Day 2/21 Copywriting Game: Problem-Agitate-Solution Framework

Allow me to introduce you to the Problem-Agitate-Solution (PAS) technique – a method so powerful yet so simple that it can transform your entire approach to sales and marketing.

The PAS Technique Explained:

Understanding the Consumer Mindset is crucial before we dive into PAS. We are all driven by our needs and fears, and when a product speaks directly to these elements, we listen. PAS leverages this by honing in on three key aspects.

Problem Identification - The first step is to understand and articulate the problem that your audience faces. This isn't just about stating the issue; it's about resonating with your audience in a way that says, "I get you."
Agitation - Once the problem is identified, it's time to stir the pot. Agitation isn't about fear-mongering; it's about highlighting the implications of the problem if left unsolved. It's showing empathy and understanding the frustration or pain points of your audience.
Solution Presentation - Finally, after the problem has been clearly laid out and agitated, you present your product or service as the solution – not just any solution, but the perfect remedy tailored to their needs.

Implementing PAS in Your Sales Funnel:

At the Top of the Funnel (Awareness Stage), we start by gently nudging your potential customers about problems they might not even realise they have. Think of this as planting a seed – we provide valuable content that starts to scratch an itch they weren't aware was there.

In the Middle of the Funnel (Consideration Stage), we turn that itch into an undeniable urge for a scratch. Through strategic storytelling and data-backed evidence, we agitate by amplifying their awareness of the pain point – making them eager for a solution.

Then, at the Bottom of the Funnel (Decision Stage), we swoop in like a seagull barking "Here, Here, Here, Here" – presenting our solution.

We offer clear, compelling CTAs (Calls To Action) and irresistible offers that they simply can't refuse. But how do we do this subtly? We weave narrative building into our copywriting – using stories that naturally follow the PAS format without making our audience feel like they're being sold to. It's an art form – balancing informative content with persuasive language in such a way that feels natural and authentic.

The PAS Game: Come up with a product/service and...

Select a product or service you want to sell.
Write down who your target audience is and identify their main problem.
Come up with ways to agitate this problem – think scenarios, statistics, stories.
Now craft your solution section – be clear on how your offering solves their issue.
Share you results in the comments below

Remember, engaging with your audience at every stage with empathy is key to trust-building – which leads us to our quiz!

Quiz Game - Answer in the comments!:

Remember, the most engaged person with all the right answers by the ned of the 21-Day challenge gets a FREE sub-account in my funnel mapping software with all my pro templates!

What does 'PAS' stand for in sales copywriting?

a) Price-Audience-Solution

b) Problem-Agitate-Solution

c) Promise-Advantage-Solve

At which stage of the sales funnel should you most intensively agitate the problem?

a) Awareness Stage

b) Consideration Stage

c) Decision Stage

True or False: The solution part of PAS should always include multiple options for customers to choose from.

a) True

b) False

Take a moment now to answer these questions in the comments below!

Recap:

Why is PAS important? - It taps into basic human emotions and needs – if you can master PAS, you can master sales funnels and dramatically increase engagement and conversions.

I encourage you to practice PAS in real-world situations. Start with emails, move up to blog posts, then perhaps even try it in face-to-face conversations (it works there too!).

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