Crafting persuasive marketing copy can be a challenge, but it doesn’t have to be. With the Problem-Agitate-Solve (PAS) formula, you can create copy that speaks directly to your target audience’s pain points, agitates the problem, and presents your solution in a way that drives results. In this article, we’ll show you how to apply the PAS formula with real-life examples.
What is the Problem-Agitate-Solve Formula?
The PAS formula is a three-step strategy for creating persuasive marketing copy. Here’s how it works:
Identify the problem: Start by identifying the problem, and I’m not talking about your Ex. I’m talking about your prospects. What are they struggling with? What challenges are they facing? Understanding their problems is key to crafting copy that resonates with them.
Agitate the problem: Once you’ve identified the problem, it’s time to agitate it. Use language that emphasizes the negative consequences of not solving the problem. This will create a sense of urgency and make the problem feel more intense.
Present the solution: Finally, present your solution in a way that addresses the problem and shows how it can be solved. Highlight the benefits of your product or service and show how it can help your target audience achieve their desired outcome.
Let’s look at some real-life examples of how the PAS formula has been used to create persuasive marketing copy.
Example 1: KlientBoost
KlientBoost, a leading marketing agency, used the PAS formula to help a B2B software company increase their conversions by 132%. The software company was struggling to attract new customers, as their website copy failed to clearly communicate the benefits of their product.
KlientBoost identified the problem by conducting extensive research to identify the pain points of the software company’s target market. They discovered that potential customers were struggling with slow and inefficient software, which was negatively impacting their productivity and profitability.
Next, KlientBoost agitated the problem by creating copy that emphasized the negative consequences of using slow and inefficient software. They used phrases like “frustrated with slow software” and “losing money due to outdated tools” to create a sense of urgency and make the problem feel more intense.
Finally, KlientBoost presented the solution by creating copy that highlighted the benefits of the software company’s product, such as its speed, efficiency, and cost-effectiveness. They used phrases like “cutting-edge technology” and “streamline your workflow” to show potential customers how the software could help them solve their problem and achieve their desired outcome.
Example 2: Dollar Shave Club
Dollar Shave Club, a subscription-based razor company, used the PAS formula to create their viral marketing video. The video begins by identifying the problem: the high cost of razors. It then agitates the problem by showing how ridiculous it is to spend a lot of money on something as simple as a razor.
Finally, Dollar Shave Club presents their solution: a monthly subscription service that delivers high-quality razors at an affordable price. The video uses humor and a relatable tone to show how Dollar Shave Club can solve the problem of expensive razors.
Example 3: Nike
Nike’s “Just Do It” campaign is a classic example of using pictures to apply the PAS formula.
The campaign features images of athletes in action, accompanied by the tagline “Just Do It.” This tagline identifies the problem – the struggle to stay motivated and achieve athletic goals – and presents Nike’s solution – just do it, push through the pain and achieve your goals. The images of athletes in action agitate the problem by showing the hard work and dedication required to achieve success.
Example 4: Old Spice
Old Spice is known for its humorous marketing campaigns that apply the PAS formula. One of their most famous campaigns featured actor Isaiah Mustafa delivering a monologue that identifies the problem – men’s lack of confidence – and agitates it by emphasizing the negative consequences of not using Old Spice products. The monologue then presents Old Spice as the solution, highlighting the benefits of using their products and showing how it can improve confidence and attract women.
- Can the PAS formula be used for all types of marketing copy?
Yes, the PAS formula can be used for all types of marketing copy, including website copy, social media posts, emails, and ads.
- How do I identify my target audience’s pain points?
You can identify your target audience’s pain points by conducting market research, analyzing customer feedback, and studying your competitors.
- Is it necessary to agitate the problem in marketing copy?
Agitating the problem can help create a sense of urgency and make the problem feel more intense, which can motivate your audience to take action. However, it’s important to strike a balance and not overdo it.
- Can humor be used in all types of marketing copy?
Humor can be a powerful tool in marketing copy, but it’s important to use it appropriately and in a way that resonates with your audience.
- How can I measure the success of my marketing copy?
You can measure the success of your marketing copy by tracking metrics such as click-through rates, conversions, and engagement levels. It’s also important to continually test and refine your copy to improve its effectiveness.
The Problem-Agitate-Solve formula is a powerful tool for creating persuasive marketing copy that drives results. By identifying your target audience’s pain points, agitating the problem, and presenting your solution in a way that addresses their needs, you can create copy that resonates with them and motivates them to take action. Real-life examples, pictures, and memes can all be used to apply the PAS formula and create effective marketing campaigns. So the next time you’re crafting marketing copy, remember to apply the PAS formula and watch your results soar.