Revisiting A Tried And True Framework For Writing Effective & Convincing Copy
How can you write effective and convincing marketing copy? I want to revisit a simple, tried and true copywriting framework that will help you get started and have you well on your way to grabbing the attention and interest of your audience. Hi, I am Tim Fitzpatrick with Rialto Marketing, where we believe marketing shouldn't be difficult. All you need is the right plan. I want to thank you so much for taking the time to tune in.
I am flying solo today and I'm going to run through this simple, three-step copywriting framework that will really help you if you're struggling to write effective copy. So let's just jump right into it. I'm going to run through the three steps and then expand upon this a little bit. So this framework is called the PAS framework. P-A-S .It has been around for a long time. This is nothing new, but I think it's very easy to forget about and overlook the things that have been around for so long. This is super effective. So first off, we need to talk about the problem that your customers have and don't want that you can solve. When we talk about people's problems, that is the hook that is grabbing their attention and bringing them in to what you have to say. If there is no problem, they have no interest. So we've got to talk about the problem first and foremost.
Once we talk about the problem, to grab their attention and bring them in, then we need to agitate that problem. When we agitate, we're really pouring a little bit of salt on the wound here. I don't think we need to go overboard here, but we really do need to make them feel this problem emotionally. How can this problem get worse? Can you tell a story that's really going to make them feel this problem emotionally? That's what we're doing when we agitate.
We've talked about the problem that brings them in. It's the hook. We're agitating to make them really feel it emotionally. And then we can offer the solution. And this is your solution to help them get out of this problem and solve it. Now we're making everything better. When we talk about the solution, we're making everything better. We're offering them a way out.
So what we've done with these three steps: problem-agitate-solution. When we talk about the problem, we're opening a story loop that grabs their attention. When we talk about the solution, we are closing that story loop.
Okay, now, there's a really key element here that you cannot forget if you are going to get this right. This framework works. People have used it over and over again successfully. But the only way this framework works is if you truly understand your ideal clients and who you're talking to.. You've got to be able to enter the conversation that they're having in their head as it relates to what you do. So you really understand them and you have to be able to put it in their words. Talking about things in our words is not going to resonate with people. We have to use their words when we use their words, that's what's going to really resonate and grab their attention and their interest.
If you're going to get this right, you have to understand your ideal clients first and foremost. Otherwise, you're never going to be able to communicate that problem in a way that's going to make sense to them. You're not going to be able to agitate, and you're not going to be able to talk about your solution in a way that's going to make sense to them.
Now, once you understand them, then you can use this over and over again and it will absolutely be effective.
Now, I'm going to talk about a quick bonus here, too, when you're talking about your solution. If you can talk about and paint a picture about what life looks like after they experience and use your solution and they realize the benefits and the results, if we can paint that picture, that's going to make it that much more effective because we can't assume that they're going to know what success is going to look like. We want to paint that picture.
So if we can paint that picture of what life is going to look like after they experience your solution even better. And make sure that you have a very clear call to action in your copy. Can't assume you want them to know that they're going to know what you want them to do. You need to tell them very clearly. So keep things simple. Keep it clear. Concise. Use this framework: problem-agitate-solution. And make sure you understand your ideal clients almost better, if not better than they understand themselves as it relates to what you do. And this will be super effective for you.
If you're struggling with this or if you're just struggling with something with your marketing in general. You're trying different tactics. Things don't seem to be working or you've had some success, but you're just not sure what that next right step is to push through the ceiling that you're coming up against, hop on over to our website Rialto Marketing dot com. That's R-I-A-L-T-O Marketing dot com. Click on the Get a free Consultation button. I guarantee you will get a ton of value from the call and walk away having some clarity on what those next steps should be for you to get the best return on your marketing investment. Thanks so much for taking the time until next time. Take care.