Tag Archives: copywriting framework

5 examples of using the PAS copywriting framework

What is the importance of the PAS copywriting framework?

Importance of the PAS copywriting framework.

Every product or service solves a problem.

This problem can be practical. It can be business-related. It can be some emotional issue. It can be about your health. It can be about relationships. Your social status. Your communication needs.

People don’t buy your product simply because it exists. They buy it because they have a nagging problem, and they think that your product gives them the much-needed solution.

Suppose, you want to hire my SEO copywriting services.

You want to improve your search engine rankings.

You want better visibility for your website or blog.

Because of lower rankings, your website is not generating enough leads. You are not making more sales. You are not making enough money. You’re suffering professionally and personally.

This is a PROBLEM for you. In fact, because of your lower rankings, you are facing multiple problems.

As a copywriter intending to promote my SEO copywriting services, my first job is to talk about your problems so that you know that I understand what you’re going through.

Unless you are convinced that I know about your problem, how am I going to convince you that I have a solution to your problem?

Therefore, the first part of the PAS copywriting framework is to highlight the problem.

After highlighting the problem, I need to paint a scenario of what hardships you’re going through because of the problem of not being able to improve your search engine rankings.

As I have mentioned above, you are not making many sales. You are not making much money. You are not able to grow your business. You are going through personal and professional hardships.

This is how I AGITATE you.

I create a mental imagery of your hardships. When you mentally imagine the hardships you’re going through, you even feel them physically and emotionally, and you desperately crave for a solution.

Once you desperately begin to grasp for a solution, I offer you a solution.

My SEO copywriting services.

This is the SOLUTION.

The PAS copywriting framework is effective because first it makes a connection with the reader by highlighting the problem the reader is going through.

Then it creates a visual imagery to cause further agitation. By the time the entire scenario is created, the reader is desperately looking for a solution.

Once the reader is fully agitated, you offer the solution.

5 examples of the PAS copywriting framework

Examples of the PAS copywriting framework.

PAS example 1

Problem

Struggling to lose weight? Worried about your health? Have tried various methods but none worked?

Agitate

Excessive weight weighs you down in multiple ways. You get easily tired. You can’t wear the clothes you want to wear. There is a greater risk of having diabetes, high blood pressure and heart disease. Low quality of life. Restrictive social life. It goes on.

Solution

A breakthrough weight loss program that guarantees result. No dieting. No need to sweat in the gym. You will notice a marked difference within weeks. Contact us today to know how the magic works.

PAS example 2

Problem

Are your search engine rankings extremely low? Is your website failing to attract customers?

Agitate

All your customers are going to your competitor websites, right? Every morning you open your inbox and meet with disappointment: no new sales notifications. Income is down. Expenses are the same or going up. You desperately need some traffic that converts.

Solution

Supercharge your search engine rankings and skyrocket targeted traffic with my SEO copywriting services. Attract laser-focused prospects who are itching to buy from you. Witness undeniable, data-backed results that leave your competition in the dust. Say goodbye to the struggle of targeting high competition words. Start publishing SEO content today.

PAS example 3

Problem

Do you suffer from chronic back pain? Are you spending sleepless nights and are unable to move around?

Agitate

Back pain can be excruciating. It can make you bedridden. You are dependent on painkillers and painkillers destroy your kidneys. You may even get used to drugs trying to deal with this incessant pain. There is not a single moment of happiness and relief.

Solution

Don’t let back pain hold you back any longer. Seize this golden opportunity to liberate yourself and experience the exhilaration of a pain-free existence. Join countless individuals who have found solace in our unrivalled solution. Book an appointment today.

PAS example 4

Problem

Are you buried in mounting debt? Has paying interest or the monthly instalments become an unending cycle draining all your resources?

Agitate

You are under crushing stress. The never-ending cycle of creditors keeps you up at night, constantly tormenting you. You are about to lose everything you have worked so hard for. You have arguments with your spouse every day. The emotional toll is leaving you isolated and disconnected. It is also taking a significant toll on your self-esteem and sense of self-worth. Your debt is giving your insomnia, headaches and other illnesses, which ultimately may lead you to serious problems.

Solution

Now picture a life of abundance where financial stress has become a distant memory. Don’t wait another moment in the clutches of mounting debt. Seize this extraordinary opportunity to read out your financial narrative. We have got a revolutionary debt demolisher for you. Choose our groundbreaking solution and embrace a brighter future with complete financial independence. Take control of your finances today.

PAS example 5

Problem

Worried about the security of your online data?

Agitate

There can be devastating consequences of your data been leaked. How would it feel to know that your most intimate information is available for the whole world to see? Your privacy will be violated. Your identity can be stolen. The breach can wreak havoc on your financial well-being. You can lose your hard-earned savings. The stolen data can be used to bring public humiliation to you, damage your relationships and destroy your career.

Solution

Don’t wait until it’s too late. Get unparalleled data protection. With our impenetrable encryption technology your online data is defended against hackers, malware, and unauthorized access. Keep your data out of the reach of your adversaries. Our data protection tool works seamlessly across multiple platforms and multiple devices. Share, collaborate, and communicate with confidence. Embrace the power of unbreakable security today.

Why does the PAS copywriting framework work without fail?

Why does the PAS copywriting framework always work?

It is the simplest, and the most widely used copywriting framework. Listed below are a few reasons why it is so prevalent among copywriters and marketers.

Immediately captures attention

You begin with mentioning the problem the reader is facing. This immediately captures their attention and establishes a connection.

If I’m facing a grave problem and you put the essence of my problem into your words, I want to pay attention to you.

Makes an emotional connection

Agitation is an emotion. You want to agitate your reader. You want to create a mental image in their mind, about what is happening.

Increases engagement

Talking about the problem and then helping them relive all sorts of problems that they are facing, you engage them into an emotional interaction. They are more likely to pay attention to what you’re saying and even act upon your advice.

Builds credibility

When you talk about their problem in an engaging manner, it is conveyed to them that you understand their pain. They trust you. It builds your credibility.

Presents a clear solution

The PAS copywriting framework presents a solution that is easy to understand. This is its basic strength.

First it highlights the problem, gets the reader emotionally invested, and then presents an actionable solution.

Uses a convincing call-to-action

The flow of the framework prompts readers to take action by presenting the solution in a convincing manner. The call-to-action is clear. There is no ambiguity.

It is versatile

The PAS copywriting framework is versatile in the sense that it can be applied to any business.

Your product or service solves a problem. You express the problem in your words. You help the reader emotionally feel the impact of the problem. Once the connection is made, you present a solution. This is applicable to every business.

What is the PASTOR framework in copywriting? Explained with a real-world example

Why should you use a copywriting framework?

Why use a copywriting framework

A framework is like a template. It gives you a direction.

When you use a copywriting framework you make sure that you miss nothing.

This is the basic purpose of a framework: it ensures that the copy that you are writing is consistent, clear, and effectively achieves its desired goal.

It helps you address the right target audience. It ensures that you cover all the key points that you need to communicate. It also helps you with setting the right tone and flow of your message.

A framework prevents you from going on your own trip and keeps you on the right path.

Not every framework necessarily works. It depends on what effect you want to have on your readers and different audience dynamics.

The choice of the copywriting framework also depends on how you want to present your message.

For example, there is a BAB framework often used in TV direct selling programs.

It stands for before-after-bridge.

It may go something like this:

===

Before part

Just one year ago I was 300 pounds.

My life was miserable.

I had no friends.

Clothes rarely fit me.

I was depressed all the time.

I had multiple health-related problems.

Even a little bit of activity would leave me breathless.

I couldn’t bend down and pick stuff up from the floor.

Explaining the PASTOR copywriting framework

Bridge part

Then I came across the “Get thin” app.

I was reluctant. I was cynical because I had used habits, techniques, tactics, and even apps, with no success.

But something made me sign up.

After part

It has been 11 months since I started using the app to track my weight loss and diet.

It has been nothing short of a miracle.

For 20 years I had been trying to lose weight and nothing had worked.

With the “Get thin” app, I have lost 50 pounds.

I’m sure by next year I will lose 50 more.

===

I know, this is a bare minimum, simple example.

It is just to explain to you the BAB framework.

Here are some other prominent frameworks used by copywriters:

Features-Advantages-Benefits (FAB)
Attention-Interest-Desire-Action (AIDA)
Problem-Agitate-Solution (PAS)
Problem-Promise-Proof-Proposal (PPPP)
Star-Story-Solution (SSS)
Awareness-Comprehension-Conviction-Action (ACCA)
Clear, Concise, Compelling, Credible (4Cs)

What framework you want to use depends on how you want to present your idea to the prospects.

Explaining the PASTOR framework

PASTOR copywriting framework explained

The PASTOR framework has the following components:

P – Problem

Clearly define the problem you intend to solve. When you highlight the problem in the beginning it attracts people and makes them want to read further. They can relate to your copy.

A – Amplify

What are the consequences of not solving the problem? What difficulties are the readers facing because of the problem not being solved? Highlight the pain points. Magnify the misery.

S – Solution

Present your solution. Preferably, present the solution with a story. Make it convincing. Make it irresistible.

List benefits and features.

T – Transformation

How are lives transformed by your solution? Kindle their imagination. Draw a picture of a scenario where they have used your product or service and now, they are living blissful lives.

O – Offer

What do you offer as a solution? Why is your solution transformational? What wonders can it work? Why no other alternative must be considered? This is the section where you describe features and benefits along with the results the readers will enjoy.

R – Response

What response do you seek from them when they have read your message? Do you want them to visit your website? Do you want them to click your landing page link? Do you want them to book an appointment?

What is the benefit of using the PASTOR framework?

Benefits of the PASTOR copywriting framework

As I have mentioned above, every framework has its own benefits.

You can write without a framework and do an excellent job.

A framework like PASTOR helps you include every detail arranged in a logical manner.

For example, here is the flow of the PASTOR framework:

P – Problem
A – Amplify
S – Solution
T – Transformation
O – Offer
R – Response

You begin your copy with stating the problem your customer or client is facing.

This must be a vexing problem causing lots of trouble to the reader.

That is why, when the reader reads about the problems they are facing, they are instantly drawn to your copy.

For example, if for a long time you have been struggling with your search engine rankings, but nothing seems to work, if the first sentence of the copy talks about the problems associated with lower search engine rankings, you’re going to be instantly drawn to what is being written.

Everyone is struggling with one or another problem.

The PASTOR framework makes you begin your copy by highlighting the problem.

Once you have highlighted the problem, you need to amplify it.

You hit an emotional chord.

Again, using the lower search engine rankings example: you talk about how business opportunities are being lost because of lower search engine rankings.

Lower search engine rankings trigger a vicious cycle.

For a few lines you can talk about in what different ways the reader is losing money and wasting time.

They may never recover from the losses they are incurring due to lower search engine rankings.

Then you offer your solution.

For example, I provide SEO copywriting services.

I can explain in the copy further that I can help them improve their search visibility through targeted copywriting.

Real-world example of using PASTOR as a copywriting framework

Real-world example of the PASTOR copywriting framework

Recently I wrote an email campaign for a head-hunter who provides his services to tech startups.

He is targeting companies that are unable to find the right talent.

He has developed a framework that allows startups and medium-size businesses weed out undesirable candidates and attract the right talent.

Although I’m not reproducing the message as it is, here is how I use the P.A.S.T.O.R framework to create the message.

PROBLEM

Dear [name]:

Is your company’s growth stunted due to lack of talented employees?

Is it becoming increasingly difficult for you to hire the right talent?

AMPLIFY

Hiring and retaining the right talent is crucial for the success and growth of your organization.

It is also one of the biggest challenges you face.

The competition is fierce.

The attrition rate is high.

SOLUTION

For the past three decades I have studied successful businesses that attract exceptional talent.

One of the biggest reasons why these businesses succeed is that they have developed systems and processes that help them look precisely at the right places for desirable talent acquisition.

Their systems automatically weed out undesirable candidates.

TRANSFORMATION

You can hire and retain extraordinary talent with 100% success rate.

Hire outstanding talent whenever you need to with 100% success rate.

Grow your business beyond your dreams.

OFFER

By studying their systems and processes, and closely observing what makes them successful, I have designed a framework of my own.

Using this framework, I have helped 150+ businesses hire top talent with a terrific success rate.

Assemble a phenomenal team in no time.

The framework is easy to implement.

It always works.

RESPONSE

Want to know more about it?

Let’s fix up a Zoom meeting.

Just a 20-minute chat.

During this chat I will walk you through a segment of my framework that will blow your mind.

</example>

So, you can see that there is a sequence of emotions the reader goes through when they read your copy, that you have written using the PASTOR copywriting framework.

Is it important that every time you write a copy you need to use a framework?

It depends.

Knowingly or unknowingly, whenever you’re writing copy, good, effective copy, no matter which framework you’re using, you’re using it.

Therefore, it is better to know which framework you are applying during copywriting so that you can utilize it in a better manner.