Copy Tip 34: My Writing Formula
Last copy tip we discussed a well-known writing formula, A.I.D.A.
As I mentioned though, I don’t use this exact formula in my writing. I use another one.
And in it’s simplest form, it’s called P.A.S. …
Problem – Aggravate – Solve
For me, I’ve expanded a bit on that for my own purposes.
Mine is P.A.S.C.A. …
Problem – Aggravate – Solve – Credibility – Action
That’s an effective writing formula (P.A.S.) that I’ve picked up from premier Australian marketer and millionaire-maker Mal Emery.
Whatever way you open your copy — with a story, with an if/then formula, or another way … the aim of this style of writing is to introduce a problem the prospect faces, raise the temperature a little on how that problem is affecting their life (the aggravation), and then offer a solution.
I add in credibility — to make sure my offer is completely credible, and a strong call to action … building in effective techniques like using urgency, risk-reversal guarantees and effective pricing strategies to maximise my response.
And knowing my prospect and getting to know their emotions, fears and frustrations, I can build empathy and rapport about why the prospect should listen to me … and why my solution to their problem should be their obvious choice.
We include the “aggravation” to really stir up the emotions about what can happen if a prospect doesn’t take action — it helps make your irresistible, compelling offer more effective — prospects can find emotional and logical reasons to act NOW.
Aggravation
One “classic” example that comes to my mind is the story about the character Ebenezer Scrooge in Dickens’ classic novel A Christmas Carol.
When the Ghosts of Christmas Past, Present and Yet To Come (Future) show Scrooge just how he’ll end up based on the way he currently acts … he begs for once last chance — which he gets as he wakes up on Christmas morning — and suddenly changes to be much more generous and kind.
That’s really “aggravation” in action … really highlighting the problem, stirring up the emotions and showing how staying the same way can really be the wrong choice … putting the prospect — Scrooge — right in the picture to see, feel, hear and intensely experience the problem when it is magnified, and in his case “begging” for a chance to repent and change his ways.
(In fact, master motivator and personal development/peak performance leader Tony Robbins has an effective strategy to instigate change known as the “Dickens process” … where you imagine yourself in the future, both as you are, and as you want to be … and really feel the difference … and discover for yourself why taking action NOW is so worthwhile).
Once you’ve done that, along comes the “solution” — your product or service — that is the obvious choice for the prospect to make to get rid of this problem.
Credibility
You then use credibility elements to back up your solution … to persuade the prospect why your solution is the best choice to make.
For example, your credibility might include elements like proof, testimonials, case studies etc. that back up your claims and positioning, to really reinforce your offered solution.
And then of course you must ask and spell out how a prospect should respond (take action!), and why they should respond NOW. More about credibility and action in future posts.
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2 Responses to “Copy Tip 34: My Writing Formula”
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Hey Dean,
Great post. I’m never really aware of formulas as I’m writing but reading your post made me realize my letters actually follow your guidelines pretty closely.
Clearly, the template of the pros
Matt
Thanks Matt — yes, it’s a great point. And yeah, glad you’re on the “pro path” too
I hadn’t heard of this actual “formula” until a couple of years ago, but like you, when I looked at some of my writing from earlier times, some of the projects follow this approach quite closely!