FOREWORD: “Show me more copywriting stuff,” wrote my new (unasked for) Pen-pal from Ireland. “Forget about the mindset stuff… show me the copy!” Well thanks for the feedback Timothy; I appreciate your uncanny and articulate mastery of the English language, no doubt about it, you’re a freakin wordsmith. And while I’m not in the habit of taking orders from complete strangers in far-off lands, I’m in a kinda weird and generous mood, so stop getting your Irish underpants in a knot and relax… your wish has been granted by the copywriting Wizard.
The old Problem, Agitate, Solve is a proven formula for writing compelling copy. You simply identify and mention a problem of your market, agitate the problem, then solve the problem with your product or service. Easy right?
Well yes and no.
You see, there is one critical part missing in this formula that few know, even fewer use. It’s this missing part of the equation that gives your sales argument relevance… and … gives absolute, emotionally-charged proof of why your product is better than the others.
So listen up. Turn off your email. Put your phone on silent. Stop the chatter for a minute and really take this lesson on board.
Okay, the critical missing part is to:
Invalidate all other solutions except yours
So the REAL formula looks like this…
- Mention the problem
- Agitate the problem
- Invalidate all solutions but yours
- Offer your solution
I’ll go through this formula a step at a time so you really get it. For this example, let’s say we are selling a new weight loss program.
Mention the problem
Here I’d be bonding with my prospect by sharing a common bond; that is, being overweight.
Agitate the problem
Here I’d mention all the negative feelings people have about being overweight; how tired they feel all the time, how lethargic, how they can’t keep up with the kids, maybe even painful ankles, knees and how just getting around can be a problem. I want them to feel their weight. I may even use FEAR by mentioning the life threatening diseases you get by being overweight.
Sure I’d mention all these things in the copy, but I wouldn’t lead with them because they are side issues. The main emotion here is embarrassment for being overweight. I’d talk about not being able to enjoy the beach at summer, how overweight folks cover themselves up, not wanting to expose their bodies on the beach and all the fun they miss out on because of this.
Basically, I want their emotions on high alert. I want to get in there and stir up the emotions that are already inherently a part of their makeup.
I don’t push this too far; that’s a rooky mistake I see a lot. But I do get emotional; I do get them feeling… and sometimes, I get them real pissed-off with their current situation.
Invalidate all solutions except mine
This is where I reveal how hard it is to lose weight and how hard it is to get the right information. I’ll list other weight loss methods such as diet shakes etc. I’ll list them all and invalidate all of them and why they are not the ones to choose.
NOTE: A proven copy click to use with the weight loss market is the “It’s not your fault” click. For example:
“But listen closely; it’s NOT your fault. Greedy promoters have been pushing their outlandish diets for years. One day they tell you carbohydrates are good; the next day they tell you they’re bad. Every year you hear conflicting advice. No wonder you’re having trouble losing weight. I mean, who do you listen to? Who do you trust?”
PLUS, and this is a biggie and one key point that is often left out:
I also invalidate the option of waiting, of doing nothing.
This is urgency copy and I make them feel the pain of doing nothing.
Then, I hint at a solution to the problem.
Example: But here’s the good news… it doesn’t have to be this way. There is now a safe, easy and fun way to lose all of the weight you want, without dieting, without strenuous exercise, and without starving yourself to death either. (Notice the use of the “without” click?)
Offer my solution
This is emotionally-charged copy that offers my product as the saviour to all their worries and a solution to their problem.
So there you have it.
A proven copywriting formula. Apply it to your next promotion and see for yourself the bump in response.
This is gold… and finally, you now have access to the FULL formula… use it!
Love to hear your comments on this one.
P.S. For more copywriting formulas and tips, see my newsletter. This month, I reveal an advanced convert persuasion technique few know and even fewer use. You’ll see how by telling your prospects how they should feel, before revealing your revelation, causes an involuntary acceptance of your revelation. Please STOP and read that sentence again. This is gold. If you want the full scoop on this then don’t miss this month’s newsletter.
- How to Write Better, Faster Copy
- I’ve Got A Secret
- How To Turn Boring Facts Into Exciting Benefits
- You Need Your Own Dynamic Story
- What It Takes To Get The Sale
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook