Heartbreak Of Psoriasis

Emotion-is one of the very best ways to rouse your prospects

Emotion, especially pain, is one of the very best ways to rouse your prospects and get them to buy your products. While it would be nice to pretend otherwise, most of the people in the world aren’t like you. They aren’t motivated by logic or opportunity; indeed, most people respond more to insecurity or fear of loss than to possible gain. Emotion triggers nearly all buying decisions, and the most powerful motivators are pain and pleasure. Most people, in fact, are moving away from pain, in some way or another. That pain is usually caused by some problem in their lives that they want to deal with right away. Now, that pain may not be physical; it may be emotional, spiritual, or psychological. As an example of the latter, many people are willing to spend a fortune on things that they don’t strictly need just because everyone else in the neighborhood has one. Never dismiss the mercantile power of the need to keep up with the Jones.

Whenever pain is involved in a buying decision, it’s your job to identify the problem, stir it up, and solve it. This is the basis of the PAS formula, where PAS stands for Problem, Agitate, and Solution. That’s as simple as it is. You diagnose a problem that your target might have (like the classic “Heartbreak of Psoriasis”), and agitate them about it until they’re all but demanding that you help them. Then you prescribe the perfect solution: your product, of course, which is nothing less than a miracle. Then you rake in the dough.

PAS is an excellent formula, and we’ve all seen it used countless times. For example, do people really stink so bad that they need to slap on deodorant all the time? Usually not, but the marketers of deodorant agitate us about it so much that we make sure we buy their products whenever we’re at the store. They scare us into buying them. Like all marketing, it’s an example of psychology in action. Some of us don’t care to be manipulated that way; but again, all human interaction, and certainly all salesmanship, involves some level of manipulation. Plus, they don’t have to buy if they don’t want to.

You shouldn’t hesitate to lean on the PAS formula when writing your copy, because it’s an amazingly effective technique. Push all the buttons you can reach. Bring on the problem, then bring on the pain and agitate the prospect until they’re going crazy. As one marketer I know once put it, peel back the scab and pour salt in the wound! Jam the knife in and twist it! Really crank up the pain in the sales letter, really pour on the hurt, remind them of the consequences if they don’t act—and then rescue them by giving them your solution. Basically, you have to give them a headache, then sell them the aspirin; or to put it another way, set up a cognitive dissonance and then amplify it, until your product is the only thing that can fix it. Magnify their fears, tell people what to do but not how to do it, and then invalidate all other solutions except yours.

Often, people are fully aware of the problem they’re facing, so it doesn’t take much agitation to get them flocking to you for your solution. Sometimes, though, you’ll need to make people aware that they have a problem in the first place. As a kind of general example, most people weren’t worried too much about the passage of time until clever folks started building effective clocks and, eventually, watches—and then people needed them because they needed to be punctual. You can be sure that clockmakers and watchmakers made sure that people were aware of how much they were missing out on before they had something to easily tell time with. On the other hand, people may know they have a problem, but just don’t care. Your job in that case is to not only drive home the fact that they’re hurting, but also agitate the hell out of them so they’ll eagerly accept that handy solution when you offer it to them.

About the Author

Kent Sayre is a ‘top gun’ marketer and author. You can get sensational FREE
business-building tips online at http://www.KentSayre.com

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