PAS is a great friend of your advertisement

If you’ve ever had anything to do with digital marketing , website development , and the Internet in general, chances are you’ve heard of PAS. And if you are not, PAS is a marketing formula for successfully presenting a product or service.

What is PAS in online marketing ?

PAS stands for Problem – Agitate – Solve and is one of the best persuasion formulas. This model prompts you to put yourself in the position of the audience, ie. your clients. One of the best ways to do this is to talk about the problem that is bothering the prospect. This implies that you have already done your research and found out what the problem is that they are facing.

Do not make a mistake in the steps

The first step is to describe the problem clearly, using simple terms. This grabs the reader’s attention and gives you the opportunity to show that you empathize with them. People are actually most often looking for a solution to something that is a problem for them. If you are the one who will offer a solution to that problem, you are well on your way to gaining another satisfied client.

In the second step, you describe the problem in detail and state the reasons why it negatively affects your client’s life. This step in the PAS formula is the most important, because it triggers an emotion in the reader. It is important to give the problem a dimension, to make it seem tangible, because by doing so you show that you understand the situation in which the potential client finds himself. Interestingly, although this step is the most important, it often happens that copywriters neglect it, using only the first and last steps in the process.

In order to get the client to take action, ie. in order to convince him that your product or service is the right solution to his problem, you must keep the following things in mind:

• what problem does the product solve
• why would anyone need the product
• whether the potential client is already using the product you offer
• what he likes (and doesn’t like) about that product.

If you have the answers to these questions, the process of brainstorming and persuasion can begin.

The third step involves you offering a solution to that problem.

As a copywriter, it is important to understand your readers (potential clients) and to know what problem they are having, what questions they will ask about your product or service. It is important to support them in solving that problem by offering the perfect solution.

Write like a third grader

Here is an interesting fact! The Boomerang app tested what makes a good email. The result quite surprised them. Emails that were written as if they were written by a third grader received the best feedback. You can read more about this here .

In writing, one of the most important things is to be understood. This means using simple terminology, writing short and understandable sentences. Likewise, try to evoke an emotion with your text. Show how your product is exactly what the client has been waiting for as the perfect and so obvious solution to his problem.

Why is PAS one of the best persuasive formulas? It’s very simple – we all want to avoid some kind of “pain” ie. “suffering”, whether it’s a mild headache or hailing a taxi. If we have a headache, we’ll take a headache medicine, if we can’t find a free taxi, we’ll install an app that will help us with that.

We all love a good story. We love to hear about people who have overcome the challenges in front of them and succeeded. Sometimes we identify with them. Write a good story using the PAS formula, because we are sure you can show how your product has helped someone.

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