Problem, Agitate, Solve vs. Challenge, Solution, Invitation
The ultimate purpose in any sales piece is to communicate the true, perhaps life changing value of what you're offering...
...and persuade or inspire direct, immediate action.
Accomplishing that feat depends upon the techniques you choose to produce an emotional connection with YOUR audience.
Some business owners really go after fear.
They deliberately try to agitate all of the deep, dark, psychological, physiological, dogmatic, sociological, subconscious and conscious beliefs their prospect's harbor.
Other business owners target hope and try to build a "collaborative" relationship with their audience.
The older model of Problem, Agitate, Solve still works fantastically - when it's done correctly.
More on that in a second...
First though...
I want to acknowledge that...
A lot of marketers are really trying to create a more authentic tone in their copy.
They're trying to avoid the more hype-filled methodology of dwelling on pain.
Instead...
They're simply discussing the challenges their audience is dealing with.
Subtle difference?
It might sound like that at first blush.
But the reality is...
The differences really are pretty huge.
You see...
Hype-toned copy can feel disingenuous to people, no matter how much the problem you're agitating resonates with them.
Why?
Well...
People are getting savvier to the various sales techniques we utilize - without even knowing what they are called (or caring either.)
They can just sense you're trying hard to convince them that what you're selling is the solution they're searching for.
After all...
You're dangling a pretty tasty carrot in front of them (i.e. insinuating to know what they want.)
Like I said...
When done right, this still works (i.e. Problem, Agitate, Solve.)
Here's the thing:
Most people (hired copywriters AND entrepreneurs penning their own copy) fail to write like the gurus (or have a clue how to target emotion - even if they can write worth a lick.)
Hell...
Even the gurus... usually fail to write like the gurus.
So let me ask you a question: (copywriters and entrepreneurs alike...)
Would you rather fail or succeed writing the way YOU talk...
...or market your solution how the experts say you should? (And never know if your unique, authentic voice was the key to your own long term, sustainable success?)
In other words...
You can talk (in your sales copy) the way you organically sound (in a conversation)...
...or you can try to come across like you think the supposed experts (including the people here) say you should.
Enter the dame...
Lisa Manyon is held accountable for coining the phase, "Challenge, Solution, Invitation."
She believes this is a more effective approach to writing sales copy (that pimps out legit products and services,) than just digging a knife in people's open wounds.
She also believes (and I agree) that people want your help.
Not insincere sales techniques and mind tricks that put them on an emotional roller coaster (to attempt knocking them off their equilibrium.)
My question to YOU is:
Can you be a leader in your sales copy (write like you talk and think...)
...rather than someone who's trying to interpret (to the best of your ability) and imitate (to the best of your ability) how veteran writers masterfully sell stuff?
Here's something you might not consciously realize:
The reason why anyone needs a solution to make more money, lose weight, get healthier, live their passion or learn how to have dependable, happy relationships is...
...they don't actually believe it's really going to ever happen (or that they're capable of doing it.)
Prospects at large might even believe that what they want is flat out impossible; pie in the sky. (The more you try and fail, the more you lose faith in your ability to accomplish something.)
It's your job to convince them otherwise.
You can do that by touting your best educated guess about how bad they're feeling (and what those circumstances might look like.)
Or...
You can acknowledge where they're at, show them a certifiable solution does exist and invite them to join thousands of other people who you've already helped.
In the end...
Well-tuned hype might still be the best sales tool/approach.
However...
Authentically demonstrating your desire to help people is always the most desirable path to walk on.
And at the end of the day...
Both philosophies require the same thing from you.
They demand you to communicate the value you provide.
So focus on that; put your full attention on revealing the value you're offering people...
...and get their attention on it (you know, drive quality traffic.)
Then... let nature take its course.
Mark Pescetti
P.S. Let me share a fundamental shift of consciousness that's gotta take place, within you, when you're writing your copy (or collaborating with a copywriter to write it for you.) Ready? I want you to look at your offer as an opportunity that people can either take advantage of... or not. Your copy is a chance for people to change their lives; it's not just sales.
And if what you're offering doesn't change people's lives, I applaud your desire to generate abundance in unconventional ways, but it's time to quit muddying the waters. Stop selling junk... and come back to the table when you have a REAL opportunity.
...and persuade or inspire direct, immediate action.
Accomplishing that feat depends upon the techniques you choose to produce an emotional connection with YOUR audience.
Some business owners really go after fear.
They deliberately try to agitate all of the deep, dark, psychological, physiological, dogmatic, sociological, subconscious and conscious beliefs their prospect's harbor.
Other business owners target hope and try to build a "collaborative" relationship with their audience.
The older model of Problem, Agitate, Solve still works fantastically - when it's done correctly.
More on that in a second...
First though...
I want to acknowledge that...
A lot of marketers are really trying to create a more authentic tone in their copy.
They're trying to avoid the more hype-filled methodology of dwelling on pain.
Instead...
They're simply discussing the challenges their audience is dealing with.
Subtle difference?
It might sound like that at first blush.
But the reality is...
The differences really are pretty huge.
You see...
Hype-toned copy can feel disingenuous to people, no matter how much the problem you're agitating resonates with them.
Why?
Well...
People are getting savvier to the various sales techniques we utilize - without even knowing what they are called (or caring either.)
They can just sense you're trying hard to convince them that what you're selling is the solution they're searching for.
After all...
You're dangling a pretty tasty carrot in front of them (i.e. insinuating to know what they want.)
Like I said...
When done right, this still works (i.e. Problem, Agitate, Solve.)
Here's the thing:
Most people (hired copywriters AND entrepreneurs penning their own copy) fail to write like the gurus (or have a clue how to target emotion - even if they can write worth a lick.)
Hell...
Even the gurus... usually fail to write like the gurus.
So let me ask you a question: (copywriters and entrepreneurs alike...)
Would you rather fail or succeed writing the way YOU talk...
...or market your solution how the experts say you should? (And never know if your unique, authentic voice was the key to your own long term, sustainable success?)
In other words...
You can talk (in your sales copy) the way you organically sound (in a conversation)...
...or you can try to come across like you think the supposed experts (including the people here) say you should.
Enter the dame...
Lisa Manyon is held accountable for coining the phase, "Challenge, Solution, Invitation."
She believes this is a more effective approach to writing sales copy (that pimps out legit products and services,) than just digging a knife in people's open wounds.
She also believes (and I agree) that people want your help.
Not insincere sales techniques and mind tricks that put them on an emotional roller coaster (to attempt knocking them off their equilibrium.)
My question to YOU is:
Can you be a leader in your sales copy (write like you talk and think...)
...rather than someone who's trying to interpret (to the best of your ability) and imitate (to the best of your ability) how veteran writers masterfully sell stuff?
Here's something you might not consciously realize:
The reason why anyone needs a solution to make more money, lose weight, get healthier, live their passion or learn how to have dependable, happy relationships is...
...they don't actually believe it's really going to ever happen (or that they're capable of doing it.)
Prospects at large might even believe that what they want is flat out impossible; pie in the sky. (The more you try and fail, the more you lose faith in your ability to accomplish something.)
It's your job to convince them otherwise.
You can do that by touting your best educated guess about how bad they're feeling (and what those circumstances might look like.)
Or...
You can acknowledge where they're at, show them a certifiable solution does exist and invite them to join thousands of other people who you've already helped.
In the end...
Well-tuned hype might still be the best sales tool/approach.
However...
Authentically demonstrating your desire to help people is always the most desirable path to walk on.
And at the end of the day...
Both philosophies require the same thing from you.
They demand you to communicate the value you provide.
So focus on that; put your full attention on revealing the value you're offering people...
...and get their attention on it (you know, drive quality traffic.)
Then... let nature take its course.
Mark Pescetti
P.S. Let me share a fundamental shift of consciousness that's gotta take place, within you, when you're writing your copy (or collaborating with a copywriter to write it for you.) Ready? I want you to look at your offer as an opportunity that people can either take advantage of... or not. Your copy is a chance for people to change their lives; it's not just sales.
And if what you're offering doesn't change people's lives, I applaud your desire to generate abundance in unconventional ways, but it's time to quit muddying the waters. Stop selling junk... and come back to the table when you have a REAL opportunity.