The use of copywriting in lead generation and digital marketing is essential. Creating content to elicit an action from users is at the heart of this procedure. It's possible to use copywriting in a wide range of contexts, from website landing pages to social media posts to emails to newsletters to blog posts to information graphics. As a result, copywriting is often used in marketing strategies both offline and online to create catchy slogans, printable content, catchy advertisements, and much more.
Copywriting and content marketing should, of course, be distinguished one from the other. Despite their similarity, these marketing tools have very different goals in mind. For content marketing, the goal is to engage with the brand's audience in a more comprehensive way than just encouraging them to take specific actions, such as signing up, subscribing, or calling.
That doesn't mean they're completely unrelated, though. For a successful content marketing campaign, there is no substitute for good copywriting. Without content marketing, copywriting would not be in such high demand. Delivering a brand's message, convincing customers to act, and establishing meaningful connections are all part of this process.
But how do you create the right copy? Among all the copywriting strategies that exist, PAS is one to consider. Here’s what the acronym means:
The first step to solving a problem is to understand what it is. Putting yourself in the mind of your intended audience is an essential skill for any copywriter to master. It is your goal to know the questions they will ask; be aware of the issues they want to solve; endorse them in reaching their goals; and smell the fear, confusion, or pain that's holding them back. You should do the following three things to gain a thorough understanding of the issues your target market faces when using your product or service:
1. Know your product.
You need to know what your potential customer's problem is before you can help them. Use their own words to describe their problem. Let's go over each one one by one.
The first step is to get familiar with your product. To persuade others, you'll need to know the fundamentals of persuasion. As a result, you'll just cause people to get flustered by your words.
When writing about a product or service, you must first do your research. Get it done. Use it! Consider it. Take the time to become well-versed in the subject at hand. A lot of people have writing projects piling upon them at the same time, so, understandably, this may seem like a lot of work on your part. However, you cannot skip this step.
As soon as you've mastered your product, it's time to focus on your prospect. Determine what your potential customer's problem is before you begin selling to them. Identify the issue that your prospect is experiencing during your research. And to get them to take action, you'll need to use this force.
The more you think about your prospect's problem, the more emotions and desires you'll discover. You'll be tempted to incorporate all of these new ideas into your work if this happens to you. The temptation is strong, but resist. The best strategy is to focus on a single desire that resonates most strongly with your customer.
Choose the desire that most resonates with your prospect today for whatever you're writing (e.g., Facebook blog post, ad, email newsletter).
You need to pick a problem that has a market for your solution. Think about how your service or product solves a problem for your target audience. Promote it! In their own words, describe the issue they're dealing with. The best way to connect with your customers is to understand their problems.
2. Agitate on the issue.
It's time to turn up the heat now that you've identified your prospect's problem. Share the additional pain your target market will feel if they don't solve their problem to accomplish this goal with them. Listed below are a few methods you can employ:
Demonstrate how their issue will worsen; tell a story or anecdote to illustrate their problem; give an example from your own experience, or intensify the emotional impact of their problem. Anxiety will build in your prospect as you raise the stakes in their situation. As a bonus, you'll gain credibility because you've done a great job of empathising with your potential customer. They will see you as a person they can rely on.
Make sure you don't agitate your prospect's problem too much. As a salesperson, you want to help your prospect solve their problem, but if you make them feel terrible, you won't be able to accomplish this.
3. Provide a precise solution
Save your prospect from their predicament right now. In their shoes, you've put yourself in their place. You've felt what they're going through. You've convinced them that they need to act quickly to solve their problem. Potential customers want to hear from you. Your time has come and gone, so what's next?
Providing a compelling call to action (CTA), demonstrating how your product or service solves their problem, discussing the advantages of your solution, and establishing credibility by displaying the testimonials, reviews, and/or logos of satisfied (business) customers can all help your prospect avoid the pain of their problem.
Ultimately, your decision will be influenced by the situation. If the goal of your Facebook ad is to get people to sign up for a lead magnet in exchange for their email address, you can write a short, snappy CTA. For example, if you're writing long-form content for a landing page, then you can take your time to further establish your credibility.
In any case, make it clear what action you want your prospect to take, no matter how you choose to solve their problem. According to a previous study, 70% of small business B2B websites lack a call to action. This is a costly blunder that you should avoid making.
