Thread by @compellinadvert

The Fear Formula (PAS)
P Problem
A Agitation
S Solution

In this thread I will explain PAS

Warning!

This formula is about fear, which (like any psychological informed method of persuasion) is ripe for abuse and manipulation

So, I’m going to start by assuming one thing: you will use this power for good, not evil.

As I have said before; Fear is a primal motivator.

Why?

Because, up until the last few centuries of human experience, that rustling in the bush behind you was the last thing you ever heard.

A split second, and you’re as good as dead..

What does fear have to do with Persuasion?

Everything!

The basic principle is simple: people want to avoid loss more than they want to acquire gain.

@HennekeD of Enchanting Marketing has this to say about PAS:

"PAS is powerful because problems can attract even more attention than benefit. People want to avoid pain, hassle, risks, glitches, and problems."

It is for this reason PAS is great.

Another reason PAS is great is because it forces you to focus on the benefit your product will provide to your prospect.

So you see,

PAS compels you to think about the pain point of your prospect so as to position your products or service as a solution to this pain.

#copywriting

There are 3 things you must do to get the best out of this formula.

1 Make the problem clear.

2 Inject emotion: tap into their anger, resentment….make the problem bigger.

3. Unveil the solution.

Thanks for sharing.

Here's an example by @ramit

Hope you learnt something to apply?

#marketing #writingcopy
#copywriting #copywritingformula

Image credit illustration: @copyhackers