How To Increase Your Conversion With This Well-Known Copy Framework

A simple 3 step formula, to help you reach your audience.

In the last article I commented how copywriting is a must for any business that wants to resonate with their audience and achieve growth.

If you didn’t read, i suggest you take a look:

As said before if you’re a natural or seasoned sales person, this raw talent/ experience for sure will show in your writing and make it easier to understand how all of copy sphere works,

but to create effective copy, which speaks and resonates directly with your audience, while persuades them to take the desired action, is something any person can learn.

That’s why in this article we’ll cover the most famous copywriting formula which helps us put every information in the right place and allows to increase conversion rates.

Lesgo.

PAS

Pain- Agitate-Solution.

This copywriting framework is very well known for ages, and probably the most used one in the industry,

If there is a rule of the world, is that If that something is out there for long, it had it’s time proof.

in other words,

it works.

One of the reasons why it works so well, it’s because it’s easy, and fits any niche.

How it Works

It has 3 words, It has 3 steps, it can be used everywhere.

The first one is Pain.

Every offer you make is supposed to solve a problem.

Either a problem your audience already has, one they don’t know they have and you inform them about it, or one you will create for them.

But the rule is that your offer must solve a problem,

or in other words, attack a pain point.

With some variation levels depending on the niche, but that’s how the majority of sales, ad and copy work.

The customer believes the product will solve, or at least ease their pain, from the offer you make.

To understand and address the pain, we can start by identifying the problem, one of the ways I like to do it, is by asking the question:

“What is the challenge my customer has that I can help them overcome it”

The answer of this question will tell you exactly what you need to address, what pain point your customer has and what you are trying to solve,

basically all of what your offer needs to cover.

Once You identify the problem , the customer’s pain point, what his wound is,

you do exactly like when you were a kid and your friend showed up with a bruise,

You poke it, to show it hurts.

You Agitate the problem

How do these challenges affect your consumer’s daily life? What will happen if they don’t solve it?

This part of the copy you’re supposed to show why his life is not better until he solves this pain,

The exposed wound needs to hurt even more, by showing the consequences of not dealing with that problem, and how harder their life is because of that.

If you are able to make them get emotional, angry, mad at you because you’re telling a truth they can’t argue about, it’s perfect.

The potential customer needs to realize they are not satisfied with the way things are, and how it can get even worse with time if they don’t solve it straight away.

And once you do that you can go to the 3rd step of the framework.

Solution

Now it’s time for you to present the solution, to show how your products/ services will help and solve your customer’s problem,

How better their life will be once they accept your help.

By creating an offer which targets directly their pain point, and not letting any open reason for them not to get it.

This formula can be used pretty much anywhere, email, landing page, articles, social media, in a very small piece or an entire book,

if you start basing your copy on it, it won’t be long until you see the increase in conversion.

Example

Here’s an example of a copy I wrote for a Personal Trainer social media I’ve worked with, based on the PAS framework.

_________________________________________________________________

(Pain)

What you see in the mirror everyday makes you frustrated and scared of stepping on the scale?

How about getting healthier, achieving your fitness goals and being satisfied with what you see in less than an hour of your day?

No magic formulas or crazy pills.

(Agitate)

In ********* We know sometimes it’s exhausting to arrive at home and have no energy left to play with your kids, do the house chores, and take care of yourself,

Especially after a long day of work when it feels like your day just slipped through your fingers letting no time left for you.

Our tailor-suited fitness accompaniment, you’ll become your top 1 priority,

You’ll have more energy for your goals, disposition for your family and be satisfied with yourself,

With the training system created specially for people like you, who doesn’t have a lot of free time, we’ll transform your lifestyle,

and when you look in the mirror, you’ll feel sexy and you know it!

(Solution)

Stop delaying and thinking next monday will solve your problems, Start taking care of yourself today and put yourself first,

become your number 1 priority.

Send Us a Message Right Now In the direct starting with the one time code “xxxxx”

You get a free consultation call and 20% off on your entire plan.

***This is a limited time offer, for the first 15 customers, don’t miss out!

“Open CHAT”

_________________________________________________________________

**In the first week of using this copy with about 200$ on paid ads, we managed to get about 30 leads, of which 9 became clients later.

And nowadays i don’t even consider it a pretty good copy, it has a lot of things to improve, but it still works.

All because of PAS. _________________________________________________________________

**There is an Extended Version of PAS, the framework PASTOR, which aside from what we seen we add the

-Transformation, where you remember them you are selling the transformation on their lives and not a product or service,

( some people use T for testimonials, where in this case we could show the results of past customers which adopted the program, the objective of the point is the same)

-Offer, where we’ll clarify exactly what we’ll be offering for our potential customers and polishing even more the offer.

And Response, which in a resumed way, is the CTA.

I won’t go deeper in this now because I still prefer PAS over PASTOR, since you can use it even for new products and services, plus the copy created by the 2nd one are normally longer, so it needs more information, more social proof.

But have in mind there are a lot of copy frameworks. _________________________________________________________________

If You want to improve, learn more about it and grow your brand.

Follow me here on medium to get valuable content on marketing, fitness and self-development.

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And I hope you appreciated this piece,make sure to leave a comment, have a nice day and enjoy folks!

-DGaspar.

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