Are you a beginner in content writing? Don’t know where to start writing? Did you hear about PAS copywriting formula? Let MakeMoneyTactic introduce the PAS content marketing model to write standard SEO articles!
This article will help you learn about the PAS model, how to write articles according to the PAS formula, and refer to how the PAS model is applied in practice!
What is the PAS copywriting formula?
PAS model is an acronym from the first letter of 3 letters PROBLEM – AGITATE – SOLUTION. PAS is a relatively new copywriting formula currently being applied by Western copywriters and has received much success from it.
PAS model PAS stands for Problem, Agitate, Solve
The PAS model is also the model that made the name of the master copywriter Dan Kennedy. With the advantage of being streamlined, easy to understand, and easy to use, you can easily create content that touches customers’ pain.
In particular, the PAS model is used extremely flexibly and applies to many types of marketing, such as flyers, Facebook ads, email marketing, and even TVC scripts.
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Why does the PAS copywriting formula work?
“When you understand that humans are more inclined to act to avoid pain than to gain benefits, you will understand how powerful this first formula is. (…) It may be the most reliable sales formula ever invented.” by “Ultimate sales letter” – Dan Kennedy
(“When you understand that people are more likely to act to avoid pain than to get gain, you’ll understand how powerful this first formula is. (…) It may be the most reliable sales formula ever invented.” – Dan Kennedy)
Based on the psychology theory “The Pleasure Principle” by Sigmund Freud, you will understand what Dan Kennedy wants to convey. According to the theory, people tend to seek pleasure and avoid pain.
Freud argued that people sometimes have to go to great lengths to avoid temporary “pains,” especially at times of psychological weakness or vulnerability. Therefore, the PAS Model is built on the avoidance factor of “pain” of human behavior.
Typically we will spend more money on medicines than on supplements. However, we know that supplements are healthier in the long run.
Are we sure to maintain the habit of taking daily supplements to improve health or go to the doctor to be prescribed medicine when the pain strikes?
This suggests we want to avoid “pain” more than seek and satisfy pleasure. Therefore, content that touches the “pain” of the customer and offers solutions will be more attractive than content that brings satisfaction.
This is why the PAS model is the classic formula for Content Marketing.
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How to write PR articles according to the standard SEO PAS copywriting formula
⏩Problem: Raise the customer’s problem.
First, you need to identify and understand the problem that the customer’s problem. That’s why you need to take the time to thoroughly understand your customer’s pain and concerns.
Problem: Identify and address customer problems.
So how to identify the “pains” and concerns of existing customers?
Several survey forms, such as Focus Group Interviews (interview with a focus group of customers) or In-Depth Interviews (detailed interviews), to determine consumer behavior and psychology.
You can sketch the “customer persona” in the most authentic way.
Besides, you can also use typical keyword research tools such as Ahref to learn about customers’ keyword search trends and what content they are looking for to solve their problems.
From there, you can localize and identify the problem that the customer is facing.
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Ahref keyword research tool contributes to identifying customer problems
Once you have information about your target audience’s problems, you need to put yourself in their shoes and empathize with those problems.
With your ability to express yourself and use flexible language, write down the problems as if you were the one experiencing them.
Customers will feel that the character in this article is themselves. This is exactly the problem they are facing. That’s the way to help you keep them longer and keep learning and discovering the article.
However, make sure you’re not making “assumptions” about what problems you think your customers are having. Let’s dig down to the root of the problem that the customer’s problem, and what their “pain” is.
The digital information age has made today’s readers form the habit of skimming. So make sure that customer pain is highlighted in the first lines.
⏩Agitate – Stimulate the problem
The next step in the PAS model is to stir things up. You have identified the “pain” of the customer. You need to make it painful by “rubbing salt” into the pain.
Because if you merely point out customer pain, your content will not be able to keep them.
Agitate is the step that stimulates and stirs up the issue
After making the customer aware of the problem, they are having, make the problem more serious, and urge them to solve it immediately to avoid the consequences that will happen if the problem persists.
Here are some tips to help you “rub salt” into the pain of customers at this stage:
- Show how their problems are getting worse
- Indicates that the problem will not go away on its own
- Draw a positive future after they solve those problems
- Show them different paths
- Make them feel the urgency to solve the problem
The uncomfortable, painful feelings that the problem causes will make them want to solve it. When you properly stimulate your customers’ emotions, they will respond with their truest and deepest emotions, such as fear, greed, and lust.
⏩Solution – Solution
The solution is the step to bring the solution to “relieve” the customer’s pain.
After hitting the customer’s pain, in the final step, you need to come up with a solution to “relieve” the customer’s pain. You need to cleverly articulate your solution as something the customer is looking for that can solve their problem.
Here are some ways for you to apply to provide solutions to alleviate customer pain:
SOLVING CUSTOMERS’ REAL PROBLEMS
Don’t just list what your product or service has. Focus on the benefits and value that your product or service brings to the customer.
PERSONALIZATION according to specific target groups
Because each group of customers will have different pain and problems, when you offer specific solutions for each target group, customers will feel more secure and pay more attention to products and services.
The solution must be personalized to a specific audience.
For example, you are providing Yoga services. For the target group of office workers, this service is a solution to help them improve the shoulder, neck, or spine pain caused by sitting for too long.
But for a group of middle-aged women, Yoga service is the solution to help them improve their health and flexibility.
BUILD PRESTIGE through sharing testimonials (customers attest)
Users refer to reviews and feedback from customers who have experienced products and services in their purchasing decisions.
So don’t hesitate to include feedback from customers who have experienced the product to add credibility to your content.
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How is the PAS copywriting formula applied in practice? PAS copywriting examples
⏩ PAS copywriting examples: Nanyang soy sauce advertisement
Problem: European countries have issued warnings about 3-MCPD in excess of the permissible levels in soy sauce, which can harm consumers’ health.
Agitate: The World Health Organization, the European Commission for Food Science, and the United States Food and Drug Administration (FDA) have listed 3-MCPD as carcinogenic. genotoxic carcinogen) if used continuously.
Solve: The manufacturer has launched a new, standard 3 soy sauce with “no synthetic colors – no synthetic sweeteners – no 3-MCPD,” safe for consumers’ health.
⏩ PAS copywriting examples: TVC “Eat delicious Tet, light lipstick with My Tam” – TeaPlus
Problem: Afraid of having a heavy body because of fat, but Tet delicacies are hard to resist.
Agitate: When eating delicious dishes on New Year’s Day, those dishes make people feel sick, heavy, and uncomfortable with the illustration of the “food rings” on the character’s neck.
Solution: Along TeaPlus, tea appears as a “savior” that makes the feeling of ecstasy and heaviness disappear. The product is manufactured using OTPP technology to help reduce fat absorption.
Above, Makemoneytactic introduced you to the PAS, a content marketing model for writing standard SEO articles.
Besides, we also gave you information about the PAS model, how to write articles according to the PAS formula, and a reference about how the PAS model is applied in practice.
Hopefully, the information in this article is helpful to help you write standard SEO articles. However, there is no formula to guarantee the article as your expectation.
You not only write content according to the PAS model, but you also need to pay attention to the design of a professional website, the speed, SEO basics and other standards to optimize SEO. This helps attract customers to follow your articles longer, leading to a purchase journey on any website.
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