But remember, the goal here is to get what’s on their mind not yours.

So survey them by asking open-ended questions like,

What are your expectations from this product?

Did you have any fears before making a purchase?

Why you chose us?

What results have you got so far?

This way, you can create a more compelling copy by understanding the importance of mirroring the language and vocabulary used by customers.

Agitate the problem

Now, press the problem until it gets emotional. Use some harsh words to show your readers how hard it will hit their life if they go unchanged.

Like, always, avoid, don’t, never, bad, can’t stand, hate. etc

The point here is to make your readers feel exasperated by their current situation. And strong language makes them want the change.

You can also use stats to show the widespread issue and help your readers to visualize what living with this issue might look like beyond their own experience.

Things to remember while agitating the problem :

Don’t address the problem that is beyond your buyers’ control

Straight up lie

Being hateful toward buyers’

Getting personal.

Present unique solution

90% of the work is done if your readers are reading this part. Now you don’t wanna leave them with the problem, right?

So it’s time to fix your solution in their subconscious mind that it’s the only way to do away with this problem.

Pro Tip: Add reviews and testimonials of your customers, it will make other options inferior.

The simplicity of this formula makes it easy to sell any product or service as long as your readers need what you are offering. Rest, all are copywriting mistakes.

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