(Ha! All the p’s in the headline today!)
Copy-writers are taught that a great way to identify with potential clients is to identify their pain points. These are issues, problems or concerns specific to the group that you want to attract.
In fact, there’s a style of writing named just for this ‘PAS’ – Pain, Aggitate, Solve.
But in health & wellness we may need to modify this sales formula. Something that generic marketing or copy writers may not appreciate.
Traditional ‘PAS’ works like this:
You identify their pain, give the pain a push (agitate) and then offer the solution to their pain.
You’ve made a connection with the problem of your client, made the problem big in their mind, and then given the solution (which usually involves selling your service or product).
And it works – rather well.
This is how I tweaked PAS to make it work for health & wellness businesses.
1 Turn off the negative
We know that brow-beating people with worst-case scenarios doesn’t necessarily work in health & wellness. Think of old-style medical/health messages
Don’t smoke, it’ll kill you
Don’t be overweight, you’ll have a heart attack and get type 2 diabetes
Exercise every day or get fat
This negative spin on pain points doesn’t attract people, it turns them off. It makes them less likely to read further. Especially pain points that are around lifestyle choices.
2 Turn on the positive
Putting a positive spin on the pain issue your client is experiencing can show them a positive future – a picture of what life could be like, identifies benefits up front of what being without that pain could be like.
Here’re some examples that I’ve taken from actual blog headlines and added a positive-spin to.
Pain point is kids going to bed late
Negative: Is your child going to bed too late?
Positive: Bath, books and bed: How to make bedtime a dream
Pain point is being overweight
Negative: What to do when you stop dieting and it backfires?
Positive: How to stop dieting - and keep losing weight
Pain point is exercise in bad weather
Negative: You never regret a workout
Positive: Enjoy every work out, in all seasons
Turning things around and presenting a positive version of your negative issue to your clients will help you show them that you know their pain, that it’s not a biggie for you as you’ve got the experience and skills to turn it around for them, and the fact that you’ve put it in a positive note means you’ve seen this happen.
So rather than 'PAS' it's more of a 'P-PES'. Positive-pain, Empathy, Solution
So, go on. Give it a go and try it yourself! You can use this with blogs, newsletter headlines, email headers and web content.
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Hi, I'm Katrina. I love writing, and I love helping people grow their businesses.