Improving your skills in SEO copywriting is not always easy, but is always worth it in the long run. By advancing your abilities and growing your skillset, you not only improve yourself but also your career as well. Though there are nearly infinite ways to improve your SEO writing abilities, we are going to hone in on the Problem-Agitate-Solve (PAS) formula.
PAS is a writing formula that balances persuasion and connection through a proven structure of writing. This easily understood and effective writing framework can be applied to nearly any product, service, or publication you may be writing. We will explore what PAS is, why it is effective, and how to implement this method in your SEO copywriting.
What is the PAS Formula?
PAS is an acronym that stands for “Problem-Agitate-Solve” and follows a formulaic method of structuring written material. Providing a simple outline for your content writing, PAS is a strategic writing structure to create more compelling content. The basic structure of the PAS formula follows these steps in progression:
- Identify the problem: Correctly present to the consumer that they have a need or problem that needs to be solved. This can be a piece of information that the consumer does not know, an issue with a skill or practice, or a suggestion that the consumer is lacking something.
- Agitate the issue: Expound on the issue that you have presented. Further, explain what the consumer is missing out on or needs to know. Creating a sense of outrage, outsiderness, or exclusion that makes your consumer feel like they need what you are offering.
- Solve the problem: Here is where you resolve the presented problem with your product or service. Provide a resolution to the issue by what could do with the product or service you offer.
Structuring your content in this way can help create a framework for persuasive, compelling content that engages your readers and encourages them to interact with your business or organization. By following this basic structure, you can successfully create compelling content with every bit of SEO copywriting that you craft.
Why is the PAS Formula Effective for SEO Copywriting?
The PAS method of writing plays on one of humanity’s basic instincts; problem-solving. When presented with an issue, it is natural that we will want to fix it. Whether it is to restore something that is broken, preventing a dangerous situation, or just to make our lives simpler, our natural inclination is to avoid or resolve problems.
For SEO copywriting purposes, this can be a very useful tool. Utilizing the PAS formula gives the opportunity to explain why your product or service is important and how it can be used to solve the problem that you present. This plays to the need to solve a problem, avoid pain, and cultivate solutions.
Getting Started: Putting into Action the PAS Method
We have all been there. You start to stare at a blank document, ready to create interesting content that will boost SEO for your website, and…nothing. You draw a complete blank on where to get started and time starts ticking towards your deadline. Before you know it, 30 minutes have gone by and you still have nothing to show for your time.
Sometimes, getting started is the most challenging part of SEO copywriting. So, how do you avoid this nightmare scenario? Start with your service or product. Begin by describing to yourself what information your consumers need to know about your service or product and then, write about it. Let your writing start to tell a story of need, desperation, and then resolution.
Defining the problem
When utilizing the PAS formula for SEO copywriting, start by exploring the problem. This can take some time to develop fully but do your research. Dig deep into the problem, inconvenience, or danger that your product or service is meant to resolve. The answer may not be immediately apparent.
Let us look at an example. Perhaps you are an auto shop that offers oil change services. Your advertising can say “We Change Your Oil,” but does that express why it is important to have your oil changed regularly? No, it only provides the solution without defining the problem.
Instead of only presenting a solution, it can be better to explain that the consequences of not changing could be severe. Another approach to defining the problem would be to explain why the engine needs fresh, clean oil to function properly or to showcase the inconvenience of changing your oil on your own.
By presenting a problem that plays on the consumer’s desire for convenience or to avoid disaster, you can effectively set up the further agitation of the issue and eventually, your solution.
Agitating the problem
Now that you have given your consumer a problem, perhaps they did not know they had, it’s time to aggravate that problem. In this step of your SEO copywriting, you are going to dig deep into the emotions of your consumers. Through further explanation of the problem, emotional or empathetic language, impending hazards, and additional stressors, you will create a deep sense of need in your consumers.
In the agitation section, you will explain why the consumer is not having the full experience that they should, getting the most out of their investment, or adding stress on themselves by not using a service or product.
Going back to our auto shop example: Here is where you will explain that your customers are not getting the most out of their oil change service when they fail to choose your shop. You may also go about this by driving in the potential for user error or the inconvenience of changing their own oil. By implying that your customer is truly losing out when they change their own oil, you agitate the need to solve the problem at hand.
To be clear, scaring your customers into using your service or product is not a great tactic. It is always better to lead, affirm, and guide your customers rather than frighten them. That being said, your customers do have a genuine need, and you offer a viable solution. Agitating the problem only confirms the customer’s need or problem that they already have. This is a key tenet of Hubspot’s customer-driven copy mantra.
At long last, the solution
Now that you have correctly identified the problem and created an emotional response to the problem it is time to provide the solution. The time is right to introduce your customer to your product or service. This is where you will explain that what you have to offer will provide the previously absent convenience, resolve the conflict, or nullify the stress.
In our oil change analogy, here is where you tell your customers how they can save time and money or get the most out of their investment by utilizing your oil change service. Explain the benefits of your oil change service and how a well-serviced engine is a healthy engine.
When explaining your solution, give detailed descriptions, thorough process explanations, and clear evidence to your arguments. After all, this is what you have been leading up to throughout your copy. Take your time with the resolution and let it be a large portion of your content when you are SEO copywriting.
Call to action
Once you have thoroughly explained your solution, it is time for a call to action. Simply presenting the problem and solution should not be your ending point. Here is the final step in your SEO copywriting journey; the call to action.
Your customer is now primed and ready for action. Hopefully, by this point, you already have them engaged in your content and poised to take action. So, provide a push. Here is where you will add your call to “Purchase Today,” or “Let our Team Handle,” Encourage your customer to take it a step further than just learning about your solution and utilize your service or purchase your product.
When SEO copywriting for businesses, the call to action is an essential step in nearly every bit of content. It is what tells the customer what to do next. Now that your customer has been presented with a problem, received validation of their need, and been given a solution, the call to action acts as a road sign of where to go from here.
Ending your SEO Copywriting content with a call to action will motivate your customers to purchase your product or utilize your service. This not only boosts your conversion goals but encourages your consumers to interact further with your business.
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