How to Create Click-Worthy Content Using These Easy Formulas

Whether you're building a new table, driving to a new destination or writing content for your business, everything is easier with instructions to follow. And this is why I wanted to introduce you to 2 very simple formulas that act as instructions to help you write content that your ideal client will have to notice.

The formulas we are going to look at today were created way back, yet they are so powerful, they are still very relevant in today's world of writing and are still used by copy and content writers and marketers the world over. They provide a roadmap to structuring your writing and make it faster to write. Saving you time trying to figure out where to even start.

So, let's look at these formulas in more detail and some examples of using them.

PAS

First, we'll start with PAS, which is the easiest one to remember.?

So, let's break each section down.

Problem

For this formula or any marketing to work well, you need to understand your ICA (ideal client avatar) clearly. You need to know precisely what problem, or problems, they are facing right now. What keeps them awake at night?

The more clearly you can articulate the problem they have, the more you show you understand them and their issues and the more your content will jump out at them and make them say, "wow, this was written for me." - that's how you stop someone scrolling and immediately start to build trust.

Agitate

Now it's time to stir things up a bit. You've shown that you understand their problem. Now you need to make the reader feel. Make it more emotional, pour salt onto the wound. However, don't let your reader dwell on the problem. After all, you're about to give them a way out.

Solution

BOOM, this is where you jump in and save the day with your perfect solution

Pro Tip -?Now is an excellent time to throw in some social proof. A short testimonial or a couple of quotes from previous clients.

Now, let's have a look at some PAS formulas in action:

The Business Coach Ad

P:?We've all been there—that feeling of being stuck. Your business has a lovely client base, you treat them well, and they enjoy working with you. However, you know you need more clients, but you don't know where to start.

A:?You feel overwhelmed by the vast amount of information available online about lead generation and worried that if you don't grow your client base, you're eventually going to see a downturn in income. On top of all that, you actually need to run your business.

S:?It sucks feeling this way; after all, you started your business to do what you love. So let's sort it out. My 1-hour lead gen strategy session will help you discover the tactics that will work FOR YOU. Tactics you can easily implement today without causing you hours of additional work or icky sales calls. My strategy session is about giving you maximum return for your efforts whilst still loving what you do!

The Fitness Coach Post

P:?Lockdown leave you with a few extra pounds you're struggling to lose?

A:?You feel less confident, and with Christmas coming up fast, you want to feel your best in your party dress.

S:?My personalised, online fitness sessions can help. Drop me a DM for more info

AIDA

The next formula we're going to look at is AIDA. As before, let's break each section down...

Attention/Awareness

Like a good headline, your opening should immediately capture your ICA's attention. This is often the first introduction of your brand or service; interest is also captured with images, graphics or video.

Interest

This is the most difficult of all the AIDA stages. After all, people have on average 9 seconds of attention when online, so keeping interest is vital here. When writing this section, keep in mind WIIFM (what's in it for me). You need to make your ICA see why your service is the one they need. Use the problem you solve to ensure your messaging is targeted.

Desire

It's not enough to generate interest. You need to make your ICA see why they need your service. Or, if it's not a service they need, make them want it. Like the agitate stage of PAS, use emotion to make your ICA feel. This is also an excellent place to highlight why your service should be chosen over competitors.?

Action

This is arguably, the easiest of each of the stages; however, you would be surprised at how many people miss it. It may seem obvious that someone should call/email/download something, but people like having clear direction and being told what to do. So, always make sure you include a CTA (call to action) and clarify what you want the reader to do next.

Now, let's have a look at some AIDA formulas in action:

The Relationship Coach

A:?Awareness could be an image of a happy/unhappy couple

I:?Talk about the benefits of a relationship coach, the types of interventions provided

D:?Use emotion. Talk about how couples feel before and after coaching. Make the reader want the relationship you are promoting

A:?Tell the reader what they need to do next to have their ideal relationship

The Life Coach

A:?Do you feel like you're at a crossroads in your life? Feel like you're in a rut and don't know how to move forward?

I:?Life coaching can help... explain how

D:?Use emotion to make the reader feel what it will be like to get out of the rut they are in

A:?Tell the reader what they need to do next to make an appointment or discovery call etc.?

Conclusion

Regardless of the formula, there are some common themes that are present in both. So, remember you have to have a crystal-clear understanding of your ICA and their pain points. You should always use emotion to make your ICA feel what life will be like after using your service and always include a call to action.

If you're not yet clear on your ICA, I offer a ￡99 power hour to really nail down exactly who your ideal client, or clients, are. You can find out more about that?here. And, if you need more help with any copywriting in your business, please feel free to leave me an enquiry?here, and I will get back to you within one working day.

As always, thank you for reading. I really hope you found it helpful, and if you have any topics you would like me to cover, please drop me an email at?[email protected]

Emma xx

Ps. These are just 2 of the most popular copywriting formulas. There are many more, so please let me know in the comments if you would like a part 2 of this blog.

#copywritingtips #AIDA #PAS #copywriterforcoaches #copywritingforcoaches #copywriting