We’re in sales, right? We love a product and a company, so we sell that product to others. We’re not writers (most of us). We probably haven’t had any training on how to write good sales copy. Most of us just think we share how much we love the products and people will buy. That’s what our uplines usually tell us.
But learning just the basics of writing good sales copy WILL help you in your sales. From social media posts to messages we send, to newsletters we send to current and potential customers… all of this is the sales copy.
I’m going to go over a very basic formula that you can learn and start using right away in your writing. It’s the Problem-Agitate-Solve formula
It’s very simple and has only 3 steps…
- Identify a problem — what is the pain point that you can solve for your clients?
- Agitate the problem — talk about how that problem affects their lives
- Solution — tell them how you can fix their problem
It’s very simple and it works for any platform you’re using (Facebook, Instagram, Twitter, Email, Blog) and for any company and product.
Let’s try a few examples using direct sales companies. Let’s say I’m a Color Street consultant and I want to post about the new designs that just came in. I’d do something like this:
I never can paint my nails at home and have them look good. But going to a salon takes too much time and cost too much! That’s okay though because these Color Street nail strips are so easy to apply I can do it in minutes!
See how I first identified the problem (I never can paint my nails at home… ), then I agitated it just a bit (But going to a salon… ) Then I gave a solution (Color Street nail strips… ). This wording is good for short form copy (like a social media post)
Let’s try another example. Let’s say I’m a consultant for Pampered Chef.
Its Monday evening. I’ve worked all day, spent an hour in traffic, picked up the kids from school, took one to ballet class and one to soccer practice, ran to the store for milk, picked up the kids and we finally are home. Of course, I haven’t thawed any meat for dinner. It’s getting late and I’m exhausted and just don’t have the time or the energy to stand over a stove for an hour to make a decent dinner!
Does this sound like your weekday evenings? On days like this, it’s so easy to grab McDonald’s or order a pizza. But you’d really like to get a decent meal with some actual vegetables into your kids. But what can you do? The kids are needing help with their homework, the dog needs walked, you have work that you’ve brought home that needs to get done. And you just need to relax for 5 minutes!
Then you remember… you bought the Pampered Chef Quick Cooker at a friend’s party last week. You get that out, go to the Pampered Chef website and find a great recipe for cheesy chicken and broccoli dish… and you can even use your frozen chicken! You throw everything in the Quick Cooker. Your dinner will be perfect in about 30 minutes and you don’t have to do anything to it while it cooks.
Take your time back with Pampered Chef’s Quick Cooker!
The first paragraph is all about identifying the problem. It’s such a relatable thing! The second paragraph is agitating the problem. See how it just gets worse? The third paragraph is giving them the solution. You have the product that will fix this for them.
This copy is more suitable for a longer form, maybe in an email newsletter.
The trick to this formula is to find the dominant pain point. Many people will use your products for many different reasons. But you need to know the main thing that your product fixes.
Let’s use an example from my life. I buy baby wipes. I don’t have a baby, my youngest child is 15 years old. But I keep a small package of wipes in my work bag, in my nightstand and on my desk. I do this because I’m messy. You know how toddlers always seem to have sticky hands? That’s me, I’m exactly the same way. So I purchase baby wipes on a regular basis, but I’m the exception, not the norm. The normal purchaser of baby wipes has a child under the age of 2. That’s who the company is talking to in their marketing. They are not going to address my pain points (messy adult too lazy to go get a washcloth). They’re going to address the pain point of the majority (diaper issues).
Once you find that dominant pain point for your customers, you can then apply this formula to any product and any market.
I’d love to see you guys try it. Give me some examples of how you can use this formula on social media to market your products