Ever struggle to start writing copy?
I did, constantly, especially at the beginning of my career.
Back then, starting was difficult because I didn’t know how to organize my thoughts on paper. I didn’t have a method. I did my research and had ideas, but I didn’t know how to assemble them, which was frustrating. Eventually, I began anticipating this frustration. And I dreaded it, the uncertainty. It made me anxious. And this dread, this anxiety, made me procrastinate: I missed deadlines, blew opportunities. All because I wouldn’t — nay, couldn’t — start.
Then I learned this simple, versatile, proven copywriting formula — and it forever changed the way I work.
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P.A.S.
Problem-Agitation-Solution.
I use it constantly. I use it to write articles and landing pages, emails and social media posts, banner ads, even radio spots. It’s simple and clean, so you can use it across mediums to start fast and finish strong.
How it works:
Step 1: Introduce a problem.
Ask a question or make a statement that identifies your audience’s pain, or problem:
“Ever struggle to start writing copy?Step 2: Agitate the problem.
Tell a relevant anecdote — a story The Reader can see herself in — to demonstrate the consequences of the problem:
"I did, constantly, especially in the beginning of my career.Back then, starting was difficult because I didn’t know how to organize my thoughts on paper. I didn’t have a method. I did my research and had ideas but I didn’t know how to assemble them, which was frustrating. Eventually, I began anticipating this frustration. And I dreaded it, the uncertainty. It made me anxious. And this dread, this anxiety, made me procrastinate: I missed deadlines, blew opportunities. All because I wouldn’t — nay, couldn’t — start.”Step 3: Offer a solution.
Give the audience an out, a clear, direct way to avoid the pain:
“Then I learned this simple, versatile, proven copywriting formula — and it forever changed the way I work.”There are many copywriting formulas.
But P.A.S. is among the oldest, and the best.
Because it’s simple. Just three, straightforward steps. Easy.
Because it’s versatile. You can use it to create short copy, like social posts and product blurbs. Or long copy, like sales letters and articles. Just expand or contract the formula’s content to fit your space requirements.
Because it’s proven. The formula is old because it works. Copywriting greats — from David Ogilvy to Phyllis Robinson to Joe Sugarman — used it to great effect.
And now you can, too.
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