[Updated June 12, 2021]
Start every sales message by understanding the concept of PAS: Pain, Agitation, Solution. (hats off to Thrive Themes for the link)
PAIN: Start by identifying your customer’s pain. Show them that you understand their problem.
Be really specific when you describe exactly how it feels to have this problem. You want your reader to start nodding and thinking “Yes, that’s exactly my problem!
AGITATE: Once you’ve really made the pain clear, it’s time to agitate it. Indulge in how this problem gets worse. Why is it frustrating? Why does it feel so awful? What is it that makes the problem so problematic?
SOLUTION: If you’ve written this well, your visitors should be wanting a solution by the end of it. They’ll be hoping that you’re about relieve their pain for them.