The goal of your copy is always to get your reader to do something.
But how do you convince them to take action? By making a compelling argument.
Luckily, there are proven formulas you can follow to guide and speed up your writing process.
One of my favorite formulas is PASO. I'm including an example to show you how this looks like in practice.
Problem
Describe the pain your audience is feeling, the challenges they're facing. Show them that you “get it.”
How do all these YouTubers act so natural in front of the camera? Every time you hit record, your heart starts racing, and your voice starts to sound weird.
Agitation
Pour a little salt into the wound and lay out what happens if this problem doesn’t get solved. What's at stake here?
While your peers' videos on LinkedIn and Facebook are getting heaps of likes and shares, your expertise stays hidden. And you're missing out on opportunities like podcast interviews and job offers.
Solution
Tell your reader how you’re going to solve their problem.
But camera confidence is a skill anybody can get the hang of...with the right system. That’s why I’ve created the 14-day Camera Confidence Challenge.
Outcome
Show them how their life will improve. Bring the benefits to life in tangible terms.
Follow the process, and within 2 weeks, you’ll go from dreaming about making videos to actually having published your first video online.
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Lastly, don't forget to add your call-to-action. Tell your reader what you want them to do next.
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