This is a direct marketing copywriting technique that has been used for many years by some of the world's best copywriters. Done correctly, it gets great results. The aim of the 'problem-agitation-solution' formula is that you tap into your prospects' perceived 'pain' and then get them emotionally charged-up to take action to solve the problem that's causing it - then and there! The underlying psychology is that people will always act to avoid pain (in its many forms). That's why it's such a powerful formula. Here's a real-life B2B marketing example. It's based on a mailer written for a supplier of chemical hygiene solutions to schools and colleges.
1. To begin with, you must define exactly what your prospect's 'pain' is. In this case it is chronic sickness-based absenteeism due to the avoidable spread of infections in schools:
The Centres for Disease Control and Prevention (CDC) reports that preventing the spread of infection in schools is essential to the health of children and staff:
* Every year almost 22 million school days are lost due to colds and flu
* 2 million cases of the common cold affect children under 17 years of age each year
* Children average 6-10 colds each year
2. The next step is to agitate the problem, tap into the emotions and get them to realise nothing they are doing currently will work to solve their problem:
Not only do schools play a vital educational role in promoting personal hygiene, they also benefit measurably from the results - regular hand cleansing by students and staff in schools is proven to reduce sickness based absenteeism by up to 40%. Bacteria and viruses can live on surfaces such as desks, door handles and equipment for as long as two hours. But while conventional hand washing with soap and water offers a degree of protection, it fails to provide the lasting and comprehensive defence that is essential for minimising the transfer of infections.
3. And then finally you offer the solution to their problem. You are their knight in shining armour coming to the rescue: XYZ Alcohol-Free Hand Foamer Sanitiser is the most advanced hand sanitiser on the market. It kills and, vitally, offers long-lasting protection against 99.9% of all bacteria.
* XYZ is proven to kill all superbugs including H1N1 swine flu
* XYZ is the only hand cleanser that is scientifically verified to protect against norovirus
Research by the Agri-Food and Biosciences Institute found that alcohol-based gel (currently used in UK hospitals) stops offering protection against infection as soon as it has evaporated - a matter of minutes. But unlike alcohol-based hand cleansers, XYZ contains an advanced active barrier that continues working on the hands for six hours after application. Its powerful, bio-degradable formula contains NO irritants, is kind to skin, there is no need to rinse the hands and it can be used by all ages. Yet XYZ costs no more than ordinary hand cleansers...
There you have it - the Problem-Agitation-Solution Copywriting Formula. It can be applied effectively to market any number of products and services.
Article Source: http://EzineArticles.com/?expert=Suzanne_C_Stock
1. To begin with, you must define exactly what your prospect's 'pain' is. In this case it is chronic sickness-based absenteeism due to the avoidable spread of infections in schools:
The Centres for Disease Control and Prevention (CDC) reports that preventing the spread of infection in schools is essential to the health of children and staff:
* Every year almost 22 million school days are lost due to colds and flu
* 2 million cases of the common cold affect children under 17 years of age each year
* Children average 6-10 colds each year
2. The next step is to agitate the problem, tap into the emotions and get them to realise nothing they are doing currently will work to solve their problem:
Not only do schools play a vital educational role in promoting personal hygiene, they also benefit measurably from the results - regular hand cleansing by students and staff in schools is proven to reduce sickness based absenteeism by up to 40%. Bacteria and viruses can live on surfaces such as desks, door handles and equipment for as long as two hours. But while conventional hand washing with soap and water offers a degree of protection, it fails to provide the lasting and comprehensive defence that is essential for minimising the transfer of infections.
3. And then finally you offer the solution to their problem. You are their knight in shining armour coming to the rescue: XYZ Alcohol-Free Hand Foamer Sanitiser is the most advanced hand sanitiser on the market. It kills and, vitally, offers long-lasting protection against 99.9% of all bacteria.
* XYZ is proven to kill all superbugs including H1N1 swine flu
* XYZ is the only hand cleanser that is scientifically verified to protect against norovirus
Research by the Agri-Food and Biosciences Institute found that alcohol-based gel (currently used in UK hospitals) stops offering protection against infection as soon as it has evaporated - a matter of minutes. But unlike alcohol-based hand cleansers, XYZ contains an advanced active barrier that continues working on the hands for six hours after application. Its powerful, bio-degradable formula contains NO irritants, is kind to skin, there is no need to rinse the hands and it can be used by all ages. Yet XYZ costs no more than ordinary hand cleansers...
There you have it - the Problem-Agitation-Solution Copywriting Formula. It can be applied effectively to market any number of products and services.
Article Source: http://EzineArticles.com/?expert=Suzanne_C_Stock
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