How to write the best advertisement text?

A lot of the high performing ads use the same formula.

And what is that formula?

PAS - Problem Agitate Solve

You may not have heard about the PAS formula before. That’s only because everyone uses a different name for it. But trust me, it all follows the same curriculum.

First, you present a problem that your customers have.

Let’s say you are a plumber and you fix clogged toilets. In that case the problem is a clogged toilet so you just simply ask: Do you have a clogged toilet?

But watch out with these questions because Meta can be really sensitive if you try to assume the consumer’s status of health. So please, don’t write a question like : “do you have a kidney transplant?” because Meta will get your advertisements down most of the time. Instead just write: People with kidney transplant are reported to have…

So you presented a problem. Now comes the agitate part.

When you try to agitate the problem, you try to amplify it. You want to make the problem as big as possible and as concerning as possible without lying and coming off as sales cliché. Lying is never a great way to get customers.

So now you are at the part where you presented the problem and amplified it. Now you want to present the solution.

When presenting, obviously you want to present your product as the best or even the only solution. In this section of your copy (advertisement text) you disqualify other solutions, say why they are bad and how your product fixes all the other’s drawbacks.

For example a lot of people have a problem when plumbers leave a mess. So you can write the following: “Other plumbers leave a mess after they leave, I’m not only fixing your toilet but leaving nothing behind. I won’t break stuff, won’t leave a mess, I just fix your toilet.“

So disqualify all the other solutions out there and leave no choice but to buy your product.

With this formula you can write better copy than almost every regular business owner. But if you want to make sure that your ads excel, you may want to outsource it to a professional.

Book a free 15 MIN demo call and I’ll tell you what we can do for you.

I won’t force you to buy with high pressure sales tactics. It’s up to you to decide if you want to work with me.